CU-BBA -SEM III-Advertising Management- Second Draft

BACHELOR OF BUSINESS MANAGEMENT ADVERTISING MANAGEMENT BBA201

CHANDIGARH UNIVERSITY Institute of Distance and Online Learning Course Development Committee Prof. (Dr.) R.S.Bawa Pro Chancellor, Chandigarh University, Gharuan, Punjab Advisors Prof. (Dr.) Bharat Bhushan, Director – IGNOU Prof. (Dr.) Majulika Srivastava, Director – CIQA, IGNOU Programme Coordinators & Editing Team Master of Business Administration (MBA) Bachelor of Business Administration (BBA) Coordinator – Dr. Rupali Arora Coordinator – Dr. Simran Jewandah Master of Computer Applications (MCA) Bachelor of Computer Applications (BCA) Coordinator – Dr. Raju Kumar Coordinator – Dr. Manisha Malhotra Master of Commerce (M.Com.) Bachelor of Commerce (B.Com.) Coordinator – Dr. Aman Jindal Coordinator – Dr. Minakshi Garg Master of Arts (Psychology) Bachelor of Science (Travel &TourismManagement) Coordinator – Dr. Samerjeet Kaur Coordinator – Dr. Shikha Sharma Master of Arts (English) Bachelor of Arts (General) Coordinator – Dr. Ashita Chadha Coordinator – Ms. Neeraj Gohlan Academic and Administrative Management Prof. (Dr.) R. M. Bhagat Prof. (Dr.) S.S. Sehgal Executive Director – Sciences Registrar Prof. (Dr.) Manaswini Acharya Prof. (Dr.) Gurpreet Singh Executive Director – Liberal Arts Director – IDOL © No part of this publication should be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording and/or otherwise without the prior written permission of the authors and the publisher. SLM SPECIALLY PREPARED FOR CU IDOL STUDENTS Printed and Published by: TeamLease EdtechLimited www.teamleaseedtech.com CONTACT NO:01133002345 For: CHANDIGARH UNIVERSITY 2 Institute of Distance and Online Learning CU IDOL SELF LEARNING MATERIAL (SLM)

First Published in 2021 All rights reserved. No Part of this book may be reproduced or transmitted, in any form or by any means, without permission in writing from Chandigarh University. Any person who does any unauthorized act in relation to this book may be liable to criminal prosecution and civil claims for damages. This book is meant for educational and learning purpose. The authors of the book has/have taken all reasonable care to ensure that the contents of the book do not violate any existing copyright or other intellectual property rights of any person in any manner whatsoever. In the event the Authors has/ have been unable to track any source and if any copyright has been inadvertently infringed, please notify the publisher in writing for corrective action. 3 CU IDOL SELF LEARNING MATERIAL (SLM)

CONTENTS UNIT 1: Advertising ............................................................................................................. 5 UNIT 2: Advertising role in the marketing process.............................................................. 17 UNIT 3: Integrated marketing communication .................................................................... 37 UNIT 4: Advertising agency ............................................................................................... 61 UNIT 5: Market research .................................................................................................... 76 UNIT 6: Advertising agency ............................................................................................... 92 UNIT 7: Ad creation ......................................................................................................... 112 UNIT 8: Determination of target audience......................................................................... 132 UNIT 9: Consumer behaviour ........................................................................................... 148 UNIT 10: Building of advertising programme ................................................................... 164 UNIT 11: Advertising campaign planning ......................................................................... 205 4 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT 1: ADVERTISING Structure 1.0 Learning Objectives 1.1 Introduction 1.2 Meaning & Definition 1.3 Objectives of Advertising 1.4 Nature of Advertising 1.5 Scope of Advertising 1.6 Importance of Advertising 1.7 Features of Advertising 1.8 Role of Advertising in Economic and Social Development 1.9 Process of Advertising 1.10 Differences between Advertising and Sales Promotion 1.11 Summary 1.12 Keywords 1.13 Learning Activity 1.14 Unit End Questions 1.15 References 1.0 LEARNING OBJECTIVES After studying this unit, students will be able to:  Explain the objectives of advertising  Discuss the nature and scope of advertising  Explain the importance of advertising  Describe the features and various types of advertising  Identify the role of advertising in economic and social development  Discuss the process of advertising 5 CU IDOL SELF LEARNING MATERIAL (SLM)

1.1 INTRODUCTION Advertising is a form of marketing communication used to advertise, sell, or publicise a product or service. When a marketer or a corporation develops a product to meet market demand after conducting thorough market research, it is necessary to make contact with the target market in order to sell the product. Furthermore, it must be a mass touch in order for the commodity to receive full exposure to a large number of people. Mass communication is the most effective way to meet the general public. Advertising is one of these forms of mass communication, as are other forms of publicity, sales promotion, and public relations, which may or may not use mass communication. Advertising is a critical and vital part of every business; it assists in the delivery of company information to current and future customers. Customers can learn about the company's product, its quality, features, price, use, promotional offers, and so on, thanks to the advertising. Advertisement is the most visible form of all advertising activities, and it has a direct impact on the target consumers' minds. Both buyers and sellers profit from it. It is, however, more important for sellers, as it is an essential tool for reaching target consumers in this new era of large-scale development and intense competition in a massive, remote, and diverse market. Personal selling, product promotion, and direct marketing are all examples of promotional practises that are accompanied by advertisements. Without advertising, sales promotional efforts would not hit the masses in a timely manner, making them unsuccessful for manufacturers. 1.2 MEANING & DEFINITION The word “advertise” comes from the Latin word \"advertere” meaning to turn toward\" or “to pay attention”. Advertising is a type of paid promotion that is impersonal and aimed at the general public. It is a communication mechanism that is used to convince or manipulate a particular group of people to take a desired action within a specific time frame. “Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor”- Philip Kotler. “Advertising consists of all the activities involved in presenting to a group, a non-personal, oral or visual, openly sponsored message regarding disseminated information through one or more media and is paid for by an identified sponsor.\"- According to William J. Stanton. “Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor\"- American Marketing Association (AMA). 6 CU IDOL SELF LEARNING MATERIAL (SLM)

1.3 OBJECTIVES OF ADVERTISING The following are the advertising objectives: Brand building Advertising aids in the creation and promotion of a brand in a market that already exists. It also helps in the brand's expansion into new markets. You may also use audio-visual commercials to alert and strengthen the brand message in the minds of your target customers. Creation of demand One of the primary goals of advertising is to convince consumers to purchase and use a specific product. As a result, advertisement helps to raise brand awareness and demand. In addition, when it comes to promoting the introduction of a new product or service, advertisement is the best choice. Effective and persuasive ads not only aid in the creation of a brand identity, but also encourage buyers of competing brands to turn to a new one. Informing Customers about a Product, Company or Service Advertising is a powerful tool for communicating information about a product, business, or service. Companies may use advertisements to highlight attributes, strengths, or special characteristics of their product or service. Promoting a Particular Feature Advertising can also help businesses achieve specific business goals. By making a specific commercial for the same, you can achieve more positive consumer perceptions, beat negative promotion, increase your customer base, create comparison in the minds of your consumers, and various other specific objectives. Achieve sales and profit goals Advertisements help to raise brand awareness and increase demand for a product or service. Increased demand leads to increased revenue, and thus a company's profit targets are met with the aid of advertisements. 1.4 NATURE OF ADVERTISING The different meanings of advertisement show the essence of advertising as follows: Communication: The primary aim of ads is to connect with the target audience, which includes both current and potential clients, as well as the general public. This is accomplished by effectively disseminating information in the form of messages to the target audience via various mediums. Paid form of communication: Advertisers buy space and time in different advertising mediums such as newspapers, magazines, television, and Internet portals to distribute 7 CU IDOL SELF LEARNING MATERIAL (SLM)

information to potential consumers. Non-personal form of information: Since there is no direct face-to-face communication between the advertiser and the target user, there is no personal contact. It supports the work of a personal seller by raising awareness among potential customers. It is not intended for a particular person, but rather for anyone. Identified sponsor: In modern times, the advertising is not made by a single entity or department within the same organisation that produces the product or service for sale. The term \"sponsor\" refers to a corporation that makes an advertisement for an identifiable person or a company that pays for the advertisement. When a product is affiliated with a reputable business, it receives a strong market. It also lends credibility to a commercial. Objective of promotion: The commercial is created with the goal of promoting innovations, products, and/or services. One or more mediums: For the same advertising, one or more mediums may be used at the same time. It can appear in print media such as books, brochures, newspapers, and magazines at the same time; it can also be broadcast on television, radio, and other advertising instruments. As a consequence, it can take the form of images or spoken words. Variety to consumers: Consumers have a wide variety of items from which to choose and make an educated decision thanks to advertising. It broadens the consumer base's understanding of the different products available in a given product line. Increase in sales and profitability: Advertising reaches a large number of people at a low cost to the manufacturer, resulting in higher sales and profits for the seller. 1.5 SCOPE OF ADVERTISING Owing to increased competition from both domestic and foreign vendors, the reach of ads has changed significantly over the last decade. Items are introduced at a rapid pace in the age of technology, and delivering information to consumers at such a rapid pace has increased the value of ads even further. Introducing new products: Advertising enables businesses to quickly and easily promote themselves and their products to potential consumers. People have more faith in companies that advertise their goods because it increases the firm's credibility in the eyes of the public. Increase Demand for products: It aids in increasing demand for established goods in current markets as well as attracting new markets. It also aids in the acquisition of new customers in global markets. Competition: Assists businesses in fending off competition from both domestic and foreign firms. Firms' continuous creative ads aids in holding the product in the minds of consumers 8 CU IDOL SELF LEARNING MATERIAL (SLM)

