Objectives of Advertising Like every firm must have well defined objectives, objectives of advertising are used to achieve

realistic promotional and marketing goals. The objectives of advertising include those sets of steps and tasks that can help in successful launch of products and can help the firm to garner maximum profits. Just like every company has various goals and objectives to achieve, the objectives of advertising are to help the product gain maximum success. Without proper advertising objectives, advertising agencies wont be able to thrive in the tough competition and they may also fail to impress its clients. In essence, objectives of advertising are essential for success of an advertising campaign and an advertising program. Here, in this article, Ill talk about various advertising objectives that are essential for the success of a firm. Advertising Objectives #1: Basic Objectives of Advertising Advertising has evolved to become one of the most important industries. The basic objectives of advertising are to secure, develop, innovate and create advertisements to sell a product. All advertising techniques and strategies that are required for making a product successful, stem from basic objectives of advertising. So in essence, objectives of advertising are in line with objectives of firms plans and marketing campaigns to generate maximum profits and provide quality service to its customers. Advertising Objectives #2: Informative Objectives One of the first objectives of advertising campaigns is to inform customers about products and its development. Through informative objectives, customers are informed about the product, its working, pricing and cost standards. Besides these, informative advertising objectives include developing an awareness about the product and the company among consumers. Now, these objectives are achieved during launch and re-launch of a new or an already existing product. Advertising Objectives #3: Persuasive Objectives When a firm focuses its marketing strategies on very highly competitive markets, it involves tools of persuasive marketing to go ahead of its competitor by adopting methods of comparison advertising. This is a very common observation in day-to-day life. Firms with same brands are often seen proving their products better than their rival. Advertising Objectives #4: Reminder Objectives Some products that have become legends are always in the mind of customers. However, it doesnt mean that advertising firms dont work on advertising those products. One of the objectives of advertising, called as

reminder advertising is done by firms that have to retain some of their brands in the market. Such advertising technique is used by firms like Rebook, Nike, Coco Cola, etc to maintain their position in the market. Advertising Objectives #5: Advertising Message An appealing message to the audience is the most essential part of every advertising campaign. Without an effective advertising message, its impossible for any firm to succeed and achieve its objectives. Due to immense information that is projected on the minds of consumers, striking and impressing the consumer is very difficult. Hence, advertising messages become extremely crucial. Advertising Objectives #6: Communicate Effectively Now a days, just being an inexpensive product and with quality features may not be enough for the success of a product. The product must establish an emotional connection with the consumer. Through series of market research, it has been proved that products that are able to influence consumers at emotional level are always best sellers. So the bottom line of advertising objectives is to communicate effectively. If you carefully look around, you can observe various objectives of advertising and publicity with examples. There is no dearth of advertisements that are bombarded on consumers in this new advertising era. Nevertheless, objectives of advertising must not be restricted to just making money. It should also try to make a product brand in the eyes of the consumers. And this can only be achieved with focus on quality products.

Advertising Because of the many forms and uses of advertising, it is difficult to make all-embracing generalizations about its distinctive qualities as a component of the promotional mix. Yet the following qualities can be noted. Public Presentation Advertising is a highly public mode of communication. Its public nature confers a kind of legitimacy on the product and also suggests a standardized offering. Because many persons receive the same message, buyers know that their motives for purchasing the product will be publicly understood. Pervasiveness Advertising is a pervasive medium that permits the seller to repeat a message many times. It also allows the buyer to receive and compare the messages of various competitors. Large-scale advertising by a seller says something positive about the seller's size, popularity and success. Amplified Expressiveness Advertising provides opportunities for dramatizing the com-pany and its products through the artful use of print, sound and color. Sometimes, however, the tool's very success at expressi-veness may dilutor distract from the message. Impersonality Advertising cannot be as compelling as a company sales rep-resentative. The audience does not feel obligated to pay atten-tion or respond. Advertising is able to carry on only a mono-logue, not a dialogue, with the audience. Advertising is an efficient way to reach numerous geographi-cally dispersed buyers at a low cost Per

