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

6.9 SELECTION OF AN ADVERTISING AGENCY The following are some considerations to make when choosing an advertising agency: Suitability The advertising agency that best fits the needs of the producer or trader is chosen based on the type of advertisement, the agency's venue, credit policies, and other factors. Typically, an agency close to the advertiser's location is chosen. This will assist you in contacting the department. Second, the scale of the department is taken into account in terms of staff, programmes, and services rendered. Finally, there are the interactions and relationships with different media. Fourth, policies such as conservative policies, outgoing policies, and so on are considered. Finally, the advertising considers whether or not the agency has accounts with rivals. Facilities and Services Provided Some agencies have new photography, typesetting, printing, and filming equipment. The agencies that offer the most services for the least amount of money are preferred. Imagination The agency's personnel's imaginations and artistic abilities are taken into account. Creativity of photography, designing, copywriting, media, and other areas gives the advertiser's goods and services a distinct identity. Past Record The agency's track record in terms of number of customers, efficiency, and credit credibility, among other items, aids in the selection process. The advertiser inquires into the agency's timeliness, punctuality, and track record in order to determine whether or not the agency is trustworthy. Reputation The advertising agency's prestige assists in the selection process. Timeliness, a successful presentation, good connections, timely service, and other factors all contribute to the agency's popularity. Management 101 CU IDOL SELF LEARNING MATERIAL (SLM)

The ownership and management of the company, as well as their practises, play a role in selecting an advertising agency. Their policies, which affect selection, can be conservative or dynamic. Rates Charged The advertiser takes into account the agency's fees. In certain cases, the prices are dictated by the prestige of the organisation, the services it provides, the strategies it hires, and so on. As a result, an advertiser will choose an agency that will offer the services he requires while staying within his budget. Size of the Agency It is important to understand the advertising agency's size. The bigger the agency, the better; nevertheless, small can be beautiful because a small agency can devote more energy to its clients' work. 6.10 STRUCTURE OF AN ADVERTISING AGENCY Agency Depending on the tasks performed and the size of the company, the organisation structure varies from agency to agency. Because of the highly customised nature of the advertising agency market, deciding the best organisational structure for it is difficult. Many organisations are configured according to the management's personal preferences. The majority of large and medium-sized agencies used one of two systems: the company system or the departmental system, with some combining the two. Group System: Authors, musicians, media planners, consumers, and other professionals are assigned to a community of accounts in this method. Both of them are overseen by an account executive or group leader. Departmental System: In a departmental system, experts of the same type are assigned to the same department. For eg, in the copy department, all authors, and in the art department, all artists, and so on. Organisation and Working of an Advertising Agency Since advertising agency is an independent business organisation, it may be in the form of a sole proprietorship, partnership or joint stock company form of organisation. However, an 102 CU IDOL SELF LEARNING MATERIAL (SLM)

advertising agency of reasonable size may naturally adopt the Joint Stock Company form of organisation. In such a case, it may have a Board of Directors under the Managing Director. Under the Board of Directors we may have General Manager and the General Manager may have a number of Departmental Managers under his control. The number of Departmental Managers will vary from one advertising agency to another advertising agency as per the nature and size of business. The organizational structure of a large sized or reasonably sized advertising agency is as follows: Figure: 6.1 Advertising Agency Limited Departments of an Advertising Agency An advertising agency's structure can be divided into different divisions, each with a specialised role to be carried out under the direction of a departmental manager who is an expert in the task at hand. The following are the main divisions of a large or moderately sized advertising agency: Contact Department 103 CU IDOL SELF LEARNING MATERIAL (SLM)

The departmental manager is the senior executive officer in charge of the communication department. On the one hand, this department's key function is to contact potential clients, and on the other hand, to retain current clients. He supervises a group of touch men. They serve as the agency's point of contact with the customer. When the communication men visit the advertiser's office, they serve the agency by observing the advertiser's needs and reminding the different departments of the specifications of the various clients. Art Department The art manager is in charge of this department, which is supported by architects, layout men, and visualisers. A visualiser is someone who produces a rough layout for an advertisement that will later be transformed into a detailed layout. The art department is in charge of the advertisement's graphical presentation, including layouts, diagrams, and images, as well as defining the forms to be used. Media Department This is a crucial department that reports to a media manager for oversight and regulation. This department is in charge of selecting media for the advertiser based on the client's requirements, objectives, and budget. He keeps in contact with a variety of media on a regular basis. Mechanical Production Department It is also a very critical department that is overseen by a technical manager. This department's primary responsibility is to handle block-making, printing, proof-reading, and other technical tasks. Copy Department A copy manager leads this department, which is supported by a team of copywriters. This department is in charge of preparing a copy for any commercial. Copywriting necessitates linguistic flair and fluency, as well as creativity and a means of representation. The craft, research, and accounts divisions all cooperate closely with the department. It's also a crucial agency. Research Department A separate research department is formed in large advertising agencies under the direction and control of a research manager. Analysts, investigators, publicity managers, statistical clerks, and librarians, among others, support the study manager. This department's primary 104 CU IDOL SELF LEARNING MATERIAL (SLM)

duty is to research markets, media, and other issues of interest to the advertising agency. It assists in better client ads. Radio and T.V. Production Department If the advertising agency provides radio and television ads, it will have a different department for this. This department is headed by a manager who is aided by a team of assistants, musical advisors, script writers, and other professionals. Finance Department The finance department's main job is to organise and manage money. As a result, this department is in charge of keeping proper records, billing and collecting dues from customers, checking if advertisements in various media actually appeared on the days they were scheduled, if so, whether correctly, and whether the text was properly written, as well as handling all regular accounting, documentation, and other matters. Merchandising Department A separate merchandising department is formed in the case of a large advertising agency, under the direction and control of a merchandising manager who is a specialist in displays, exhibitions, and the preparation of various advertising aids. Public Relation Department A separate public relations department is formed in the case of a large advertising agency, under the direction and control of a public relations officer - manager. This department's primary responsibility is to develop and maintain contact with the general public in order to foster mutual understanding. It acts as a link between clients and different members of the public, such as consumers, employees, and shareholders. 6.11 METHODS OF REMUNERATING AN ADVERTISING AGENCY The method of remunerating advertising agencies is a topic of much debate these days at almost all advertising agency associations and advertising clubs meetings. In our country, the following three methods of remunerating an advertising agency are currently in use: Commission Method: The commission form of remunerating an advertising agency is the oldest and most popular. The advertising agency is paid a fixed commission by the media 105 CU IDOL SELF LEARNING MATERIAL (SLM)

owners on the advertising bill for the advertising space purchased by the advertising agency through this process. In both India and the United States, the fixed rate of commission is 15%. Though commission rates differ from one media to the next and from country to country, a rate of 15% is almost universal. For example, an advertising agency may agree to pay Rs. 50,000 for a full page advertisement in a magazine. The magazine will charge the agency Rs. 50,000 minus 15%, or Rs. 42,500 net. The advertiser would be fined Rs. 50,000 by the advertising agency (cost of advertisement charged by the media). As a result, the difference of Rs. 7,500 will be viewed as the advertising agency's remuneration. In most cases, the media will give a cash discount of Rs. 2 percent in exchange for prompt payment within a specified time frame. The advertising agency normally passes this cash discount on to the advertiser on similar terms. The general criticism of this approach is that the advertising agency is constantly tempted to suggest costly media in order to earn more money. Fee System: After a dispute between the advertiser and the advertising agency, the fee system was implemented. The former claimed that a 15% fee was too large, while the agency claimed that it was unremunerative in light of the advertising agency's numerous services to the client. The agency payment under the fee scheme consists solely of service costs, which are calculated using the cost plus system. A fixed percentage (flat rate) on cost may be charged to the customer as a fee to be paid to the agency along with the bill under the scheme. This scheme allows the advertising agency to make a fair profit on the services it provides, and the advertiser, in exchange, pays for exactly what he receives. In radio and television ads, the fee system is widely used. Service Charges: In this process, the advertising agency applies service charges to the cost of products and services purchased for the client in art work, illustration, typography, plates, and other fields. In most cases, it's cost plus 15%. In practise, either of the above reimbursement schemes, or a variation of the fee-and- advertising-commission scheme, or a system in which media commission is credited against the career fee, is used. When it comes to new product ads, advertising firms are paid on a per- project basis. 106 CU IDOL SELF LEARNING MATERIAL (SLM)

