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ADVERTISING And SALESMANSHIP People have for centuries communicated their ideas
( Module I - Advertising - Definition, Objectives.
Types Of Advertising. Newspaper, Magazines,
Journals. Outdoor Ads ,Theatre Ads. Radio, TV
Advertisement. Product Placement)
Advertising constitutes one of the four
components of a firms promotion mix, which in turn
forms an integral element of the firms marketing
mix.
Promotion is the aspect of selling and
advertising, or communicating the benefits of the
product or service, to the target customers or the
market segment involved in order to persuade them
to purchase such products or services. A promotion
mix (sometimes called a marketing communications
mix) is the particular combination of promotional
methods a firm uses to reach a target market.
Marketers can use several promotional
methods to communicate with individuals, groups,
and organizations. Advertising, personal selling,
direct marketing, sales promotion, and publicity are
the five major elements in an organization’s
promotion mix.
Advertising
Personal
Publicity
Selling
Promotion
Mix
Sales Direct
Promotion, Marketing
Advertising
Advertising is an impersonal mass selling and
communication method. It makes use of various
types of media to reach the target public in short
time. Being persuasive in nature, advertising broadly
aims in gaining exposure, creating awareness and
changing attitudes of customers in favour of sponsors
products.
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and their needs to one another through
advertisements. They have engaged in a wide range
of social and economic activities through advertising.
Government communicate with people, politicians
with their constituents , corporations with their share
holders, employers announce job opportunities and
persuade people to come to them.
The American Marketing Association, defines
advertising as any paid form of non-personal
presentation and promotion of ideas, goods or
services by an identified sponsor.
Norman. A. Hart says that “ advertising is the
action of calling something to the attention of the
public, especially by paid announcements.
Thus, advertising is
(i) Paid form of communication : Advertisements
appearing in the newspapers, television, cinema halls
etc. are duly paid for. The firms have to pay huge
amounts for use of space in newspaper or time slot in
television and radio etc.
(ii) Non-personal presentation of message : In
advertisements there is no face to face
communication as it happens in case of personal
selling. These are presentations through mass media
and as such are impersonal in nature.
(iii) The idea is to promote goods or services :
Advertising is done with a specific objective of
promoting a product or service and increase their
sale.
(iv) Issued by an identified sponsor : The
advertisers who sponsor the advertisement are duly
identifiable in the advertised messages.
Importance - Roles - and Objectives.
The main objective of advertising is to help a
business firm to promote its products and increase
the sales. But, there are some other goals also which
a firm can achieve with the help of advertising. The
objectives to be achieved through advertising are as
follows:
A. Benefits to Manufacturers and Traders:
1. Advertising informs the customers about
product attributes. It can help to sell products, by
giving information – what product is, what it does,
where it can be found etc. It informs possible

customers of what is an offer, and persuades them to
buy the goods.
2. In the case of new products, it can begin to
develop a reputation for the product and to the
Company. In modern market conditions, where the
differences between competing products are fairly
marginal, an established reputation can make the
difference between market leader and others. If we
look at the brands which have been successful for 30,
40 or 50 years like Bajaj, Lux, Colgate etc, they have
been continuously advertised.
3. Advertising is a weapon of competition as
well as merely a way of achieving sales. It helps in
distinguishing one brand from its competitors, it can
affect consumer preferences and tastes and can
differentiate product from competitive offerings.
4. Even in competitive markets, advertising is
used as a way of reminding customers that the
brand exists and retaining their confidence in it
ability to meet their needs. It can also keep the
product in customers mind during off seasons. For
example most of the COCA-COLA ads, and ads of
FEVICOL are designed primarily to remind
primarily people about these products.
5. The effect of advertising on the Co, and
industry are also very high. Advertising can provide
increasing return and will reduce marketing risk
and uncertainty. It can provide free information
and can even serve as a tool for quality control.
6. Advertising can support and motivate
distributors. In many cases from car to electronic
equipments, the advertisement will often include lists
of stores or dealers selling the products, to make sure
that the prospective customers can find them.
7. Advertising also helps to eliminate the seasonal
fluctuations in sales, makes the product known
widely, keep a steady demand and even to appoint
best available employees.
8. Research : Advertising stimulates research and
development activities. Advertising has become a
competitive marketing activity. Every firm tries to
differentiate its product from the substitutes available
in the market through advertising. This compels
every business firm to do more and more research to
find new products and their new uses. If a firm does
not engage in research and development activities, it
will be out of the market in the near future.
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9. The communication is speedy, permitting an
advertiser to speak to millions of buyers in a matter
of a few hours.
B. Support to Production System:
1. Advertising facilitates large-scale production.
The business firm knows that it will be able to sell on
a large-scale with the help of advertising. Mass
production will reduce the cost of production per unit
by making possible the economical use of various
factors of production.
2. Advertising develops new taste among the public
and stimulates them to purchase the new product
through effective communication.
3. Advertising increases the morale of the
employees of the firm. The salesmen feel happier
because their task becomes easier if the product is
advertised and known to the public.
C. Benefit to Customers
1. Advertising is important for the customers. If
the product is not advertised, no customer will
come to know what products are available and
will not buy the product even if the product was for
their benefit.
2. When they come to know about the range of
products, they are able to compare the products
and buy so that they get what they desire after
spending their valuable money. Thus, advertising is
important for the customers.
3. Advertising educate the people about new
products and their uses. Advertising message about
the utility of a product enables the people to widen
their knowledge. It is advertising which has helped
people in adopting new ways of life and giving-up
old habits. It has contributed a lot towards the
betterment of the standard of living of the society.
4. Advertising increases the utility of existing
products for many people adding to the amount of
satisfaction which they are already enjoying.
5. Advertising induces the manufacturers to
improve the quality of their products through
research and development. This ensures supply of
better quality products to the customers.
D. Benefits to Society:
The whole society is benefitted because of
advertisement in the following ways:

1. Advertising affects the economy also. It can
encourage economic growth, investments and jobs. It
maintains competition by informing customers. In
that way it can even brake monopoly.
2. Advertising provides employment to persons
engaged in writing, designing and issuing
advertisements, and also those who act as models.
Increased employment brings additional income with
the people which stimulate more demand.
Employment is further generated to meet the
increased demand.
3. Advertising promotes the standard of living of
the people by increasing the variety and quality in
consumption as a result of sustained research and
development activities by the manufacturers.
4. Advertising educates the people about the
various uses of different products and this increases
their knowledge. Advertising also helps in finding
customers in the international market which is
essential for earning foreign exchange.
5. Advertising sustains the press, and other media.
It provides an important source of income to the
press, radio and television network. The customers
are also benefitted because they get newspapers and
magazines at cheaper rates. The publishers of
newspapers and magazines are benefitted because of
increased circulation of their publications. Lastly,
advertising also encourages commercial art.
6. Government and various social institutions and
groups also make use of advertising, to raise issues,
influence ideas, affect legislation or even to protect
the animals and forests.
Features of Advertising
1. Communication : Advertising is means of mass
communication reaching the masses. It is a non-
personal communication because it is addressed to
masses.
2. Information : Advertising informs the buyers
about the benefits they would get when they purchase
a particular product. However, the information given
should be complete and true.
3. Persuasion : The advertiser expects to create a
favourable attitude which will lead to favourable
actions. Any advertising process attempts at
converting the prospects into customers. It is thus an
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indirect salesmanship and essentially a persuasion
technique
4. Profit Maximisation : True advertising does not
attempt at maximising profits by increasing the cost
but by promoting the sales. This way It won‟t lead to
increase the price of the product. Thus, it has a higher
sales approach rather than the higher-cost approach.
5. Non-Personal Presentation : Salesmanship is
personal selling whereas advertising is non-personal
in character. Advertising is not meant for anyone
individual but for all. There is absence of personal
appeal in advertising.
6. Identified Sponsor : A sponsor may be an
individual or a firm who pays for the advertisement.
The name of reputed company may increase sale or
products. The product gets good market because of
its identity with the reputed corporate body.
7. Consumer Choice : Advertising facilitates
consumer choice. It enables consumers to purchase
goods as per their budget requirement and choice.
Right choice makes consumer happy and satisfied.
8. Art, Science and Profession : Advertising is an art
because it represents a field of creativity. Advertising
is a science because it has a body of organised
knowledge. Advertising is profession is now treated
as a profession with its professional bodies and code
of conduct for members.
9. Element of Marking Mix : Advertising is an
important element of promotion mix. Advertising has
proved to be of great utility to sell goods and
services. Large manufactures spend crores of rupees
on advertising.
10. Element of Creativity : A good advertising
campaign involves lot of creativity and imagination.
When the message of the advertiser matches the
expectations of consumers, such creativity makes
way for successful campaign.
Role of Advertising in Marketing Mix
Marketing mix consist of four important variables of
marketing, i.e. 4Ps-Product, Price, Promotion and
Place. Apart from the traditional 4 Ps, there are also
other variables, i.e. Packaging, Postion, etc.
Advertising is an element of promotion. However, it
not only assists in promoting the product, but also
affects the other variables of marketing mix. This can
be explained as follows

1. Advertising and Product : A product is normally
a set of physical elements, such as quality, shape,
size, colour and other features. Buyers must be
informed and educated on the various aspects of the
product. This can be effectively done through
advertising.
2. Advertising and Price : The price is the
exchange value of the product. Advertising can
convince buyers regarding the superiority of the
brand and thus its value for money. Alternatively
when a firm offers a low price products the job of
advertising needs to stress the price advantage by
using hard hitting copy. Thus advertising plays the
role of conviction and persuasion.
3. Advertising and Place : Place refers to physical
distribution and the stores where the goods are
available Marketer should see to it that the goods are
available at the convenient place and that too at the
right time when the buyers need it. To facilitate
effective distribution and expansion of market,
advertising is of great significance.
4. Advertising and Promotion : Promotion consists
of advertising, publicity, personal selling and sales
promotion technique. Every seller needs effective
promotion to survive and succeed in this competitive
business world. Advertising can play a significant
role to put forward the claim of seller, and to counter
the claims of competitor. Through effective
advertising, sellers can face competition and also
help to develop brand image and brand loyalty.
5.. Advertising and Packaging : The main purpose
of packaging is protection of the product during
transit, and preservation of quality and quantity.
Nowadays, marketers take lot of efforts to develop
and design attractive packages as they carry
advertising value. A creatively design package attract
the attention of the customers. It also carries an
assurance of quality and creates confidence in the
minds of customers to buy the product.
7. Advertising and Positioning : Product
positioning aims at creating and maintaining a
distinct image of the brands in the minds of the
customers. Through advertising the marketer can
convey the positioning of the brand and accordingly
can influence the buying decision of the target
audience.
Limitations of Advertising
Many people consider advertising to be a wasteful
activity and something harmful for the customers and
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the society in many ways. Their arguments against
advertisement are as follows:
(i) Advertising multiplies wants: People tend to
desire and buy products as they see in advertisement
even if they do not actually need or afford them. This
multiplication of wants may put them under financial
and psychological pressure.
(ii) Advertising adds to the cost and price of
product : Money spent on advertising eventually
results in increased cost of the product, which is
passed on to the consumers through increased prices.
Brands which are advertised heavily in different
media are found to be priced higher as compared to
those which are not so heavily advertised.
(iii) Creation of monopoly : Business firms which
can spend heavily on advertising are usually the ones
who grab a bigger share of the market. Such firms
generally have a monopoly which results in unequal
opportunity for small producers to make a place for
themselves in the market. They do not get a fair
opportunity to compete.
(iv) Advertising may affect the value-system of
society : Advertising may introduce ideas or
concepts alien to our culture. These new values
generated or propagated by advertising may affect
our social, moral and ethical values adversely.
Objectionable appeals like sex, horror etc. are
sometimes used in advertisement to attract attention.
(v) Motivation for wrong or dangerous deeds : The
way advertisements project people consuming liquor,
cigarettes etc may feel tempted by the people to try
and then get addicted to such products which are not
good for health. Similarly, models are shown doing
dangerous acts like jumping from the top of a hill
which some children may try to copy and may face
the accidents.
(vi) Advertising may not increase overall demand
:Advertising does not always increase demand. In
many cases, a number of firms manufacturing similar
products may advertise vigorously. This may not
result in an increase in the total demand for the
product but simply shift demand from one brand to
another.
(vii) Misleading Claims. Some advertisers cleverly
create misleading impressions of their goods. They
present a very rosy picture of their products with the
object of increasing their sales.
(viii) Small Businesses have Restricted Access.
Small businesses cannot properly advertise their

products due to limited resources and because the
entire market for many goods and services is dictated
by the whims of large advertisers. This makes it
virtually impossible for small businesses to compete,
so they eventually disappear form the market.
(ix) Confusion about Characteristics of Products.
Many similar products are advertised on the market.
But producers put great emphasis on minor
differences in the formula, technique, or make of
advertised goods. Due to misinformation
disseminated by advertising, it has become
impossible for the average buyer to judge with any
certainty the quality of product they are buying.
Advertising Management.
The field of advertising management is made up of a
system of interacting organizations and institutions,
all of which play an important role in the advertising
process.
Advertising management is heavily focused on the
analyses, planning and decision making activities of
the advertiser. It provides the overall managerial
direction and financial support for the development
of advertising and the purchase of media time and
space. The focus point is the development of an
advertising program or plan for the advertiser. The
development and management of an advertisement
campaign associated with the advertisers brand,
product or service thus constitutes the major point of
advertising management.
Advertising management mainly includes :-
1. Setting advertising objectives
2. Determining advertising budget
3. Developing advertising copy and message
4. Selecting and scheduling media, and
5. Measuring advertising effectiveness.
1. Setting Advertising Objectives.
Advertising is a management function. Like other
management functions, advertising must also have
some objectives. The main and common objective of
advertising is to increase sales and profits of the
business. In order to achieve this common objective,
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there are so many other objectives. Some objectives
are common to all firms while some others are
specific which are different for different firms.
An advertisement is either good or bad in its ability
to achieve its objectives. Though advertising is
largely informative and persuasive in nature, yet to
do a good job, the objectives of each advertising
campaign need to be clearly spelt out in measurable
terms, in order to focus clearly on the target audience
, and on the time period over which these are to be
achieved.
Advertising objectives are more or less specific
statements of what is to be achieved by advertising.
In the process of setting the objectives, various
elements such as sales, target segments etc are
considered by the management.
In an effort of setting advertising objectives,
Russel.H.Colley propounded DAGMAR ( Defining
Advertising Goals for Measured Advertising
Results.) approach to advertising planning and
included a precise method for turning advertising
objectives in to specific measurable goals; against
them the performance can be measured. It has
defined an advertising goal as a specific
communication task.
Advertising objectives serve several functions in
modern management.
1. They serve as communication and Co-
ordination device. They provide the vehicle by which
the advertiser, the advertising agency and other
creative team communicates.
2. They provide a criterion for decision making.
If two or more alternative campaigns are generated,
one must be selected, and this selection process is
usually based on the objectives.
3. Objectives also helps to evaluate the results
of advertising. They serve as a standard for
measuring the performance.
Advertisement Copy Writing.
After becoming familiar with the product and
its characteristics, the next task before the creative
personnel is the design of the COPY and LAYOUT.
Production of right type of advertisement is highly
essential in order to convey the message to whom it
is intended. Creative personal including artists, art

directors, and copy writers must design an approach
to the communication of the messages that carry
predetermined advertising objectives. The
preparation part of advertisement is concerned with
the element which are to be included in the
advertisement copy, writing the copy, selecting
illustrations, headings, slogans etc, and preparing
layout.
Meaning.
Copywriting is the use of words to promote a person,
business, opinion or idea. Broadly the whole ad is
called a copy but specifically the matter written in
words is called copy.
Advertisement copy can be defined s “all the written
and spoken materials in it, including the main body,
headlines, subheads and all other printed elements
such as picture, captions, slogans, brand names,
advertisers name etc.” in other words copy is the
reading matter,- the words- in an advertisement.
Advertisement copy explains the central idea of an
advertisement. Its main purpose is to influence the
attitudes and actions of buyers so that it results in
more purchases by them and greater sales volumes
for the advertisers. A carefully drafted copy can call
attention, create interest, produce desire and lead the
prospect to action.
Features or Qualities of Good Advertisement
Copy.
The importance of a good advertisement copy can
hardly be over emphasized. All the planning,
research and expenses would go waste, if proper care
is not taken in drafting an advertisement copy.
James Hunter says that “ the aim of advertisement
copy is that, it shall be seen, read the message
conveyed, and then acted upon.”
An advertisement copy which fails in attracting the
attention of the prospects and creating an urge in
their minds for possessing the product will naturally
be of no use, though large sum has been spent.
A good advertisement copy ;
1. Must make people see it,
2. Must make people read it.
3. Must make people understand it,
4. Must make people believe it, and
5. Must make people want your product.
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Characteristics / features of a good copy
Prof. R.S.Davar, in his book “Advertising and
salesmanship” has pointed out the following features
of a good copy.
1. Attention Value.
The advertisement copy should at least attract the
attention of the potential customers, because it is the
first step in selling process. There fore the copy
should be so designed and displayed which will draw
the attention of even the most casual reader. Only a
well planned, suitably drafted and attractively
designed copy can attract the attention of readers.
Several devises can be used to make the copy
attractive.
A. Use Of Pictures.
Pictures have the immense display and attention
value. A good sketch or photograph, if appropriately
used can attract the attention of readers. Several
devises can be used to make the copy attractive.
B. Use Of Display Type Or Heading. Use of
appropriate heading enhance the value of an
advertisement copy to a great extent. To invite
attention, the heading should be brief an meaningful,
and should be printed in bold display types. The
headline should generally, be in the form of a
‘slogan’ or ‘query’ that will compel the attention of
the reader.
C. Boarder etc.
Attractive boarder can be used to compel the
attention of the readers. The boarder must have a
distinctive look so as to separate it from the rest of
the setting.
D. Price Quotation.
Prices should not be quoted on the advertisement
copy except when they are very low as in clearance
sale or special offers.
E. Reply Coupons.
Reply coupons inserted in an advertisement in an
unusual setting are yet another way of attracting
attention of readers.
2. Suggestive Value.
Once the advertisement is able to attract the attention
of the prospects, the next task is to offer a suggestion
about the use and the utility of the product. This

creates a permanent impression in the minds of the
reader. For a long lasting impression, simple slogans
and pointed suggestions about the product can be
used. Similarly repetition of the slogans, suggestions
can also be made in order to create a permanent
impression on the prospects. It may so happen that
the message remains in their mind even though they
have forgotten about the place of the advertisement.
3. Memorising Value.
The advertising copy should be so drafted and laid
out that the product will remain in the memory of the
readers. Repetition of advertisement with slogans is
an effective method of creating memorizing value.
Pictures, photographs, trade marks, bran names etc
have considerable amount of memorizing value.
There fore the trade mark and the brand name should
be advertised at regular intervals. LUX, SURF etc
have become household words only through repeated
advertisements.
4. Conviction Value.
An advertisement copy can prove effective and
achieve the desired end when suggestion contained in
it is backed by convincing agreements. It should not
just tell plainly that a product is available. On the
other hand, the advertisement copy should never try
to make use of bombastic words and high promises.
It should remain within these two extremes. In other
words a good advertisement copy should be able to
convey o the readers every thing they want to know
about the product , their competitors, and above all,
the reasons why the consumer should prefer the
advertised goods. Therefore an ideal copy of the
advertisement naturally makes an appeal to the
readers by clearly stating the outstanding features of
the product. By the use of simple arguments and
convincing language in the advertisement, the
confidence of the readers can be won and their belief
on a prouct can be confirmed.
5. Sentimental Value.
Sentiments play a very important role in advertising.
Sentiments reflect the personal feelings and attitudes
of an individual towards various things. They
indicates reaction of a person in favor or against a
particular product. These sentiments also indicate the
personal liking, disliking, and choice towards a
particular product. Though it is not possible to create
an advertisement copy which will appeal to the
sentiment of one and all, but the copy should be such
that it catches the most common sentimental values
of a number of prospects. Patriotism, good quality,
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price reduction etc are some of the common
sentiments. For example, “Be Indian, Buy Indian”
appeal is directed towards national sentiments of the
people.
6. Educative Value.
A good copy of advertisement must possess
educative value because the object of modern
advertising is not merely to satisfy the existing
demand, but to create future demand. In order to
create and extend demand, the customers need to be
educated about new products and their use and new
uses of existing products. A good advertising copy is
of great help in this regard. The copy not only creates
and extends demands of products but also helps to
make a change in taste and habit of people by
educating them.
7. Instinct Appeal Value.
There are some instincts behind every human thought
and action. These are the underlying or hidden forces
which compel or induce people to act in a certain
way. The most important function of an
advertisement copy is to induce, persuade and
motivate the prospects to think about the products
and ultimately purchase them. There fore the
advertisement copy should be able to appeal to one
or more of the human instincts. This enables to get
the desired results of the advertisements.
Some of the common human instincts are self
preservation, self display, parental etc. the copy of
advertisement should be so designed that it is
directed towards any of these instincts.
The following are the basic instincts which an
advertiser should keep in his mind.
A. Self Preservation Instinct.
Many of our thoughts and actions are inspired by our
anxiety to preserve our person, our health, family and
belongingness. The sale of products like medicines,
clothes etc may be promoted by an appeal to this.
B. Parental Instinct.
It takes the form of love and affection for the
children. Those advertisers who deal in children’s
requirements like garments, toys, baby food etc may
promote this instinct in parents.
C. Self Display Instinct.
This type of instinct is promoted by the advertisers of
ready made clothing, women’s dress, jewelry etc.

