BSSS-Institute of Advanced Studies

Study/Reading Material

Course Name: Advertising Management

Course Code: FSM – 2 Batch: 2022-24

CEOs :1. To develop knowledge related to theoretical concepts & terminologies of

Advertising Management

2. To acquire an ability of understanding Advertising Management.

3. To device knowledge related to Advertising Management

4. To apply concepts of Advertising Management & its factors which

influence Consumers & Companies

5. To evaluate the business strategies from Advertising Management

perspectives.

COs: 1. Translate the conceptual knowledge of Advertising Management into

practical understanding.

2. Student will able to identify the Advertising Management concepts and

Market dynamics

3. To create an understanding of Advertising Management and its intricacies

4. Ability to implement the Advertising Management tools &frame-works in

practical scenario.

5. Ability to evaluate and develop decisions related to Advertising domain

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COURSE CONTENTS:

UNIT – 3

Introduction

Advertising is an art and a science that thrives on a delicate balance of various

key elements, working in harmony to craft persuasive messages and capture the ever-
elusive attention of consumers. These essential components include the message itself,
tailored to convey a brand's identity and value proposition; a deep understanding of
the target audience to ensure relevance and resonance; the choice of media channels,
which determine the ad's reach and impact; compelling visuals and engaging copy
that convey the message in a captivating manner; design and layout considerations
that influence visual appeal and comprehension; branding elements that establish
brand recognition and trust; an effective call to action, guiding consumers toward
specific behaviors; and the astute allocation of budget resources for optimal campaign
reach and impact. By mastering these advertising elements, marketers can create
campaigns that not only inform but also influence, leaving a lasting impression on
their intended audience.

Advertising Elements

Advertising is a multifaceted discipline that employs various elements to create

persuasive and engaging marketing campaigns. These elements work together to
convey a message, capture the audience's attention, and influence consumer behavior.
Here's a closer look at the fundamental advertising elements:

Message:

An advertising message is an underlying idea or point that an advertiser wishes

to convey to its target audience. Its purpose is to persuade individuals to take the
desired action like making a purchase, signing up for a service, making a reservation,
booking a hotel, etc. An advertising message is a text, visual, auditory, or video
information or idea that an advertiser or brand communicates through an advertising
campaign with the target customers to persuade them to perform the desired action.
Message advertising can be based upon content, slogan, taglines, catchphrase,
graphics, etc to do the storytelling of advertising campaigns and make an emotional
appeal to persuade a target consumer.

An ad message serves as a link between your company and its customers and
prospects. Brands can establish trusting and long-lasting relationships with their
audience via advertising messages. It communicates the right idea to the right people
at the right moment.

Creating a compelling message for advertisements adds substantial advantages

for the brands. Here are few reasons why advertising message is essential:

• Raise brand awareness

• Keep the Customer engaging
• Convert Leads to Sales
• To understand target audience
• Increase revenue

Components of Advertising Message

Ad advertising message can be comprised of various components. They are

Copy:

The written content of the advertisement, encompassing headlines, taglines,

body text, and calls to action. Effective copywriting is essential for conveying the
message, persuading the audience, and driving specific actions. Copy can be classified
into two types

• Display copy
• Body copy
Heading:

It is the initial advertisement piece that a user notices at the top. As a result, it
should be both appealing and instructive. The headline itself conveys the message and
idea. So, the marketers strive to develop a headline that sells. It delivers a promise, a
piece of breaking news, a command, or a query. It should be short, sweet, and
unambiguous to entice people to continue reading.

Sub-Heading:

Advertisers sometimes overlook this factor, yet it is powerful. Sub headlines

support your headline. It is positioned beneath it, making it tough to miss. A sub-
headline can be the solution to a query in your headline. These two aspects are a
fantastic match for each other. A sub-headline can be up to a sentence long, longer
than a headline.
Visuals:

Visual elements are used to capture the audience's attention and support the
message. These can include images, graphics, videos, and other visual content. Visuals
are instrumental in creating a strong first impression and conveying information
quickly.

Call to Action (CTA):

A prompt or request that encourages the audience to take a specific action, such
as making a purchase, signing up for a newsletter, subscribing, or visiting a website.
The CTA is a critical element for conversion.

Layout and Design:

The overall structure and arrangement of visual and text elements in the
advertisement. Design choices impact the ad's visual appeal, readability, and
effectiveness in conveying the message.

Jingle:

A jingle is defined as a short song or slogan that's used mostly for advertising.
It's a way to quickly call to mind a product, service, or company.

Target Audience:

Understanding the target audience is crucial in advertising. This element

defines the specific group of people the ad aims to reach and influence. Tailoring the
message and choosing the right media channels depends on a deep understanding of
the target audience's demographics, interests, and behaviors.

Media:

The channels and platforms through which the advertisement is delivered.

Media options include television, radio, print (newspapers and magazines), digital
(websites, social media, email), outdoor (billboards, signage), and direct mail. The
choice of media depends on the target audience and campaign objectives.

