ASSIGNMENT NO. 1 Q. NO. 1 Explain the general objectives of advertising after explaining different definitions of advertising.

Advertising: Advertising is an art of the seller in which he introduces ideas, goods and services for the buyer through the media of mass communication. Advertising is many things to many people; to a house wife, it is a source of information to guide her for family purpose; to a forest ranger, it is a smoky hears; to a printer and publisher it is what to pay for printing; and for a manufacturer it is a means of talking simultaneously with hundred and thousand people. Advertising plays a vital role in the economical structure of a society. As part of our social life, advertising greatly affects our lifestyle. Advertisement is a vital marketing tool as well as powerful communication force calling something for attention of the people, especially by paid announcements.

Definition of Advertising: Different experts. Have defined advertising differently. Some of definitions are presented below: 1. Advertising is a powerful communication and vital tool helping to sell goods, ideas and services through the channel and persuasion. 2. Advertising is peoples .communication with other people in which one group supplies the needs and desires of the other group. 3. Advertising is a sort of communication from a man, who has an idea, tp a man who can bo-influe nced to accept such idea. 4. Advertising is paid-torm communication which tends to influence some or morepeople. 5. Advertising provides the kind of information the customer needs to make a buying decision.

6. Advertising is a controlled and identified information and persuasion by means of mass communication media. 7. Advertising is the art of telling whole lie out of the half-truth. 8. Advertising is more than a tool to accelerate the distribution of goods. 9. Advertising is the spokesman of a business man. 10. Advertising is a gift behind the price. 11. Advertising is a salesman in print. 12. S. Chandan, Jagjit Singh and P. N. Malhan in the book entitled Essentials of Advertising have formulated the following definition of Advertising: Advertising is any controlled lrom of non-personal presentation and promotion. ideas, goods and services by an identified sponsor, that is used to inform and persuade the selected market Explanation of the definition: Paid Form: Paid form is necessary to distinguish advertising from publicity or public relations. A positive news story about a product is not considered advertising. Paid form also becomes controlled form, because the advertiser can exercise control over the content of the massage as well as the manner in which it is to be placed. An exception to this rule is public service campaign or free and donated advertising space by some non-profit organizations. Advertisement placed by the Army or Boy Scouts may be controlled rut not paid for and still be considered as advertisement. Non-Personal presentation: Advertising is non-personal as against face to face personal selling. It is meant to reach and communicate with a mass market in the least expensive way. Personal selling is extremely costly. While the advertising message may give an impression of a personal appeal, it rs still considered as non-personal. Ideas, Goods or Services: While most advertising is still confined to promote tangible and physical goods, it is also being extensively used for service oriented outlets, like banks, restaurants, airlines and insurance companies. Public service oriented and non- it organizations are not involved in promotion of goods and services but only in r popularizing ideas about the necessity and usefulness of their existence and why public help is important for example, the Red Cross is quite often advertised. An Identified Sponsor: This is meant to differentiate between advertising and propaganda. Both propaganda and advertising are meant to influence the opinion and behaviour of the receiver of the message. But propaganda, without an identiable sponsor would not connect the message with the originator of the message, thus making the evaluation of the message difficult. As much of the quality of the product or

services is dated with the name and the image of the company, an advertisement without an identified sponsor would not serve its purpose and thus be a wasteful expenditure. inform and Persuade: Before a consumer can be persuaded to buy a product, he must become aware of it. Advertising must inform the potential customer about a new product or a new use of a product or about a breakthrough in a certain technology. Persuasion is the most important aspect of promotion and advertising. According to Clyde R. Miller, All successes in business, in industrial product, in invention, in religious conversion, in education and in politics depend upon the process of persuasion Persuasion must change or reinforce an attitude or behaviour in one form or another. However, care must be taken as to the extent of persuasion so that it does not become misleading or wrong. Selected Market: For advertising to be effective, it must reach potential consumers. Advertisers must prepare their ads and select their media with an eye to influencing the selected market. For example an advertisement for a tractor would not be very useful, if placed in the Times magazine which is primarily read by the urban elite. The advertisement for the Rolex watch is intended to appeal to the financially elite. Afrosheen is mean to be marketed to an ethnic market. Unless the market is segmented, the advertising will not have its optimum effect. Objectives of Advertising: Detail information is given to prospective buyers in respect of particular product or service through advertising. To Remind the public Advertisement reminds the public about the existence of products in the market. It is a continuous process of persuading the prospective customers which the by results in purchase of goods. To change social attitude Attempts are made to change the social attitude by advertising in order to sell products never sold before. So it facilitates to create market attitude in a public. To induce the public It aims to induce the public to purchase advertised products as against competing products.

 To convince customers for direct purchase Mail order business may be made popular by advertising. Under this arrangement, the buyers get goods through the post office. No personal contact is made between the buyers and sellers. So it convinces customers for direct purchase. To encourage salesman Salesman generally finds ready buyers at his business centre which are convinced by advertising. So it assists the Salesman greatly and he has not to face any problem in realizing the goods. Types of advertising Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards and forehead advertising, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes (logojets), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an identified sponsor pays to deliver their message through a medium is advertising:Television advertising / Music in advertising The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached US$3.5 million (as of 2012). Some television commercials feature a song or jingle that listeners soon relate to the product. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant to the remote broadcast audience. More controversially, virtual billboards may be inserted into the background where none exist in real-life. This technique is especially used in televised sporting events. Virtual product placement is also possible

Infomercials An infomercial is a long-format television commercial, typically five minutes or longer. The word infomercial is a portmanteau of the words information & commercial. The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals. Radio advertising Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found not only on air, but also online. According to Arbitron, radio has approximately 241.6 million weekly listeners, or more than 93 percent of the U.S. population. Online advertising Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. Product placements Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruises character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them classics, because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most

notably Casino Royale. In Fantastic Four: Rise of the Silver Surfer, the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard. Press advertising Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper. Billboard advertising Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums. The RedEye newspaper advertised to its target market at North Avenue Beach with a sailboat billboard on Lake Michigan. Mobile billboard advertising Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including: Target advertising, one-day, and long-term campaigns, Conventions, Sporting events, Store openings and similar promotional events, and Big advertisements from smaller companies. In-store advertising In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (aka POPPoint Of Purchase display), eye-catching displays

promoting a specific product, and advertisements in such places as shopping carts and in-store video displays. Coffee cup advertising Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, caf, or drive-through coffee shop. This form of advertising was first popularized in Australia, and has begun growing in popularity in the United States, India, and parts of the Middle East.[citation needed] Street advertising This type of advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements. Working with products such as Reverse Graffiti, air dancers and 3D pavement advertising, the media became an affordable and effective tool for getting brand messages out into public spaces.[citation needed] Sheltered Outdoor Advertising This type of advertising opens the possibility of combining outdoor with indoor advertisement by placing large mobile, structures (tents) in public places on temporary bases. The large outer advertising space exerts a strong pull on the observer; the product is promoted indoor, where the creative decor can intensify the impression. Celebrity branding This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps contract with Kelloggs was terminated, as Kelloggs did not want to associate with him after he was photographed smoking marijuana. Celebrities such as Britney Spears have advertised for multiple products including Pepsi, Candies from Kohls, Twister, NASCAR, Toyota and many more.

Q. NO. 2 Describe different kinds of advertising. Explain with examples. Kinds of Advertising: Advertising includes those activities by which visual or oral messages are addressed to the public for the purpose of informing and influencing them to buy merchandise or services. These activities of advertising must tell the story of product, service, idea, person etc. Its basic appeal may be the same, but the shades and variations of the sales message must match the variety of merchandise. These different shades and variations of the message are actually different kinds of advertising. So, classification of kinds of advertising are established in accordance with the purpose of writers. Advertising can be classified from different angles, such as according to media, type of product, service, idea, institution, type of appeal; character of action sought, and so on. Different kinds of advertising with variety of appeals and messages are used to push the product ahead in its journey.

FOLLOWING ARE THE VARIOUS TYPES OF ADVERTISING: National Advertising National advertising refers chiefly to advertising done by a producer to get people to buy his/her branded goods, wherever they are sold. The term national advertising has a special meaning. It is the advertising advertised directly to consumers urging them to buy and consume the product. National advertising, as the term is commonly used, refers not to the extent of the advertising, but to its purpose, which is to leave the consumer favourably disposed towards buying the product. The national advertiser has chiefly one product to sell over a period of time. The term National Advertising is usually used to designate the type of advertising which is done by a manufacturer on a nationwide scale to stimulate demand for his/her product among ultimate consumers.

