Unit 1

Schramm’s Model of communication

Wilbur Schramm, a well-known communication theorist, developed a

straightforward communications model in his book “The Process and Effects
of Mass Communications“. In the model, Schramm shown as Aristotle did, that
communication always requires three elements – the source, the message and
the destination. Ideally, the source encodes a message and transmits it to its
destination via some channels, where the message is received and decoded.
Schramm’s Model of Communication was postulated by Wilbur Schramm in
1954, where he suggested that communication is a two-way process where both
sender and receiver take turns to send and receive a message.

Information is of no use unless and until it is carefully put into words and
conveyed to others. Encoding plays a very important role because it initiates the
process of communication by converting the thought into the content. The
Schramm Communication Model offers a classic approach to and explanation of
communication. It can be used to determine how communication between two
people works when they’re exchanging information, ideas, or attitudes. This
model was adapted from the theories of another theorist Osgood, so it is also
known as Osgood and Schramm Model of Communication or Encode-
Decode Model of Communication. Thus encoding and decoding are the two
most important factors of effective communication without which information
can never flow between two individuals.

Source (Encoder)

The source of the message is the sender; the party who sent the message. The
source has to be clear when sending the message and has to be able to show
why it is important that the recipient reads it. This is why the sender of a
message has to make sure that the information he is providing is useful,
relevant, and accurate.

In order to ensure that the recipient can properly read the message, it has to be
encoded. This means it is necessary for the recipient to know the sender. The
success of the attempt at communication will depend on the ability to bring
across the information in a simple but clear way. The way in which the message
is encoded is influenced by cultural aspects, perceptions, knowledge, attitudes,
experiences, and skills.

Recipient (Decoder)

The recipient of a message is the person or group to whom the message has
been sent. Whether the recipient is able to decode the message depends on a
number of factors. For instance, how much does the individual know about the
topic of the message, but also how open are they for a message and do they trust
the source. The interpretations of the recipient are influenced by cultural
aspects, perceptions, knowledge, attitudes, experiences, and skills as well.

Decoding a message is a psychological process. After the message has been

received, the stimulus is immediately sent to the brain for interpretation. This is
where the message is given meaning, if at all. This processing phase is also
called decoding. Communication is successful when the recipient correctly
interprets the message from the source.

Message

In the studies of rhetoric and communication, a message is defined as

information. This information is communicated through words or other
characters and symbols. A message, either verbal or non-verbal, is the content
of the communication process and plays an important role in the Schramm
Communication Model.

Feedback

It is a well-established fact that the recipient plays a significant role in

communication models. Feedback is when the receiver starts transmitting
information based on the input which he has received from the sender. This
information is transmitted back to the sender. Therefore the sender in the earlier
process becomes the receiver.

Feedback can also be seen as a message because it satisfies all the criteria of
being a message. It originates on one side and ends on the other side. Feedback
may not be as descriptive as the message itself but can include anything from a
head nod in agreement to a speech.

Feedback is crucial to understand for the sender whether the receiver has
understood the information correctly. This improves the effectiveness of the
communication.

If the receiver is unable to comprehend the sender, the sender can make
appropriate changes to the communication and transmit it back to the receiver.
Questions such as ‘Can you please explain further?’ ‘Are there any doubts?’
will help you to get feedback from the receiver.

Semantic Noise

The semantic noise is interruptions that are caused in the process of

communication. The noise disrupts the message, failing the message, and the
communication process.
The intended meaning with which the sender sends the messages may or may
not be understood by the receiver because of the presence of noise. Noise is
responsible for diluting the message and may also result in an alteration of the
meaning of the message.

For example, the sender sent the message, which says that “Buy one, get one
free. Offer for a limited time.”

But the receiver only hears the first part of the message, which is “Buy one get
one free.” Therefore, he understands that the offer is for an indefinite time,
although this was not the sender’s intention. Hence this is called semantic noise.

Schramm’s Model has different parts for communications where

The sender is the person who sends the message.

The encoder is the person who turns the message to be sent into codes.
We need to think of the right words to say and in what order we should
send our messages to communicate our ideas to the message receiver.
The decoder is the person who gets the encoded message which has been
sent by the encoder and converts it into the language understandable by
the person. When receiving a message, we need to use our reading
skills, listening skills, etc. to decode the message so it makes sense to
us.
The interpreter is the person who works to understand and analyze the
message. The message is received after interpretation. The interpreter
and receiver are the same people. One person may interpret the
message in a totally different way to someone else. Or, they may not
understand it the same way as the encoder, meaning they have
‘misinterpreted’ the text.
 The receiver is the person who gets the message. He/she decodes and
interprets the actual message.
The message is the data sent by the sender and the information that the
receiver gets.
Feedback is the process of acknowledging the received message by the
receiver.
Medium or media is the channel used to send the message.
Noise is the interference and interruptions caused during the process. It is
also created when the intended meaning of the message sent by the
sender and the meaning interpreted by the receiver is different which
is known as Semantic Noise.

Note: From the message starting to ending, there is an interpretation that goes
on. Based on this interpretation only the message is received.

This model breaks the sender and receiver model it seems communication in a
practical way. It is not a traditional model. When the information reaches the
recipient his prime responsibility is to understand what the speaker intends to
convey. According to Schramm’s model, coding and decoding are the two
essential processes of effective communication. The Schramm Communication
Model is a cyclical communication model containing all basic principles of
communication.

Advantage

Dynamic model- Shows how a situation can change

It shows why redundancy is an essential part
Assume communication to be circular in nature
Feedback – central feature.
  This is the first model of communication, which is not a linear model.
This does not assume that communication is a unilateral process but
considers it a bilateral process making it a circular model. This model
allows both the sender and receiver to compose and send it to the other
party, thereby allowing both to be in each other’s role.
 The concept of noise is included in the communication model, which
helps to understand the problems which may occur during the decoding
of the message by the sender.
 Since there is a feedback system in this model of communication, it
makes it easier for the sender to understand if the message has been
received, interpreted, and comprehended by the receiver or not. The
sender can also check if the receiver understands the message as the
sender intended it.

Disadvantage

1. The model is based on the assumption that encoding and decoding do not
require any external assistance and takes place independently and on its
own. This is not the case in the process of communication. Both encoding
and decoding require assistance. If a text message is sent to you, you
cannot read it with a mobile phone.
2. This model cannot deal with complex communication processes and a
communication model that has different levels in it. It primarily considers
that there are a sender and receiver. In reality, there may be multiple
senders or receivers, and communication can be a multistep process that
is not considered by this model.
A message may contain verbal content, such as speech, sign language, emails,
WhatsApp messages, or phone calls. A message can also consist of non-verbal
content, such as behaviour, gestures, body language, eye contact, physical
contact, timing, and even artefacts.

Two Step Flow Communication

(Double click the image)
 Unit 2
What is cognitive dissonance
Cognitive dissonance is a theory in social psychology. It refers to the mental
conflict that occurs when a person’s behaviors and beliefs do not align.

It may also happen when a person holds two beliefs that contradict one another.

Cognitive dissonance causes feelings of unease and tension, and people attempt
to relieve this discomfort in different ways. Examples include “explaining
things away” or rejecting new information that conflicts with their existing
beliefs.

How Do You Know?

Everyone experiences cognitive dissonance to some degree, but that doesn't

mean that it is always easy to recognize. Some signs that what you are feeling
might be related to dissonance include:
  Feeling uncomfortable before doing something or making a decision
 Trying to justify or rationalize a decision that you've made or an action
you have taken
 Feeling embarrassed or ashamed about something you've done and trying
to hide your actions from other people
 Experiencing guilt or regret about something you've done in the past
 Doing things because of social pressure or a fear of missing out (FOMO),
even if it wasn't something you wanted to do

The psychologist Leon Festinger published his theory of cognitive dissonance in

his 1957 book, A Theory of Cognitive Dissonance.

Festinger proposed that people experience discomfort when they hold

conflicting beliefs or when their actions contradict their beliefs.

Since then, cognitive dissonance has become one of the most influential and

researched theories in social psychology.

People will try to reduce this dissonance to relieve the discomfort. The drive to
resolve dissonance is called the “principle of cognitive consistency.”

It is important to note that cognitive dissonance is not automatic when a person

holds opposing beliefs. They must have an awareness of the inconsistency to
feel discomfort.

Not everyone experiences cognitive dissonance to the same degree. Some

people have a higher tolerance for uncertainty and inconsistency and may
experience less cognitive dissonance than those who require consistency.
Other factors that affect the degree of cognitive dissonance that a person
experiences include:

 The type of beliefs: Beliefs that are more personal lead to more
significant dissonance.

 The value of the beliefs: Beliefs that people hold in high regard tend to
cause greater dissonance.

 The size of the disparity: A substantial disparity between conflicting and

harmonious beliefs will result in more dissonance.

Effects

Cognitive dissonance has the immediate effect of causing feelings of discomfort

and unease.

As people generally have an innate desire to avoid this discomfort, cognitive

dissonance has a significant effect on a person’s:

 behaviors

 thoughts

 decisions

 beliefs and attitudes

 mental health

People experiencing cognitive dissonance may notice that they feel:

 anxious
  guilty

 ashamed

As a result, they may:

 try to hide their actions or beliefs from others

 rationalize their actions or choices continuously

 shy away from conversations or debates about specific topics

 avoid learning new information that goes against their existing beliefs

 ignore research, newspaper articles, or doctor’s advice that causes

dissonance

Avoiding factual information can allow people to continue maintaining

behaviors with which they do not fully agree.

Of course, cognitive dissonance may prompt some people to change their

behavior so that their actions align with their beliefs. In this way, it provides
people with an opportunity to examine their values and actions and achieve
cognitive consistency.

As a result of cognitive dissonance, many people confront problematic attitudes

and actions.

They may make positive changes in their lives, such as addressing unhealthful
eating habits, addiction, or anger issues.
Influences

The degree of dissonance people experience can depend on a few different

factors, including how highly they value a particular belief and the degree to
which their beliefs are inconsistent.

The overall strength of the dissonance can also be influenced by several factors,
including:2 

 The importance attached to each belief. Cognitions that are more

personal, such as beliefs about the self, and highly valued tend to result in
greater dissonance.
 The number of dissonant beliefs. The more dissonant (clashing)
thoughts you have the greater the strength of the dissonance.

What causes cognitive dissonance?

1. Forced Compliance Behavior,

2. Decision Making,
3. Effort.

Forced Compliance Behavior

When someone is forced to do (publicly) something they (privately) really don't

want to do, dissonance is created between their cognition (I didn't want to do
this) and their behavior (I did it).

Forced compliance occurs when an individual performs an action that is

inconsistent with his or her beliefs. The behavior can't be changed, since it was
already in the past, so dissonance will need to be reduced by re-evaluating their
attitude to what they have done. This prediction has been tested experimentally:
Decision Making

Life is filled with decisions, and decisions (as a general rule) arouse dissonance.

For example, suppose you had to decide whether to accept a job in an absolutely
beautiful area of the country, or turn down the job so you could be near your
friends and family. Either way, you would experience dissonance. If you took
the job you would miss your loved ones; if you turned the job down, you would
pine for the beautiful streams, mountains, and valleys.

Both alternatives have their good points and bad points. The rub is that making
a decision cuts off the possibility that you can enjoy the advantages of the
unchosen alternative, yet it assures you that you must accept the disadvantages
of the chosen alternative.

People have several ways to reduce dissonance that is aroused by making a

decision (Festinger, 1964). One thing they can do is to change the behavior. As
noted earlier, this is often very difficult, so people frequently employ a variety
of mental maneuvers. A common way to reduce dissonance is to increase the
attractiveness of the chosen alternative and to decrease the attractiveness of the
rejected alternative. This is referred to as "spreading apart the alternatives."

Effort

It also seems to be the case that we value most highly those goals or items
which have required considerable effort to achieve.

This is probably because dissonance would be caused if we spent a great effort

to achieve something and then evaluated it negatively. We could, of course,
spend years of effort into achieving something which turns out to be a load of
rubbish and then, in order to avoid the dissonance that produces, try to convince
ourselves that we didn't really spend years of effort, or that the effort was really
quite enjoyable, or that it wasn't really a lot of effort.
In fact, though, it seems we find it easier to persuade ourselves that what we
have achieved is worthwhile and that's what most of us do, evaluating highly
something whose achievement has cost us dear - whether other people think it's
much cop or not! This method of reducing dissonance is known as 'effort
justification.'

If we put effort into a task which we have chosen to carry out, and the task turns
out badly, we experience dissonance. To reduce this dissonance, we are
motivated to try to think that the task turned out well.

Basic Strategies in Advertising

Advertising includes paid messages within a company's promotional mix.

