Advertisement & Marketing Communication - Tutorialspoint
Advertisement & Marketing Communications
Advertisement & Marketing CommunicationsAbout the TutorialAdvertising and Marketing Communications is an art and technique of developing andcommunicating messages to promote the products/services/ideas. It is creative,demanding, rewarding, exciting, and also challenging. The sole objective of this creativetechnique is to effectively create awareness about products, services, and/or ideas.This tutorial is designed to provide theoretical knowledge on the aspects of modernadvertising and marketing communications.AudienceThis tutorial is developed for students pursuing either MBA or Journalism program.However, the language and illustrations are so simple that any interested reader can takethe help of this tutorial to understand the concept of advertising and marketingcommunications.PrerequisitesAs such there is no prerequisite. Any reader who has an interest in this topic can read thistutorial to understand the concept.Copyright & Disclaimer Copyright 2022 by Tutorials Point (I) Pvt. Ltd.All the content and graphics published in this e-book are the property of Tutorials Point (I)Pvt. Ltd. The user of this e-book is prohibited to reuse, retain, copy, distribute, or republishany contents or a part of the contents of this e-book in any manner without written consentof the publisher.We strive to update the contents of our website and tutorials as timely and as precisely aspossible, however, the contents may contain inaccuracies or errors. Tutorials Point (I) Pvt.Ltd. provides no guarantee regarding the accuracy, timeliness, or completeness of ourwebsite or its contents including this tutorial. If you discover any errors on our website orin this tutorial, please notify us at contact@tutorialspoint.comi
Advertisement & Marketing CommunicationsTable of ContentsAbout the Tutorial . iAudience . iPrerequisites . iTable of Contents . iiPART 1 – ADVERTISEMENT . 11.Introduction . 2What is an Advertisement? . 2Objectives of Advertisements . 3Advertisement Process . 4Segments of Advertisement . 4Medium of Advertisement . 52.Advertisement Design . 7What is an Advertisement Design? . 7How to Develop Creative Ad Design? . 7Strategy of Creative Design . 7Design Checklist . 83.Campaign & Promotion . 9What is a Campaign? . 9Objectives of a Campaign . 9What is an Effective Campaign? . 10Planning a Campaign . 10Campaign Process. 104.Advertising Research . 12What is Advertising Research? . 12Objectives of Advertising Research . 12Essentials of Advertising Research . 13Benefits of Advertising Research . 135.Copywriting . 15What is Copywriting? . 15Elements of Copywriting . 15Art of Copywriting . 16Copywriting Techniques . 166.Portfolio Presentation. 18What is a Portfolio? . 18Design of Portfolio . 18Contents of Portfolio . 19Common Mistakes of Portfolio . 197.Advertising Agency . 20What is an Ad Agency? . 20Functions of an Ad Agency . 20Importance of Ad Agency . 20ii
Advertisement & Marketing CommunicationsTypes of Ad Agency . 21Services Offered by an Ad Agency . 218.Advertisement – Code of Ethics . 23What is Code of Ethics for Advertisement? . 23Purpose of Code of Ethics for Advertisement . 23Legality of Advertisement . 23Consequences of Broadcasting Unscrupulous Ad . 24PART 2 – MARKETING COMMUNICATIONS . 259.MARKETING COMMUNICATIONS – Introduction. 26What is Marketing Communication? . 26What are the Marketing Communication Tools? . 26Why is Marketing Communications Important? . 26Marketing Communication Process . 27Tips of Effective Marketing Communications . 28Marketing Communication Mix . 2810. Strategy & Planning . 30What is a Strategy? . 30Features of Marketing Communications Strategy . 30Marketing Communications Strategy Process . 30Marketing Communications Planning . 31Changing Trend of Marketing Communication . 3111. Integrated Marketing Communications . 33Components of Integrated Marketing Communications . 3312. Interactive Marketing . 35What is Interactive Marketing? . 35Examples of Interactive Marketing. 3513. Research . 36What is Marketing Communications Research?. 36Objectives of Research . 3614. Corporate Communications . 37What is Corporate Communications? . 37How Does Corporate Communications Work? . 37Types of Corporate Communications . 37Tools of Corporate Communications . 37Responsibilities of Corporate Communications . 38Marketing Communications vs. Corporate Communications . 3815. Brand Management . 39What is a Brand? . 39What is Brand Management? . 39Salient Features of a Brand . 39Brand Attributes . 40Branding Process . 40iii
Advertisement & Marketing CommunicationsBrand Positioning . 4116. Marketing vs. Advertising . 42What is an Advertisement? . 42What is Marketing? . 4217. Contemporary Issues . 43What are Contemporary Issues? . 43iv
Advertisement & Marketing CommunicationsPart 1 – Advertisement1