As national advertiser speaks to a wide and distant audience, therefore it is difficult to trace the sales effects of a single insertion of an advertisement. It could be possible if it seems exclusively one medium. Regional and Local Advertising Regional advertising is confined to one region of the country. When a product is available and consumed on regional level, the advertisement of such product takes place on regional level. Regional advertising may come from the manufacturer, the wholesaler or the retailer. Similarly local advertising is confined to one trading area or city, and usually is considered to be synonymous with the term retail advertising. The advertising, familiar to all citizens of the country done by the departmental store in the city or trading area through the local daily newspaper or on the local radio s station is local advertising. The product or service which is available on local level and is Also in general consumption of local consumers can be advertised on local level. The advertising may in fact be promoting the sale of nationally advertised brands of merchandise, But the stress is on the concept that the reader is to come and buy that brand in the advertisers store rather than in some competitive store. Or the local advertiser may be attempting to induce the consumer to patronize his/her particular store and may not advertise any manufacturers brands of merchandise. Retail Advertising Retail advertising conveys the message of the local merchants or service organizations. Retail advertising is addressed directly to consumers. It is the advertisement of merchant or dealer that is designed to induce the consumer to visit and buy at his/her store. Chief among the retail advertisers are departmental stores, discount stores and super markets etc. The retail advertiser wishes to sell his product within a week, generating a great sense of urgency in the advertising department. Retail and national advertising differ in many ways, because the retailer works in a more restricted geographic market than does the national advertiser. This proximity to the market means that the retailers message can be closer to the likes, preferences, prejudices, and purchasing habits of the intended customers. The retailers need for advertising can be explained as: 1. It does a selling job for the inefficient retailer 2. It gives the retailer a local personality 3. Advertising gives him/her a quick turnover.

The purposes of retail advertising include co-operating actively with the community, to explain any interruption in service or shortage of merchandise, to explain and build store policies or services and personality. Trade and professional Advertising Trade and professional advertising is directed at wholesalers or retailers and professional people. Manufacturers use trade advertising to persuade retailers to stock their products, to feature them in their stores, and to tie in with national advertising campaigns in their retail advertisements. Retailers stock those items that customers will buy. But as retailers are in short of funds, they usually stock those items in limited shelf space. Therefore retailers must be convinced that stocking the products of individual manufacturers is to their advantage. Trade advertising may also be directed to the operators of service establishment. Some advertising placed in mass consumer media may be directed to retailer or other special groups in order to get the attention of the retailer, industrial user, or professional person when in a relaxed mood. Just as trade advertising is addressed not to the consumer of the product advertised, but to the retailer who is to sell that product to the consumer, similarly the professional advertising is directed by the maker or seller of a product to someone who can either recommend its use to others or who specifies or buys its for use by those whom he/she advises. Manufacturers advertise to physicians, dentists and architects, not expecting the physician or dentist or architect to consume the product personally, but hoping that he/she will prescribe, recommend, or specify it to those who will buy it on his/her recommendation. Professional advertising in many ways is similar to trade advertising, except that the professional does not buy goods for the purpose of reselling them to clients, his/her role is to prescribe or recommend to the client the purchase of certain products. Personal selling also is very important in reaching professional people. Manufacturers sales representatives go out into the field and talk about companys products to the professional persons. Advertisements in professional journals tell how the client of the reader can benefit from the use of the product. Industrial Advertising A vast array of items, including machinery, equipment, raw and finished materials, semi processed materials, parts and operating supplies are used by manufacturers and other

producers to facilitate the performance of their basic productive function. The manufacturers of industrial goods wish to see that their products are bought by other producers, and they are not concerned with securing retail distribution. Industrial advertising speaks to engineers and other technically trained people in their respective fields. And this kind of advertising addressed to the men responsible for purchasing goods needed to make products and render services is known as industrial advertising. Such advertising is designed to reach purchasing agents, plant managers, engineers, controllers and others who have a voice in spending the industrys/firms money for material and equipment. Personal selling is significantly more important in the distribution of industrial goods than in the case of consumer products. As prospective buyers are fewer; they tend to be in concentrated geographic locations, and their average purchase is considerably larger. Advertising is used to speed up the sales of industrial products, to reduce the costs of personal sales efforts, and to improve sales effectiveness. There are many industrial publications containing different industrial advertisements which are designed to reach the persons who make purchasing decisions for the production of goods by business enterprises. These decision makers read industrial advertisements with critical verbosity. They are looking for news of products and experiences relevant to their problem and solution expressed in specific and factual form. Industrial advertising adheres closely to the copy structure having elements of promise of benefit, amplification, proof and action. Industrial advertising is usually handled through agencies that specialize in the field, or who have people with training or experience in the sciences, engineering, chemistry, or in writing about these subjects. Such agencies are usually equipped to handle all phases of an industrial advertisers promotion needs, including advertising, publicity, brochures, and manuals with the basic purpose of announcing new products, informing about product features, obtaining sales leads and announcing changes in price etc. Institutional and Public Service Advertising Institutional and public service advertising is not aimed at promoting sale and consumption of products and services. These two kinds of advertisings are done to create goodwill, better understanding and good reputation of any institution, organization etc. :n order > gain, establish and retain a favorable response in respect of some idea, movement, campaign or person. Generally public service advertisements appear to invite the attention of general masses towards some specific organization, establishment or campaign for the betterment of human beings.

Institutional advertising is designed to give the whole store a lift in the esteem of the public, over and above its reputation for good merchandise. It may be designed to help me community project or through it the store may be trying to bring pride to the community. Institutional advertising, as a rule, is a one-shot advertisement, created only when there is something to say, or it may be a series of occasional advertisements devoted overall theme. Generally the institutional advertising sells only the name and prestige of the company. This goodwill advertising is used frequently by large campaigns with divisions, whose various products are well known. Public service advertising is public relations approach advertising. Any organization may present its view point and services about a national cause, say, prevention of blindness and the efforts it has made to promote that cause. This kind of advertising aims at the social welfare of a community or a nation and at times appears as an appeal for raising funds to help some needy section of the community. Direct-Response Advertising Direct-response advertising is designed for direct marketing of products. The seller sells the products or services directly to the end user, without reaching to a retailer or dealer. It includes in-home selling, mail-order selling and catalogue selling. This kind of advertising includes any advertising that calls for the readers prompt response to the advertisement, with his/her name and address. Typical uses of directresponse advertising are: 1. selling merchandise or a service directly; 2. soliciting inquiries that will be followed up at home or in the office by a salesman or by mail; 3. soliciting requests for a catalogue; 4. selling subscriptions or enrolling members in a club, i.e., book, magazine or record club. Direct-response advertising uses a great variety of media such as newspapers, magazines, television radio, paperback books and direct mail. Mail-order advertising and direct-mail advertising are two further types of directresponse advertising. In both these types the advertiser uses most of the media employed by national advertisers, but the way they use the media may be different in many respects, something the direct-response advertiser has to keep in mind while doing this kind of advertising. In direct-response advertising, the advertiser asks the reader to act now, to send in the coupon or order card right now, because if he/she does not do it before turning over the page or before throwing the mail away, the advertisement is considered a loss.

This kind of advertising abounds in devices designed to stimulate the reader to action. Free trial offers, special tokens to be inserted in order cards, bargaining trial subscription to magazines, reduced-price prepublication book offers, extra gifts or merchandise for immediate orders; there are some of the tools of getting coupons back in direct-response advertisements. End-Product and Service Advertising End-product advertising is aimed at promoting the sale of such products which cannot be used directly. It is the advertising process of such products which can help in the smooth and efficient functioning of other equipments in the industrial organization s or in houses, such as stabilizers, regulators, electric motors, pumps, wire, batteries etc. In end-product piece of advertisement there is guarantee for durability and perfect functioning and results of original product when end-product is installed with them. End-product advertising is the process of a manufacturers advertising to the end users of his/her product, rather than to those to whom he/she sells. Service advertising is designed to promote the personalized services like laundry, hairgrooming, tailoring, painting and designing, automobiles repairing, servicing and repairing of electrical goods. Service advertising, places greater emphasis on the institution offering it and the advantages in patronizing them. They may talk about congenial environment, promptness of service, economy, exclusiveness, status significance, etc. when luxury hotels and airlines, advertise their services, their important attractions including smiles, courtesy and claims of offering a home away from home. Without advertising the services of an institution no producer can attract any customer and no consumer can avail the offered services.