D. Something for Nothing Instinct.
Every body has a desire to get some thing free. An
advertisement copy that contains an offer of a price
or a gift is likely to tempt quite a many of the
customers.
On the basis of the above instincts, the following
themes or central ideas may be laid down for
advertisement copies.
1. Pride :- This can be used to popularize luxury
articles.
2. Beauty :- This is used for cosmetics,
perfumes etc.
3. Health :- In drugs and food product
advertisements.
4. Economy :- This is that central theme in
advertisements of clearance sales or bargain
purchases.
5. Fear:- Themes stressing the fear of death,
accidents, loss etc are generally used by insurance
CO’s.
8.Simplicity.
The language of the advertisement copy should be as
simple as possible. In fact, a good
Copy should use simple , short and understandable
words and sentences so that even the casual reader is
able to get the messages without any difficulty.
9.Honesty
An advertisement copy must be truthful. There
should not be any kind of omission,
misrepresentation, or misleading facts. Other wise
the confidence of the buyers will be shaken and there
is very possibility that the buyers may react
adversely.
10. Enthusiastic.
The advertisement copy is nothing, but salesman’s
talk in a written form. Thus the copy should convey
the message of the product to the customers—what
they want to know about the product -- just like a
salesman. In order to create interest in the mind of
the readers, the advertisement copy should deal with
their problems and likings. By this the reader feel
excited while reading the advertisement.
11. Brevity : A copy should be brief because readers
have no time to go through the lengthy text and they
must be able to, read within a short time. So a copy
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should use simple language and small and easy
words. The message should be concise and precise.
12. Clarity : A copy should be self-explanatory. The
message to be delivered must be clear at first reading.
13. Interesting : A copy should be interesting-
provoking. It must stimulate the readers‟ curiosity to
read the message. The reader should himself decide
to read the message in detail.
Thus a good advertisement copy must possess the
above qualities to make it an ideal advertisement.
CLASSIFICATION OF COPY.
It is true that the copy writing is an art and the copy
writer has a very important role to play in advertising
creativity. There are various styles in which a copy
can be prepared.
1. Educational Copy.
The object of this copy is to educate the prospects
properly about the uses of the product or a class of
products. When a new product is produced, the
producer has to introduce the product in the market.
The introduction should be made in such a manner
that the products get a warm welcome by the
customers. The educational copy, thus indicates the
specialties of the product, their uses, benefit, and
some times new product is compared with the
existing ones. Even for existing products, when new
methods of use are discovered or improvements are
made upon the existing products, the new methods,
structure, size, utility should be brought to the notice
of the prospects. This copy is responsible for
maintaining the demand for existing products.
Thus educational copy may be of two types; i.e .,
introductory - which is meant to introduce a product
and missionary -- which propagate about existing or
improved products.
2. Institutional Copy.
This copy intends, not only to sell the products, but
also to sell the name of the organization. The object
of this copy is to develop and maintain good will of
the organization. The aim is to popularize the product
through institution. Such a copy create a good image
about the Co; that the customers will regard the
organization as best, most reliable, or the most
exclusive. Institutional copy generally builds good

will for the firm by emphasizing facilities, service
offered and other features offered by the firm.
3. Reason Why Copy.
As the name signifies, reason why copy narrates the
readers reasons, why they should buy the advertised
product. With appropriate reasons and arguments,
this copy tries to convince the readers about why a
particular product should be purchased. Points of
difference and superiority over other competing
products is stressed in such advertisements. Test
performance, testimonials, guarantee, records, etc are
produced to substantiate the claims made. These
points directly appeal to the judgment and intellect of
a person.
4. Human Interest Copy.
This type of copy makes it appeal to the emotions
and senses of human beings. The emotions are like
sympathy, fear, humor, curiosity etc while senses are
like touch, hearing, smell, sight and taste.
Thus the human interest copy appears most to the
heart, rather than to the intellect and judgment. It
provides information about the product in relation to
customers requirements instead of emphasizing about
the product only. Human interest copy can take many
forms.
A. Humorous Copy. - It exploit the sense of humor of
the people. It turns the readers laughter.
B. Fear Copy.
It appeals to the sense of fear and arouses the interest
of people to save their lives, properties and other
belongingness. Life Insurance Corporation, General
Insurance Co’s etc generally use this type of copy.
C. Story Copy.
In such a copy , a story is narrated in a very
interesting manner to create an impression in the
minds of the people about the product.
5. Suggestive Copy.
The suggestive copy of advertisement tries to provide
valuable suggestions to the prospects regarding the
product directly or indirectly. It is useful where the
reader is confused about the quality of a product and
is not in a position to take decision about the
purchase. It may be of different kinds.
a. Direct Suggestive Copy:-
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In Direct suggestive copy, statements are made with
reference to the products. It appeals to the reader
directly about the product and tries to convince them.
b. Indirect Suggestive Copy.
It does not express the message or the theme to the
leaders directly. The readers are expected to grasp it
in their own interest. The advertisement indirectly
suggests the reader to go for the product
advertised.
6. Expository Copy.
This is the most common form of advertisement
which explains facts directly. It tells every thing
about the product directly to the readers and hides
nothing. As the Copy is simple, an direct in
approach, the reader is able to understand the
message easily an quickly.
7. Scientific Copy.
Such types of copies are technical in nature and
generally used by the rugs and Pharmaceutical firms
elaborating the properties and contents of the
product. This is generally meant for professionals
and such a copy does not attract the general reader.
8. Topical Copy.
Here in an attempt is made to appeal the general
public by linking the theme of the copy with some
‘current event’. So it is based on any sensational
event , which is in the mind of the readers. A topical
copy never fails to attract the attention of the public.
9. Colloquial Copy Or Conversational Copy.
The colloquial copy presents the message in the way
of conversation. It uses an informal language and
conversation takes place , in between reader and
advertiser.
10. Personality Copy.
This copy attempts to encash the opinion of
personality about the product. Usually the personality
is real and a photograph of the personality ( a person
specialized) is given with the text of the copy with a
view to convince the readers through the moral
influence of his name. invariably such copy shows a
certificate or testimonial of such person.
11. Prestige Copy.
This pattern is usually followed in institutional
advertising, which aims at creating an atmosphere

about the product or the firm an may not directly
advise the product for sale.
12. Questioning Copy.
This, as the name suggests, incorporates a series of
questions expected to be answered by the readers.
The advertiser puts no narration, statement or reason
of its own, in order to pursue the readers to buy the
product. The question arises curiosity in the minds of
the readers and makes them think of it. The question
in such copy may be positive or negative.
13. Descriptive Copy.
This type of copy describes the pertinent and relevant
characteristics features of the product. It is very
simple and of non technical nature. It is very much
similar to a press account or news item, simply
giving relevant information to public with out any
stylish touch. Sometimes such copy is very lengthy,
and it has hardly any chance of it being read in full.
Such types of copy are usually written not by a
professional copy writer, but it is written by the
advertiser himself.
Components of an Advertising Copy.
An advertising copy is the means by which the
advertisers ideas are given expression to, in a
message to readers. Copy refers to all the reading
matters of an advertisement, including headlines, text
or body, an the name of the company.
The ultimate aim of every advertisement is to
stimulate the sales. As a reader turns the pages of a
magazine or news paper, he notices so many
advertisements, but a great variation in copy. some
copy may be ‘striking’, that the reader takes
immediate action , while he does not like some other.
The following are the main components of a good
advertising copy.
1. HEAD LINE.
The first device in a copy is head line. Its main
purpose is to attract attention, arouse curiosity or
interest and there by induce further reading. It should
be as short as possible. It represents the message or
an appeal.
Head lines are of various types. W.H. Howards
classifieds headlines in to 4 types.
A. Label Headline.
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A label headline identifies the name of a product. For
example “ Castrol Engine Oil”. Such type of headline
inspires the reader least.
B. Informative Headline.
These types of headlines give information about the
product. These generally specify the attribute of the
product in exaggeration. Eg. “ SURF WASHES
WHITER”. These headlines are effective as they are
designed to attract the attention of readers, even
those who are in hurry.
C. Provocative Headline.
These arouse the readers curiosity and impels the
reader to see what it is all about. Such types of
headlines are generally used when an item is
introduced in the market for the first time.
D. Selective Headlines.
Selective headlines direct the appeal to those for
whom products are intended. It eliminates all other
readers; for whom product is not appealing. Eg.
“Attention Importers”.
E. Direct Command Headlines.
These headlines ask the reader to buy the particular
brand.
F. Question Headlines.
Such headlines put questions to the reader and
suggest the solution in using the particular article.
The main functions of headlines are to gain attention
and interest of the readers. It also helps to arouse
curiosity and to provide news worthy
announcements.
11. SUB HEADLINES.
These are subordinate captions that simply expand
the headline thoughts. They carry the readers interest
a step further. Subheads form a kind of transitional
bridge between the headline and the copy text and
may be valuable when the headline does not contain
any sales message. Some times sub heads provide
answers to the questions posed in the head lines.
The sub headlines serve the following three purposes.
1. They gain attention and interest of the readers
2. They organize the copy into logically related
segments &

3. They direct the interest of the consumer to
important points.
111. SLOGANS
A slogan is a single word or a group of words
regularly used by the advertiser to impress upon the
readers a basic idea about the product. Eg. Nokia –
Connecting People”. The use of catchy slogans is one
of the most popular method to attract and hold
attention. To be effective, a slogan should be short,
simple, easily remembered, and filled with a pleasing
suggestion of the product. It may be used throughout
an advertising campaign or over a period of many
years. Some advertisers develop and use new slogans
for each new advertising campaign.
Characteristics of a Good Slogan : A good slogan
should :
1. Contain a definite sales idea :
2. Should be memorable
3. Length - The length of a slogan is a factor worth
considering. The majority of slogans are short and
use as few words as possible.
4. Clarity and Message - Clarity and a message are
two things necessary in advertising. If your
customers don't understand your slogans, they will
forget them along with your company.
5. Humour - A company that displays a sense of
humour in its advertising is remembered. If you can
make your slogans humorous, they have a better
chance of catching on.
6. Emotion - Often the best way to connect to
customers is through emotions. Your slogan will
bring in business if you find a way to make a
personal connection.
7. Must be differentiated from competitions
8. Easy to Understand - Every slogan should be
easy to understand
So an ideal slogan is short, simple, easily
remembered and filled with pleasing suggestion of
the product.
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LOGO
A logo is a graphic mark, emblem, or symbol used to
aid and promote public recognition. It is a design that
is used by an organization for its letterhead,
advertising material, and signs as an emblem by
which the organization can easily be recognized, also
called logotype.
Logotype is a graphic representation or symbol of a
company name, trademark, abbreviation, etc., often
uniquely designed for ready recognition. Apart from
large corporations in every country even the small
businessman and one-man enterprises have adopted
the corporate logo as a means for creating brand
recognition and corporate image.
1V. ILUSTRATIONS.
These consist of photographs, drawings, graphs,
charts, paintings and other pictorial devices. The
main idea behind giving illustration is to gain
attention, comprehension, attitude change and
behavior change. With the help of illustration over-
emphasis in the subject matter can be avoided and
display appeal can be made clear and direct. The
inadequacy of language is compensated for the use of
an illustration.
An illustration should be not only relevant but also
be free from technical errors. If the product is sold in
package, the package should be shown in the picture,
or if it is sold loose, the product may be shown in any
of the various ways. Demonstration of the product in
use may be a popular an efficient way of employing
illustration.
Essentials of a good illustration :
(a) It must support and compliment the copy theme
and not detract from it.
(b) It must be “faithful reproduction” of the
advertised product, if the illustration is that of the
product.
(c) The use of colour combination in an illustration
must be in harmony with fundamental human nature,
as it influences the emotional behaviour of
individuals.
(d) It must be simple enough to convey the ad
message clearly, easily and quickly.

(e) It must be suggestive in design and construction.
Though simple, it must be attractive, appealing and
beautiful to look at.
(f) It must create a lasting impression on the mind of
the reader.
(g) It must match with the lifestyle of the target
consumer.
(h) It must occupy the proper place in the total layout
of an ad.
(i) It must be capable of reproduction in the various
advertising media.
(j) It must match with the headline of an ad and
convey the same message to the reader.
(k) It must be original, unusual, and unique in design
and presentation in an ad.
Functions of Illustration :
1. Quick Attention : Without illustration an
advertisement may look dull and unattractive.
Illustration helps consumers to quickly understand
the message and motivates them to buy the product.
Therefore, illustration must capture the attention of
the readers.
2. Demonstrate the Product : Illustration shows the
product and its features at a glance. Illustration
indicates use of the product and how it works.
Demonstration is usually visual and it passes on the
message immediately.
3. Creates Right Atmosphere : Illustration creates the
right atmosphere by using good environment/ graphic
etc with the picture of the product. Such illustration
has soothing effect on the consumers.
4. Communicate Message : Illustration can carry the
advertising message quickly e.g., a bottle of perfume
conveys quickly the idea that the perfume is being
advertised.
5. Support to Copy : Illustration is an important part
of copy. Pictures carry message instantly and support
the message given in the copy.
6. Symbolize the Quality : The visuals used in the
advertisement indicates features of the product
7. Dramatise the Advertisement : Illustration
dramatizes - story of the product. Illustration
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supports the headline of the advertisement by
pointing out the details of the product.
8. Provides Technical Details : Many consumers
buying consumer durable products are interested to
know the technical details of the product.
Advertisements of computers, washing machines,
refrigerators and cell phones gives many technical
details of the product through picture of the product.
9. Lasting Impact : Illustration can make lasting
impact on the mind of the consumers. Seeing is more
convincing than being told. Pictures represent reality.
10. Fights Illiteracy : In a country like our where a
large number of people are illiterate, picture of a soap
immediately communicates to all what the
advertisement is about.
Types of Illustrations
There are various methods by which an illustration
can be prepared. They are :
1. Product Alone : In this type, major portion of
illustration is covered by the product for e.g.
advertisement that show Colgate tooth paste. The
purpose is to give more importance to the product
and to create image in the minds of prospects.
2. Product in a Setting : In this type, the product is
presented along with a background which is
favourable to it i.e. it is presented in an atmosphere
wherein it is used
3. Product in Use or Action : In this type, model may
be shown using the product or the product may be
shown in movement for e.g. A Cigarette company
does not show merely a cigarette or packet but it
shows a person smoking a cigarette of a particular
brand.
4. Result of a Products Use : In this type, the after
effect of the product may be shown. The attention is
to emphasis advantages or benefits more dearly. For
e.g. an advertisement of a cupboard of a cupboard
will show the space available, various as shelves etc.
5. Dramatisation of a Headline : In this type, the
illustration supports the head line i.e. whatever is
given in the headlines is shown in action in the
illustrations are combined, the effect is that the
interest and attention of the reader is attracted.
6. Dramatisation of a Situation : In this type, the
illustration presents a situation in which a customer

will be if he uses the product or if he does not use a
product.
7. Comparison : In this type, the illustration
compares two superior products of the same or
different type. The basic idea is to relate the product
to a concept which is established and familiar to
consumer.
8. Contrast : While shows the similarity between two
ideas, contrast emphasis the difference between two
products of the same type e.g. A modem appliance
may be contrasted with an old fashioned model.
9. Magnifying Details : In this type, the important
features or minute features are explained in details. It
is used to embassies specific advantages.
10. Symbolic Illustrations : This illustration shows a
reorganised symbol along with an idea, and the
advertiser using a symbol may hope to identify this
product with what the symbol stands for in the mind
of the reader.
V. TEXT OR BODY OF THE COPY.
It conveys the story in detail from the selling point
of view. The text is the written part of the
advertisement that appears below the headline and
sub headlines. This is the ‘heart’ of the message. A
good text is based on advertising objectives.
In stimulating liking and preference for a given
product, body copy must explain the product
features, values and support all claims logically and
convincingly. The text copy may include
A. Descriptions of how the product works
B. Test results
C. Performance case history
D. Testimonials or quotations from the experts
E. Sales records and guarantees.
VI. CLOSING IDEA.
Up to this point, all efforts are made to establish
product awareness, knowledge, liking and
preference; for the purpose of persuading the reader
to purchase the product. Because an advertisement is
a one way communication, its closing efforts should
be to supply all information, directions, and
motivation necessary for the buyer to take action.
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VII. IDENTIFICATION MARKS.
It is advertisers name, brand name, or identification
mark or trade mark. A brand name, symbol or a word
may be used as a means of communication that
brings about an identity of the producer.
All these elements or components of an
advertisement copy should be well knit in to a
harmonious and symmetrical form.
Advertisement Layout
Layout is the logical arrangement of components of
an advertisement in the copy. It refers to the overall
structure, the position assigned to the various
elements of the copy and illustrations. It is deciding
on the placement of headlines, copy, illustrations,
marketer‟s name, logo and the amount of free space
in an advertisement copy.
According to Sandage and Fryburger, “The plan of
an advertisement, detailing the arrangement of
various parts and relative spatial importance of each
is referred to as layout”.
Thus, the physical arrangement of all the elements of
advertisement is called layout. It is concerned with
placing all the elements of the advertisement more
attractively within the allotted space and time. The
pattern of layout varies according to the medium to
be used.
Principles of Design and Layout
The following five principles of good composition
are important to anyone who creates or evaluates the
advertisement - (1) Balance ; (2) Proportion (3)
Contrast and emphasis, (4) Eye –movement , and (5)
Unity.
(1) Balance – A layout may be called balanced if
equal weight or forces are at equal distances from a
reference point. The artists with a given area or
space, are to place all the elements with in this space.
(2) Proportion- Proportion is closely related to
balance since it refers to the division of space among
layout elements for a pleasing optical effect. Good
proportion in an advertisement requires a desired
emphasis on each element in terms of size and
position. If the major appeal in an advertisement is
product‟s price. The price should be displayed in
proportionate space position.

(3) Contrast and Emphasis – Contrast means
variety. An advertiser always looks to
advertisements from completion point of view and
desires the policy of the most important elements to
attract the attention of the people. An advertisement
with good contrast may attract the attention of
customers.. Different colours sizes and shapes of
elements in an advertisement add contrast.
(4) Eye Movement – Eye movement is the design
principle which helps move the eyes of the readers
from element to element in the order given in the
hierarchy of effects model for effective
communication of the message in advertising.
An effective ad uses movement to lead its reading
audience from initial message awareness through
product knowledge and brand preference, to ultimate
action (intent to purchase).
(5) Unity or Harmony – Unity or harmony is
another important design principle. Although each
element should be considered as a separate unit in
striving for balance, proportion, contrast and eye
movement, the complete layout or design should
appear as a unified composition.
Common methods of securing unity in layouts are (i)
use of consistent typographical design. (ii) repetition
of the same shapes and motifs, (iii) the overlapping
of elements (iv) use of a boarder to hold elements
together and (v) avoidance of too much which space
between various element.
Elements of a layout
An advertising copy is the means by which the
advertiser‟s ideas are given expression to in a
message to readers. Regardless of its length and
brevity copy refers to all the reading matters of an
advertisement, including the headline, sub- headlines,
text or body, and the name of the firm or the standard
initials of the advertiser.
As a reader turns the pages of a magazine or
newspaper, he notices so many advertisements but a
great variation in copy. Some copy may be so
sticking that the reader takes immediate action and
rush to the nearest dealer to purchase it while there
may be some other copy or copies that he does not
like or it does not click to his mind. The first copy
conforms to the requisites of a good copy. The
following are the main components of an
advertisement copy
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1. Background 9. Name Plate
2. Border 10. Price
3. Caption 11. Product
4. Coupon 12. Slogan
5. Decoration 13. Space
6. Heading 14. Sub-heading
7. Illustration 15. Text
8. Mascot 16. Trademark
1. Background - The background for the
advertisements should be somewhat catchy and
colourful. The arrangement of background differs
from medium to medium and advertisement to
advertisement. In short, background should be
suitable for the contents of the advertisement.
2. Border - It is defined as the frame of the
advertisement. Border is employed to impart the
reading atmosphere. The border may be light or
heavy, obvious, plain or fanciful. The border may
also contain a logo.
3. Caption - It refers to the subtitle. But in most of
the advertisement it is converted into heading or sub-
heading.
4. Coupon - Coupon is that part of the advertisement
which is intended for the convenience of the
prospective customer in communicating with the
advertiser. The coupon must contain the name and
full postal address of the firm followed by the offer.
The offer should be brief and clear. There should be
space for name and address of the prospective
customer.
5. Decoration - Advertisement decoration is the
ornament of the advertisement. This is done to
emphasis the advertisement message.
6. Heading - The heading or headline is defined as
the title of the advertisement. The words in the
heading should be short.
7. Illustration - Illustrations are the part of layout that
pictures the basic theme of the advertisement. It has
the power to capture the attention of the reader. The
advertisements become richer by the use of
illustrations.
8. Mascot - It is known as the trade character or trade
figure. It is an illustration of either a real or an

imaginary figure or personality given in the
advertisement.
9. Name Plate (logo) - The name plate or name block
is the signature of the advertiser. It represents the
personality of the company and its product.
10. Price - It is another part of layout. The price of
the product should be featured clearly. The price is
usually taken in the concluding lines of the copy.
11. Product - It refers to the representation of the
product offered for sale. A very popular practice is to
show the product in use with illustrations.
12. Slogan - Slogan is a sales argument. The
arrangement of slogan in the layout is determined by
the importance of its relation to the advertising
message.
13. Space - Space refers to the entire space left in the
space hired by the advertiser. This depends on the
design of the copy.
14. Subheading - It is a secondary heading. It is given
to support the heading or to pick out the various
selling points given in the text.
15. Text - Text or body of the advertisement refers to
the general reading matter. It is the subject matter of
the copy. It should be neither too wide nor too
narrow.
16. Trade mark - It is a word or design by which a
product is defined. If the trade, marks are registered
it can be included in the layout.
Types of Layout :
1. Standard Layout : It consists of a dominant
illustration, headline, body copy and signature,
generally in that order. It is highly popular in the
field of advertising.
2. Editorial Layout : The advertisement resembles
editorial matter
or press reports in a publication. Main emphasis is on
body copy.
Words dominate the advertisement and illustration
may be missing
or given less importance.
3. Poster Layout : Total stress is on the visual. Copy
is very short
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and illustration provides details e.g., advertisements
of soft drinks
and chocolates.
4. Cartoon Layout : Cartoon type illustrations and
matching copy
is used to attract attention e.g., advertisement of
Amul butter and
Tortoise coil.
5. Comic-Strip Layout : The layout follows the
pattern of the comic
strip by telling a story with the use of sequence of
drawings.
6. Picture Caption Layout : Pictures and captions are
used to
explain different aspects of the product or services
e.g.,
advertisement of automobile or mixer grander. It is
suitable to
advertise costly consumer durable products.
7. Picture-Cluster Layout : The layout performs the
same function
as in the case of picture-caption layout. Captions are
not used.
Cluster of several vertical and horizontal rectangles
are used.
FUNCTIONS OF LAY OUT.
The following are the important functions performed
by a layout.
1. Assembling different parts.
The main function of lay out is to assemble and
arrange the different parts or elements of an
advertisement illustrations, headline, slogans etc:-in
to a unified presentation of the sales message.
2. Opportunity for modification.
In the case of TV commercials, film commercials etc,
lay out is called as ‘ story Boards’ and these offers an
opportunity to the creative teams and advertiser to
suggest modification before its financial approval,
and actual production.