Since you pay for the time or space for an ad placement, you typically have
greater control over the development and delivery of the message. Several key
strategies contribute to an effective ad campaign and advertisement design and
delivery.

Segmentation Strategy

Companies with a broad target audience typically segment or break down the
marketplace to groups of customers with similar traits or interests. The idea is
to concentrate your message on a specific type of customer that brings a great
return on investment. Common approaches to segmentation include
demographics, lifestyles, usage patterns and geography. Once you identify
discrete segments, you select one to target for a given ad campaign.

Message Strategy

Your message strategy includes a creative strategy, specific message objective

and techniques to achieve it. Companies use variety of creative approaches in
advertising, including humor, drama, attention-getting visuals, upbeat jingles
and catch slogans. Promoting brand recall is a common message objective.
Jingles, slogans and rhyming are common techniques to achieve recall. Fear
and anxiety-inducing messages rely on these human emotions to persuade
customers to buy. Presenting the social importance of a brand, making people
laugh, playing on sensuality and transforming thoughts and behaviors are other
common techniques used in messages.

Positioning Strategy

A company's positioning refers to its unique value proposition for a particular

target market. Thus, your positioning strategy begins with a statement
identifying what you offer and to whom. A company with a brand new,
patented technology device might position itself as the leading provider of
technology ABC to teens and young adults. With this position in mind, the
company would focus its advertising on establishing this position through
consistent messaging. In a more competitive marketplace, you also need to
know what competitors offer to ensure your messages emphasize
differentiation and superior benefits.

Media Strategy

Your media strategy includes developing a media mix and consideration of

several placement factors. First, you must decide in which medium or media
you wish to place your ads. A small business is often limited to a few local ad
opportunities because of budget limitations. To maximize the value of your ad,
you need to know the potential target market reach, the number of possible
impressions for your ad and the costs to generate those impressions. Local
newspaper, direct mail and radio commonly offer the most affordable way for
small businesses to get their messages out.

What Is Selective Demand Advertising?

Selective demand advertising involves the placement of advertising messages
intended to persuade customers about the benefits of your specific brand. This
is different from primary demand advertising, which involves messages
promoting the benefits of a general product category. Companies typically pay
for selective demand advertising outside of a few common situations.

Primary Demand

Before learning the details of selective demand stimulation, it helps to

understand primary demand and what it is used for. Primary demand means
the advertising campaign intends to drive interest in the product versus a
particular brand. Associations often pool resources to generate interest when
they collectively struggle. The "Got Milk?" campaign, for instance, was used
to cause people to drink more milk as a habit. Another common purpose of
primary demand stimulation is to introduce an entirely new product category
by providing customers with basic information of what the product does.

Selective Demand

Outside of the aforementioned instances, most advertising campaigns involve

selective demand stimulation. This term is so-named because each advertiser
tries to present brand benefits that cause customers to selectively choose its
product over that offered by a competing brand. This type of advertising
correlates with the general purpose of business, which is to distinguish your
company from competitors to get customers and earn profits over time.

Messages

Selective demand messages are fairly easy to identify relative to primary

demand ads. Selective demand ads typically identify the brand through name
mention verbally or in written copy, or show the brand's product clearly. They
often involve comparative messages whereby the brand trying to distinguish
itself is compared with another top competitor to point out strengths.
Identification of unique benefits is a common strategy to indicate why
customers should select the advertiser's brand over other options.

Timeframe

Another major distinction between selective demand and primary demand is

that primary demand generally involves singular ad campaigns or short-term
messages strategies. When delivered by industry associations, ad campaigns
are used when the industry struggles. For new product innovations, primary
demand is only needed initially. Once product categories become familiar,
each competitor begins to use selective demand advertising to position itself to
fight for market share and to build a customer base. This is a long-term
process.

What is positioning in marketing/Market

Positioning?
https://corporatefinanceinstitute.com/resources/knowledge/strategy/market-positioning/
Simply put, positioning in marketing is a strategic process that involves creating
an identity/ image of the brand or product within the target customers’ minds.

The process indicates how you differentiate your product/ service from that of
your competitors and then determine which market niche to fill. A company’s
marketing positioning strategy is affected by plenty of variables related to
customers’ requirements and motivations, as well as by its competitors’ actions.

Let’s see some typical examples of marketing positioning:

 Tesla and Audi position themselves as a luxury status symbol

 Starbucks positions itself as a trusted source of upscale quality coffee and
beverage
 McDonald’s positions itself as a place to get quick and cheap meals
 Microsoft and Apple position themselves as a tech company that offers
innovative and user-friendly products.

Positioning in marketing is about more than simply adding a category or

specialty page on your website. With positioning comes a need to live and
breathe that expertise - from generating content to conducting research and
branding your company to appeal to your defined target buyer.

Types of positioning in marketing

Researchers in the Journal of Business & Industrial Marketing discovered that
positioning in marketing is predominantly determined by hard criteria (e.g.,
quality of product/ service) and relationship-building factors (e.g., personal
contact).

Other considerations, such as company structures (i.e., geographical coverage),

degree of integration, and breadth of offerings (i.e., location in the distribution
chain), also play a vital part. The study also noted that the level of familiarity
with a brand is a contributing factor to perceptions of the pursued positioning in
marketing strategies.

Below are some common types of positioning in marketing.

Pricing
Pricing is an essential factor that impacts the decisions of most customers.
Companies with the lowest-priced products at a reasonable level of quality
usually wins in many product areas.

For example, Gillette vs. Dollar Shave Club. Lower-priced alternatives to some
high-quality brands like Gillette have changed the landscape of razors and refill
blades. The Washington Post reported on Gillette’s decreasing market share due
to Dollar Shave Club’s low prices. The cheapest refill razor cartridge of Dollar
Shave Club was 20 cents, compared to $2 to $6 a cartridge for Gillette.

Quality
Quality can help rebuff most pricing wars. In some markets, such as luxury
cosmetics or cars, quality can define who the competitors are.

For instance, Chipotle vs. Taco Bell. Ranked 14th in the top 50 fast-food
restaurants in America by QSR Magazine, Chipotle has grabbed a significant
market share over the years by focusing on quality instead of price.

Differentiation
Differentiation is what sets your product or service apart from the crowd. If
your product or service is dramatically different, rivals may not pose as much of
a threat.

For example, Toyota vs. Tesla. Tesla entered the electric vehicle market with a
luxury sports model, rapidly sidestepping economy cars like the Toyota Prius.
Tesla actually targeted the high-end market with the Model S.
Convenience
Convenience creates an easier life for customers. From location to usability,
convenience could incorporate something like free returns and E-commerce.

For example, Simple vs. Bank of America. Some traditional banks have been
slow to create mobile apps, but online-only banks like Simple have invested in
this to appeal to younger and more technical-savvy customers. The company
even charges no fees and has convenient built-in budgeting and savings tools.

Customer service
Customer service emphasizes creating helpful and friendly interactions. This
can be especially critical in specific industries, such as restaurants and banking
areas.

For example, Allstate vs. State Farm. Both insurance companies recognize the
importance of customer service in this industry, where contact with customers is
indispensable. They use customer service-based messages in their marketing to
focus on this position.

User group
This type of positioning targets a particular group of users and explains why the
company’s offerings are directly applicable and relevant to this group.

For instance, Johnson’s vs. Axe. While Johnson’s baby shampoo positions itself
as gentle for children, Axe body spray targets men.

5 Benefits of positioning in marketing

There are a number of reasons why you should consider making positioning part
of your marketing strategy. With the right positioning tactic, you can create
better marketing messages, shape your services better, and structure pricing
plans so that you remain competitive.
Create a strong competitive position
Proper positioning influences how customers perceive your product or service
relative to the competition. When you create a positive image of your product/
service in the customers’ minds, you’re likely to enjoy an ongoing market
advantage. By doing this, you can claim your position in the competitive
landscape, which helps you a lot to stay ahead of the curve.

Improve sales
One of the main goals of any business is to improve sales and revenue. By
having a more relevant offering and communicating it more effectively, your
company may be able to penetrate a new market, which can translate into new
clients and additional sales.

Define a clearer target market

Positioning in marketing allows you to claim a specific feature or benefit and
focus your products/ services accordingly so that you appear as an expert in the
services. As a result, your value to prospects will increase significantly.

Make more effective decisions

Once you have the core message that ensures successful positioning strategies,
you’ll be in a position to make more effective decisions throughout the process.
Clear positioning in marketing also drives effective communication, provides
healthier and stronger relationships with customers.

Connect to consumer needs

Through positioning in marketing, companies have an opportunity to
communicate the critical benefits that their product/ service offers. It not only
helps to energize the product but also connects it to the specific customer that
needs it.

Types of positioning strategies

A few examples are positioning by:

Customer needs
Knowing your target market and how you will fulfill their specific needs.

Product price
Positioning your brand/product as competitively priced

Product quality
Positioning your brand/product as high quality

Product use and application:

Associating your brand/product with a specific use

Competitors
Positioning your brand as better than your competitors

How to create an effective market positioning

strategy
Positioning your business takes a huge amount of consideration, research, and
commitment, but the guide below is a great foundation on which you can begin
to build your business’ identity in the market.

Create a positioning statement

A positioning statement is a document one or two sentences long that succinctly

identifies your business’ unique value in relation to your competitors.
Before you begin writing your positioning statement you need to ask:

 Who is your target customer?

  What category does your business belong in?

 What’s the biggest benefit your business provides?

 Can you prove that benefit?

If for example, you were a business-like Etsy you’re positioning statement

might read:

“Etsy is the number one online makers-market, focused on unique handmade or

vintage items and craft supplies.”

Your positioning statement is what you’ll use to guide key marketing and
advertising decisions that positively impact your target audiences’ perception of
your brand, so it’s vital that your positioning is clear, to you, your team, and the
public.

Once you have a positioning statement in mind, before you unleash it onto the
world ask yourself the following questions:

Does it do a good job of differentiating your business from competitors?

 Does it share your business’ unique value proposition?

 Is it focussed on your target market and their needs?

 Is it consistent across all areas of your business?

 Is it easy for someone outside the business to understand?

 Does your statement promise something you can realistically back up?

If the answer to all of the above is yes! You’ve got yourself a solid positioning
statement.
If you answered no to any of these questions, it’s time to go back to the drawing
board.

Create a tagline

A tagline is an even shorter, snappier version of your positioning statement, it

tells the customer everything they need to know in a short, memorable burst.

These catchy little quips conjure up an image of your business in the mind of
your target audience.

Here are a few well-known taglines for reference:

L’Oreal: “Because you’re worth it.”

Nike: “Just do it.”
B&Q: “You can do it when you B&Q it.”
California Milk Processor Board: "Got Milk?"
Maybelline: "Maybe she's born with it. Maybe it's Maybelline."

Competitor Analysis

Competitor analysis is all about identifying your competitors and analyzing

everything you can find about them. You’ll evaluate their strategies so you can
determine their strengths and weaknesses in comparison to your business and
use it to your advantage.

Understanding your competitors is the key to finding gaps in the market your
business can fill.

When you’re analyzing competitors take the following into consideration:

Objectives
What share of the market do your competitors have? What’s their growth rate?

History
Take a look at their past marketing efforts, their messaging, do they get a lot of
engagement on their content efforts?

Strategy
Study white papers, promotional campaigns, and advertisements

Audience
What’s their relationship with their audience like? Check out social media,
features, collaborations, and review sites to see where they fall short or shine.

ind your current position

Once you’ve figured the competition out you’ll need to figure out where you
currently fit in the market. Look at how your business fits in your competitive
landscape, including how your customers think your business ranks and how
you think your business ranks.

Now that you’ve analyzed the data you should have a better idea of who you are
and who you want to be. Using this new-found knowledge you’ll be able to
craft a strong marketing strategy.

Positioning in advertisements

Adverts are usually the first place a business positions itself, whether its a huge
ad campaign on prime time TV or a quarter page local newspaper ad, it’s
imperative you share your value proposition clearly.
If you were a brand new skincare business, you’d need to determine who your
target market is and what they need. If your intent is helping older woman
combat fine lines, your content may go something like this:

Value statement
“We help fight fine lines and wrinkles,” this statement couldn’t be any clearer,
you’re pointing out the product’s value, now you need to back it up with
customer testimonials and success stories.

Mature design
Your design would be simple and sophisticated and you may also include an
older celebrity your target audience would recognize.  

Mature models
Using mature models would enable your target audience to make a personal
connection and picture themselves using the product.

Comparison statements
Here you’d point out why you were different to Olay or other over the counter
anti-aging creams, you might point out that you offer a different technology or a
more luxurious formula.  

To really hammer home the importance of positioning, this same type of

advertisement would be absolutely useless for a skin-care company targeting
teens with acne.