6.12 ROLE OF THE ADVERTISING AGENCY The agency buys ad space and time in various media on behalf of various advertisers or sellers (its clients) in order to find buyers for their products and services. This definition explains why so many businesses employ advertising agencies. The advertiser, the newspapers, and the suppliers do not own the agency. Second, MCC hires a mix of business and creative people, including managers, accountants, marketing executives, consultants, industry and media analysts, authors, and artists, as do all agencies. Another service provided by the agency is the study, negotiation, agreement, and contracting for commercial space and time with different print and electronic media. The media and manufacturers are not represented by agencies. Their clients are their moral, ethical, economical, and legal obligations. Finally, because of their regular exposure to a wide range of marketing circumstances and issues both at home and abroad, successful companies represent the needs of a diverse range of clients. 6.13 HOW AGENCY GET CLIENTS Ad agencies need clients in order to thrive. External touch with top management, referrals from happy customers, coverage on recent successful promotions, trade ads, direct mail solicitations, or the agency's overall credibility are all sources of new clients. Referrals Clients are typically referred to good agencies by current clients, colleagues, advertising consultants, or even other agencies. When the CEO of one business inquires about who is doing her advertising, the agency receives a call the next week. Presentations An advertiser can request everything from a brief discussion of the agency's ideology, expertise, staff, and track record to a full-fledged audiovisual presentation of a potential advertisement from an agency. Some advertisers request or say that they want a speculative presentation, which means they want to see what the agency can do for them before committing to work with them. 6.14 TYPES OF AGENCY ORGANIZATION The agency could be organised using a collective system, a departmental system, a decentralised organisation, or a smaller agency structure. 107 CU IDOL SELF LEARNING MATERIAL (SLM)

Group System Authors, musicians, and media planners are all part of the community structure. They are now hired by the advertising agency. They work under the leadership of the executives in general. Each member of the group is assigned a specific mission. Departmental System The experts are divided into departments. Copywriters, for example, are hired or delegated by the copy department. The art department hires musicians. They report to the department heads directly. Decentralised Organisation Some divisions are given decentralised roles and are responsible for ads in their respective areas. Smaller Agency Organisation All of the advertisement jobs are done by the smaller agency company. The executives are in charge of a wide range of tasks. 6.15 ADVERTISING DEPARTMENT ORGANIZATION Under the advertising department, there might be other divisions. Each department is given unique tasks to complete in a timely manner. Organisation by Sub functions. The advertisement derailment system works on the basis of sub-functions to carry out all of the advertising functions efficiently and effectively. Organisation by Media. The organisation of the advertising department by media aids in the good production of each medium. Organisation by Product. The word \"organisation by product\" refers to the fact that an organisation manufactures a range of goods. The advertising manager is in charge of coordinating the advertising sub functions. Organisation by Market Segmentation. Different categories of consumers are segmented in the industry. A manager in charge of each business segment is in charge of that market. Each market segment has its own set of emotions, attitudes, and characteristics. As a result, they need to be advertised separately. The advertisement manager delegated advertising responsibilities to the various sub-departments. 108 CU IDOL SELF LEARNING MATERIAL (SLM)

Organisation by Geographical Area. The roles of ads differ from one sector to the next. For advertising purposes, they require special care. Advertising functions are organised according to their preferences and needs. For companies with an international market, an international organisation might be needed. Each continent's advertising manager is responsible for the advertising functions in his region. 6.16 SUMMARY  An advertising agency is a company that provides advertising services to clients in order to raise visibility and market them.  A house agency is an advertising agency that a corporation hires to handle its advertising needs.  As the advertiser piques the audience's attention, he must also explain how what he is selling will benefit them in a practical way.  It is best to familiarise the target audience with the product or business before expecting them to make a purchase.  In addition to ads, the advertising agency conducts marketing functions such as identifying target markets, designing goods and packages, building distribution networks, deciding prices and discount rates, and so on.  In the departmental structure, professionals of the same type are assigned to the same department. 6.17 KEYWORDS  Media selection: is another important feature of ad agencies.  Creative function: The preparation of an advertising copy, layout, illustration, photos, advertising messages, and the theme of the advertisement are all examples of creative functions.  Imaginatios: Imaginative and artistic abilities of agency staff are taken into account.  Past records: The agency's track record in terms of number of customers, effectiveness, credit reputation, and so on.  Contact department: reports to the departmental manager, who is a senior executive officer. 109 CU IDOL SELF LEARNING MATERIAL (SLM)

6.18 LEARNING ACTIVITY Assume that your advertising agency has just been hired by Amway to rebrand the corporate name and provide a positive response strategy to address critics’ concerns. Develop a media strategy and plan for your rebranding idea. Outline your response strategy. Discuss your ideas and plans with peers. ___________________________________________________________________________ ___________________________________________________________________________ ___________________________. 6.19 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. Define the term Advertising agency. 2. What is a full service agency? 3. Define business to business agencies. 4. List the functions of advertising agency? 5. What is the role of advertising agency? Long Questions 1. What is Advertising Agency? How does the advertising agency work? 2. Outline the organisation of an advertising agency? What roles do the major organisation involved in the advertising business perform? 3. Discuss the various types of Ad-agencies? 4. Explain the Function of Advertising’ Agency. 5. What are the major influences or factors affecting on the client agency relationship. B. Multiple choice Questions 110 1. Series of advertisement messages that share a single idea or theme is ______ a. Advertisement Campaign b. Advertisement Group c. Advertisement Cluster d. Advertisement Series CU IDOL SELF LEARNING MATERIAL (SLM)

2. Out of the following which one is not a brand. a. Coca Cola b. Microsoft c. Company d. None of the above 3. Which one are not the characteristics of a brand. a. Expected b. Augmented c. Potential d. General 4. Advertisement aims at _________ a. Product selling b. Marketing c. Customer relations d. Mass communication 5. Which of the following is more of personal medium of advertisement? a. Internet Advertisement b. Broadcast Media c. Direct Mail Advertising d. Print Media Answers 1. (a) 2. (c) 3. (c) 4.(d) 5.(d) 6.(d) 7.(a) 6.20 REFERENCES Reference Books:  R1, Hard, Norman. The Practice of Advertising Oxford, Butterworth Heinemann, 1995 111 CU IDOL SELF LEARNING MATERIAL (SLM)

 R2, Kleppner, Otto. Advertising Procedure. Englewood Gill’s, New Jersey, Prentice Hall Inc., 1986 Textbooks:  T1, Aaker, David A. et.al, Advertising Management. 4 first edition, New Delhi, Prentice Hall of India, 1985.  T2, Belch, George E. and Belch Michael A. Introduction to Advertising and Promotion. 3rd ed. Chicago. Irwin, I995 112 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT 7: AD CREATION 113 Structure 7.0 Learning Objectives 7.1 Introduction 7.2 Importance of Creativity 7.3 Process of Creativity 7.4 Stages of AD Creation 7.5 Broad areas of AD Creation Stages 7.5.1 Different type of Copy 7.5.2 Meaning of Copy writing 7.5.3 Elements of Copywriting 7.5.4 Layout 7.5.5 Various steps in the Layout 7.6 Types of Television Commercials 7.7 Stages of Advertising Design Process 7.8 Typography 7.9 Role of Art in Creating Print Advertising 7.10 Print Production Process 7.11 Summary 7.12 Keywords 7.13 Learning Activity 7.14 Unit End Questions 7.15 References 7.0 LEARNING OBJECTIVES After studying this unit, students will be able to:  Explain the importance of creativity  Discuss the process of creativity  Explain the broad areas of AD creation stages  Discuss the role of art in creating print advertising CU IDOL SELF LEARNING MATERIAL (SLM)

Describe about the print production process 7.1 INTRODUCTION In aesthetic terms, creativity is characterised as the ability to generate useful ideas, originality, imagination, or the ability to bring two or more elements together to create a new unity or function. While the creative process is not a scientific process, it does seek to solve a problem. To create is to conceive of something or an idea that has never existed before. Creativity is described as the creation of something new by combining two or more previously unconnected objects or ideas. Originality, according to Voltaire, is nothing more than judicious imitation. 7.2 IMPORTANCE OF CREATIVITY Creativity helps advertising inform The ability of advertising to persuade is greatly aided by imagination. Advertising with good artistic work is more vibrant, and many researchers agree that vividness draws attention, maintains interests, and promotes customer thought. Other innovative strategies can also help an advertisement to be more informative. Advertising writers and artists must organise visual and verbal message components according to a general of social significance so that readers and viewers can easily perceive an advertisement using widely accepted symbols. Creativity helps adverting persuade Legends and myths about gods and heroes were developed by the ancients to represent humankind's instinctive, primordial longings and fears, and to influence human behaviour and thinking. In addition, creativity aids in positioning a commodity at the top of consumers' conceptual ladders. A grander impression is produced by a higher type of speech. The verbal message of an advertisement must be supported by the imaginative use of nonverbal message elements in order for it to be convincing. Emotions may be elicited by art. Color, for example, may often inspire customers based on their cultural context and personal experiences. Creativity helps advertising remind Imagine using the same invitation year after year, without any variation, to invite people to try your product. The primal mission of the imaginative advertising for soft drinks, sweets, and cerea is to remind us to indulge once more. 114 CU IDOL SELF LEARNING MATERIAL (SLM)