Q. NO. 3 What role does advertising play in the contemporary society? Also explain its advantages and disadvantages. Advertisings Role in Contemporary Society: Advertising is paid publicity. It is a commercial message that offers a product or a service for sale. It is controlled and paid for, by the initiator, at the rates set by the medium used. Advertising may appear in any of the standard medium, such as newspaper, magazine, radio, TV, bill board, or handbill. Usually the name of the product, its description and price is highlighted in the advertisement. In the last few years, the influence of advertisements has grown to this noticeable extent that any medium of communication nowadays is replete with advertising.

We people belong to a global village where everyone known about others and the news of latest happenings spread throughout the world within short span of time. So the innate desire of the man to get socialized now takes place through the modern technological aids like computer, internet, dish, cable, radio etc. through which awareness and knowledge is gained. All of our daily aspects of life education, work, health, entertainment to relationships, travel etc all require information and direction which is now available through media where every common person checks TV, newspapers for updates, or uses internet. So this all clutter has a silent impact on the society e.g. it is a known fact that on an average scale, a child is exposed to about 40K ads a year. Advertising by its very nature receives wide exposure. Furthermore, it presumably has an effect on what people buy and thus on their activities. The key issues are values and lifestyles are to be encouraged as healthy, which to be avoided, and what relative impact or influence advertising has on them. The issues like (1) relationship of advertising to materialism, (2) role that advertising has played in creating harmful

stereotypes of women and ethnic minorities, and (3) possible contribution of advertising in promoting harmful product; have been seen. People are giving an undue importance to material interests. There is a corresponding lessening of importance to non-material interests such as love, freedom and intellectual pursuits. The accusation that advertising have contributed to the role stereo typing of women and ethnic minorities has been supported by several studies. In 729 advertisements, appearing in 1970, the authors concluded that the ads reflected the stereotype that women do not do important things and are dependent on men. And in addition, there is a national concern with the problems of alcohol and cigarettes. Local legislatures have increased taxes to around 45% of total alcohol sales and toughened drunk-driving laws. Happy hours have been banned in several states. However besides these silent impacts, the practical benefits of advertising are:Economy: Generation of new jobs higher incomes, comfortable and humane way of living. Culture: Contributes positively in decisions about media content for betterment in society. Politics: Significant contribution for informing people about candidates and the party etc. Moral and religion: Faith messages etc. Advantages and Disadvantages: The advertisement informs the consumer about qualities and price of goods and this makes purchasing easy for the consumers. As the prices are already advertised, the consumers cannot be over charged. By regular advertisement, the manufacturer can sell the goods directly to the consumers without depending on middlemen this eliminates the Middlemans charges and profit. It means higher profit to the manufacturer and lower prices to the consumers. It helps in improvement of the quality of the goods. The consumers are attracted by the quality of the products that are advertised. If the consumers are convinced that the quality is the same that is advertised, they continue buying. It helps the consumer to save time. As the consumer has already been the consumer is not required to spend time in getting the products. It raises the living standard of consumers.

 It provides knowledge about the new designs of the commodities to consumers and thus consumers consume those commodities and increase their living standard. Newspapers: Newspapers are one of the traditional mediums used by businesses, both big and small alike, to advertise their businesses. Advantages: Allows you to reach a huge number of people in a given geographic area You have the flexibility in deciding the ad size and placement within the newspaper Your ad can be as large as necessary to communicate as much of a story as you care to tell Exposure to your ad is not limited; readers can go back to your message again and again if so desired. Free help in creating and producing ad copy is usually available Quick turn-around helps your ad reflect the changing market conditions. The ad you decide to run today can be in your customers hands in one to two days . Disadvantages Ad space can be expensive Your ad has to compete against the clutter of other advertisers, including the giants ads run by supermarkets and department stores as well as the ads of your competitors Poor photo reproduction limits creativity Newspapers are a price-oriented medium; most ads are for sales Expect your ad to have a short shelf life, as newspapers are usually read once and then discarded. You may be paying to send your message to a lot of people who will probably never be in the market to buy from you. Newspapers are a highly visible medium, so your competitors can quickly react to your prices With the increasing popularity of the Internet, newspapers face declining readership and market penetration. A growing number of readers now skip the print version of the newspaper (and hence the print ads) and instead read the online version of the publication.

Magazines: Magazines are a more focused, albeit more expensive, alternative to newspaper advertising. This medium allows you to reach highly targeted audiences. Advantages: Allows for better targeting of audience, as you can choose magazine publications that cater to your specific audience or whose editorial content specializes in topics of interest to your audience. High reader involvement means that more attention will be paid to your advertisement Better quality paper permits better color reproduction and full-color ads The smaller page (generally 8 by 11 inches) permits even small ads to stand out Disadvantages Long lead times mean that you have to make plans weeks or months in advance The slower lead time heightens the risk of your ad getting overtaken by events There is limited flexibility in terms of ad placement and format. Space and ad layout costs are higher Yellow Pages: There are several forms of Yellow Pages that you can use to promote and advertise your business. Aside from the traditional Yellow Pages supplied by phone companies, you can also check out specialized directories targeted to specific markets (e.g. Hispanic Yellow Pages, Blacks, etc.); interactive or consumer search databases; Audiotex or talking yellow pages; Internet directories containing national, local and regional listings; and other services classified as Yellow Pages. Advantages Wide availability, as mostly everyone uses the Yellow Pages Non-intrusive Action-oriented, as the audience is actually looking for the ads Ads are reasonably inexpensive Responses are easily tracked and measured Frequency Disadvantages Pages can look cluttered, and your ad can easily get lost in the clutter Your ad is placed together with all your competitors Limited creativity in the ads, given the need to follow a pre-determined format

 Ads slow to reflect market changes Radio Advantages Radio is a universal medium enjoyed by people at one time or another during the day, at home, at work, and even in the car. The vast array of radio program formats offers to efficiently target your advertising dollars to narrowly defined segments of consumers most likely to respond to your offer. Gives your business personality through the creation of campaigns using sounds and voices Free creative help is often available Rates can generally be negotiated During the past ten years, radio rates have seen less inflation than those for other media Disadvantages Because radio listeners are spread over many stations, you may have to advertise simultaneously on several stations to reach your target audience Listeners cannot go back to your ads to go over important points Ads are an interruption in the entertainment. Because of this, a radio ad may require multiple exposure to break through the listeners tune -out factor and ensure message retention Radio is a background medium. Most listeners are doing something else while listening, which means that your ad has to work hard to get their attention Television Advantages Television permits you to reach large numbers of people on a national or regional level in a short period of time Independent stations and cable offer new opportunities to pinpoint local audiences Television being an image-building and visual medium, it offers the ability to convey your message with sight, sound and motion Disadvantages Message is temporary, and may require multiple exposures for the ad to rise above the clutter Ads on network affiliates are concentrated in local news broadcasts and station breaks

 Preferred ad times are often sold out far in advance Limited length of exposure, as most ads are only thirty seconds long or less, which limits the amount of information you can communicate Relatively expensive in terms of creative, production and airtime costs

Q.4 Folk media can play a vital role in advertising. Do you agree? Answer with examples. Folk Media: Besides, print and electronic media folk media also play a crucial role in advertising. Here we will first discuss the salient features of folk media and later give an account of some of the common folk media of the Pakistani society useful for advertising. Folk Media is the creative dissemination of information through cultural and performance arts. In traditional societies, folk media: drama, skits, poems, stories, riddles, songs and dance have been popularly and successfully used to disseminate messages and even to pass on wisdom of older generations to the youth.

In different societies the use of folk media as advertisement is seen in circumcision, betrothal and marriage ceremonies and in all forms of entertainment and festivals. Today the same media can be used for community motivation, mobilizing support and participation in programmes and at the same time for entertainment. Salient Features: They belong to the community. 1.It poses no threat to the local culture. 2.Involve local talent for Iocalised messages which have more credibility. 3.They are cheap media. 4.It does not involve cultural communication hurdles. 5.Its impact is deeper. 6.Their appeal is at personal and intimate level. 7.Cross cultural communication hurdles are not encountered here ; 8.Rapport is immediate and direct ; 9.Available to all and sundry and enjoyed by persons of different age groups at a very low. cost ; 10.Its impact is much deeper ;

1. 2. 3. 4.

