1. Roll no : 597985
Corse code (8527)
M i m a d 5 3 8 2 @ g m a i l . c o m
+ 9 2 3 1 4 9 7 4 0 0 3 6
AAllama Iqbal Open Universty
I would first like to thank my thesis/assignment advisor
[ of the [The AIMS College]
study center [Management Sciences] at [Allama Iqbal Open
University]. The door to
office was always open whenever I ran into a trouble spot
or had a question about my research or writing. He
consistently allowed this paper to be my own work, but
steered me in the right the direction whenever he thought
I needed it.
I would also like to thank the experts who were involved
in the validation survey for this research project:
[Pro:SHAHRAZ, My Sweet bro Cap Shahid Abbass ,TM Of
Unilever , Saad sir ,Noman sir, Najam sir ]. Without their
passionate participation and input, the validation survey
could not have been successfully conducted.
TABLE OF CONTENT
Tittle Page 1
Introduction To The Topic 3
Practical study 4
Data Collection Method 5
SWOT Analysis 6
Even though launching an advertising campaign requires a lot of research and analysis, it can
be one of the most fun things you do as part of a business. Advertising campaigns range from
promoting a specific product, a range of services, or just promoting a whole brand like Nike's
famous "Just Do It" campaign. Launching an ad campaign entails some trial and error, but with
a little bit of determination and persistence, anyone can create a campaign with the best
chance of success.
Determine the right target market for yourproduct. Find out who is likely to buy your product
or service. Find out as much as you can about them. If you're selling computer parts, determine
who you are selling them to. Do you offer help to the computer illiterate, or do you offer
advanced equipment that only experienced computer programmers would know about?
Identify with precision who the target audience is for your product by categorizing gender, age
group, lifestyle, income and general location.
Locate your target audience. Find out where your target audience usually spends its time. If
you're offering math tutoring services, then your best bet is to advertise at the local college
instead of at the mall. If you're selling a strategy guide for a specific video game, then you might
consider putting an ad in the video game's fan websites. Targeting is becoming increasingly
easy with the use of systems such as Google's AdWords, which allows you to select the types of
sites you want your ad to appear in and maximize your chances of getting a response.
Create a message that speaks to your audience. When creating the wording for your fliers,
newspaper advertisements, television or online text ads, relate to your target audience by
speaking from their side. The famous advertising campaign by the state of Texas, intended to
persuade people to stop littering the highway, was successful because it spoke the language of
their teenage male target audience: "Don't Mess with Texas." Your message should be clear
and actionable, and should leave no doubt in your customer's minds as to what the product or
Time your campaign. Analyze the selling cycles of your product with other retailers and
advertise before the peak of the buying season for the product. For example, if you're selling
winter coats, don't launch your ad campaign in April.
Start slow and test often. Do a preliminary test to see the effects of your wording, placement,
and call to action by placing a large number of ads in a small geographical area, such as a mall
or a neighborhood. If the results are good, then extend the campaign to the surrounding
neighborhoods; if they aren't so good, play with the wording and placement and try again.
Have clear and measurable sales goals and expectations. This will help you measure
successes, failures, track improvements and keep up with trends.
Launching your own advertising campaign is a process that requires thorough planning.
Coming up with a strategic, and ultimately attractive, marketing plan is necessary to
finding good ROI for both your time on the project and the ad spend itself. Identifying
your goals and acknowledging your competitors should all be a part of the planning
process. It is also wise to consider what methods of advertising are best suitable for
Remember that strong advertising is what reels the customers in, even more so than the
product or services. Good advertising answers any questions that interested persons might
have. It makes whatever you are selling interesting to anyone whom might already be showing
enthusiasm or have a need for what you are advertising.
The right advertising methods have the potential to expand your business and to pull in more
profit than originally expected, but what actually goes into these campaigns that makes them
more successful than a competitor’s?
The Step by Step Proces:
Define your advertising budget.
Knowing your budget and then working within it rather than constantly readjusting it is wise
whenever you are planning an advertisement campaign. Based off of your allowance, decide
what advertising method will get your message the farthest for the lowest price possible.
However, there is something to be said for the “you have to spend money to make
money” mentality. Lowering your budget in other areas of your business in order to increase
your available ad spend will help get your message in front of more people in your target
demographic, and ultimately will bring in more revenue for your company.
Consider your target audience.
Once you figure out who makes up a majority of your audience, you can easily decide on an
advertising method. For example, if your target audience is mostly made up of stay at home
mothers, wildposting campaigns near parks or children’s stores may be your best choice.
Evaluate all of your advertising options with your budget in mind.