7.3 THE CREATIVE PROCESS One school of copywriters believes that creativity is a serious endeavour that stems from inspiration and a lengthy personal thinking process. Others believe that innovation is the product of collaboration. They claim that once the concept is finalised, the copywriter will experiment with successful terms. After polling his creative directors, living legend David Ogligay has come up with the following qualities in a creative person.  Knows how to pick people's brains  Has a good sense of humour  It's not monotonous  Aspiring  Addictive student of advertisement, its past, and what works and what doesn't if you put in the effort.  Has a thorough understanding of the commodity. The product marketing pacts checklist that follows can be of great assistance to them. Patented information on identity trademarks, trade names, and product symbols..  Packaging: Sizes available, form, design kit, styling, colour, ipeetel product safety, and package label.  Research: What kind of product research does the organisation have?.  Performance: What does the product do and what is required of it, as opposed to how it operates or is manufactured.  Physical characteristics: What are its physical characteristics, such as colour, odour, taste, texture, and so on?  Effectiveness: The evidence of its quality and efficiency.  Product image: How do people perceive the product, and what do they like and dislike about it?.  Life span: How long will the product last?  Competitive information: Who are the rivals, and how does the product compare to thorn?  Manufacturing: How is it made, how long does it take, and how many steps are required?  History: When was it developed or invented, who launched it, have there been any product updates, and what other names has it had? 115 CU IDOL SELF LEARNING MATERIAL (SLM)

 Consumer need: How is the product used, are there many uses, how often is it purchased, who buys it, and why is it purchased?  Distribution: How widely is the product available, and are there any exclusive retailers? 7.4 STAGES OF AD CREATION There are three stages to the ad production process: 1. Idea Generation 2. Copy-writing 3. Layout 1. Idea generation 1. Orientation: Identifying the intent or goal of communication is the first step in the idea creation process; only then can a proper creative idea be determined. 2. Preparation: Collecting appropriate and necessary information is needed as part of the planning process. 3. Analysis: After the data has been gathered, it must be properly organised under various headings such as technological data, customer behaviour data, competitor data, and so on. 4. Ideation: Ideation is the process of generating actual ideas by experimenting with various combinations of facts and knowledge. 5. Incubation: After ideas have been created, they are set aside to incubate, or to allow the subconscious mind to work on them for a period of time. 6. Synthesis: By the time the team reaches this stage, it has a range of ideas. The emphasis at this point is on integrating these ideas and creating something substantial from them. 7. Evaluation: This step evaluates the various ideas produced in the previous steps. Here are the assessment parameters that were used. The criteria used for evaluation are described here. The idea should be: i) Corresponds to the contact goals. ii) Exclusive and worthy of attracting the viewer's interest.. iii) They're adaptable, so they can be modified or expanded to include other ads in the future. 2. Copy Writing In the field of advertising, the word \"copy\" has a particular meaning. The soul of every commercial is the copy. The written and spoken matter conveyed in phrases, sentences, and figures designed to communicate the desired message to the target audience is referred to as advertisement copy. The components of an ad-copy in print media are the headline, sub- headlines, graphics, slogans, and brand name. 116 CU IDOL SELF LEARNING MATERIAL (SLM)

Approaches to Copy Writing To write successful advertisement copy, a copywriter must answer the following questions: • What am I promoting? • To whom am I making an advertisement? • What is the most effective way for me to communicate the advertisement message to my readers? • Where and how is the commodity sold? • Where did you buy the product and how did you use it? • What are the ethical ramifications? 3. Layout A layout is a scale model of the upcoming commercial. A rough layout is first developed, with the headline and subheads lettered in artwork, photographs drawn or given, and the placement of various ad-copy elements indicated. To prepare the final layout, the rough layout is checked and updated. To provide a detailed view, the final layout is appended with several examples and mechanical designs. It refers to requirements for cost estimation, engraver instructions, and advertiser blueprints. In one sense, it refers to the overall presentation of the advertisement – its design and arrangement of its elements; in another, it refers to the physical rendering of the advertisement's design – its blueprint for production purposes. Functions of the Layout • It brings all of the elements together. • It brings copywriters and art directors together. • It allows the advertiser to see what his future advertisement would look like. • It serves as a reference for copy specialists. 7.5 BROAD AREAS OF AD CREATION STAGES Copy Copy refers to written content that will be typeset for broadcast advertisements in print media. The term \"copy\" is used because it only contains the promotional message in terms that can be printed properly. In fact, the term advertising message now has the connection of what is communicated by the entire ad rather than the word messages of headlines, sub heads and the body copy. 117 CU IDOL SELF LEARNING MATERIAL (SLM)

7.5.1 DIFFERENT TYPES OF COPY One of the most important aspects of creating an advertising is copywriting. Copies may be published in a variety of ways, like the illustrations below. Copies of scientific papers The technical requirements of a product are explained in this copy. A scientific copy is used in Saffola, a low cholesterol edible oil.  Descriptive copy The product attributes are defined in a non-technical manner. Milly from Marlex, for example, is a flour mill for the kitchen.  Topical Copy Topical copy is described as copy that is incorporated with a recent happening V or case. Political affairs, national sports, international events, and parliament news are often used in advertisement copy, and many commercials are used these days. Sachin Tendulkar, Osama Bin Laden, Amitabh Bachchan, and Bill Clinton are some of the most famous cricketers in the world.  Endorsement copy A product is endorsed by an opinion leader with a broad following of these copies. Televisions, chocolate, tyres, textiles, soft drinks, toilet soaps, and other products are often promoted by celebrities.  Questioning Copy Several questions are posed in this copy to emphasise a specific quality. This form of questionnaire will ask whether a grown man's clothes can only cover his body or expose his mind.  Prestige Copy The product is not advertised explicitly. The copy is used to create a visual image. A good example is Raymonds Shirtings' personal power commercial.  Reason Why Copy It's called an explanatory copy because it explains why you're buying anything.  Human Interest Copy Rather than appealing to the intellect and judgement, it appeals to the emotions and senses. In this form of copy, sympathy, anxiety, bonus, interest, and other emotional appeals such as appeals to the senses of sight hearing touch taste, and smell are used.  Humours Copy It takes advantage of people's sense of humour.  Fear Copy It appeals to people's fear of losing their lives, assets, and other possessions. This type of advertisement copy should be drawn with care..  Story Copy In such a copy, a storey is told in an engaging way in order to leave an impact on people's minds about the product.  Predicament Copy The other three types of human interest copies typically overlap with predicarrlent copy. 118 CU IDOL SELF LEARNING MATERIAL (SLM)

 Colloquial Copy The conversational copy conveys the message in a conversational manner. The style of such copy is that of a personal conversation or an eyewitness account.  Personality Copy This copy tries to encase a real or imagined personality's opinion on the product. Almost always, such a copy includes a certificate or a testimonial from such a powerful individual.  Educational Copy The copy is intended to inform the general public about the product's features. In comparison to other products in the same product category, this commercial copy depicts the product's unique features. The aim of this form of copy is to keep or raise demand, or to make it permanent. 7.5.2 MEANING OF COPY WRITING Copywriting is the art of selecting the appropriate words and arranging them in an effective manner to promote a business, product, service, concept, or individual. The choice of words and how they are presented is primarily determined by the medium by which they are intended to be communicated. The script will differ depending on whether it is for a newspaper, magazine, hoarding, radio, television, or the internet. Regardless of the medium, the aim of copywriting is the same: to persuade people to buy something. Enlargement As a result, it should be convincing enough to catch the reader's attention right away. 7.5.3 ELEMENTS OF COPYWRITING FOR PRINT ADVERTISING The headlines, graphics, subheads, body copy, slogans, seals, logotypes, and signatures are the main format elements of print advertisements. Floppy writers will correlate the headline, Visual, and subheads, body copy, slogans, and seals. The reputation and desire are handled by logo styles and body copy, while the action stage is handled by the logo, slogan, and signature block. The following are the most important aspects of copywriting. Headlines The terms in the advertisement's leading role are the ones that will be read first and are positioned to attract the most publicity.  Role of Headlines As the advertiser tells the prospect, the headlines are the most important thing. It clarifies or expands on the image, and then instantly establishes the advertiser's role in that person's mind. The headlines convey the whole selling concept. Thesis Statements HgaHlinos aid in 119 CU IDOL SELF LEARNING MATERIAL (SLM)