exposure. Certain forms of advertising, such as TV advertising, can be newspaper advertising; can be done on a small budget. Advertising may have an effect on sales simply through its presence done on a small budget, while other forms, such as. Consumers may believe a heavily advertised brand is one that offers "good value", "otherwise, why would advertisers spend so much money backing a poor product? Setting the Advertising Objectives The first step in developing an advertising program is to set the advertising objectives. These objectives must flow from prior decisions on the target market, market positioning and marketing mix. The market-positioning and marketing-mix strategies define the job that advertising must do in the total marketing program. Advertising objectives can be classified as to whether their aim is to inform, persuade or remind. Informative Advertising Informative advertising figures heavily in the pioneering stage of a product category, where the objective is to build primary demand. Thud the yogurt industry initially had to inform consumers to yogurt's nutritional benefits and many uses. Persuasive Advertising Persuasive advertising becomes important in the competitive stage, where a company's objective is to build selective demand for a particular brand. Most of the advertising we view falls into this category. For example, Chivas Regal attempts to persuade consumers that is delivers status like no other brand of scotch. Some persuasive advertising has moved into the category of comparison advertising, which seeks to establish the superiority of one brand through specific comparison with one or more other brands in the product class. Comparison advertising had been used in such product categories as

deodorants, fast-food hamburgers, toothpaste, tires and auto-mobiles. The burger King Corporation successfully developed comparison advertising for its franchise when it battled McDonald's in a burger war over flame broiling versus frying hamburgers. Describes some guidelines for creating successful comparison advertising. Reminder Advertising Reminder advertising is highly important in the mature stage of the product to keep the consumer thinking about the product. Expensive four-color Coca-Cola ads in magazines have the purpose not of informing or persuading but of reminding people to purchase CocaCola. A related form of advertisingis reinforcement advertising , which seeks to assure current purchasers that they have made in right choice. Aurotobile ads will often depict satisfied customers enjoying some special feature of their new car.

Possible Advertising Objectives To Inform informative advertising, seeks to tell the market about the product, explain how the product works, provide information on pricing, and build awareness of both the product and the company. Such objectives are normally pursued at the launch of a new product, or re-launch / up-date of an existing product. 1. Telling the market about a new product 2. Describing available services 3. Suggesting new uses for a product 4. Correcting false impressions 5. Informing the market of a price change 6. Reducing consumers' fears 7. explaining how the product works 8. Building a company image To Persuade Here objectives are to encourage the target audience to switch brands,

make the purchase, and create a preference in the market for the product as opposed to its competition. Advertising of this nature is required in highly competitive markets, where a range of products compete directly with each other. In such circumstances businesses often seek to differentiate their product through Comparison Advertising either directly or indirectly comparing its product to that of its competitors. 1. Building brand preference 2. Persuading customer to purchase now 3. Encouraging switching to your brand 4. Persuading customer to receive a sales call 5. Changing customer's perception of product attributes

To Remind Reminder Advertising, is used to maintain interest and awareness of a well established product in the market, often in the latter stages of its product life cycle. It is often used at the Point-of-Purchase to remind consumers of the Brand. Such advertising is used by the likes of CocaCola and other leading brands, to maintain their position in the market 1. Reminding consumers that the product may be needed in the near future 2. Keeping it in their minds during of seasons 3. reminding them where to buy it 4. Maintaining its top-of mind awareness

THE AIDA MODEL

The AIDA model produces a pedantic illustration about the entire procedure of how advertising effects consumer behaviour. It is an acronym, which consists of the factors of attention, interest, desire and action, all of them relevant to the relationship between consumer behavior and advertising. The first element, that is attention, describes the stage in which the brand manages to gain the attention of the consumer through the advertisement that he has come into contact with. It could be either positive or negative attention or sometimes, in a worse case, no attention at all. From the advertiser's standpoint, only the first case is a favourable one where the consumer pays positive attention to the advertisement and eventually the brand. The next element or stage is only carried forward when the first case of the last step comes true. This is the interest phase, which the consumer indulges in, once the advertisement has his undivided attention. Next comes the factor of desire that is a step further of the interest that has been developed inside the consumer. The desire phase is a theoretical manifestation of the consumer's active buying behaviour. The theoretical manifestation finally changes into actual buying behaviour when the consumer actually takes action and buys the brand, fulfilling the last element of the AIDA model that is action

AIDA is an acronym used in marketing that describes a common list of events that may be undergone when a person is selling a product or service. The term and approach are attributed to American advertising and sales pioneer, E. St. Elmo Lewis. In 1898 Lewis created his AIDA funnel model on customer studies in the US life insurance market to explain the mechanisms of personal selling. Lewis held that the most successful salespeople followed a hierarchical, four layer process using the four cognitive phases that buyers follow when accepting a new idea or purchasing a new product. A - Attention (Awareness): attract the attention of the customer. I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising). D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs. A - Action: lead customers towards taking action and/or purchasing. Using a system like this gives one a general understanding of how to target a market effectively. Moving from step to step one loses some percent of prospects.