3. Specification for Costs – The layout provides
specification for estimating costs and it is a guide for
engravers typographers and other craft workers to
follow in producing the advertisement.
Classification of Advertising
I) Classification on The Basis of Area Coverage :
On this basis advertising may be classified into the
following four categories, viz., (1) local, (2) regional,
(3) national, (4) international advertising.
1. Local Advertising : It is also known as „retail
advertising‟. It is undertaken by local retail stores,
departmental stores, co-operative stores, selling
cloth, saris and other consumer goods and consumer
durables. It is directed at local customers. Media,
used for local advertising, are shop decorations, local
newspapers, magazines, posters, pamphlets,
hoarding, new signs, local cinema houses, etc.
2. Regional Advertising : . It covers a particular
region, which may be one state, or, more than one
state. Media, used for regional advertising, include
regional newspapers, magazines, radio, regional
T.V., outdoor media, etc. It is considered to be an
ideal form of advertising for launching and
marketing a new product in a specific region.
3. National Advertising: It is generally undertaken
by manufactures of branded goods, for which,
advertising messages is communicated to consumers
allover the country. Almost all possible mass media,
including national newspapers, radio and television
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network, are employed for national advertising. In
India, Indian Airline Hindustan Lever Ltd., Vicco,
Godrej, Bajaj and Kirloskar are a few leading
advertisers at national level.
4. International Advertising : This type of
advertising is undertaken by those companies, which
operate in more than one country, known as „multi-
national‟ companies. Exporters, generally advertise
their products and services in foreign countries,
where ready markets are available. Air India and
other airlines, and multinational companies advertise
their products and services allover the world.
II. Classification on The Basis of Audience On this
basis, advertising may be classified into the
following four categories, viz., (1) consumer
advertising, (2) industrial advertising, (3) trade
advertising, and (4) professional advertising.
1. Consumer Advertising : This type of advertising
is directed to the ultimate consumers of the consumer
products, i.e., the individuals, who buy, or, use the
consumer products, or services, say, for example,
toilet soap, toothpaste, toothbrush, tea, textiles, etc.,
for themselves and for their families. All types of
consumer products need continuous and extensive
advertising on T.V., radio, and press.
2. Industrial Advertising : This type of advertising
is used by manufacturers and distributors of
industrial goods. Such as, machinery, plants,
equipments, spare parts and components, and are
directed at industrial users or customers. Such
advertisements usually appear in trade journals, trade
dictionaries, business magazines and so on.
3. Trade Advertising : This kind of advertising is
employed by manufactures and/or distributors to
influence and persuade wholesalers and dealers
(retailers) to stock and sell the goods of the advertiser
by offering incentive schemes to them, or, by inviting
dealership for their particular products(s).
4. Professional Advertising : It is directed at
professional like doctors, professors, engineers and
others, who are expected to recommend, prescribe,
or, specify the advertised products to ultimate
consumers. This is done through professional
journals and representative of the advertisers.
III. Classification on The Basis of Media
On the basis, advertising may be-classified into the
following four categories viz., (1) Print media
advertising; (2), broadcast media advertising; (3)
outdoor media advertising.

1. Print Media Advertising : The print media
consists of newspapers, magazines, journals,
handbills, etc. No newspaper or, journal, today, can
survive without advertising revenue..
2. Broadcast Media Advertising : Electronic, or,
broadcast media consists of (i) radio, (ii) television,
(iii) motion pictures, (iv) video, and (v) the internet.
The radio is audio in nature, appealing only to the
sense of sound (ears). Radio advertising is more
effective in rural areas, as compared to urban regions.
Television, as an advertising medium, is more
attractive and effective because it is an audio-visual
medium appealing to both the senses of sight sound
(eyes and ears).
3) Outdoor Media : This include posters, neon
signs, transit, point of purchase (POP), etc. Outdoor
advertising can be a good supporting media to other
forms of advertising. It is a good form of reminder
advertising, especially, the POP advertising.
4) Other Media : This includes direct mail,
handbills, calendars, diaries, cinema advertising,
internet and so on. These miscellaneous media can
play an important supporting role to the major media
such as television, and newspapers.
IV. Classification on The Basis of Function :
1. Direct Action and Indirect Action Advertising :
Direct action advertising is undertaken to obtain
immediate response or action on the part of target
audience. Examples include discount sales
advertising, sale along with free gift offers, and mail-
order coupon sales, etc. The media used is mostly
newspapers, and television. Indirect action
advertising is undertaken to influence the audience in
respect of advertiser‟s brand. The advertiser expects
the target audience to prefer his brand as compared to
competitors whenever a buying decision arises in
future.
2. Primary and Selective Advertising : Primary
Advertising is undertaken by trade association or by
cooperative groups. It is undertaken to create generic
demand for products and services. For example, the
Coffee Board may advertise to consume more coffee.
Selective Advertising is undertaken by marketers of
branded products. The advertiser intends to create
selective demand for his brand. Examples include
Pepsi Cola, Coca Cola.
3. Product and Institutional Advertising : Product
or Service advertising is undertaken to promote the
sale of products and services-branded or unbranded.
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Institutional advertising is undertaken to build name
and goodwill of the organisation. It is also, know as
corporate advertising or image advertising. It is
mostly undertaken by large firms.
V. Classification on The Basis of Advertising
Stages . On this basis, advertising may be classified
into the following three different categories, viz., (1)
advertising at pioneering stage, (2) advertising at
competitive stage, and (3) advertising at retentive
stage.
1. Advertising at Pioneering Stage : Advertising at
„pioneering stage‟ is undertaken to make the
audience fully aware of the new brand of product and
to inform, influence, and persuade them to buy, or,
use it by highlighting its unique features.
2. Advertising at Competitive Stages : Once the
brand survives the introductory stage, it has, soon to
face a stiff competition with other well established
brands in the market. At this stage, competitive
advertising is undertaken to promote sales
effectively.
3. Advertising at Retentive Stage or Reminder
Advertising : When the product has captured a large
share of the market, „retentive advertising‟ is
undertaken to maintain, or retain the stable position
in the market as long as possible. Moreover, if the
same product is passing through the declining stage
in the market, this type of advertising is used to
remind the buyers about the product hence, it is also
known as „reminder advertising‟.
Types Of Advertising
Advertising is also classified according to their
functions and role. Some of the important
classifications of advertising are as follows :
1. Social Advertising : Social Advertising is
undertaken by non commercial organisations such as
Trust, Societies, Associations etc. The main objective
of Social Advertising is to work for social cause.
Advertisements for collecting donations for war
victims or for victims of natural calamities, sales of
tickets for a show etc. are examples of Social
Advertising.
2. Political Advertising : Political advertising is
undertaken by political parties to motivate the
general public in favour of the ideology of the party

in question. Political advertising are intensively made
during election times to gain favour of the voters.
3. Retail Advertising : Retail advertising is the
advertising by retailers who usually sell goods direct
to the customers. Retail advertising has such
objectives as : (i) to sell the stock; (ii) to establish the
identify of business; (iii) to attract personal,
telephone or mail order shoppers. Retail advertising
is done through window display, neon signs, posters,
leaflets etc
4. Financial Advertising : When an advertising
message is directed to attract for raising capital, it is
called financial advertising. The banks, insurance
companies and commercial undertakings collect
required funds from the savings of the people by
motivating them to post-pone present expenditure to
future-period.
5. Corporate Image Advertising : Corporate Image
advertising designed or aimed to create a proper
attitude towards the seller and to build goodwill or
image for the advertiser.
8. Public Relations Advertising : It is a part of
institutional advertising. The basic objective of
public relations advertising is to establish co-ordial
and healthy relations with the customers, bankers,
suppliers, Government. Patrons and the general
public.
9. Institutional Advertising : The object of
institutional advertising is to build manufacturers
reputation in the minds of the public in general. The
advertising message is directed to tell about the
Company, its people, its contribution in promoting
social welfare activities, in promoting consumer
satisfaction its achievements in technology its broad
philosophies, its share in economic progress of the
Company etc.
10. Internet Advertising : The Internet facility has
been around for some 30 years. At present, Internet
the fastest growing medium in history, offers
incredible opportunities for a wide range of people in
both business and advertising. For advertisers, there
is a whole new world of potential customers.
11. Primary Demand Advertising : The main
objective of Primary demand advertising is to create
demand for a new product or product category. This
is necessary in the case of a newly developed
products or the products which are costly in nature.
For example, cars, refrigerators, washing machines,
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watches, etc. Such advertising is directed towards a
class of customers, it is also described as selective
demand advertising.
12. Selective Demand Advertising : Selective
demand advertising is done to meet the growing
competition mainly in growth stage of the life cycle
of the product. Here, the goal of advertising is to
push the demand of specific product or service.
Often, promotion becomes less informative and more
emotional during this phase. Selective demand is
when a prospect has a need, has identified the need,
and is ACTIVELY seeking out a solution. In these
cases the prospect will come to you if he feels
comfortable in your company's ability to solve his
needs.
13. Product Advertising : Product Advertising refer
to the advertising of tangible product. It is for the
marketing of the product advertising as a powerful
instrument has emerged. A product may be anything
in which a trader deals or trade. A product may be
tangible of intangible. Products like radio, soap, pen
cloth etc. are tangible products and services of
professional people like doctors, lawyers, engineers
etc. are intangible products.
14. Service Advertising : Service advertising is
designed to operate in the public interest. It is
undertaken to seek public welfare and social
development. It is in the nature of non-commercial
institutional advertising.
15. National Advertising: It is generally undertaken
by manufactures of branded goods, for which,
advertising messages is communicated to consumers
allover the country. Almost all possible mass media,
including national newspapers, radio and television
network, are employed for national advertising.
16. Retail Advertising: Retail advertising is the
advertising by retailers who usually sell goods direct
to the customers. Retail advertising has such
objectives as : (i) to sell the stock; (ii) to establish the
identify of business; (iii) to attract personal,
telephone or mail order shoppers.
VARIOUS MEDIA OF ADVERTISING.
Advertising media is the vehicle used to carry the
advertising message from the sendor to the intended
receiver. Since advertising is a means of mass
communication, it requires mass media. This enables

advertiser to get in touch with a large number of
people at a time. The basic objective of media is to
place the advertising sales message before the
prospective buyers.
‘Media Planning’ involves selecting appropriate
media for carrying the advertisers message to target
markets, deciding what to buy and how much to
spend in each medium, and scheduling when the
advertising is to run. A recent study shows that more
than 80% of money spent for advertising are paid to
media.
Selection of Media.
The individual advertising situation largely
determines the complexity of media selection. A
retailer in a small town does not have much of a
problem. However a producer has the problem of
choosing media among news paper, radio, TV, out
door and direct mail.
There are no rules or set formulas for solving these
selection problem. Each type of media has its own
character and differs from one another. There is ‘no
single best’ media for all advertisers.
A useful model for building a media plan centers on
four questions.
A. WHO do we want to reach. - No product or
service is consumed by every one, and through
market segmentation the planner select the best
prospects. The planner then selects the media with
audience that best fit the target market. These media
would reach the largest number of prospects with the
available money.
B. WHERE are they located - Advertising needs a
sound strategy. There may be regional differences in
taste and preferences , and some medias like news
papers magazines etc’ coverage are limited to certain
regions. Obviously , local and regional advertisers
confine their media choices to those that best cover
their particular trading areas. National advertisers
select national media, whose coverage best fits the
geographic distribution of firms sales.
C. WHAT is the message. - What message is to be
communicated has considerable importance. A
particular copy approach or technique of presentation
requires a particular medium. For example if top
quality color printing is needed, magazines would be
better than news paper. Product demonstration can be
done through TV, in a better way
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D. WHEN do we run the Ads?
When to advertise can be planned in terms of seasons
of the year, months, days and hours. The regular
issue dates of print media (weekly, magazines etc)
and specific time units of TV and Radio let
advertisers select the time when their messages will
be seen. Advertising there fore can be scheduled to
fit seasonal sales and day by day shopping habits.
To answer the Four W’s media planners require
much information about the many media alternatives.
Such information includes circulation, audience
costs, and competitive activity.
Medias in Advertising.
The most brilliant and original advertising ideas will
be wasted if they are not presented through the right
media in the right place at the right time to the right
people. Hence the selection of right media is an
important for achieving the objectives of advertising.
There are different media of advertising. Print media,
broadcast media, direct mail, and outdoor and many
other media serve the advertiser by communicating
the message to masses. The advertiser has to select
the media, which is most suitable to him keeping in
mind the various economic and social considerations
such as cost of media, size and nature of business,
Fund allocation and coverage of media. Some times
advertiser use more than one media at a time , in the
same market.
Determinants of Advertising Media
An advertiser usually selects a media considering the
following factors/ objectives.
1. It must reach the largest number of people.
2. It must attract their attention
3. It must be less expensive.
But in practice there is hardly any single
media that satisfies the above three objectives. There
are number of advertising media choices available to
the company in India. However, the real managerial
task is to identify from among them the one (s) which
is relevant for the company. For this purpose the
management should consider the following factors:
1. The Nature of the Product : The nature of the
product determines the choice of the advertising
media. For instance, cinema, television, colour
periodicals would be the obvious choice for products

like fabrics and toilets requiring visual presentation.
In this connection, management should develop a
product-media match.
2. Market Requirements : While selecting
advertising media, the company‟s market
requirements should be considered. When they meet
these requirements, they lend themselves to good
use. For example, specialised high fashion colour
magazines would be the proper media for consumers
with high income groups. Similarly, outdoor media
would be appropriate when consumer action is to be
induced at the point of purchase.
3. Advertising Objectives : The advertising
objectives also determine the type of media to be
selected. For example, the press is preferred to
project corporate image while radio and television is
relevant for product advertising.
4. Distribution Strategy : The advertising media
should be compatible with the distribution strategy
adopted by the company. For example, if the
company is selling through middlemen wholesalers
and retailers etc., then outdoor advertising media
duly supported by television, radio and cinema etc.
may help to pull the product out of channel.
5. Nature of the Message and Appeals : The nature
of advertising message appeal also determines the
advertising media for a company. The media should
be able to carry the message and appeal to the right
persons in the perspective. For example, if time is the
essence of communication, daily newspaper and
radio may be the best choice. Mass consumption
items like soaps, toothpastes, hair oil etc. may
determine television, newspapers as the best
selection.
6. Budget : The budget available for advertising
purpose will decide the choice of media of
advertising. For example, a manufacturer having
comparatively large funds for advertising may
choose television or radio or both as a media of
advertising. On the other hand a medium or small
sized businessman may prefer newspaper and
magazine as an advertising media.
7. Competitors Choices : A company should also
take into account the wisdom of competitors media
choices despite differences in advertising objectives
and appropriations. It is not desirable to outright
dismiss their choices. Generally, the advertising
media used by competitors are preferred so as to
make an impressive appeal for the product.
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8. Media Circulation : The company should take
into account the circulation of the advertising media.
Media circulation must match the distribution pattern
of the product. This applies to the press media. The
advertising media selected should have maximum
circulation, such as Hindustan Times etc.
9. Media Availability : The question of media
availability is quite relevant while considering
advertising media alternatives because not all medias
are available to a company at all times whenever
required. For instance, in 1973, and 1974, owing to
acute newsprint shortage, space availability in
national dailies was a real problem.
10. Penetration : How can we penetrate the market
most thoroughly or how can we reach the greatest
number of potential customers is also an important
factor influencing the choice of a particular
advertising media.
11. Size and Nature of the Business Enterprise :
The size and nature of the business enterprise also
play an important part in making a choice for the
advertising media. A big business enterprise may
make use of television, radio and newspapers having
national network, whereas a small unit may prefer
local newspapers and cinema-slides etc.
Thus the above factors are generally considered
while selecting the advertising media for selling the
products.
Direct and Indirect Advertising.
If the message is to be communicated to specific
persons, the advertising is direct. The advertiser may
write letters to consumers directly persuading them
to buy his product or service.
Indirect advertising is meant for people at large.
Advertising made through indirect media can be
heard and seen by any body.
Indoor and Out Door Advertising
The media which are available to the modern
advertisers are really numerous. One can sit
“indoors” and read news papers, magazines, journals,
listen to radio, and see TV. These Medias are called
indoor Medias.
On the other hand outdoor advertisements are seen
out doors. These advertisements are so located, so as
to catch the eye of the passers immediately. Eg are
posters, hoardings, neon signs etc. because out door
advertisements are fixed at some specific places,

people are able to see them again and again and there
fore their impact is better.
Print Or Press Media.
Press advertising remains the most popular and
effective method of publicity today. News papers and
magazines have become the part of the culture and
life of the people today. It plays a very important part
in advertising. Press publicity takes two forms -
News Papers and Magazines.
1. News Papers.
Perhaps the oldest , powerful and the most popular
media available to advertisers is news paper. It can
communicate the information to a large number of
people and is also able to reach the most interior part
of the country. News papers has become the most
common habit of literate people. News papers
provide a wide coverage of local and national
markets. As they are published regularly, one can
advertise daily if he wants to do so. News papers can
be divided in to morning or evening editions, Sunday
news papers, bi weekly etc. it is interesting to note
that the advertiser depends on news paper while the
news paper depends on advertisers for financial
support.
In India , there are number of news papers both in
English and regional languages. Many newspapers in
English and Hindi have nation wide circulation. So a
message given in a news paper, may have better
impression on the minds of the people and it may be
more specific, clear, and lengthy.
The marketers choice of news paper depends upon
many factors such as area of circulation, type of news
paper etc. the advertiser has to enter in to an
agreement with the news paper for space for
advertisement.
Advantages of News Paper Advertising.
1. Low cost per Reader.
News paper is the cheapest media of advertising as
far as its cost per reader is concerned. Because news
papers are read by millions of people and the
message may be carried to them with out any
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additional expenditure. The larger the circulation, the
lesser the cost per individual. Hence this medium is
economical.
2. Flexibility and Timeliness.
News papers offer a lot of flexibility. According to
the convenience and necessity of the advertiser, the
shape, size and appeal may be frequently changed.
Messages given have timely impact and current
events can be easily capitalized.
3. Choice of Market.
Generally a news paper is more popular in one region
than in other parts of the country. In our country , for
example, Hindustan Times is more popular in Delhi,
and its surrounding areas ; The Statesman in
Calcutta, and The Hindu in south India.
An advertiser who wants to appeal particularly to the
consumers of a particular region or market, can make
a choice of the news paper in which he would buy
space on this basis. Besides these national dailies,
some local news papers are widely read in hat
particular region or a segment of that region. Such
papers can very well be used to help the dealers by
advertising the product along with their names.
4. Repetitive Value.
The daily news paper offers an opportunity to the
advertiser to repeat his message at a short interval of
only one day. This will help the advertiser in
popularizing the products and services. This is of
particular use, if the advertiser is introducing a new
product in to the market.
5. Quick Response.
In case of news paper advertising, the public
response is quick. The selling message reaches the
public while it is fresh. It pin points the shopping
opportunities and thus makes quick results. The
effectiveness of news paper advertising can be tested
quickly. Generally public respond quick to the news
paper advertising and demand for goods comes
quickly if the news paper AD is effective.
6. Reaches Large number of People.
News papers are usually widely circulated and even
single news paper is read by at least four persons.

7. Other Advantages.
By inserting frequent Ad’s in News papers, their
visual appeal may be created very easily. So appeal
made on TV or in films, has greater impact on the
minds of the people, if it is advertised in news
papers.
A news paper is read by persons of different
interests. It has some thing of interest to every
member of the family.
Disadvantages.
As against the above mentioned advantages, news
paper advertising suffers from the following
limitations.
1. Many people don’t go through the
advertisements. They read news items and just over
look the ads appearing in the news paper.
2. News paper advertisements are short lived.
Old news papers are discarded as waste paper and
there fore the longest life span of a news paper is
perhaps twenty four hours.
3. As the quality of paper used as news papers
are poor, photographs and artworks cant be
reproduced clearly and effectively.
4. Ads appearing in local news papers, which
has limited circulation becomes ineffective. Similarly
products which have got limited local market,
advertising in news papers which is widely circulated
is definitely a waste.
5. In a country like India, where major portion
of the population are still illiterate, news paper ads
has no value.
Magazines And Journals.
Besides news paper, magazines and journals which
are published at frequent intervals also forms another
media of advertising. Magazines and journals are
periodicals published monthly or quarterly and
generally contain articles and news of current
interest. Journals are published on subjects like trade,
industry, agriculture, commerce, banking, economy,
religion, politics, etc. some times specific magazines
and journals enjoy a longer life than news papers.
Usually better quality papers are used for journals
and magazines and hence Ad’s appear more clearly
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and effectively than news papers. They also got
longer life than news papers.
Advantages.
1. Advertising through magazines and journals
have longer life than news papers. They are kept
around the house until the next issue. Some
magazines and journals are kept for future references.
Hence the Ad’s can have repetitive impression on the
readers
2. Magazines and journal advertising creates
lasting impression on the readers by quality paper,
fine printing, clear photographs, fine colors, and
attractive presentation. Thus such Ad’s are able to
attract and hold the attention of the readers.
3. Magazines an journals have both general
readership and specialized readership. The advertiser
can advertise his message for general consumers and
specific consumers. For example magazines have
special columns like sports, beauty, cinema etc. thus
a selective approach can be made through magazine.
4. As different magazines have different classes
of readers, a suitable magazine may be selected for
advertising so that the appeal is selective to a
particular class. For example Jewelry can be
advertised in women’s magazines.
5. Since most magazines and journals have
nation wide and even international circulation and
wider readership, ads are widely read and seen.
Limitations.
1. Magazines and Journal advertising is limited
to the literate persons only.
2. They have limited circulation in comparison
to news papers. Hence Ad’s have limited appeal on
the readers.
3. It is costlier to advertise in magazines and
journals than in news papers. Due to high quality of
paper, color printing, and use of advanced
technology, magazines and journal advertising
becomes costly.
4. They are not suitable for new products, where
repetitive advertising is essential. Since the time gap
between two publications is long, it is not a suitable
media for introducing new products.
5. Usually magazines takes time in printing and
there fore urgent advertisements can’t be booked.