the elicitation of a recognition response, which helps to strengthen brand recognition and preference. Finally, product news should be presented in the headlines. Consumers are on the lookout for new products, new applications for old products, and enhancements to existing products.  Types of Headlines  Label Headlines: A label headline describes the product's name, for example. These types of headlines do not inspire readers. When a prior interest in the article has already been developed, it is usually used.  Selective Headlines: A selective headline attracts customers by appealing to those who are interested in the commodity. It filters out all other readers who aren't interested in the product, such as Attention Importers. Depending on the promotional campaign, copywriters use a variety of headlines. Benefits, news, provocative, challenge, and opinions are all types of details that can be found in headlines. A query headline poses a question to readers, asking them to look for the answer in the body of the adjoining advertisement. Since a command headline instructs the reader to take action, it will seem negative. Readers, on the other hand, pay attention to such headlines. Many headline forms can be mixed quickly. However, the way a headline is used is more critical than the type of headline used.  Subheads: A subhead is a smaller headline that may appear above or below the main headline. A kicker, a subhead above the caption, is often highlighted. Subheads can also be found in the body copy. Subheads are usually smaller than headlines but larger than body copy or text. Subheads are critical for two reasons: most people just read the headline and subheads, and subheads are the best way to support the interest stage.  Body Copy: The body copy includes interest, reputation, desire, and, in some cases, action measures. Body copy is a logical continuation of the headline and subheads, set in smaller type. It covers the product or service's attributes, advantages, and utility. o Body Copy Styles Experienced copywriters search for the approach and style that will help sell the concept most effectively. Straight sale, institutional, narration, dialogue monologue, picture caption, and device are all common copy types. Rather than emphasising product features, advertisers use institutional copy to support an ideology or extol the virtues of an organisation. To say a storey, copywriters use narrative copy. Narrative copy is ideal for the creative writer because it creates a situation and then resolves it at the last minute by bringing the product or service to our aid. The copywriter can use system copy to increase focus, interest, and memorability in any copy style. Figures of voice, humour, and exaggeration are all used in device 120 CU IDOL SELF LEARNING MATERIAL (SLM)

copy. Verbal devices help people remember the brand and have a positive effect on attitude.. o Formulating Body Copy Simplicity, order, integrity, and clarity are the four pillars of good body copy. Long copy ads are made up of four simple format elements: the lead in paragraph, interior paragraphs, trial close, and close.  Lead in paragraph: The lead in paragraph serves as a link between the headline and the text's sales ideas.  Interior paragraphs: Develop reputation by presenting evidence for statements and promises, and create desire by using language that piques the reader's interest..  Trial close: As the trial draws to a close, there should be recommendations to take action now strewn across the document. The trial's conclusion allows them to make an early purchase decision.  Close: The action step is the near. A good close asks customers to do something and then explains how to do it. It's possible to have a company reply card or a toll-free phone number. It's possible for the near to be direct or indirect. A director close is looking for a quick answer, such as a purchase, a store visit, or a request for more details..  Slogans: They offer continuity to a campaign's sequence of advertisements and they reduce an advertising message strategy to a short, repeatable, and memorable positioning statement. Seals, logotypes, and signatures are special designs of the advertiser's company or product name. A seal is awarded only when a product meets the requirements set by a specific organisation; logotypes and signatures are special designs of the advertiser's company or product name.. 7.5.4 LAYOUT Before the commercial is sent out for manufacturing, the designing activity includes putting all of the pieces together. A preliminary layout may be in an incomplete state, or a comprehensive layout can be a very thorough specification of all aspects of the production specifications. The layout decision is based on the agency's confidence in the supplier firms. For a considerable amount of imagination, several agencies chose to submit only preliminary layouts. 121 CU IDOL SELF LEARNING MATERIAL (SLM)

Layout is the process of deciding how the various components of the headline, illustration, copy, and identification marks will be organised and placed on the website. When creating a print layout, there are five factors to remember. To achieve a pleasing distribution or visual impression, balance the arrangement of elements. To increase the importance of your focus, use contrasting sizes, forms, densities, and colours. Calculate the distance between objects and the context in which they appear, as well as the distance between them and ooch cither. Shift your gaze to the headline. Marks for illustration, copy, and identification To develop unity of thinking, presentation, and design in the layout, the qualities of balance, contrast, proportion, and gaze motion should be combined. Stephen Baker, an art director, distinguishes between arranging objects on a website and visualising an idea when it comes to designing. He claims that the former is a designer's or layout man's achievement because his intuitive sense of shape, harmony, and colour is completely utilised. Presenting the clearest visual interpretation, on the other hand, necessitates a deep desire to connect with the viewer, a flair for the dramatic, the ability to think in pictorial terms, often known as visual sense, and, perhaps most importantly, a solid understanding of the advertiser's target.  Picture window: A large image or illustration with closely edited copy that fits into the limited amount of space available.  MondriaN: divides space into a sequence of sharply defined rectangles or uniformly sized boxes.  Type specimen: these have a wide type size and no illustrations.  Lots of copy, no illustrations; depend on words primarily.  Frame the copy with artwork or illustrative content.  These are multi-paneled and resemble comic strips.  Multi-panel circus with even more elements. The storyboard is the concept of a television commercial; it can be created in a very basic manner, with only artist sketches and provocative copy included. The quality of the camera shots and camera gestures, the volume and style of music, and so on would be indicated by the copy art team making a TV commercial. 7.5.5 VARIOUS STEPS IN THE LAYOUT The layout's different steps reflect the progression from visualisation to final artwork, which is ready to be sent to production. The basic elements of a good layout are as follows: Balance 122 CU IDOL SELF LEARNING MATERIAL (SLM)

Weight distribution can be used to describe balance. It has to do with the optical centre of an advertising in terms of composition. The optical centre is the location that the eye identifies as the area's influence. Proportion Proportion is related to equilibrium, but it is mainly concerned with space division. Movement This is the product of early exposure to a specific type of script. Western and Devanagri script readers are accustomed to scanning the reading content from left to right and then from top to bottom. Unity The word unity refers to the unification of the layout. When the elements are linked by the use of the same simple shapes. Mood Sizes, textures, colours, illustration, and type all help to set the tone for the advertisement. To achieve the desired harmony and mood, it is best to choose types from the same family. Photography. Immediacy, live action, pace, empathy, association, and versatility are all created by images in advertising. People, animals, flowers, monuments, birds, artefacts, and other subjects are depicted in the photographs. Professional photography is a specialised discipline, and agencies typically have photographers on their panel who specialise in various fields such as fashion, nature, profiles, table top, business, baby, and so on. Drawings A number of techniques are used in producing drawings. Some of these include the following Line Drawings All is crisp, precise, and in black and white, with no grey or colours. Cdiluuus is beautifully drawn as a line drawing. Wash Drawings. Wash Drawings are a form of illustration that uses tones and shades and can come in one or more colours. Scratch broad, acrylic, tempera, and water colour techniques are among the other styles.. Colour Psychology Aside from elegance and uniqueness, colour adds realism. The right colour combination gives the advertisement a touch of magic. Some researchers believe that people's reactions to colour are influenced by their ethnicity and culture. 123 CU IDOL SELF LEARNING MATERIAL (SLM)

7.6 TYPES OF TELEVISION COMMERCIALS Different forms of television advertisements can be created by combining audio and visual elements, just like a storey can be told in a variety of ways. The plot itself, the dilemma to be solved, or the central character can all be highlighted. It is possible to distinguish between the different types of structures. A advertisement that tells a storey is called a storyline. It is a straightforward, step-by-step unfolding of a message.  A dilemma solution shows the audience a problem that needs to be solved. The most well-known and commonly recognised example of a television commercial.  Chronology conveys the message through a sequence of interconnected scenes, each one building on the previous.  Visual effects No strong structural pattern aims for, and often achieves, memorability through the use of a striking unit.  Product testimonials are provided by well-known celebrities or an anonymous man on the street.  Satire is a commercial that employs sophisticated wit to highlight human foibles, usually in an exaggerated manner.  Spokesperson: An on-camera announcer who essentially speaks. The conversation may be a hard sell or a more personal, intimate sell.  Demonstration is a technique for demonstrating the usefulness of a commodity that is often used in tyre advertisements.  The suspense leading up to the final resolution is amplified.  A snippet of existence A variant on problem solving, it starts with an individual nearing the discovery of a solution to a problem.  Analogy uses an unrelated example and then tries to link it to the product message.  Fantasy uses caricatures or special effects to construct a fantasy of a product or a product's use of the Jolly Green Giant and the White Knight.  Personality is a technological variant of the on-camera spokesman or announcer, with a direct sell structure. The message is delivered by an actor or actress rather than an announcer.  Of course, these systems are not mutually exclusive; rather, they serve as focal points for study, development, and research. The other six categories are all more emotional in nature and can be differentiated by whether the emotion arousing ability or characterization used is related to the source or the message. 124 CU IDOL SELF LEARNING MATERIAL (SLM)