Advertisement & Marketing Communications1. INTRODUCTIONAre you planning to promote your newly started business OR just want to buya new smart phone?Are you looking for the best university for your higher education OR justhunting for a career counselling institution?Are you looking for a bride/bridegroom for your marriage OR just hunting aholiday spot?Whatever your requirement is (of such kind), the answer is:Advertisement, Advertisement, and AdvertisementIn today’s world, all of us are under the influence of ‘Advertisement’. Right from buyinggroceries to children’s study materials, finding a holiday spot to watching a movie,selecting restaurant for dinner to booking a banquet hall for special events, and searchingeducational institutions to hunting for a company to find jobs, almost every act is guidedand decided by advertisements.What is an Advertisement?Advertisement (ad) is an efficient and effective technique to promote goods, services, andideas. It is a paid form of non-personal communication wherein business information ismade available for potential customers.Advertisement, is derived from the Latin word “Advertere” which literally means “to turnthe minds of towards ”. Advertisement promotes and supplements selling of products,services, and ideas to a great extent. The most interesting part of an advertisement is –it carries factual information with fascinating emotional appeal. Hence, without a properadvertisement no business can prosper.2
Advertisement & Marketing CommunicationsWhat is a Buzz?The literal meaning of “Buzz” is – “a low, continuoushumming or murmuring sound.” In the advertisingsense, it is a technique of marketing. It is getting viralthese days. Buzz marketing technique relies uponthe power of one-on-one personal messages.It is believed that word-of-mouth holds moreweightage with consumers. Buzz marketing isperceived as an impartial form of marketing peopletrust the recommendations made by their relativesand friends. Social media is the most energetic vehicle of buzz marketing.Objectives of AdvertisementsThe fundamental idea behind an advertisement is to increase the business by sellinggoods/services. Besides, there are many other objectives of an advertisement, significantof them are: To promote newly launched products among the potential customers. To promote personal selling program.3
Advertisement & Marketing Communications To create awareness among maximum people about your business in a shortperiod of time. To enter national or even international market and motivate new group ofcustomers. To enhance the goodwill and build credibility among the customers by promisingto provide better quality of products and services.Advertisement ProcessThe advertisements that we see in the newspapers, magazines, and roadside hoardings orwatch on television or on the internet involves a lot of work. An advertisement goesthrough different stages from its initial planning stage to its execution. In addition, it alsoinvolves groups of people specialized in different fields. For example, experts ofmanagement, copyediting, creative writing, photography, videography, acting, etc.Following are the fundamental stages to develop and execute an ad:Typical Workflow in an Ad AgencyStageBeginning StageWork Performed Idea briefing to an Ad agencyInternal discussionMarket research relevant to ad (to find competitors,customers’ behaviors, & target audiences)Media selection (print, electronic, or outdoor)Setting budget Designing and creation of ad (creative/copy writing,filming, etc.)Internal review/editingPresentation to client and taking final approvalFinal production of adPre-testingApproval from the concerned authorityFixing the time and place to release the adExecution Stage Media scheduling and media bookingHanding over to media to make it livePost Execution Media release monitoringJudging the performanceNoting customer’s reviewMarket responseDevelopment StageSegments of AdvertisementFollowing are the three major segments of advertisements: Advertiser: Business organization or any other individual, who wishes toadvertise their products, services, or ideas.4
Advertisement & Marketing Communications Ad Agency: A service-based firm that creates innovative ideas and develops anattractive and meaningful ad. Media: A communication platform that offers substantial and effective medium toadvertise.Medium of AdvertisementWhile planning to advertise your business/product/idea, you also need to decide whichmedium would be the best suited to execute your ad. You can choose from multiplemediums from the list given below:Print MediaIt is one of the oldest, but still popular medium of advertisement. It includes, newspapers,brochures, magazines, and fliers. It is the low budget medium of advertisement, but therate varies to a great extent depending upon the: Geographic location (city, town, etc.) Brand (of newspaper & magazine), and Space (how much & which part of the page you are booking).Broadcast/Electronic MediaIt is the most advanced and fastest media, which reaches the remotest regions of theworld in a fraction of a minute.It includes radio, television, and the Internet. Since, on television and internet, both videoand audio can be run; therefore, it is the most popular and effective medium.5
Advertisement & Marketing CommunicationsOutdoor: It is the cheapest, but effective medium. It includes hoardings, flags, banners,billboards, motor vehicles, building/fence wraps, events, etc. Outdoor advertisement isused in various ways to increase brand awareness and for the promotion ofproducts/services.Check Your Progress What is a typical advertisement process? How is advertisement the most essential feature of a business? What do you understand by ‘advertisement media?’ What are the objectives of advertisement?6
