mass media and advertising

Mass Media Advertising
Introduction
Advertising as the bridge of buyers and sellers, has been going on from the days people began exchanging goods and services. It's a major social and economic force.
Advertising includes those activities by which visual or oral messages are addressed to the public for the purposes of informing them and influencing them either by goods or services or to act or be inclined or to act or be inclined favorably towards ideas, institutions, or persons featured.
BN Ahuja & SS Chhabra, 2003

What is ad?
1. A form of mass communication
2. A powerful marketing tool
3. A component of economic system
4. A means to financing the mass media
5. A social institution
6. An art form
7. An instrument of business management
8. A field of management
9. A profession.


Definition
The simplest definition of an ad is that it is a public announcement. In earlier time, to advertise meant merely to announce or to inform like birth, death or engagement with little or no intention to persuade. Most of classified ad provides useful information about jobs, accommodation, sales of second hand goods etc.
Controlled, identifiable information and persuasion by means of mass communications media is an advertisement.
-John S. Wright/Me-grew Hill
Advertising serves as a communication vehicle for a society by making more available to many at less cost.
- John S. Wright/John E. Mertes
Advertising is paid non-personal communication from identified sponsor using mass media to persuade or influence an audience.
-Wells, Burnett and Moriarty


The paid definition of advertising has six elements:
1. communication
2. that is non personal
3. from an identified sponsor
4. using mass media
5. to influence or persuade
6. an audience.

Any, paid form of non-personal presentation of ideas, goods and services by the identified sponsor.
-American Marketing Association
Any form- Sign, Symbol, Illustration, Message
Non-personal- not person to person, if it is, it is not an ad.
Goods, services and ideas for action- Not only goods and services, sometimes the ideas for action e.g. Telecom office may inform how to use pre paid mobile.
Identified sponsor- Name, Brand etc. indicate that it was openly paid for.

Advertisements can be recognized as paid, non-personal communication forms used with persuasive intent by identified sources through various media.
Sandage, Fryburger, Rotzoll (1996)


Marketing vs. Advertising
Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.
The British Charter Institute
Advertising presents the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost.
The Institute of Practitioners in Advertising

Who's involved?
Advertising can be thought of as a five-part business.
1. Advertisers
Who some times use
2. Ad agencies
And sometimes assisted by
3. Support organizations
Send theirs messages through
4. Media
To potential
5. Consumers
of a product, service or idea promoted.


Advertisers
Producers, Retailers, Wholesalers, Distributors, Unions, Associations, Schools, Government, Political parties are the potential advertisers.
Ad agency
"Independent businesses composed of creative and business people, who develop, prepare and place advertising in media for clients seeking to find customers for their goods and goods and services."
Support Organization
Specialists, researchers
Media
CPM (Cost per thousand) Ad cost x 1000
Circulation
Consumers
1. Repetitive
2. Highly competitive environment
Some urge to spend and others to save.
3. Part of the culture
We accept many of the things that occur in ad as "the way things are."
In general Advertisement
q Not always studied in detail but at a glance
q Seen in passing or in TV
q Heard on radio very briefly
q Message must have instant impact
q Language sometime works as communication barrier.

Merits and Demerits of Advertisement
It is a paid form of non-personal mass communication by an identified sponsor.
Merits
1. Can reach many consumers simultaneously
2. Relatively low cost per exposure
3. Excellent for creating brand image
4. High degree of flexibility and variety of media to choose from.

Demerits
1. Many consumers reached are not potential buyers i. e. waste of promotion money
2. High visibility makes advertising a major target of marketing critics
3. Advertising exposure time is usually brief in terms of money.


Ad and publicity
Ad
1. Paid form- paid by sponsor
2. Presentation is programmed
3. Marketers exercise excess control
4. Always positive message

Publicity
1. Non paid form
2. Presentation is non paid
3. Marketers have less control
4. May be positive or negative.




Topic 1
Advertising as a communicative art

Marketing communication:

Advertising is a specialized form of communication because in order to satisfy the marketing function it has to do more than inform. It has to persuade people to complete the marketing strategy which is designed department believes people are willing to buy.
Advertising has to influence to choice and buying decision.

Making Known/Create Brand Image

Advertising is the means of making known in order to sell i. e. to established brand such as Coke, Surya and White Horse. It is not necessary to tell who is the producer or the price of the product. People buy the brand and believe on its quality.

Effective communication
It is said communication process would not complete until and unless the receiver respond. In terms of advertising Communication the direct impact of the message counts. Thai Population and community Development Associations issued T-shirts bearing a picture of Winston Churchill giving his famous two-finger V-sign Plus the words 'STOP AT TWO.'

THE VIPS Formula
David Bernstein has explained the need for directness with his VIPS formula: Visibility, Identity, Promise and Single mindedness. The AD must be visible, i.e., easily noticed.
Product or service must be mentioned. The offer (the promise) must be made clearly. To active all this, the advertisement concentrate on its purpose and not be confusing by trying to say so many different things.

VALUE OF SIMPLICITY
An AD can be so clever that all that is remembered is the gimmick or perhaps a very interesting picture- not the advertiser, the product or the offer.
One of the most brilliant advertising campaigns was based on the simple saying 'PLAYERS PLEASE' with its double meaning. It became so popular that most of the customers being encouraged to use these two words when buy any cigarettes.
Advertisements are not always studied in detail, but are glance at, seen is passing, or seen on TV or heard on the radio very briefly. The message must be instant impact.

CHANGING ATTITUDES
The object of advertising is usually to change or influence attitudes. It aims to persuade people to buy product A instead of product B or to promote the habit of continuing to say product A.
Many products, services plus causes and social issues, are advertised which would not have been acceptable or even permissible not many years ago. The prime examples have been the official campaign to educate people about Family Planning or AIDS and the commercial campaigns for condoms.
There is also a more intellectual attitude towards many products and some people are prepared to pay higher prices for purer, healthier or safer ones.

INDUCING ACTION
It is not just providing information. It must do so in such an interesting, original, characteristics and persuasive way that the consumer is urged to take actions.
This action may be to fill in a coupon, telephone an enquiry or order, go to a shop, or remember the product next time he or she needs to buy-say- a drink, the Coke.