The primary goal would be to increase emotional arousal, with the focus on whether the desired emotion was elicited in the target consumer. 7.7 THE STAGES OF ADVERTISING DESIGN PROCESS The design process acts as an innovative and approval process at the same time. Thumbnails, roughs, dummies, and comprehensives, or non-final art, are used by the artist to create the ad's look and feel throughout the creative process. Throughout the design process, the approval process takes place. Thumbnail sketches The thumbnail sketch, also known as a thumbnail, is a brief, scribbled drawing that an artist uses to visualise layout ideas without spending time on information. Rough layout The artist draws to the actual scale of the tiled in a rough. The final form design, illustrations, and other elements are suggested by the headlines and subheads. Comprehensive The detailed layout, also known as a comp, is a highly polished replica of the final advertisement. A competition is usually elaborate, with elaborate, coloured frames, press-on- learning, and so on. Dumm A dummy simulates the look and sound of brochures, multipage materials, and other handheld materials. A brochure dummy, for example, is assembled page by page to look exactly like the final product. Mechanical paste up The type and visuals must be placed precisely in order for the printer to reproduce them. Some agencies, on the other hand, continue to use traditional mechanica, in which black type and line art are pasted in place on a white art board called a paste up to indicate the Rue and colour placement. Printers refer to mechanical or pasteup art as camera ready art, which can be exchanged for ink and paper. However, as you progress from ideas to mechanicals to printing, the scope expands tenfold. Approval The copywriter's and art director's work must always be approved. The most difficult aspect of acceptance is preventing approvers from tampering with the style of the advertisement. The creative team strives to create a consistent look. 125 CU IDOL SELF LEARNING MATERIAL (SLM)

7.8 TYPOGRAPHY Typography is the art of choosing typefaces from hundreds of options, blending them together, and preparing copy for typesetting. Typography is another area that needs to be carefully considered, especially in print advertising material. Type styles are chosen with the campaign's objectives and strategy in mind. Types are divided into two categories: show type and text type. Type groups There are thousands of typefaces to choose from, and type designers are constantly creating new ones. However, not every printing house carries all of the options. Type measurement The word refers to the letter's vertical measurement, which includes not only the letter's body but also its ascenders and descenders. Criteria for selecting type Some of the parameters used to choose form include balance, harmony, movement, clarity, and simplicity. 7.9 ROLE OF ART IN CREATING PRINT ADVERTISING The art director and graphic designer select and structure the creative elements of an advertisement by design. A designer creates a style by selecting specific artistic elements and combining them in a creative way to convey a thought ecimagc. First and foremost, the photograph's sheer scale draws focus. The copy is formatted in a clean, easy-to-read manner with plenty of white space. Initial layouts of the ad design may be created by a group of designers working under the supervision of the art director. 7.10 PRINT PRODUCTION PROCESS The first phase, preproduction, starts when the creative department sends the production department authorised creative concepts in rough or detailed layout and copy. The production manager determines when and phase of the work must be completed by working backwards from the publication deadlines. Typography and copy casting 126 CU IDOL SELF LEARNING MATERIAL (SLM)

Art directors choose typefaces that complement the sound of the advertisement while enhancing the product's desired personality. Advertising designers must understand the five main type families, as well as the artistic differences within each family and the structure of type. When choosing form, they should think about four things: readability, appropriateness, harmony or appearance, and focus. Artists who intend to purchase type outside of the studio must copy cast or copy suit the total block of space the type would take up in relation to the letter size and proportions of the typeface. 1. Planning the job The overarching goal of preproduction is to thoroughly prepare the job. The production manager must determine early on if speed, efficiency, or economy are more important for a specific project. In most cases, the manager will have to choose between the three.  The Production Phase Creating the Artwork Setting up the artwork and typesetting, as well as ancillary functions like illustration in photography, are all part of the development process. Then, for the printer or publisher, combining all of these elements into a final tangible type.  Preparing mechanicals The production artist usually starts by laying out a grid on which to lay the form and art for an ad, brochure, or box. The production artist then decides the typeface style and size for the text and enters this information into the machine alongside the copy. To have layers of art that can be replicated, the art elements must be correctly placed in the artwork. This method is simple to carry out on a computer. The various works of art assigned to a layer are given names by the operator and can be printed as separate film negatives or paper positive images as required. 2. Camera ready art and halftones The production artist follows this printing concept by using line art, which is black and white artwork, and converting grey images to halftones, which is a type of line art.  Line art: The pictures on standard photographic paper are in continuous tones of black and white, with shades of grey in between. Gray, on the other hand, cannot be printed on a printing press. A line film is created by photographing the art work in its natural state.  Halftone screens: Halftone screens print dots, while line plates print lines and solid areas (such as type). When printed, the dots create an optical illusion of shading, 127 CU IDOL SELF LEARNING MATERIAL (SLM)

similar to that seen in a photograph. The accuracy of the image is determined by the halftone screen's fineness.  The Prepares Phase: Stripping, Negs, and Plates The printer creates a plate from the base art as well as one from each inventory during the prepares process. The numerous layers of line art and halftones are converted to film negatives, which are meticulously assembled in perfect registration using a method known as stripping onto opaque plastic sheets known as flats. As a result, some parts of the plate can retain ink while others can't. The plates are “hung” on the press until they have dried and are ready to print. Printing in colour One colour may be printed at a time on a printing plate. A three-color job is when an advertiser wants to print an ad or brochure in blue, green, and black. Four-colour separations To make a set of four-color plates, you'll need four halftone negatives: one for yellow, magenta, cyan, and black, and one for each of the other colours. The collection is known as the colour separation since each of the resulting negatives is black and white. Most colour separations were achieved with a photographic process until recently. And instead of the hours or days traditionally needed for camera work and hand etching, all of this can be completed in a matter of minutes.. The Duplication and Distribution Phase: Printing, Binding, and Shipping The printing, proofing, and finishing stages of drying, cutting, binding, and shipping are all included in the final phase of the print production process. The press run The press is started and stopped several times to correct the orientation of the image on the paper after the paper, plates, and ink have been prepared. Finishing The ink must dry after each piece has been printed. The excess paper is then removed with the help of massive cutting machines. Bindery for two- and three-hole drilling, wire stapling, and folding may be the final stage. 7.11 SUMMARY  The ability to generate useful ideas, originality, innovation, or the ability to join two or more elements to form a new unity or function are all examples of creativity in aesthetic terms. 128 CU IDOL SELF LEARNING MATERIAL (SLM)

 Copywriting is the art of selecting the appropriate words and organising them in an effective manner to promote a business, product, service, concept, or individual.  The headlines are the words that appear first in the commercial and are placed in a prominent position to attract the most publicity.  As the advertiser tells the prospect, the headlines are the most important thing. It clarifies or expands on the image, and then instantly establishes the advertiser's role in the viewer's mind.  Subheads are usually smaller than headlines but larger than body copy or text. Subheads are critical for two reasons: most people just read the headline and subheads, and subheads are the best way to support the interest stage. 7.12 KEYWORDS • Advertising: Ingenuity significantly enhances the duty to educate. • Gathering: relevant and appropriate information is essential for preparation. • Ideation: Ideation is the process of generating actual ideas by experimenting with various combinations of facts and details. • Copy: refers to written content that will be typeset for television advertisements in print media. • Topical Copy: It is said to be topical copy when the copy is integrated with a recent happening V or case. 7.13 LEARNING ACTIVITY Create an AD of your own product by using the three stages of creativity. ___________________________________________________________________________ ___________________________________________________________________________ ___________________. 7.14 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. What is creativity? 2. List the various steps of creative process. 3. What are the various uses of layouts? 129 CU IDOL SELF LEARNING MATERIAL (SLM)