Advertisement & Marketing Communications2. ADVERTISEMENT DESIGNSome of the ads published either in the newspaper or shown on the televisionfascinate people instantly, despite the fact that they don’t need thatproduct. Why?It is only because of its beautiful design, communicative power, and fascinating execution.Thus, design is one of the most fundamental features of an ad.What is an Advertisement Design?There is neither a magical formula nor pre-defined rules to combine lines, colors, images,typefaces, and other graphic elements to create an eye-catching ad. However, designdepends upon the requirement of the client and features, functions, appearance, andnature of the product.Execution of a well-thought out layout and design has an impressive effect on consumers.A smartly articulated design encourages or in other words subtly compels people to buythe product.How to Develop Creative Ad Design?Designing is all about creative idea and creative idea is solely dependent upon the clearunderstanding of a project’s goal. Once the project is clear, one needs to do a little marketresearch to understand the behavior of potential customers.Punchline, eye-catching heading, succinct content body, and relevant image (if anyrequired) must be figured out in advance. With all these requirements in place, it is easyto develop a creative ad design.Strategy of Creative DesignA clear-cut idea and a well-defined strategy are the integral parts of a creative design.Strategy includes some of the essential components such as:Simplicity: Try to keep the layout simple. Put large pictures on top, headline beneaththat, content body in the middle, while logo and address on the right side at the bottom.Balance: To focus on some points, you need to create a symmetry in design. The keypart of creative designing is to organize all elements including images, blocks, headlines,content body, and illustration so that they seem balanced.Proportion: The size and color of all graphic elements must be determined by theirsignificance and surroundings of the illustration. For example, important idea, image, ordesign must be larger, brighter, and bolder so that it appears distinct from otherelements (as shown in the image given below).7
Advertisement & Marketing CommunicationsUnity: First find out the focal point of the ad where you want people to focus. Once done,highlight it as a central point by dimming the surrounding and background design andcolor. One point to always keep in mind is that all elements of your design - the visuallanguage and presentation should be in unity.Contrast: Create contrast so that it can grab people’s attention. For example, among abunch of mango, an apple grabs attention.Consistency: Maintain the consistency. Page to page consistency is indispensable for aneye-catching ad. It helps people understand the meaning of different elements of an ad.Photo Design: Generally, photo attracts people first. Selection of a good photograph andplacing it smartly in an ad is another smart way to grab people’s attention (see the imagebelow).Proximity: Proximity is one of the most significant elements of creative design. It compelspeople to think on the design (ad). Therefore, designing proximity is a cerebral task. Forexample, remember the ad Marlboro Cigarette — the mythical man, a combination ofcigarette, horse, cowboy, and rustic image of the Old West. The ad was an instant hit.Color Design: Selection of color is also a very important task. Normally, black and whiteis boring, but some ads demand only black and white colors. Ads that require to be colorfulneed to be designed very carefully maintaining the consistency and proportion. Excessiveuse of colors or excessive brightness distract people’s attention.Design ChecklistOnce an ad is developed, it should not be published without checking the following points: Does the ad illustrate all elements in a balanced form? Does the ad have all essential elements including, punchline/headline, logo,content, price, and balanced illustration? Does the ad make any false promises? Does the ad contain any deceptive element? Does the ad consist of clear, precise, and crisp presentation?Check Your Progress What is creative design? How an advertisement is the most essential feature of a business? What do you understand by the ‘strateagy of a creative design’? What are the points that you need to check after developing a creative design? End of ebook previewIf you liked what you saw Buy it from our store @ https://store.tutorialspoint.com8
Advertisement is an efficient and effective technique to promote goods, services, and ideas. It is paid form of non-personal communicating business information made for the potential customers. Normally, it provides the valuable information about the
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What is an advertisement? An advertisement is a public announcement made through a popular medium like newspapers, magazines, T.V., Radio and the Cinema. An advertisement may be displayed on a placard as well. It is non-personal, oral or visual message regarding a product, a service or an idea. Purpose of writing an advertisement
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Advertisement using light and sound projection: This category includes advertisement in video and or audio form in television commercials, cinema documentaries, radio-broadcast, mobile messages and internet including social media or any other such mode. 8.2. Advertisement through still mode: This category includes advertisement in