COMMUNICATION BARRIERS

If readers/listeners or viewers misunderstand the advertising message, the campaign is a waste to time and money. We have to careful not to set up unintentional communication barriers. We may know what we mean but do other people? We must never assume that people know what we are talking about and this is where market education work of PR can help to make communication effective.
Some barriers are as follow-
· Social barrier
· Age barrier
· Educational barrier
· Language barrier
· Vocabulary barrier
· Political barrier
· Racial barrier
· Ethnic barrier
According to Lippmann other types of communication barriers are
a. Artificial censorship
b. Limitation of social contact
c. Meager(insufficient) time available for paying attention to public affairs
d. Difficulty of making a small vocabulary express a big, complicated world
e. Fear of facing those facts that seem to threaten established routine of our lives


Topic 2
ADVERTISING AS INFORMATION
There are two possible ways by which advertising can increase sales: either advertising changes tastes or advertising provides information.
Nelson's theory of ad is the theory of advertising as information. Consumers have far less than prefect information about productions. Their concern is about the quality and price.
Some people look for quality product in the cheapest price. But some have the attitude that if the price is high, the quality is better.
Although advertisement might attract the prospective customer to the store it is the waste of money (for the ad) and time (of the sales person) if advertising claims and product qualities are not equal.
The purchases of experience goods exercises control through repeat purchases and to a lesser extent through recommending or not recommending the product to friend.


Two types of information

Direct- Message about the product
Indirect- Brand

Only brands of high quality and high repeat purchases potential can sustain heavy advertising over a period of time.


AIDA Model
If stands for

A- attracting attention
I- rousing interest
D- Building desire
A- Obtaining action

Attention- The layout typing and color
Contrast by white space is a good attention- getter. Movement is a vital element; it can be physical or emotional.
Interest- d seen does not mean ad read. Mostly people see the illustrations and do not read the copy. Even copy format is important for interest creation.
Desire- buying motives, physiological as well as psychological make people purchase in products.
Action- it is logical end of the ad by which people by the product.
1. Products are associated with the company
2. The message is repeated
3. Certain immediate action appeals are used

Topic 3
CLASSIFICATION OF ADVERTISING

Sandage, Fryburger and Rotzoll have classified the advertisement according to the users.
1. Advertising by Producers
These are the business enterprises that originate the product and/or service for profit. They often offer the product or service for sale under a brand name, company name or simply one of the many brand offered by the company.
a. Trade advertising is directed toward retailers and whole salers.
b. Public relation advertising- Producers have many publics' to consider, including employees, customers and prospective customers, professionals, legislators and citizens. The means and ends of 'public relation' advertising by producers are diverse. Generally, there is a common purpose to favorably influence one or many of the firm's public, in an increasingly interdependent society.
c. Business advertising
d. Int'l advertising of multinational products or services.
2. Advertising by retailers and wholesalers
3. Advertising by govt., social institutions and groups



According to Chunwalla and friends, advertisements are categoried as:

1. PRODUCT ADVERTISING
Three types
a. Pioneering- An attempt is made to stimulate the primary demand of the product catagory rather than a specific brand.
b. Competitive - Selective demand of a specific product brand is stimulate.
i) Direct- It seeks to stimulate immediate buying action.
ii) Indirect-The benefit of the product are emphasised in anticipation of the consumer's final action of buying.
c. Retantive- The product is now having a firm footing in the market.


Types of products
Consumer Product for direct consumption
Industrial product like plant and machinery,
spare pants etc.

Consumer durable
Consumer nondurable


TV
dCreativity
u
tion
TV
dCreativity
u
tion
TV
dCreativity

Planning
u
tion

Refrigerator/ TV
Soaps, Pastes



2. SERVICE ADVERTISING

Services are activities, benefits or satisfactions offered for sale. They are intangible, inseparable, variable and perishable. So they, require strict quality control, supplier credibility and adoptability.

Personalized services like laundry, hair-grooming, beauty salon, automotive repairs, when advertised, place greater emphasis on the institution offering it and advantages in patronizing them.

Banks are looking at new ways to provide their services e.g. use of ATMs- automatic teller machines, telephone banking.


Objectives:

-To make the company known
-To make its products/ services known
-To make its achievements known
-To make its value known
-To make socio-political/economic moral statements
Corporate advertising is considered to be 'nice' rather than necessary.

4. PUBLIC RELATEION ADVERTISING

It is a part of institutional ad, public relation is the deliberate planned and sustained effort to establish and maintain mutual understanding between an organization and its public.

Public Relation advertising generally precedes the share issues to create a formable climate for investing public.
Public Relation advertising addressed to customers is about the price revision for whatever reasons, customer education ads, notice about change in address / phone numbers.

5. PUBLIC SERVICE AD

Let your daughter do you proud, let her Live.

Are you buying Death?
Say no to drugs save your family.

EK Ya Do, Bus!
(ONE or TWO, that's ENOUGH.)

PSA is emotional since it touches people's deepest fears, anxieties and values.

6. FINANCIAL ADVERTISING

OTHER TYPES OF ADS
Some other ads
1. Personal
2. Classified
3. Institutional
4. EDUCATIONAL AND NGO ADVERTISING
5. ADVOCACY ADVERTISING

One may argue that all advertising is advocacy or ought to be advocacy. Yes, in a broader sense is time. However the term advocacy advertising is used when an institution/ organization is aiming at a change if attitude to achieve a certain objective.

- GENERIC (shared by, including or typical of the whole group of things, not specific) ADVERTISING

It is the advertising that gains the acceptability for a product group rather for brand building.
On sees ads promoting the use of milk or eggs as healthful products.
'HAVE YOU HAD AN EGG TODAY?'

6. COMPARATIVE ADVERTISING

It aims at comparing specific product attributes with competitor's brands. Some analysts question such ads on an ethical ground.

Types of Advertisement
1. Consumer
q Consumer goods- foods, drinks and confectionaries are fast moving consumer goods whereas, pharmaceuticals which are packaged, branded and retailed are called over the counter goods.
q Consumer durable- motor, washing machine, TV etc.
q Consumer services- security, banking, insurance, investments, hotel, restaurant, travel agency
q Social grade- such advertising referred to the 'right prospects' and 'lowest possible cost.'

2. Business to Business
To promote non consumer goods and services
Goods
q Raw materials
q Components and accessories
q Plants and machineries
q Office equipments and supplies
Services
q Insurance

3. Trade
Address to distributors, wholesalers, agents, importers/exporters etc.

4. Retail
It lies between trade and consumer ad.
q Department stores
q Super markets
q Restaurants
q Petrol stations

5. Financial
q Banks
q Saving companies
q Insurance
q Investment companies etc.

6. Direct response- Shopping without shops through mail or telephone or brochure
7. Recruitment- recruiting the staffs
These types are considered by Frank Jefkins in Advertising, fourth edition 2000.