Test your market positioning

Once you’ve decided on a concept for your market positioning it’s time to test it
out.
Your testing should feature qualitative and quantitative research, using focus
groups consisting of members of your target market, in-depth one-on-one
interviews, polls, and surveys.

Based on the response you receive your strategy can either be tweaked or used
across all of your internal and external communications.  

Market repositioning
Like any marketing effort, you should be prepared to adapt your positioning, as
we mentioned before, this can be difficult in relation to an entire business, but in
some cases, it can be necessary, like a major shift in the market or a rapid
decline in sales.

Use your failures to drive your future success, examine what went wrong, and
take note of what went right, you might not need to completely overhaul your
marketing, it may just need an adjustment.  

Examples of Positioning in Marketing

Tesla
Tesla leaves price out of its branding and instead focuses on the quality of their
vehicles. Therefore, Tesla is a luxury brand that is more expensive than its
competitors. In addition, Tesla automobiles are long-range, eco-friendly, and
electric.

Tesla

Tesla differentiates itself from other gas-powered luxury and standard electric
vehicles because of its high quality. The company established a niche market
for itself and a fun brand to match it. CEO Elon Musk has even built himself up
as a Tony Stark-like character, and the company promotes its uniqueness
through ads and quirky features, such as “Ludicrous Mode.”

Starbucks
Coffee consumption in the U.S has been witnessing a downward trend since the
1960’s. Hence, Starbucks was extremely cautious in choosing its target market.
Starbucks targeted office workers, from the middle to high incomes, who
desired to purchase premium products.

The company wants to make itself the “Third Place” - the place between home
and work, where customers could gather, relax, and interact with each other. So,
they were vigilant about their quality control to meet the high expectations.

In most of their advertising campaigns, they often highlight their identity by

showing the following value proposition statements:

 The best coffee

 The finest milk used
 Rich & smooth flavors
 Natural & clean
 100% recycled paper use

All of these statements in the ad give a sense to potential customers that they
will undoubtedly receive high quality, clean, and upscale beverages they’ll love.
With such a successful positioning in marketing strategy like that, it’s no
surprise when Starbucks for years has been the top coffee provider in America.
People can’t get enough!

Objective Setting

https://bbamantra.com/objective-setting/
This technique is used to set specific objectives for an enterprise as a whole
and/or for a particular enterprise change project or
initiative. An objective can be defined as a specific result the enterprise (or
project) would like to achieve within a specified time period. Objectives differ
from goals, where a goal is a specific target to be reached. For example, "to
reduce operating expenditures during Q4 1994" and "to increase total return on
investments this fiscal year" are examples of objectives. Possible goals for each
of these examples may be "a 10.5% reduction" and "2.4% increase,"
respectively. (In this usage, objectives are differentiated from Juran's quality
meaning of "process objective." Juran's "process objectives" should be
considered as "goals".)

Common objectives facilitate consensus and provide a focus for action.

Objectives also provide a way to measure progress ("If you do not know where
you are going, how do you know when or if you got there?"). The wider the
participation in setting the objectives, the greater the commitment and
motivation to achieve them. Accountability to the objectives' measures is also
enhanced.

Applications

To determine key achievement results desired by the enterprise as a

whole in support of the vision and/or mission.
To determine key achievement results for an individual enterprise change
project to measure progress and/or to evaluate accomplishments.
To facilitate goal setting (see Goal Setting).
Procedures

1. Understand the mission of the enterprise or of the project.

2. Brainstorm desired results and other accomplishments.
3. Develop and document specific objective statements.
4. Ratify objectives (prioritize if required).
5. Reach consensus and obtain approval from the sponsor (as required).

Instructions
When developing objectives for the enterprise as a whole, confirm the mission
and/or vision (see Content Analysis). Determine the areas where progress must
be tracked and measured, and/or determine the key areas of focus. For example,
it is typical to highlight areas regarding customer satisfaction, customer service,
productivity, marketplace differentiation, and/or financial measurement areas.
With the key stakeholders, brainstorm these areas and develop specific
objectives statements (see Stakeholder Analysis, Brainstorming, and SWOT
Analysis). A useful set of questions to ask to develop the initial objectives list is
to examine "What is the desired outcome?" or "What are we trying to achieve?"
The other questions to ask to test for measurement completion include, "How
will we know when we have accomplished our objective?" or "What evidence
do we need to show that we have achieved what we set out to do?" The vision
tests should also provide guidance for uncovering actions that should be linked
to specific objectives (see Content Analysis).

Review and reword as required to achieve complete understanding and buy-in

(see Focus Groups, Workshops, and Facilitation). Conduct ratification working
sessions to gain wider audience participation. Prioritize, finalize, and obtain
sponsor approval. (Use an appropriate prioritization technique such as Forced
Ranking or Forced Choice Paired Comparison, if there are multiple objectives.)
Publish and distribute as necessary.
When developing objectives for an enterprise change project team, also confirm
the mission and/or vision of the enterprise. Understand the relationship and role
of this change project to the overall enterprise objectives. Set a mission for the
project (if required—it is usually helpful), and brainstorm results desired.
Project-oriented objectives may be set to:

develop project deliverables

Develop expertise in particular areas
develop teams

Hone the suggestions into specific objectives statements and develop a

mechanism to track their progress. (Use the questions highlighted above to help
formulate the statements.) Formal documentation helps to clarify the intent and
enhance understanding. There should be no ambiguity in project or enterprise
objectives.
Ratify and confirm with the sponsor and other key reference groups (e.g.,
steering committee). It is sometimes useful to prioritize project objectives, using
a prioritization matrix. Monitor team member progress towards achieving the
objectives based on these priorities.

Objectives should be SMART:

Specific
Measurable
Achievable
Realistic
Time-related
 Each letter in SMART refers to a different criterion for judging
objectives. Different sources use the letters to refer to different things.
Alternatives are as follows.

S -- Specific, Strategic and specific

M -- Measurable, Motivating
A -- Achievable, Agreed, Attainable, Action-oriented, Ambitious,
Aligned with corporate goals, Achievable, Assignable
R -- Relevant, Realistic, Resourced, Reasonable, Results-based
T -- Time-bound, Trackable, Time-based, Time-limited, Time/cost
limited, Timely, Time-sensitive, Timeframe

Unit 3
DAGMAR Approach
DAGMAR is a marketing expression that stands for
“Defining Advertising Goals for Measured Advertising Results”. It is a
marketing tool to compute the results of an advertising campaign. DAGMAR
attempts to guide customers through ACCA model. According to this approach,
every purchase encounters four steps; Awareness, Comprehension, Conviction,
and Action. DAGMAR method is an established technique of creating effective
advertising.

HISTORY
DAGMAR is an advertising model proposed by Russell Colley in 1961. Russell
Colley advocated that effective advertising seeks to communicate rather than to
sell. Advertisers discover whether their message conveyed enough information
and understanding of a product to their consumers and also its respective
benefits from clear objectives.
The DAGMAR Model
1. AWARENESS
 Awareness of the existence of a product or a service is needful before
the purchase behaviour is expected. The fundamental task of
advertising activity is to improve the consumer awareness of the
product.
 Once the consumer awareness has been provided to the target
audience, it should not be forsaken. The target audience tends to get
distracted by other competing messages if they are ignored.
 Awareness has to be created, developed, refined and maintained
according to the characteristics of the market and the scenario of the
organization at any given point of time.
 The objective is to create awareness about the product amongst the
target audience.
2. COMPREHENSION
 Awareness on its own is not sufficient to stimulate a purchase.
Information and understanding about the product and the organisation
are essential. This can be achieved by providing information about
the brand features.
  Example: In an attempt to persuade people to budge for a new
toothpaste brand, it may be necessary to compare the product with
other toothpaste brands, and provide an additional usage benefit, such
as more effective than other toothpaste because it contains salt or that
this particular toothpaste is a vegetarian toothpaste, which will, in
turn, attract more customers.
 The objective is to provide all the information about the product.
3. CONVICTION
 Conviction is the next step where the customer evaluates different
products and plans to buy the product. At this stage, a sense of
conviction is established, and by creating interests and preferences,
customers are convinced that a certain product should be tried at the
next purchase.
 At this step, the job of the advertising activity is to mould the
audience’s beliefs and persuade them to buy it. This is often achieved
through messages that convey the superiority of the products over the
others by flaunting the rewards or incentives for using the product.
 Example: Thumbs up featured the incentive of social acceptance as
“grown up”. It implied that those who preferred other soft drinks
were kids.
 The objective is to create a positive mental disposition to buy a
product.
4. ACTION
 This is the final step which involves the final purchase of the product.
The objective is to motivate the customer to buy the product.
Advantages of DAGMAR Approach
A major contribution of Colley’s DAGMAR approach was a specification of
what constitutes a good objective.
 

According to Russell Colley, there are various advantages of well-founded

objectives. These are:

 Be concrete and measurable

 Have a well-defined target audience or market
 Identify the benchmark and the degree of change
 Specify a timeframe to accomplish the objective
TARGET AUDIENCE
 DAGMAR claims the target audience is well defined. A group of
potential customers, who have the highest likelihood of purchasing
the product, is the target market. Identifying the target market
includes the process of demographic, geographic, and psychological
segmentation. Target markets can be segmented
into Primary and secondary groups.
  Primary markets are the main target audience, on whom the
marketing efforts are mainly focused.
 Secondary markets are the target audience on whom the marketing
efforts will focus after the primary market goals are achieved. After
identifying the target audience, the organization devises objectives
for advertising and later the objectives for communication.
CONCRETE AND MEASURABLE
 The objective of communication should be a precise and clear
statement of whatever message the advertiser wants to communicate
to the target audience.
 The specification must include all the details and descriptions of the
measurement procedure.
SPECIFIED TIMEFRAME AND BENCHMARKS
 A good objective has a specified time frame, during which the
objective is to be achieved. Understanding the specifications enables
advertisers to define goals that will yield the best result.
 Setting a specific timeframe assures effective evaluation of results.
The timeframe should be realistic to prohibit skewed results from
static marketing.
 Creating the benchmark is essential for an appropriate measurement
of the effectiveness of the advertisement.
WRITTEN GOAL
 The goal should be committed on a paper. When the goals are clearly
written, basic shortfalls and flaws are exposed, it becomes eventually
easy to determine whether the goal contains the crucial aspects of the
DAGMAR approach.
OBJECTIVES OF DAGMAR APPROACH
 Persuade a prospect to visit the showroom.
 Growth in market share.
  Improve sales turnover.
 Perform complete selling function.
 Advertise a special reason to buy.
 Stimulate impulse sales.
 Remind people to buy.
 Create awareness about the product and brand existence.
 Create favourable emotional disposition towards the product.
 Impart information regarding benefits and distinctive features of the
product.
 Combat and offset competitive claims.
 Correct false impressions, wrong information and other hindrances to
sales.
 Aid sales force with sales promotion and selling activities and boost
their morale.
 Establish brand recognition and acceptance.
EXAMPLE OF DAGMAR APPROACH
Let’s suppose that an ABC company wants to evaluate the effectiveness of
marketing campaign for its latest product launched. The company starts
evaluating the commercial that is designed to persuade potential consumers
through the four stages of the buying process:

1. In the AWARENESS stage, company ABC spreads awareness

among the consumers about its new product launched in the market.
2. In the COMPREHENSION stage, company ABC portrays to its
consumers the features and distinctiveness of the new product and
reminds the consumers of the company ABC’s logo and brand name.
3. In the CONVICTION stage, company ABC attaches the consumer
emotionally to the new product so that the consumer establishes an
emotional preference for the company ABC’s brand.
 4. In the ACTION stage, company ABC makes sales.
Company ABC then evaluates the success of the marketing effort using
DAGMAR. The company measures that how fast the customer processed
through the four stages of the purchase and how many sales were generated. In
cases where the customer is distracted and deviated from buying the product,
and the company doesn’t meet sales goals, the company needs to change its ad
campaign.

Advertising is strongly associated with economic cycles across major world

economies. The DAGMAR method is a long-established method of creating
effective advertising. The idea behind the method is to “communicate rather
than sell”.

What is DAGMAR
DAGMAR (Defining Advertising Goals for Measured Advertising Results) is a
model, involve 52 task for advertising task for setting advertising objectives and
measuring the result of an ad campaign. The DAGMAR Approach was
introduced by Russell H. Colley (1961) in a report for the Association of National
Advertisers.

According to this model, communications effects are the logical basis for setting
advertising objectives and goals against which result should be measured.

In Colley’s words:

“Advertising’s job, purely and simply, is to communicate to defined audience

information and a frame of mind that stimulates actions. Advertising succeeds or fails
depends on how well it communicate the desired information and attitudes to the right
people at the right time and at the right cost”

Russell H. Colley
DAGMAR Model
According to DAGMAR approach, advertising objectives involve a communications
task that is specific and measurable. Colley proposed that communications objectives
be based on a hierarchical model with four stages:

1. Awareness
2. Comprehension
3. Conviction
4. Action
Awareness
Involves making target audience aware of the existence of brand or company.