New Developments Later evolutions of the theory have edited the AIDA steps. New phases such as conviction (AIDAC) and satisfaction (AIDAS) have been added. S - Satisfaction - satisfy the customer so they become a repeat customer and give referrals to a product. 'C' One significant modification of the model was its reduction to three steps (CAB): Cognition (Awareness or learning) Affect (Feeling, interest or desire) Behaviour (Action). Along with these developments came a more flexible view of the order in which the steps are taken, suggesting that different arrangements of the model might prove more effective for different consumer-to-product relationships.

DAGMAR MODEL

Criticism with regard to DAGMAR model Sales orientation those who see sales as the only valid measure of effectiveness level this criticism. The sole purpose of advertising is to generate sales. So as the completion of communications tasks may not result in purchases, the only, measure that needs to be undertaken is that of sales. Restrictions on creativity :DAGMAR is criticized on the grounds that creative flair is lost as attention is continuously on the numbers game, such as focusing on measures of recall, attitude change and awareness rather than the looking for the big idea. Thus the creative personnel is held more accountable under DAGMAR and this may inhibit some of their work. A campaign with all music and warm human visuals is loved by everybody but it would fail to meet the companys standard. Thus a wonderful campaign would be evaluated on wrong criteria. Short-term accountability: Managers do not have adequate time to spend on analyzing levels of comprehension and preference and convert them into formats that are going to be of direct benefit to them and their organizations. Difficulty in determining what constitutes adequate levels of awareness and comprehension and how can it be determined which stage the majority of the target audience has reached at any given point of time. The VIP Feelings advertisements for ladies undergarments could be successful changing the attitude towards the brand VIP that was associated to be a mans wear, or it could be successful in creating awareness that VIP has started a new line of product for ladies too. Evaluating and measuring this from one single advertisement is difficult. Hierarchy of Effects Model, DAGMAR attacks the basic hierarchy model, which postulates a set of steps of awareness, comprehension, and attitude leading to action. The counterargument is that it is possible that action may precede awareness. The foreign chocolates, which are bought by people from the departmental stores, are not advertised, but still people buy them. It is later that the advertising for the product is done, or sometimes it is not

done at all. Another example would be that action is preceded the attitude formation and comprehension with the impulse purchase of a low involvement product. DAGMAR - Defining Advertising Goals for Measured Advertising Results Russell Colley (1961) developed a model for setting advertising objectives and measuring the results. This model was entitled Defining Advertising Goals for Measured Advertising Results- DAGMAR. DAGMAR model suggests that the ultimate objective of advertising must carry a consumer through four levels of understanding: from unawareness to Awarenessthe consumer must first be aware of a brand or company Comprehensionhe or she must have a comprehension of what the product is and its benefits; Convictionhe or she must arrive at the mental disposition or conviction to buys the brand; Actionfinally, he or she actually buy that product. Awareness Awareness of the existence of a product or organization is necessary before the purchase behavior can be expected. Once the awareness has been created in the target audience, it should not be neglected. If there is neglect, the audience may become distracted by competing messages and the level of awareness of focus product or organization will decline. Awareness needs to be created, developed, refined or sustained, according to the characteristics of the market and the particular situation facing an organization at any one point of time. In situations where: Buyer experiences high involvement: Is fully aware of a products existence, attention and awareness levels need only be sustained and efforts need to be applied to other communication tasks. sales promotion and personal selling are more effective at informing, persuading and provoking consumption of a new car once advertising has created the necessary levels of awareness. The LG golden eye ads that are repeatedly shown inspite of high awareness to ensure top of mind awareness and retain the existing

awareness levels. Where low levels of awareness are found, getting attention needs to be the prime objective in order that awareness can be developed among the target audience. Sahara Homes ad that features Amitabh Bachhan saying jaha base Bharat. Awareness level is low, however it is a high involvement decision. Thus adequate attention is required and awareness levels are raised with use of well-known and trusted celebrities. Buyer experiences low involvement: If buyers have sufficient level of awareness, they will be quickly prompted into purchase with little assistance of the other elements of the mix. Recognition and brand image may be felt by some to be sufficient triggers to stimulate a response. The requirement in such a situation would be to refine and strengthen the level of awareness so that it provokes interest and stimulates greater involvement during recall or recognition. Parle G ad that talks about it being the largest seller Duniya ka sabse Zyada bikne waala biscuit. Parle G as a brand already enjoys high levels of awareness and requires low involvement decision, thus communication is mainly intended to refine awareness. If buyers have low level of awareness, the prime objective has to be to create awareness of the focus product in association with the product class.