6. Advertising in magazines and journals is a
time consuming process. The advertisement material
has to be sent much in advance to the office.
Direct Mail Advertising.
This is one of the oldest media of advertising. Direct
mail advertising is a way of sending sales messages
directly to the prospects, either through post or
through salesman or dealers. This is a kind of printed
advertising carried on by having direct contact with
prospects through postal services. This method is
suitable for explaining details about products and
services.
In direct mail advertising, the sales message is sent
by means of sale letters, circulars, folders, catalogues
and book lets. Some of the important media of direct
mail advertising are:
A. Sales Letters.
This is the most widely used method of direct mail
advertising. The letters are directly sent to prospects
through post.
B. Circulars.
It is a detailed form of a sales letter. Circulars usually
contain several pages and describe all details of a
product or service like price, discount, multiple uses,
etc. they are usually printed on good quality paper
with photographs.
C. Stuffers.
Some times producers of a variety of articles or
services, use sales letters to deliver brief messages.
They are called as ‘Stuffers’ and they provide
illustrations and specifications of all commodities.
D. Folders.
Folders are big sale letters which can be folded
several times in several ways. They contain many
pages full of explanation and description about the
product.
E. Broad Sides.
These are giant sized folders designed to impress
prospects by their size, attractive colors and
illustrations. most of them are aimed at wholesaler’s
and retailers ; some are designed to be displayed in
retail shops.
F. Catalogues and Booklets.
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Usually these are sent to customers, who either
enquire about the product, or show interest in
purchasing the product. Catalogues are illustrative
price lists containing the price and features of goods.
Generally catalogues are sent to business buyers and
larger order placing customers like libraries, who
preserve them and refer whenever necessary. Book
lets are small books containing of several pages with
cover pages. They are designed for thorough reading
and study. Similar to that of catalogues, these are
sent usually to bulk purchasers and business
purchasers.
G. House Organs
These are published by the Co’s from time to time to
inform about Co’s activities. These generally contain
articles stories and pictures; for the purpose of
influencing customers. These Co magazines are
usually supplied to wholesalers, retailers, sales man
at free of cost.
H. Novelties.
Some times novel gifts are sent to customers free of
cost to build goodwill and prestige of the Co and to
win the heart of the customers. For example Pencils,
Memo books, Calendars, Pen stands, etc are sent
with selling messages printed.
Advantages.
1. These are directed to specific persons. This is
the closest substitute for personal selling. Here the
seller addresses his buyers by name and the
promotional message is private, personal and
confidential.
2. here the selling points are elaborately
discussed and illustrations are given more accurately.
3. as advertising materials are sent to the buyers
by his own name, and delivered directly to him, the
most busy people can be easily reached.
4. Here selectivity is possible, because it is
meant for selective customers only. Thus advertiser
is able to send the selling messages to the persons for
whom it is intended. This helps to minimize wastage.
5. Here the advertiser can maintain secrecy
because the materials are directed to the buyers
usually by his own name.
6. In direct mail advertising, the seller can
measure the impact of advertising satisfactorily.
Results can be checked by measuring the response to
mailing.

7. Direct mail materials like catalogues , book
lets, etc have got some educative value. This helps
the customers a lot by providing information.
8. This enjoys the advantage of timelines if the
materials are sent at the right time.
9. Direct mail advertising is the most flexible,
adjustable and adoptable of all media.
Limitations.
1. direct mail advertising is costly. The cost of
preparing and dispatching advertising materials are
very high. Only Co’s having large financial resources
can afford such a form.
2. The coverage is limited, and therefore it cant
be considered as a means of mass communication.
3. Direct mail advertising in the absence of
requests suffer from low reader interest. In other
words unless the customers themselves request,
direct mail advertising gets little response from them.
4. In case of direct mail advertising, it becomes
quite difficult to prepare a reliable mailing list.
Further the success depends upon the updating of the
mailing list.
BROADCAST MEDIA.
Advertising through Radio, Cinema, and TV has
become common. It is a part of indoor advertising.
Radio Advertising.
Radio advertising appeals through the ears. Now a
days, several broad casting stations all over the world
are selling time for the purpose of commercials.
Over the years , Radio has become a very popular
and effective medium of advertising in our country.
Almost every family has a Radio in India. The
impact of Radio advertising is quite clear in
advanced nations. The Voice of America, BBC, and
AIR accept advertisements to broad cast them on
radio. Radio advertising in India was started in
November 1967, when commercial services on
Vividh Bharti was started.
Radio advertising may be described as word of
mouth advertising on a large scale. It is only because
the advertisers deliver the message orally and not
visually. It is quite different with other meia, because
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it makes appeal to the ear and not to the eye, with the
effect that the message is conveyed to the masses.;
whether literate or illiterate.
Advertisers using the Radio as the medium of
advertising may be national or local. It serves the
regional rather than national, because of many factors
such as language problem, or the appeal to listeners
may vary from region to region. With the advent of
TV, some industrial observers felt that the radio
advertising might become obsolete.
Merits.
1. Human Appeal.- Radio broad casting has
human touch un equaled by the print medium. It is
alive and quite dramatic. It can be made like a face to
face conversation.
2. Variety of program.
It affords variety of programs that facilitate the
selection. The programs of special interest to the
family members can be use for promoting
appropriate products.
3. Sales messages can reach both literate and
illiterate people; as they can listen and understand
radio advertising. There for the scope of this media is
much wider.
4. Radio advertising can be changed according
to the requirements of the product or service or
listeners. The selling message can be changed during
the day it self. Thus this media offers much
flexibility.
5. People listen to radio programs at leisure
times. There fore they are in a receptive mood while
listening to a radio. Thus message can be easily
conveyed to them.
6. Radio publicity gives the advertiser a long
sought opportunity to convey the message to the
people in their homes.
7. Radio can convey the message to the masses
even to the remote area.
8. Radio is an inexpensive medium. The cost of
advertisement per listener is negligible.
Demerits.
1. A message on the radio is highly perishable,
because it lasts only for a short while. A listener has
a chance to miss the Ad. It cant be repeated, but in
press media, reader has as many chances as he can.

2. Radio appeals only to the sense of hearing.
The medium cant take advantage of visual means of
communication as TV do.
3. High cost of time discourages radio as an
advertising medium. It is beyond the reach of small
sized advertisers.
4. The radio is a mass medium, but no single
station reaches more than a small fraction of total
audience. It is a very selective medium. Different
stations aim their programs at different audience.
5. The radio is not suitable for all products.
Goods of frequent use may be advertised, but goods
like capital goods cant make a good impact.
Thus radio advertisements can be favored only for
the goods of general use. It is regarded as an
effective media. But due to high cost, only big
enterprises can avail the fruits of the media.
Television Advertising.
Another development in advertising media in our
country is TV. It provides a scientific
synchronization of features of sound, sight and
motion, that no other medium has been able to
provide. That is why TV is the best selling mode of
advertising ever invented. A large varity of
techniques are available to the advertiser for the
production of TV commercials.
TV has to play a promising role in Indian marketing
system. This media is particularly advantageous for
those, whose products require demonstration. Now in
India, commercial advertising is a part of almost all
the programs broadcasted and the arrival of cable TV
and foreign channels gave this medium a tremendous
growth.
TV can be used as an initial medium to generate
product awareness , while a follow up radio
campaign using the TV soundtrack can also be done.
Like radio advertising, TV advertising may take the
form of short commercials, as well as sponsored
programs combining entertainment and publicity.
Merits.
1. It combines all the merits of radio and film
advertising and also include merits of sound and
sight. It can be seen at home.
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2. As TV ads combine sight and sound
elements, it is able to make a lasting impression upon
the audience.
3. It adds to the prestige of the product and its
sponsor, when a product is promoted on TV.
4. It has removed at least one limitation of radio
advertising; that is presentation through pictures.
5. It is most suitable for those producers, whose
products require demonstration. The product can be
shown on TV screen, and its qualities and features
may be well explained through this medium.
Limitations.
1. A major limitation is that it is very costly.
Small and medium sized manufacturers with limited
financial resources are not able to advertise through
this media.
2. The coverage is limited as compared to radio,
and there fore it can reach a limited area only.
3. Due to high cost, only limited message can be
conveyed on TV. There is always limitation on time.
4. The cost of producing TV commercials is
also very high, when compared to other Medias.
TV is a promising and effective media of advertising,
but it is too costly for small business man.
Film Advertising.
Film advertising is an excellent medium of
advertising, since it is a popular medium of
entertainment in today’s world. It has advantageous
of sound and motion. Many advertisers prefer this
medium because more and more people visit cinema
houses.
Merits.
1. It has a wide coverage.
2. Appeal is made to all sections of the society.
3. Advertiser can explain and demonstrate the
use of his product.
Demerits.
1. High production cost
2. A film can be shown only to the people who
come to the theatre.
Internet Advertising

At present, Internet the fastest growing medium in
history, offers incredible opportunities for a wide
range of people in both business and advertising. For
advertisers, there is a whole new world of potential
customers.
Type of Internet Advertising :
Ads on the Internet can take a variety by forms. Most
advertising on Internet can be classified as websites,
banners, buttons, sponsorships, interstitials, Meta
ads, classified ads, and email ads.
A. Websites : Website typically consist of a
home page and an indefinite number of
subsequent pages that users can visit for
further information. Some companies use
their website like an extended brochure to
promote their goods and services. Others
treat their website as an online catalog store,
conducting business right on the Net. Still
other website act in information and
entertainment provides.
B. Banners : The ad banner is the basic form of
web advertising. A banner is a little billboard
that spreads across the top or bottom of the
Web page. When users click their mouse
pointer on the banner, it sends them to the
advertiser‟s site.
C. Buttons : These are similar to banners. They
are small version of the banner those often
look like an icon usually provides a link to an
advertiser‟s home page. Since they take less
space than banner, they are less expensive.
D. Sponsorships : A form of advertising on the
Internet that is getting popular is the
sponsorship of Web pages. Corporations
sponsor entire sections of a publisher‟s Web
page or sponsor single events for a limited
period of time, usually calculated in months.
For instance, a Web page on Olympics or
some other spots can be sponsored by a
business firm.
E. Interstitials : This is a dynamic form of Net
advertising. It is a catch all term for a variety
of animated ads that pop up on the screen
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while the computer downloads a website that
the user has clicked on. There are now many
types of interstitials including pop-up
windows, splash screens, superstitials, etc.
F. Meta Ads : Used in search engines (such as
Yahoo, Google, etc.), a met ad is an
advertisement displayed on the results page
of a search, specific to the searched item.
Meta ads are also referred to as keyword
advertising.. Advertisers can pay search
engines to display their banners only when
relevant keywords are searched for by a user.
G. Classified Ads : Another growing area for
Internet advertisers in the classified ad
websites. Some of these websites offer free
classified advertising opportunities because
ad banners of other advertisers support them.
They are similar to newspaper classified ads.
You can search for homes, cars, jobs, toys,
shoes etc.
H. E-Mail Advertising : Advertisers can send e-
mail advertising to customers who have
asked for it. It is similar to direct mail
advertising, and therefore, it is the most
effective form of internet advertising.
OUT DOOR ADVERTISING.
The importance of out door advertising has been
increasing during recent years. It is perhaps the
oldest form of advertising. The main purpose of out
door advertising is to draw the attention of the public
toward the product or service and to supplement the
other media. Out door advertising is made in such a
way that it can attract the attention of a large number
of prospects. Out door advertising takes many forms.
1. Posters. Posters are usually sheets of paper
containing a message which is pasted on the walls or
other commonly visible areas. These are exhibited at
public places, well traveled streets and roads, so that
it can be seen by a large number of people.
Sometimes it is prepared on card boards or metallic
sheets. To erect posters at important public places,
the ‘Right’ should be purchased or hired from the
owner of the place.
The message conveyed through posters is usually
very brief. Bright and deep colors are used to attract
the attention of passers. Posters may contain pictures

of the products or a brief sales message. They are the
most flexible of all media, as they can be changed
frequently. It is also a less expensive media.
2. Painted Displays.
Painted displays take the form of painted bulletins
and wall paintings. They are metal or wooden sheets
erected at a height. Their size is usually larger than
posters. Usually these are painted by artists and can
be seen in cities, high ways, and in almost all places,
where traffic is heavy. The wall paintings are more
durable than posters.
3. Electrical And Neon Signs.
Another important out door advertising media is
electric and neon signs. This media has gained much
popularity in recent years. Glass boards are
illuminated with the help of electric bulbs for
advertising purpose.
Neon signs are glass tubes or signs with electrical
wiring made in the form of letters or figures to
represent the advertising message. Such message
usually remains very brief containing either the name
of the Co or the product. These are placed on fixed
structures. They are usually put at important
junctions, crossings, railway stations, bus stops etc.
These are very expensive methods of advertising and
only financially well- to- do companies can afford
such advertising.
4. Travelling Displays.
Other wise known as transit advertising, traveling
displays are painted on metallic sheets called as “car
cards”. These are usually affixed inside bus, taxis,
trains etc. this is an important medium and
passengers can read and see these repeatedly, some
times vehicles are painted with a selling message.
5. Sky Writing.
This is a modern form of advertising. It may take
several forms. Messages can be written or attached to
big balloons , which are floated in the air, and
banners and posters are released from aero planes.
Some times pilots writes the image of the product,
either in the form of ‘lighting’ or ‘smoke’ on the sky.
Some times large sized ‘kites’ are also sent to the sky
with messages written on it.
6. Sandwich Board Men
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This is the oldest form of out door advertising.
Sandwich men are hired persons carrying two
‘boards’ ; walk up and down the street. These men
some times dress up funnily and shout slogans in
favor of the CO’s products. With the invention of the
new methods of advertising, the media of sandwich
men declined considerably.
7. Window Display & Counter Display.
In certain types of retailing, store location is
extremely important. Such retailers attract the
attention of consumers by the display of articles for
sale, inside glass windows which are seen from out
side. This is usually done in case of cloth shops and
electronic products.
8. Special Displays And Shows.
Most of the manufacturers have found that putting
special displays of several products in selected stores
is a good promotional device. This kind of show
impress the general public.
9. Exhibitions And Fairs.
In the modern world of business, the importance of
exhibitions and fairs is increasing. Exhibitions are
generally organized by groups of manufacturers or
associations of manufacturers. The exhibitions may
be local, national, or international reputation. Eg.
Motor trade exhibitions like Car and Bike shows etc.
MEDIA PLANNING
Media planning is an exercise to find the best
medium or combination of media that will produce
the best overall effect relative to the needs of the
advertised brand. The media mix, in terms of balance
of usage for TV, radio and print media or other types
of media vehicles, should be such that the best utility
of the advertising budget is obtained, and duplication
of audience is avoided as far as possible. To select
the right media and to search the right target
audience for a desired response the advertiser or his
advertising agency should go for a systematic media
planning.
The following are the steps in media planning:
1. Decide Target Market : It is necessary to decide
specific market where planned efforts can be
directed.

2. Media Objectives : Media objectives are often
stated in term of reach, frequency, gross rating points
and continuity.
(a) Reach : It refers to the number of different
persons or household exposed to a particular media
schedule at least once during a specific time period.
(b) Frequency : It refers to the number of times
within the specified time period that an average
person or household is exposed to message.
(c) Gross Ratings Points : It refers to the total weight
of a media effort in quantitative terms. GRP‟s are
equal to each multiplied by average frequencies.
(d) Continuity : It refers to the timing of the media
insertions.
3. Selection of Media Types : Every media plan
requires that specific media types to be selected.
There are a number of advertising media available to
the advertiser for advertising the goods etc. These
may be grouped under the following heads:
1. Press Advertising Media - (a) Newspapers and (b)
Magazines and Journals.
2. Outdoor or Mural Advertising Media - (i) Posters,
(ii) Advertising Boards, (iii) Sandwich Boards, (iv)
Electric Display, (v) Vehicular, (vi) Sticker, and (vii)
Sky Writing.
3. Direct Mail Advertising Media - (i) Circulars, (ii)
Price-lists, (iii) Booklets, (iv) Leaflets, and Folders,
(v) Business Reply Envelops and Cards, (vi) Gift
Novelties, and (vii) Personal Letters.
4. Broadcast Advertising Media - (a) Radio, (b)
Television 5. Promotional Advertising Media - (i)
Window Display, (ii) ShowRoom, (iii) Exhibitions
and Fairs, (iv) Interior Display, (v) Trade Shows, (vi)
Samples, Coupons and Premiums etc.
6. Miscellaneous Advertising Media - (a) Cinema
and Cinema Slides, (b) Speciality Advertising, (c)
Purchase Point Advertising, and (d) Video
Advertising etc.
4. Selecting Specific Media Vehicle : Once a
decision is made on media types, specific media
vehicles within each medium must be chosen.
Media Mix: Once the media selection is decided
upon, the next step is to determine the mix of the
media one must use. This will be arrived at by
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considering the advertising company‟s marketing
objectives, its target market, media characteristics,
and its matching with the target market. The overall
advertising budget also influences the nature of such
mix, in addition to the available audience. For
example, to achieve certain advertising objectives,
one may require to use a mix of 50% newspaper,
25% magazine and the rest 25% television.
4. Media Buying : The specialist who is the counter
part of the media sales representative is the media
buyer. Most of these specialists work for advertising
agencies, although some are retained by advertisers
and some work for firms of media specialists who
offer media buying services to both advertising
agencies and advertisers. The media buying specialist
helps to decide what media should be used for a
product, purchases the media, and controls and
evaluates the performance of the media purchased.
5. Allocation of Funds : The planner should than
decide on the amount of funds that would be
allocated to each media type and vehicle.
6. Media Scheduling : Media scheduling could be
used depending upon the requirements of the
advertisers.
FACTORS INFLUENCING SELECTION OF
MEDIA.
All advertisers do not use all available media at the
same time. Depending on his own requirements and
financial conditions, the advertiser can use one or
more type of media. Several factors are to be taken in
to consideration before choosing a particular media.
While selecting a media, three levels of decision
making are required. First the merits and demerits of
a particular media should be kept in mind. Next
decision should be about the market to be reached.
Finally the most appropriate media to reach a
particular market should be chosen. An advertiser
must consider the following factors while selecting a
particular media.
1. The number of people influenced / Media
circulation.
Every medium has a general circulation. Media must
be selected keeping in view the desired market so
that waste in circulation is minimized. For local
products, media like posters, local news paper etc
should be chosen. Direct advertising can also be
resorted to. For example ,a firm manufacturing sports
shoes can choose sports journals and magazines.