Comprehension
The purpose is to develop an understanding among audience of what the product is
and what it would do for them.

Conviction
The objective is to create a mental disposition among target audience members to buy
the product.

Action
To motivate the target audience to purchase the product or services.

DAGMAR Objective
Another important contribution of DAGMAR was its ability to clarify what
constitutes a good objective. According to Colley, the objectives should have the
following features or characteristics:

 Stated in terms of concrete (specific) and measurable communications task;

in terms of strengthening brand image, maximize brand presence, maximize
the market share, increase the sale.

 Specify a target audience, means well-defined target audience.

 Indicate a benchmark or standard starting point and the degree of change

sought(seek)

 Specify a time period for accomplishing the objective or objectives.

There are no significant difference between Colley’s proposed model and other
important hierarchy-of-effects models.

Assessment and Criticism of DAGMAR

Approach
The DAGMAR approach has had enormous influence on advertising planning process
and objective setting. It focused advertiser’s attentions on the importance and value of
using communications-based objectives as against sales based objectives to measure
the impact and success of an ad campaign.

The approach has not been totally accepted by everyone in the advertising field. A
number of questions have been raised concerning its value as an advertising planning
tool.

 Problems with Response Hierarchy: DAGMAR approach is based on hierarchy

of effects model and the fact that consumer do not always follow the
sequence of communications effects leading to purchase.

 Sales as the Advertising Goal: Many believe that sales is the only relevant
measure of advertising objectives and shown little respect and tolerance for
ad campaigns that otherwise may achieve communications objectives but
fail to increase sales.

 Practicality and Costs: Implementation of the DAGMAR approach is difficult.

Expensive research required to establish quantitative standards and measure
changes in the response hierarchy. Some critics point out that DAGMAR is
practical only for large firms with substantial research and advertising
budget.

 Inhibits Creativity: The DAGMAR approach is basically a planned and

rational approach to setting advertising objectives. It imposes too much
structure and may restrict creativity.
What Is a Target Audience?
Your target audience refers to the specific group of consumers most likely
to want your product or service, and therefore, the group of people who
should see your ad campaigns. Target audience may be dictated by age,
gender, income, location, interests or a myriad of other factors.

Let’s start with the definition. What is the target audience? Basically - your
potential customers. Group of people to whom you address your products
or services. It can be described by behavioral and demographic attributes,
such as age, gender, income, education or localization.
Understanding the Roles of Your Target Audience

An important step in understanding your target audience is to go beyond

learning their demographic information, and understand what role they play
in the path to purchase. These roles can often be divided into the following
categories:
The Decision Maker: This is the person who ultimately makes the purchase
decision. In some cases, the decision-maker is the same as the supporter, but
in other cases they are different. When different, you must acknowledge this
and gear ads to the decision- maker. Take, for example, the transformation
of the Old Spice brand in 2010. The brand wanted to revamp their product
to appeal to a younger generation. While researching, the team discovered
that while men may ultimately wear their product, women were making the
purchases , leading their creative team to focus on this target audience.
The Supporter: The supporter may not have the power to make the
decision, but they will have a  heavy influence on whether or not an item
gets bought. For example, a child may not directly make a purchase, but if
they want something for Christmas, they influence that decision. This is
why it is important to develop messaging that speaks to consumers in both
of these roles.
7 Ways to Determine Your Target Audience

To determine your target audience, you must spend time analyzing the data
you receive from consumer engagements, evaluating current buyers and
purchase trends and optimizing as new information is revealed.

The following steps should help you realize your target audience:
1. Analyze Your Customer Base and Carry Out Client Interviews
One of the best ways to determine who your target audience is to look at
who already buys your product or service. How old are they, where do they
live, what are their interests? A good way to learn this is through engaging
on social or distributing customer surveys.
2. Conduct Market Research and Identify Industry Trends
Look at the market research  for your industry to determine where there are
holes in service that your product can fill. Look at trends for similar
products to see where they are focusing efforts, then hone in further on your
products unique value.
3. Analyze Competitors
Marketers can learn a lot by looking at competitors to see who they are
commonly selling to, and how they go about it. Are they using online
or offline channels ? Are they focusing on the decision maker or the
supporter?
4. Create Personas

Creating personas is a great way to drill down into the specific segments
that make up your target audience.This is especially helpful if you have a
product that appeals to a wide swath of consumers. Personas allow you to
determine the general demographics, personalities and needs of your target
consumers. The persona of “Fran First-Time Runner” will speak to different
needs than “Sam Seasoned Pro.” Personas are created based on data,
surveys, digital engagements and any other information marketers can pull
from to give a more complete view of the buyers. This might include
favorite hobbies, television shows, publications, etc. It is recommended that
marketers develop between three and five personas.
5. Define Who Your Target Audience Isn’t

There will certainly be consumers who are close to your target

demographic, but who will not act on messaging. Try to be specific in
determining who your audience is and who it isn’t. Is your demographic
women, or women between the ages of 20 and 40? Knowing this will keep
your teams from devoting ad dollars to segments that will not yield returns.
6. Continuously Revise

As you gather more data and interact with customers, you will get an
increasingly accurate understanding of your target audiences. Based on this
information, you must constantly optimize and hone personas to achieve the
best results.
7. Use Google Analytics
Google Analytics offers extensive data about the users visiting your site.
This information can be leveraged to determine key insights such as what
channels your target audience is coming from or what type of content
they’re engaging and connecting with the most, allowing you to make
more data-driven decisions  during the media planning  process.
How to Reach Your Target Audience

Once you’ve created personas, the next step is to find media that targets
these specific segments. Below are some tools to get you started:
Media Kits

Media kits from publishers give a clear idea of the audience segments they
reach. These can be broken down by job titles, income levels or hobbies
depending on the brand. When selecting where to invest ad dollars,
marketers should ensure that secondary audiences aren’t included in these
totals. For example, magazines are often passed along to friends and family.
This long shelf life is beneficial for marketers, but should not be included
when deciding on where to buy as they are estimates. Use the paid
subscribers when making decisions or negotiating on cost.
Nielsen Ratings

Using statistical samplings, Nielsen is able to predict how many households

view a certain show. Although prime time may seem like a great bet to
reach wide audiences, you may discover that more niche shows in the early
or late fringe will reach your target audience for a fraction of the cost. This
is especially true as more channels and shows make television highly
fragmented.
Social

Social media allows you to target ads based on various demographics and
interests. Although the audience can be very precise, different
demographics consume media differently. Some users may not be receptive
to business related ads on Instagram, but may respond more positively on
Facebook. It is also important to measure the success of different types of
ads on these platforms – like display versus native. Test various platforms
to see what drives results.
Third Party Information
Marketing analytics  platforms such as the Marketing Measurement and
Attribution Platform  can help you identify what outlets your target
audiences frequent or television shows they watch. When selecting a
partner, investigate how these companies identify how to reach the target
audiences. Are they using outdated data or do they have media
partnerships?
How to Reach your Audience at the Right Time

When marketing to today’s empowered consumers, it is not only about

knowing where to reach them, but also when to reach them. As consumers
become more adept at tuning messaging out, marketing in the right moment
will pay dividends.  

There are several important considerations to ensure right-time marketing

across various channels:
Television

With the invention of DVR, viewers no longer have to sit through

commercials. This means that even with the right target audience, you can’t
necessarily guarantee views on commercials shown in the middle of any
show’s break. When negotiating television slots, focus on either being the
first commercial before a break or the last one at the end of a break. Even
better is live television (including the late-night news or sporting events).
Since these are live, it’s guaranteed that more people are watching at the
moment rather than pressing the fast forward button.
Radio

Since listeners often switch radio stations at a commercial break, make sure
to book ads at either the beginning of the break or the end if possible. Also,
be sure to pay attention to DMAs (Designated Market Areas). DMAs are
provided by Nielsen and are based on signal strength. For example, the
Boston market also includes Rhode Island and Southern New Hampshire. It
is important to keep this in mind, because although radio is a great way to
reach local consumers, it may also include listeners outside your target
region.
Email

When booking an eblast with an outlet, consider its timing. Fridays are a
common day for people to take off, so sending an email out on a different
day may increase your open rates (unless the data says otherwise).
Disadvantages of Target Audiences

Although target audiences are a great tool, marketers should remember that
additional opportunities may exist in the marketplace. If bands need to
reposition themselves, they may better connect with a different
demographic. There may also be use cases for products that haven’t been
considered. Combining target audiences with analytics tools can help
identify some of these missed opportunities to further capitalize on them.

Building of Advertising Programme

Double click the image
Advertising Campaign 
Advertisements have their ways to make us buy the advertised products, don’t
they? But imagine the impact that a whole series of advertisements, all sharing
the same message or supporting the same cause could have on the consumers.

Wouldn’t that heighten your interest in the product or service that is being
offered?

For instance, the #LikeAGirl campaign by Always promoted their product,

while also creating awareness among the audience about the insecurities girls go
through during their adolescence and showing that they cared about their target
consumers. This personal connect made the advertising campaign a hit.
What Is An Advertising Campaign?

An advertising campaign is essentially just a series of similar advertisements by

a company or a business that share the same core message, while also
convincing consumers to purchase their products. Each advertisement may have
a different theme, but eventually, they all support the same cause.

An advertising campaign is a specifically designed strategy that is carried

out across different mediums in order to achieve desired results such as
increased brand awareness, increased sales, and improved communication
within a specific market. All of this is accomplished through advertising.

To create an advertising campaign it’s important to keep in mind the target

audience and to understand how you can strike a chord with them to get them
interested in your products or services.

How Can An Advertising Campaign Help Your Business?

It is always better to have a well-planned strategy to promote your brand,

product or services, right? Advertising campaigns do that for you. Whether you
offer a product or a service, choose to promote your brand online or offline—
advertising campaigns help by guiding you through the process. They also help
you gauge where your business stands in the market, by comparing your
advertising campaigns with your competition, thereby also helping you assess
the strengths and weaknesses in your products.

Advertising Campaign Planning

1. Analyse the situation– Gather information about your market so

that your team and you have a general understanding about the
marketing environment. This also provides your team to assess the
strengths and weaknesses of your product, while also giving you an
idea about your competition in the market, and their previous
advertising campaigns.
2. Have an objective– Generating awareness for a new project,
changing the existing image of your brand to increase anticipation
from the consumers, conducting a trial and targeting the
weaknesses of your competitors—all these are examples of
activities that give your advertising campaign a positive boost.
3. Target consumers– When you classify your market in terms of
consumers, instead of doing so in terms of products, your
advertising campaigns have a much better impact on the target
audience. Research and survey on the subconscious purchase
behaviour of consumers can also help you to understand your
consumers better.
4. Make a statement– Words matter as much as the concept of your
advertising campaign. In fact, it is probably the most important
step in planning your campaign. It is also the most challenging step
as it requires condensing the entire concept of the advertising
campaign into a single sentence. (‘Think small’- Volkswagen, ‘I’m
lovin’ it’– McDonald’s etc)
 5. Have a media strategy– There are times when mass-media is
effective enough to get your advertising campaign trending among
the consumers. But, in the day and age of social media, it is always
better to have brand and campaign promotions across several social
media platforms.
6. Set a budget– Everything, starting from media, paperwork,
promotions, productions etc should be taken into consideration
before you can set a budget for your advertising campaign.
7. Take an inventory– Making a note of the resources that are
available with your company that can be used during the
production of your advertising campaign. Talents and skills of staff
members can also be noted down as they can also help assist the
production of your campaign.
8. Stick to a theme– It is important to have a theme to your
advertising campaign. Is the advertisement going to be nostalgic or
emotional? All the advertisements in your advertising campaign
should essentially stick to a core theme to maintain the integrity of
the campaign, as well as to reinforce the message that you wish to
send across to your consumers.
What Makes An Advertising Campaign Effective

Apart from the structure and planning, there are various other factors that can
help you create an advertising campaign. Because there is so much more to
things than just being technical, right?