and increasing product sales. Economies of Scale: Heavy advertising raises product demand, which contributes to large- scale production and lowers per-unit production costs. This allows the company to benefit from economies of scale. Good public image: Advertising helps an organisation to develop a positive brand image by communicating its successes through ads. This alleviates people's anxiety and improves the firm's goodwill and reputation in the market. Increase standard of living: Advertising raises people's awareness of the range and quality of products available on the market, thus raising their standard of living. Research and Development: Advertising forces a company to invest in product research and development in order to deliver higher quality products to customers. Research aids in the continuous differentiation of a company's products from those of other manufacturers, as well as in the battle against competition. Educates People: It informs people about new products on the market as well as the different applications of current products. It aids in broadening people's understanding of a product's usefulness. Advertising has aided in the adoption of environmentally friendly habits and the abandonment of old ones. As a result, it contributes to raising people's living standards. Develops the Society: Advertisements bring about social and cultural transformation, assisting society in rejuvenating itself and adopting new standards and ways of thought. Sustains Press and Media: Advertising is a significant source of income for the press and media. Advertisements appear in daily newspapers and magazines, bringing in money for the publishing house and allowing consumers to purchase the newspaper and magazines at a lower cost. It also creates income for television networks by broadcasting commercials before, during, and after shows. 1.6 IMPORTANCE OF ADVERTISING In today's competitive world, advertising is extremely relevant. Advertising has become a requirement for everyone in today's world, whether they are the manufacturer, the trader, or the consumer. Advertising plays a crucial role. Let's take a look at why and how advertising is important: 1. Product Launch – The primary goal of advertising is to promote a product. As a result, advertising is critical, especially for a new product that must be introduced to the market. Advertising aids in the dissemination of awareness about the introduction of a new product. 9 CU IDOL SELF LEARNING MATERIAL (SLM)

2. Retain the existing customers – It is important that customers continue to track, purchase, and use your brand. And this is where ads comes in handy once more! It keeps reminding customers about the brand, thereby assisting in customer retention and sales development. 3. Brand Promotion – If a company wishes to remain in business, it must promote itself. This is accomplished by advertisement that promotes a product, organisation, or service. When a brand is formed through ads, it becomes a guarantee of quality, and consumers begin to expect certain things from it. Then comes the stage where advertisement begins to serve as a reminder. It serves to alert and persuade consumers that their preferred brand is still around. 4. Educates people – Advertising isn't just about promotion! It also educates people and raises public awareness on a variety of issues. Many social problems, such as female foeticide, child labour, and child neglect, are often brought up by effective advertising. As a consequence, advertisement assists in the education and understanding of the public. 5. Comparison – Consumers will compare different goods when they are exposed to advertisements. Customers can choose from a variety of products based on attributes, characteristics, or requirements defined in ads. 1.7 FEATURES OF ADVERTISING Advertising has the following characteristics: Payment of money Paying money for ads is one of the characteristics of advertising. Advertisements appear in newspapers, magazines, television, and movie theatres because the advertiser has paid for the right to connect with potential customers. Advertising activities must be paid for by the adviser. It is not a free service. Non-personal There is no face-to-face or direct communication with consumers in ads. It's for this reason that it's referred to as \"non-personal salesmanship.\" It is a method of presenting goods and spreading concepts that is not personal. It makes the job of salespeople easier by raising awareness among potential customers. Promote products and services Good and service marketing is aided by advertising. It is aimed at growing the selling of a business unit's goods and services. For the promotion of products and services, advertising is important. Identified sponsor 10 CU IDOL SELF LEARNING MATERIAL (SLM)

The sources of the opinions and ideas presented in the advertising should be disclosed or identified. It should specify the sponsor and the location of the commercial. In the advertisement process, it is critical to identify the particular sponsor. 1.8 ROLE OF ADVERTISING IN ECONOMIC AND SOCIAL DEVELOPMENT Advertising covers the majority of the bills in the mass communication system, which is a unique feature. Knowledge and persuasion are also present in all advertisements. It has a lot of clout in the media industry. The classified ads in the daily newspaper are almost entirely made up of details. Their primary goal is to inform readers about the availability of a commodity by stating where, where, and how much it costs. If the listener needs it or they don't. Really, advertising is all around us, and it's all about persuasion. It covers the majority of the expenses. It accounts for about two-thirds of print-media revenue and almost all of electronic-media revenue (Television and Radio). It contains both marketing and communication components. Advertising is a message business that shapes the content and service of the mass media to a large extent. It has a major influence on our mainstream culture because it influences and represents our personal tastes. It is typically the first to represent social developments and is one step ahead of other elements in our society. In today's world, the average adult is subjected to an untold amount of commercials every day. Advertising plays the following two large roles in a country's socioeconomic landscape:  Economic roles  Social roles Economic Role of Advertising  Advertising serves an economic purpose for the advertiser, influences audience economic decisions, and is an integral part of the entire economic system.  By assisting in the introduction of new products to consumers, advertising stimulates demand, educates consumers about new products, strategies, programmes, services, and organisations, increases competition, and improves the standard of living.  Advertising stimulates the economy by assisting in the quicker and more profitable introduction of new goods to consumers, as well as assisting in the faster attainment of economies of scale and the removal of commodity monopolies. Social Role of Advertising  Advertisement represents culture, and advertising reflects society. On a social level, advertising is influenced by, benefits from, and adds to a country's social fabric. 11 CU IDOL SELF LEARNING MATERIAL (SLM)

 Advertising leads to or promotes a number of societal shifts. A few popular social advertising initiatives include adult education, family planning, and a pulse polio initiative. It produces role models capable of bringing about social change.  Advertising is an effective source of product quality, new content or merchandise, new technologies, and cost information.  Brand identity lowers distribution prices, promotes competitiveness, and improves product quality.  It promotes the independence of the media from the government, political parties, and other special interest groups. 1.9 PROCESS OF ADVERTISING The measures that must be taken for the creation and execution of ads are as follows: 1. Briefing - The advertisement process begins with briefing, which is a document that confirms the client and advertising agency's understanding of what product to advertise, the advertising goal, the marketing campaign's timeframe, audience targeting techniques, and the overall estimated expense. 2. Market Research - After the briefing, market research will be carried out. Comparing an advertiser's product or service to a competitor's product or service, consumers' perceptions of their brand in relation to their rivals, competitor advertisement analysis, and customer reaction to competitor advertising are all examples of research. 3. Identify Target Audience - The next move is to determine your target audience. The advertising firm will classify the target audience using market analysis. 4. Media Selection - The advertising agency or media agency can use the research to determine which media should be used to reach the target audience in the most cost- effective manner. 5. Ad Designing & Ad Creation - At this point, the advertising agency's creative team will translate the advertising message into words and images. The copywriter will write the promotional copy, while the art director will put the copywriter's message into visual form. Outside production firms may be hired by the advertising agency to film or tape the commercial. 6. Decide Place & Time - This step specifies where and when the commercial will be shown. The advertising agency's traffic department will ensure that the advertisements are ready on time and that all necessary legal approvals have been issued. 7. Execution - At long last, the commercial will be put into action. 12 CU IDOL SELF LEARNING MATERIAL (SLM)

8. Performance Check - After the commercial has been broadcast, the advertising agency can assess its effectiveness. 1.10 DIFFERENCES BETWEEN ADVERTISING AND SALES PROMOTION The most important distinctions between advertising and sales promotion are as follows: Advertising Sales Promotion The purchaser is given a justification to The purchasing of a commodity is purchase. compensated with a bonus. The aim is to increase brand loyalty. The aim is to break down a competitor's brand loyalty. The aim is to draw the most discerning The aim is to attract not only customers, but customers. also manufacturers, wholesalers, and salespeople. In the long run, successful In the short term, it works Heavy advertising enhances the product's Heavy promotional marketing causes the brand value and gives it a higher perceived product to be associated with a brand image of quality. being low-cost and low-quality. Messages distributed through different For consumer security, trade promotion, and means of media are referred to as ads. salesforce promotion, a variety of rewards are available. 1.11 SUMMARY  Advertising is a type of paid promotion that is impersonal and aimed at the general public.  Advertising is a powerful tool for communicating information about a product, business, or service.  Consumers will compare different goods when they are exposed to advertisements.  Brand identity lowers distribution prices, promotes competitiveness, and improves product quality.  Advertising covers the majority of the bills in the mass communication system, which is a unique feature 13 CU IDOL SELF LEARNING MATERIAL (SLM)