Very useful for community development; They belong to the community and not to individuals, state or private industry ; No threat of cultural colonialism and foreign ideological domination. Local talent and localized message-would have more credibility than those centralized ones. 5. These media are comparatively cheap. 6. Acceptability, cultural relevance entertainment value, localized language, legitimacy, flexibility, message repetition ability, instant two-way communication etc. are among their virtues Now we will list a few common folk media of the Pakistani society. Fair Fair is a periodical festival for the general sales and purchases. Fairs are localized in nature. Besides sales and purchases of goods it also serves entertainment purposes. It is a very effective medium for advertising but its access is limited to a particular area and limited people. Cultural Shows Every nation loves its culture dearly as in fact it is its identity. People not only want to preserve their culture but also like to see it having firm roots in other parts of the world too. For this purpose cultural shows are held. These shows are not only participated by the local folk but also by others. Advertisers can find these shows very suitable for advertising their products. Theatre: Theatre is one of the most watched and effective folk media. Basically it is an entertaining medium, but also touches every aspect of human life in a very interesting way. It is also local in nature and is very useful for advertising products and services in a specified area. Folk media also have some shortcomings as media of advertising. For example, folk media have very limited reach, and accessibility. They are not good for national advertisers. Puppets: Ahh, puppets: beloved by many the world over, these anthropomorphic beings of cotton and plastic have been used to nurture and amaze children in both television and films for as long as broadcast media has existed. Some are relatable for their demeanor and message, some for their zany looks, but most for their educational value. While this still remains at least partially true today, a lot has changed since shows like Sesame

Street brought them into the mainstream back in the 60s. Increasingly over the years Ive noticed more and more puppetry being used in mainstream advertisements, targeting not just children, but adults. Maybe its the fact that my social conditioning forces me to trust a puppet over a talking head I mean Kermit the Frog would never lie to me, right? The thing is, advertisers know this, and they sure do flaunt it. Take the above puppets for instance, all of which have been integral parts of broad market advertising campaigns over the last two decades. Puppet LeBron and Kobe push shoes for Nike, Animal and Kermit can eat all the Pizza Hut Pizza and never gain a pound, I buy all my shoes from the Zappos Zappets, and the Car Fox will always have my back when buying a new car, right? These are the things that have been ingrained in my memory, most of which I didnt even realize was happening when I viewed their commercials. Its always been an effective marketing tool in the arsenals of the brands, but takes an awful lot of time and thought to be successful. With the proliferation of Internet marketing, advertisers are given a new medium for which they make use of these fictitious creations. While they once had only thirty seconds to reach audiences, they now have a massive platform that leverages social media and the likes of YouTube to create complete stories involving their beloved brand identities. While this is certainly a push in the right direction for interactive media, taking on the burden of getting me interested in a puppet themed long-form commercial is no easy task. That said, I felt it necessary to call attention to one such company, and their recently launched campaign, which is trying in my opinion effectively to breach the line between commercials and content; corporate image and trust. Meet Doug. Hes that little orange guy in the middle of the picture up top. Doug is the newest, fast-talking, wise-cracking spokesman for the Ford Motor Company. Hes been preaching about 2012 Ford Focus in a series of comedy themed shorts since March, currently airing on Television and YouTube. Dougs done things like saved lives, thwarted a bank robbery, and apparently, can drive a car and hes one thing that I think modern day advertising has done right. That may be only one mans opinion, but as far as his cohorts above go, I found it refreshing that I was actually laughing at a puppet in a commercial again. Dont take my word for it, you can check out some of his videos yourself below. Do you think he has what it takes to continually provide the community connection Ford is looking to create with its target audience? I cant be sure, but I wish more companies would take a unique approach to marketing like this one.

Q.5 Describe the development of advertising in Pakistan. How is it similar or different from rest of the world?

Development of Advertising in Pakistan: Big organizations in Pakistan had a restricted spectrum of advertising alternatives for a substantial number of years and electrifying original media frequently obtainable all through the globe were as good as unheard of. However, al that became the past in the late nineties as the need for unique types of ads grew as a bigger number of organizations competed for a portion of the spreading market. One such form was digital printing that could be employed for many indoor and outdoor purposes. Outdoor ads and store signage in Pakistan were mostly oil painted and were challenged with different concerns such as fading of colors and mediocre composition, with most hoardings and shop frames being manufactured with low gauge metal sheets or plastic. A number of sign manufacturers offered top quality signs with accurately painted visuals, but the effort it consumed to construct these signs was huge because of the physical process. One other established type of outdoor advertising was neon with significant visual effects, like lighting several colors, shown on signs. The neon sector was flourishing prior to the start of digital print media in Pakistan in spite of numerous integral difficulties. Neon displays were most valuable at nighttime and provided little in terms of thrill through the day and were fairly high on repair expenses with neon tubes needing replacement pretty regularly. The third largely prevalent type of advertising in Pakistan comprised offset printed posters, which were mostly consumed indoors or applied in huge quantities on municipal walls. Offset posters were however inadequate in height and width and were challenged with issues such as color fading and damaging too easily. Even the finest quality displays did not sustain their originality for more than a tiny number of days.

Screen-printing for posters was also well established in Pakistan. While automated techniques were utilized everywhere on the globe, Pakistans sector was still essentially a labor-intensive process. Screen-printing was convenient and widely attainable in the major cities. However, the quality was critically below average and much the same as the other established media faced issues like color fading and regular theft. The primary digitally printed large billboards or skins, as regularly alluded to in the business, were obtained from international organizations in countries like Australia. The impression generated by these exquisite quality skins was the beginning of a swift and much required transformation in the advertising sector in Pakistan. Organizations rushed to arrange orders for printed signs and the face of outdoor media in Pakistan totally changed from then on. Within some years Pakistan had some of its own limited print shops and with economical technologies quite easily purchasable from China, the printing sector turned into an established and beneficial industry. Advertising in troubled times: The last decade has seen rapid transformation in the advertising industry. Media development, especially brisk advances in alternate social media, has altered the way both corporations and consumers treat advertisement. In varying forms, it has become one of the most essential components of the corporate economy. There is nothing glamorous, rosy and fancy about this industry advertising, in simple word is nothing more than just a plain communication. Advertising has no boundaries, it is not confined to some specific sectors and businesses only; rather it can be attached to anything present in this world, including feelings and emotions. It is highly imaginative and exclusive amalgamation of public service and marketing strategies. Despite innovations, its basic theme has remained consistent. It is a form of communication used to persuade audiences to take action with respect to products, ideas, or services. The desired result is to drive consumer behavior regarding commercial offerings. However, with time its intensity has increased. Specialised advertisement organisations have mushroomed and competition is intense. Companies tend to spend increasing amounts on marketing and advertisement strategies. Led by multinationals, the advertisement industry has become enormously complex and successfully impacts consumer behaviour to a large extent. Over 25 years of my professional experience, I have experienced several trends and shifts in the industry from close proximity. I feel that the legacy of communication has unfolded over the past few decades, leaving unconventional prints in the history of advertising. With the high involvement of technology and advanced media, several new communication channels have exploded over time.

