UNIT-II

ADVERTISEMENT MANAGEMENT

OVERVIEW OF ADVERTISING MANAGEMENT

An advertising management program is the process of preparing and integrating a company’s advertising
efforts with the overall IMC message. Figure indicates how the elements of an advertising program fit
together. An effective program consists of four activities that combine to form the advertising management
process. They are:
1. Review the company’s activities in light of advertising management.
2. Select an in-house or external advertising agency.
3. Develop an advertising campaign management strategy.
4. Complete a creative brief.
The major principle guiding these four efforts is consistency. To be effective in developing successful
advertisements, the company’s goods or services and methods ofdoing business need to match the form of
advertising agency chosen, the strategy of the campaign, and the work of the advertising creative. The goal
is to provide a coherent message that states the theme of the entire IMC program.

ADVERTISING AND THE IMC PROCESS

Advertising is a major component of integrated marketing communications. It is also part of the “traditional”
promotions mix of advertising, consumer and trade promotions, and personal selling. These functions, along
with other activities such as direct marketing and public relations efforts, form the basis for communicating
with individual consumers and business customers. The role advertising plays varies by company, products,
and the marketing goals established by the firm. For some products and companies, advertising is the central
focus and the other components (trade promotions, consumer promotions, and personal selling) support the
advertising campaign. In other situations, advertising plays a secondary role, such as supporting the national
sales force and a firm’s trade promotion program. In the business-to-business sector, advertising often assists
with other promotional activities, including trade shows and personal sales calls. In the consumer sector, the
reverse is often true. Advertising is usually the primary communication vehicle and the other promotional
tools (contests, giveaways, special packages) are designed to back the advertising campaign. In both
business-to-business and consumer promotions, the key to using advertising effectively is to see advertising
as one of the “spokes” in the “wheel” of the promotional effort. The remaining “spokes” are the other
components of the IMC plan.
An IMC program is more than just promotions and advertising tactics. IMC includes clear internal
communications among departments along with the messages sent to external customers and suppliers. IMC
programs apply information technologies to develop databases that help everyone in the firm understand
customer needs and characteristics. This covers the needs of both business customers and end-user
consumers. Effective integrated communications programs mean that every organizational member works
toward the goal of reaching customers with a clear, consistent message

Explain the types of Advertising Agency.

Types of advertising agencies: There are basically four types of ad agencies. They are
1. In-house agencies
2.Creative boutiques
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3.Media buying agencies
4.Full service agencies
(i) In- house agencies: Some companies, in an effort to reduce costs and maintain greater control over
agency activities, have set up their own advertising agencies internally. An inhouse agency is an ad agency
set up, owned and operated by the advertiser. Many companies use in-house agencies exclusively; others
combine in-house efforts with those of outside agencies.
A major reason for using in-house agency is to reduce advertising and promotional costs. Companies with
very large advertising budgets pay a substantial amount to outside agencies in the form of media
commissions. With an internal structure, these commissions go to the in-house ad agency. An in-house ad
agency can also provide related work such as sales presentations and sales force material, package design,
and public relations at a lower cost than the outside agencies.
Saving money is not the only reason companies use in-house ad agencies. Time savings, bad experience
with outside agencies, and the increased knowledge and understanding of the market that come from
working advertising and promotion for the product or service day by day are also reasons. Companies can
also maintain a tighter control over the process and more easily coordinate promotions with the firm’s
overall marketing programmes.
In-house agencies in India are:
1. Levers - Lintas (previously)
2. Videocon – Confidence
3. Reliance – Mudra (when Mudra started out)