Comprehension Awareness on its own may not be sufficient to stimulate a purchase. Knowledge about the product or the organization is necessary. This can be achieved by providing specific information about key brand attributes. In attempting to persuade people to try a different brand of water, it may be necessary to compare the product with other mineral water products and provide an additional usage benefit, such as environmental claims. The ad of Ganga mineral water, featuring Govinda, which banked on the purity aspect. They related the purity of the water with that of river Ganga.

Conviction The next step is to establish a sense of conviction. By creating interest and preference, buyers are moved to a position where they are convinced that a particular product in the class should be tried at the next opportunity. To do this, audiences beliefs about the product have to be moulded and this is often done through messages that demonstrate the products superiority over a rival or by talking about the rewards as a result of using the product. Many ads like Thumbs Up featured the reward of social acceptance as grown up. It almost hinted that those who preferred other drinks were kids. Action Communication must finally encourage buyers to engage in purchase activity. Advertising can be directive and guide the buyers into certain behavioural outcomes, Tupperware, Aqua Guard, are famous in Indian cities as a result of its personal selling efforts. For high involvement decisions, the most effective tool in the communication mix at this stage in the hierarchy is personal selling. Through the use of interpersonal skills, buyers are more likely to want to buy a product than if personal prompting is absent.

Characteristics of Objectives A major contribution of DAGMAR was Colleys specification of what constitutes a good objective. Four requirements or characteristics of good objectives were noted Concrete and measurablethe communications task or objective should be a precise statement of what appeal or message the advertiser wants to communicate to the target audience. Furthermore the specification should include a description of the measurement procedure Target audience a key tenet to DAGMAR is that the target audience be well defined. For example if the goal was to increase awareness, it is essential to know the target audience precisely. The benchmark measure

cannot be developed without a specification of the target segment Benchmark and degree of change soughtanother important part of setting objectives is having benchmark measures to determine where the target audience stands at the beginning of the campaign with respect to various communication response variables such as awareness, knowledge, attitudes, image, etc. The objectives should also specify how much change or movement is being sought such as increase in awareness levels, creation of favorable attitudes or number of consumers intending to purchase the brand, etc. a benchmark is also a prerequisite to the ultimate measurement of results, an essential part of any planning program and DAGMAR in particular. Specified time perioda final characteristic of good objectives is the specification of the time period during which the objective is to be accomplished, e.g. 6months, 1 year etc. With a time period specified a survey to generate a set if measures can be planned and anticipated. Written Goal - finally goals should be committed to paper. When the goals are clearly written, basic shortcomings and misunderstandings become exposed and it becomes easy to determine whether the goal contains the crucial aspects of the DAGMAR approach.

Hierarchy-of-Effects Model Among advertising theories, the hierarchy-of-effects model is predominant. It shows clear steps of how advertising works.Hierarchy of effects Model can be explained with the help of a pyramid. First the lower level objectives such as awareness, knowledge or comprehension are accomplished. Subsequent objectives may focus on moving prospects to higher levels in the pyramid to elicit desired behavioral responses such as associating feelings with the brand, trial, or regular use etc. it is easier to accomplish ad objectives located at the base of the pyramid than the ones towards the

top. The percentage of prospective customers will decline as they move up the pyramid towards more action oriented objectives, such as regular brand use. Awareness: If most of the target audience is unaware of the object, the communicators task is to build awareness, perhaps just name recognition, with simple messages repeating the product name. Consumers must become aware of the brand. This isnt as straightforward as it seems. Capturing someones attention doesnt mean they will notice the brand name. Thus, the brand name needs to be made focal to get consumers to become aware. Magazines are full of ads that will capture your attention, but youll have trouble easily seeing the brand name. Knowledge: The target audience might have product awareness but not know much more; hence this stage involves creating brand knowledge. This is where comprehension of the brand name and what it stands for become important. What are the brands specific appeals, its benefits? In what way is it different than competitors brands? Who is the target market? These are the types of questions that must be answered if consumers are to achieve the step of brand knowledge. Liking: If target members know the product, how do they feel about it? If the audience looks unfavourably towards the product to communicator has to find out why. If the unfavorable view is based on real problems, a communication campaigns alone cannot do the job. For product problem it is necessary to first fix the problem and only then can you communicate its renewed quality. Preference: The target audience might like the product but not prefer it to others. In this case, the communicator must try to build consumer preference by promoting quality, value, performance and other features. The communicator can check the campaigns success by measuring audience preference before and after the campaign.

Conviction: A target audience might prefer a particular product but not develop a conviction about buying it. The communicators job is to build conviction among the target audience. Purchase: Finally, some members of the target audience might have conviction but not quite get around to making the purchase. They may wait for more information or plan to act later. The communicator must need these consumers to take the final step, perhaps by offering the product at a low price, offering a premium, or letting consumers tried out. This is where consumers make a move to actually search out information or purchase. Thus advertising is thought to work and follow a certain sequence whereby the prospect is moved through a series of stages in succession from unawareness to the purchase of the product. Advertising cannot induce immediate behavioural response, rather a series of mental effects must occur with the fulfillment at each stage before progress to the next stage is possible.