Regardless of the fluctuations of the market and advancements of communication channels, the significance of advertisement remains the same. It is a general belief that advertising during economic downturns is illogical, whereas in actual fact it provides impetus to a struggling economy. Advertising plays a vital role in every countrys economy as it is practically the most effective tool for communicating with end consumers directly. It is the crucial element that initiates the economic cycle, resulting in the success for industry and therefore the economy. It creates awareness of brands, thus accelerating their sales. The sales bring profit to companies that result in the expansion of the whole industry. The expansion, ultimately, helps the economy to grow and jobs opportunities start flourishing, thus strengthening buying power of the consumers. The buying power then leads to overall sustainable economical growth. In Pakistan, advertising is strongly affected as corporate companies are rapidly deducting budgets. It is believed that advertising is not one of the essential pillars of industry. This belief is partially due to lack of education and limited revenues whereas to my knowledge every companys growth has a relationship of direct proportionality with advertising success. In crisis lies opportunity, and Pakistans present predicament offers positive prospects to the advertisement industry as well as corporations. If companies employ this industry in the right manner, they can stimulate commercialism at a time when the economy is in severe need of the spending multiplier. Also, as the ad-industry expands, it will tap creative talent and provide employment opportunities, triggering activity that benefits the economy as a whole. As I see it, advertising is a dynamic and diverse profession where every day brings new creative challenges. Talking specifically about the economy of Pakistan, at this stage it is not only necessary for corporate companies to increase investments in advertising, but it is also essential for them to start believing in what miracles the advertising can do. Similar or Different from rest of the world Advertising is an expression and part of an economic system. Each economic system has an interesting relationship with the social system, political system and cultural value. Whatever be the character of the economic system, there are three basic features which are common to all: a) determination of goods and services and the quantities to be produced or offered; b) allocation of resources according to priorities of production-mainly land, labor and capital; and

c) distribution of goods and services among individuals and groups. We are not concerned here about the relative importance of state intervention and market determination of these three processes. These three processes condition the development of every society. Advertising is a major component of each one of these three processes. If advertising is a process of mediation between the producer of goods and services and the consumer, to that extent it contributes to the development not merely of the economy but also of society. If we look at development as the overall transformation of society and not merely as the statistical growth of the economy, or the gross domestic product, or the per capita income, then all advertising is socially relevant. Modern advertising is a product of the capitalist economic system, in which the operation of the free market by and large determines the three basic features of the economic system, referred to above. It is in this context that advertising operates. When we say that modern advertising is a product of the capitalist system, it means that it serves the socio-economic needs of mass industrial production for a mass market. This situation was created by the industrial revolution under capitalism. By serving such an economic system, advertising also promotes this system. We must also remember that advertising would continue to play the same role in different economic system, as long as goods and services are produced and offered for sale in the market. Mass production demands a mass market and a mass distribution system. The very survival of this production system demands its continuous expansion. Such an expansion means also the expansion of the market, beyond the seats of production and even beyond the boundaries of the country. This may be called the horizontal, spatial or geographical expansion of the market. Such an expansion is both national and international. At the same time there is also a vertical expansion of the market. The objective is to bring the entire society within the orbit of the market. This does not mean only providing the individual or the family with the resources to purchase goods and services in the market. A disposable surplus is not enough. A psychic desire to consume more and different products has also to be created. Expansion of the market also means the creation of new goods and services and making them acceptable to the consumer. Without such a continuous expansion of the market, the capitalist economy cannot survive. This is a constant process of the renewal and increase of capital passing through the market. For this, people have to be informed, motivated and persuaded. With a mass market, national and international, this is only possible through a specialized communication system. Thus, modem advertising evolved, to meet precisely this requirement of the

capitalist economic system. Its social relevance in the industrialist/capitalist system is to direct the desires of human beings, latent and expressed, and their needs, in such a way, as to ensure the continuation and expansion of sales of goods and services, so essential to sustain mass production by accumulated capital. Advertising is thus an integral Component of the mass distribution system of industrial capitalism. In the process of bringing consumers in touch with products or services, advertising also helps create new consumers. Thus, it is involved in the social production of consumers, on which industrial capitalism thrives. Advertising is thus not only a product of industrial capitalism, but also its promoter. Industrial capitalism, for the very purpose of its growth and survival, has had to bring together and integrate the multi-structured, disintegrated pre-capitalist society into the mass market. It is this process that has created the nation-state. By bringing together mass production and the mass of consumers, advertising has historically played a significant role in this process of integration and nation building. By creating a common psychic desire to consume, it has succeeded in bridging the gap between diverse social and cultural behavior patterns, thus nurturing a homogeneous national culture. To industrial capitalism and advertising the human being is primarily a consumer. In the market place there is no difference, in essence, among human beings in social or economic terms. They are all consumers. The human being in the market place is at the receiving end of a veritable barrage of messages aimed at the unquestioned acceptance of a way of life and a value system. Advertising does not sell goods or services but the benefits derived from them. These benefits might be inherent in the product or service, or purely psychological; a creation of the images conjured up by advertising. The promotion of a psychology of more and more consumption sustains also a value system, which is based on ruthless competition of individual achievement, which alone enables ever-expanding consumption of an increased range and variety of goods and services. It such a way of life that alone can sustain an economic system based on the sole objective of maximization of profits. In this entire environment, the relevance of advertising is not only economic, but also social and cultural, and in the final analysis., even political. After all a particular economic structure can be sustained by a relevant political structure. From the logic of these arguments emerge certain specific aspects of the role of advertising in a capitalist economy as a catalyst of development. First, advertising serves a social and even developmental purpose by providing people with information about goods and services available and also about new products and services. Secondly, advertising stimulates the economy -and is thus an instrument of development. Without advertising or marketing communication, products and services could not be sold in

sufficient quantities. Without sales, factories would close down causing unemployment. This would further reduce demand and lead to further closing down of factories and a chain reaction would set in. On the other hand, advertising promotes sales. Higher sales mean more production, lower costs and economies of scale. This creates conditions for lower prices and hence more sales and more employment. As such this ensures the growth of the economy. Thirdly, advertising is a component of a democratic society. The essence of democracy is that people have a choice and the right to exercise that choice. In the democratic economic system a variety of goods and services is available to choose from. Advertising enables the consumer to make the choice. The fourth aspect follows, in a way, from the third. Advertising creates conditions for every human being to acquire earned rewards. The way of life, that advertising opens up, provides motivation for hard work to earn enough to achieve such a way of life. This too is a democratic right-the right to spend ones earnings the way one likes and where a democratic system is expected to provide opportunities for the exercise of such a right. From the fourth aspect follows the fifth. Advertising stimulates productivity. Harder work to earn more to achieve socially upward mobility, stimulated by advertising, naturally leads to higher productivity. This in turn stimulates the economy and development. Finally, all these add up to social change. We must, however, bear in mind the reality that all these factors can operate only under ideal conditions. The market does not and cannot always reflect the real social demand. This is because capitalist enterprises in the advanced industrialized countries have become so powerful and the search for maximum profits is so predominant a concern, that they often decide what goods and services should be brought into the market so as to secure the maximum profit with the least investment. In such a system, every single one of the aspects of the role of advertising mentioned above gets distorted to some extent. In such a situation advertising creates a demand, which may not be economically or socially relevant for the immediate needs of the vast majority of the people, and hence the nation. Advertisements tell consumers what to buy. With emergence of monopolies, competition is often eliminated and advertising manipulates the consumer, giving him or her no opportunity to exercise a rational choice. In such a situation, advertising becomes a major economic activity. As you advertise more, faster the expansion of the market, profitable volume of sales and recovery of investment in research and development. The nature of the economy in which such a situation prevails, though interrupted by increasingly longer periods of imbalances, has been described in a study of USAs needs and resources by the 20th Century Fund: In a scarcity economy the consumer needs no conditioning to make him want enough food

to keep him alive, sufficient clothing and shelter to keep warm. But in an economy of luxury and plenty, the consumer has to be persuaded to want, for example, an electric blanket, with separate thermostatic control for each side of the bed, or an airconditioned automobile with power steering and a hydraulic drive. This constant education of the consumer to desire products never heard of before is just as essential to the smooth functioning of an economy which is geared to turn out a steady flood of new and different products as are an adequate supply of electric energy and plentiful raw materials.

ASSIGNMENT NO. 2 Q. NO. 1 What is the attributes of a good advertising copy? Explain with examples. Also explain the importance and principles of visualization and lay out in a copy. Good Advertising Copy Attributes: The essence of special functions to be accomplished by the advertisement must also be kept in mind by the copywriter. He/she should understand the overall plan of the advertisement when considering the actual wording to be used to convey the wantsatisfying qualities of the product to the prospect, and then to show how it will satisfy his/ her desires. One must understand the medium in which the advertisement is to appear. And then according to the nature, reach and availability of the medium the size and pattern of advertising copy should be prepared.

If an attempt is to be made to induce immediate action and sales, oile may wish to include specific suggestions in the copy as to when the product would be available, the price, terms of sale and other special conditions. A good copy should be brief, precise, concise, aiming to sell, sincere, clear, apt, interesting and personal. Be Brief A copywriter must write briefly, yet effectively. Therefore, read the rough draft slowly. Study each sentence. Consider its meanings and importance. Certainly an advertisement should never be longer than is necessary. However, if the success of the advertisement is jeopardized by dropping even one word, then that word should be included.