2. Objective of Advertisement.
Each product or service is meant to reach a specific
market or the general public at large. In other words,
appeals are made either to specific class of
consumers or to general public. If the goal is to aid
salesmen, direct mail can be used. In case of mass
appeal, news paper, radio etc can be chosen.
3. Requirement of message.
The management should consider the mediums
which are most suitable for the presentation of the
message to the market. If a product needs a lengthy
message, out door advertisement cant be a good
media. On the other hand brief message can be
printed or can use displays, posters and neon signs.
4. Time and location of buyers.
The advertiser should select the medium which will
reach the prospective customers at or near the point
of purchase, where he buys it or makes the buying
decision.
5. Cost of Media.
The most important criterion of selecting a particular
advertising media is the cost. The cost of advertising
media should be considered in relation to
A. The amount of fund available.
B. Circulation of the media. If small amounts of
funds are available, costly media like TV, feature
film etc can ruled out. Companies having limited
funds can go for press and displays.
6. Extent of Competition.
Competition in the field is another consideration in
selecting the media. Generally the medias used by
the Competitors are preferred so as to make an
impressive appeal for the product.
7. Size and Nature of the business.
This also plays an important role. A big unit having
chains may7 make use of TV, Radio, or News papers
having national network, where as small unit will
prefer local paper or display.
Thus the above factors are generally taken in to
account, while selecting the primary advertising
media. Different media will suit the different
products and services.
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Media Research
„Media Research‟ involves the collection of data
about the various advertising media, surveying
consumers on their media preferences and habits, and
carrying out primary and secondary research on
effectiveness of each medium for selling particular
types of products. Media research is concerned with
advertising reach, frequency and the effectiveness of
different media and combination of media (media-
mix) in reaching target audience. Media research
attempts to finds out the most suitable media or
media-mix that would suit the needs of the
advertiser.
Media Research agencies are specialised agencies
which collect information about various advertising
media (Operations, circulations, popularity, cost etc.)
and supply necessary information to their clients.
There are several organisations which conduct media
survey on a regular basis for their clients. They
conduct marketing research according to the
requirements of their clients on payment basis and
supply them useful data. Such services in marketing
research are known as syndicated research.
Audit Bureau of Circulation – ABC- is one of such
agencies operating in India. All important
publications are the member of this Bureau and
nearly every daily, newspaper circulation is audited
by ABC.
Television Rating Points (TRPS) - The TRP system
was introduced in July 1986 to provide quick
feedback on the viewership of different television
programmes. TRP is conduced by Indian Market
Research Bureau (IMRB). It is conducted in 9 major
cities of India - Mumbai, Kolkata, Delhi, Chennai,
Hyderabad, Bangalore, Kanpur, Ahmadabad and
Trivandrum. The TRP system involves collection of
viewership data in respect of TV programmes on a
weekly basis from a panel of sizeable number of
respondents.
ADVERTISING AGENCIES.
Planning and executing successful advertising
campaigns call for people who have specialized
knowledge and skills; who are well informed in all
aspects of marketing and consumer behavior, who
are sensitive to people and communication, who
know the media and markets, and who are skilled
writers , artists TV producers, researchers and

managers. The organization that brings such people
together in a single business enterprise is the
advertising agency. The agency provides the
environment in which the various specialists can
interrelate and combine their talents to create
effective advertising for the agency’s individual
clients.
The American Association of Advertising Agencies
(AAAA) defines an advertising agency as : “An
independent business organization, composed of
creative and business people, who develop, repair
and place advertisements in advertising media for
sellers seeking to find customers for their goods and
services”.
So, an advertising agency is an independent
professional organization of specialists to offers
services in advertising. Their services include
preparing advertisements, placing them in suitable
media, undertaking marketing research, an so on. In
short the role of advertising agency is to plan, create,
produce, and place ad’s for its clients.
Besides planning and executing the advertisement
campaign, the advertising agency also performs
several other services like preparing sales promotion
materials, advising on marketing management, or
public relations, preparing and distributing messages
etc.
In advance countries, more than 90% of advertising
is handled by agencies. In India also, the agencies are
slowly developing. Some of the notable agencies
include ‘Lintas”, ‘Silpi Everest Clarion’,
‘Impression’,’ Jelita’, and ‘Mudra’.
The agency has become to represent he core of the
advertising profession, and “Madison Avenue”, an
area in New York, where several agencies are
located, has become the symbol of advertising in the
world.
The advertising agency charges remuneration for its
services either on the basis of commission, or fixed
percentage on the media bill. In the beginning,
advertising agents were simply agents and their main
job was to sell space in medium. But now a days,
they are extending a wide variety of services and
they have organized themselves as a big business
house.
Need For an Agency & Functions.
Usually the advertiser is preoccupied with several
problems relating to production, managerial,
financial and selling. As a result, the CO can’t spare
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sufficient time and effort in executing the advertising
program. There fore the Co’s find it safe to entrust
the job of advertising to agencies who are in a better
position to perform the job. The need for appointing
an agency for executing an advertisement campaign
arises chiefly due to the following reasons.
1. Avoid high cost.
Advertising is specialized job. In case the advertiser
keeps the job of advertising to himself, he has to
employ specialists from various fields like copy
writers, artists, design staff, market research expert,
etc on a permanent basis. It may lead to higher cost
of advertising.
However the agency can have these highly paid
specialists, because their costs are spread over many
advertisers.
2. Get timely and Satisfactory work.
Advertising agencies are usually an assembly of
experts from various fields like photography, art
acting, painting, marketing etc. By engaging an
agency, advertisers are able to get good quality Ad
work from experts. Further it can be presented timely
and with out any difficulty by the agency.
3. Select Most Suitable Media.
The agency can take un biased view of advertising
problem. As they are in close contact with various
advertising medias, they are in a position to judge the
merit and suitability of these media. Hence they are
in a position to judge and recommend the best media.
4. Get Additional Services.
Modern agencies also offer the clients many other
services besides advertising. They take up special
services like designing the packing, labels, plan
advertising program, undertake market research and
so on.
5. Conduct Market Research.
Some times agencies conduct market research about
products, consumers and methods of marketing,
because of availability of competent staff. At times,
they are able to point out the demerits of products
and marketing.
Functions Of An Advertising Agency.
An advertising agency is am independent Co,
providing a series of services to its customers.

1. It helps advertisers, create advertisements,
and place them with the appropriate media.
2. One of the most important services provided
by an advertising agency is media planning.
They employ media specialists for their
clients in determining media mixes and
schedules.
3. Media selection is another major function of
the advertising agency. In making a media
selection several factors such as cost,
circulation, population which it serves,
audiences, nature of the product, types of
customers and above all needs of the clients
should be kept in mind
4. These agencies also provide some other non
advertising services such as ‘marketing
research, public relation, price fixation,
package and product designing, distribution
etc.
5. Among other services, agencies study the
products, market, competition and the
promotional problems of their clients.
6. They work for the producers and attempt to
build attractive and favorable image for them.
The functions also include media selection,
and giving additional services.
7. Advertising agencies performs some creative
function also. They will prepare the “copy’,
illustrations, photographs, and will produce
the advertisements according to the
requirements of various Medias. These
functions are performed by professionals
(include artists, designers, producers, and
graphics specialists). Co- ordination with
client’s sales force and distribution network
is one of the important functions of an
agency.
8. Simply drafting advertising copy and handing
over the same to the media is not enough.
The next major function of the advertising
agency is to have an exhaustive evaluation of
the advertising effects for the benefit of his
client.
9. The last but not the least important function
of the advertising agency is to establish
effective coordination with client‟s sales
force and distribution network to ensure the
long running success of the advertising
campaign. Each time the advertising agency
contacts the client regarding advertising
media to be used and the number of times the
advertisement is to be repeated after giving
effect to changes, if any, as suggested by the
advertiser.
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Selection Of An Agency.
The relationship between the advertiser and his
agency can’t be undertaken lightly. Each party
should make a thorough investigation before entering
in to an agreement. Before the advertiser makes a
final selection, he should look in to various factors.
1. Suitability.
The first thing an advertiser has to see is that whether
the agency is suitable to meet its requirements. In this
context 4 basic factors are to be taken in to account.
A. Competing Accounts;- Those agencies, which are
working for competitors are generally avoided.
B. Location:- As for location, most advertisers want
an agency whose office is located where the
advertisers are. This preference is chiefly for
convenience.
C. Policies:- Policies of the agency should be suitable
for the advertiser. For example, suppose it is the
policy of an agency not to handle accounts below a
fixed amount, (say Rs 1 00 000), that agency is not
available for below that amount.
D. Size:- The size of agency is also important.
Usually, larger Co’s are able to provide numerous
facilities along with wide range of skills.
2. Facilities.
Before choosing an agency, the advertiser has to look
into his requirements and see that whether a
particular agency is in a position to offer the required
service satisfactorily. The advertiser should also see,
how efficiently the different departments of the
agency can perform the task.
3. Imagination.
The agency must possess profound knowledge and
rich and meaningful imagination in order to take up
the campaign. Imagination enables to develop the
right campaign for clients to solve their problems.
4. Records.
Much is revealed about an agency, by its records. If
an agency is really popular and reliable, it will have
maximum number of clients. The accounts indicate
their past performance, and experience.
5. Reputation.
Usually an advertiser is concerned with the
reputation of the organization, which will be creating

his advertising. The information relating to
reputation can be collected from various sources like
media, clients etc.
6. Management - Another important
consideration is the management of the agency. Here
the concern about management centers around the
caliber, quality, stability and background. The
experience of top executives is also of considerable
importance.
7. Timeliness.
The success of every campaign depends to a
considerable extent on its presentation at an
appropriate time. In fact much time, effort and
money will go waste, if the advertisements fail to
appear at the right time. There fore while choosing a
particular agency, timely delivery of goods (
advertisements) should be given due importance.
8. Rates Charged :
The advertiser considers the rates charged by the
agency. Normally, the rates depend on reputation,
facilities provided techniques adopted etc. Therefore,
an advertiser will select such agency which will
provide facility according to his requirement and
which suits its budget.
Advantage of Using Agencies
1. The marketer gains a number of benefits by
employing agencies. An agency generally has an
invaluable experience in dealing with various
advertising and marketing issues.
2. The lessons which agency learned in working with
other clients are useful inputs for the marketer.
3. An agency may employ specialists in the various
areas of preparation and implementation of
advertising plans and strategies.
4. The personnel are not members of the marketer‟s
management team. They bring objective and
unbiased viewpoints to the solution of advertising
and other marketing problems.
5. The discounts that the media offer to agencies are
also available to advertisers. This is a strong stimulus
to them to use an agency, for the media cost is not
much affected thereby.
6. The company normally does not have as many
types of specialists as a large or medium-sized
advertising agency has because an agency can spread
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the costs or its staff over many clients. It can do more
for the same amount of money.
7. The company can also get an objective, outside
viewpoint from an agency, assuming that the agency
representatives are not acting as “Yes man” in order
to keep the advertiser‟s account.
8. A related point is that the company can benefit
from the agency‟s experience with many other
products and clients.
9. Another advantage is that agency feels a greater
pressure than the company‟s own department to
produce effective results. The relations between an
agency and a client are very easy to terminate; but it
is difficult to get rid of an ineffective advertising
department.
10. The manner in which agencies are compensated,
the use of an agency may not cost the advertiser a
single paisa
Advertising Agency Organisation.
While many agencies offer the same services, they
do differ considerably in their style of operation.
Agencies organize themselves in different ways. The
organization structure differs from agency to agency
depending upon functions performed and size of the
business.
Because of the highly personalized nature of the
advertising agency business, it is difficult to say
which type of organizational structure would be
suitable for it. Many agencies are organized
according to the personal preferences of the
management. Most large and medium sized agencies
followed one of the two systems, the group system
and the departmental system and some combine
them.
1. Group System : Under this system the writers,
artist, media planners, buyers and other specialists
are assigned to a group of accounts. All are under the
general direction of an account executive or group
head.
2. Departmental System : Under the departmental
system, same type of specialists are grouped in the
same department. For instance, all writers in the copy
department, all artists in the art department and so on

The four functional groups are Creative Service,
Accounts service, Marketing service, and
Administration.
1. Creative Service:- The creative function is the
most important function. The Copy writers, artists,
art directors, and graphics specialists are referred to
as creative people. These people are directly involved
in creating an advertisement, or messages.
2. Accounts Service.:- Account management is
handled by people with titles such as A/C
Executives, A/C Supervisors etc. they are assigned
full time to the clients. They represent the agency to
the clients. They organize an control all the work
from initial planning to execution.
3. Marketing Service:- Media, research and
sales promotion are grouped under marketing
services. The media department is staffed with
analysts, planners etc. They study about changes in
media audience, cost and competitors spending. They
also plan the schedule of advertising, buying tv
times, and radio times, and negotiate with magazines,
news papers and others.
The research department is involved in agency
planning, testing the product concept, defining target
market, developing marketing and advertising
strategies, test marketing and measuring the results.
Sales promotion people manage and plan the
promotion of goods. Typical consumer promotions
are sampling, couponing, premiums and organizing
contests. Trade promotions include trade allowance,
co-operative advertising, displays etc.
4. Administrative Service. :- Advertising
agencies are, formed to earn profit and like any other
organization, must be well managed. There fore in
addition to keeping the agencies accounts, there are
people who plan, and control the agencies financial
aspects, revenues and expenses. They are concerned
with the management of advertising agency.
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Methods of Remunerating An Advertising Agency
There are basically the following three methods of
remunerating an advertising-agency in practice in our
country :
1. Commission Method : This is the oldest, and most
common method of remunerating an advertising
agency. Under this method the advertising agency
has a fixed commission by the media owners on
the advertising bill for the advertising space
bought by the respective advertising agency. The
fixed rate of commission is 15% in India as well
as in U.S.A. Though the rate of commission varies
from media to media and from country to country
but the rate of 15% is almost universal. For
example, an advertising agency places a full age
advertisement in a magazine at an agreed charge
of Rs. 50,000. The magazine will bill the agency
for Rs. 50,000 less 15% i.e., Rs. 42,500 net. The
advertising agency will bill the advertiser for Rs.
50,000 (cost of advertisement charged by the
media). Thus the difference of Rs. 7,500 will be
treated as the remuneration of the advertising
agency.
2. Fee System : The fee system came into effect
following a controversy between the advertiser
and the advertising agency. Under fee system, the
agency payment consists only the service charges
which are to be computed on the basis of cost plus
system. Under the system a certain fixed
percentage (flat rate) on cost may be charged from
the client as fee to be paid to the agency along
with the bill.
3. Service Charges : Under this method, service
charges are added to the cost of materials and
services bought by the advertising agency for the
client in art work, photography, typography, plates
etc. Normally, it is cost plus 15%.
In actual practice one of the above methods of
compensation or a combination of the fee-and-
media-commission plan or a method by which
commission granted by the media are credited
against profession fee, is used.
Types of advertising agencies.
Ad agencies come in all sizes , from small
one- or two-person shops to largemultinational,
multi-agency conglomerates such as Omnicom
Group, WPP Group,Interpublic Group of Companies

and Havas.Some agencies specialize in particular
types of advertising, such as print adsor television
commercials. Other agencies, especially larger ones,
produce work for many types of media.
Following are major types of advertising
agencies that are currently serving the advertising
industry.
1. Full Service Agencies - A full service ad agency
is one that provides a range of marketing services. A
full services agency provides services that are
directly related to advertising such as copywriting,
artwork, production of ads, media planning etc. It
also provides such services in respect of pricing,
distribution, packaging, product design etc.
2. Modular agencies A modular agency is a full
service agency that sells its services on a piecemeal
basis. Thus an advertiser may commission an
agency’s creative department to develop an ad
campaign while obtaining other agency services
elsewhere. Or, an advertiser may hire an agencies
media department to plan and execute a program for
advertising that another agency has developed. Fees
are charged for actual work undertaken.
3. In House agencies - Those companies, which
prefer to have closer control over advertising, have
their own in house agency. This type is owned
completely by the advertiser. It performs almost all
functions that an outside advertising agency would
perform andthat’s why some people refer to it as full-
service advertising department of the advertiser.
However, the difference between an in-house agency
and an advertising department is that the in-house
agency can undertake to serve several other clients, if
the owner so desires, but an advertising department
solely undertakes that work of its owner and not of
outside clients. Secondly an advertising department
may not be equipped the personnel and facilities,
which an in house agency would posses. In-house
agency not only provides control over advertising
schedule and costs, but also offers convenience for
its owner, because it is just available in the same
building as that of the head office of advertiser.
4. Creative Boutiques These are shop agencies that
provides only creative functions and not full-service.
The specialized creative functions include copy
writing, artwork and production of ads, they charge a
fee or percentage of full service agencies, and as such
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most of them convert into a full service agency or
merge with other agencies to provide a wide range of
services.
5. Mega agencies A significant of 1980’s is the
development of mega agency. Agencies worldwide
merge with each other to serve their clients in much
better way. It was in1986, Saachi & Saachi, a
London based agency who started the movement and
at present it is the third largest agency network in the
world.
6. The Specialists Agency - There are some agencies
who undertake advertising work only in certain
areas.there are agencies that specialize only in
financial services or only in publicity or onlyin point-
ofpurchase material etc. for instance Soubhagya
advertising agency concentrate on specialized in
financial advertising.
7. Media Buying Services - They are independent
companies specialized in media buying. Media
Buying service agencies particularly deal in buying
radio time and television time.
8. Sweet shops - Such agencies are small agencies
operates only in one city. Small clients who want
advertisement in local media like- local cable,
banners, posters, pamphlets etc, approaches such
agencies.
ADVERTISING BUDGET.
Advertising budget is an estimated amount an
organization decides to invest in its promotional
expenditures over a period of time. An advertising
budget is the money a company set aside to
accomplish its marketing objectives.
Advertising budget is an estimation of total expenses
that are to be incurred on advertising during a given
period of time. The advertising budget includes items
of expenditure relating to advertising programmes,
cost of space, advertising material (including
advertising copy) production expenses, media
expenses, agency commission and advertising
research etc. In the most elementary form, it states
the proposed advertising expenditure and informs
and suggests the company management of the
anticipated cost of executing the advertising plan

Thus an advertising budget is a functional budget
setting the goals and objectives in terms of income
and expenditure on advertising during a specified
period. It states the proposed advertising expenditure
and informs and suggests the Co’s management of
the anticipated cost of executing the advertising plan.
The following factors are to be considered in
determining the budget size.
1. Size and Extent of Market.
The size of the budget depends on the decision “how
many people are to be reached”. It costs more to
reach large, widely dispersed national market, than
small, highly concentrated local market. A single 30
second commercial in an American TV costs $
70,000 to $ 1, 00,000. Only advertisers with
sufficiently large and widespread market can afford
such large expenditure.
It costs more to reach a broad, widely spread market
than a well defined market segment. To reach widely
spread market requires TV, News paper, &general
magazines, which are much costly. Reaching smaller
segments require less costly, specialized magazines
and local radio involving less coverage.
2. Role of advertising in the marketing mix.
The greater the role of advertising in generating
sales, the larger the advertising budget is likely to be.
In the case of consumer goods advertising has got a
very important role and hence cost will be much
high, compared to industrial goods. In the case of
new products also, the initial cost of advertising will
be much higher, compa5red to existing products,
which require only less amount of advertising.
3. Stage in product Life cycle.
The introduction of a new product generally requires
heavier advertising. Building brand awareness,
introducing trial, and gaining retail distribution
require heavy initial advertising and promotion
expenditure. An Eg of this was Procter &
Gamble’s launching of “ High Point “ instant
coffee. The first year budget of the Co was $ 24
million.
For existing products, the cost of advertising will be
comparatively less.
4. Product Differentiation.
When the product offers a unique benefit that the
buyer can readily perceive when using it, the amount
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of advertising tends to be less; than when no such
clear differentiation exists.
5. Profit and Margin volume.
Profit margin per unit and volume of sales are
inseparable considerations. If the margin is high, then
there will be considerable money for establishing a
huge size advertising campaign. For some products
like cosmetics and health items, the margin available
is 40% to 50 % of retail price. No wonder that most
advertisers in those product categories are big
spenders.
A small margin per unit may be adjusted by a large
volume of sales. Because their volume of sales is so
high, soaps and detergents are heavily advertised.
6. Competitive Spending.
Generally a brands share of advertising is likely to be
close with the competitors advertising. Spending
some times affect the advertising success, and how
much competitors spend; should some times affect a
Co’s budget.
7. Financial Resources.
This is the most important factor which affects an
advertising budget. The advertising cost to maintain a
national market can be afforded by only a few firms,
who have tremendous financial resources. The scale
of advertising, like the scale of manufacturing, must
be adopted to the funds available.
METHODS OF PREPARING / FRAMING THE
ADVERTISING BUDGET
The popular methods which are commonly used in
determining advertising appropriation or for framing
the advertising budget are as follows :
1. Affordable Method : In this method one has to
find out what the company can afford in a given
business situation. Particularly, those companies
which have limited resources use this method. When
funds availability is a constraint, a limited fund is
allocated after other unavoidable expenses have been
duly met.
2. Percentage of Sales Method : Under this method,
the amount to be appropriated to advertising is
arrived at by multiplying the value of past year‟s
sales or the projected sales for the budget period with
a pre-determined percentage.

3. Competitive Parity Method : This method
envisages determination of advertising appropriation
in such a way that a company maintains a parity with
its competitors‟ advertising outlays. This method is
based on the principle that you are at par with
competitors. Spend as much as the competitors do.
4. Objective and Task Method : Objective and Task
Method for framing the advertising budget is
considered to be the most desirable and realistic
method. It is also known as „researchobjective
method‟. It envisages appropriation of advertising
funds on the basis of objectives to be achieved and
the task involved therein. It means advertising
objectives are set for the coming budget period and
the cost of achieving these objectives are calculated
in details in terms of task to be performed, the total
of which indicates the appropriation level. In short,
this method includes :
(i) Defining advertising objectives as far as
possible in quantitative terms. (ii) Outlining and
listing tasks to be performed in achieving these
objectives. (iii) Estimating the cost of performing
these tasks.
5. Return on Investment Method : In this method
money spent on advertisement is considered as an
investment and not an expenditure. It is an investment
in the sense that a certain return in terms of profit is
expected under this method. The advertising budget is
prepared; under this method by taking into account
the increased profits generated by an increase in sales
and goodwill on account of advertising. If sales and
profits are higher, the excess may be assumed to the
result of advertising.
6. Judgement Method : Judgement method of
framing an advertising budget is based upon the
judgement of experienced managers of the
company. This method is also referred as the
„arbitrary method‟ because it is based on the
arbitrary thinking of some experienced managers
only, this not based on any scientific lines. This
method involves no clerical or statistical or field
work. It is solely based upon the experience and
judgement of some old and experienced managers.
They frame the advertising budget considering all
situations, i.e., objectives, anticipated behaviour of
the customers and the competitors, market to be
covered, types and cost of media etc.
7. Fixed Sum Per Unit Method : This method is
similar to the percentage of sales method except
that a specific amount per unit is appropriated
rather than a percentage of the value of sales. The
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advertising appropriation may be based on units of
a product sold in the previous period or on a
forecast of unit sales in future period. This method
is most suitable in advertising appropriations for
industrial and durable consumer products.
DEVELOPING ADVERTISING STRATEGY.
Having laid down the objectives of
advertising, an appropriate strategy is to be
developed to achieve those objects. Advertising
strategy is creativity applied to knowledge for the
purpose of finding the most effective way of
achieving an end. The advertising strategy is the
totality of what a product or service is and how it is
sold to the consumer.
An advertising strategy is a plan to reach and
persuade a customer to buy a product or a service.
The basic elements of the plan are
1) The product itself and its advantages -
2) The customer and his or her characteristics,
3) The relative advantages of alternative routes
whereby the customer can be informed of the
product, and
4) The optimization of resulting choices given
budgetary constraints.
Generally strategy issue arises in two major areas of
advertising.
1. Selecting the Media &
2. Creating Advertisements.
3. Selecting the Media:-
Marketing research identifies the members of a target
market. This is an essential information needed for a
media strategy. In a simplified way, the media
selection process can be described as matching the
audience for a specific medium with the media habits
of persons in target group.
Advertising messages are at the core of advertising
planning. The value of an excellent message is much
higher than an ordinary message and at the same time
“cost’ will be more or less same. Thus a good
message only can achieve greater return on the
amount spent.