1.12 KEYWORDS  Advertising: is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor  Brand building: Advertising aids in the creation and promotion of a brand in a market that already exists.  Competition: Assists businesses in fending off competition from both domestic and foreign firms.  Advertisement: represents culture, and advertising reflects society  Media Selection - The advertising agency or media agency can use the research to determine which media should be used to reach the target audience in the most cost- effective manner . 1.13 LEARNING ACTIVITY Discuss the steps involved in the purchase decision of a Smart TV. Also mention a few advertisements that influenced you. ___________________________________________________________________________ ___________________________________________________________________________ ___________________________. 1.14 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. State the meaning of advertising 2. Define Advertising. 3. Explain the objectives of advertising 4. Discuss the importance of advertising 5. Identify the features of advertising Long Questions 1. Explain the objectives of advertising. 2. Discuss the nature and scope of advertising in detail 3. Discuss the economics aspects of advertising 4. Explain the social aspects of advertising in detail 14 CU IDOL SELF LEARNING MATERIAL (SLM)

5. Classify the types of advertising with suitable chart. 6. Compare advertising and sales promotion B. Multiple choice Questions 1. To introduce the new products to world of consumers is the main goal of_________ a. Entertainment b. Advertising c. Boost the sales d. Online marketing 2. Advertisement through radio was very popular till the middle of last century because of ________ a. Its effectiveness b. More popular than newspaper c. Mass reach d. Cost of advertisement 3. Advertising creates employment as it increases the volume of sales and__________ a. Production b. Marketing c. Promotion d. Personal selling 4. Advertising for _______ is not allowed a. Liquor b. Cigarette c. Cold cream d. Both a and c 5. The best advertisement is_________ a. By emails b. Print media c. Television d. A satisfied customer 15 CU IDOL SELF LEARNING MATERIAL (SLM)

Answers 1. (b) 2. (c) 3. (a) 4. (d) 5. (d) 1.15 REFERENCES Reference Books:  R1 S. A. Chunawalla, Advertising: An Introduction Text, Himalayan Publishing House, New Delhi.  R2 Belch, G. E. & Belch, M. A, Advertising and Promotion: An integrated marketing communications perspective, 9th Edition, Tata McGraw Hill, Noida. Textbooks:  T1 Wells W., Burnet J. and Moriarty, S. Advertising: Principles & Practice, Pearson Education Ltd, United Kingdom.  T2 S.A. Chunawalla, KC Sethia, Foundations of Advertising, Himalayan Publishing House, New Delhi. 16 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT 2: ADVERTISING ROLE IN THE MARKETING PROCESS Structure 2.0 Learning Objectives 2.1 Introduction 2.2 Legal,Ethical and Social aspects of Advertising 2.3 Functions of Advertising 2.4 Types of Advertising 2.5 Classifications of Advertising 2.6 Advertising Spiral 2.7 Role of Advertising within the Marketing Plan 2.8 Role of Advertising in promotion of a product 2.9 Planning framework of promotional strategy 2.10 Summary 2.11 Keywords 2.12 Learning Activity 2.13 Unit End Questions 2.14 References 2.0 LEARNING OBJECTIVES After studying this unit, students will be able to:  Discuss the legal, ethical and social aspects of advertising  Explain the functions of advertising  Describe about the types of advertising  Explain the advertising spiral  Explain the role of advertising within the marketing plan 17 CU IDOL SELF LEARNING MATERIAL (SLM)

2.1 INTRODUCTION The role of advertising in marketing dates back to the dawn of civilization. Though today's advertisement marketing is discussed and debated in business terms, its origins can be traced back to ancient civilizations when man transacted and communicated with others using symbols, signs, and material objects. Modern marketing is based on ideas that have been around for a long time. The concept of marketing was born from the first signs that man created to communicate with others. Marketing has evolved into a formal science of study; otherwise, marketing existed in the distant past. In the past, marketing was often used interchangeably with the art of sale. Even today, there is a lot of misunderstanding between marketing and sale among management students and practitioners when it comes to the two dominant modes of business and trade. This unit is an attempt to dispel any questions you might have about what marketing is and how marketing has progressed over time to become recognised as the modern marketing concept. You'll also learn the true meaning of consumer orientation, customer concentration, and other principles that help marketing outperform selling. 2.2 LEGAL ETHICAL AND SOCIAL ASPECTS OF ADVERTISING Legal Aspect of Advertising In the last few years, advertising in India has undergone a significant transformation. However, the government was forced to pass several laws to keep such ads in check, such as the promotion of a banned drug, the promotion of alcohol, the promotion of harmful chemicals such as cigarette tobacco, and so on, from Doordarshan and Prasar Bharti to modern television channels and newspapers. Let's take a look at the different laws that govern deceptive advertising:  The Press Council of India Act of 1978.  Cable Television Regulation Act of 1955 and Cable Television Amendment Act of 2006.  The ASCI (Advertisement Standard Council of India) was established in 1985. As a non-statutory tribunal, the Advertisement Standard Council of India was created. It developed a self-regulatory framework to introduce advertising ethics in India. The ASCI evaluates advertisements using its Code of Advertising Procedure, also known as the ASCI code. This Code refers to advertisements that are read, heard, or seen in India, even though they originate or are published outside of India, as long as they are addressed to Indian 18 CU IDOL SELF LEARNING MATERIAL (SLM)

consumers or are displayed to a significant number of Indian consumers. In India, there are several laws and acts governing advertisement legislation. Let's take a look at a few of them. The consumer protection Act, 1986 and advertising Consumers have the right to be told about the nature, quantity, efficacy, purity, norm, and price of products or services, as the case may be, under Section 6 of this Act, which protects them from unfair trade practises. The term \"unfair trade practise\" is specified in Section 2(r) of the Act, and it covers a broad range of false ads, including misrepresentations and false allures. And the Act can be used to seek remedies for unfair trade practises involving misleading ads. The cable television network Act, 1995 & the Cable Television Amendment Act, 2006 and advertising According to Section 6 of the Cable Television Networks (Regulations) Act, 1995, no individual shall send or transmit any advertising through a cable service unless the advertisement complies with the advertisement code established by the Cable Television Networks (Amendment) Rules, 2006. The preceding clause, however, does not refer to international satellite channel programmes that can be received without the use of any specialised equipment or decoder. Also, Rule 7 of the Cable Television Networks (Amendment) Rules, 2006 establishes a \"Advertising Code\" for cable channels, which was created to ensure that ads do not violate subscribers' morality, decency, or religious sensitivities. Restrictions on advertising under the Cigarettes and other Tobacco Products (Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply, and Distribution) Act, 2003 This Act's Section 5 bans all overt and indirect tobacco product advertising in all types of audio, video, and print media. Advertising regulations under Drug and Magic Remedies Act, 1954 & Drugs and Cosmetics Act, 1940 This Act aims to regulate the advertising of drugs under such circumstances, as well as prohibit the advertising of treatments claimed to have magical properties for specific reasons and the offering of them for problems related to them. Anyone who uses any documentation of a test or analysis given by the Central Drugs Laboratory or a government analyst is subject to a penalty under Section 29 of the Drugs and Cosmetics Act of 1940. The punishment for such a crime is a fine of up to 500 rupees and a term of imprisonment of up to ten years if convicted again. Ethical Aspect of Advertising 19 CU IDOL SELF LEARNING MATERIAL (SLM)

Advertising must adhere to certain moral standards and laws, and it must not disparage or disparage other goods or brands. It should emphasise the benefits of its own goods and be of high quality. It should not be obnoxious or in poor taste. It should avoid advertising practises that predict the sex of an unborn child and should avoid predicting the sex of an unborn child. Consumers should not be misled by advertising that is untruthful, deceptive, or misleading. Some companies advertise that their two-wheelers and four-wheelers can cover X number of kilometres per litre, when in fact, the kilometres covered are much less. Customers are misled by these advertisements; in some instances, marketers have made misleading statements or failed to offer prizes offered in sweepstakes or contests. Untruthful advertisement and promotion is a concern at the local level, as well as in niche markets like mail order, telemarketing, and other types of direct marketing. Advertising ethics must be given due consideration. Ethics encompasses a wide range of topics. These concerns range from the truthfulness and authenticity of statements to the manner in which the commercial is presented. Advertising of harmful items such as tobacco, alcohol, and other harmful materials must be treated with caution. A collection of rules and regulations should be established by the authorities, as well as the advertisers and agencies. It should uphold those standards and provide customer loyalty. Another problem is child-targeted advertisements. Children are subjected to adult advertising as well as non-child-oriented advertisements. The adult advertising could contain a lot of indecency and sex, which is potentially harmful to children. As a consequence, ads should. 1) Be truthful; the truth and important facts should be revealed. 2) Be substantiate with proofs, for example, Kapil Dev claims that \"Boost is the secret of my resources.\" 3) Don't compare yourself to others. 4) Have genuine and accurate assurances. 5) Be wary of making false statements. 6) Maintain a sense of taste and decency. Should stay away from defamatory and false advertising. Social Aspect of Advertising There are some advantages and disadvantages of ads on social media. The following are the details: Deception in Advertising The buyer-seller relationship is maintained if the buyers are pleased with what they saw in the advertisement and what they received after purchasing the product. If a seller advertises a product with a misleading or deceptive image and an inflated image, the relationship between 20 CU IDOL SELF LEARNING MATERIAL (SLM)