(ii) Creative boutiques: Creative boutique is an agency that provides only creative services. These
specialized companies have developed in response to some client’s desires to use only the creative talent of
an outside provider while maintaining the other functions internally.
The client may seek outside creative talent for two reasons:
Because he wants an extra creative effort
May be because its own employees of the in-house agency or the agency that he has appointed do not
have sufficient skills in this regard. The full-service agencies also sub-contract work creative boutiques
when they are very busy or want to avoid adding full time employees to their pay roll. Creative boutiques
are usually found by members of the creative departments of full service agencies who leave the firm and
take with them clients who want to retain their creative talents. These boutiques generally perform creative
function on a fee basis.
Few creative boutiques in India:
1. RMG David
2. Vyas Gianetti Creatives
3. Chlorophyll
(iii) Media buying agencies: Media buying agencies are independent companies that specialize in the
buying of media, particularly radio and television. The task of purchasing advertising media has grown more
complex as specialized media proliferate, so media buying services have found a niche by specializing in the
analysis and purchase of the advertising time and space. Agencies and clients generally develop their own
media plans and then hire the buying services to execute them.
Some media buying agencies do help advertisers plan their media strategies. Because media buying agencies
purchase such large amounts of time and space, they receive large discounts and can save the small agency’s
or client’s money on media buying. Media buying agencies are paid a fee or commission for their work.
1. Mindshare
2. Initiative Media (LOWE)
3. Zenith Media (Bates, Saatchi & Saatchi)
4. Optimedia (Publicis)
5. Starcom (Leo Burnett)
6. Fulcrum (HTA)
(iv) Full – service agency: The function of an advertising agency is to see to it that its client’s advertising
leads to greater profits in the long run than could be achieved without the ad agency. Most such agencies are
large in size and offer their clients a full range of services in the area of marketing, communications and

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promotions. These include planning, creating and producing the advertisement, media selection and
research. Other services offered include strategic marketing planning, sales training, package design, sales
promotion, event management, trade shows, publicity and public relations. The full service agency is
composed of various departments; each is responsible to provide required inputs to perform various
functions to serve the client

How to Choose a Marketing Agency (Ad Agency)

Selecting an advertising agency (aka a marketing agency or creative agency)—or, more to the point, theright
agency—is a crucial decision for any company. Choosing wisely will lead to visible, positive results for
your company. The wrong agency fit, conversely, will not only be a waste of money but also make your
marketing life miserable. Too many companies take a haphazard approach to this critical decision; they may
get lucky, or they may not. Based on years of experience on both the client and agency sides, here is a
structured approach that should lead to the best decision.
Step 1: Develop a long list of agencies to evaluate. The best source in compiling this list is referrals from
colleagues. Additional sources are the local Yellow Pages or Internet resources such as agencyfinder.com or
All Advertising Agencies. Start with at least six agencies to investigate further, but no more than 12.

Step 2: Conduct your initial research. Use the internet to check out the agencies on your initial list and
eliminate any obvious poor fits. Some agencies focus on specific industry niches, while others have a
broader focus but are clearly more business-to-business (b2b) or business-to-consumer (b2c) oriented. Most
agencies won’t work with two or more clients who are direct competitors, so if you see one of your closest
competitors on an agency’s client/reference list, drop them from consideration. Make sure each agency
includes the services you need among their core competencies. The goal in this step is reduce your initial list
down to five to ten agencies for further consideration.

Step 3: Develop your request for proposal (RFP). This step in actually somewhat controversial, as there are
“experts” out there who will tell you not to use an RFP, but rather to utilize a request for information (RFI),
which is largely more a semantical difference than a substantive one; the goal is to collect some specific
information from each of the agencies on your list, whatever you want to call this. Other sources will tell
you that agencies hate RFPs, when what they really mean is that agencies hate poorly-crafted RFPs;
following the outline How to Write an Ad Agency RFP will help avoid this outcome.

Step 4: Call each agency on your list. Introduce yourself and your company, and tell them you’d like to
include them in your RFP process. This step serves three purposes: first, it allows any agency which doesn’t
want to respond to your RFP, for any reason, to opt out of the process right away. Second, it enables you to
speak directly to an appropriate individual at the agency and begin establishing a rapport. Third, it assures
that you will be sending your RFP to the right person at the agency. You should tell this person how many
agencies will be receiving the RFP. You don’t have to volunteer the specific names of the other agencies
you’ll be contacting, but should provide this information if asked.

Step 5: Send out the RFPs to the agencies who have agreed to participate. Make yourself available to answer
their (inevitable) questions, and let them know that you are available for this. If you have included any out-
of-town agencies on your list, be aware that they may expect at least partial reimbursement for their travel
expenses if you invite them to give a presentation; get agreement from your internal selection team
(specifically those with expense approval authority) beforehand as to how you will handle this.

Step 6: Evaluate the RFP responses, eliminating those agencies which are less than an excellent fit for your
needs, in order to get down to your short list of finalists (at least two, but certainly no more than five). In
evaluating the responses, ask questions such as: are you comfortable with their experience, size and
resources? With their approach to your challenge(s) and objective(s)? Are you confident that your account
will be large enough to be important to them? Are you impressed by the quality and tone of their creative
work? And of course, call their references. Specifically, ask about their satisfaction with their agency

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relationship. Does the agency consistently meet specified timelines? Do they adhere to their quoted prices?
Are they easy / pleasant to work with? What results have been achieved?