A large portion of Budget is spent for use of media.
Decisions on what type of media to use and what
specific media within these type etc requires
specialized skill and experience. What is sought in
media selection, is the delivery of effective
advertising messages to the greatest number of
prospects at the lowest possible cost. These cover
cost, coverage, and nature of message.
SIZE OF ADVERTISEMENTS.
Frequency of advertising is a basic element
of media scheduling. The size of advertisement
influences the frequency of the advertisements to a
great extent and its importance is very much. The
size of the advertisement is greatly affected by the
size of the advertising fund allocated for this
purpose, the number of media to be used an the
number of advertisements to appear during the
period. Most of the factors that influence frequency,
affects the size of the advertisements.
The size of the advertisements are also influenced by
the policies of media owners about the acceptance
of advertisements. A magazine may accept
advertisements ‘no smaller’ than a page or ½ page or
¼ th. The policies about cover pages will be
different. There are standard sizes for outside media.
( size of posters, hoardings etc) There are standard
time units in the broad cast media also. (like 30
seconds, one minute etc). News papers accept
minimum number of words for classified
advertisements or minimum space for display of
advertisements.
Another factor which influence is the potentiality of
markets. Some advertisers buy larger space for
longer time for large and potential market and
smaller space and shorter time for less potential
market. The purpose of advertisement may be the
strongest influence in determining the size of the
advertisement. A large space is used for announcing
some thing, where as a small space is sufficient to
remind.
The amount of copy, the number of products to be
included in one advertisement and illustration
needs of the advertisement determine the size of the
advertisements. The dealers and sales men’s opinions
are also considered in designing the size of the ads.
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Advantages of large size advertisements.
Although, a number of factors influence the size of
the advertisements, yet it is the decision of the top
management , considering several factors and
limitations, actually affects the size. Large size and
small size carry its own advantages and
disadvantages.
Large Size.
1. They posses greater attention value and
greater visibility, particularly in competition with
other advertisements.
2. A large space bought by the advertiser
provides him, better display possibilities. More and
more illustrations, pictures etc cam be provided.
3. A larger message, explaining each and every
aspects of the product can be displayed.
4. Big size of Ad’s usually attract the attention
of the readers.
5. Colors and special graphics can be added
lavishly, in long size Ads to gain the attention.
Advantages of small size.
1. Small size Ads will be cheaper. Advertisers
having small funds generally buy smaller space.
2. They permit more frequency and continuity.
Thus funds can be utilized wisely.
3. Some times big advertisements do not
guarantee a big attention value, readership or sales.
This is particularly applicable to technical and
industrial products.
4. Small Ads are most appropriate, when
advertiser wants to remind.
Keeping above stated points, the advertiser should
decide the size of the ad.
Advertisement Ethics
Ethics means “Good Conduct” or “Conduct which is
right in view of the society and the time period”. By
common consent, various modes of behaviour and
conduct are viewed as “good” or “bad”. Ethics
means a set of moral principles which govern a
person's behaviour or activities. Ethics in advertising

means a set of well defined principles which govern
the ways of communication taking place between the
seller and buyer.
Positive and Negative Aspects of Advertising
As like any other medium of mass communication,
advertising also have positive as well as negative
aspects. Advertising increases sales, advertising
makes the product popular, advertising helps in brand
formation, advertising makes the public aware with
the available brands or products. Advertising is the
largest financial source for mass media. Advertising
is sometimes subjected to wide criticism. Many of
the advertisements are criticised as deceptive or
manipulative. Other criticism focus on the social or
environmental impact of advertising, the effect of
advertising on our value system, commercial clutter,
stereotypes, and offensiveness.
Ethical and Moral principles of Advertising
Advertisers must have sufficient knowledge of
ethical norms and principles, so that they can
understand and decide what is correct and what is
wrong.
Ethics in Advertising
Ethics is a set of moral principles, norms or values.
It deals with good and bad with reference to a
particular culture. It refers to the moral duty and
obligation and advertiser has towards the society.
Moral principles are the rules or standards of what is
“right” or “wrong”. . An advertiser should maintain a
high degree of ethical stands i.e. he must inform the
facts or truth to consumers. An advertisement with
false claims may succeed in short run but it will
definitely give a bad name to the product in long run.
Apart from Act in force to govern the advertisers,
some rules and regulations are formed by
Government through setting of various committees
on their recommendation. According to Verghese
Committee Report (1978), the following are the
general rules of conduct in advertising:
1. Ethics in advertising means that the
advertisers should do only good advertising,
meaning thereby honest advertising. It means
that only true facts, no exaggeration and no
lies, about the product, service, idea or
institution should be stated,
2. Ethics in advertising also means that only
good products, services and ideas should be
advertised and that too to the right
consumers. Advertising for products like
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cigarettes and other harmful products should
be avoided.
3. Ads in poor taste and offensive to public
decency with double meaning tone must be
avoided.
4. Ads should avoid attacking unfairly
competitors. In sum, advertising should be
honest, objective, informative and persuasive
in contents
5. Advertising should be so designed as to
confirm to the laws of the country and should
not offend against any morality decency and
religious susceptibilities of the people.
6. No advertisement should be permitted (i)
Which divides any race, caste, color, creed,
nationality except wherein such usage would
be for specific purpose of effective
dramatization , (ii) Which is against any of
objectives, principles of provisions of the
constitution of India; (iii) Which will tend to
incite people to crime or to promote
disorder, violence or breach of law, (iv)
which presents criminality as desirable, or
furnish details of crime or imitation thereof;
(v) which would adversely affect friendly
relations with foreign states; (vi) Which
exploits the national emblem .
7. Specifically for Broadcast Media – (vii) No
advertisement should be permitted for
cigarettes and tobacco products; (viii)
Advertisement wholly or mainly must not be
directed towards any religious or political
end and have any relation to any industrial
dispute ,
8. Advertisement should not contain
disparaging reference to another product or
service. - Imitation likely to mislead
viewers
9. Visual and verbal representation of actual
and comparative prices and costs must be
accurate and should not mislead.
10. There are sufficient number of laws in India,
which are very much concerned with
advertising. 1. Advertisements (Hire
Purchase) Act, 1967:, 2. Consumer Credit
Act, 1974:, 3. Consumer Protect Act,1987, 4.
Control of Misleading Advertisements
Regulations, 1988:, 5. Copyright, Designs
and Patents Act, 1988:, etc.

The Advertising Standards Council of India (ASCI),
a body that brings together advertisers, ad agencies
and the media, has drawn up a detailed and elaborate
code. It has also established a Consumer Complaints
Council (CCC) to examine the complaints received
The following are excerpts from code of ethics for
advertising issued by the Advertising Council of
India.
1- Advertisement should be so designed as to
confirm not only to the laws but also to the morals,
aesthetic and religious sentiments of the country.
2- No advertisement likely to bring advertising into
contempt or disrepute should be permitted.
3- No advertisement of talismans, charms and
character reading from photographs.
4- Advertisement should be truthful avoid distorting
facts and misleading the public by means of
implications and omission.
5- No advertisement should be permitted to contain
any claim so exaggerator as to lead inevitably to
disappoint in the mind of public. Special care is
called for in the advertisements related with illness,
investment of money, invitation to lotteries,
publication of employment notices requiring fees for
application forms, prospects, etc.
6- Methods of advertising designed to create
confusion in the mind of consumers as between
goods of one make and another.
7- Advertising should endeavor to gain the goodwill
of public on the basis of merits of good, or services
advertised.
8- Indeed, vulgar, suggestive, repulsive or offensive
theme or treatment should be avoided in all
advertisements.
9- No advertisement should offer to refund money
paid.
10- The use of national emblem is prohibited by law
in advertisements, trade marks, etc
Unique Selling Proposition (Usp)
Unique Selling Proposition (USP) is an offer an
advertiser makes to his target customers which is
unique in relation to competing offers and promises
to deliver a certain distinctive benefit or satisfaction.
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Unique selling proposition is a creative approach and
style which was originated at the Ted Bates
Advertising Agency in the early 1940s. It is the
combination of three words - (i) Unique, (ii) Selling,
and (iii) Proposition. In order to make the concept
clear, the meaning of these three words is given
below
(i) Unique : The word unique describes an attribute
or feature which the product or brand only possesses
or no claim of the attribute or feature is currently
being made by any other competing brand.
(ii) Selling : Selling refers to sales value. The claim
whatever it is - must be strong enough, important
enough, believable enough to convince consumers
that it is absolutely in their interest to purchase the
product or brand in question.
(iii) Proposition : Proposition is a promise made by
the advertiser that the product, if purchased, will
satisfy the needs of the consumers. The proposition
should be strong enough to move the mass millions,
i.e., pull in new and old customers to your product or
brand.
Advertising Appeal
An advertising appeal is a statement designed to
motivate a person to act. The appeals which the
advertiser makes usually focus the buying motives of
the consumers. The following are the essentials of a
good advertising appeal :
1. It must be Communicative : An advertising appeal
must successfully tell what it wishes to convey. As
far as possible, the message must be communicated
in a simple language.
2. It must have a Good Theme : A good theme
means there must be something which has to be told
to the prospects. Only meaningful words become
effective in conveying the story.
3. It must be Distinctive : An advertising appeal
must be distinctive. It should present a product in a
distinctive way. If it is a new product, then „new‟
alone makes it distinctive.
4. It must be Interesting : A good advertising appeal
must be interesting. An advertisement must provide
interest to the readers or the listeners or viewers and
this can be done by telling the story of an
advertisement in an interesting manner.

5. It must be Believable : The theme of an effective
advertising appeal must be believable. The message
which is doubted can never be effective. Only facts
are presented in an interesting manner.
6. It must be Complete : An advertising appeal
should be complete and must not be superfluous.
Such information which is likely to confuse the
prospects in making buying decision should be
avoided.
Types of Appeals Used in Advertising : The
following are the appeals widely used in advertising :
1. Emotional Appeals : Emotional appeals are used
in advertising the consumer product. They are used
for inducing initial interests and arousing interest in
the advertised product. Goods like toys for children
and baby food are sold on emotional appeals.
2. Intellectual Appeals : These appeals are free from
emotional touch and are based on intelligence.
Intellectual appeal are used for selling high priced
industrial goods. They are based on rational thinking.
3. Human Instincts Appeal : Human beings are
guided by such instincts as: self-preservation,
parental care, food, clothing, curiosity and so on.
When a copy makes proper appeal to the appropriate
instinct, it will create a desire in the minds of the
reader to buy the article. For example Baby food can
be sold more easily by making an appeal to the
parental instinct and the natural affection of the
parents for their children.
4. Physical Sense Appeal: Appeals to physical
senses evolve greater response. For example, food
and beverage products are sold by inciting taste
appeal. During summer, cold drinks can be
effectively advertised with pictures of cool,
refreshing summer drinks,.
5. Positive Appeal: Appeals that follow positive
approach are called positive appeal. They create
situations under which prospects are likely to attain
happiness and peace of mind with the possession of
advertised goods. With a view to arouse product
interest, the following positive emotional appeals are
used e.g., appeals to comfort, healthy, living, family
affection, pleasure, personal appearance, sympathy,
love, pride etc. These appeals are positive because
they create awareness under which prospects are
likely to attain happiness and the mental satisfaction
of possession of materials.
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6. Negative Appeal : Negative appeals are those
which follow negative approach. They normally
include feelings like jealousy, anger, pain and fear.
These are the unpleasant feelings and no prospect
would desire to associate himself with frustration
ADVERTISING RESEARCH
Advertising research is defined as the systematic
gathering recording and analysing of data relating to
the effectiveness of advertising.
Need for Advertising Research :
1. Target Audience : It can be identified through ad
research and accordingly the message can be directed
to the right audience.
2. Media Mix : It enables to determine the proper
media mix that can be employed to run the ad
campaign. Proper media is selected to reach more
effectively to particular groups of potential
customers.
3. Unique Selling Proposition (USP) : Advertising
research helps to discover USP that can be
effectively presented in the ad.
4. Costly Errors can be Minimised : Advertising
research can prevent the advertiser from making
costly mistakes. It can be overbudgeting, selecting
wrong media, directing the ad message to wrong
audience etc.
5. Budget Amount : Advertising research also
enables to determine the proper amount that can be
effectively spent on advertising. Proper budget
amount can be allocated and utilised using the ad at
the right time and at the right frequency.
6. Layout, Copy and Illustration : It can help to
develop effective layout, copy and illustrations that
would be most effective in gaining consumer
attention and in inducing effective readership of ad.
7. Appeals in Advertising : Through proper conduct
of consumer research, one can understand their likes
and dislikes, tastes and preferences. The study can be
made of their buying motives. Accordingly
appropriate appeals can be developed to stimulate
demand among the various groups of prospects.
8. Competitive Advertising : Proper advertising
research can help to develop not only creative ads but

also competitive ads. To face the challenges posed by
competitors claimed in their advertisement and other
marketing efforts.
PRE-TEST AND POST-TEST OF
ADVERTISING COPY
The main purpose of every advertising is to arouse
the interests of the people in the firm‟s product.
Advertising copy research is done to see how will an
advertisement succeeds in attracting the attention and
stimulating the desire and action of the people for
whom it is made.
Copy testing is a tool involving a procedure where
the effectiveness of an advertisement is measured
before it appears in its final form, during and after its
exposure to the audience to determine whether and to
what extent, it has accomplished its assigned task.
Types of Tests The various methods of testing
advertising copy are 1. Pre-test methods 2. Post-test
methods 3. Concurrent methods
1. Pre-Test Methods Pre-test method refers to
testing the potentiality of a message or copy
before printing or broadcasting. It is useful
because the concepts in advertising may appear
to be simple and effective to the advertiser or
advertising to be simple and effective to the
advertiser or advertising agency. It may be
difficult from the layman‟s point of view. All
the elements in the advertising copy requires
careful pre-testing to see that the matter it
intends to be conveyed has been really
conveyed, „prevention is better than care‟. Pre
testing methods are adopted on this basis. The
following are some of the pre-testing methods.
a. Check list method - The purpose of this
method is to ensure that all elements of the
advertising copy are included with due
importance in the advertisement. A checklist is a
list of good qualities to be possessed by an
effective advertisement. The researcher has to
compare the advertisement with the checklist and
tick the items present in the advertisement copy.
As it is a pretest method omissions can be
included in the copy before release of the
advertisement.
b. Consumer Jury method - This method
essentially involves the exposure of alternative
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advertisements to a sample of jury; of prospects
and the securing of their opinion and reactions to
the advertisements.
c. Sales Area Test - Under this method
advertising campaign is run in the markets
selected for testing purposes. The impact of the
campaign is evaluated by actual sales in the
selected markets. The market with high sales is
considered the best market for effective sales
campaign. In other markets suitable changes are
made in the advertising campaign
d. Questionnaire - The draft of an advertisement
along with some relevant 84 questions is to be
sent to a group of target consumers or advertising
experts. Their opinions are collected and
analysed to find out whether the proposed
advertisement is satisfactory or not.
e. Recall test - Under this method, advertising
copies are shown to a group of prospects. After
few minutes they are asked to recall and
reproduce them. This method is used to find out
how far the advertisements are impressive
f. Reaction test - Reaction test The potential
effect of an advertisement is judged with the help
of certain instruments, which measure heartbeats,
blood pressure, pupil dilution etc. Their reactions
reveal the psychological or nervous effects of
advertising.
g. Readability test - All the listeners of
advertisements cannot read it equally. So
respondents are drawn from different socio
economic and geographical backgrounds. This
method is used to find out the level of
effectiveness when and advertisement is read.
h. Eye-movement test. - The movements of eyes
of the respondents are recorded by using eye
observation camera when advertisements are
shown to them in a screen. This helps to find out
the attention value of advertisement
2. Post-Test Techniques The following are the
post-test techniques for measuring the
effectiveness of the advertisements – (1)
Recognition Test – It determines the
readership of the advertisement in the
newspapers and journals. This test is
conducted by personal interviews with
readers, and magazines or newspapers. The
interviewers locate the readers of the
particular issue of the magazine in question.

They, then, go through the magazine page by
page with the respondent indicating those
advertising elements which he or she
recognise as having read.
(2) Recall or Impact Test – The recognition test
measurers the stopping power of the advertising but
goes not tell us what the readers understood or
retained of the advertisement. The recall test is
designed to measure the impression of readers or
viewers of the advertisement. If a reader has a
favorable impression of the advertisement, he will
certainly retain something of the advertisement. The
measures of interest would be obtained by
interviewing the readers or viewers or listeners, days
after the advertisement or commercial is appeared in
the newspaper, or on T.V.
3) Concurrent Methods Under this method, tests are
conducted while the consumers are exposed to
different types of media. For instance, a magazine
reader may be observed while reading the magazine.
Which carries an advertisement?
The concurrent methods are
1. Consumer diaries Under this method, diaries are
supplied to a few selected customers. They are also
informed to record the details of advertisements they
listen or read. The diaries are collected periodically.
The result obtained from such a survey reveals the
effectiveness of advertisement.
2. Co-incidental surveys This method is also called
as co-incidental telephone method. Under this
method, samples of customers are selected and calls
are made at the time of broadcast of the
advertisement programme. The data obtained and
analysed will give a picture about the effectiveness of
an advertisement.
3. Electronic devices Now day‟s electronic devices
are widely used to measure the effectiveness of an
advertisement. They are mainly used in broadcast
media. These are auto meters, track electronic units
etc.
BUYING MOTIVES.
A sale is usually made in the minds of the buyers, but
not in the minds of the salesmen; or not at the shop.
When the customer wants to buy, he is motivated or
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induced by some reason. There fore it is essential for
the sales men to know what induces the buyer to buy
and how he can be induced to buy by making an
appeal to his buying motives.
The urge or motive to satisfy a desire makes people
buy goods or articles. Behind every purchase, there is
a buying motive. Buying motive is the thoughts,
feelings, emotions and instincts which arouse in the
buyer, a desire to buy an article. The buyer purchases
certain products induced by certain mental and
economic factors. So buying motives are the
considerations which provide the impulse to buy and
induce action or determine choice in purchase of
goods or services.
According to Prof D.J.Duncan, “ buying motives are
those influences or considerations which provide the
impulse to buy, induce action or determine choice in
purchase of goods or services”. It is necessary for the
salesmen to study the buying motives of his
customers. This would help him to arouse favorable
attention of the consumers and finally a sale.
Sufficient knowledge of buying motives helps the
salesmen to guide the customer in the right way.
CLASSIFICATION OF BUYING MOTIVES.
Buying motives are numerous and so also their
classification.
Buying Motives.
Primary Secondary
( includes hunger, thirst etc) (includes security, .
comfort attention etc)
Buying motives may be primary and secondary.
Primary motives are those which are the basic needs
of human beings like hunger, thirst, sleep etc.
Secondary motives indicate the secondary or social
needs like security, comfort, affection etc.
Some other authors classify motives in to product
and patronage. Product motives are those motives
which are attaché to the public like durability,
economy, and fashion; comfort etc. on the other hand
patronage motives are those which more or less
depends on the buyers. There are certain factors like
price, credit facilities, treatment, and appearance of

the shop which attracts the consumers to buy from a
specific dealer.
BUYING MOTIVES.
Product Patronage
Emotional Rational Emotional Rational
PRODUCT BUYING MOTIVES.
In product buying motives, customer is attracted to
the product due to some physical or psychological
attraction of the product. The product may be cheap,
attractively designed , durable, fashionable etc. for
these reasons, a customer is inclined to buy the
product.
EMOTIONAL BUYING MOTIVES.
The consumer at times, is driven by emotions, while
buying certain products. In such cases the consumer
does not bother to make intelligent or right decision.
He is generally carried away by emotions. The
following are certain examples.
1. Pride:-
People always want to be admired and appreciated in
the society. They want to be respected by others and
feel proud of their social status, activities and
achievements. There fore people purchase expensive
luxury goods in order maintain there status. In fact
this is one of the strongest buying motives.
For example, People buy imported Cars, Music
systems etc to show the pride of its possession.
2. Fashion and Imitation.
Fashion an imitation is closely related to the motive
of pride. People generally try to copy or imitate
others, particularly movie stars, sportsmen, etc. there
fore new Co’s, generally advertise their products
with the help of popular film stars or athletes to
appeal to this motive of buyers.
3. Sex and Romance.
This is one of the strongest of all human motives.
Men and women want to attract and this motive very
important in case of articles like Dress, Cosmetics,
etc. Appeal to this motive is there fore made to sell a
number of products like shampoo, sun glass etc.
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4. Comfort.
The desire ti live in comfort is very strong in some
persons. Thus comfort is a very important motive in
connection with luxury goods. These include
washing machines, Tv, etc. They save labor and time
an provide pleasure at the same time.
5. Love and Affection.
Most human beings have an in born desire to care for
their family. Affection and love for family, society
and country often drives consumers to buy certain
products. Affection for children may be responsible
for buying things like baby food, toys etc. attachment
to ones country may lead to buying goods made
within the country.
6. Habits.
Habits ones made become the need for people.
Habits like smoking, consuming tea, coffee etc using
particular brand products only etc very often
provides the stimulus for the consumer to buy certain
articles or service.
RATIONAL PRODUCT BUYING MOTIVES.
Generally people are rational in buying. Ie elective
with the consideration to the price, quality, durability
etc. The rational buying motives are based on
thought and judgment. Consumers usually purchase
products by testing, comparing and observing the
product keenly. There are certain rational product
buying motives which depends on the product. They
are;
1. Durability: - In the days of arising prices and
limited income, majority of consumers are influenced
by the durability of the product. Almost all people
like to purchase products that have the longest
possible life span and need the least maintenance.
The salesman while appealing to this motive should
emphasize the durability, quality and reliability of the
product.
2. Suitability: - Suitability means which fits well
and enhances the beauty. Some customers pay much
attention to the factor of suitability. If the product in
question likes painting, Fan etc suit their needs as
well as give maximum utility; they are inclined to
purchase it.
3. Variety of uses: - It is common to find that
some customers prefer goods when it can be used for
a variety of purpose. In fact a rational buyer always
takes in to account what additional benefits he will