the seller and the buyer cannot be safe. These issues can be avoided if the seller maintains a clean ad and shows the correct picture of the product. The Subliminal Advertising The primary goal of these advertisements is to capture the attention of customers. The commercials are constructed in such a way that the customers are unaware that the advertising has had an effect on their minds, contributing to the purchasing of a product that they do not need. However, \"all advertisements do not always please all customers,\" since the majority of consumers purchase goods based on price and needs. Effect on Our Value System Advertisers use puffing tactics, celebrity endorsements, and emotional play to make advertisements so effective that customers purchase the goods like helpless prey. These advertisements lead poor people to purchase things they cannot afford, people to start unhealthy habits like smoking and alcohol, and people to buy products simply because their favourite celebrity endorses them. This results in a rise in the cost of living for the entire population as well as a loss of personal values. Offensiveness Some advertisements are so provocative that consumers will not tolerate them. Denim jeans commercials, for example, featured women wearing very little clothing and made a sex appeal. These commercials have little to do with the actual product. Then there are those commercials that are both educational and now widely recognised. Previously, advertisements for birth control pills were considered offensive, but now the same advertisements are considered educational and significant. 2.3 FUNCTIONS OF ADVERTISING In the modern age of large-scale development and fierce market competition, advertising has become an important marketing operation. It has the following capabilities: (i) Promotion of Sales: Advertising encourages people to purchase goods and services by educating and persuading them to do so. A successful advertisement campaign aids in the acquisition of consumers and the generation of revenue. (ii) Introduction of New Products: 21 CU IDOL SELF LEARNING MATERIAL (SLM)

The introduction of new goods to the market is aided by ads. Advertising allows a company to promote itself and its goods to the general public. Advertising allows for fast consumer exposure. (iii) Support to Production System: Advertisement makes large-scale production simpler. The company understands that with the aid of advertisements, it would be able to sell on a wide scale. By allowing for the efficient use of different factors of production, mass production would lower the cost of production per unit. (iv) Increasing Standard of Living: Advertising informs the public of goods and their applications. Advertising has assisted people in embracing new lifestyles and letting go of old habits. It has made a significant contribution to the improvement of society's quality of living. (v) Public Image: Advertisement improves the advertiser's credibility. Advertising allows a company to convey its accomplishments and efforts to meet the needs of its clients to the general public. This improves the firm's goodwill and reputation. (vi) Support to Media: Advertising keeps the news alive. Advertisement is a significant source of income for newspaper and magazine publishers, as well as television show producers. 2.4 TYPES OF ADVERTISING The different forms of advertising are listed further down: 22 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure: 2.1 Types of Advertising Print Advertising For a long time, print media has been used for advertisements. Newspapers and magazines are widely used forms of advertisement for a variety of businesses all over the world. Companies may also use print media to advertise their items, such as brochures and fliers. Advertising space is marketed by newspapers and magazines, and the price is determined by a variety of factors. The cost of an advertisement is determined by the amount of space, the number of pages in the publication, and the type of paper used. As a result, advertisements on the front page will be more expensive than advertising on the inside pages. Advertising in the glossy supplement of the magazine is often more costly than advertising in a low-quality paper. Broadcast Advertising This form of marketing is extremely successful all over the world. It consists of advertisements on television, radio, and the Internet. Television commercials have a wide audience and are very common. The cost of an advertisement is determined by the length of the advertisement and the period during which it will appear. Prime time ads, for example, will be more expensive than daily ads. While radio advertisement is no longer as common as it once was due to the advent of television and the Internet, it still has a dedicated audience. Radio jingles are common in some parts of society and assist in product sales. Outdoor Advertising Outdoor advertisement employs a variety of techniques to capture the interest of potential customers. Billboards, kiosks, meetings, and tradeshows are all powerful ways to get the company's message across. Billboards can be seen all over the area, but the material must be such that it draws the customer's attention. Kiosks are convenient places to sell goods and provide information to the public. Organizing activities such as trade shows and exhibits to 23 CU IDOL SELF LEARNING MATERIAL (SLM)

promote a product or service is often a form of advertising. As a result, outdoor advertising is a powerful marketing tool. Covert Advertising This is a one-of-a-kind type of advertisement in which a product or message is subtly incorporated into a film or television series. There is no direct advertising in the film, just a mention of the product. In the film Minority Report, Tom Cruise, for example, used a Nokia phone. Public Service Advertising As the title implies, such advertisement is for public good causes. There are a slew of important issues, such as AIDS, political integrity, energy conservation, illiteracy, hunger, and so on, that need increased public awareness. This type of advertising has grown in popularity in recent years and is an effective means of communicating a message. 2.5 CLASSIFICATION OF ADVERTISING Companies may use many different forms of advertisement classifications. Let's take a closer look at them. It is divided into nine categories. Product advertising Advertisement is commonly used to produce primary demand for a product category rather than a particular brand. It is a common misconception that product ads must emphasise the brand name. This is focused on the belief that a positive picture will help product ads be more successful. In reality, however, most businesses are effective in establishing a product reputation by using brand names (e.g., Dettol, Horlicks). Brand advertising, in a nutshell, is when a business uses advertising to try to market its product or services. Institutional advertising These commercials aren't always aimed at customers. Instead, it is targeted at a wide range of general audiences (shareholders, creditors, etc.). It is not product-oriented, but rather aimed at enhancing the company's brand. Primary demand advertising Its aim is to boost initial demand for a new product or product category. It is extensively used during the product's launch stage of its life cycle. Selective or competitive advertising Advertising occurs and becomes selective as a product reaches the growth stage of its life cycle, and when competition begins. Advertising's aim in this case is to raise demand for a 24 CU IDOL SELF LEARNING MATERIAL (SLM)

particular product or service. Advertising can begin to emphasise subtle brand differences, with a strong focus on 'brand name recall.' As goods become more similar, pricing will become a main promotional tool. Comparative advertising In today's competitive market, this is a highly divisive development. Such advertisements have a significant impact on the comparative characteristics of two or more distinct brands in terms of product/service attributes. This approach is used when a product has reached maturity and similar goods are rapidly appearing on the market, creating stiff competition. Co-operative advertising Co-operative advertising occurs when manufacturers, wholesalers, and retailers collaborate to sponsor and share advertising costs. The names of all parties concerned are listed in such advertisements. Customers will benefit because they will be able to obtain the articles directly from approved sources. Commercial advertising It's also known as company promotion. As the name implies, this type of advertisement is solely intended to increase sales. Non-commercial advertising These are typically issued by charitable organisations in order to solicit both general and financial assistance (such as collection of donation or sale of tickets). Direct Action advertising Direct action advertising is described as advertising that emphasises and persuades immediate product purchase. To a large degree, direct mail ads will elicit immediate action. 2.6 ADVERTISING SPIRAL The advertisement process can be broken down into three distinct levels. The advertisement spiral is described by these stages. It's called a spiral because, in order to remain creative, corporations must continuously change their promotional strategies based on these three levels, creating an ongoing spiral as their company expands and evolves. Understanding this spiral will assist businesses in developing better ad campaigns and enhancing their overall advertising capabilities. Pioneering New types or new ways of communicating a marketing message are referred to as pioneering ads. The bulk of commercials follow a formula. You present the product, create a desire in the mind of the customer, and then show how the product can meet the need. The classic \"Head On\" advertisements, for example, were groundbreaking, despite being slightly 25 CU IDOL SELF LEARNING MATERIAL (SLM)

distracting. They took out everything from their commercial except for a person applying Head On to their forehead and repeating the word. It may have been special, but it was undeniably successful. Competitive Competitive advertising involves explaining how your product is superior to that of your rivals, as well as learning how they sell their products and improving on their processes. Car advertisements are an example of this form of advertisement. Toyota will say that their car is more fuel efficient than a Honda. This is a clear example of how competitive ads can be used to persuade a customer to take action. According to the observer \"So, I'd like to get better gas mileage. Maybe I should suggest a Toyota rather than a Honda.\" Retentive Advertisements that are designed to keep people's attention can also be referred to as reminder ads. When a buyer is already aware of the product being sold and does not need to be persuaded to purchase it, this type of advertisement can be used. They are aware of it and enjoy it, but they might have failed to purchase it recently. Cereal advertisements serve as excellent examples of this. We're all familiar with Cheerios and enjoy their taste. We see an advertisement on television and are reminded of how delicious they are, so we buy them the next time we go shopping. Advertising Basics and the Spiral You will see a brief description of how the spiral functions now that you understand it. To begin, you must create a new product or method of promoting an existing product. Then you tell customers how your product compares to the competition. Finally, you alert your potential customers that your product is still available. After you've completed all of these steps, you'll need to restart the process. This is a crucial part of understanding the fundamentals of advertising and effectively selling to customers. Critics applaud ads, but they also condemn it in their own special ways. Advertising has a lot of positive consequences as well as some negative ones. John O' Toole, the President of the American Association of Advertising Agencies, has characterised advertising as \"something different.\" It has nothing to do with research, but it does teach. It is not a news organisation, but it provides all available facts. And it isn't just a device that entertains people; it entertains all. 26 CU IDOL SELF LEARNING MATERIAL (SLM)