Be Precise It means, saying exactly in the advertising copy what is meant, using the most crispy and catchy words. Be Concise Say in the advertising message what must be said in the fewest possible words. Aim to Sell An advertisement is mere than a more piece of information. It also promises benefits. Be Sincere In advertising a copy avoids undue exaggeration, for unless the message is credible and trustworthy, it will recoil disastrously. Be Clear When advertising lacks clarity, it will be ineffective. Even a slight vagueness will cripple the advertising copy. Therefore, one should avoid (1) the use of words whose meanings are not understood by the prospect. (2) the incorrect selection and use of words and (3) ambiguous phrasealogy. Be Apt A copy must be apt it must address the needs or wants of the prospects as well as of the manufacturer. The influencing power of a copy depends greatly on the correlation that exists between the desire of a prospect and the quality or feature of the product. The ability to show this relationship is the art of making a copy apt. Interesting The advertising copy should speak in light mood but in favourite taste. The information about the product should be given in entertaining, attractive and colourful way in order to attract and appeal to the prospective consumers. Be Personal Copy should be written from the prospect to the product, not from the product to the prospect. The great temptation that confronts copy writers is to preach to the prospects in different ways and by different techniques. The personalized advertisement is developed from an idea within the scope of the consumers personal interest.

VISUALIZATION AND LAYOUT: Visualization: The term visualization is an elusive one. Writers, artists and production personnel all Visualize in creating an advertisement. True visualization, however, is concerned with the creation of an idea. In suggesting the composition or the situation for the key illustration that dramatizes the theme of the advertisement, the artist is visualizing. Layout deals with the arrangement of various elements to deliver the visualized idea effectively. Visualization is a step that must precede the design step of layout, and must either precede the actual writing of the words or take place more or less simultaneously. To visualize an idea is to think in terms of pictures, and you dont have to be an artist to do that. Having thought of a visual way to express an idea, you can always transmit it to an artist verbally, or with matchstick drawings, or in any way you can best express what you have in mind. But the idea of what is to be drawn is the important thing in visualization. In visualizing for print and broadcast media, the copywriter uses different methods to stimulate the reader, listener or viewer to evoke his/her own images scene setting and word-painting and a combination of sight, sound and motion is to be realized. Layout Putting different things (elements) together in an orderly form is called the layout of the advertisement. The term Layout is one of the many used in advertising in two senses: First it means the total appearance of the advertisement, its designs and the composition of its elements. Second the term layout also means the physical rendering of the design for the advertisement, its blueprint for the production purposes. The importance of the elements determines its size and placing within the advertisement. The layoutman picks up the most important features and builds his/her advertisement around that. Composing the Elements A layout consists of parts such as the main illustration, headline, copy, other illustrations, trademarks if needed. The skill is to put together all these elements into one pleasing arrangement. Here are some guiding points in the creation of a layout; (1) Unity (2) Balance and (3) Flow. Criteria for Layout The following points may be used as a yardstick to measure the quality of final layout: (1) Is it clear? (2) Is it arresting attention? (3) Is it orderly structured? (4) Is the most important idea given the most important attention? (5) Does it invite reading? (6) Is the

trademark sufficiently visible? (7) Does the layout leave the desired impression about the product? After having clearly satisfactory answers to the above mentioned questions the layout becomes ready to put into production.

Q. NO. 2 Discuss the various strategies and techniques for measuring advertising campaign. Techniques for Measuring the Effects of Advertising Campaign: There are many advertising campaign effectiveness measurement techniques in use. These techniques are divided into classes and then evaluated or measured.

Classes of Measurement Techniques Advertising campaign effectiveness measurement techniques can be classified as measuring cognitive response, effective response and conative response. A cognitive response measurement technique evaluates changes in subjects knowledge; an effective response measurement technique measures dhanges in consumers attitudes towards a product; and a conative response measurement determines the action that consumers take towards a product. Approach to Examining Measurement In selecting each measurement technique, two related questions or approaches must be considered. Does the measurement technique meet the criteria for measurement techniques i.e., is the technique accurate and valid? The advertiser must select a measurement technique that measures the particular element to be evaluated. The analysis of measurement techniques which- follows is designed to help in answering these questions. Cognitive (Knowledge) Test The responses measured by cognitive tests are the earliest stages of the hierarchy of effects. Some of these tests measure changes in the first or awareness stage by

determining how many people were exposed to the advertising ca mpaigns elements being tested e.g. media audience measures or physiological measurement. Media Audience Measurement Media audience measurement serves as an important technique for evaluating or measuring effectiveness of a media programme for an advertising campaign. The technique used to measure the audience of media vehicle varies from medium to medium. Therefore certain steps must be included in media audience measurement which are: 1. Design of measurement 2. Uses of audience measurement 3. Evaluation of audience measurement. 1. Sampling error 2. Distortion of estimates. Physiological Measurement A variety of laboratory measurement devices that record physical response to stimuli have been applied as advertising campaign measures. These tests are most often used to evaluate creative elements of an advertising campaign. The physiological measurement consists of the following steps: 1. Design of the measurement 2. Use of physiological measurement 3. Evaluation of physiological measurement. Affective (Attitude) Tests Affective tests move to the liking and preference stages in the hierarchy. The responses measured are consumers attitudes towards companies products, and advertisements of advertising campaign. The rationale behind these tests is that a favourable change in attitude towards a product means that a person will be more likely to buy that product. The affective tests are completed through the following steps: Opinion Measurements 1. Design of opinion measurements. Consumer juries Headline testing 1. Evaluation of opinion measurements. Attitude Measurements 1. Design of attitude measurements

2. Uses of attitude measurements 3. Evaluation of attitude measurements. Conative (Motive) Tests: Conative tests move one stage further along the hierarchy of effects arid measure the action that people take as a result of advertising campaign. Sometimes the action measured is actual purchase of the product, and sometimes the measurement is of some action prior to purchase or some action that is thought to stimulate purchase. The conative tests include different steps which are: 1. Inquiry Measurements 1. Design of inquiry tests 2. Evaluation of inquiry tests 3. Split-rum tests 4. Theatre tests 5. Split cable tests Sales Analysis Measurements Since the ultimate effects desired from an advertising campaign are purchase, sales, resold etc., hence if they can be related to advertising effort, it represents the most valuable measure at advertising campaign effectiveness. Sales analysis measurements are completed by the following steps. Design of the sales measurement approach Measuring consumer sales. Evaluation of consumer sales measures.

Q. NO. 3 Evaluate prospects and challenges to advertising in Pakistan. Challenges and Prospects in Advertising in Pakistan: In advertising one has a diverse range of jobs to choose from, to suit ones inclination, talent and personality. The choice of working in an organization that manufactures certain goods or provides certain services, to look after the advertising of these goods or services would demand a particular kind of skills and interests. One can choose to work in an organization that creates advertising and distributes advertisements through different media. In such an organization there is a wide variety of jobs calling for different types of skills and creativity.

To make matters easier, one has to start with simple definitions. The manufacturer or provider of goods and services would be referred to at this stage as the advertiser or, may be, the marketing organization. The organization providing advertising services is the advertising agency. And advertising itself is the communication link between the product or service and the consumer. The media of course would include newspapers and magazines, radio, television, posters and everything that can be used to inform the customer about a product or service. Another expression that we shall be using at that stage is the market. After all, all goods and services are brought and sold in the market not necessarily only a market or a fair, but also shops or retail outlets as they are called. In advertising we talk of the markets to mean really the consumers. The producer of goods or services markets its products and hence is referred to as a marketing organization. There are job opportunities in these areas in the field of advertising and advertising-related services. There is more. Today one can set up ones own shop specializing in one particular area of advertising or advertising-related activity. This would call for a combination of many talents and different types of creativity.