1) Create a personal connect– Address the issues that you want to focus on
using your advertising campaign. Showing people that you care often
makes them more interested in the campaigns.
 2) Keep it simple– Encompassing a very major issue through an advertising
campaign while also trying to push your products to your consumers can
be hard. But minimalism and simplicity are key aspects when it comes to
advertising campaigns.
3) Be honest– With any advertising campaign, honesty and transparency are
very important to consumers. Over-selling a product and claiming it to be
something it is not decreases credibility, while honesty can attract more
consumers to your campaign.
4) Repetition can be effective– While continuous repetition of the same
message will cause your consumers to lose interest in your advertising
campaign, creatively repeating the message to get your point across, like
for instance, two advertisements sending across the same message as a
part of the same advertising campaign makes consumers show interest in
your product.
5) Identify the purpose of the campaign– What is your campaign about?
Is it creating awareness? Is the campaign bringing a new product into the
market, or is it bringing in a new use for an existing product? By
identifying the purpose of your advertising campaign, you can connect
better with your consumers.
6) Choose the right time for launching the campaign – Most advertising
campaigns are carefully rolled out during a peak season. If a festive
season is nearby, consumers will look for new and more attractive
products in the market. At such a time, launching a new advertising
campaign captures the attention of your consumers, making your
campaign a success.

Media Planning
What is Media Planning?

The word Media came from the Latin word "Middle". Media carry message to
or from a targeted audience and can add meaning to the message.

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

S.W. Dunn holds, “Media planning is the process of determining how to use
time and space of media to achieve advertising objectives.”

Fryburger opines, “Media planning involves selecting appropriate media for

carrying advertising message to target audience and deciding how much to
spend on each media and scheduling (deciding the time) when the
advertisement is to run.”

Media planning is the process of identifying and selecting media outlets –

mainly newspapers, magazines, websites, TV and radio stations, and outdoor
placement – in which to place paid advertisements. The person responsible for
evaluating the many media options and strategizing campaigns to support a
particular product, service, or brand is called a media planner. Media planners
typically are employed by advertising agencies.

A media planner’s job is to develop a coordinated plan for a particular client’s

advertising budget. They decide where, when, and how often to feature a
specific ad. The more the planner can optimize – meaning stretch – a client’s
budget to reach the largest number of people, the better his or her odds of seeing
results. The whole purpose of advertising is to make potential customers aware
of a company’s products or services and to persuade them to buy them.

Media planning is one of the four key divisions of most advertising agencies,
which also include:

 Brand planning

 Account management

 Creative

Some agencies specialize only in media planning.

Creating a Media Plan

The goal when creating a media plan is to reach target customers - those who
are most likely to buy from you, at the exact moment that they have decided to
buy. Using advertising, you can educate and inform those likely customers, to
make them aware of your business and to persuade them to buy a particular
product from you rather than another business.

To make that happen as efficiently and cost-effectively as possible, it is

important to weigh the following when developing your media plan:

 Reach. One of the two most important factors to consider, reach is the
number of people you want to get in front of during a particular
timeframe, such as a week or a month.

 Frequency. The second most important factor is frequency, which is

the number of times your target customers will see your ad. Obviously,
the higher the number, the better, but cost is also a factor. For example,
 you may want to run an ad daily in your local newspaper, but the cost
for such a purchase may exceed your annual budget.

 Cost-per-thousand. One way to measure the cost of advertising is to

divide the total cost of advertising in a particular outlet by the media’s
thousands of customers, to get the cost-per-thousand value. For
newspapers and magazines, you’d divide the cost by total subscribers.
For blogs, you’d divide by subscribers.

 Selectivity. Depending on how targeted your product is, you may want
a measure of how well the media outlet reaches your particular
prospect. For example, advertising Rolls Royces through the local
newspaper will attract attention, but what percent of the newspaper’s
subscribers fall into the target market of prospects likely to buy? It
might be too low a number to make sense.

 Impact. How many senses can the media outlet being considered
reach? Magazines can appeal to sight, and perhaps smell (with those
perfume inserts), while websites can appeal to sight and sound. The
same is true with TV. You should consider what senses will make the
biggest impact on a customer’s purchase decision.

Steps in Development of Media Plan

1. 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:

o Who is the target audience?

o What internal and external factors may influence the media plan?
 o Where and when to focus the advertising efforts?

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. Establishing Media Objective

Media objectives describes what you want the media plan to accomplish. There
are five key media objectives that a advertiser or media planner has to consider -
reach, frequency, continuity, cost, and weight.

1. Reach - Reach refers to the number of people that will be exposed to to a

media vehicle at least once during a given period of time.
2. Frequency - Frequency refers to the average number of times an
individual within target audience is exposed to a media vehicle during a
given period of time.
3. Continuity - It refers to the pattern of advertisements in a media
schedule. Continuity alternatives are as follows: 
o Continuous: Strategy of running campaign evenly over a period of
time.
o Pulsing: Strategy of running campaign steadily over a period of
time with intermittent increase in advertising at certain intervals, as
during festivals or special occasions like Olympics or World-Cup.
o Discontinuous: Strategy of advertising heavily only at certain
intervals, and no advertising in the interim period, as in case of
seasonal products. 
4. Cost - It refers to the cost of different media
 5. Weight - Weight refers to total advertising required during a particular
period.

3. Determining Media Strategies

Media strategy is determined considering the following:

1. Media Mix - From the wide variety of media vehicles, the advertiser can
employ one vehicle or a mix suitable vehicles.
2. Target Market
3. Scheduling - It shows the number of advertisements, size of
advertisements, and time on which advertisements to appear.
o Seasonal Pulse: Seasonal products like cold creams follows this
scheduling.
o Steady Pulse: According to this scheduling one ad is shown over a
period of time, say one ad per week or one ad per month.
o Periodic Pulse: A regular pattern is followed in such scheduling, as
in case of consumer durable, and non durable.
o Erratic Pulse: No regular pattern is followed in such scheduling.
o Start-up Pulse: Such scheduling is followed during a new campaign
or a launch of a new product.
o Promotional Pulse: It is for short time, only for a promotional
period.
4. Reach and frequency
5. Creative Aspects - Creativity in ad campaigns decides the success of the
product, but to implement this creativity  firm must employ a media that
supports such a strategy.
6. Flexibility -  An effective media strategy requires a degree of flexibility.
7. Budget Considerations - In determining media strategy cost must be
estimated and budget must be considered.
 8. Media Selection - It covers two broad decisions - selection of media
class, and selection of media vehicle within media class.

4. Implementation of Media Plan

The implementation of media plan requires media buying. Media Buying refers
to buying time and space in the selected media. Following are the steps in media
buying:

o Collection of information: Media buying requires sufficient information

regarding nature of target audience, nature of target market, etc.
o Selection of Media/Media Mix: Considering the collected information
and ad-budget, media or media mix is selected which suits the
requirements of both - target audience and advertiser.
o Negotiation: Price of media is negotiated to procure media at the lowest
possible price.
o Issuing Ad - copy to media: Ad-copy is issued to the media for broadcast
or telecast 
o Monitoring performance of Media: Advertiser has to monitor whether the
telecast or broadcast of ad is done properly as decided.
o Payment - Finally, it is the responsibility of advertiser to make payment
of media bills on time.

5. Evaluation and Follow-up

Evaluation is essential to assess the performance of any activity. Two factors
are important in evaluation of media plan:

o How successful were the strategies in achieving media objectives?

o Was the media plan successful in accomplishing advertising objective?
Successful strategies help build confidence and serve as reference for
developing media strategies in future, and failure is thoroughly analyzed to
avoid mistakes in future.

Unit 4
Advertising Budget
In this advertising world, everyday we see many advertisement of different
products or brands. Organizations invests heavily in advertising to make their
product popular and to increase sales. But, here the question is - how the
organizations decide - how much to advertise? How much to invest in
advertisement? What should be the size of advertising budget?
An advertising budget is an amount set aside by a company planned for the
promotion of its goods and services. Promotional activities include conducting
a market survey, getting advertisement creatives made and printed, promotion
by way of print media, digital media and social media, running ad campaigns
etc

Definition of Advertising Budget

"Advertising budget is an estimated amount an organization decides to invest in
its promotional expenditures over a period of time. An advertising budget is the
money a company set aside to accomplish its marketing objectives."

It is difficult to measure the effect of advertising on business sales. Advertising

is just one of the variables that affects sales in a period of time. As a percentage
of sales, advertising expenditure varies from business to business. Because of
such complications it is very difficult for business organizations to decide the
size of advertising budget. There are various approaches that can be used to set
advertising budget.
Advertising Budget Basis

The advertising budget of a company is based on the following factors:

 Type of advertising campaign that it intends to run

 Selection of target audience
 Type of advertising media
 Company’s objective of advertising

Process of Creating Advertising Budget

Following steps are followed to set up this budget –

 Setting advertising goals based on the company’s objectives.

 Determine the activities that are required to be done.
 Preparing the components of the advertising budget;
 Getting the budget approved by management;
 Allocation of funds for activities proposed under the advertisement plan;
 Periodically monitoring the expenses being incurred on the advertising
process;

Advertising Budget Methods

Most common methods are discussed as follows:

  Percentage of Sales: Under this method, the advertising budget is set as a
percentage of either the past sale or expected future sales. Small
businesses usually use this method.
 Competitive Parity: This method advocates that a company sets an
advertising budget similar to the one that is set up by its competitor to
yield similar results.
 Objective and Task: This method is based on the advertising objectives
under this method. Once the objectives are decided, the cost is estimated
to complete those objectives, and accordingly, a marketing budget is set.
 Market Share: In this method, the advertising budget is based on the
market share of a company. For a higher market share, less marketing
budget is set.
 All available Funds: This is a very aggressive method under which all
available profits are allocated towards advertising activities. This method
can be used by start-up businesses that need advertisements to attract
customers.
 Unit Sales: Under this method, the cost of advertisement per article is
calculated and based on the total number of articles, it is set.
 Affordable: As the name suggested, the company sets its budget based
on how much it can afford to spend.

Factors Affecting Advertising Budget

 Existing Market Share: A company having a lower market share will

require to spend more on its promotional activities. On the other hand,
companies with larger market shares can spend less on their promotional
activities.
 Competition level in the industry: If there is a high competition level in
the industry in which the company operates, then the advertising budget
 would be required to be set on a higher side to get noticed by audiences.
In case monopoly exits or where there is the least level of competition
involved, the company will need to invest less in marketing.
 Stage of the Product Life Cycle: It is a well-known fact that in the
initial introduction stage and growth stage of a product or service, more
amounts would be required for advertising. While in the later stages of
the product life cycle, the need for advertising will decline.
 Decided frequency of Advertisement: Advertising budget will also
depend on how frequently a company wants to run its ads. Frequent ads
will call for a greater budget.

Factors affecting advertising budget

Advertising is one of the variables which affect sales and hence the profit
earned. It is therefore difficult to calculate the amount to be allocated for
advertisement budget. Also the budgeting depends on various other factors like:

1. Degree of competitiveness in market: Monopoly/Duopoly/Oligopoly

A monopoly firm does not have to worry about the promotional spends as it is
the only player in the market. For duopoly, where market is dominated by two
dominant players, the promotional budgets would be high to outperform each
other. In an Oligopolistic market, where the market is cluttered and there are
many players, promotional spends has to be higher as the frequency of
advertisements has to be increased to get noticed among so many players. Thus
depending upon the competition the advertising budget is set.

2. Market Share: Market leader/Market Follower

The advertising budget for a market follower will be decided by the tactics of
the market leader. To improve market share one of the investment is to increase
promotional spent. Thus, where a company stands is a deciding factor in
advertising budget
3. Product life-cycle stage: Introduction/growth/maturity/decline

The advertisement budget would be higher at the introduction and growth stages
as it has to introduce the product in the market and establish itself among the
competitors so the frequency of advertisements would be high and so would be
the budget. As the product reaches maturity and decline stages the promotional
spent would be lower.

4. Advertising Frequency: An ad can be played only once or can be be

multiple times. Also, it can be daily, weekly, fortnightly, monthly etc.
Depending upon the requirement, the advertising budget is altered.

All these factors are responsible in creating a efficient advertising budget.

Strategies

 Let us have a look at some strategies a company can follow.

 Social Media Marketing: One can start by making profiles of the

businesses on social media platforms like Facebook and Instagram, which
can help to reach out to larger audiences in a cost-effective manner.
 Referral Benefits: In this strategy, you ask your customers to refer your
business pages to their friends and family. You provide referral benefits
and points when such referrals are buying the products. This way, your
customers do the marketing for you.
 Content Marketing: Start a blog and update interesting content that
attracts your audiences. This strategy, combined with other strategies,
will draw benefits to the business.
 Email Marketing: This strategy will depend on how strong and relevant
your database is.
  Pay per click ad: In this strategy, you pay per ad which you run on social
media platforms. Based on your selected target audience, the ad is run
and reaches the audience.

Advantages

Let us have a look at some advantages a company can follow.

 It helps to understand the requirements of advertising and allocating

budget toward each necessary activity.
 The overall advertisement expense of the company remains monitored,
and it ensures that actual expense remains within a prescribed limit.
 When the budget is followed, it is ensured that the advertisement
activities are done as per advertisement goals only, and no unnecessary
expense is incurred.
 Each advertisement activity is kept under supervision and remains
controlled well within budget.