2.8 THE ROLE OF ADVERTISING WITHIN THE MARKETING PROGRAM Advertising strategy and decisions are made in the sense of a larger marketing strategy. Obviously, there are a number of marketing strategies that can be used to assist a company in achieving its marketing goals. It may enhance or expand its product or service. A distribution network can assist an enterprise in matching its production to its target market. Another element in marketing decisions is pricing policy. More comprehensive distribution, improved trading relationships, a lower price, or simply better product quality may be the most appropriate way to increase a brand's sales without resorting to marketing or advertisement. In addition to putting the campaign strategy in this larger context, the brand manager must ensure that the component parts of the marketing initiative function together in a cohesive, synergistic manner rather than at odds. When a company creates a prestige product at a premium price, for example, it's critical that the advertisement reinforces the concept of high quality and prestige. This can be accomplished by associating the product with well-known individuals, incidents, or circumstances. The customer or the trade could be the primary target of advertisement and sale efforts. In the first scenario, the goal would be to have consumer interest “pull” the product through the distribution channel; in the second, distributor margins would be prioritised, consumer ads would be reduced, and the goal would be to “push” the merchandise through the channel. The Role of Advertising within the Communications Mix It is not appropriate to assume that more money should be spent on ads until it has been decided that a key issue or opportunity for the company involves its contact with customers. Advertising is only one component of a company's overall marketing strategy; it can also engage with customers through its sales force, publicity or public relations, and various market and trade promotions. Advertising has a number of advantages and disadvantages. Unlike a sales call, which has a high cost. And, unlike sales calls, ads may use sophisticated visual and emotional techniques to enhance the message's persuasiveness. Having an order, on the other hand, allows salespeople to communicate more complicated information. As a result, direct marketing will be required to reach specific prospects with a more personalised message, provide them with comprehensive details, and motivate them to take action. This failure to really get the sale is well-known in ads. While the effects of ads on brand recognition and favourable perceptions toward the brand are well-documented, the effects on sales are more difficult to prove. After advertising has raised brand awareness, it is also beneficial to complement advertising with sales promotions, which are often more successful in getting customers to try the brand. Finally, advertising suffers from another flaw: it is generally regarded as biased. Many customers have a negative perception of advertising and are suspicious of its arguments. 27 CU IDOL SELF LEARNING MATERIAL (SLM)

As a result, an evaluation of the role that advertising is supposed to play as one part of a firm's communications mix and as one part of the overall marketing mix is an important part of the advertising planning and decision-making process. After gaining this insight, the brand manager must create a marketing and communications strategy through which the various elements work together to increase revenue for the brand. 2.9 ROLE OF ADVERTISING IN PROMOTION OF A PRODUCT 1. Awareness: Creating visibility of the product or service, such as the brand name and price, is one of the most critical functions of advertising. Highlighting the brand's distinctive features will help to raise awareness of the product or service. Due to today's fierce competition, it's no longer enough to raise awareness; top-of-mind awareness is needed. 2. Information: The aim of advertising is to educate the target audience about the product. Providing knowledge is intertwined with raising product awareness. Potential consumers must be informed about a product's features and applications. Product knowledge is essential, particularly when a new product is introduced to the market or when a product is changed. Consumers may benefit from accurate product information when making purchasing decisions. 3. Persuasion: When businesses sell similar goods, they must not only educate consumers about the availability of the product, but also convince them to purchase it. Marketers attempt to persuade consumers that their goods are superior to those existing on the market by using compelling advertisements. Persuasion can be achieved by imaginative promotional messages, product demos at trade shows, free gifts, exclusive deals, and competitions. 4. Attitudes: To construct or reinforce attitudes in the minds of the target audience, promotion is necessary. Marketers hope that their target audience will cultivate a positive attitude toward their products. Increased sales are aided by a positive attitude toward the brand. The marketer can correct negative attitudes toward the product, if any, using promotional strategies such as ads. Public relations and advertisement may also be used to change a negative mindset. 5. Reminder: If target customers already have a favourable opinion of a company's product or service, a reminder goal might be appropriate. Since happy customers can be targets for competitors' appeals, the reminder goal is important. Customers must be reminded of the role of well- established brands in the industry. The ‘Raymond the Full Man' campaign, for example, is intended to remind consumers. 28 CU IDOL SELF LEARNING MATERIAL (SLM)

6. Brand Loyalty: Advertising aids in the creation of brand loyalty. Return sales and favourable recommendations to others are the products of brand loyalty. Brand loyalty can be built through product promotion, aggressive personal selling, timely and productive direct marketing, and other techniques. 7. Brand Image: In the minds of the target audience, an advertiser assists in the creation of a positive picture of the brand. There are a variety of variables that can assist the audience. Several variables, such as the celebrity who endorses the brand, the quality of the promotional message, the design and form of packaging, and the types of programmes or events promoted, may all contribute to the development of the brand image in the minds of the target audience. 8. Counter Competitors’ Claims: The marketer could be able to refute the arguments of the major competitors. Competitive advertising, for example, is used to respond to arguments made by rivals, either directly or indirectly. Marketers may assert their brand's dominance with the aid of imaginative ads. To combat market rivalry, the marketer can also engage in aggressive sales promotion. 9. Expansion of Markets: Successful advertisements result in business growth. A marketer may want to broaden markets from a local to a regional level, then from a regional to a national level, and finally from a national to an international level. The marketer may use a number of promotion strategies to achieve this aim. 10. Educating the Customers: Customers could be educated by promotion. For example, some advertisement is done to inform the viewer on how to use the product, how to handle it, and so on. Public awareness initiatives also inform the public about the harmful effects of noise, air and dirt emissions, social injustice, and other issues. 2.10 PLANNING FRAMEWORK OF PROMOTIONAL STRATEGY. 1. Define your marketing goals. The trick is to match your marketing priorities to your overall business goals. Recognize that marketing does not exist in a vacuum. Make your targets as precise and realistic as possible to be successful. This will assist you in focusing as well as measuring the outcomes.  Build your brand or establish your thought leadership. The goal is to put your product or business in your prospect's mind.  Acquire and retain customers. Businesses lose customers for a variety of reasons over time. Furthermore, profitable customers become less profitable, necessitating 29 CU IDOL SELF LEARNING MATERIAL (SLM)

businesses' constant acquisition of new customers, retention of existing customers, and hopefully reactivation of former customers.  Drive profitable sales. Although increasing the bottom line can require several measures, each sale should contribute its fair share. This means that, in the long term, your earnings outweigh your expenses. 2. Identify your audience. Create a composite of your target market that is completely realised. This necessitates the development of a marketing persona and a social media persona in order to tailor your marketing to your target audience's needs. Traditionally, these are the three key characteristics that characterise your target market.  Demographic traits. Geographic place, age, financial capital, and so on are examples of these characteristics. Be aware that relying solely on this information can cause you to overlook other factors that lead to purchase tradeoffs.  Psychographic characteristics. These are focused on the needs of consumers and assist advertisers in determining where their target group can make buying tradeoffs.  Behavioral actions. These factors look back in time and can miss recent improvements in consumer conduct. 3. Create the offer Describe your product and/or service in detail. This extends beyond the basic offering to include related content, branding, and pricing that distinguishes the product from competitors and near-substitutes. To help you grow your offering, consider the following questions, which are grouped around the standard four Ps of marketing. Product  What is the nature of the product or service? What sets it apart from rivals and new alternatives?  What additional benefits does the consumer receive in addition to the item, also known as an augmented product? Are there any additional benefits, such as guarantees, continuing assistance, or a sense of community? Place  How does your prospect interact with your company, its content, and/or promotions?  Where is the bid made, and at what point in purchasing decision process?  Where does the buyer purchase your product/service? Do you give a variety of choices? 30 CU IDOL SELF LEARNING MATERIAL (SLM)