ADVERTISING. ORIGIN OF ADVERTISING The origin of advertising does not lie in the modern industrial age, but it has its roots in the remote past. Thousand of years ago most people were engaged in hunting, farming, or handicraft related activities. They used to barter products among themselves. Distribution was limited to how far the vendor could walk and distribute, advertising was limited to how loud they could shout. Perhaps the earliest form of advertising was simply the trader shouting out the fact that he existed and naming what he had to sell in the local market place. As an instrument of marketing, advertising was an effective through

multiple sales people reaching many people at one time. Then it had used the media as a tool. The American marketing association defines advertising as any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Advertising doesnt change the physical properties of the product but than also it is the most compulsory expense for creating demand for the product. IMPACT OF ADVERTISING Advertising plays an important role in todays competitive business world. It provides benefits to Manufacturers, Retailers, Customers, Salesman and Society as well. Advertising is used to introduce a new product in the market. It helps to compete with establish brands and, thereby, ensures the survival and success of new product. Advertising creates demand for the product. Advertising spread information about the product or services and makes consumers aware about it through various mass media which makes positive effect on the mind of the people and create demand for the product. It helps in expanding local markets, to national level and even to international level. Trading at national and international level is impossible without advertising Advertising reaches a prospect before a salesman could. The prospect is well informed through advertising. Makes the salesmans job easier. The purpose of repeat advertisings is to make people more brands conscious. Once good brand image is developed, buyers generally become brand loyal. Money spent on advertising is a long term investment to build brand and company image.

Advertising generates more demand, which leads to large scale production and distribution. This results in economies in large scale which in turn reduces cost of goods. Every competitor makes superior claims of his product. Therefore, a prospect needs to persuade to buy products. So, the role of Advertising

is not only to inform but also to persuade. Advertising provides employment in the field of advertising to copywriters, models, etc. It provides indirect employment in society due to large scale production and distribution.

ROLE OF ADVERTISING IN MARKETING MIX. Marketing mix refers to advertising combination of four elements of marketing useful for large-scale marketing. Such elements are: Production, Price, Place, and According to W.J. Stanton Marketing mix is the term used to describe the combination of the four inputs which constitute the core of advertising companys marketing system: the product, the price structure, the promotional activities and the distribution system Advertising and elements of marketing mix: Product is the core element in the marketing mix. The market demand finally depends on the popularity and utility of the product. Popularity again depends on the Quality, benefits and uses of the product. It is necessary to give publicity to physical and other features of the product. Such information needs to be communicated to the prospects through advertising. Buyers are always sensitive about the market price. They shift from one product to the other due to quality or price. Price charged should be reasonable. This is necessary for the support and co-operation of consumers. dvertising and Place: Place relates to physical distribution which is possible through various channels of distribution. Advertiser has to decide whether to adopt direct or indirect channels of also useful for large-scale distribution. Advertising plays a crucial role to ensure smooth distribution of goods and keep the consumers well-informed.

Promotion is perhaps the most important element in the marketing mix. Companies introduce sales promotion campaigns for capturing market. Price discounts and schemes like buy one, get one free are also offered as sales promotion. Various sales promotion techniques are introduced at the consumer and dealer levels. Window display, provision of after sales services and coordinal public relations

also facilitate sales promotion. Massive advertising is useful to support the sales promotion campaigns. WHAT IS THE PERFECT ADVERTISING NEEDED? After doing the study on advertising, I think that the perfect advertising is the advertising which should atleast contains the following things after planning and doing research on the customer preference:1. Jingle and signature tune: Jingles are like a song therefore it is more likeable by Indians. It is easy to remember the product which has jingle in its advertising and it sounds nice. Most of advertisings that have signature tunes are successful in the market so it is useful. And also signature tunes are now used as a ring tones which makes other people also aware about the product. (Jingle-Cadbury and signature tune-Airtel) 2. Use different modes of advertising: Using different modes of advertising makes chances of aware of products in a large scale. Modes like online, TV serials and show, billboards, standard newspaper, magazines, word of mouth, etc give a desired publicity to a product. More use of modes may increase initial cost but it gives good return to new product. 3. Location:If advertising has to be made within the home than its condition should well enough because its reflect the company image. Its environment should look comfortable. If the advertising has to shoots at outdoor then city or foreign frames is a good option because it gives advertising a rich business culture and in many country it is cheap to do advertising because of tax break (Bangkok, Prague, Dubai, etc). 4. Advertising in sports:The FIFA and the Cricket are the medium through which the millions of people are connected to the advertising. The advertising shown at the time of India and Australia match has a same effect as the advertising shown during FIFA. In India cricket is much liked as compared to other sports so it is to be used for promotion. (Ford fiestaMOM, Nike, etc.) 5.Brand ambassador:Shahrukh, Amitabh, Aishwarya, Aamir, Sachin, Dravid, Sania, Dhoni and John are the brand ambassadors who are popular and make the product sale through their advertising. The personality other than this had not make good effect on their own. The survey by TAM Media says that this above mentioned personality has a good effect not only on men but also on women and kids. In the Promo Survey