4. What is topography? 5. Mention the three importance of creativity in advertising 6. Enlist the various elements of copywriting for print advertising. 7. What is meant by headlines? 8. Explain the various types of headlines. Long Questions 1. Describe the various steps of creative process. 2. Discuss the various uses of layouts? 3. Explain the various steps in the layout. 4. Describe the classes of typography. 5. Explain the importance of creativity in advertising? 6. Enlist the various elements of copywriting for print advertising. 7. Explain the role of headlines? 8. What is the role of ART in creating print advertising? B. Multiple choice Questions 1. The medium on which U.S. advertisers spend the most money each year is________. a. Radio. b. Magazines. c. Newspapers. d. Television 2. The first thing a reader notices in a printed advertising is _______ a. Headline b. Illustration c. Copy d. Format 3. A copywriter is a person who_______ 130 a. Writing text for an ad b. Copying text from other ads CU IDOL SELF LEARNING MATERIAL (SLM)

c. Editing the raw text d. Making an ad meaningful 4. ________is a specialized field of marketing research that determines an ad’s effectiveness based on consumer responses, feedback, and behavior a. Copy tasting b. Copy testing c. Feedback analysis d. Response Analysis 5._____ may be defined as a matter of weight distribution. a. Balance b. Proportion c. Moment d. Unity Answers 1. (d) 2. (b) 3. (a) 4.(b) 5.(a) 7.15 REFERENCES Reference Books:  R1, Hard, Norman. The Practice of Advertising Oxford, Butterworth Heinemann, 1995  R2, Kleppner, Otto. Advertising Procedure. Englewood Gill’s, New Jersey, Prentice Hall Inc., 1986 Textbooks:  T1, Aaker, David A. etc. Advertising Management. 4 ‘First Edition, New Delhi, Prentice Hall of India, 1985.   T2, Belch, George E. and Belch Michael A. Introduction to Advertising and Promotion. 3rd ed. Chicago. Irwin, 1995. 131 CU IDOL SELF LEARNING MATERIAL (SLM)

132 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT 8: DETERMINATION OF TARGET AUDIENCE Structure 8.0 Learning Objectives 8.1 Introduction 8.2 Meaning 8.3 Determining the Target Audience 8.4 Strategies for reaching Target Audience 8.5 Tactics to find the Target Audience 8.6 Summary 8.7 Keywords 8.8 Learning Activity 8.9 Unit End Questions 8.10 References 8.0 LEARNING OBJECTIVES After studying this unit, students will be able to:  Explain the concept of target audience  Explain the determination of target audience  Discuss the strategies for reaching target audience  Describe the tactics to find the target audience 8.1 INTRODUCTION The targeted audience or readership of a newsletter, advertising, or other message catered directly to said intended audience is referred to as a target audience. It is a specific category of customers within a predetermined target market who are known as the targets or beneficiaries of a particular advertisement or message in marketing and advertising. Businesses with a broad target market will concentrate on a particular target group for such messages, such as The Body Shop's Mother's Day ads, which were targeted at women's 133

children and spouses rather than the whole market, which would have included the women themselves. A target audience is made up of the same variables as a target market, but it is more specific and more sensitive to outside influences. The promotion of the USDA's food guide, which was designed to cater to young people aged 2 to 18, is an example of this. Nutritional needs of rising children, children's awareness and attitudes about nutrition, and other specialised specifics were among the variables they had to consider outside of the traditional marketing mix. This narrowed their target market and allowed them to concentrate on a particular demographic. The target market can be narrowed down to details such as'men aged 20–30 years old, living in Auckland, New Zealand' rather than'men aged 20–30 years old, living in Auckland, New Zealand.' However, just because a target audience is specialised doesn't mean the message being conveyed won't be interesting to and heard by people who aren't in that category. Failures to reach a particular audience may also occur when information is delivered incorrectly. A failed campaign's side effects, such as a campaign backfire and 'demerit products,' are popular. Demerit products have a negative social view and suffer the consequences of their reputation being at odds with widely held social values. 8.2 MEANING Individuals or groups of people to whom you market your goods or services. Age, gender, income, education, and location are some of the behavioural and demographic characteristics that can be used to define it. When you use target groups, you're focusing on people who will eventually see your marketing posts, not on platforms where advertisements will be shown. 8.3 DETERMINING THE TARGET AUDIENCE If a marketing campaign is to be effective, it must first identify and understand its target audience. It enables a company to tailor its goods or services to the wants and needs of its consumers in order to increase sales and thereby revenue. A effective marketing strategy interacts with customers on a personal level, allowing the company to build long-term customer relationships. Not every customer is the same. In order to ensure a return on investment, it is important to identify the target demographic in order to reach loyal and high-profit customers. Marketing managers should remember the three key general aspects of target audience grouping when determining the brand's target audience: demographics, psychographics, and customer lifestyle. 134

To figure out who their target market is, the company must first figure out what problem their product or service solves, or what need or desire it satisfies. The problem must be one that customers are conscious of and willing to help solve. A shortage of inexpensive air-conditioning units, for example, may be an issue. Consumers who couldn't afford the other air-conditioning systems will see this as a solution to the issue and will buy the new units if a company enters the air-conditioning unit market and sells their units at a low price. By looking at similar companies or business ideas, you can figure out what problem the company solves. If the search is unsuccessful, the company still has an issue to address. Demographic information Market demographic information includes statistics such as gender, race, income, education, and marital status. Demographic data is essential to a company because it provides a basic background of the consumers the company wants to target with its marketing campaign. This enables them to judge on a simple level how to interact efficiently with the target group they've found. Demographics are important because they establish who the company would be targeting (Sherlock, 2014). Demographics is statistical data that does not require in-depth research to provide a response, so a company can collect data using quantitative methods. This small method would provide a predictive approach to determining the target audience. Psychographic information Psychographics is the study of how different market segment groups make decisions about an ideology, individual, or product based on sociological, psychological, and anthropological factors, as well as consumer behaviour, style of living, and self-concept. By studying the more personal aspects of the customer's lifestyle and thought patterns in order to gain an understanding of their tastes, the company may use psychographic information to gain a better understanding of the consumer segments they wish to target. Financials, preferences, hobbies, and lifestyle will all be filtered by the company in order to build a target demographic that will, in principle, be accessible to the product and engage with the company through a marketing campaign targeted at them. Behavioural information Consumer behaviour encompasses the process of making a purchase, the factors that affect their decision, the reasons for which they use the purchased item, and their reactions and attitudes toward the product. According to Cheng et al., business messages influence customer behaviour, which in turn influences their attitudes toward brands and goods, and eventually what products they want to buy. A company must look at customer behaviour patterns when deciding their target audience. Online purchases instead of in-store purchases, or modern consumers buying a new smartphone every year, are examples of behavioural 135

patterns. They could then choose a segment of customers whose behaviour is consistent with the product's functionality and intent as the target audience for a marketing campaign. Businesses can identify target buyers because their behavioural signs suggest that there is a market for the product. Their hobbies, interests, and previous buying activity provide a foundation for the company's marketing strategy. Geographic information Geographic knowledge refers to where a customer is situated, and it is crucial to a company's target audience determination. This is due to the fact that consumers in various geographic areas can face various factors that affect their purchasing decisions. This may include a variety of factors such as resources, cultures, and climates, all of which can cause their attitudes, psychographic knowledge, and influences to vary from those in the same demographic but living in different areas. A city or area with a strong drinking culture, for example, will see high liquor sales, while a city or area with a minimal drinking culture will see low liquor sales. Consumers in each nation are of the same demographic, but their purchasing decisions vary due to the cultural impact of the geographical region. Males aged 35–40 who live in the United States and have a university-level degree (demographic), are a sociable extrovert from a top-middle economic class and live an active lifestyle (psychographic), live in Nashville, Tennessee (geographic), and make small and regular transactions without considering the product's brand are examples of a basic customer profile (behavioural). With this profile, the company will be able to customise their marketing strategy to target particular customers. There are numerous methods for gathering demographic, psychographic, spatial, and behavioural data. Quantitative methods, such as surveys and questionnaires, are statistical processes, while qualitative methods, such as focus groups or detailed interviews, are in- depth approaches. When a company is planning a marketing campaign, the various facets of customers are all important, since the information gathered will decide what the most lucrative target market for the campaign is, as well as how to reach this market. The company should also look at its rivals and see what processes they are using to solve the problem and which customers they are aiming for. This will allow the company to determine the type of customer they will be targeting and the most effective way to interact with them. This knowledge will be used to help the company stand out from the competition and gain a competitive edge once the marketing campaign gets underway. Following the identification of the target audience, the company must develop campaign content that can resonate and efficiently engage with the customer. Tracie Sherlock stresses 136

the importance of high-quality content when it comes to reaching out to customers, as 92 percent of marketers believe that high-level content is valuable for a campaign. This high level of content would allow customers to communicate with the company on a more personal level, contributing to a successful dialogue process between the company and the target audience, as well as input from the target audience to the company. After collecting information from customers about their demographic, psychographic, geographic, and behavioural circumstances, the company can analyse the information and use it to create a rough target audience. This can be fine-tuned by looking at rivals' processes and goals, enabling the company to create a more segmented target market. The segmented target audience can then be distilled into a simple focus about which customers the company is targeting, resulting in a marketing campaign's particular target audience. Lifestyle A consumer's personality and values are closely linked to their lifestyle, which is described as \"a person's pattern of behaviour.\" Customers' shopping habits and product preferences also shape their lifestyle. This provides advertisers with insight into the lifestyles of their customers. Activities, desires, and views are the three primary parts that make up a lifestyle (AIO). If a marketer can perform lifestyle research based on past buying habits, they will have a better understanding of AIOs and will be able to identify target markets more effectively. 8.4 STRATEGIES FOR REACHING TARGET AUDIENCE Reaching a target audience is a multi-step process that begins with the selection of the target market's sector. A comprehensive media strategy, which includes several factors in order to achieve an effective campaign, is required for a successful appeal to a target audience. What separates target markets from target audiences is how they use media. While business tactics are used to advertise to target customers, the use of ads and other media resources allows marketing to target audiences a more efficient way of appealing to a specific group of people. The success of a target consumer campaign is determined by how well the organisation understands its target group, which may include information such as behaviour, benefits, cultural differences, and social expectations. Failure to recognise these patterns will result in advertisements being aimed at the wrong markets, resulting in a financial loss or no change at all. Chef Boyardee, who planned a campaign to cater to teenage boys, the product's biggest buyers, was an example of this form of failure. 137