Topic 5
Economics of Advertising
1. Marketing Role- marketing is a strategic process a business uses to satisfy consumer needs and wants through goods and services. Four tools of marketing called marketing mix etc.
The 'Four Ps' concept of marketing mix, as introduced by E Jerome McCarthy, developed by Philip Kotler are Price, Product, Place and Promotion. Promotion could be done through marketing communication. There are four techniques of MC- Advertising, sales promotion, PR and personal selling.
2. Communication Role- Advertising is a form of mass communication. Advertising both informs and transform the product by creating an image that goes beyond straight forward facts.
3. Economic Role- The two major schools of thought concerning the effect, market power school and market competition school.
-John, M. Rernon
According to market power school (MPS), advertising is a persuasive communication tool used by marketing to distract consumer's attention from the price of product. By featuring other positive attributes, and avoiding price, the consumer makes a decision on these various non price benefits.
In contrast, the market competition school (MCS) sees advertising as a source of information that increases consumer's price sensitivity and stimulates competition.
Charles Sandage, an advertising professor, sees the economic role of advertising as 'Helping society to achieve abundance by informing and persuading members of society with respect to product, services and ideals.
4. The societal Role- It informs us about new and improved products and teaches us how to use this innovation. It helps us compare products and features and makes informed consumer decision. It mirrors fashion and design trends and contributes for aesthetic sense.

Is advertising wasteful?
It was the traditional concept that the consumers themselves are competitive to find out the product or service of their need. It is not necessary to advertising; it is just the waste of money and time.
But the concept has been changed. People do not have complete information about the best choice of their need without Advertising. It used to claim that advertising has proved to be a more efficient (less costly) source of information than any other sources.

1. The effects of Advertising on costs
Advertising is not the cause of high distribution costs.

2. The effects of Advertising on Department Stores
There is misconception that the larger firms like Dept. Stores has higher price than any other shops. But large firms have greater number of marketing functions than do the small one.

3. The effects of Advertising on total manufacturing costs
In many companies the large scale of operations made possible in part through advertising has resulted in reduction in manufacturing costs. But small non-advertising companies sometimes have as low production costs as large companies.

4. The effects of Advertising on Price
Advertising has the effect of slowing up the development of price competition but that it rarely succeeds in preventing price competition over long periods.

5. The effects of Advertising on quality range of Merchandise
Advertising tends to improve the quality and range of merchandise offered to consumers. Advertising and aggressive selling have led o a more rapid adoption of new major inventions than would otherwise have been possible.

6. The effects of Advertising on consumer's choice
Significant product differentiations provide satisfaction to the consumer through the advertising. But at the same time it persuades the consumer to by those items that are not immediately needed.

7. The effects of Advertising on Investments and level of national income
It is quite significant force in advancing the technology of production. It means you have to invest more to compete with other's product.
The higher is the transaction of advertising money, the higher the national income.

8. The effects of Advertising on business cycle
More business means more advertising. Far sighted business management might be able to employ advertising effectively in launching new products to combat cyclical downswings.

Dangers of advertising
1. There is a tendency among business to assume to readily that demand is inelastic and consequently refrain (avoid) from sufficient use of price as a competitive weapons.
2. Consumers sometimes do not have sufficient freedom of choice to buy non-advertising goods on price basis.
3. In some cases, because of the dominance of large advertisers there may be insufficient freedom of entry of new enterprises in to established industries.
4. Present day advertising does not provide sufficient information to enable them to buy with full economic effectiveness.




Topic 7

ORGANIZATIONS OF ADVERTISING BUSINESS

Ad agency

1. History
1800- Whites, first British ad agency
It worked as
- A space broker selling press advertising
- Copy writer
- Designer
2017- Nepal Advertisers, First Nepalese ad agency

2. Reader survey
1950s- Hulton Readership Survey
But ABC was working since 1931 in Britain.
TV commercials were started with the advent of TV in 1955.

3. Location
Mainly capital
Industrial area

4. Public relation
Advertisers as well as media

5. Role
-To plan, create and execute ad campaigns for client. If the advertiser defaults, the agency is responsible for paying debts incurred on the client's behalf.
- Middle position, as a mediator

Ad department

The advertisers
Ad manager

The agency The media
Account executive Ad sales manager

Ad agency and its world

The advertisers
Media Specialists

AD AGENCY The media

Professional orgs Suppliers

Training

Fair Trading Rules

Commission
15%- National
10%- Regional


TYPES OF AD AGENCIES

1. Service agencies

It provides a whole range of services to the client, both advertising and non advertising.
Advertising Services include Planning, creating and producing advertising campaign which broadly encompasses account planning, research, creative service, media planning and production of ad materials to different media even out door.

Non ad functions may include PR, making corporate identity plans, packaging, organizing fairs, exhibitions and training -materials.
According to Frank Jefkins, Service agencies are categorize as,
1. Full service agencies
a. Marketing research
b. Public relation
c. Recruitment advertising
d. Sales promotion

2. Medium size agencies
a. Freelance job
b. Copy writing
c. Creativity

3. Business to business
a. Trade exhibition


2. A La Carte Services i.e. order according to choice, can be hard from a full service agency or small specialist out fits which go by the nomenclature a la carte or boutique.
It often works on ad hoc assignments having separate identity.
Such outfits specialize in creative concepts, strategy development, media planning etc. Their services are at times called for by small and medium size agencies which may not be in a position to offer the high paid creative writers or media planers.

They are also categorized as
a. Creative agencies: These produce copy platform or themes and create campaigns for different media, perhaps inventing characters and writing jingles and music for broadcasting commercials.
b. New product development agencies: They may influence the original concept of the product, and certainly participate in naming products, packing designs, pricing and market segmentation, distribution, test marketing and selling-in to the trade operations as well as the main consumer advertising campaign.
c. Direct response agencies: These agencies have responded to demand, and direct response in all its form, including the use of media. The technique is to sell direct, by post, telephone, fax and the internet.
d. Incentive scheme agencies: Both buy and supply goods and services which are offered as gifts or premiums to customers or as incentive award to the employees.
e. Sales promotion agencies: A modern sales promotion scheme is very often an original exercise created for short term operation. Big prize competition, money off flash pack, charity promotions are some examples of it.
f. Sponsorship agencies: Sponsorship may be for marketing, advertising or public relations purposes, and quite often may embrace all three.

3. The House Agency

It is an agency established by a company to look after its advertising requirements.


AD AGENCY STRUCTURE
AccountDirectors/Account Executive

Marketing



TV
Production

TV
MMarketing


Administration
Media
ng


Marketing Research

Media

Creative

Planning
Space buying
Airtime buying
Copy writing
Studio
Script writing
Art buying
Storyboards
Hiring Production Company
Print buying
Traffic
Accounts
Library
Vouchers

Secretarial


FUNCTIONS OF AD AGENCIES
1. Consumer research to determine the strengths and weaknesses of the product in household use.
2. Market research to describe the best prospects.
3. Development of marketing strategy and budget
4. Help in naming and packing.
5. Develop and pre testing of the creative concept
6. Media planning to reach target markets efficiently
7. A plan for launching the product to the trade.
8. Application of the creative concept to promotion and point-of-sale materials
9. Publicity plan for exploiting the product's news
10. A Plan for generating enthusiasm within the sales force.