Step 7: Arrange for presentations from each of your finalist agencies. Ideally, unless you are able to
eliminate an agency from consideration after the first presentation, you should schedule two presentations
with each agency: one at your facility (to give their personnel some impression of your offices, people and
work environment) and a second at their agency, including a tour. At this step you and your evaluation team
will have the opportunity to share with the agency representatives more information about your industry,
your company, and your unique strengths, challenges and goals. Each agency has the opportunity to tell you
more about their capabilities, approach and practices. While the facts are certainly important, the most
critical criterion at this point is chemistry: are you comfortable with the agency’s team, and are they people
you look forward to working with and entrusting with your company’s promotional activities?

Step 8: Finally, after reviewing the RFP responses and meeting with your finalist agencies, it’s time to make
your final selection. Regardless of the titles involved, your internal selection team should agree to discuss
the merits of the competing agencies as peers in a freewheeling discussion. In a perfect world, you would all
agree on which agency was the clear winner; in the real world, compromise will likely be necessary on
someone’s part, and the final decision may not be yours. That’s why the freewheeling discussion component
is critical; if one individual (e.g. your CEO or CMO) ultimately makes the final decision, at least all of the
facts and opinions of the team have been aired.
As the last step, you need to inform each of the finalist agencies of your decision. Because the rejections are
tougher, I recommend getting these out of the way first. Call each agency and let them know of your
decision and, in a positive manner, the reasoning behind it. Follow up with an email thanking them for their
participation in your process, praising their strengths, and again briefly stating your rationale for the final
selection. Then, call the winning agency and give them the good news.

ADVERTISING PLANNING AND RESEARCH

The initial meetings between the agency that has been selected and the firm’s advertising management and
marketing team are key moments. These meetings should be used to combine all of the advertising elements.
Even then, some planning and research projects remain.

First, the agency involved should be engaged in general preplanning input collection. This task includes
“reading up” on the client organization in books, trade publications, research reports, and the company’s
Web site. Also, members of the advertising agency should, when possible, actually use the good or service
involved. Also, by visiting with members of the community, employees, and other business partners,
members of the advertising agency can develop a solid understanding of the client

Next, product-specific research should be conducted. Two things should be identified at this point. The first
is whether there are problems associated with a given good or service. One approach is called “problem
detection,” in which consumers are asked to report any problems or difficulties they have encountered using
a product. These issues must be addressed as part of the IMC program. The other matter to complete is
discovering the major selling idea to be used in the ad campaign.

Finally, qualitative research can be used to assist the vendor company and its advertising agency. Focus
groups are often used to bring people together to talk about a product. With a creative in attendance, it is
possible to hear about the kind of person who likes a product and to discover tactics that might reach the
individual. The actual collection of information can come from a variety of perspectives, including:

◗ Anthropology

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◗ Sociology
◗ Psychology
The methods employed by anthropologists often involve direct observation. This helps the marketing team
discover not only who is using a product, but also how it is being used. W

Sociologists examine social class issues and trends. Using a sociological approach, it is clear that the “World
of Ralph Lauren” is composed of rich, elite, and distinct people. Ralph Lauren creates fashions for the
wealthy and features messages that that stress style and high social class. Psychology concentrates on
motivation, cognition, and learning. When these come together, values emerge. The values and lifestyle
model (VALS) predicts consumer behavior by concentrating on self-orientation and resources. In other
words, most purchases are based on a match of lifestyle choice with funds available. A cowboy-type
individual, even one who has moved to the city, makes purchases from western stores the person can afford,
because these items reflect the individual’s personal self-orientation.

Another psychological approach is called a personal drive analysis (PDA). This method helps the
researcher understand psychological drives toward indulgence, ambition, or individuality. These drives
affect brand choices. A fine wine may be viewed as an indulgence by a consumer or as an expression of
individuality. Knowing the purchasing motives of a target market can greatly enhance the effectiveness of an
advertising program. Carefully collected knowledge about the good or service and the audience for ads and
advertising campaigns is crucial to success. With this information in mind, the actual campaign can be
developed.