What they hadn't considered, though, was that the purchasers of their products could not be the same as the buyers, which was the case in this case, as mothers were the primary purchasers, despite the fact that the commodity was consumed by the boys. A comprehensive media plan, which cannot be contained in a simplified target market strategy, considers factors like these in greater depth. Following through with a publicity campaign necessitates commitment at any point and consideration of a variety of factors. These are mentioned in order:: • Objectives • Different types of media • Media strategies • Cars for the media • Units of media • Timetable for the media • Ads in the media • Logistics for the media • Preparedness plans • Create a calendar • Marketing strategy and budget. To achieve outright success in a campaign, you'll need a carefully followed, organised, and executed media strategy. As a result, ignoring all of the variables will result in a miscommunication with customers and, as a result, a failure to effectively reach the entire target audience. Effective marketing entails determining the right target audience and implementing the best marketing plan to reach and influence them. The following are four popular business targeting strategies:  Undifferentiated (mass) marketing,  Differentiated (segmented) marketing,  Concentrated (niche) marketing, and  Lastly micro (local or individual) marketing. 138

Undifferentiated marketing Undifferentiated (mass) marketing is a technique for capturing a broad audience rather than concentrating on the discrepancies between segments. In order to develop a marketing campaign that would cater to the largest number of purchases, a company will usually plan one product line and concentrate on what customer requests are most frequent. This technique, which often employs mass distribution and advertisement to aid in the creation of a commendable commodity, is also one of the most cost-effective. The lack of segmented market analysis and planning, as well as the limited product line and undifferentiated advertising programme, all lead to keeping costs down. Many people doubt this approach because of the fierce rivalry and the challenge of making a product that appeals to the majority of customers. Differentiated marketing When a company uses a differentiated (segmented) marketing plan, it creates different versions of its product for different segments of the audience. V energy drinks, for example, offers a wide variety of items, including V standard, V sugar free, V zero, and V double espresso. Customers typically gain goods that are more tailored to their needs by using this marketing technique, which increases brand recognition and encourages repeat purchases. Unfortunately, this approach is not cost efficient and necessitates a significant amount of research and development, as well as a wide variety of promotional activities tailored to each individual product. But, as compared to those that use an undifferentiated marketing strategy, this strategy also generates more sales. When contemplating this strategy, it's important to weigh the benefits of increased revenue against the costs of increased costs. Concentrated marketing Niche (targeted) marketing is a form of marketing that focuses on a specific group of people \"A company's market coverage strategy is to go after a large share of one or a few sub- markets.” Companies may use this strategy to establish a strong market position without resorting to mass manufacturing, distribution, or advertisement. This technique is typically advantageous since it involves little competition. Since they are more oriented on the segmentation's needs and credibility, a company may obtain a better understanding of their specific segment. Many companies using this technique are now setting up shop on the internet, not just because it is more cost effective, but also because it helps them to become more identifiable. Micro-marketing As compared to an undifferentiated marketing strategy, a micro-marketing strategy (local or individual) targets a very specific audience. In general, a company that employs this approach will tailor its product and marketing strategy to meet the needs of various consumer segments and niches. The real-estate industry is a good example of this, as the aim is often to decide what sort of house the client is looking for. Local and person marketing are also included in 139

micromarketing. Because of the customization and lack of economies of scale, this approach can be expensive.  Local marketing The importance of local marketing cannot be overstated \"Brands and promotions are tailored to the needs and desires of local consumer groups, towns, neighbourhoods, and even individual stores.” This method of marketing has its challenges, particularly in terms of manufacturing and marketing costs, as well as meeting the varied requirements for each market location and brand image familiarity. These barriers are regularly overcome by new developing technologies and fragmented markets.  Individual marketing Individual marketing refers to products and marketing campaigns that cater to the specific needs of individual consumers. Coca-Cola is an example of this, since it allows consumers to personalise their Coke cans by printing their name or other text on the can packaging. Despite the additional costs to the company, allowing customers to develop and produce a product that meets their specific needs will increase consumer satisfaction and loyalty. It's also a way for the company to differentiate itself from its rivals. 8.5 TACTICS TO FIND THE TARGET AUDIENCE We started trying to figure out who our target audience was even before CoSchedule launched. Here are some of the methods and strategies we use to keep our knowledge sharp. There were a total of 13 methods for locating the target audience. The following are the details: 1. Create Reader Personas We came up with a few Lean UX-style user personas during an early planning meeting to help us solve issues that our CoSchedule users really wanted to solve. This was done as a group exercise and was extremely beneficial to our operation. In retrospect, we weren't always correct on what our users cared about, but it was a strong foundation on which to build. We now regularly recommend creating reader personas for your own blog. These reader personas are designed to capture the true motives and interests of your readers. You'll be able to help locate your target group when the time comes if you can identify them. 140

The first step in visualising the audience as you write is to create an audience persona. When you visualise an individual, you can better tailor your content to them. The person reading your content would always feel as though you are speaking directly to them if you follow this writing technique. What you need to remember is as follows: These specifics are covered by a fantastic audience persona: • Who are you? • What is it? • In the event that • What is the location? • What is the reason for this? Any aspect necessitates specific details. If at all possible, include items such as: • Sexual orientation • Individuality • Life in the family • Role title • Job Aim • The employer • The location • Earnings • Requirements • Points of discomfort • Obstacles Main Takeaways: 1. Create audience personas so you can imagine who you're writing about while you're writing. This doesn't have to be complicated; it's just a tool to help you concentrate your content on the most important messages. 141

2. Take a piece of paper and write down who, what, and where the marketing target group is located. Find a picture of the persona you're writing about on a stock image website or Pinterest. Having a visual representation of who you're writing about can help you \"talk\" to them directly through your material. 3. You are more likely to turn readers into consumers if they feel as if you are listening directly to them and their issues. 2. Conduct User Surveys Regularly On a daily basis, we perform user surveys about our product using a free tool called Survey.io. The survey will be sent to anyone who signs up for a CoSchedule account. This has been a fantastic platform for keeping an eye on what our users are thinking. We will use this information to gain a better understanding of our target audience. A survey is just as successful as the information it provides. Here are a few pointers to help you make yours more useful: • Determine what you hope to gain from each issue. • Keep questions short and simple to respond to. This will increase the likelihood of people finishing it. • Consider whether or not to offer a prize for completing a survey. They could make it easier to get more people to participate. However, some people can only answer in order to receive a reward. 3. Use Google Analytics If you know where to look in Google Analytics, you will find a wealth of information about your audience. In this article, Julie Neidlinger delves into this topic in depth. She also created an easy-to-use dashboard that anyone can add to their Google Analytics account to get these stats right away. 4. Find Your Target Audience On Facebook With Facebook Insights Every Page owner on Facebook has access to a powerful collection of insights (analytics) that they can use at any time. You can easily decide the demographics of your most active users and the topics that they have in common by going to this page. 142