Media planning
Function of media planning:
Media planning is a blend of marketing skills and familiarity with mass communication. The planning decisions includes: which audiences to reach, where (geographic emphasis), when (timing), for how long (campaign length) and how intense (frequent) the exposure should be.
- Wells, Burnett and Moriarty

4 W'S in Media Planning

Who- Who requires a precise description of target prospects? Radio and TV stations also have their own type of audience.

WHERE- Local and regional advertisers confine their media choices to those that best cover their particular trading areas.

WHAT- What message is to be communicated has considerable importance in deciding which media to use?

WHEN- When to advertise can be planned in terms of seasons of the year, month, day, week, hour or minute.

The change in the role of media within Ad agencies from a clerical function to a management function was the result of several factors.
a. The first was the demand by the advertiser for more accountability.
b. The second was the adoption of marketing concept with its emphasis in consumer research and strategy planning.
c. The third has been the sheer explosion of media.

Aperture concept of media planning
The goal of the media planner is to expose consumer prospects to the advertiser's message at critical point. This ideal opening is called an aperture. The most effective advertisement should expose the consumer to the product when interest and attention is very high. Only the accurate marketing research, appreciation of the message concept and a sensitive understanding of mass communication could succeed this complex and difficult assignment.

Media planning operations:
Information sources and analysis

Media planning
A. Marketing Sources
· Distribution patterns
· Market sales
· Rival promotions
B. Creative sources
· Theme
· Message
· Research

C. Media sources
· Popularity
· Profiles
· Cost forecasts

Setting objectives and strategies
A. Finding Target audience
· Demographics- People are described by their age, income, education, occupation, marital status, family size and several other tags.
· Psychographics- It looks for more sensitive measures of motivation and behavior.
· Product use segmentation- Audiences can also be classified according to their consumption habits (usage). Media planners obtain information on which products the audiences buy or how often they use or consume these products.
B. Where to advertise: Geographic area
C. When to advertise: Timing
· Seasonal Timing
· Holyday Timing
· Day-of-the week timing
· Hour-of-the-Day timing
D. Duration: Find the best campaign length
· The advertising budget
· Consumer-use cycle (It is the time between purchase and repurchase).
· Lack of brand loyalty
· Competitive advertising
E. Find acceptable media environments
· Media content-product compatibility (Shoes on sports program)
· Media-created mood: Food product will not allow its commercials to run during the program that ia not fully for family audiences.


Media selection procedure
A. Audience Measure
B. Media reach
C. Frequency

Staging the media plan

Media plans are interwoven with all other areas of advertising: the budget, the target audience, the advertising objectives and the message demands.
A. Situation Analysis
B. Aperture opportunity
C. Strategy to select the media
D. The flowchart: Scheduling and budgeting allocation



MEDIA SELECTION

4. Circulation (Print)
ABC
5. Audiences (Electronic)
ABC performs three functions

1. Audits the circulation figures of member publisher and certifies to the accuracy of publishers statements.
2. Establish standard for reporting the quantity, quality and distribution or circulation.
3. Serves as a clearinghouse, gathering statements from member publishers and disseminating circulation reports to the advertising agencies.

6. Media cost efficiency
Most of the media quote their rates in terms of a standard unit of space.

-Editorial or Program content


Ad media Mix

4 Ms
· Money
· Market
· Media
· Methodology

Media strategies
Class selectivity
Coverage
Flexibility- frequency
Cost Budget
Editorial environment
Favorable? People read?
Production quality
(Reprint)
Permanence (The abilities of the media to keep ads before prospect eyes)
Trade acceptability (is it accepted trade) no to kantipur
Merchandising cooperation


Topic 8
ADVERTISING MEDIA
Each type of medium has its own character and each specific medium, in turn, differs from the next. Each media decision must be made in light of the particular requirements of particular situation.

Ad Media
Above-the-line
Above-the-line media are those paid commission to the advertising agency.
1. The Print
2. Radio
3. TV
4. Alternative TV
a. Cable
b. Digital
c. Satellite
d. Video cassette
e. Video games
f. Home computers
5. Cinema
6. Outdoors
7. Transportation
Below-the-line
Below-the-line media usually paid no commission to the ad agency.
Sales literatures
a. Leaflets
b. Folders
c. Brochures and booklets
d. Catalogues
e. Postcards
f. Diaries
2. Point of sales display
3. Aerial ad
4. Calendars
5. CDs, CD Rom
6. Ad bags/Carrier bags
7. Body media/Cap, T-shirt
8. Flags
9. Cards
10. Paper clips
11. Book ad
12. Badges
13. Stickers

Different types of print media
National
Regional
Local
Free
Special interest magazine
Consumer interest magazine
Trade journal
Technical journal
Professional journal
Directories and yellow pages.

Advantages of Print media
Cheapest means of reaching large numbers of unidentified prospective buyers
Can be inserted quickly- less time for designing than radio, TV or printing posters
Response can be achieved by means of coupons or giving of fax or telephone or e-mail
Can be targeted to certain people
Capacity to accept a large number of ads compared with limited time on TV or radio
Can be re-read and retain.

Disadvantages
Short life
Poorly printed
Passive medium
Static medium- no sound or movement.

Advantages of Radio
Cheapness- It costs little to own and run aradio set by battery. It is also cheaper to produce a radio commercial than a TV commercial.
Penetration- Radio can reach large audiences over great distances and is a means of reaching people who may have access to no other media. It also may works for multi-language and multi- ethnic society.
Transmission times- Radio programs are usually broadcast for many hours of the day, often round the clock.
Human voice and music- The use of sound, sound effects, whether vocal or musical, makes it a live medium compared with passive and static media.
Does not require sole attention- Unlike reading a newspaper or watching TV, radio does not demand the listeners' sole attention. He or she can do other things at the same time from working to driving car.
Companionship- Radio is often listened to as a form of companionship.

Who are the consumers?
Age
Income
Sex
Education
Race and nationality
Religion
Location
The family life cycle
Social class.



Topic 9
PRE TEST FOR AD

A) Measures of Initial Effectiveness
1) Attention getting power and interest
a) Questioning respondents.
Ask reaction to dummy to the respondents.
b) Observing respondents.
Watching respondents looking through a portfolio of ad and nothing amount of time spent reading each ad.
c) Instruments test
i) Behavior Recording – Recording eye movements as the respondents views the ad.
ii) Recording Subjective Reaction – Measuring degree of interest by tuning radio or TV.
iii) Film and instruments presentation followed by questioners.
2) Clarity of Ideas
a) Question of the respondents as to what ad conveys.
b) Instrument test: Timing devices, which control the length of exposure to the ad.
c) Devices, which measure the distance at which a poster of billboard can be read.
B) Measure of Knowledge
1) Awareness test, which measure what respondents, know about the company or product.
2) Recall test
a) Unaided - What products of this class do you remember seeing advertised?
b) Aided - Do you remember seeing an ad for such and such product?
3) Measuring Impact – Determining
(i) Significance of Idea
(ii) Extent to Understand
(iii) Believability
(iv) Emotional Impact.