ADVERTISING CAMPAIGN MANAGEMENT

Managing an advertising campaign is the process of preparing and integrating a specific advertising
program in conjunction with the overall IMC message. An effective program consists of five steps. The
steps of advertising campaign management are:

1. Review the communication market analysis.

2. Establish advertising objectives consistent with the communication objectives developed in the
promotions opportunity analysis program.
3. Review the advertising budget.
4. Select the media in conjunction with the advertising agency.
5. Prepare a creative brief.
The advertising program should be consistent with everything else in the IMC program. The idea is to makes
sure the firm presents a clear message to key target markets. Then, advertising efforts can be refined to gain
the maximum benefit from the promotional dollars being spent. A review of the issues present in each
element of advertising campaign management is presented next

ADVERTISING GOALS The second step of advertising planning is to establish and clarify advertising
goals, which are derived from the firm’s overall communication objectives. Several advertising goals are
central to the IMC process. Some of these goals are listed

Building Brand Image Building a strong global brand and corporate image is one of the most important
advertising goals. A strong brand creates brand equity. As discussed in Chapter 2, brand equity is a set of
characteristics that make a brand seem different and better to both consumers and businesses. These benefits
can be enhanced when they combine effective advertising with quality products. Higher levels of brand
equity are a distinct advantage as consumers move toward purchase decisions. Advertising is a critical
component in the effort to build brand equity. Successful brands have two characteristics: (1) the top of

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mind and (2) the consumers’ top choice. When consumers are asked to identify brands that quickly come to
mind from a product category, one or two particular brands are nearly always mentioned.

Providing Information

Besides building brand recognition and equity, advertising serves other goals. For example, advertising often
is used to provide information to both consumers and business buyers. Typical information for consumers
includes a retailer’s store hours, business location, or sometimes more detailed product specifications.
Information can make the purchasing process appear to be convenient and relatively simple, which can
entice customers to finalize the purchasing decision and travel to the store. For business-to-business
situations, information from some ads leads various members of the buying center to consider a particular
company as they examine their options. This type of information is most useful when members of the
buying center are in the information search stage of the purchasing process. For high-involvement types of
purchases, in which members of the buying center have strong vested interests in the success of the choice,
informative advertisements are the most beneficial. Low-involvement decisions usually do not require as
much detail. In marketing to both consumers and other businesses, information can help those involved
reach a decision. Information is one component of persuasion, another objective of various advertising
programs.

Persuasion

One of the most common goals of advertising programs is persuasion. Advertisements can convince
consumers that a particular brand is superior to other brands. They can show consumers the negative
consequences of failing to use a particular brand. Changing consumer attitudes and persuading them to
consider a new purchasing choice is a challenging task. As described later, advertisers can utilize several
methods of persuasion. Persuasive advertising is used more in consumer marketing than in business-to-
business situations. Persuasion techniques are used more frequently in broadcast media such as television
and radio rather than in print advertising.

Supporting Marketing Efforts

Another goal of advertising is to support other marketing functions. For example, manufacturers use
advertising to support trade and consumer promotions, such as theme packaging or combination offers

Encouraging Action Many firms set motivational goals for advertising programs. A television commercial
that encourages viewers to take action by dialing a toll-free number to make a quick purchase is an example

Action-oriented advertising is likely to be used in the business-to-business sector. When it is, often the goal
is to generate sales leads. Many business advertisements provide a Web address or telephone number that
buyers can use to request more information or more easily make a purchase

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 ADVERTISING DESIGN

Explain the Advertising Theory

In developing an advertisement for an advertising campaign, there are theoretical frameworks that can be
useful, including:
• The hierarchy of effects model
• A means-ends theory
• Visual and verbal frameworks

1. Hierarchy of Effects
The hierarchy of effects model is helpful in clarifying the objectives of an advertising campaign as well as
the objective of a particular advertisement. The model suggests that a consumer or a business buyer moves
through a series of six steps when being convinced to make a purchase.
1.Awareness.
2. Knowledge.
3. Liking.
4. Preference.
5. Conviction.
6. The actual purchase.
Although the hierarchy of effects model helps creative’s to understand the impact of an advertisement on
viewers, some of its underlying principles have been questioned. For instance, there are times when
consumers may first make a purchase and then later develop knowledge, liking, preference, and conviction.
The major benefit of the hierarchy of effects model is that it is one method that can be used to identify the
typical steps consumers and businesses take when making purchases.
The components of the hierarchy of effects approach highlight the various responses that advertising or
other marketing communications must accomplish.
The hierarchy of effects model has many similarities with theories regarding attitudes and attitudinal change,
especially regarding cognitive, affective, and conative components.
2.Means-Ends Theory
A means leads the consumer to a desired end state. The end states are various personal values
consumers hold. Means-ends theory is the basis of a model called MECCAS. MECCAS stands for Means
Ends Conceptualization of Components for Advertising Strategy. MECCAS model suggests five elements
should be utilized in creating ads:
1. The product’s attributes.
2. Consumer benefits.
3. Leverage points.
4. Personal values.
5. The executional framework.
The MECCAS concept also applies to business-to-business advertisements. The personal values of
members of the buying center might include job security for making good decisions, self-fulfillment,
wisdom, and social acceptance by other members of the buying group.