 How can you continue to provide additional content and communications across your various channels? Promotion  Are there any special deals, rewards, time or quantity restrictions?  What stage of the purchasing process is the consumer in? What is the customer's physical location?  How will the customer receive the information? Pricing  What is the cost of the good or service? Is the pricing the same across all channels? Is there a valid reason if not? You don't want to be accused of unfair pricing, at least in the United States.  What strategies do you use to market additional goods or services? 4. Develop your creative Creative refers to the way your product or service is portrayed to prospects, consumers, and the general public. It consists of five distinct elements.  Branding. How does your company's branding appear in your content, ads, social media, or other promotional materials? What is the status of your brand in the marketplace?  Product benefits. How well does your product or service suit the needs of your target market?  Media platform. You must consider where the promotion will be transmitted or shared because media-format details affect innovative presentation. Consider owned newspapers, social media, and third-party media, at the very least.  Call-to-action. A call to action is a phrase that is used to encourage people to take action. How can you conquer consumer apathy and close the sale with your promotion?  Response channels. Channels of response what are the options for consumers to buy the product? Web, mobile retail, phone, postal, and fax are all options. 5. Choose your channel To ensure that your content or promotion reaches its full potential audience in a medium that they find easy to access, such as text, images, video, audio, or PDFs, a combination of 31 CU IDOL SELF LEARNING MATERIAL (SLM)

distribution and promotion is needed. To reach the desired target audience, the media used should be consistent with the business goals.  Owned media. Owned media is a term that refers to media that is owned by these are sites that belong to your business. Since you have a way to contact them, they usually reach out to your prospects and past clients. Your website, forum, email list, and offline house file are all included. Owned media, such as customer service e-mails and shopping bags, should not be overlooked.  Third-party media. It's also known as paying media, and it refers to markets who belong to other media organisations or institutions. They are usually paid, but they may also include guest posts or list swaps.  Social media. These locations will help you reach a wider audience. It can also serve as a recommendation for your product or company. 6. Test your marketing. To get the best results, test different aspects of your marketing on a regular basis. In terms of the four moments of reality, think of the whole marketing process. To boost your bottom line, you must continue to optimise your operation. Furthermore, repeat experiments to ensure that outcomes aren't a fluke, and keep in mind that variables can change over time. Promotions, for example, wear out over time. Begin by focusing on the aspects of your sales process that have the most effects.  Target market. Are there any other potential buyers for your product or service?  Offer. Is it possible to alter the price or appearance of your product?  Creative. Is your target audience responding to your material, ads, or communications? Examine the text, photographs, CTAs, and other components.  Media. Are you communicating with your prospect via the right channel? Are you using an easy-to-understand content format?  Devices. Are your marketing materials available on the devices that your target audience prefers? Consider using a monitor, smartphone, notebook, or going offline. 7. Determine your success metrics To evaluate the efficacy of your marketing in achieving your expected objectives, you must measure your performance. It helps if the objectives are clear and observable in this regard.. 32 CU IDOL SELF LEARNING MATERIAL (SLM)

2.11 SUMMARY  Advertising must adhere to certain moral standards and laws, and it must not disparage or disparage other goods or brands.  The buyer-seller relationship is maintained if the buyers are pleased with what they saw in the advertisement and what they received after purchasing the product.  A successful advertising campaign aids in the acquisition of consumers and the generation of revenue.  Advertising aids in the consumer adoption of new goods.  Co-operative advertising occurs when manufacturers, wholesalers, and retailers collaborate to sponsor and share advertising costs. 2.12 KEYWORDS • Offensiveness: Certain advertisements are so provocative that consumers will not tolerate them. • Broadcast Advertisement: This is a very common form of advertising all over the world. It consists of advertisements on television, radio, and the Internet. • Outdoor Advertising: To capture the interest of customers, outdoor advertising employs a variety of techniques. • Product Advertising: Creating primary demand for a product category rather than a particular brand is a common feature of advertising. • Pioneering: New forms or new ways of communicating a marketing message are referred to as \"pioneering\" ads. 2.13 LEARNING ACTIVITY Study a company in your city and identify what practices it has adopted to meet the requirements of being customer oriented. ___________________________________________________________________________ ___________________________________________________________________________ ________________________. b. Examine the challenges in Hospitality Industry Post COVID-19 19 & create a detailed plan to increase the Sales through Advertising. 33 CU IDOL SELF LEARNING MATERIAL (SLM)

___________________________________________________________________________ ___________________________________________________________________________ _________________________. 2.14 UNIT END QUESTIONS A. Descriptive Questions. Short Questions 1. Write short note on advertising spiral 2. Explain brand loyalty and brand image. 3. List the functions of advertising 4. List the types of advertising 5. Write short note on: Print advertising and Broadcast advertising. Long Questions 1. Explain the legal, ethical and social aspects of advertising 2. Discuss the functions of Advertising 3. Classify the types of Advertising 4. Describe the Classifications of Advertising 5. Explain the role of advertising within the marketing plan 6. Explain the role of advertising in promotion of a product 7. Discuss the planning framework of promotional strategy B. Multiple choice Questions 1. ________ role in marketing is as old as civilization. a. Advertising b. Sales promotion c. Marketing d. Consumer behaviour 2. Which aspect of advertising must follow certain moral principles certain rules and should not degrade or adversely comment on the other products and brands. 34 CU IDOL SELF LEARNING MATERIAL (SLM)

a. Legal b. Ethical c. Social d. All the above 3. Some ads are so _________that they are not acceptable by the buyers a. Deception in Advertising b. Subliminal Advertising c. Effect on Our Value System d. Offensiveness 4. ________type of advertising is very popular around the world and it consists of television, radio, or Internet advertising. a. Print advertising b. Broadcast advertising c. Outdoor advertising d. Public service advertising 5.________ advertisements are not always directed to consumers a. Product advertising b. Primary demand advertising c. Institutional advertising d. Competitive advertising Answers 1. (a) 2. (b) 3. (d) 4. (b) 5. (c) 2.15 REFERENCES Reference Books:  R1 S. A. Chunawalla, Advertising: An Introduction Text, Himalayan Publishing House, New Delhi. 35 CU IDOL SELF LEARNING MATERIAL (SLM)

 R2 Belch, G. E. & Belch, M. A, Advertising and Promotion: An integrated marketing communications perspective, 9th Edition, Tata McGraw Hill, Noida. Textbooks:  T1 Wells W., Burnet J. and Moriarty, S. Advertising: Principles & Practice, Pearson Education Ltd, United Kingdom.  T2 S.A. Chunawalla, KC Sethia, Foundations of Advertising, Himalayan Publishing House, New Delhi. 36 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT 3: INTEGRATED MARKETING COMMUNICAT ION Structure 3.0 Learning Objectives 3.1 Introduction 3.2 Meaning & Definition 3.3 Evolution of IMC 3.4 Features of IMC 3.5 Advantages of IMC 3.6 Disadvantages of IMC 3.7 Marketing Communication model 3.8 Integrated Marketing Communication Tools 3.9 Brand Management 3.10 Principles of Brand Management 3.11 Brand Management Process 3.12 Ethics in advertising 3.13 Summary 3.14 Keywords 3.15 Learning Activity 3.16 Unit End Questions 3.17 References 3.0 LEARNING OBJECTIVES 37 After studying this unit, students will be able to:  Discuss the concept of integrated marketing communication  Describe the evolution of integrated marketing communication  Explain the features of integrated marketing communication  Identify the process of brand management CU IDOL SELF LEARNING MATERIAL (SLM)

 Discuss about the ethics of advertising 3.1 INTRODUCTION IMC (Integrated Marketing Communications) is a 1990s marketing phenomenon. In the twenty-first century, it will be needed for survival. With the emergence of convergence, marketers are taking a fresh look at all aspects of marketing, especially the unique value that public relations bring to the mix. Public relations professionals, for their part, are seizing the potential that convergence provides to make a difference where it matters most to their businesses and clients: the bottom line. IMC represents the culmination of a transition that started in the postwar era, from selling what businesses produce to making what customers want. IMC focuses on what consumers need to know about products and services, not what advertisers want them to know in order to sell them. 3.2 MEANING & DEFINITION IMC entails organising the different promotional elements and other marketing initiatives that interact with the firm's clients in order to produce the same and clear positioning and marketing message. IMC ensures that the message is consistent regardless of the distribution mechanism. Integrated marketing contact incorporates multiple media, such as email, internet, television, and print, as well as various techniques, such as advertisement, direct marketing, sales promotion, and public relations. The promotional mix refers to the basic IMC methods used to achieve an organization's communication goals. The American Association of Advertising Associations (4As) defined IMC as “an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other.” 3.3 EVOLUTION OF IMC In 1989, the word \"Integrated Marketing Communications\" was coined. Since then, marketing communications has moved away from advertising's supremacy. The 4As understood the value of different mediums such as advertisement, public relations, sales promotion, and direct marketing at the time for providing cohesive messages through marketing channels. Several factors contributed to the need to concentrate on something other than advertisements. There were other ways to efficiently attract consumers, and technological advancements made consumer targeting and database marketing more powerful and cost- effective. 38 CU IDOL SELF LEARNING MATERIAL (SLM)