C) Attitude Measurement

1) Conscious Vs Preconscious attitudes
Direct QuestionAccount Directors

ng scale
Account Directors

interviAccount Directors

nd Account Directors

test






2) Opinions and feelings about companies and product.
3) Opinions and feelings about advertising ideas and test ads.

D) Predicting the probable action advertising which generate.

1) Product uses and sales
2) Responses other than sales
4Ws in media planning
1. Who do you want to reach?
2. Where they are located?
3. What is the message?
4. When do we run the Ads?

THEME – What to say and how to say it varies on the characteristics of media,
Product demo – TV
High involvement product – print

MESSAGE – It varies media to media and also program to program.

RESEARCH – monitor audience reactions,
- The number of number of message to be used.
- The continuity pattern of the ad.

POPULARITY – Size of the audience and characteristics of target market.

PROFILE – It includes social and economic profiles of audience including demography, interests, and lifestyle purchasing pattern.
COST FORECASTING – A careful and accurate estimate of what the advertiser will pay for space and time.


Topic 10
MARKET RESEARCH ADVERTISING
ADVERTISING RESEARCH
It is a Branch of marketing research. It is both a sort of insurance to avoid wasting money on ineffective advertising and a means of monitoring the effectiveness of a campaign while it is running and after the campaign is ended.



Marketing Research

1. Reactive
a. Experiment
-test marketing field experiments
7. lab. Experiments
8. b. Questioning
- Questionires
-Group discussion
- In-depth interview
2. Non-reactive
a.observation Non- Participative consumer, panels, Retail audits
b.Existing/ a formation
- Laternal data
-De... research
-syndicated surveys

Reactive Research- Information about the market place and the consumers his it. This is derived from experiments and questions.
Non-reactive- The interpretation of existing data or observed phenomena. It does not depend on data derived direct from respondant.

Anatomy of Ad Research

Pre Campaign Mid Campaign Post Campaign

Defining copy platform Reading and Notice -final result and evaluation
-Copy pre test -Continuing Research
-Plan the media - TABS
-Publisher's Research
- Media Research

Media Research
· Independent survey
· ABC
· National readership survey
Publishers Research
THREE STAGES OF RESEARCH
1. Define the copy platform or theme
2. Pre-test proposed ads
3. Plan the media schedule

Define the Copy Platform
What will make the most effective appeal- price, quality, something new, a special offer? Should there be a lot of copy or mostly picture? Should it be serious or ....?

To know these things basically there are two types of research
MOTIVATIONAL RESEARCH.

Dr. Ernst Dichter
Whats' the motive of the buyer to the specific product?
Is it safer, healthier or to satisfy her husband or his wife?


DISCUSSION GROUP

Discussed with the buyers community. The participants will select randomly. But it is difficult to handle the large group.
Both poverties interact and find out the problems.

Copy-testing
9. This is the second step of ad marketing.
10. After getting the ideas from those two researches the script of the ad prepare. There it will be tested on a sample of people representative of the market.

In a lasting process ads can be shown to respondents, then with drawing and questions asked to test what is remembered. This is known as the FOLDER technique.

Research during Campaign
Reading and Noting

In this process, the audiences are asked whether they have read newspaper and have they seen any advertisement. After finding the strengths and weaknesses, the final ad is produce to launch.

RESEARCH AFTER CAMPAIGN
· Reading and noting tests may be held
· Assess the total number of enquiries or orders obtained.
· Review the market position

Continuous Research
· It is a regular research
· Can do an .... survey
· Can do in other two ways
Consumer panel Dealer audit

Consumers are carefully recruited and consist of housewives or house holders who agree to keep a diary of their purchase. The diaries are posted to the research company for tabulation. The final report show what social grade buy which brands in which quantity, how often and where.
Dealer audit requires a recruited cross section of retailers who are visited regularly and their invoices and stocks checked to record the movement of brands and the shares of the market held by each brand.
TABS
Tracking, Advertising and Brand Strength
By combining computer technology and very efficient self-completion questionnaires, TABS monitor the strength's of reactions about ad brands.
The respondents place tick marks on scaled and other questions covering brand buying, brand usage, brand awareness, ad awareness, brand goodwill, price image and detailed brand image.
These marks are read by an Optical Mark Reading computer which converts them into scores and percentages among the target market for each of the various products or service covered.

Topic 11
MEDIA RESEARCH
-Independent Media Survey
-Readership and circulation
-ABC
-Verified Free Distributions (D-T-D/struts nest for free newspapers)
- National Readership survey
-Postar-Poster Audience Research (out-door media)
- Radio Joint Advertising Research
-Broadcasters' Audience Research Board.



Topic 12
MEDIA STRATGEY
Planning Cycle


Why are we there?
Are we getting there?


Where are we?
How can we get there?
Where could we be?

WHY ARE WE THERE?

-In the mind of consumer un/familiar, mis/conception or perception?
- In the market sales situation of the brand and products of its category


WHERE COULD WE BE?

Analyze the reasons for the currant market standing or lack of it, distribution/ problems/ competitor's better strategies, brand image, corporate mage.

WHERE DO WE GO FROM THERE?

Determine not just "where would it be desirable to be?", but "where could we realistically be?"

HOW DO WE GET THERE?

"How TO DO" is the must crucial part of plan-the strategy to achieve the objective, the intended route to fulfill the aims.
Strategy must cover both creative and media planning including the economics of the exercise.

· What is the problem/opportunity?
· What is the role of ad?
· Who are we talking to?
· What is the desired key-response?
· What is the personality of the proposed advertising?

WHERE ARE WE?
Find out the market position and review the strategy different than it was before. You might not be changed it drastically if you got your position quite satisfactory. Otherwise, you've to rethink your media strategy. It means you might have start from zero level.


Media Strategy criteria

THREE CRITERIA

Medium as Message
-Which contribute most?
Medium as Medium
-Best suited to the target
Medium as Vehicle
-Work as a tool

It defines the target audience and the priorities of weighting them, the specific reach, frequency and continuity goals.
1. Specify target audience against the weights that need to be delivered.
2. Determine the overall media weights to be delivered that the target audience over the course of year.
3. Decisions about the distribution of these weights across time and markets.
4. The mix of brand media types that should be used to deliver the weights.

D. Sriram, Director
DMB and B Advertising P.L.

Another approach

1. Aim to cover a substantial portion of the brand's target group once every week with as little duplication as possible. "Substantial proportion", however, is relative.

2. To achievement this, determine the optimum number of weekly gross rating points (GRP) and establish the best types of day part and programs to use in order to minimize audience duplicator.