Advertising in the sense of a communication link between a buyer and a seller or a producer and a consumer is really as old as civilization itself. As we know it today, its beginnings go back to more than 200 years. As an organized profession, advertising is relatively young. During the last two decades, and particularly since the beginning of the nineties, it has reached a fairly high level of maturity and sophistication comparable with the standards seen in the advanced industrialized countries. Not only has its progress been very fast in the last few years, its character has also undergone a radical change. This is due to a number of factors. First, the communication revolution has set in motion a process of homogenization of consumer aspirations and value systems. This has also homogenized the very pattern and form of communication between the advertiser and the consumer. A more or less universal language of advertising is emerging, even though conditioned and modified by local usage and expressions, which are often a medley of western and Indian words, images, concepts and music. The communication explosion has invaded the home with its message of consumption-orientation. Multi-channeled television, through its entertainment programmes and advertising, has generated an awareness of entirely new concepts of living and with these, a desire for a whole range of consumer durables and non-durables, which had not been thought of earlier. Secondly, to meet the growing consumer aspirations and value systems, particularly in terms of lifestyles, new products and services are coming in the market. These are meeting new needs, generated by new ways of living. This is leading to tremendous and even fierce competition among manufacturers of these products or providers of new services. This is because, although the Indian population is massive, the actual number of consumers of advertised goods or services is relatively small. Different manufacturing, marketing or services organizations are offering the same products. Thus the consumer has a wider choice. Sometimes two different products or services might meet similar needs. For example, the consumer can choose between two cola drinks manufactured by different companies. It is in this context that in advertising and marketing one talks of brand names, brands or branded products. With the same product being manufactured by different manufacturers, each company has its own name for its product. Thus one brand of sunflower oil competes against another brand. If you come to services, a number of banks today offer you mutual funds as do insurance companies. Here too the consumer has a choice and every mutual fund is trying to sell to the same consumer. Here is a challenge that people in the advertising profession face every day how to win over a consumer for one brand against another and retain loyalty to the same brand, sale after sale? Thirdly, such diversification of products or services and the expansion of the market have been possible because of the opening up and liberalization of the economy. There

is now very or no restriction on the goods and services to be provided. Lower tax on personal incomes has increased the disposable surplus in the hands of the expanding middle class for discretionary purchases to meet the aspirations for better living. The liberal entry of foreign manufacturers and the reduction in import restrictions have made many new products and services more easily available than before. The hirepurchase system, bank finance and credit cards are accelerating this process of consumption-orientation in a section of the population. Advertising intervenes at every stage of this process of a desire being transformed into a purchase, of a concept of a product or service being transformed into a sale. Advertising has now become part of everyday life. Today advertising influences every days purchase decision, consciously or subconsciously. Young people, the main target of advertising, speak the language of advertising, sing advertising jingles, dress according to the fashions set by role models and stereotypes in advertising. Advertising, in turn, picks up the language and the behavior pattern of the consumer, particularly the youth. Many talented young people seek a career in advertising, not mere job. This environment and wider choice of goods or services also mean increasing consciousness of quality and price among the consumers. The competition thus becomes concerned with sensitivity to consumer expectations and even the environmental conditions and processes of purchase decisions. It is here that communication has to intervene. It is this wider dimension of advertising today that offers unprecedented challenges and makes stringent demands on creativity, imagination and innovative approaches from every person in the advertising profession, whatever be his or her specific job in the communication link between the product or service and the consumer. It should be obvious from this discussion that advertising today is an integral part of the socio-economic and the cultural system, too. It is linked to the distribution aspect of the economic system. By creating demands, which might not have existed before, advertising helps determine the types of goods or services to be offered and their quantum. Hence, advertising can even influence the allocation of resources in different sectors of the economy. What is more, advertising today has even become the communication link between political parties and the electorate. It also plays a role in mobilizing public opinion and even action on social and ideological issues, such as environment protection or prevention of AIDS. No wonder, the annual average rate of growth of advertising is much higher than that of the economy. It is obvious that the opening up of the economy, which had begun very haltingly in the mid-seventies, gathered some momentum in the mid-eighties and has now acquired considerably more speed from the beginning of the current decade, has contributed significantly to the current boom in advertising. It is this situation which is opening up wide and diverse opportunities in the profession.

Surely, when marketing organizations spend large amount of money year after year on advertising, they would expect the most effective returns in terms of the quality of sales. It is true, as we shall see later, that advertising is only one component of a whole diverse range of activities that combine to effect a sale of product or service. Nevertheless, it is possible to measure today the effectiveness of advertising as an information and persuasion link between a product or service and the consumer. It is not merely a question of a number of competing brands. There is also the problem of proliferating media, through which advertisements reach the consumer. Here again is a challenge to the creativity and innovativeness of an advertising professional how to choose between radio and television, between one television channel and another, between the electronic media and the newspapers or different periodicals. The point is that, considering the problems faced, the money available is always limited.

Q. NO. 4 Analyze the various steps involved in an advertising campaign.

CAMPAIGN PLANNING: According to Wright et al. [18], there are seven basic and essential steps in planning: 1 . Approaching the Advertising Opportunity This appraisal involves the determination of the right timing; for a particular advertising campaign. Neil Borden [19] and Charles H. Patti have identified five situations which could lend themselves to advertising opportunities: a) Presence of a favourable primary demand trend: If a product category is becoming favourite with consumers, then it is beneficial to advertise a particular brand of product in that category. For example, if coffee drinking is on the increase then a particular brand of coffee can take advantage of it Similarly, if the trend is towards small compact cars, then it is difficult to sell big gasguzzling cars. b) Good chance for product differentiation: If the product that is the focus of the advertising campaign, can be differentiated by unique or exclusive qualities, then it .provides an advertising opportunity. For example, it is difficult to differentiate simply salt or sugar, because sugar will remain sugar no matter which company produces it, but a toothpaste can be differentiated by its quality to clean and brighten teeth as well as serve as a mouthwash.

c) Presence of hidden qualities: Less obvious qualities are more favourable to promotion. For example, the quality of a television set cannot be determined by simply looking at it. The reliability of the parts within the set are very important for the consumers to associate their buying with that particular brand. Hence the theme of Zenith TV company is The quality goes in before the names goes on, Sony Corporation products are well known for their reliability. d) Presence of powerful emotional buying motives. If a promotional appeal can touch the emotions as against potentiality or economic Utility, it will be successful. Cosmetics are generally promoted on the basis of sex appeal. Some types of bread and cereals are promoted as necessary for healthier children. e) Availability of advertising funds: An advertising opportunity cannot be advertised unless there are adequate funds available for such an advertising campaign. Some minimal amount of advertising must be done if sufficient impact on the target market is to be achieved. Little advertising may be more dangerous than no advertising at all. 2- Market Analysis Before an advertising campaign can be initiated, it is necessary to know the target market in depth and in detail. Such factors as the entire industry, volume of a given product, its on- market share, competitive strategies, any legal constraints etc. must be studied and analysed. Similarly, the demographic structure of the market and. the market trends must be studied. This would assist in pin-pointing the segmented target market so that advertising efforts can be focussed on this market. 3-Advertising Objectives The advertising objectives should be as specific as possible. For example, one single point increase in market share is not as specific as the desired percentage of increase in market share. These advertising objectives- must be differentiated from the overall marketing objectives. 4-Establishing Advertising Budgets As discussed earlier, an advertising budget is determined either by the build-up method or by the break-down method and, appropriate allocation for different media from the budget is established. This break up of allocation would also include consideration of different products, different geographic markets, different time periods etc. Proper monitoring of this budge.t is equally important. Some contingency fund should be apportioned in case any situational changes take place. 5-Developing a Promotional Strategy Strategies are developed in order to achieve the advertising and marketing objectives. Strategy involves selecting the most suitable media as the vehicle of promotion as well

creating an advertising message that would be attention getting. Advertising strategy has been defined as follows: Advertising strategy is creativity applied in knowledge for the purpose of findin g the most effective way of achieving an end. We believe that advertising strategy must encompass the totality of what a product or service is and how it is sold to the consumer. It embodies the products or services reason for being so. It is the products most important property and it is the differentiating principle that the product embraces. Strategy welds all of the marketing factors into a cohesive unity that will achieve the end. 6-Coordinating Advertising and Other Marketing Techniques Advertising campaigns need the active support of other marketing functions such as distribution channels, sales promotion and public relations. Other functions like production, inventory and delivery should also be integrated with advertising plans. In addition, maximum support should be solicited from dealers, suppliers and sales people. 7-Results of Advertising Campaigns The degree of correlation between any increase in sales and :he advertising campaign should be established so as to determine he proportion of increase in sales that are directly attributable to he advertising campaign. Similarly, if the objectives are other than an increase in sales, then the degree of achievement of such objectives should be measured relative to. the advertising efforts. There are a number of ways by which such results can be measured. One of these methods would be to test the market, which is carefully chosen, at the time of introduction of the advertising campaign (known as pretesting) and then testing the market again after the full commitment of the campaign (known as post-testing). In the pre-testing stage, the response in the test market is analysed to determine if any changes in the advertising campaign are necessary. The pre-testing and post-testing would give us a clear indication as to the efficiency of the advertising effort.