3.Leverage Points

A leverage point is the feature of the ad that leads the viewer to transform the advertising message into a
personal value.
To construct a quality leverage point, the creative must be able to build a pathway that connects a product
benefit with the potential buyer’s value system. Creatives spend considerable amounts of time designing ads
with powerful leverage points. Executional frameworks and various types of appeals, as described in the
upcoming pages, are the tools creatives use to help the consumer make the transition from being aware of a
product’s benefits to incorporating it with his or her value system.
4.Verbal and Visual Images
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A key decision made by the creative determines the degree of emphasis given to the visual elements of the
ad versus the verbal elements. Combining visual with verbal elements can cause a message to be dual-coded
and more easily remembered.
Visual images:
• Often lead to more favorable attitudes toward both the advertisement and the brand
• Tend to be more easily remembered than verbal copy
• Are stored in the brain both as pictures and words
• Range from very concrete and realistic to very abstract
Because radio does not have a visual component, radio advertisers often try to create visual images for the
audience. Visual imagery is especially important in the international arena. Global advertising agencies try
to create what they call visual Esperanto, which is a universal language that makes global advertising
possible for any good or service and transcends cultural differences. The most important task in creating
visual Esperanto is to create the appropriate visual image. In recent years, more business ads have
incorporated strong visual elements to heighten the emotional aspects of making a purchase.

EXPLAIN THE TYPES OF ADVERTISING APPEALS IN DETAIL

Types of Advertising Appeals The primary appeals are:

• Fear
• Humor
• Sex
• Music
• Rationality
.Emotions
• Scarcity
The appeal to be used should be based on a review of the creative brief, the objective of the advertisement,
and the means-ends chain to be conveyed.

Fear
Fear appeals are used because they work. Fear increases both the viewer’s interest in an advertisement and
the persuasiveness of that ad. There is a theoretical explanation regarding the way fear works. It is referred
to as the behavioral response model .
A business-to-business advertiser offering Internet services may try to focus on the severity of down time if
a company’s Internet server goes down or the firm’s vulnerability. A key decision is how strong to make the
fear in the advertisement. Most advertisers believe a moderate level of fear will be the most effective. Too
much fear causes the viewer to turn away. Too little does not attract attention.
Humor :Humor is effective in both getting attention and keeping it, which helps the ad cut through clutter.
Humor is used in about 30% of all advertisements. The success of humor as an advertising tactic is based on
causing consumers to:

• Watch
• Laugh
• Most importantly, remember
In recall tests, humorous ads are often the most remembered. To be successful, the humor should be directly
connected to the product’s benefits.

Some of the reasons for using humorous ads are identified . Unfortunately, humorous ads can also backfire.
Advertisers must be careful to avoid letting the humor overpower the advertisement. When humor fails, it is
usually because the joke in the ad is remembered but the product or brand is not. Sarcasm and jokes made at
someone’s expense are often popular with younger audiences, but are not well received by baby boom and
older generations.

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Sex

Sex appeals are one approach to building brand awareness. The five ways sexuality has been employed in
advertising:
1. Subliminal techniques, or placing sexual cues or icons in advertisements where they will affect a viewer’s
subconscious mind.
2. Sensuality targeted toward women who might respond to more of a sensual suggestion than an overt
sexual approach. Instead of strong sexual images, an alluring glance across a crowded room is shown.
3. Sexual suggestiveness, to make the product seem more sensuous. A recent trend in sexual suggestiveness
is to use gay and lesbian themes.
4. Nudity or partial nudity, with both male and female models.
5. Overt sexuality, which is becoming more common.
Are Sex Appeals Effective? A number of studies have investigated sex appeals and nudity in advertising.
Almost all of them conclude that sex and nudity do increase attention, regardless of the gender of the
individuals in the advertisement or the gender of the audience. Although sexually oriented ads attract
attention, brand recall for ads using sex appeal is lower than ads using some other type of appeal. Other
factors to consider . A common sexual appeal in advertising is to use decorative models in an advertisement
whose primary purpose is to adorn the product as a sexual or attractive stimulus but with no other functional
purpose in the ad. When researchers examined the impact of sexual visual stimuli, they found these types of
stimuli affected attitudes in four ways.
1. Consumers tend to form inferences about the advertised brand based on the information presented in the
visual part of the ad.
2. If the visual element is evaluated positively, consumers tend to develop positive attitudes toward both the
ad and the brand. If the visual element is evaluated negatively, then the reverse was true.
3. In advertising with explicit visual sexual content, the sexual appeal often interferes with message
comprehension.
4. Ads with explicit visual sexual components produce greater purchase intentions.
Sex Appeals in International Advertising :