3. Run your weekly advertising pattern for as many weeks as the budget will allow.

-JOHN PHILIP JONES
Prof. of Syracuse University

Media Strategy
4 Ps
Product
Price
Place
Promotion
Ad media mix 4Ms
Money
Market
Media
Methodology

Selectivity- which media
Coverage
Flexibility
Cost of Media
Editorial environment
Production quality
Permanence- Long time in magazine/shelf value
Trade acceptability

Topic 14 A
TV COMMERCIALS

CHARACTERSTICS OF TV COMMERCIALS

ACCEPTANCE- people like to watch commercials if the ads are well done. TV commercials have high rating comparatively with other media.
CENTERING WITHOUT RIGHT
INTRUSIVENESS (Disturbing) - Most people pay more attention to TV than they do to Radio programming. People watching a program they enjoy are frequently absorbed in it.
Advertising is considered on unwelcome interruption because it disrupts concentration. This intrusiveness can be disconcerting and can cause the viewer to be even lass receptive to the commercial message.
The tendency of viewers to switches or leaves the room during commercial break. Because TV viewer has strong patterns of avoidance, commercials have to be intriguing (interesting) as well as intrusiveness.

THE NATURE OF TV COMMERCIALS

MESSAGE STRATEGY

Action and motion
TV is a visual medium and the message is dominated by the visual effects. But newspapers and magazines also use visuals i.e. photograph. But TV has the moving image, the action, that makes TV so much more mesmerizing than print. Good TV advertising uses the impact of action and motion to attract attention and sustain interest. (To bring to a hypnotic state). (d'l5{t, n7\7)

Storytelling
Every TV commercials also use storytelling, both for entertainment value and to make a point. These little stories can be funny, warm, silly or heart-reading just as in real life.

Emotion
More than any other ad medium TV has the ability to touch emotion to make people feel things. This ability to touch of feelings of the viewer makes TV commercial entertaining, diverting, amusing (dg axnfpg') and absorbing. Real Life situations with all their rumor, anger, fear, pride, jealousy, and love come alive on the screen.

Demonstration
If you have strong sales message that lends itself to demonstration, then TV is the ideal medium for that message. It makes the demonstration persuasive. Believability and credibility are high because we believe what we see with our own eyes.

Sight and Sound
TV is an audiovisual medium that is, it uses both sight and sound and an effective TV commercial fuses that audio and visual elements.
One of the strengths of TV is its ability to reinforce verbal messages with visuals and visual messages with verbal.

ELEMENTS OF TV AD
VIDEO- The video elements include everything that is seen on the screen. Copy writers use visuals, the silent speech of film, to convey as much of the message as possible.
Good TV writers try not to bury the impact of the visual under a lot of unnecessary words.

AUDIO- The audio dimensions of TV and Radio ads are the same-music, voices and sound effects. But in TV commercial they should be related to the visual image.

TALENT- A TV commercial has all the ingredients of a play. The most important element is people who can be announcers (either on-or off stage), presenters, spokespersons, character types (old women, baby) or celebrities. People in commercials are called TALENT.
Some commercials use just parts of people, such as hands, feet or back of the head.

PROPS- The ad should reflect the essential properties of the product. Does it come is the package? Does it have distinct logo? How should it be depicted? Can you show it in use? (For example, Tennis racket in a tennis scene.)

SETTING- The setting is where the action takes place. It can be something in the studio from a simple table top to a constructed SET that represents or storefront.
Commercials shot outside the studio are said to be filmed ON LOCATION.

LIGHTING- Lighting is another critical element that is usually manipulated by the director. Special lighting effects need to be specified e.g. Low Lighting in a bar, or intense bright light though reflected from show.

GRAPHICS- There is several types of visuals that are filmed from a flat care, or generated electronically on the screen by a computer.
The CRAWL is computer generated letter that appears to be moving across the bottom of the screen.
PACING- The speed of the action is another important factor is a TV commercial. Pacing describes how fast or slow the actions progresses.

PLANNING TV COMMERCIALS
LENTHS- The most common length for a TV commercial is 30 second. Some network commercials now run in 20 second and 15 second format.
SCENES- There is the segments of action that occur in a single location. Within each scene there may be a number of shots from different angles. A 30 second commercial is usually planned with up to 6 scenes.
KEY FRAMES-The TV equivalent of a thumbnail sketch is called a key frame. The message is developed from a key visual that contains the heart of the concept.
The various concepts are devised, tested and revised as key visuals.
LOCAL PRDUCTIONS- Most local retail commercials are simple, relatively inexpensive, and are shot at the local station or production facility on video tape.
PRODUCING A TV COMERCIAL
PRE-PRODUCTION
-Meeting of the creative team and producer, director and other key players
- Outline the every step of the production process
- Anticipate every problem
- Finalize the detail schedule

THE SHOOTING
-The setup and rehearsal take more time
-Involvement of more people technicians, actors, director etc.
-Many scenes should be taken, but not need to follow the script order
- Audio need to be recorded separately in a sound studio
- Synchronize the audio and visual.

POST-PRODUCTION
-Preliminary editing
ROUGH CUT
-Revision and reediting
INTER LOCKED (Audio and film are separate, but they are timed and can be listen simultaneously)
-Final Version
ANSWER POINT
-Duplicate the copies
DUBBING
-RELEASE THE PRINT


Topic 14 B
Types of Broadcasting Advertising (Radio Commercials)

1. NETWORK APPROACH

- National network through telephone wires or satellites
- Provides simultaneous network programming
- Many local or regional stations belong to more than one network.

2. SPOT APPROACH
An advertiser places advertising with an individual station rather than through a network.
Although networks provide prerecording national ads, they also allow local affiliate open time to sell spot advertising.

3. PROGRAM SPONSOR APPROACH
An arrangement will be made in which the advertisers produce both the program and accompanying commercial.
Sponsorship has a powerful impact on the viewing public, especially because the advertiser can control the content and quality of the program as well as the placement and length of commercial.

4. Participation show
A participation show is one in which a variety of sponsors place commercials within the body of the program that is after the first introduction of the program, during break and at that end of the program.
The 'Participation' here refers to advertisers participating in paying for the program as through they were actually sponsors when in fact, they have nothing to do with the production of the show itself.

5. Announcement Campaign
Announcement campaigns are a form of local advertising or spot broadcasting. The fundamental difference between these commercials and those within network program is that these announcements are sold only by local stations or their representative and are aired between regular programs rather than within them.
As much as commercial announcements placed between shows are isolated from the shows themselves. It is the disadvantage of such commercial.

6. The photograph approach
Photographs always lend authenticity. Every one knows that photographs can be as misleading as statistics, but nevertheless they are accepted, by and large, as authentic proof of facts and events.
Good photographs have compelling appeal that is absent in the words, that tell.
Photographs add to the interest and stimulate close attention.