Q. NO. 5 Elaborate the factors responsible for selection of media for advertising campaign? Factors Influencing the Media Selection:

The problem of selection of the best medium or media for a particular advertiser will vary greatly, depending on the particular situation, circumstances and different other factors in which a person is conducting individual business. Media selection involves a basic understanding of the capabilities and costs of the major media. The problems which the advertising has to face in the selection of media are: 1. Profile of the target market 2. Coverage or exposure 3. Frequency 4. Continuity 5. Impact 6. Copy formulation 7. Media cost and media availability. In addition to these problems there are a number of other major factors which influence the decision of the advertiser and therefore, the same must be considered while selecting the media. The most significant of these factors are: 1. Objectives of the campaign 2. Budget available 3. Research concerning client 4. The product 5. Type of message or selling appeal

6. 7. 8. 9.

Relative cost Clutter The potential market Miscellaneous factors.

The media selecting decisions should be made by having a comprehensive understanding of these factors. But it should be kept in mind that in many cases it is the combination of these factors that determines the selection of media, and not any one individual factor. The Objectives of the Campaign This factor is in some respects quite closely related to the preceding factor. In those cases when the advertiser uses a medium to advertise in an area where retail distribution is not adequate, his/her decision on media selection is influenced both by his/her distribution pattern and the objectives he/she has in mind. The objectives of the campaign also influence media selection from a somewhat different standpoint. An institutional advertising campaign may be run in a different media than would a product advertising campaign for the same company. In the case of product for which the dealer is very important in the ultimate sale to the consumer, and far more significant than the influence of consumer advertising, the advertiser may select media primarily for the effect the^will have on dealers. So, the objective of influencing dealers will be the prime factor in the selection of the medium to use. The Budget Available: The advertising budget is concerned with two major decisions about how the advertising effort will be carried out. First, how much is to be spent for advertising in the coming period? Second,, how much budget is to be allocated to different areas within the companys total sales territory? And how much budget be allocated for media? Because the budget determines the weight of advertising effort which is an important variable in determining the effectiveness of the entire advertising effort. The product might be one for which actual demonstration on TV would be highly desirable. Yet the advertiser would be unable to sponsor (or even cosponsor) such a programme because its cost would exceed the total advertising budget. The advertiser might believe it desirable to use a multi-colour advertisement in a magazine not only to reach desired prospects, but also to influence the trade favourably. But if he still finds that his budget does not permit even that type of ad in the magazine, then the advertiser must turn to a medium in which he can get sufficient participation or a sufficient schedule of insertions to achieve an effective programme. So the availability of funds must be considered in planning-and selection of media.

Research Concerning the Clientele: A factor that has become more significant is the number of people actually reached by a medium. More and more consideration is being given to the concept that the most significant aspect of coverage from the advertisers viewpoint is in terms of the total audience potential/This is indicated by the total number of readers of the print medium or total number of sets tuned in the case of electronic media. Audience of different types of media cannot be compared directly because of the differences in the kind of advertising message reaching the consumer and somewhat different terms in which audience is measured. Media Classified by Audience: In selecting media, the most important determination is the characteristics of the people/audience to whom the medium is directed. Therefore, the print and electronic media classifications are useful on the basis of audience characteristics. Generally the audience characteristics are; direct consumers, retailers, business or trade dealers, industrialists, associations, institutions, end-product users, professionals, international/ national/regional and local customers, customers by direct-response, product or service users. On the basis of audience characteristics the media classification is represented as, Newspapers, business publications, trade and professional magazines, general and specialized magazines, direct mail, form publication as print media, while under electronic media classification are included radio and television, spot radio, spot television etc. Media Audience Measurement: For both print and electronic media, three audience measures commonly used by advertisers are (1) the size of the audience (2) the profile of the audience and (3) the distribution of exposures among the mediums audience. The Product: The characteristics of the product have an important influence on the decisions involving the selection of media which shall carry the advertising message. Most media are becoming extremely liberal in their criteria for accepting advertisements. Certain individual media will not take advertising for certain specific types of products. Restrictions also may prohibit use of certain media by advertisers of specific items. The general characteristics of the product may also strongly influence the type of media used. That is, if the product has a certain personality or image, certain media may be appropriate to maintain or develop that image; whereas other media may tend to diminish or distort this personality or image. After having the understanding of different types of product one can solve the problem of choosing the media best suited for the product. The types of product may generally be expressed as, consumer product,

consumer-durable product, mass product, luxury product, industrial or technical product, ethical pharmaceutical product, service product, and public service product. Besides defining the types of product, the different types of campaign regarding product advertisement would influence the decision about media selection. These campaigns may be summed up as an image building campaign, an up-market or down-market image campaign, a direct sales campaign, a prestige campaign and a trade campaign. Type of Message or Selling Appeal: The remarkable thing about advertising is that it can prompt people to buy a specific advertised product. Thus an appeal or advertising appeal is any statement designed to motivate a person to action. In seeking to move a person towards buying a product, the advertiser likewise must appeal to some of the manifold motives i.e., the functional needs and psychological needs of a person, that prompt a man to act as a desire to fulfil a hope, ambition, need, interest or goal. The central premise of the advertising appeal or message is its promise of a benefit the product will render to the buyer. Desirable Characteristics of Message or Selling Appeal: Three characteristics that a message or appeal should have are (1) what makes an appeal or message meaningful? (2) what makes an appeal or message distinctive? (3) what makes an appeal or message believable? The advertising message or appeal construction demands special skill and careful attention in the selection of media. While constructing a message or appeal the media selecting persons must keep in their minds the nature of message and appeal. The type of message or appeal believed most effective in selling the product or service will, in many cases, dictate the type of media to be used to carry the advertising campaign, i.e., which media or media mix is most appropriate for conveying the particular advertising message or appeal to the target public. Relative Cost: The relative cost is another factor which influences the selection of media. The total budget available and the ability to do an effective job of advertising within that budget in a particular type of medium is significant. When the type of media has been determined, then the cost factor becomes a matter of the relative cost of the individual media, In case of newspapers, this relationship is determined as per centimeter per column, and in the case of magazines, the cost per page is worked out. In case of radio and television, when data is available, comparison can be made on the basis of cost per commercial minute per thousand listeners or viewers. However, it should be stressed that relative cost is only one factor to be considered and that usually many other factors will be more significant than this matter of relative cost. But in those

cases where several media appear approximately equal on the basis of all other criteria used, then the advertiser probably would select the medium which is most economical on the cost comparison basis. Clutter: In any medium, the advertisers message must compete with other advertisements for the consumers attention. Media in which the advertiser must expect a great number of competitive messages are termed as cluttered. Most newspapers are highly competitive cluttered media vehicles. In developed countries large departmental stores frequently purchase multiple full pages or, at least, an advertisement size that dominantes the page. This competition for attention places a considerable burden on the creator of the advertisement to develop an approach that somehow stands apart from the clutter. The problem is particularly acute for the advertiser who cannot afford to purchase large space units, but somehow must avoid being burried by the advertisements of the large retailers. Potential Market: Market can be viewed as a group of people (i) who can be identified by some common characteristics, interests, or problems; (ii) who could use our product to advantage; and (iii) who could afford to buy it i.e., potential market. And the marketing mix is referred to making plans for marketing a product. In which many elements are involved including brand policy, pricing, distribution, sales representatives and advertising etc. To seek and persue the potential market one must have a clear idea of different types of public. The public should be classified in the light of three categories of people, which can be found in each of these different types of public. These categories of people are: (1) those who know you and like you (2) those who know you and do not like you and (3) those who neither know you nor care to know you. The selection of media should be made keeping in view these different types and categories of people, because different types of people can be reached by different media. According to the definition of market these public are or may be the heavy users of some product or service. If the advertisers product is such which goes to a li mited and easily identified segment of the market, the problem of media selection may not be too complex. However, for most products, the market is not so easily identified for a specific segment, and hence, the media may reach somewhat similar people who do not fit closely with the profile of the advertisers market. It is essential for the advertiser to identify the perspective customers as accurately as possible in order to select a medium that will carry an effective message to them most economically.

Miscellaneous Factors: Several other factors which sometimes enter into the selection of media, are not of enough significance to warrant lengthy discussion, although they may be of some importance in specific situations.