Disadvantages

 An inaccurate budget can attract unnecessary costs since the target of the
budget would not be met.
 It may be a costly affair for companies.
 Since advertising costs will also be ultimately recovered from the
customers, the prices of the products will increase.

Brand Recognition
The term brand recognition refers to the ability of consumers to identify a
specific brand by its attributes over another one. Brand recognition is a concept
used in advertising and marketing. It is considered successful when people are
able to recognize a brand through visual or auditory cues such as logos, slogans,
packaging, colors, or jingles rather than being explicitly exposed to a company's
name. Companies often conduct market research to determine the success of
their brand recognition strategies.

Brand recognition is when customers can recognize the brand logo, design, and
advertise, tagline or the packaging of a certain product or service. Audio/video
theme songs or jingle tunes also assist in the process of brand recognition.

Companies and brands should have a consistency in their audio/video marketing

campaign and advertisement. It would create a knowledge base about the
company’s product or service in the minds of customers.

Two companies use TV commercials and spend millions of dollars on them.

One uses the product ads throughout the year; therefore, it would have a higher
brand recognition value. The other company only plays its ad during the sports
season, and people would forget about its product or services within a few
weeks.

Brand recognition requires two things; how often you’re playing the ad, and it
should be consistent. The company should create its marketing ad either about
character or brands core concept.

What Is A Brand?
Brand, in simplest terms, means any identification mark, word, name, logo,
symbol, or anything that differentiates a business from others. It can be a
combination of more than one identification element which makes a brand
identity. Most importantly, a brand is a legally protected property, and no one
else can use that identity. That legal protection is generally described as
“trademark.” It is safe to say that a brand is the most valuable asset for any
company.
Definition of Brand Elements
So, brand elements mean those elements, features, or traits that differentiate a
brand from others. As mentioned earlier, the core purpose of these brand
elements is to develop uniqueness in a competitive market. These elements may
include slogans, logo, taglines, brand name, packaging, etc.
Moreover, these brand elements must have specific characteristics which you
must consider while developing brand elements.

How to Choose Brand Elements?

The selection of brand elements is undoubtedly an essential part of a company’s
marketing mix. That is because these elements have a decisive role to play in a
company’s success or failure. Generally, there are six main characteristics for
choosing your band elements for your business.

Development of Brand Equity (Offensive Strategy)

 Memorability
 Meaningfulness
 Liability
Leveraging and Maintaining/Defending Brand Identity
 Transferability
 Adaptability
 Protect-ability
 Memorability – Easy to Remember
Brand elements should be easy-to-remembering and must be able to grab the
attention of the customers or potential customers. Brand elements with high
memorability make the consumption or purchasing process easier. Moreover,
shorter brand names easily stuck in the minds of the target audience.

Example
LG Corporation is the perfect example of brand memorability as the name is
concise and precise. Moreover, their slogan, “Life’s Good,” makes it even
easier to remember.
Meaningfulness – A Portrayal of The Brand
Meaningfulness, in this regard, means that the brand name or elements should
be descriptive about the product. Brand elements should portray or describe the
category of a specific brand product.
Meaningfulness is important because it helps in creating awareness and
recognition of a brand in a cluster of similar products. Apart from that, brand
elements should be persuasive and must be able to describe one or multiple
features of a product, as this is crucial for brand positioning.

Example
Fair & Lovely Cream is a good example of a meaningful brand name. As it is
a product for skin fairness and glow, the name itself describes the product’s
main feature.
Likeability – Make It Likable
It is not mandatory that brand elements should be directly related to the brand.
They can be interesting, colorful, and fun. In fact, these characteristics can be
very helpful in creating a brand identity. Not to mention, they can reduce the
burden of marketers to a great extent.

Example
Heineken, the beer company, stands out from its competitors due to its colorful
and unique packaging. The company uses vivid colors, which makes its
products noticeable.
Transfer-Ability – Ability to Expand
Transfer-ability means how much a brand can expand its product line. There
can be an extension in the same category or even in other categories. Apart from
that, the brand elements should be able to create a brand identity without any
restrictions of geographical boundaries.

Example
Apple Inc. deals in smartphones, laptops, tablets, etc. Of course, the apple
doesn’t represent any product related to apples. This gives the company an
advantage to expand in different categories.
Adaptability – The Extent of Flexibility
The term adaptability simply means how much a brand can adapt to the
changing market trends. Greater adaptability means the brand can easily cope-
up with changing customer opinions and market trends.

Example
Coca-cola, the iconic beverages brand, has a highly adaptable logo. They keep
on changing it as per the market/fashion trends and customer opinions. The best
thing about their logo is that even after the modifications, it has a lot of
resemblance to their vintage logo.

Protect-ability
Last but not least, brand elements should be easy to defend or protect legally.
That said, brand elements should be designed in such a way that a company can
easily defend and protect those elements in local or international markets
legally.

Types of Brand Elements with Examples

Brand elements don’t just include the name or logo; it is way bigger than that.
Here are 10 brand elements that are vital in creating an impactful and long-
lasting brand identity.
Brand Name
A brand name is the first and probably the most important brand element. It is
fair to say that a brand name itself can be a great tool for marketing. However, it
is not easy to pick a “resonating” or iconic brand name.

For instance, Coca-Cola, Microsoft, Apple, etc., are household names in global
markets. In fact, the customers happily agree to pay high prices even if a
product is associated with these brands.

Logo
Logo can be termed as the “visual name” or trademark of any brand, and make
no mistake; a logo can completely describe a brand even without mentioning its
name.

For example, the Microsoft logo or the Nike Swoosh (Nike); these logos are so
famous that they are easily recognized globally even without mentioning their
names.

Shape
The physical shape of any product can be very important in creating a brand
identity. For instance, the shape of Apple’s Inc smartphone (iPhone) is very
distinctive. Customers can easily spot an iPhone just because of its shape in a
cluster of other brands.

Theme Line
A catchy theme line/tagline is very important to create a brand identity and
strengthen the brand position. Most importantly, great taglines/theme lines are
long-lasting because of their uniqueness and impact. For instance, here are some
of the best brand theme lines:

 McDonald’s – “I’m lovin’ it.” 

  L’Oreal – “Because you’re worth it”
 Coca-Cola – “Open Happiness”
 Apple – “Think Different”
 Dunkin’ Donuts – “America runs on Dunkin’.”
Color
Brands also differentiate themselves in the market with the help of colors they
use. For instance, red is the color for KFC, their outlets have red as a prominent
color, and their sales staff also wears red. Similarly, Subway uses green as its
unique color.

Graphics
A lot of brands stand out from their competitors due to their unique graphics.
Graphics don’t mean the logos; instead, they are the product designs that make a
brand look different.

For instance, the Burberry coats look different because of their red and tan plaid
lining. Similarly, you can easily identify Louis Vuitton’s luggage because of its
stylized flower pattern.

Movement
Movement is another brand element that differentiates a product. Movement
means how a product opens, expands, shifts, or condenses. For instance,
Lamborghini’s car doors open in their trademark upward motion. Apple
introduced unique screen interaction features for iPods and iPhones. Users can
enlarge any image by moving two fingers apart.

Sound
Unique tones, notes, or sounds can also help brands to differentiate themselves.
For example, if you are a sports fan, you will be able to recognize ESPN’s
SportsCenter introduction after listening to the first two notes.
Smell
Very common in scents or fragrance brands, brands make themselves stand out
with their unique smells. For example, Chanel No. 5’s rose-jasmine-musk is a
trademarked scent.

Taste
Taste is another brand element that plays an extremely important role in
creating a brand identity for food brands. No brand can make French fries like
MacDonald’s, or KFC’s secret 11 herbs recipe is a trademark taste. Similarly,
soda lovers can easily differentiate between Coca-Cola and Pepsi. 

Importance of Brand Recognition

Here are some of the factors that can help you to understand the importance of
brand recognition, and they are as follows;

Drive for Repeat Purchase

If a company plays TV ads and commercials of its products and services
frequently, then people would be familiar with the company’s products and the
brand as well. Whenever they need a certain product, then the brand name
would come to their mind. Then at that level of marketing campaign, customers
would keep buying your products intentionally or unintentionally. It’s because
the customers can only recall the name of your brand in their mind, and they’d
keep buying it repetitively.

Provide Competitive Edge

When customers of your target market recall your company’s brand
unintentionally; and they buy products and services of your brand repetitively.
Trust and loyalty comes with repetition when you maintain quality. It gives a
unique competitive edge to your brand that the new competitors can’t have it.
Unless the new competitor offers something new and better, only then he can
take away your market share. Otherwise, brand trust and loyalty won’t let
people purchase competitors product.

Increase Products Marketing

Unintentionally recalling the brand name of your products and repetitive
shopping would make people to share their product experience with others.
Sharing product experiences with their social circles would be the marketing of
your company indirectly. More people would be interested to join your brand
and use your company’s product or service.

Levels of Brand Recognition

Brand recognition is a step by step process. How customers move in different
stages, here are the 5 levels of brand recognition;

Brand Rejection
Brand rejection is the stage when customers have a terrible experience with
your brand, and they share their negative experiences with others. We all have
good or bad experiences with the product or service of certain brands.

When bad experience happens, we swear to ourselves that we would never use
such a product again. We also share the same experience with our social circle
later.

If your product is making people to have experiences, then you should change
your marketing strategy, update your product or service, and launch some new
ad or commercial.

Brand Non-recognition
As the name implies that brand non-recognition is the phase when customers
aren’t familiar with the brand name of your company. It could be due to many
factors like; your brand is new in the market. You, marketers and designers,
haven’t differentiated the trademark in the packaging and advertisement. If
that’s the case, you should always clearly describe the services that you’re
offering.

Most importantly, how your product is different from the competitors in terms
of features and other characteristics. Your marketing strategy should be bold
and merciless; this is the only way to stand out in the competition.

Brand Recognition
If your company is new in the market and is facing competition, then brand
recognition is a plausible stage for you. It’s the phase where people are familiar
with the brand name of your company, and also the product or service you’re
offering.

If customers are familiar with your brand name printed on the packaging, then
they will recognize your product among the crowd of competitor’s product. If
you offer more features, and your marketing campaign presents your product
better. Then customers would choose your product or service.

Brand Preference
Brand preference is the selection stage where customers have to make a choice,
whether they should choose your product or the competitor’s product. The
secret to convince customers all depends on the differentiation strategy. The
better you differentiate your product, the better the chances are that customers
would prefer your brand over competitors.

When we talk about differentiation, then what extra value you’re offering in
your product that’s useful to the customer. If you’re offering something extra
what customers are looking for, then they would choose your product.
Brand Loyalty
Brand loyalty is the stage that comes with repetition and time. If your brand
keeps on delivering the quality product and service to the customers, then
customers would become accustomed to your product or service. The best way
to achieve a high level of customer loyalty is to better differentiate your
product, add some extra value and provide quality. When you offer all of these
things at once, then your customers would always prefer your product.
Strategies for Building Brand Recognition
Here are some of the steps to follows if you’re building a brand recognition
strategy.
Who is Your Target Audience
If you want the customers to know and recognize your brand, then, first of all,
you have to understand your target audience. Understand their demographic and
psychographic characteristics of your customers like their age, income,
ethnicities, education level, beliefs, values, likes, dislikes, and choices. When
you have all the demographic and psychographic information, then you can
devise a good marketing strategy for your targeted audience.

Most importantly, there should be a consistency in your marketing

campaign and you should also update your advertisement regularly. It’s
because all the marketing material like TV ads and commercials would serve as
a communication channel between the company and the customers.
Therefore, the communication channel should send the right marketing, brand
and product message to the customers. If you send the right message, then it
would not only represent your product better. But it would help to achieve the
desired results what your marketing campaign planned to do.
Brand Visuals
Brand visuals are comprised of logos, color schemes, trademark and design of
your brand. It’s better to decide typefaces before deciding any logo, color or
design of your brand. It’s because different shapes, colors, and geometry of the
logo design convey different messages. You have to be very precise about the
message that you want to convey.
For instance, tech industries usually use angular shapes and fonts because it
sends the message of innovation and creativity. Service industries, on the other
hand, use round shapes to convey the message of creativity, friendliness, and
completeness. Black color is usually easier to remember and it makes a good
impact in terms of brand recognition.

It is better if you use a combination of two colors, and the combination of colors
should be appealing and unique. Trending colors are good, and they usually
attract the young and teen customers. Classic colors are usually long-lasting.
Therefore, knowing the age, education level, values, and choices are important
to make the right decision about the company’s logo design, color scheme, and
design.