Integrated marketing communications, like every other idea, has evolved. The focus has shifted to the consumer, specifically their shopping and purchasing habits. Integrated marketing communications takes advantage of the ability to put advertisements in front of customers at different points of the purchasing cycle, based on the premise that it takes between 7 and 12 experiences for a message to be successful in driving a consumer to purchase. A different set of interconnected product messages can tell the full product storey and efficiently reach the consumer depending on the customer. The four Ps (product, price, promotion, and place) are used to tie all aspects of marketing communications together in integrated marketing communications. Advertising (broadcast, outdoor, web, and direct marketing), online/digital media (e-commerce, e-mail marketing, social media, mobile marketing, search engine optimization, and content marketing), public relations, promotions, sales, customer support, trade shows/events, and product promotions are all examples of these. Organizations in today's world not only push out advertisements, but also use technology to reach out to their target audiences. Businesses and organisations rely on their online presence to tell their storey and, when necessary, to sell goods. Social networking is often used by businesses to communicate with current and potential customers. And, since the Internet is such a popular source of knowledge, organisations and companies compete to be at the top of a search engine's results page. Overall, just reaching out to the customer isn't enough. Based on the organization's priorities, objectives, and budget, integrated marketing communications is the most cost-effective and productive combination of mediums for moving a target group into the purchasing process. 3.4 FEATURES OF IMC 1. Outside-in approach: An initial key aspect of Integrated Marketing Communication is that it should begin with the client or prospect and work backwards to the brand communicator in deciding the most suitable communications and media to inform or induce the communicator's brand. The IMC method avoids taking a \"inside-out\" (from business to consumer) approach to defining communication vehicles, instead beginning with the customer (\"outside-in\") to decide which communication approaches can better fit the customers' knowledge needs and inspire them to buy the item. 2. Use of appropriate marketing communication tools: Advertising, sales ads, sponsorships, and other IMC methods are examples of effective marketing communication tools. In marketing relations, for example, not all tools (advertising, sales promotions, sponsorships, and so on) are equally suitable for all jobs. Instead, a true skilled marketing 39 CU IDOL SELF LEARNING MATERIAL (SLM)

communicator chooses the right resources for the job. A skilled marketing communicator must choose the methods that are most suitable for the communication goal at hand with care. 3. Message consistency: The theory and practise of IMC demands that all communication through various IMC resources aim to present the same message and communicate it reliably through multiple message channels, or points of touch. To put it another way, marketing communications must communicate in a single voice. Coordination of communications and media is crucial for establishing a clear and coherent brand image and motivating consumers to take action. When outlining his plan to combine all marketing communication connections for Apple's brand of smart phones, Macs, and tablets, a vice president of marketing at Apple Inc. completely understood the importance of communicating in a single voice. When this executive said, \"whenever customers see an iPhone, they'll be getting the same message,\" she encapsulated the critical quality of \"single voicing.\" Every piece of contact, from the box to the Internet, must now convey the same message.” 4. Build relationships: According to IMC, effective marketing contact necessitates the establishment of relationships between brands and their consumers/customers. A partnership is a long-term bond that exists between a company and its customers. Relationship building is, in reality, one of the keys to modern marketing, and IMC is one of the keys to relationship building. Customer-company partnerships that are effective result in repeat purchases and, in some cases, brand loyalty. Because of the value of relationship building, an entire market of consultants and software vendors specialising in customer relationship management, or CRM, has sprung up. 5. Influence consumer attitude: The purpose of IMC is to influence the behaviour of the target audience or industry. IMC success necessitates directing communication efforts toward eliciting some kind of behavioural response. In other words, the goal is to motivate people to take action. In the end, an IMC programme must be judged on whether it changes behaviour; nevertheless, expecting an action to result from any communication attempt will be simplistic and unrealistic. Consumers must be made aware of a new brand's features and advantages before buying it, and they must be persuaded to have a favourable attitude toward it. 6. Cost-effective: IMC aids in the most efficient use of resources. The systematic contact mix reduces the duplication of videos, pictures, and other media. Using a single department for all communications reduces agency costs, and even though there are many departments, 40 CU IDOL SELF LEARNING MATERIAL (SLM)

meetings that bring all of them together – for briefings, innovative workshops, tactical or strategic planning – save time. One of the main advantages of IMC is that it decreases workload and, as a result, stress levels. 7. Creates an Integrated Communication Plan: Even the best marketing campaign in the world can fail if you can't deliver the right message to your potential customers at the right time and place. An integrated marketing relations strategy aligns your time and financial resources with the most efficient means of disseminating your message. If your future buyers are unaware that your product or service exists, there will never be a sale. 8. Budget and allocate resources: Each aspect of a \"integrated marketing communications strategy\" must have a budget and resources allocated to it. Brands would most likely have to make trade-offs between approaches to reach communication targets, depending on the size of their budget. In addition, brands must have integrated internal and external resources to carry out the strategy. A well-thought-out integrated marketing relations strategy will help you take your marketing to the next level. 3.5 ADVANTAGES OF IMC Competitive advantage: Despite the fact that IMC is time-consuming, it offers multiple advantages. It can give you a competitive edge, increase sales and profits, and save you money, time, and stress. A competitive advantage is the opportunity to hold a customer for life. A competitive advantage is the opportunity to hold a customer for life. 2. Aids in buying process: IMC encircles consumers in communications and directs them through the different phases of the purchasing process. At the same time, the company solidifies its brand, builds a dialogue, and nurtures its customer relationship. 3. Building brand identity: IMC creates a strong brand identity by tying together both photos and messages using a variety of communication strategies. 4. Message credibility: IMC improves message consistency and, as a result, credibility. IMC assists advertisers in selecting the appropriate message for their target audience as well as the appropriate communication methods. This lowers the buyer's risk perception, which speeds up the search process and influences the result of brand comparisons. 5. Cost-effective: IMC assists in the most productive use of resources. The systematic contact mix reduces the duplication of videos, pictures, and other media. Using a single department for all communications reduces agency costs, and even though there are many departments, 41 CU IDOL SELF LEARNING MATERIAL (SLM)

meetings that bring all of them together – for briefings, innovative workshops, tactical or strategic planning – save time. One of the main advantages of IMC is that it decreases workload and, as a result, stress levels. 6. Increased profits: IMC boosts profits by improving its performance. In today's busy world, a message that is coherent, consolidated, and crystal clear has a greater chance of breaking through the \"noise\" of over 500 commercial messages that surround consumers every day. 7. Updating the consumer: Carefully connected messages often assist customers by providing timely updates, updated details, and promotional deals that, when delivered in a prepared sequence, help them pass smoothly through the stages of their purchasing process. 8. Avoids deviation: IMC aids in the coordination of organisational communications, placement, and photos in all locations. This synchronisation ensures that the message and content are consistent in all communications, preventing messages from diverging. 3.6 DISADVANTAGES OF IMC 1. Restrict creativity: IMC has the ability to limit creativity. There will be no more outrageous promotional promotions unless they are part of a broader marketing communications plan. While the thrill of widespread innovation may be unseen, the creative challenge may be greater and ultimately more rewarding when working within a more restricted, integrated creative brief. 2. Time-consuming: IMC is responsible for organising the message across all media. Appropriate teamwork necessitates systematic preparation, which can take a long time. 3. Spoils corporate image: IMC necessitates cooperation with a number of media and advertising agencies. A proper track with these advertising agencies is required; otherwise, contact often distorts and tarnishes the corporate image. 4. Requires proper coordination: Unfortunately, some organisational frameworks separate communications, records, and even managers. For example, the public relations department does not always report to marketing. The sales force scarcely interacts with those in charge of publicity, sales promotion, and so on. Consider what might happen if sales reps aren't informed about a new promotional deal. 3.7 MARKETING COMMUNICATION MODEL The marketing communications mix is a collection of tools that can be used to deliver a clear and consistent message to target audiences. Advertising is a small but essential component of marketing communications; the marketing communications mix is a set of tools that can be used 42 CU IDOL SELF LEARNING MATERIAL (SLM)

to deliver a clear and consistent message to target audiences. The promotional blend is another name for it. Communication between two humans has traditionally followed a basic procedure, which is as follows. Encoding —> Message —> Decoding —> Receiver Sender —> Encoding —> Message —> Decoding —> Receiver Figure: 3.1 Marketing Communication Model Sender and Receiver There are two primary bodies in marketing communications: \"Sender\" and \"Receiver.\" The sender may be a business looking to reach out to a specific demographic. The customer is the one who receives the message. Before you start communicating with the sender and recipient, you need to know a few things about them, such as their demographics, financial strength, and compatibility. If a sports shoe manufacturer sends a message to customers who are 60 years old, the marketing communications will fail. The sender must know who the message would be sent to ahead of time. This is why segmentation, targeting, and positioning are completed prior to the start of marketing communications. Encoding For the sender to deliver the required message to the recipient, the message must be packaged in the correct format. This is referred to as encoding. This is where advertising firms play a crucial role in marketing communications. The imaginative ad agencies encode the message in the appropriate format based on the sender's preference. The format is determined by the medium by which the contact message is delivered. As a consequence, a radio message, a television message, or a print message will all be encoded differently, as 43 CU IDOL SELF LEARNING MATERIAL (SLM)

each has its own set of advantages and disadvantages. The focus message must be the same regardless of the media vehicle or message format. Message decisions Messages to end users can be delivered in a variety of ways during marketing communications. Advertisers use television and print because they are considered to have the highest retention. Aside from these two, there's radio advertisements, internet advertising, out-of-home media, banner advertising, and so on. Your message can be delivered by any of these media vehicles. The crucial thing to remember is that the message should reach as many people as possible. The higher the conversion rate in the sales funnel, the more opportunities you have. As a result, the aim of a message is to reach as many people as possible. A good message will help you communicate with your target audience right away, improve your brand positioning, and give your company a boost right away. Various forms of marketing communications messages exist. The following are a few of the more commonly used ones: • Launching a new product • Raising public consciousness • Creating a positive brand picture • Incentives for sales promotions • Retention of customers As a consequence, a marketing message must be modified based on these three fundamental factors. a) The media vehicle that will be used b) What is the message's main goal? c) Who is the intended audience? Decoding The sender does not have the ability to decode a letter. The receiver, on the other hand, is the one who does it. All the sender can do is encrypt the message as best he can and hope it reaches the intended recipient. The message is then decoded by the recipient. For example: if I show you a shoe in muddy water, some of you may not be interested in the picture, some of you may believe this is shoe advertisement, and some of you may get the message that I am attempting to demonstrate a water-resistant and easy-to-clean shoe. As 44 CU IDOL SELF LEARNING MATERIAL (SLM)