2006, which analysed buying behaviour, said 52% of respondents or consumers think that celebrities make brands popular. 40% changed their buying behaviour based on the celebrity endorsement. 52% customers believe that a brand should always have a brand ambassador. 6. Innovation in advertising:- Advertising should also be published through innovative media like outdoor campaign, advertisings in the serials and show (Kit Kat), use of that product in a movie (VirudhCalcium Sandoz, Bournvita-Koi mil gaya, Motorola-Don, etc), streets play (Airtel), give advertising on the another product (rang de basanti printed on the coke bottles), advertise through SMS or Free Promos, neon, etc because it attract the target people at cheaper cost. 7. Different advertising for rural areas:-Rural people are more attentive towards the advertisings which are non-traditional. The word of mouth particularly by the main person in that particular area is one of the best methods in rural areas. Many company had use different strategies for expanding their market in rural (Mortein, Asian paints, Fevicol, Cadbury, etc) 8. Animation or icon:-Animation in advertisings has given a positive response to an advertising industry. Many advertising with an animation character or icon are known on the basis of animation character or icon (Eveready- billi chaap, Energizer-bunny, Scrat in Horlicks etc.) 9. Colour theme:- A particular colour should be used as a theme for the product so that whenever a person see that colour he get a click in his mind about the product feature (scooty - pink, bike-black fear, etc.). 10. Different advertisings for different regions:-The advertising shown in south and west should be with their culture and with rocking sound, whereas the advertising in north and east should be of soft theme. In south their local hero should be used and in north and west bollywood star should be used and in east tellywood star should be taken.

INFLUENCE OF FAMILY IN ADVERTISING The Indian family is changing in real and advertising settings. The patriarchal order is shifting: approval of elders is no longer priority. The emphasis now is on youth, and there is freedom from old family ties and rituals. The standard family advertising may have husband, wife, two children (always a boy and a girl) and usually the happy grandpa on a swing

alongside a prancing dog, things are changing. They seem nuclear family, more single women and men, and even within families, there are younger childless working couples. Now lets see how Advertising agency used the different people of family in the advertisings CHANGING ROLE OF WOMAN IN ADVERTISING There was a time when ladies in advertisings are being shown as a props and objects. Ladies were shown slaving over her husbands shirt, or cooking delicious food or soothing her childs forehead? They always showed as a good and so boring. But now ladies are used as assertive and arrogant. Importance of ladies in the advertisings is increasing day by day. Ladies are put in advertisings where they are not required at all like in the advertisings of shaving cream, mans clothes, gents watch, etc. but than also they are put because of change in the perception of the people. In fact in advertisings nowadays women are given more importance than man. Aishwarya giving it back to the guys, and in fact, whistling better than them. Chased out of a girls hostel for wanting to be fair and handsome. There are girls out there in marriage market who treat a man like a dog on a leash, her husband talk when she say talk and walk when she say to walk. So dont let it happen to you, do register at jeevansaathi.com. If she wins an innocent bet, she may go to the extent of getting the men to roll out endless papads, so be careful before shooting mouth off on some inconsequential detail about SBI. The Ariel husband obliged us by washing the sheet. The advertisings of prestige cooker with a punch line jo biwi se kare pyaar woh prestige ko kaise kare inkaar. At last it can be said that why should boys have all fun? 6.2 Kids rock the advertising world Kids had plays a great role in the advertising right from the Polio advertising on the Doordarshan. Kids with a cutesy cap on backwards with spiky hair cut are always there behind a creative advertising. Their naughty antics and lack of respectful interaction with the elders in the advertisings show their growing influence and changing role within the family circle. If parents tells the kids that buying a 1500Rs football is not just possible for a middleclass people than they tell to their family Nothing is Impossible. Complain about their dirty clothes they tell Daag Achche Hain. The Alpenlibe cream fills advertising has a child making people laugh by imitating his fathers antic in public. Holi or no holi, if they want Alpenlibe, they will go to any uncle and put out their hand. In the soap advertising lifebuoy they give us guidance how they are safe