7. Film as an Advertising media
Documentary films are a very powerful medium of publicity.
Three fundamentals of film:
- What is the object of the film?
- For what audience is the film intended and can this audience be reached successfully?
- How much money can be spent to better advantage in other ways?

Topic 15
THE DESIGNING OF ADVERTISING
The message designing
Hard and soft sell
Ads are designed to touch either the head or the heart. These two approaches are also called HARD SELL and SOFT SELL. A hard sell is a rational, informational message that designed to touch the mind and create a response based on logic.
But soft sell uses an emotional message and is designed around an image intended to touch the heart and create a response based on feelings and attitudes.
FORMATS AND FORMULAS

1. STRAIGHT FORWARD FACTUAL

These ads usually convey information without using any gimmicks. They are rational rather than emotional. Business-to-business advertising also is generally factual tone.

2. DEMONSTRATIONS AND COMPARISONS

The demonstrations focus on how to use the product or what it can do to you. The product's strengths take center stage. The objective of demonstration's conviction is 'seeing is believing.' It can be a very persuasive technique.
A comparison contrasts two or more products and usually finds the advertising brand to be superior. The comparison can be direct, his which the competitor is mentioned, or indirect, with just a reference to 'other leading brands.'

3. HUMOR

The copy strategy behind making people laugh is the hope they will transfer the warm feelings they have as they have being entertained to the product. Humor is hard to handle, however. Although, everyone appreciates a good joke, not everyone finds the same joke funny. The danger of humor is people will remember the punch line and forget the product name. But some humor, if deftly (skillfully, cleverly) handled, is acceptable. (David Ogilvy)
4. Problem Solution

It is also known as the product-as- hero technique. The message begins with problem, and the product is precluded as the solution. This is a common technique used with cleansers and additives that make things run smoother.
A variation on this technique is the problem-avoidance message where the problem is avoided because of product use.

5. SLICE OF LIFE
It is really just as an elaborate version of a problem-solution message presented in the form of a play let. It uses common place situation with 'typical people' talking about the problem. It puts the audience in the position of overhearing a discussion wherein the problem is stated and resolved.

6. SPOKESPERSON
Using a person to speak on behalf of the product is another popular message technique. Spokespersons and endorsers are thought to build credibility. They are either celebrities we admire or the experts we respect or someone 'just like us' whose advice we might seek out one of the problems of spokesperson strategy is that the person may be so glamorous or so a attractive that the message gets lasts. AMITHAV BACHCHAN

Testimonial
It is a variation of the spokesperson message format. The difference is that people who give testimonials are talking about their own personal experiences with the product.
Message designing and positioning
Nature of the product
The target group
Special characteristics of the product
The competitors
Promises
The different one
Brand position

Objectives
With consumer
Passing on information
Create brand awareness
Incite them to act i. e. purchase
Confirm the legitimacy of their choice after purchase

With trade
To induce them to stock the product
To push the product on the counter
To provide strategic shelf-space

With manufacturers
To make them raw materials
To convince them about rational product benefits
To convince them about cost aspects


THE EIGHT LAWS OF DESIGNING
1. Law of UNITY
2. Law of VARIETY
3. Law of BALANCE
4. Law of RHYTHM
5. Law of HARMONY
6. Law of PROPORTION
7. Law of SCALE
8. Law of EMPHASIS

LAW OF UNITY-

UNITY can be disturbed by
· an irritating border
· too many different and conflicting type faces
· badly distributed color
· disproportionate elements
· 'busy' layouts containing a confusion of parts

LAW OF VARIETY

There should be change and contrast as with bold and medium weight of type, or good use of white space.
· The ad should not be monotonous
· Variety can also be introduced by the use of pictures

LAW OF BALANCE

OPTICAL BALANCE- It is one third down a space, not half way.
A picture or headline may occupy one-third and the text copy two-third.

SYMMETRICAL BALANCE falls midway so that a design can be divided in to equal halves, quarters and so on, but should not divide into two halves so that it looks like separate ads.

LAW OF RHYTHM

Though print ad is static, but it is still possible to obtain a sense of movement so that the eye is carried down and through the ad. The eye should lead from Para to Para.
The general from of overall design should be pleasantly rhythmic.

5. LAW OF HARMONY
There should be no sharp, annoying and jerky contrast.
All the elements should harmonize, helping to create unity

6. LAW OF PROPORTION
This applies particularly to the type sizes used for different widths of the copy, the wider the column the larger the type size, and vice versa.

7. LAW OF SCALE
It is the use of the color, black looks closer to the eye than grey and red is the most dominant color. Black on either yellow or orange is very bold where as white on yellow is weak.

8. LAW OF EMPHASIS
All emphasis is no emphasis. Do not use
· all capital letters
· Too many bold letters

Anatomy of a Typeface

Serif Ascender

Cap height Expel x -HEIGHT

Descender

Copy writing
Appeal
q Create a bridge to the target audience by being persuasion
q Arouse the audience, why to read/listen
q Use familiar words and build up points of interest
q Use specific and concrete word
q Repeat key points
q Convince the audience by sticking the fact
q Use rhyme and rhythm
q Make use of ......... effects i. e. leave the message incomplete
q Ask the audience to draw the conclusion
Message presentation
A. Central
a. The central message
b. Compare advantage and disadvantages
c. Provoke active information
B. Peripheral
a. Pleasant association
b. Scenic background
c. Favorable conclusion
Ad message structure
a. Drawing conclusion
b. Repetition
c. One vs. two sided communication
d. Comparative advantage
e. Order of presentation

Message format
a. Organization
b. Plan
c. Style
d. Type of ad message

AIDCA model of Ad
A- Attracting attention
I- Rousing interest
D- Building desire
C- Conviction
A- Obtain action

Seven elements of Copy Writing
Headline
· Association of ideas- Deuba like it!
· Alliterative- Rhythm
· Bargain- Now only Rs. 99.
· Commanding- buy it now!
· Challenging- Why put up with higher price?
· Curiosity- Even Robert plays football.
· Declaration- No. 1
· Emotional- Sexy juice
· Interrogative- Do you have more interest?
· Identification- The German beer
· Humorous- Open seven days a week
· Gimmick- sss.......sss.....sss
Sub head
· Sense of movement so that the eye is carried progressively through the copy
· Typographical contrast
· Emphasis selling points
· Different ideas
· Absorb the interest at a glances
· Make more interesting
Body copy
· Emotive
· Factual- hard selling/educational
· Narrative- description, story
· Picture and captions
· Monologue or dialogue
· Gimmick
· Quotation
Price
Name and address
Coupon- if any
Signature slogan- Where ever you are.