Use Social Media

Using social media for your brand would help you to informally engage with
your targeting market. Funny, comic and light marketing ads are usually easily
recognizable. Social media also helps you to get more exposure to your brand in
a very short time. Furthermore, doing live shows, publications, webinars,
company blogs and articles, and trade shows also play a very important role in
terms of getting more user engagements.  
Customer Feedback
Customers’ reviews and feedback are also very important to find out the weak
areas of your brand, where you need to work more. If the company keeps
improving the product or service by using the customers’ feedback, then
customer’s loyalty would remain intact. Most importantly, always be thankful to
the customers for their feedback.

Selection of Advertising
Agency
An advertising agency is a company that helps advertisers create advertisements
and place them with appropriate media. An agency is purely a service business,
manufacturing nothing. Its “products” are ideas for what will make good
advertising, its assets are creativity and expertise.
Aside from its office furniture, an ad agency owns practically nothing tangible.
In this business, your inventory goes down the elevator at 5 o’clock for
marketing managers, advertising agencies are an important, sometimes an
indispensable, aid in devising and implementing advertising strategy.
Advertising agencies have specialized in the service of creating and preparing
advertising. The term agency implies both creative and advertising production
personal (e.g. artists, TV producers print production manager, etc.) who do this
kind of work for client, firms, and can spread their cost among all the clients.
Clearly, individual advertisers cannot justify the very high costs of having such
a wide range of talent on their pay-rolls.
Apart from creative task, advertising agencies provide a variety of other
services. One of the more important is media planning. Agencies employ media
specialists to help clients in determining media mixes and schedules.
An advertising agency may be defined as “an independent organisation of
creative and business people who specialise in the development and
preparation of advertising plans, advertisement and other promotional
tools and arrange for the purchase of advertising space and time in the
various media”.

A modern advertising agency offers specialised knowledge, skills and

experience which are required to produce an effective advertising
campaign. It consists of writers, artists, media experts, researchers,
television producers and account executives. These specialists work
together to understand fully the advertiser’s requirements of an
advertisement campaign and develop suitable advertising plans and
strategies.

According to American Association of Advertising Agency an advertising

agency is one –
i. Which is an independent organization.
ii. Which is composed of creative and business people.
iii. Who develop, prepare and place advertisements in media.
iv. Which is for sellers seeking to find customers for their goods and services.
Philip Kotler opines that “Advertising agency is a marketing service firm that
assists its clients in planning, preparing, implementing and evaluating various
activities of advertising campaign.”
The Advertiser looks for an advertising agency whose services and expertise
meets his requirements. Following factors should be considered while selecting
an advertising agency:-

Services offered by Ad-agency - There are different agencies provides

different services, some provides all the services, some provide selected
services, some provides only media services. It depends on the requirement of
advertiser whether he need a fulls service agency, creative boutique, media
buying service agency, or a sweet shop.

Experience of Agency - An experienced agency performs better then a new

agency  because it is familiar with different components of marketing
environment like- competitors' policies, taste of consumer, income of consumer,
consumer responses, fashions and trends, reputation of different media etc.

Location - A major factor to be considered while selecting ad-agency is

location of office of agency. A considerable amount of communication is
required at different level of ad planning, creation and execution. So, a local or
near by ad-agency should be preferred which is easily accessible.

Size of Agency - There are both large size agencies and small size agencies,
both have their own advantages and disadvantages. Large agencies serves big
clients, provides wide variety of services, and charges higher but, cannot give
personal attention because of having large number of clients, also cannot give
much attention to small clients because of having large number of big clients.

Competitors' Agency - Agency which is working for competitors must be

avoided otherwise agency will not  prepare ads which help the advertiser to take
an edge over competition.
Image of Agency - While selecting ad-agency the advertiser should inquire the
image, integrity, ethical standards, and relations of agency with its clients.

Creativity and other skills - Ad-agency must be creative enough to generate new

ideas to gain the attention of target audience.

Rates Charged by Agency - The rates of agency must suit the pocket of client.
Advertiser should select agency whose rates are reasonable and within the ad-
budget.

Financial Strength of Agency - A financially strong ad-agency have better

turnover and better contacts with media owner, and afford better infrastructure,
well-equipped-ad labs, and quality staff.

Past Records of Agency - It is necessary to know who were the past clients of
agency, how long were they with agency, why they left the agency, brand image
of products of clients, etc

Things to consider while choosing your Advertising Agency

Anybody who wants to sell its product or its service must be aware of the
marketing mix of 4Ps – Product, Place, Price and Promotion. One of the most
essential elements of marketing is Promotion. In order to make your product
popular and known in the eyes of consumer it’s very important to promote your
product efficiently. In regards to promotion, it’s paramount to choose an
effective advertising agency which has both the expertise as well as experience.
If you are looking for something on the same lines then the following
criterion would help you find the right advertising agency.

1. Years of experience: While selecting an advertising agency, it is advisable to

look into the number of years they have been in the industry. Not only does
experience teach new things but also helps in recognizing what the client is
actually looking for, this helps in saving both time and money.

2. Where is it located: World is now a global village and distance is no more a

hurdle, however if given a choice, it is always better to look for an advertising
agency which is located locally so that it is easy to establish an effective
communication.

3. Clientele: In order to establish confidence at the first phase, it’s wise to

inquire about the advertising agencies current and past clientele. You will also
be able to find out the kind of services they offer by looking into their
past performances.

4. Past performance: As mentioned above, looking into the advertising

agencies‘ past performance gives you a rough idea about the way they work and
the end result which is delivered, accordingly you can also bid for price and set
a cost structure.

5. Attitude & Approach: The initially stages of communication and inquiry will
provide you a rough idea about the ad agencies‘ attitude. Since it’s a creative
field, therefore it is very important for the ad agency to be flexible and keep a
positive attitude.

6. Techniques and skills: Try and look into their expertise and the services
which they have rendered before. How successful an ad agency has been in the
past does not always mean they would be able to do justice for you as well. Try
and find out the skills they have and their forte and see whether it would match
to your requirements.
 7. Cost: Cost and pricing forms a very important part of any marketing
or promotional activities. Make sure you take into consideration the
total expenditure involved as well as arrangements for dispersal of expenses.
It’s better to discuss in advance how both the parties would like the payment
to be, either fixed cost on an annual basis or a monthly payment on a
flexible tenure.

8. Applauds and recognition : If you are looking to play safe then it’s wise to
hire an advertising agency which is already recognized and is known to be
delivering good services,  however if you are ready to experiment then
sometimes small fish and new players also deliver quality results. They might
not have medals to display but may prove their expertise.

Unit 5
Electronic Advertising
Electronic advertising is advertising that uses the Internet and other forms of
digital media to help a business promote and sell goods and services.
What is the purpose of using Electronic advertising?

The purpose of using Electronic advertising is to reach a wider range of

potential customers by connecting with them over the web. It is also a lot more
cost effective as you can fund your advertising within the boundaries of your
own budget. Another luxury of Electronic advertising is ‘Target Marketing’.
This means that you can target your desired group of customers based on a wide
range of criteria such as age, location, gender and religion, (Plus much more!)

What is the principal structure of Electronic advertising?

• Published on the Internet.

• Electronic advertising provide a hyperlink that redirects to the company’s site.
• Can include animated movements in the advertisements.

What are the different types of Electronic advertising?

• Web banner advertising:

A) Wallpaper advertising: This is one of the most popular types of advertising

as it changes the background of the website to the chosen promotion.
B) Pop up advertising: When clicking on a website it causes a new screen to
open by itself that advertises the product.
C) Floating advertising: A floating ad moves across the screen, giving the user
the option to click on it.

• Ad Sense advertising:
This refers to companies that have paid major search engines, (such as Google)
to promote their businesses within the first three links that appear when a search
is entered.

Where does the use of Electronic advertising fit into the process of
establishing e-commerce marketing?

There are three primary steps that fit into the process of establishing e-
commerce marketing;

1) Complete the digital content

2) Place the Electronic Advertising
3) Monitor your results

How does the use of Electronic advertising impact on e-commerce

marketing?

One precaution that should be taken regarding Electronic Advertising is that if it

is done poorly it can severely damage the image of the company. Once
something is published on the Internet it is near impossible to remove it
therefore extra care must be taken to ensure that the advertisements are
consistently monitored and controlled.

What specific terms are used when using Electronic advertising?

Cookie: A cookie is a file on someone’s computer that records specific

information from their search history to help promote relevant ad rotation.
Web banner: A type of advertising that is intended to attract potential customers
by promoting the company’s website by an ad-server. It typically rolls across
the screen or flashes.
Pop ups: A type of ad that ‘pops up’ usually in a small box on the user’s screen
that promotes a company’s business.

There are many things that have to be kept in mind while planning for electronic
media advertising. The minutest things must be included in the strategy. The
strategy includes the following steps:
 Demographic Reach:  What segment of population we should target
with respect to the product. The kids, youngsters, professionals or
older section what has to be targeted must be carried in mind for the
successful strategy.
 Geographic Reach: Which place your target market belongs to must be
decided so that the advertisement must be done there?
 Vehicle Selection: Which medium should be selected radio, TV or
internet? If TV than which channel: Hindi, Malayalam, Punjabi,
Gujarati, etc. Depending upon the target market select the vehicle
through which you will advertise.
 Duration:  The time duration of the advertisement must be decided in
order to cover the theme of the advertisement. The time must be
minimum 10 to 15 seconds to communicate effectively with the
audiences.
 Timings: At what time of the day the advertisement should run on TV
or radio, etc. If the product is youngster’s exclusive then the evening
time will be preferable after busy schedules of college. The same holds
for other sections accordingly.

Advantage: Your Customers Are on the Internet

Do you know anyone who doesn’t use the internet? The fact that it is so
ubiquitous is probably the most compelling reason to get on board. Platforms
like Facebook, Instagram, Twitter and LinkedIn give you ample opportunities
to put your products or services in front of potential customers. The Google
Display Network is a true advertising behemoth with more than 2 million
publisher sites on which you can advertise.

Advantage: You Can Target Effectively

Imagine you could take a snapshot of your best customer and duplicate him a
hundred times. With look-alike audiences on social media platforms, you
almost can. Facebook and similar networking channels have troves of
demographics they share with advertisers, so you can hone in on users who are
most likely to purchase your products. Target prospective customers or clients
by job title on LinkedIn, connections on Facebook, or interests and behaviors
on Instagram. Unlike the wide net approach of traditional television and radio
advertising, internet advertising lets you find the right prospects at the right
time and show them an ad they may care about.

Advantage: You Can Closely Monitor Spending

You can spend thousands of dollars on a 30-second television ad that might

reach someone who might be interested in what you have to sell someday. You
can also spend thousands of dollars on internet ads, and only pay when people
who are interested in your products click on your ad. With digital ads, you can
set a spending cap and limit the number of times a prospective customer sees
an ad in a given period.

Advantage: You Can Track Your Results

Digital advertising allows you to monitor and track the results of all your
campaigns. You can find out when a lead converted into a sale, note the
platform where it happened, and determine what kinds of ads are working best
for your particular demographic. The internet with all its minute tracking
abilities allows you to measure the return on investment of your marketing
dollars.

Disadvantage: It’s Complicated

There are lots of choices when it comes to advertising on the internet. You can
choose search advertising, so your ads show up when a target audience is
looking for just what you offer or display ads that appear where your most
likely prospects roam on the internet. There are even native ads that show up
on publisher sites and blend in so well that they appear not to be ads at all.
Then there are remarketing ads that target someone who’s visited your website
with a customized message that appears in front of them somewhere else on
the internet.

Add to those choices the way you pay. With pay-per-click ads, you pay when
someone clicks, but how much are you willing to pay? For those search ads,
you’ll need to identify key search terms and decide how much to bid on each
word. There are lots of levers to pull.

Disadvantage: Mistakes Can Be Costly

Because digital advertising is complicated, it’s not uncommon for businesses

to make mistakes. Choose the wrong keywords, neglect a bidding cap, target
ineffectively, or leave a campaign running when you thought it was off, and
you can spend a fortune without turning a single lead into a sale. For example,
if you run a campaign on Facebook but your customers are more likely to be
LinkedIn users, you’re unlikely to convert a lead. If you don’t cap your bids,
you could blow through the money you thought would last months in a matter
of days.
Disadvantage: Competition Is Fierce

It depends on your products and market, but internet advertising competition

can make ads prohibitively expensive. Those keyword bids? If you can only
afford 10 cents a word, but your competitor can pay $10, you don’t stand
much of a chance. For some businesses, it makes sense to build a good website
and then rely on traditional advertising methods that have always worked in
the past.

Disadvantage: Ad Fatigue Is Common

Have you ever been on a site and seen an ad for a product on which you
recently ran a search? That’s internet advertising at its most typical, but have
you also noticed that after a while, those ads don’t even register on your radar?
It’s like they’re invisible. It’s a common and pervasive problem with running
ads on the internet. If the campaigns aren’t run correctly, your brand and its
products suffer from ad fatigue.