Appeal:

Advertising appeals are different techniques and strategies that are used to
attract customers. Usually, advertising appeals provide evidence or provoke an
emotional response that helps to convince the target audience to buy a certain product
or service. Marketing experts group them into different categories but the most
common appeals are emotions, logic, and popularity.

Types of Appeals

• Rational appeal (Rational appeal in marketing is a type of persuasion

that appeals to the consumer's logic and reason. It uses facts, figures, and
statistics to convince the consumer that a product or service is the best
choice for them.)
• Emotional appeal (Emotional appeal, on the other hand, appeals to the
consumer's emotions and feelings. It uses images, music, and stories to
create a connection with the consumer and persuade them to buy the
product or service.)

Advertising Campaign

An advertising campaign is a set of advertisements that work together to

promote a product or service. An ad campaign is designed around a specific and
unique theme to create brand awareness about the company’s product or service.

Marketers use advertising campaigns to reach their potential customers. An

advertising campaign can be a series of different individual ads or the same ad across
mediums used to create awareness and interest in a product or service. This is
achieved through different forms of media, including radio, television, print, direct
mail, or the Internet.

Ad campaigns help drive the reason for a brand’s existence and showcase why
consumers should take their product or service seriously. From a more objective
standpoint, advertisement campaigns are important because:

• Advertisements help promote your service, find new clients, and

expand your reach;
• Ad campaigns push the unique idea behind your brand on multiple
platforms for an extended period;
• Ad promotions can help you build your company around core values
like humility, class, and humour.

Example: Share a Coke Campaign

Types of Advertising Campaigns

• Online advertising and digital marketing: One of the most popular advertising
channels today is online advertising. Today, the vast majority of people use the
internet when they are looking for products and services they offer, so you need
to make sure you have a strong online presence if you want to maximize your
revenue. For example, you may want to use social media, taking advantage of
Instagram ads and Facebook ad campaigns to get your product in front of as
many people as possible. Then, you may want to combine social media
advertising with a strong eCommerce presence if you want to increase online
sales.
• Broadcast advertising and video marketing: You might also want to explore
broadcast advertising. This is an older marketing strategy, but it can still be
effective in certain situations. For example, you may want to use TV
commercials and radio spots to let people know about the products and
services you offer. You need to do some research regarding your target market.
Then, if you feel like you can get your product in front of your target market
through broadcasting channels, this could be an effective advertising
campaign.
• Print advertising: Print advertising can also be helpful in some situations. If
you take out advertisements in black and white, you are using print
advertising. For example, you may purchase a magazine advertisement, or you
may take out some advertisements in the local paper. You might even want to
use direct mail marketing. This can be an effective advertising campaign
because there is something permanent about printing your advertisement on a
piece of mail. With a digital advertisement, as soon as it leaves the screen, the
 effect is gone; however, with a single print ad, it may be spotted by many
people, which can help you increase your reach.
• Holiday marketing efforts: You may want to run a special campaign during the
holiday season. For example, you may want to provide a special discount
during the holidays, or you may want to generate some advertisements that
have a holiday theme to them. Everyone is thinking about the holidays during
the fall and winter, so this could be an opportunity for you to expand your
reach.
• Product launch ad campaign: If you are introducing a new product for the first
time, you need to coordinate your product launch efforts closely. You need to
reach your market as quickly as possible, and you need to convince casual
people to learn more about the products you offer. To run a successful product
launch campaign, you need to focus on the needs of your target market, define
the demographics of your target market, build a strong list, and figure out how
you can structure your campaign to make an impact on your target market.
You need to get your product out there before your competitors try to tamp
you down, so speed is important.

Advertising Budget

An advertising budget is an amount set aside by a company planned for the

promotion of its goods and services. Promotional activities include conducting a
market survey, getting advertisement creatives made and printed, promotion by way
of print media, digital media, and social media, running ad campaigns

Process of Creating Advertising Budget

The following steps are followed to set up this budget –

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

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

Factors Affecting Advertising Budget

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

Annexures:

Reference Books

• Batra, R., Myers, J. G., & Aaker, D. A. (2006). Advertising management.

Pearson.
• Tyagi, C. L., & Kumar, A. (2004). Advertising management. Atlantic
Publishers & Dist.
• Rosenbaum-Elliott, R. (2020). Strategic advertising management. Oxford
University Press.

Case study Links

• Batra, R., Myers, J. G., & Aaker, D. A. (2006). Advertising management.

Pearson.

Video & Other links

• https://www.youtube.com/watch?v=2EQXMcmZc3o&ab_channel=Marketing91
• https://www.youtube.com/watch?v=YaHhBJeocGU&ab_channel=SakshiVerma

Sample Questions:
• What are the key elements of an effective advertising message?
• How can you write a clear and concise advertising message that will
resonate with your target audience?
• What are the benefits of using jingles in advertising?
• How can you measure the effectiveness of your advertising budget?
• How can you use rational and emotional appeals together to create a more
effective advertising message?