Copy device
Clichés - Buzzwords like Now! New! At last! Today!
Action words- Buy! Try! Watch! Enjoy! Call! Look! Taste! Ask!
Emotive or exciting words- Wonderful! Beautiful! Amazing! Economical!
Layout
It is a drawing that shows all the elements in the ad where are to be positioned. The most common layout format is one with a single dominant visual that occupies about 60 – 70 % of the area. Underneath it is a headline and a copy block. The logo or signature signs of the message are at the bottom.

Developing layouts
Thumbnail sketches – These are quick miniature version of the ad, preliminary sketch that are used for developing the concept and finding the positioning of the elements. These are small preliminary sketches of various layout ideas. The second step is a rough layout. Rough are done to size but not with any great attention to how they look.

Semi Comp (Comprehensive):
A semi comp is done to the exact size of the ad and all the elements are exactly signed and positioned. Color is added where appropriate. Shading for black and white is done with various gray markers to indicate tonal variation.

Comprehensive:
A layout that looks as much like the final printed ad as possible. On special occasions, a full-blow comprehensive may be developed. This is an impression presentation piece.

Mechanical or Key lines:
A finished paste up, with every element perfectly positioned that is photographed to make printing plates for offset printing.

Design Principles
The functional side of layouts makes the message easy to perceive. The aesthetic side makes it attractive and pleasing to the eye.

Organization
Organized visual images are easier to recognize, perceive and remember than are visual images without any order.
- Gerald Murch

Direction
The path determined by the ordering of the elements is direction.

Guttenberg Diagonal is the motion from upper left to lower right. Graphics expert Edmund Arnold coins it. Most layouts try to work with natural eye movements.

Dominance
It is focal point; the first element is a layout that the eyes see. Normally the dominant element is a visual, but it can be a headline the big and bold face.

Visual Path
The direction is which the reader’s eyes moves while scanning a layout, Guttenberg diagonal is one model.

Utility
Keep things together that go together.

Consistency
It is important to unity. Using one typeface rather than several is a good technique for unity.

Continuity
Neighboring elements that touch and align are another important aspect of unity. Captions need to adjoin the pictures to which they refer. Headline lead into the text.

White space
White space is not simply an area where nothing happens. It works in one of two ways: it either frames and element in the sea of white, which gives the importance, or it separates elements that do not belong together.

Margins
It is simply a white space designed to frame the ad and separate it from everything surrounding it. Ina a magazine, you can use bleed, an ad in which the printed area runs to the trim edge of the page.

Contrast
Contrast indicates the importance of various elements. Contrast makes one element stand out because it is different. Contrast also used to separate an ad from its surroundings.


Balance
Optical 1/3 headline + 2/3 body, symmetrical ½ + ½

Simplicity
Less is more, so when in doubt leave it out (delete)

Color
Color is used in advertising to
- Attract attention
- Provide Real son – exactly what it is.
- Establish moods – red, yellow, orange, are bright and happy.
- Build brand identity – Pepsi (Red + Blue)



References
Three phases
The pre marketing era:
Buyers and sellers communicated each other. In 300 BC Babylonian clay tablet is the earliest form of advertisement.
Mass communication era:(After the mid 1700s till the early 1900s)
Newspaper ad started with the printing press i. e. 1438 when Johann Guttenberg invented movable printing press. First ad in English newspaper was printed about 40 years after the printing press.
The research era:
Since 1950s ad entered in the sophisticated era. Advertisers have developed new techniques to understand and segment audiences, and target them with specific messages.
Newspaper advertisement
1477- British advertisement (But not known, where it was published)
1665- Oxford gazette (Later renamed London gazette)
In England, there were 25 newspapers in 1700s and 258 in 1800s.
Ad in Nepalese context
1919 BS- Ad in Mokshasiddhi, for the first time in Nepal. The ad was about the notice of next publication of the Nepal Manoranjan press.

LAW AND ETHICS OF ADVERTISING

Ethical Criteria (3A)
Advocacy: Advertising by its very nature, tries to persuade the audience to do something. Thus it is not objective or neutral. This fact disturbs critics who think that advertising should be objective information and neutral.

Accuracy: YOU MUST NOT LIE. WHAT YOU PROMISE, YOU MUST PROVIDE.

Acquisitiveness: Advertising gives us choices and incentives for which we continue to strive (great efforts).

British Code of Ad.
The codes require that advertisements and sales promotions should be
- Legal, decent, honest, and truthful.
- Prepared with the sense of responsibility to consumers and society.
- In line with the principles of fair competition generally accepted in business.
The CAP – Committee of Advertiser Practice devises the codes.




LEGAL VS VOLUNTARY CONTROLS

Characteristics of Legislation
i) Advertiser should obey in the public interest, under penalty of fine or punishment.
ii) The law can be preventive in make known what is illegal.
iii) Some laws depend on interpretations by the courts and may not be effective until the test case has occurred to set precedents.
iv) The law has to be invoked (power of the law) either by the plaintiff (a person who brings an action at law), swing (make a legal claim against)) according to whether it is common or statute law.

Characteristics of Voluntary Controls
i) Advertiser should obey in the public interest. An offending advertising agent risks losing his/her recognition status and right to commission, while the client risks damaging his/her reputation if a complaint are made.
ii) There are no penalties other than above and necessity to amend or withdraw an offending ad.
iii) Voluntary controls are self-regulating and are likely to prevent unethical advertising from appearing.
iv) Advertising is competitive but there are limits. No ‘knocking copy’ is allowed. You cannot say your rival product is bad.
v) Voluntary self-regulatory control can be more effective than legislation.

Law of Contract
To be legally binding a contract must have four elements, namely, an offer, an unconditional acceptance of the offer and consideration in the form of some exchange or sacrifice while consent must be genuine and not wrongfully obtained.

Simple Contract: it is one that is not under seal and it can be made orally.
Expressed Contract: This is one in which the terms are set out in words, either orally or in writing, by the partners.
Implied Contract: It is the contract depends on the circumstances.
Executed contract: one or both parties perform the contract. Usually dates are agreed for the performance of the work and payment for it.

Contract of Advertising
1. The purchase of ad space/airtime.
2. The hiring of out door ad sites and exhibition stand space
3. Service agreements with advertising agents, public relation consultants and other professional consultants
4. The purchase of print, display on arterial, photography and artwork.
Sanctions
Adverse publicity – Reports printed and published in media
Refusal of further advertising space
Removal of Trade Incentives – Council of Membership
Legal Proceedings – Refer to Office of Fair Trading (OFT)
Criticism
Advertising is an immoral and parasitical force, which exalts (make higher in rank) false values and induces people to buy things they either do not need or cannot afford. It is said to create expectations that cannot be satisfied.
In Indonesia TV commercials were banned because they were thought to increase the expectation of poorer people.
Critics of advertising have made one fundamental mistake: they blame the TOOL and not the USER. There is mother wrong with advertising, but there are advertisers who abuses or misuse advertising deliberately or unintentionally.