derive out of the article. He always wants to get
maximum benefit out of minimum spending.
4. Economy: - Most customers prefer products
that give more economy in every respect. This is
particularly true in case of durables, and routinely
used goods. Some people visit several stores and
shops to purchase the best at minimum cost.
5. Safety: - People are generally afraid of losing
their wealth, health, and life. Man can’t get rid of the
fear, unless and until certain precautionary measures
are taken. The motive of safety plays an important
role in buying articles like iron safes, Locks, and
services like insurance policies etc.
6. Convenience:- Some customers prefer
convenience attached to a product, though it may be
a bit costly. This motive is important for selling
pressure cookers, room heaters etc.
PATRONAGE BUYING MOTIVES.
Some times customers patronize a store or shop,
driven either by their emotional or rational choice.
There are certain factors which are responsible for
such concentration of buyers choice.
Emotional Patronage Motives.
They depend upon the mentality of the customers.
The emotion or will is usually attached to a particular
dealer or store. Emotionally the buyer develops a sort
of weakness towards that particular shop. Following
are those kinds.
1. Appearance:- Some times customers are
attached to a particular shop by its appearance. A
well decorated, clean and well furnished store with
all modern amenities tends to attract the attention of
customers.
2. Recommendation :- Customers also visit a
shop on the recommendations of friends and
relatives. Usually these friends and relatives are
satisfied customers of a particular shop. As a result,
they recommend the store to others.
3. Imitation :- Some customers are motivated to
follow others, since it often seems easier to imitate
others. How ever this motive is short lived.
4. Prestige :- For wealthy people, the sole
buying motive is the prestige and superiority. Some
times this motive leads them to purchase an article,
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which they may not need at all. In order to maintain
the dignity, they purchase goods even at a higher
price.
Rational Patronage Motives.
A large number of buyers, by their rational choice,
prefer to buy from a particular shop or store. They
apply their intelligence and judgment before
patronizing a shop. They always calculate the
benefits.
1. Credit facility:- Some buyers patronize a
particular shop because of credit facilities offered by
them. Some times Luxury goods are offered at
installments.
2. Close Location :- Some customers prefer
certain sellers, who are located near by. They also
prefer these shops which give them good treatment
3. Services offered. :- A majority of customers
prefer buying articles from the dealer who offers
maximum number of services. Many provide
services like cash discount, guarantee, home
delivery, free service etc.
4. Wide Choice:- Now a days people want to
buy their requirements at a quality shop offering
large varieties of style, size and prices. Varieties of
goods enables the customers to pick up the suitable
goods as per their requirement.
The above discussion indicates that there are a
number of motives, which affects the customers.
Some times two or three motives may work
simultaneously in the minds of the consumers.
CUSTOMER PSYCHOLOGY IN SELLING.
‘Psyche’ means soul or mind. Psychology is a
science related to the study of the human mind or
soul in its various operations. It is the science which
seeks to understand the working of the mind, the way
the mind acts, the way human beings behave and the
nature of their thought, feelings, desires, action etc.
The human psychology plays an important role in
selling. Since selling process and salesmanship deals
with human beings, it becomes necessary to know
human psychology in relation to buying. A study of
the customers mind is useful for selling. Every sale is
a mental activity and there fore it is essential to know

about the customers likings and disliking, what
appeals to him most etc.
Buying motives differs from person to person. There
is no definitive formula to find out why a person
behaves in a particular manner. There fore each an
every customer should be studied separately.
The importance of psychology in selling can be
known from the following sentences.
A. Selling is a buying process
B. Sales takes place in the minds of the
consumers.
SELLING IS A BUYING PROCESS
A good sales man looks upon selling as a process of
making the customers buy. He should create a mental
condition, which is necessary for purchase and, and
for this, he needs to understand the mind of the
buyer. Modern salesmanship studies customer’s
needs and problems through customers view point.
He must create a desire in the customers mind to
purchase the product. There fore the sales man
should develop the idea that he is not selling any
thing, but he is helping the prospects in deciding to
buy. For all this the salesman is required to know the
psychology of the customers.
A SALE TAKES PLACE IN THE MIND OF THE
CUSTOMERS.
The sale is effected only when the buyer is convinced
in his own mind that it will be able to satisfy his
needs. Thus sale is created in the mind of the
customer. In this process customers mind has to go
through a number of mental stages. Some of the
common and important mental stage through which
customers mind passes are
1) Attention towards the product
2) Developing interest
3) Increasing knowledge about it
Considering the suitability of the product.
5) Desire to possess an article
Considering price of the product etc.
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This mental process is some times described as
‘AIDAS’ theory of selling.
STEPS IN EFFECTIVE SELLING
Most selling program view the selling process
as consists of several steps that the sales person must
master. These steps focus on the goals of getting the
new customers and obtain orders from them. The
process of personal selling consists of the following
steps
1. Pre-Sale Preparation: The first step is the selection,
training, and motivation of sales persons. The sales
persons must be fully familiar with the product, the
firm, the market and the selling techniques. They
should be well informed about the competitor’s
products and the degree of competition. They should
also be acquainted with the techniques of effective
selling and the policies of the firm.
2. Prospecting: It refers to searching out prospective
buyers who have the need for the product and the
ability to buy it. Social contacts, business
associations and dealers can be helpful in the
identification of potential buyers.
3. Approaching: Before calling on the prospects, the
sales person should know their number, needs,
habits, spending capacity, motives, etc. After this, the
salesperson should approach the customer in a polite
and dignified way. He should make the customer feel
that he is getting proper attention of the salesperson.
The salesperson should be very careful in his
approach as the first impression lasts for long.
4. Presentation: The next step is to gain customer’s
attention. For this purpose, the salesperson has to
present the product and describe its features in brief.
5. Demonstration: In order to maintain customer’s
interest and to arouse his desire, the salesperson must
display and demonstrate the product. He has to
explain the distinctive qualities of the product so that
the prospect realizes the need for the product to
satisfy his wants.
6. Handling objections: The salesperson should clear
all doubts and objections without entering into
controversy and without losing his temper. The
salesperson should convince the customer that he is
making the best use of his money by purchasing the

product. For this purpose, the salesman should prove
the superiority of his product over the competitor’s
products. He should not lose patience if the prospect
puts too many queries and takes time in arriving at
any decision.
7. Closing the sale: The salesman should not force
the customer but let him feel that he has made the
final decision. He should guide the customer in
making the choice without imposing his own view.
He should assure the customer that he has made the
right choice. Sales should be closed in a cordial
manner so that the customer feels inclined to visit the
shop again. In closing the sale, the article should be
packed properly and handed over to the customer
with speed and accuracy.
8. Post-sale follow-up: It refers to the activities
undertaken to ensure that the customer is satisfied
with the article and the firm. It helps to secure repeat
sales, to identify additional prospects and to evaluate
salesman’s effectiveness.
SALESMANSHIP
Salesmanship is an art of influencing another person
for the object of persuading him to buy specific
product. It may be regarded as the process of winning
the confidence of consumer. According to
Whitehead. “t is a method of arriving at a common
point of view with the prospect in regard to the
desirability of some article, service or idea.”
Salesmanship may also refer to convincing a
customer by certain technique and he is really
persuaded for buying the particular product.
Significance of Personal Selling or Salesmanship
Personal selling is a promotional tool and an element
of promotional mix which occupies a pivotal role in
the distribution of goods and services to the existing
and prospective buyer. A salesman is a friend and a
guide of the consumer and a supporter and an aid to
the producer. A salesman helps the producer and
consumer in the following ways:
1) It is a Flexible tool
Personal selling is a flexible tool in promoting sales
and can adopt to the need of specific buyer. Salesman
can present his ideas or message to fit the needs of
the buyer. His presentation is different in each case
tailored to suit the buyer. He can observe the
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customer's reaction to a particular sales approach and
makes necessary adjustment in his way of
presentation right o the spot.
2) It Involves Minimum Wasted Efforts
In personal selling, the salesman directly attacks the
target market and concentrate on the prospective
customers. A salesman does not waste his efforts if
he thinks that the person to whom he is talking is not
a real prospect.
3) It Results in Actual Sales
Personal selling is complementary to advertising and
promotion technique. Advertising and promotion
techniques can only attract attention of the customers
and arouse desire to purchase the goods. They simply
create demand. Personal selling converts that demand
into actual sale by persuading the people to buy the
product. A salesman answers the doubts of the
prospective buyer and convince aim to purchase the
goods.
4) It Provides Feedback
Advertisement provides information about the
product and the producer but does not provide any
information about the tastes and mood of the
consumers. The personal selling provides two way
communication between the buyer and seller. Apart
from providing information to the buyer about the
product and producer, it provides knowledge about
the tastes, habits, and attitudes of the prospective
buyers. Any complaint about the firm or its product
may be prospective buyers. Any complaint about
the firm or its product may be registered with the
salesman as the basis, the company can determine the
strengths and weaknesses of the marketing
programme.
Importance of Salesman Ship
1. Salesmanship helps to create demand for new
products or new brands. It influences to change in
patronage from one source of supply to another
which results concentration of purchases of specific
product.
2. As it wins the buyer's confidence so it helps
to make regular and permanent customers.
3. The person who is engaged in convincing the
public desirability of a specific product is called
salesman. He informs the customers about the
usefulness of commodity with a view to including
him to buy the goods.
4. He establishes the goods will of firm in the
market. So the sales volume may easily be increased.

5. He constantly observes the fashion, taste, like
and dislike of customers and informs the producer
about their choice.
6. He helps to establish close relationship
between the manufacturer and consumer.
Knowledge, Skills and Qualities required in
salesmanship
1. Personality
Personality’ refers to the dynamic force of a person
which attracts and impresses others. Similarly, “Sales
Personality” or ‘Personality of Salesman’ includes
his appearance, his characters, his mannerisms, his
talk and the general impression which impresses and
convinces the prospects. By using these qualities and
abilities skillfully, the salesman is able to impress the
customers favorably.
2. Sound health
A salesman should posses a sound and physique in
order to become efficient. A salesman who is not
healthy cannot maintain a pleasing appearance. He
will also not be able carry on his duties efficiently.
2. Good posture
Good posture enhances the appearance and
personality of the salesman. A salesman should
maintain an alluring posture, i.e. he should stand
erect or sit erect while meeting a customer. It makes
a good impression on the customer.
3. Pleasant voice
Voice is the index of one’s own feelings than the
facial expression. The quality and the tone of the
voice also have its influence on the hearer. The
salesman should have pleasant, clear and forceful
voice.
4. Good appearance
A good physical appearance is a big asset for
salesman. The first impression on the customer is
created by the appearance of the salesman. A good
appearance generally gives more confidence to a
salesman and he is able to convince the customers
more easily.
5. Cheerfulness
Cheerfulness is the greatest virtue of a good
salesman. Everyone wants to be with persons, who
are cheerful. If the salesman is cheerful, possesses a
good health, vigour and a rich sense of humor, then
he can attract large number of customers.
6. Imagination
It is an important consideration which detects the
exact need of the customers. This quality helps the
salesman to understand the problems of customers in
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his position. But it is depressing to see in India that
many salesmen have absolutely no imagination.
7. Alertness
Alertness refers to active sensitivity to the situation
before oneself. It is nothing but presence of mind as
to what to say, how to say and on what occasion. It
consists of keen power of observation and common
sense to take correct decisions quickly.
8. Resourcefulness
It is a mental ability to think and find out
alternatives. It includes devising new approaches to
make people do what you want them to do.
Resourcefulness has great role to play in
salesmanship.
9. Initiative
Initiative is the ability to work on his own without
any guidance from anybody. It is very useful quality
for success in dealing with customers. Of course, in
early stages a salesman has to work under the
supervision and guidance of senior salesman. But in
course of time, he has to depend upon himself and
take independent decisions.
10. Observation
Power of observation is another important quality of
a salesman. A good salesman must be a keen
observer. He should observe the changes in style,
fashion of people, activities of rivals, Government
policies, general attitude of customers and other
things.
11. Self-confidence
Self-confidence is another important quality, which
every salesman should possess. The salesman should
keep Self-confidence both on himself and the goods
he sells to the customers. A salesman lacking Self-
confidence can not convince his customer properly or
overcome his objections.
12. Memory
Sharp memory is another important attribute of a
salesman. Sharp memory refers to capacity to
recognize this customer, recall his past interviews
with them, recalling their requirements and
suggestions.
13. Sociability
It refers to ability of salesman to meet the public and
make friends with them. A true salesman must be an
extrovert, i.e., a man who likes mixing with people in
every type of situation.
14. Enthusiasm
A salesman should be enthusiastic; otherwise he will
fail to create interest in the minds of the prospects.
Enthusiasm creates assurance in the minds of the
buyers for a salesman’s products and services.
15. Tact
A salesman should be a man of tact. Tact means
doing the right thing at the right time, in the right

way. It further includes mental awareness of the
salesman to tackle all kinds of situations. However,
tact should not mean cheating or cunningness.
16. Patience and tolerance
Patience and tolerance take a very important place in
the development of a salesman. A salesman to
become successful must be extremely patient in
dealing with a buyer. In no case he should lose his
temper, but to show a spirit impatient and angry, but
a salesman should remain calm and cool.
17. Effective speech
A salesman should be a good conversationalist.
Ability to speak correctly and clearly impresses the
customers favourably. The sales talk should be clear,
pleasant and persuasive, but not like the situations;
each situation may have to be treated in a special
manner.
18. Honesty
The salesman should be extremely and thoroughly
honest. An honest salesman is liked by every
customer. While dealing with a customer, the
salesman must be true and frank about the products
he wants to sell. He should not misrepresent or
exaggerate facts. If a salesman cheats a customer,
that customer is lost forever.
19. Integrity
Integrity of a salesman is an important trait in his
character. Integrity means uprightness of character,
moral soundness, good behavior, honesty, fulfillment
of promises, and strength of character. A salesman
who does not have integrity of character will not be
in a position to create good impression upon his
employer, fellow salesman and customers.
20. Loyalty
Loyalty means willingness of obey. Loyalty of a
salesman can be classified into four groups :(i)
loyalty to the organization, (ii) loyalty to the
customers, (iii) loyalty to the fellow-workers.
21. Reliability
A salesman should be trustworthy and reliable. He
should take his work seriously and with
responsibility. He should not give exaggerated
promises. He must be truthful in his statements and
honest in his dealings.
22. Sincerity
Sincerity is another good quality of a successful
salesman. A sincere salesman attends his customers
sincerely and explains them all the merits and
demerits of the product. He also attends to the
customers promptly. A sincere salesman does not
face any difficulty to achieve his target.
23. Maturity
Maturity refers to balance of mind. A salesman
should be matured. He should accept gracefully both
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criticisms and praises. Equal weight age should be
given to both for and against. Maturity compels a
salesman to think before he takes any action.
Requisites of Effective Salesmanship
Success in personal selling depends u [pm the
salesman and the framework in which he works. In
order to practice effectively the highly skilled
profession of salesmanship, wide knowledge and
experience is necessary. To be effective, a salesman
should have knowledge of the following types.
1. Knowledge of Self: The overall personality of the
salesman is very important. To make the best use of
his personality, a salesman must continuously assess
himself and analyse his qualities in the light of the
requirements of his job. Such assessment will make
him fully aware of his strength and weaknesses. He
should constantly try to overcome his weak points
through training and experience.
2. Knowledge of firm: Salesman should be fully
conversant with the history of the firm. He should
have a thorough knowledge of the objectives,
policies, standing and organizational structure of his
firm. Such knowledge will help him to utilize the
strong points of the firm in personal selling.
3. Knowledge of product: A salesman has also to
convince customers about the features and utility of
the product by removing their doubts and objections.
Therefore, the salesman should have full knowledge
about the nature of the product, manufacturing
details, terms and conditions of sale, distribution
channels used and promotional activities.
4. Knowledge of competitors: In order to prove the
superiority of his product, a salesman must have full
knowledge about the competitive products, their
positive and negative features. Knowledge of
competitors’ sales policies, their brands and prices,
etc, is also helpful.
5. Knowledge of customers: In order to be
successful, the salesman must use the right appeal
and approach. He should be able to understand the
prospects correctly and quickly and to motivate and
win them permanently. He should, therefore, have
complete knowledge of the nature and type of
customers (their age, location, sex, income,
education, etc.) and their buying motives (low price,
convenience, prestige, fashion, etc).

5. Knowledge of selling techniques: Above all, a
salesman should be well-versed in the principles and
techniques of salesmanship. He should pay undivided
attention to the customer, be courteous and
sympathetic towards customers, never loose patience,
consider customer as the king, serve the customer in
the best possible manner, etc.
Training of Salesmen
The purpose of sales training is to achieve
improved job performance. In the absence of
training, job performance improves with experience.
Training substitutes for, or supplements experience,
so sales personnel given training reach high job
performance levels earlier. In most, companies, the
rate of sales personnel turnover is higher for new
personnel than for experienced people- often new
sales personnel find themselves unprepared to
perform their jobs satisfactorily, become
discouraged, and leave the company.
Content of training programme varies from company
to company, because of differences in products,
markets, company policies, trainees' ability and
experience, organizational size, and training
philosophies.
1. Product Data
Some product training is basic to any initial sales
training program. Companies with technical products
devote more than half their programs to product
training. But in many situations, especially with
standardized products sold routinely, new sales
personnel require only minimal product training. In
all cases, new salespeople must know enough about
the products, their uses, and applications to serve
customers' information needs. Product knowledge is
basic to a salesperson’s self-confidence and
enthusiastic job performance. Some training on
competitors' products is desirable. Salespeople
should know the important characteristics of
competitors' products and their uses and applications.
They should know the strengths and weaknesses of
competitive products. Thus informed, salespersons
gain a decided advantage.
2. Sales Technique.
Most new sales personnel need instruction in
sales techniques. Some sales managers believe,
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however, that careful selection of sales personnel and
product training are sufficient to ensure effective
selling. They believe, in other words, that if an
individual has an attractive personality, good
appearance and voice, and reasonable intelligence
and
knows the product, he or she will sell it easily. But
the predominant view is that new sales personnel
need basic instruction in how to sell.
3. Markets. The new salesperson must know who
the customers are, their locations, the particular
products in which they are interested, their buying
habits and motives, and their financial condition. In
other words, the salesperson needs to know not only
who buys what but, more important, why and how
they buy. Markets are always changing, so training in
this area should be continuous, the content changing
with market changes.
4. Company Information Certain items of company
information are essential to the salesperson on the
job; others, not absolutely essential, contribute to
overall effectiveness. The training program should
include coverage of all sales-related marketing
policies and the reasoning behind them. The sales
person must know company pricing policy, for
instance, to answer customers' questions. The
salesperson needs to be fully informed on other
policies, such as those relating to product services,
spare parts and repairs, credit extension, and
customer relations.
Training Methods
1. The Lecture
This ancient instructional method, in use before the
invention of printing, is used extensively in sales
training. Trainees mainly watch and listen, although
some versions of lecturing permit questions. The
lecture features passive, rather than active, trainee
participation. Its main weakness is that teaching is
emphasized more than learning. But a lecture can be
effective, provided that the lecturer is able and
enthusiastic and uses examples, demonstrations, and
visual aids. Compared with other training methods,
the lecture is economical in terms of time required to
cover a given topic.
2. Demonstrations
The demonstration is appropriate for conveying
information on such topics as new products and

selling techniques. Demonstrating how a new
product works and its uses is effective, much more so
than lecturing on the same material. In initial sales
training, demonstrating techniques to use in "closing
sales" is more effective than is lecturing. Effective
sales trainers use demonstrations to the maximum
extent-since the beginning of time, showing has been
more effective than telling!
3. Role Playing
This method has trainees acting out parts in contrived
problem situations. The roleplaying session begins
with the trainer describing the situation and the
different personalities involved. The trainer provides
needed props, then designates trainees to play the
salesperson, prospect, and other characters. Each
plays his or her assigned role, and afterward, they,
together with other group members and the trainer,
appraise each player's effectiveness and suggest how
the performance of each might have been improved.
4. Case Discussion
This method, originated by business educators as a
partial substitute for learning by experience, is
widely used in sales training. Write-ups of selling
and other problems encountered on the job provide
the bases for group discussion. Trainees discussing a
case should identify the issue(s), collect the relevant
facts, devise specific alternatives, and choose the one
most appropriate. Most trainers believe that securing
a thorough grasp of the problem situation is more
essential to learning than the rapid production of
solutions.
5. On-the-Job Training
This method, combines telling, showing, practicing,
and evaluating. The trainer, sometimes a professional
sales trainer but more often a seasoned salesperson,
begins by describing particular selling situations,
explaining various techniques and approaches that
might be used effectively. Next, accompanied by the
pupil, the trainer makes actual sales calls, discussing
each with the trainee afterward. Then, under the
coach's supervision, the trainee makes sales calls,
each one being followed by discussion and appraisal.
Gradually, the trainee works more and more on his or
her own, but with continuing, although less frequent,
coaching.
6. Correspondence Courses
This method is used in both initial and continuing
sales training. In the insurance field it is used to
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acquaint new salespeople with industry fundamentals
and to instruct in basic sales techniques. Companies
with highly technical products and small but widely
deployed sales forces use correspondence courses to
acquaint experienced salespeople with new product
developments and applications. This method is used
also to train non company sales personnel, such as
distributors' salespersons, to improve their
knowledge of the manufacturer's product line and
selling techniques. Few companies use this training
method exclusively.
MOTIVATION OF SALES PERSONNEL
Motivation is derived from the Latin term
‘movere’ meaning ‘to move’. Motivation stimulates
the movement of an individual. It can be defined as a
dynamic process set in motion by creating or
arousing internal needs that activate goal-directed
efforts and determine their intensity and persistence.
In simple words motivation is goal-directed
behaviour, underlying which are certain needs or
desires. It is generally regarded as the process of
getting people to work towards the achievement of an
objective.
Financial Motivators.
1. Pay and Allowances
It includes basic pay, grade pay, and dearness
allowance; travelling allowance, pay increments, etc.
Good pay and allowances help the organization to
motivate salesmen.
2. Incentive Pay:
Incentive pay plans are meant to increase output,
which can be measured quantitatively. For incentive
plan targets, the employees must have confidence
that they can achieve the targets.
3. Profit Sharing:
It means sharing of profits with the employees by
way of distribution of bonus.
4. Stock Options:
Many companies use employee stock options plans
to compensate, retain, and attract employees. These
plans are contracts between a company and its
employees that give employees the right to buy a