You have lots of marketing choices, and the internet should probably be one of
them. Do your research to ensure that you reap all the benefits and avoid the
pitfalls.
Advantages of Digital Media Advertising

Bigger Reach

Can you guess how many people have internet access all over the world? Over 3
billion! That’s the power you have at your fingertips, and that’s the kind of
reach the internet can give you.

The biggest advantage of digital media advertising has got to be the huge reach
it can give any business, and it’s bigger than any other traditional means of
marketing.

If you look to everybody you know, you won’t find anyone who doesn’t use the
internet. So, to have an online presence means that any brand can grow beyond
its wildest dreams if they do it all right.

Cheaper

Any ideas how much a street billboard cost, or a TV spot? Well, a lot, thousands
of dollars to be exact. On the contrary, promoting your brand online doesn’t
cost nearly half as much as one of those other traditional means.

You can post ads online and create campaigns, and they cost fractions of what
30 seconds on TV would. This is the power of the internet, and why pretty
much every company out there is using it.
You also have social media, and it won’t even cost you a thing to create a page
and start posting quality content on it. Sure you can boost your posts by paying
money, but if you choose, you don’t need to pay anything and you can still get
good reach.

Tailored Targeting

One of the most interesting and powerful qualities of digital marketing is the
fact that it helps you target specific customers. It’s how companies multiply
their sales, by reaching all the right people.

How is this done? Thanks to the massive data available in the world of digital
media advertising, you get to learn who your most interested demographics are,
and you target them among all others.

Platforms like Facebook or Google, for instance, give you access to all sorts of
data about your audience, like age, search and purchase patterns, location,
interests, and much more. You get to leverage that data to create content
specifically tailored to those demographics.

In a nutshell, you find out who your loyal customers are, what they like, and
more importantly, how to create content specifically for them so they could
remain loyal and invested in your brand.
The Ability to Track Results

Another very important feature of digital advertising is the fact that it allows
you to track your results and how well your campaigns did.

Using web analytics and online tools, you get to learn what your campaigns did
best and where they went wrong, and who liked them of your target audience
and who didn’t.

This helps you determine what ads of yours are working, and in time you get to
duplicate your successes and minimize your failures because you have
measurable metrics that help you track and understand them.

Disadvantages of Digital Media Advertising

It Isn’t Easy

In all honesty, digital marketing is complicated, and it’s a science that needs a
lot of time to master, if you even manage to do that.

Between SEO, paid ads, pay per click ads, social media campaigns, websites,
and tons of other things, you’ll need a very capable team to manage that, and
you’re going to have to invest in training them and honing their skill if you want
them to truly be good at what they do.
It’s a lot to absorb, and more importantly, there are always new trends and tools
created to even further improve the performance of your campaigns and
platforms.

So, you need to also keep up to date and always stay aware of what goes on in
this intricate world.

Bigger Competition

While digital advertising opened new doors for you and can help you take your
business to new heights, it did the exact same for your competition. Every
competitor you have is using the same strategies and approaches you’re using,
and that means you have to up your game.

Businesses aren’t just local anymore, and you can just as easily be faced with
competition from another country from out of nowhere. So you always have to
be on your toes and at your best game if you want to go head to head with the
best.

You Can’t Afford to Slip

With bigger reach comes a bigger responsibility. A slip-up can be very costly in
the world of digital advertising, and the internet doesn’t forget or forgive.

This is why you need to be very careful because if you offended someone with a
campaign or stepped on the wrong toes, it can go viral within hours and your
business can be easily ruined.
Privacy Problems

There are some who claim that platforms gathering data on users without their
permission is both unethical and should be illegal. That is something you need
to take into consideration.

Is it acceptable to collect information and data about users, and does this
constitute a breach of their privacy?

Wrapping Up

When it comes down to it, using digital media advertising is no longer an option
for any business wanting to succeed.

Is it perfect? Definitely not, but what is?

It’s up to you to decide at the end of the day if you’re going with the flow, but
not doing it would be most definitely swimming against the tide.

Over to you

How do you manage your digital media advertising and marketing needs? Share
your thoughts and experiences in the comments.
Retail Marketing
I explained what retail advertising is, but now I want to discuss the bigger
picture, which is retail marketing.

Retail marketing is the process that entails everything from how you
create the product, how you price it, where you place it for distribution, and
how you promote it.
Let’s discuss each component of the retail marketing mix, namely the four
P’s.

1. Product
Before you market a product, you first need to decide on what you’re going
to sell.

In this first step, it’s essential to think about the type of product(s) you want
to add to your store, its features, the variety you’d like to provide, the
number of products (you can create a limited line), and the packaging.

2. Price  
Pricing is a critical element in marketing, one that can make or break your
retail business. Your competitors, the market conditions, the overhead
expenses, the profit, the demand, and product positioning are some of the
most important factors you need to consider.

In retail, a standard pricing method is the one called value-based pricing,

where you set the price of a product by estimating how much your
customers value what you’re selling.

Besides using this method, you also want to calculate the retail price so
that you cover the cost of goods as well as additional overhead costs while
thinking about profit as well.

3. Place
Location is crucial when selling products offline. Here you need to decide
whether you want to sell your products in a physical store that already
exists, or if you want to establish your own.

On top of having a brick and mortar store, having an online distribution

channel such as an online shop will help you reach even more customers,
specifically those who don’t live in your country and can’t visit your offline
store.
4. Promotion  
Promoting your products is an absolutely necessary component of the retail
marketing plan. You can have a wide range of objectives when
communicating about your products.

It can be everything from increasing brand awareness towards your

company, sparking interest for the products you’re selling, or simply
converting visitors into customers and increasing sales.

Promotion is all about having a deep understanding of your target audience

and how to reach it, and retail advertising in an online era, as you’ll see
later in the article, plays a massive role in that sense.

Now that we’ve talked about the four pillars of retail marketing let’s get into
the strategy.

Cooperative advertising

Cooperative advertising involves paid advertising messages with costs shared by

retailers and manufacturers. Retailers often initiative the pursuit of co-op ads with
the point being that the retailer and the manufacturer benefit when end customers
buy the products the manufacturer makes and the retailer sells.

Process

Retailers deliver advertising messages through traditional media such as television,

radio, print and the Internet. Many also use other grassroots local media and
distribute fliers to households in the area. With co-op advertising, manufacturers
commonly pay part of the advertising costs for supplier ads and provide product
images for use in the ad. The amount of advertising costs shared by the retailer
and manufacturer vary, depending on the relationship and the prominence of the
manufacturer's brand within the ad.

Manufacturer Contributions

In its overview of "Co-Op Advertising," the website Entrepreneur points out that
manufacturers do not always contribute money for their part in the arrangement.
Some do contribute large or small amounts of cash toward the actual ad costs. In
other cases, the cooperate advertising includes specific promotional gimmicks or
point-of-purchase displays. POP merchandise displays are common when new
products or improvements are launched. Manufacturers usually pay for the
creation of cardboard or other types of displays, and send them along with product
to the retailer.

Small Business Benefits

Inc. points out specific benefits of co-op advertising for small business owners.
Small businesses sometimes operate with ad budgets as low as a few thousand
dollars. Many cannot afford significant ad placements and rely on cooperative ad
agreements with manufacturers to promote their businesses and drive traffic.
These agreements are especially useful when the small business specializes in
certain products from one, or a small number of manufacturers.

Other Insights

Many retailers fail to take advantage of possible cooperative arrangements with

manufacturers that set aside budgets for co-op placements. Retailers should work
with professional ad agencies when possible to get effective ad designs that will
impress manufacturers and encourage them to continue co-op relationships. The
point of a co-operative advertisement is typically to use the manufacturer's brand
name to generate interest and traffic to your business. Reviewing effectiveness of
cooperative ads is important for ongoing success with them.

Public service advertisement

Public service advertisement is a type of marketing that is circulated in the market
without any cost and is for the public welfare. These are designed and broadcast for
the societal improvements and for the collective wellbeing of the community as a
whole.

Also, these are broadcast by the mass media to let the general public know and
inform about social matters. Along with the attraction the public service
advertisement always has some specific purpose behind its agenda.  Public service
advertisement evolved after the First World War and instead of making money, it
is for covering some specific agenda and to resolve some societal problems in a
disguised form.

It is to change the behavioral aspect of the community as a whole rather than to

make giant sales. The approach that is used by such types of advertisement is to
make such action plans, which forces people to think about various societal issues.
These plans are designed in such a way that they inspire people and motivate them
to think about those issues that may be environmental, health, or human rights. Ads
made by non-profit organizations for the people’s sake. They accommodate the
issues that are in the public interest rather than their own, such as the
advertisement for the donation for blind people by LBRT to remove the shadow of
darkness from their memories and to brighten up their lives.

There are also some other names of Public Service Advertisements as Public
information films in the UK, these movies are also named by Public Service
Announcements in the US and in Hong Kong too.

Purpose of Public Service Advertisement

Public service advertisements involve the collective interest of a community and are
concerned to spread the awareness for a purpose that is broadcast without any
charge by the government for the promotion of some state programs or other social
agendas.

These kinds of advertisements can be broadcast by using any media source such as
print, electronic (television or by sending mail), or billboards. These ads can be
made on-air in any form to stimulate the minds of the general public.

Structure of PSA

The public service messages are economical and inexpensive, but the procedures
and instructions for such kind of campaigns are the same as for paid media. But the
target of such kinds of ads is the whole community, so you have to maintain the
reliability of the ad. For launching PSA you have to consider:-

1. For employing such kinds of ads first make a brief analysis of your message to
deliver whether it is in the benefits of the overall society. You are not making it to
sell any of your product and not for maintaining the name and goodwill of your
organization, but rather to educate the people. So the first step is to decide the
message in a brief way that you want to communicate for a response.
2. Then decide which advertising mode will be more beneficial in the public interest to
deliver the message and with the help of which broadcasting medium it will show
significant results. Try to portray the message in an informative way that will
enlighten the society in the long run.
3. Now is the time to select your target audience whom you want to approach, whether
that is for the awareness of the whole community or for some specific audience that
you want to approach on the basis of different segmentation like age, gender race or
some other. This target market approach will help you to retain your energy both in
form of time and money. Along with being economical, it will also directly hit the
minds of the targeted audience efficiently and in an effective way.
4. The 4th step is to determine the budget. The main question is what budget is
allocated by the state/government or non-profit organization for that specific
campaign. Being economical and including any influential personality will improve the
effectiveness of the message?
 5. Determine the tool and technique with the help of which you want to communicate
and reach your target audience. Analyze which medium will be the most beneficial
and cost-effective.
6. Because of huge competition in media, before starting any PSA campaign meet
higher authority, public service advertisement representatives and directors to come
to know their attention level for that particular issue so that you may not waste your
time and resources. Due to tough competition, not every PSA gets time and space to
be broadcasted.  Convince them about the importance of the agenda or choose
some other tool to launch.

Public Service Advertising Examples

Instead of being boring kinds of ads, make them interested and eye-catching, so
that they can lead the minds of the overall society and can bring a change by
educating the society. The area that can be covered under such campaigns include:-

 Voting right
 Quit smoking
 Child abuse
 Donation for hospitals
 Sexual abuse
 Environmental issues
 Go green
 Drive safely

The dilemma with the PSA

A big eye-catching problem with the public service advertisement is usually the
broadcasting time and space of other paid commercials. Usually, we observe a
contradiction among them and found placed very next to each other and people
start mingling them.

At this, it’s become hard for the general public to decide, which aid is beneficial for
them. So the PSA’s must be designed in such an effective way that they can
approach and click the mind of the general community very easily to make the
society free of unhealthy acts.

Examples of Public Service Advertising

1. Disability Support Services

Different non-profit organizations opt for PSAs for educating the common
public about their mission of offering support to disabled clients. CCI or
California-based Canine Companions for Independences utilizes trained
assistance dogs for helping disabled clients.
For letting people know about their services, CCI uses PSA campaigns to
publicize the benefits of assistance dogs TV ads, print ads, or online
banners.

2. Emergency Preparedness

The Federal Emergency Management Agency and the Ad Council teams

up with ad agencies for creating Public Service Ads for sharing the
importance of emergency preparedness for the general population in
situations like natural disasters like floods, fires, tornadoes, earthquakes,
etc.

Such PSA campaigns were publicized via radio, print, web, and outdoor
ads.

3. Anti Smoking Ads

For educating people about the dangers of smoking, a car that was
crushed by a 7-foot cigarette was used for grabbing the attention of the
public at the National Non-Smoking Week and the British Columbia Lung
Association.

In this PSA, a car was positioned at the Vancouver Art Gallery to educate
people about the fact that every year thousands of British Columbians die
because of smoking while very few die because of car accidents.