Although sex is found in advertising worldwide, what is appropriate in terms of sexual appeal varies across
countries ,Religions, cultures, and value systems are the most important factors in determining the level of
nudity, as well as sexual references and gender-specific issues.

Disadvantages of Sex Appeals

One major criticism of sexually based advertising is that it has perpetuated dissatisfaction with one’s body.
The problem with the stereotyping of females in ads takes a different twist in other countries. For example,
in Saudi Arabia and Malaysia, women must be shown in family settings. In general, the use of sex to make
products more appealing is a legitimate tactic for many companies, products, and advertising firms. The goal
should be to use sex in a manner that is interesting, germane to the product, and within the ethical standards
of the region.

Musical Appeals

Music gains attention and increases the retention of visual information at the same time. Most consumers
remember the song along with images of the product or company. Music can lead to a better recall of the
visual and emotional aspects of an ad. Music can also increase the persuasiveness of argument. Musical
memories are often stored in long-term recall areas of the brain. Several decisions are made when selecting
music for ads, including answers to these questions:

• What role will music play in the ad?

• Will a familiar song be used, or will something original be created?
• What emotional pitch should the music reach?
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• How does the music fit with the message of the ad?

Music can be:

• An incidental part or the primary theme of the ad
• Used to misdirect the audience so a surprise ending can appear
• Anything from whimsical, to dramatic, to romantic An important decision involves the selection of a
familiar tune versus creating original music for the ad.
Well-known songs have an advantage: Consumers already have developed an affinity for the song that they
can transfer to the product. Popular songs are often costly and some musicians refuse to sell them. Some that
have been featured. Some advertisers now look for new, less-well-known musicians to reduce costs.

Rational Appeals

A rational appeal often follows the hierarchy of effects stages of awareness, knowledge, liking, preference,
conviction, and purchase. To be successful, rational appeals rely on consumers actively processing the
information presented in an advertisement.

Print media offers the best outlets for rational appeals, because they give the readers a greater opportunity to
process copy information.
Print media are used extensively by business-to-business advertisers to take advantage of rational appeals.
Conventional advertising wisdom is that rational appeals are well suited for high involvement and complex
products. High involvement decisions require considerable cognitive activity and consumers spend more
time evaluating the attributes of the individual brands. Complex products require more time to absorb key
information. Rational appeals are effective when consumers are willing to pay attention to the
advertisement. Emotional Appeals Emotional appeals are based on three ideas, as summarized
1. Consumers ignore most advertisements.
2. Rational appeals go unnoticed unless the consumer is in the market for a particular product at the time it is
advertised.
3. Emotional advertising can capture a viewer’s attention and help develop an attachment between a
consumer and a brand.
The rationale for changing to emotional business-to-business ads is the idea that emotions affect all types of
purchase decisions, so they also affect members of the buying center. Television is one of the best media for
emotional appeals, because it has intrusion value and can utilize both sound and sight. Facial expressions
can convey emotions and attitudes. Emotions can be tied with humor, fear, music, and other appeals to make
a compelling case for a product..
Scarcity Appeals

Scarcity appeals urge consumers to buy a particular product because of a limitation. The limitation can be a
limited number of the products available, or, more often, that the product is available for only a limited time.
A scarcity appeal is often used with other promotional tools, such as a price discount to encourage retailers
who stock up. The primary benefit of scarcity appeals is that they encourage consumers to take action.

Explain the Structure of an Advertisement .

The majority of ads prepared for publication or broadcast tend to have five elements:
1. The promise of a benefit (headline).
2. The spelling out of a promise (subheadline).
3. Amplification.
4. Proof of the claim.
5. Action to take. UNIT-III (COMPLETED)
REFERENCE: Advertising management- Kennth clow- pearson edition.

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