a consequence, if I am unable to interact effectively with the majority of my target markets, I will struggle as a marketer. I need to make it as simple as possible for the receiver to decipher the message. The meaning of marketing communications is this. This is why agencies like O&M, Lowe Lintas, and others charge such a large fee. Because the end user and the general public can easily decipher their messages. Receiver After decoding the message, the recipient is the one who makes the decision. To put it another way, the recipient is your final client. As a result, the recipient plays a crucial role in the marketing relations process. The recipient should, in theory, act on the message he has got. As a result, if your message was a sales promotion, your recipient would buy the product. However, receivers come in a range of shapes and sizes, as they do in any case. Some will totally disregard the post, while others will save it for future reference and act on it. Integrated marketing communications are used to ensure that the message is received and acted upon. The same message is delivered in a variety of formats through various media vehicles. The recipient receives the same message but in a different format, which he decodes. This is why, in today's world, advertisement frequency is crucial in turning prospects into customers. Since FMCG companies have the most customer experiences, they are recognised for their effective use of integrated marketing communications.. Feedback The feedback parameter is now another aspect that has been applied to the marketing communications model. This is because, in the midst of the noise generated by so many goods being advertised, taking feedback is becoming increasingly necessary. As a result, after an ad campaign aimed at raising product awareness, the company will gather consumer input to determine what percentage of target buyers are aware of the new product. This feedback would indicate whether the company's advertisement campaign was successful or unsuccessful. Finally, you must realise that marketing communications is more than just a conversation between a company and its customers. Rather, it entails the existence of a significant number of individuals. Marketing is an art form in and of itself. A large portion of an organization's resources are dedicated to ensuring that the correct message reaches end customers and that the end customer responds in the desired way. 45 CU IDOL SELF LEARNING MATERIAL (SLM)

3.8 INTEGRATED MARKETING COMMUNICATION TOOLS The following are the different techniques or components used in Integrated Marketing Communications to support brands: 1. Advertising: Advertising is any type of non-personal contact about a company or its products that is paid for by a specific sponsor. This is frequently the most crucial component of marketing communications. The paying factor implies that the room for an advertisement message must usually be purchased. Advertisements also use mass media such as broadcast television, radio, newspapers, e-marketing, and magazines to reach large numbers of people. Companies nowadays place a strong emphasis on 360-degree branding in order to effectively promote their brands. Content marketing is an important way for online media outlets to reach out to their consumers. 2. Sales Promotion: Sales promotions are marketing campaigns that offer additional value or rewards to sales force, distributors, or end customers in order to produce immediate sales. Discounts, coupons, and competitions are popular sales promotions for customers. “Buy one, get one free,” and similar sales deals are well-known. 3. Public Relations: Non-personal correspondence about a product or service that are not paid for or run under the auspices of a sponsor are referred to as public relations. As a result, the key benefit of public relations is its reputation, which aids in the development of good brand equity. 4. Personal Selling: In personal selling, the seller tries to convince potential customers to purchase a product or service from the business. Personal sale, unlike ads, entails direct communication between the buyer and the seller. 5. Direct marketing: Instead of going through a retailer, this approach attempts to deliver goods or services directly to customers. Traditional direct marketing resources include catalogues, telemarketing, mailed brochures or advertising materials, and television home shopping networks. Next-generation direct marketing platforms include email and mobile marketing. 6. Digital marketing: Digital marketing encompasses a wide range of activities, including Web portals, search engine optimization, content marketing, and social media marketing. With technological advancements, digital marketing tools and methods change quickly, but this umbrella term encompasses all of the ways that digital technologies are used to advertise and sell companies, goods, services, concepts, and experiences. 7. Guerrilla marketing: This newer category of marketing communication employs unorthodox, creative, and often low-cost marketing strategies to engage customers in marketing activities, attract interest, and maximise visibility for a company, its goods, and/or services. Guerrilla marketing is, in general, experiential: it generates a special circumstance or unforgettable experience for customers to interact with a product or brand. 46 CU IDOL SELF LEARNING MATERIAL (SLM)

3.9 BRAND MANAGEMENT –MEANING & DEFINITION Brand management refers to the process of managing and improving products, services, and brand awareness. When done correctly, brand management increases cost leverage, increases customer satisfaction, and creates positive brand recognition. It also reflects the relationship between the consumer and the buying process. “Branding demands commitment; commitment to continual reinvention” – Richard Branson 3.10 PRINCIPLES OF BRAND MANAGEMENT The components that make up these concepts are simple to understand. To assess your branding efforts and eventually succeed, you must include these various elements. The following elements must be evaluated on a regular basis – they are the secret to overall good brand management. Here are the most basic concepts, along with an explanation of why they are important. Brand equity Through credibility, impression, and understanding, brand equity generates value. It's significant because it alters the dynamic of a company's product or service, as consumers put their confidence in the brand rather than their perception of the product or service. As a result, companies have the option to raise their rates.. Example Consider this scenario: you're out for a jog in the park and come across two concession stands. One has no name, while the other is known as \"Gatorade.\" The unidentified vendor sells sports drinks at half the price of the Gatorade vendor. It stands to reason that most people will still prefer the Gatorade stand because of its solid brand awareness. Brand recognition “Recognition is an abundant resource. You can't run out of it or use it up.” Susan M. Heathfield, Ph.D. The ease with which audiences can recognise your brand without hearing or seeing its name is referred to as brand awareness. This is typically a visual feature, as elements such as a slogan, colour scheme, logo, or packaging help consumers identify the brand. It does, however, apply to items like music, such as jingles for brand advertisements. Customers need to know your brand because it sends a message to them if they see one of your products. As a result, they have a better chance of making a purchase. 47 CU IDOL SELF LEARNING MATERIAL (SLM)

That's brand awareness in action if you've ever seen the beginning of an advertisement and instinctively recognised which company was behind it without seeing their name. We don't think about it much, but being able to communicate with consumers is a powerful thing for a company. Brand loyalty When a customer chooses one brand to another, this is known as brand loyalty. It's important to note that brand loyalty differs from consumer loyalty, which occurs when a customer purchases a product or service based on its particular quality. When a customer buys a product or service purely because of their brand loyalty, this is known as brand loyalty. It's important because it contributes to other advantages, such as word-of- mouth marketing. Example Someone wants four new tyres for their vehicle, and they prefer Goodyear because of their long history of customer service. It's essential to remember that their buying decision had little to do with the product's quality. This is how strong brand loyalty can be, and why it needs to be measured on a regular basis. 3.11 BRAND MANAGEMENT PROCESS The 360 brand management process is divided into 10 steps and four stages to help you with your branding needs. This guide can be applied at any point in the brand's journey and can begin at any stage during the branding process, whether you are establishing a new identity or have a well-established brand. 48 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure: 3.2 Brand Management Process Step 1: Knowledge Brand vision Your company's brand vision is a narrative that explains where you came from and where you want to go. It entails asking the following questions: What is the essence of your business; how do you benefit people; what are your goals, and how will you achieve them? Niche market Your niche is the market you represent within your specialty sector, as well as what sets your company and brand apart from the competition. It's crucial to have a comprehensive 49 CU IDOL SELF LEARNING MATERIAL (SLM)

understanding of this in order to identify, follow, evaluate, and monitor your major competitors. Touch points Your brand's customer touch points, also known as customer journeys, are the points of contact with customers before, during, and after they make a purchase. Each touchpoint must be understood in order to manage each interaction, so a comprehensive list must be created. Products Although this may be a simple task for some brands, it is a complicated task for others, and is needed as part of an audit for further research and market positioning. Since a company's products can serve multiple markets, identifying products by brand is generally the best approach. Services Services must be described in accordance with product specifications, and since they are less tangible, concise explanations must be specified. Culture The behaviours and principles that characterise your company's culture are typically embodied in a collection of values. Understanding these principles is crucial since they which form an integral part of the brand's voice or sound when conveyed to the market and consumers. Step 2: Insight Business plan The two strategies, business and brand, must work together. Gaining an understanding of the business plan is therefore an important part of the brand management process, since it is needed to ensure that the brand and business strategy are in sync. This alignment puts your brand in a stronger place for success, allowing you to build a roadmap that is tailored to your brand's short- and long-term growth. · Sales and marketing It's important to consider the distinctions between sales, marketing, and branding. Any form of sales or marketing operation should be kept separate and complementary to the branding strategy. By creating a strategic framework for its activity, branding should both precede and 50 CU IDOL SELF LEARNING MATERIAL (SLM)