5. Find Your Target Audience On Twitter By Connecting To Your Twitter Followers Dashboard If you sign up for a Twitter Ads account, you'll also have access to an excellent followers dashboard. This dashboard does an excellent job of letting you know what your followers are interested in, specifically by listing popular topics and Twitter accounts shared by your followers. This is extremely useful data that goes far beyond simple demographics. 6. Run An Annual Audience Survey Michael Hyatt, a writer, conducts a survey of his blog readers every year to keep track of who they are and what they want to hear about on his site. After compiling the survey results, Michael shares his findings with his followers, which often sparks a lively debate that serves to both affirm and refute his conclusions. This is a constructive approach to gaining a better understanding of the target market. It's so fine, in reality, that we use a similar approach for our own Better Marketer Survey every year. 7. Monitor Your Social Activity Which social media platforms do your readers prefer to use to share your content? This small piece of information will reveal a great deal about what they like and want to learn about. In reality, we discovered that the tone and subjects covered on each network differed greatly when we analysed nearly 1 million headlines in the CoSchedule method. These easy hints will help you identify your target audience and include clues about who you're writing about. This procedure can be as easy as checking your social media pages on a regular basis and keeping track of who is engaging with your content. 8. Monitor Your Best (And Worst) Content It should be simple to find your best and worst posts for each week or month using Google Analytics. At CoSchedule, we compile a traffic report at the end of each month that accomplishes this goal. To assess the overall popularity of a blog post, we use both total shares and pageviews. We will gain a better understanding of what our readers want to learn about by comparing the 143

content that performed well versus the content that performed poorly. 9. Ask for Audience Feedback With An Automated Email When users sign up for one of our email mailing lists, they are automatically added to an email queue that will contact them 30 days later to see if they are enjoying our content. If the reader has something to say, the intent of this email is to elicit a response that will usually lead to a fruitful conversation. This is a strategy we consistently use with our app's users. You will build a friendship with your audience and an open forum for contact and input by communicating with them directly. Here's how to make one using a few of the most popular email marketing platforms: • MailChimp is an email marketing service. • Keep an eye on the campaign • Aweber is an email marketing service. • Continuous Contact 10. Talk to your Social Followers Being an involved member of your own social media network will teach you a lot. Follow these guidelines: • Make an effort to respond to each and every message and comment you receive. Any interaction with your audience is an opportunity to gain a better understanding of them. • Join in related Facebook and LinkedIn communities. Participating in conversations about your niche or industry will give you a lot of insight into what your audience cares about. • Make posts telling your readers what they're interested in on a regular basis. What are their main issues? What do they do when they're not at work? What are some of the items or features they wish they had? These are only a few examples of current events that can easily be turned into Twitter polls. 11. Analyze Your Competitions' Twitter Followers This one is easy enough to do with Followerwonk, Moz's excellent freemium Twitter analysis tool. 144

The following tasks are made simple with this tool: • Use keywords to find Twitter bios. • You can compare your followers to up to two other people. • Examine who every given account follows (and is followed by). • Track the number of followers on every Twitter profile. • Sort followers on a given profile by the number of tweets, followers, time the profile has been active, and social authority (a metric determining the level an account has). 12. Analyze Your Customer Data It's likely that the people who are currently consuming your content (social followers, blog readers, email subscribers, and so on) aren't the same people who are purchasing your product or service. This may be as a result of producing material that attracts the wrong audience. It's also possible that your product or service appeals to a wider audience than your current content. Analyzing real consumer data (rather than only content marketing data) will help here. KISSmetrics' team has put together an excellent guide on where to find this data and how to better analyse it. You might just come across a breakthrough that will allow you to build content that soars.. 13. Use Social Listening Tools Understanding what the audience is talking about on social media requires social listening. Our friends at mention wrote a fantastic post on social listening that explains how and why to use these resources. 8.6 SUMMARY  The targeted audience or readership of a newsletter, advertisement, or other message catered directly to said intended audience is referred to as a target audience.  To decide the target audience, the company must first determine the issue that their product or service addresses, as well as the need or desire that it satisfies.  A group of people to whom your goods or services are directed. Age, gender, income, education, and location are some of the behavioural and demographic characteristics that can be used to define it. 145

 Reaching a target audience is a multi-step process that begins with the selection of the target market's field.  In order to develop a marketing campaign that would cater to the largest number of purchases, a company will usually plan one product line and concentrate on what customer requests are most frequent.  A company can have a better understanding of their specific market because they are more oriented on the segment's needs and credibility. 8.7 KEYWORDS  Demographic information: includes statistics on consumers' gender, race, income, educational attainment, and marital status.  Geographic information: This refers to where a customer is situated and is crucial to a company's target audience determination.  Individual marketing: refers to merchandise and marketing campaigns that are tailored to the specific needs of individual consumers.  Micro-marketing approach: focuses on a small number of customers, as opposed to a broad marketing strategy.  Psychographic information: can be used by companies to obtain a better understanding of their customers. 8.8 LEARNING ACTIVITY Visit a Jewellery Showroom and understand their target audience & the campaigns undertaken by them to increase the customer base. ___________________________________________________________________________ ___________________________________________________________________________ ________________________. Explore the Annual Auto Car Expo festival and understand the process involved in organising the event. 146

___________________________________________________________________________ ___________________________________________________________________________ _________________________. 8.9 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. What is meant by target audience? 2. State the demographic information. 3. List the factors to considered under media plan 4. List the four key targeting strategies largely used within businesses. 5. Mention the tactics to find the target audience Long Questions 1. Explain the concept of target audience 2. Explain the determination of target audience 3. Discuss the strategies for reaching target audience 4. Describe the tactics to find the target audience B. Multiple choice Questions 1. ________ is direct communications with carefully targeted individual consumers to obtain an immediate response. a. Personal selling b. Public relations c. Direct marketing d. Sales promotion 2. The first step in the advertising decision process is________ a. Set the budget b. Specify the objectives of the advertising program c. Identify the target audience d. Select the appeal 147

3. _________define the task that advertising must do with a specific target audience during a specific period of time. a. Advertising strategies b. Message decisions c. Advertising campaigns d. Advertising objective 4. _______is essential for understanding what your audience is talking about on social media. a. Social listening b. Social followers c. Blog readers d. Email subscribers 5. Advertisements from organizations, sending message intended to influence a targeted audience is called.________ a. Image Advertising b. Product oriented advertising c. Advocacy advertising d. Agenda setting ads Answers 1. (c) 2. (c) 3. (d) 4.(a) 5.(c) 8.10 REFERENCES Reference Books:  R1, Burke Raymond R. and Thomas K. Srull, Competitive Interference and Consumer Memory for Advertising, Journal of Consumer Research, June 15, 1988.  R2, Kleppner, Otto. Advertising Procedure. Englewood Gill’s, New Jersey, Prentice Hall Inc., 1986. Textbooks:  T1, Belch, George E. and Belch Michael A. Introduction to Advertising and Promotion. 3rd ed. Chicago. Irwin, I995.  T2, Hard, Norman. The Practice of Advertising Oxford, Butterworth Heinemann, 1995 148

UNIT 9: CONSUMER BEHAVIOUR Structure 9.0 Learning Objectives 9.1 Introduction 9.2 Meaning & Definition 9.3 Interpersonal influences on consumer behavior 9.4 The influence of culture and subculture 9.5 Non personal influences on consumer behaviour 9.6 Other action oriented communications 9.7 Public relations 9.8 Consumer decision making process 9.9 Advertisement relation with consumer behaviour 9.10 Advertisement effect on consumer behaviour 9.11 Role of advertisement on each stage of the consumer decision making process 9.12 Assumptions about consumer behaviour an advertiser makes 9.13 Summary 9.14 Keywords 9.15 Learning Activity 9.16 Unit End Questions 9.17 References 9.0 LEARNING OBJECTIVES After studying this unit, students will be able to:  Outline about the consumer behaviour.  Discuss the interpersonal influence on consumer behaviour.  Explain the non personal influence on consumer behaviour.  Some action oriented communications.  Identify the process of consumer decision making. 149

 State the concept of public relations 9.1 INTRODUCTION Many theories of consumer behaviour are developed by social scientists to understand the mechanism of making a purchasing decision. The primary goal of advertising is to reach out to potential customers and affect their knowledge, behaviours, and purchasing decisions. Our mental machine runs a rapid assessment programme called the customer decision-making process the moment a channel delivers an advertisement message to us. The way is governed by three personal processes, as seen in the first box. These are the mechanisms of perception, learning, and motivation. Second, two sets of influences have an effect on our mental processes and behaviour. Our families, society, and community all have an effect on our interpersonal relationships. Time, location, and atmosphere are non-personal forces that are often beyond the consumer's control. However, taking the final step usually necessitates yet another step: evaluating alternatives, during which we choose labels, sizes, types, and colours. The decision-making process, like the marketing communications process, is circular. 9.2 MEANING & DEFINITION The analysis of consumers and how they act when choosing to purchase a product that meets their needs is known as consumer purchasing behaviour. It is an analysis of consumer behaviour that leads to the purchase and use of specific goods. “Consumer behaviour is the actions and the decision processes of people who purchase goods and services for personal consumption” – According to Engel, Blackwell, and Mansard 9.3 INTERPERSONAL INFLUENCES ON CONSUMER BEHAVIOUR Knowing the personal processes of perception, learning, and motivation isn't enough for advertisers. These factors are best classified as the consumer's family, community, and cultural climate. Family Influence Family contact influences our socialisation as consumers, including our attitudes toward a variety of goods and our shopping patterns, beginning at a young age. Society’s Influence 150