in the dirt. They play hide and seek with Amitabh and shows that their clothes are whiter than him because of Rin. They show that at such age also they are saving their money in the piggy bank and for security they deposit it in the Bank of India. They can even throw our mobile if their photo is capture without permission. If he is sad then he might left out the house and then only Jalebi of Dhara oil can make him happy. They know how to tell their taste with the colour of wall. So dont treat these kids as a weak because they are now taller, sharper and stronger. 6.3 Mens role in advertising Men are getting more different role in the advertisings. The origin of men in Indian advertising was as a hardworking man with hardworking brand. Clad in his banyaan the Indian men ploughed the fields and then washed himself with his Lifebuoy soap and didnt about how he really look. Now, we often see a softer, metro-boy within the family fold. Now, Men are in a Lux bath tub with rose petals. There was a time when male was a dominant in an advertising. But now female has a more value in advertising. Only bollywood and cricket star are given a more important. Now, Male are used as a supplementary to female. But there are some advertisings in which men are compulsorily required, like bike, shaving cream, creams for men, matrimonial advertisings, etc. there importance in advertising is less as compare to ladies, but then also it can be said that without them the advertising is incomplete. Please dont ask any male any question, who knows when they will scold you and say Doobaara mat poochna.

ONLINE ADVERTISING Online advertising blazes a new trail. It is fast making deep inroads into Europe, where the growth was sluggish. Online advertising already account for some 40% of total advertising worldwide. They accounted for 56% of online advertising spending in Britain last year. Internets advertisings already make up abut 10% of British advertising spending. Lets see some creative online advertising by different company. Mr.Late Latif It is a human tendency to delay. And we Indians are habitual, no wonder, nothing happens in time. the Delhi monsoon doesnt come on time, Municipal Corporation gets into action after Mumbai is flooded, and many realizes the value of the life insurance when it is too late. So, Aviva Life Insurance thought why not warn people of the cost of postponing of crucial decision. To that end, Aviva Life Insurance has launched an internet adverting-gaming campaign-Mr. Late Latif, a character which help

people see wisdom in attending to matters on time. This campaign was designed not just to promote Aviva Life Insurance products but also to create awareness about the fact that the more an individual delays in buying life insurance, the higher the cost of buying it. The fact is people do tend to delay simple but important things such as paying a bill or buying a house, which result in paying an additional cost, and Mr Late Latif was born from this basic insight of delaying things. The interactive game has been devised by Contests2win.com and it looks close to a month to finally host the adver-game on the website. The game takes the surfer through many of Mr Late Latifs such postponement and the price he had to pay for it. Aviva had first launched a pilot of this promotion on Contest2win.com and got more than 30000 game-plays.

CREATIVITY IN ADVERTISING Creativity is seeing something new when you look at something old; it is all heart of civilization and is the driving force of revolution. David Ogilvy. It is an accepted fact that there should be an element of creativity in an advertisement. This creativity is something new, unique, extreme attractive and appealing to the consumers. In fact, advertising itself is advertisement creative process. It is the outcome of long term planning and hard work on the part of the copy writer or artist who prepares the final copy of the advertisement. This is natural as creative ideas do not come over night. They are required to be developed through systematic thinking process. 4.1 Facts of creativity in advertising Creative advertising needs to imaginative, intelligent, sharp, to the point and extremely catchy. It must motive people to purchase advertisement product. The message and appeal made should be able to make positive impact on the consumers. According to Albert Wesley, Creativity is the ability to develop new useful ideas that produce desired results. Creativity should focus the attention of the reader on the product and he must feel the urge to have that product for same benefit. This suggests that creative advertising should be able to create demand for the product when it is introduced for the first time.

Significance of creativity in advertising: In their attempt to win their customers, a number of Advertising campaign during 2001 failed to cash creativity in advertising. Every promotional campaign was offered gold. Some offered gold coins, while others offered kilos of gold. These campaigns were all running simultaneously. No matter what product the customer bought,

he would be sure of the gold offer. Such campaigns failed to generate brand loyalty. A good promotion is one that ensures repeated purchases by customers. Creativity makes advertisement popular among the consumers and motivates them to purchase advertisement specific product. The advertising message is received well by the target audience for followup action. Naturally, creative advertising facilities sales promotion.

4.2 Impact of Creative advertising:

creates desire and motivates consumers to purchase the product. strong points of the product and promotes its sale. Many products such as colour TV, Computers, Washing machine, etc. get popular support from consumers due to their advertising.