specific number of the company’s shares at a fixed
price within a certain period of time.
5. Retirement Benefits:
It includes the accumulated provident fund, gratuity,
leave encashment and pension. The provision of
terminal benefits provides assurance to employees
during the service for their future
Non- Financial Motivators
1. Job security:
Nothing can motivate a worker, appointed
temporarily, better than provision of job security.
Job titles do matter. Employees do show preference
for certain designations. A salesman, for example,
would like to be designated as a sales executive
2. Meeting between manager and salesforce-
These are highly regarded by sales managers in the
motivation of their sales teams. This provides
opportunity to managers to meet theirs alesforce in
the field, at head office and at the salesmeetings
/conventions.
3. Clarity of job- Clarity of job and what is expected
from the salesperson is a great motivator. The
objectives when duly quantified and well defined,
properly connected and linked with the reward and
recognition serve as source of motivation to the
salesperson.
4. Sales targets or quotas- If a sales target or quota is
to be effective in motivating a salesperson, it must be
regarded as fair and attainable and yet offer a
challenge to him. Because the salesperson should
regard the quota as fair, it is usually sensible to allow
him to participate in the setting of thequota.
5. Sales contest- The sales contest is an important
tool to motivate salesperson. The purpose of the sales
contest varies widely. It may encourage a higher
level of sales in general, to increase the sales of a
slow-moving product or to reward the generation of
new customers. It provides an incentive to show
better performance and secure more satisfactory
results.
6. Sales conventions and conferences- These are the
devices of group motivation. They provide
opportunities for salesperson to participate, gain
social satisfaction and express their views on matters
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directly affecting their work. They promote team
work, dissolve social barriers, inspire and raise
salesperson’s morale. Most of the companies in India
are now-a-days adopting this method to motivate
their salesforce.
8. Leadership style of the manager- Leadership style
of the manager plays an important role in motivating
the salesperson. Inspirational leadership, which refers
to influence through referent power. Identification or
charismatic charm is an important tool in the
motivational strategy of the management.
9. Freedom to work- In order to perform the onerous
duties and responsibilities, the salesperson must be
given a reasonable amount of freedom and discretion
in performing their job. Discretion and freedom may
be accomplished by allowing salesperson to develop
their own call patterns, more control over the types of
promotional packages that are offered to their
customers etc. Freedom or autonomy satisfies the
psychological needs and is like power pay (which is
are ward), making the job of salesperson more
important in the organization.
10. Reward and recognition- Although sales quotas,
sales contests, conventions and conferences have
positive carryover effects, these are short lived
techniques of motivating salesmen. On the other
hand reward and recognition on salesperson
accomplishments are more enduring and relatively
economic methods of motivation.
11 .Persuasion- One of the more common and
recommended forms of inducing high levels of
motivation is through persuasion. In this situation,
managers use rational arguments to convince
salesperson that it is in their own best interests to act
in preferred way. Persuasion has the advantage of
getting people to conclude that their actions were
performed out of their own free will.
Requirements Of A Good Sales Compensation
plan
A good sales compensation plan meets seven
requirements.
1. First, it provides a living wage, preferably in
the form of a secure income.Individuals worried
about money matters do not concentrate on
doingtheir jobs well.
2. Second, the plan fits with the rest of the
motivational program-it does not conflict with

other motivational factors, such as the intangible
feeling of belonging to the sales team.
3. Third, the plan is fair-it does not penalize
sales personnel because of factors beyond their
control-within the limits of seniority and other
special circumstances, sales personnel receive
equal pay for equal performance.
4. Fourth, it is easy forsales personnel to
understand- they are able to calculate their
ownearnings.
5. Fifth, the plan adjusts pay to changes in
performance.
6. Sixth, the plan is economical to administer.
Seventh, the plan helps in attaining the objectives
of the sales organization.
A sales compensation plan has as many as four basic
elements:
(1) a fixed element, either a salary or a drawing
account, to provide somestability of income;
(2) a variable element (for example, a
commission,bonus, or profit-sharing arrangement), to
serve as an incentive;
(3) an element covering the fringe or “plus factor”,
such as paid vacations,sickness and accident benefits,
life insurance, pensions, and the like;and
(4) an element providing for reimbursement of
expenses or payment of expense allowances. Not
every company includes all four elements.
Management selects the combination of elements that
best fits the selling situation
TYPES OF COMPENSATION
1. Direct: The direct compensation package for
a salesman is more or less the same in all companies.
A company employing technical person as salesman
for selling, say, industrial or electronic products may
offer a high basicsalary. Sometimes, when the
product is in the introductory stage the function of
the salesman is to create new markets and make
customers understand how to use the product as in
the case of a new consumer durable product like
vacuum cleaners of a new electronics products used
by certain industries; the basic salary of the salesman
may be on the higher side.
The direct compensation package of a salesperson
thusconsists of the basic pay plus allowances
covering all travel andentertainment expenses etc.
In case, the salesman has to stay overnight his
boarding and lodging allowances are also provided
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for. The basic salary and other allowances are revised
from time to time.
Financial
(i)Salary plus commission on sales above a certain
amount-Herein, the salesman receives direct salary
and a commission in addition to it.
(ii) Salary plus share in profits- This is not a very
prevalent method. It is generally suggested for a
company selling high value items with high profit
margins.
Non-financial
(a) Training programme- Most companies offer
training programmes for their salesmen. These
programmes enable interaction between salesmen of
different territories as well as provide them with
latest developments in the field. These training
programmes are viewed as an indirect benefit by the
salesmen.
(b) Awards, recognitions and prizes- In addition to
training programmes the award recognitions and
prizes can also be used to motivate employees. Some
of the waysto extend recognition and honour to
salesperson include conferment upon the title of
“salesman of the month/year”. Congratulation
telegrams from members of top management, sales
trophies, offering membership of social clubs,
mention in company newsletter, certificate etc.
Award ceremonies held in exotic locations like hill
stations or five-star hotels, which are presented
through foreign dignitaries or important people in the
field, provide salesman with the much needed
recognition.
Product Placement, or Embedded Marketing.
According to the European Union, Product
placement is "any form of audiovisual commercial
communication consisting of the inclusion of or
reference to a product, a service or the trade mark
thereof so that it is featured within a programme.
Product placement stands out as a marketing strategy
because it is imperative to attach the utmost
importance to "the context and environment within
which the product is displayed or used.
Product Placement technique is a very effective
technique for getting a message through. So it can be
effectively used for positioning and repositioning.

Marketers can choose this medium for positioning
their product to larger target customer at a relatively
lower cost.
There are three ways product placement can occur: •
The placement simply happens - This placement
occurs without any type of formal contractual
agreement to place a particular product or brand. The
likely scenario in this instance involves some
member of the cast or crew selecting a product to use
in a scene because it will enhance the scene though
the product itself may not be seen or presented in a
favorable light.
• The placement is arranged and some of the product
serves as compensation - .This type of placement a
particular product is shown in the Movie/ Serial and
no extraamount is paid for that. The product itself
serves as compensation
• The placement is arranged and there is financial
compensation. - In this type of product placement the
company has to pay for the placement apart from the
product.
Product placement in movies -
Product placement is an investment for brands trying
to reach a niche audience, and there are strong
reasons for investors to expect that film product
placement will increase consumer awareness of a
particular brand. Eg The 1995 film GoldenEye was
the focus of a highly successful BMW campaign.
Through product placement, companies hope that
movie watchers will take note of the products used
by the characters, and therefore think more strongly
about using the products themselves.
Types of Product Placement -
1. Corporate placement - To improve company
reputation. Ex Taj Hotels used for grandparties in
movies, Lenovo used in game shows like KBC.
2. Generic Placement - To demonstrate the
characteristics of a product without a particularbrand
name . . Ex Sunglasses and Shades used in Men in
Black.
3. Service placement -- To present public or private
institution. Showing aparticular Bank (like ICICI in
KBC) or a particularrestaurant in a particular movie
4. Idea placement -- To include facts, opinions or
statements in a plot. Discussinga forthcoming movie
like ‘ Kuch Toh Hai’ in a televisionserial etc.
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5. Negative placement - To present a competitor’s
product in a negative context. It isgenerally not
intentional. For instance if a particular flight crashes
ina particular plot in the movie, it is not intentional.
6. Innovation placement - To introduce a new
product. Ex Swift Car was introduced in the Hindi
movie ‘Bunty Aur Babli’
Advantages
1. Product placement is advantageous to advertisers
in several ways. Viewers cannot bypass the
advertising if it is integrated into the media; they
would have to skip the whole thing.
2. It provides a good return on investment. When
compared to other types of advertising with broad
reach and frequency, brand product placement
delivers a goodreturn. For example, the cost to
produce and buy media for a 30-second television
spot far exceeds the cost of placing a product in a
well-targeted film.
3. Products and services are perceived as having
higher value. Consumers have indicated that they feel
that products or services that are integrated into a
film have a higher perceived value than similar
products or services that are advertised in other
media.
4. There’s a celebrity halo effect. When a star uses a
branded product in a film, there’s an implied
celebrity endorsement of that product. This can
create a high level of awareness and a strong
emotional connection to that product.
Product placement is being done successfully now in
the Indian films and the small screen. The marketers
and brand endorsers are largely benefiting from this.
The success of in-serial and film product placement
depends upon the involvement of consumers in the
serial as well as its popularity. From Georgio
Armani’s to Raymonds, ICICI Bank to Central Bank,
BMW to Maruti or Coke to Pepsi everybody has
realized the need of harnessing the power of the Big
and the Small screen.
Proof Reading
Proofreading is the reading of a written print or an
electronic copy of a publication to detect and correct
production errors of text or art. A proof is a typeset
version of copy or a manuscript page. They often
contain typos introduced through human error.

Copy-Editing - Copy editors focus on a sentence-by-
sentence analysis of the text to "clean it up" by
improving grammar, spelling, punctuation and
structure. Copy editing focuses intensely on style,
content, punctuation, grammar, and consistency of
usage.
Methods of proof reading
Traditional method - Traditionally, a proof reader
looks at a written text on the copy and then compares
it to the corresponding typeset increment, and then
marks any errors (sometimes called line edits) using
standard proofreaders' marks. Proofs are then
returned to the typesetter or graphic artist for
correction.
Alternative methods –
1. Copy holding' or 'copy reading' employs two
readers per proof. The first reads the text aloud
literally as it appears, usually at a comparatively
fast but uniform rate. The second reader follows
along and marks any pertinent differences
between what is read and what was typeset.
2, 'Double reading'. A single proof reader checks a
proof in the traditional manner but then passes it on
to a second reader who repeats the process. Note that
with both copy holding and double reading,
responsibility for a given proof is necessarily shared
by two individuals.
2. 'Scanning', is also used to check a proof without
reading it word for word. It has become common
with computerization of typesetting and the
popularization of word processing. Many
publishers have their own proprietary typesetting
systems or software’s to do this.
4. Digital proofreading has taken many forms in
recent years, such as assistive software and grammar
checking tools that have made locating and
correcting errors very convenient for writers of all
kinds.
Typography
Typography is the art and technique of arranging
type to make written language legible, readable, and
appealing when displayed. The arrangement of type
involves selecting typefaces, point sizes, line lengths,
line-spacing (leading), and letter-spacing (tracking),
and adjusting the space between pairs of letters. The
term typography is also applied to the style,
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arrangement, and appearance of the letters, numbers,
and symbols created by the process. Periodical
publications, especially newspapers and magazines,
use typographical elements to achieve an attractive,
distinctive appearance, to aid readers in navigating
the publication, and in some cases for dramatic
effect.
Principles of the Typography
Three fundamental aspects of typography are
legibility, readability, and aesthetics.
Legibility describes how easily individual characters
can be distinguished from one another.For instance if
a "b" and an "h", or a "3" and an "8", are difficult to
distinguish at small sizes, this is a problem of
legibility. Typographers are concerned with legibility
insofar as it is their job to select the correct font to
use.
Readability refers to how easy it is to read the text
as a whole. Some fonts or font styles, for instance
sans-serif fonts, are considered to have low
readability, and so be unsuited for large quantities of
prose. Readability also may be compromised by
letter-spacing, or word spacing, that is too tight or
too loose. It may be improved when generous space
separates lines of text, making it easier for the eye to
distinguish one line from the next, or previous line.
Poorly designed typefaces and those that are too
tightly or loosely fitted also may result in poor
legibility. Underlining also may reduce readability by
eliminating the recognition effect contributed by the
descending elements of letters.
The aesthetic concerns in typography deals not only
with the careful selection of one or two harmonizing
typefaces and relative type sizes, but also with laying
out elements to be printed on a flat surface tastefully
and appealingly, among others. For this reason,
typographers attempt to observe typographical
principles, the most common of which are listed
below:
Limit up to three colors, which should
harmonize to each other and with the color of the
paper and the dominant color(s) of the photo or
graphics
Limit to two typefaces on a single page, which
should "match"
Limit up to three fonts and sizes
Select the size of leading to be optimal and most
pleasing to the eyes.
The number of different enhancements such as
greater size, bold, italic fonts, capitalization, or

different typeface, different color, as used for
headlines and emphasized words inside the text
block, should be limited and consistent, and be
judiciously selected
Avoid underlining
Text should be placed judiciously to lead the eye
from one text cognitively natural way to the next
text
Multi-line headline should be segmented by
phrases (no phrase should be split into two lines)
No widows and orphans (no beginning line of
paragraph at the bottom of page, no last line of
paragraph at the top of page)
Likewise no headline is at the page bottom etc.
Lithography
Lithography (from Ancient Greek, lithos, meaning
"stone", and graphein, meaning "to write") is a
method of printing originally based on the
immiscibility of oil and water. The printing is from a
stone (lithographic limestone) or a metal plate with a
ball grained surface. It was invented in 1796 by
German author and actor Alois Senefelder as a cheap
method of publishing theatrical works. In this
printing process, the artist draws the desired image
on a flat stone surface, using a greasy litho crayon
or a greasy black ink. Limestone is usually the
preferred surface for fine art, but zinc and aluminium
plates are also used. When the drawing is completed,
it is 'fixed' with an etch (a heavy syrupy mix of gum
and a small quantity of nitric acid) to prevent the
grease from spreading. In addition, the nitric acid
opens the pores of the stone, enabling the gum and
grease to enter easily. Meanwhile, the gum
surrounds the greasy areas, sealing it against the
water applied during printing. Because of the mutual
repulsion of grease and water, the image attracts the
oily ink but repels water. Thus, when the surface is
moistened and inked, the ink adheres to the greasy
drawing and not the wet stone, and is transferred
perfectly to paper.
Lithography can be used to print text or artwork onto
paper or other suitable material.
Symbol
A symbol is a mark, sign, or word that indicates,
signifies, or is understood as representing an idea,
object, or relationship. Symbols allow people to go
beyond what is known or seen by creating linkages
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between otherwise very different concepts and
experiences. All communication (and data
processing) is achieved through the use of symbols.
Symbols take the form of words, sounds, gestures,
ideas or visual images and are used to convey other
ideas and beliefs.
Caption
A caption, is text that appears below an image. Most
captions draw attention to something in the image
that is not obvious, such as its relevance to the text.
Captions can consist of a few words of description,
or several sentences. Along with the title, the lead,
and section headings, captions are the most
commonly read words in an article, so they should be
succinct and informative.
One of a caption's primary purposes is to identify the
subject of the picture. There are several criteria for a
good caption.
A good caption clearly identifies the subject
of the picture, without detailing the obvious;
Establishes the picture's relevance to the
article;
Provides context for the picture;
Draws the reader into the advertiement.
Measuring Effectiveness of Advertisements.
In today's advertising world, every firm
invests heavily on advertisement for making their
products or services known to the target audience and
to arouse the interest of target audience in firm's
products or services. Advertising is done with some
predefined objectives- to generate awareness about
product, to arouse interest in product, to change the
attitude of audience towards product, to stimulate
desire for product, or to make them buy the product.
Advertising is of no use if the defined objective of
communication is not achieved. So, it is necessary to
evaluate the effectiveness of advertisement at
different level, starting from creation of ad-copy to
running of ad on media, and also after execution of
ad to know to what extent the objectives are
achieved.
Types of Test
Following are the types of test applied in
advertisement evaluation:

Pre-Testing♣ Concurrent Testing♣ Post
Testing♣
1. Pre-Testing
Pre-Testing follows the universal law "Prevention is
better than cure". Advertising can be pretested at
several points in the creative development process.
Pre-Testing helps the advertiser to make a final go or
no go decision about finished or nearly finished
advertisement. Pre-Testing method refer to testing
the potentiality of a communication message or ad-
copy before printing, broadcasting, or telecasting.
Following are the types of pre-testing methods:
A. Qualitative Methods of Pre-Testing
a) Focus Group: Focus group involves exposing the
ad to a group of 8 to 12 respondents. Focus groups
are used with surprising frequency for making final
go or no go decision. A moderator facilitates the
discussion and walk s the group through a series of
issues that are outlined in discussion guide.
b) In-depth Interview: In-depth interview involve one
on one discussion with respondents. Interviews are
very effective when a researcher has a good idea of
critical issues but does not have a sense of the kind of
responses one will get. This method can be
effectively used to generate new ad concepts and
ideas.
c) Projective Techniques: In this technique the
respondent is instructed to project himself into the
situation and verbalize the thoughts. Projective
technique can be very effective for evaluating ad
concepts and for generating new ad concepts. But, it
cannot be used for making final decisions.
B. Quantitative Methods of Pre-Testing
d) Checklist Method: Checklist method is used to test
the effectiveness of ad-copy. The purpose of this
method is to ensure that all elements of the ad-copy
are included with due importance in the
advertisement. As it is a pre-test method any omitted
element of ad can be included in the copy before
release of the advertisement.
e) Consumer Jury Method: This method involves the
exposure of alternative advertisements to a sample of
jury or prospects. This test is designed to learn from
a typical group of prospective customers.
Advertisements which are unpublished are presented
before the consumer jury either in personal
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interviews or group interviews and their reactions are
observed and responses are recorded
f) Sales Area Test: Under this method advertising
campaign is run in the markets selected for testing
purposes. The impact of the campaign is evaluated
by actual sales in the selected markets. The market
with high sales is considered the best market for
effective sales campaign. In other markets suitable
changes are made in the advertising campaign.
g) Questionnaire Method: It is a list of questions
related to an experiment. The draft of an
advertisement along with some relevant questions is
to be sent to a group of target consumers or
advertising experts. Their opinions are collected and
analyzed to find out whether the proposed
advertisement is satisfactory or not.
h) Recall Test: Under this method, advertising copies
are shown to a group of prospects. After few minutes
they are asked to recall and reproduce them. This
method is used to find out how far the advertisements
are impressive.
i) Reaction Test: The potential effect of an
advertisement is judged with the help of certain
instruments, which measure heartbeats, blood
pressure, pupil dilution etc. Their reactions reveal the
psychological or nervous effects of advertising.
j) Readability Test: All the listeners of
advertisements cannot read it equally. So respondents
are drawn from different socio economic and
geographical backgrounds. This method is used to
find out the level of effectiveness when and
advertisement is read.
k) Eye Movement Test: The movements of eyes of
the respondents are recorded by using eye
observation camera when advertisements are shown
to them in a screen. This helps to find out the
attention value of advertisement.
2. Concurrent Testing
Concurrent testing is evaluated throughout the whole
advertisement execution process. Tests are conducted
while audience is exposed to different type of media.
Following are the types of concurrent testing
methods:
a) Consumer Diaries: Diaries are provided to a
selected customer. They are also informed to record
the details of advertisements they watch, listen or
read. The diaries are collected periodically. The

result obtained from such a survey reveals the
effectiveness of advertisement.
b) Co-incidental Surveys: This method is also called
as co-incidental telephone method. Under this
method, samples of customers are selected and calls
are made at the time of broadcast of the
advertisement programme. The data obtained and
analyzed will give a picture about the effectiveness
of an advertisement.
c) Electronic Devices: Now day’s electronic devices
are widely used to measure the effectiveness of an
advertisement. They are mainly used in broadcast
media. These are auto meters, track electronic units
etc.
3. Post Testing
Post testing is done to know- to what extent the
advertising objectives are achieved. Following are
the types of post testing methods:
a) Recognition Test: Recognition test involves the
ability of viewers to correctly identify ad, brand, or
message they previously exposed to. The types of
recognition test are:
b) Starch Test - The Starch test is applied only to
print ads that have already run. The interviewer
shows each respondent a magazine or newspaper
containing the ads being tested. For each ad the
interviewer asks the respondents to reply to ad
related questions.
c) Bruzzone Test - The Bruzzone test is conducted
through mail surveys. Questionnaires containing
frames and audio scripts from television commercials
are sent to respondents and respondents are asked
whether they recognize the ad and brand.
d) Recall or Impact Test: The recall test is designed
to measure the impression of readers or viewers of
the advertisement. If a reader has a favorable
impression of the advertisement, he will certainly
retain something of the advertisement. The measures
of interest would be obtained by interviewing the
readers or viewers or listeners, days after the
advertisement or commercial is appeared in the
newspaper, or on T.V. Interviewer asks the readers or
viewers to answer some ad related questions, and in
response to the question asked, the reader reveals the
accuracy and depth of his impression.
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Surrogate advertising:-
Surrogate advertising is a form of advertising which
is used to promote banned products, like cigarettes
and alcohol, in the disguise of another product. This
type of advertising uses a product of a fairly close
category, as: club soda, mineral water in case of
alcohol, or products of a completely different
category (for example, music CD's or playing cards)
to hammer the brand name into the heads of
consumers. The banned product (alcohol or
cigarettes) may not be projected directly to
consumers but rather masked under another product
under the same brand name, so that whenever there is
mention of that brand, people start associating it with
its main product (the alcohol or cigarette). In India
there is a large number of companies doing surrogate
advertising, from Bacardi Blast music CD's,
Bagpiper Club Soda to Officers Choice playing
cards.
Puffery in advertising
Advertising puffery is defined as advertising or
promotional material that makes broad exaggerated
or boastful statements about a product or service that
are subjective (or a matter of opinion), rather than
objective (something that is measurable), and that
which no reasonable person would presume to be
literally true.
Puffery does not create any express warranty or
guarantee for the consumer.
For example :- 1. The best mobilephone in the world
( Important. Refer S4 Marketing Notes )
Salesmanship , Knowledge, Skills and Qualities
required in salesmanship. Training and supervising
the salesman, Importance Of Personal Selling , Sales
Personnel : Qualities , Types Of Salesmen , Types Of
Selling Jobs , Theories Of Selling , The Selling
 58

Process , Sales Training , Training Methods, Steps in

selling -
.

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