4.3 Process of creativity The creativity process has interested all people in the field of advertising. Creativity process depends on imagination of copywriters and artists. The raw material for creativity process is information. The creativity process must include factual information about the company, the product, competition and target audience. Fact-finding is the basis of creativity process.

Steps to be follow in Creativity process: 1. Define the Problem: Introduction of creativity in an advertisement should be treated as a problem which is to be solved by finding out good idea and its effective execution. For this, various alternative solutions are available. Such solutions may be:

o the brand name of the product.

2. Detailed study of the problem: Developing creative advertisement needs long period. For this, which of the alternative solutions is convenient should be studied constantly. After selecting one specific alternative, the whole attention should be concentrated on that alternative so as to develop advertisement new creative advertisement. Detailed study of the product, market environment, advertising by the competitors, etc. is required to be made in order to select one area in which creativity can be introduced effectively.

3. Verification of new idea: After deciding the manner in which creativity is to be introduced, the same idea should be given more attention for the verification of its use in the final advertisement. For this, various questions can be raised by the copy writer and artists to find out the effectiveness of the idea accepted for introducing creativity. It is also possible to prepare copy of the advertisement as per the new idea for collecting reactions from limited audience. This will gave a little wider exposure to the new idea and its verification will get better validity.

4. Concrete follow-up actions: Follow-up actions are rather easy to introduce once the idea to be used for raising creativity is finalized. This idea selected will be treated as the focus point and the follow-up actions will be taken using focus point of the base. The advertiser himself may decide the idea to be used for creativity purpose. He may hand over the idea to the advertising agency for follow-up actions. The entire responsibility of creativity in advertising may be given to an advertising agency which will develop new idea and take follow-up steps after consulting the advertiser.

Aspects of Creative strategy: 1. Advertising objective: Although the function of marketing is to sell, the purpose of advertising is to help the selling process through communication with prospective customers. Most advertisements inform as well as persuade. Some are designed to help established attitudes and buying behaviors.

Others try to reinforce or change existing shopping habits, brand images and usage patterns. The advertising objective expresses the desired positioning of the product or service advertised by describing the image the advertiser desired to communicate to consumers. 2. Target audience: It is importance to accurate description of the demographic and psychographic composition of target audience for whom the advertisement is being created. Quantitative data such as age, sex, marital status, occupation income, education, residence etc. must be supplemented by information about consumer attitude relating to advertised products, competitors as well as the type of creative claims being considered for the message. Similarly, information on media, shopping and buying habits and on product usage must also be gathered. 3. Creative promises: Next comes advertisement statement of the exact product value that the advertiser will communicate to potential consumers. The main creative message should centre on brand advantage to the target audience. 4. Supportive claim: In order to maintain credibility for his promise the advertiser must use factual information. No promise would be accepted or believed by the target audience unless it Spells out the specific gains consumers would get by purchasing the product service. 5. Creative style: Every copy must describe the mood of the forthcoming advertisement or commercial such as cheerful, dramatic or business like. Creative message give distinct personalities that are expressed through copy (printed or spoken words) and through graphics and aural effects (printed, visual, sound and music effects)

4.5 Foundation of creative ideas: 1. Imagination and experience: Although imagination is an inborn human quality, timely creative ideas are not easy to find. Copywriters and art personnels must be doers as well as thinkers. They must participate in life because their work demands heavy dependence on pas experiences. They must widely travel and interact with people of different social class. 2. Watch competitors: AD men must study their own as well as competitors products. They should examine the prospects (their wants and needs, likes and dislikes) and the competition (products and Advertisements) in detail. They should read and watch, listen and remember, analyze

and experiment until they find the right words to express the theme or idea. 3. Collection of facts : Creativity in advertising is based on systematic collections of facts. In creating, we associate known facts such as people, objects, issues and events with one another to develop unique relationship. No matter how original an advertising idea may be, it must help solve consumer problem if it is to be successful. So fact-gathering is the backbone of creative advertising. 4. Constraints and opportunities: Creativity people are constrained in their activities by the time and space limitations of the media in which advertisements can appear. On the other hand, they have many creative elements that can be brought together to finalize advertisement. It enables advertising men to look alternative media mix. Understanding constraints and opportunity for each of the major media is use as a source of getting ideas. Creativity in advertising is now going beyond the expectation of the viewers, in a positive manner, because of the huge competition in the advertising. The advertising agencies are trying their best to impress the viewers to create desire in the mind of consumer for the particular product. In the following chapter I will show, how creativity is done in the advertisings by the advertising agencies.