Internet, mail, print and video are all popular forms of advertisement. Certain methods of
advertisement are much cheaper than others, but that doesn’t mean that they will be effective
for your business.
If you already have advertisement campaigns out there, try to stick to a level of consistency.
This will only give your audience something to remember you by or to associate your brand
with. For instance, you could stick with the same background music or the same narrator if you
were working with televised advertisements in the past.
Decide on the frequency in which you would like the ad to run.
For televised advertisements, you will need to think about an appropriate time for the
commercial to run. The objective is to reach your target audience so consider the timeframes in
which the advertisement would better reach them.
Make sure that your advertisement, regardless of its form- is catchy, to the point, easy to
understand, and entertaining.
No matter how unique and useful your business is, you won’t be nearly as successful as you
could be unless you utilize proper advertising avenues to execute a great campaign. For more
information on creating an awesome ad campaign, talk to the Grassroots team today!
What is Campaign?
A campaigncan be definedasa -focus,shorttermcommunicationprogram, makinguse of variousmass
media,aimedata definedtargetaudience.Inanadvertisingcampaign,strategyisconsideredthe most
importantpart of the campaign.The pre campaigndecisionswere takenandincludedin the strategy.
Since the campaignare cost intensive,itisimportanttoplanto precisiontoachieve the desired
response.5W’sand1H of campaign
Effective campaign mustanswer5W’s and 1H: Who:The targetaudience/segmentortargetmarket.
What: What isto be saidto elicitthe desiredresponse.Whattosay?It includesthe keycommunication
proposition.Where:Where ourtargetaudience located,whamediadotheyattendto.It include the
mediavehicle’s forthe campaign.5W’sand 1H of campaign
Why:The objectivesof the campaign,bothadvertisingandmarketingobjectives.
When:It decidesthe timetable.Some productsare all season,while otherare seasonal.Itincludesthe
schedulingof the campaign.
How: The crucial strategy.It isthe art and science of deployingavailableresourcestoattainobjectivesin
the face of active competition.Strategyneedstocoverbothcreative andmediaangle.
promotingthe company'sproductsandservices.Whetheryouofferaproductor service,orplanto
promote yourproductoffline oronline,anadvertisingcampaigncanguide youthroughthe process.
Before youdevelopyouradvertisingcampaign,take note of yourcompany'spositioninthe marketand
determine where you'dliketobe.Designyouradvertisingcampaignkeepingthe values,featuresand
benefitsof yourproductorservice at the forefrontof the campaign.
Target the market you plan to attract with the product or service you're advertising. You need
to know their geographic location, gender, average income level, marital status, education
level, and hobbies and interests. This information will help you put together a customer profile,
which outlines where your target market gets their information and the most successful ways
to pitch products and services to them.
Look at what your competitors are doing, as well as past, current and future trends. Determine
if there are any changes in the marketing environment that may affect how you advertise your
products or services, such as political, economic, technological or sociocultural factors. You can
find this information by paying attention to national and local news, reading industry reports
and reviewing trade magazines.
Identify the purpose of your advertising campaign, before you begin planning it. You may
develop a campaign to make customers aware of a new product or service you're introducing to
the market, you may want to introduce customers to a new use for an existing product or
service or you may have a special sales promotion, such as buy-one get-one free. Use this
information to create specific, measurable, attainable, realistic, timely goals for your advertising
Use your market research to determine how your target market finds out about products and
services and where they are most likely to make their purchases. Use this information to help
you decide whether to use social media marketing, advertise on blogs and websites, opt for
print advertising or do a radio or television commercial. Determine the specific tactics you want
to use, based on your goals and budget.
Specify how you will evaluate whether the effort is a success. If you run a print advertisement,
for example, you can put a unique website address on it and track the number of visits and
sales you receive through it. If you place a banner advertisement on a national blog, you can
track your success based on the number of clicks your advertisement receives, and how many
sales or inquiries you receive, as a result.
Time the launch of your advertising campaign for maximum effect. While some companies
advertise heavily during their peak sales months, others save their advertising dollars for the
months when consumer spending decreases. If you're marketing toys, you might opt for
advertising during the holiday season, while if you offer tanning solutions, you may advertise
during the end of winter through the early spring.
Take inventory of the resources your company can use to assist with your advertising campaign.
This includes reviewing the talents, knowledge and skills of your staff, to see if you need to
bring in consultants, determining what technology you have available on-site and your budget.
Hire individuals to help your company create your advertise pieces. If you plan to run a print ad,
you may need a copywriter and graphic designer, while if you plan to shoot a commercial, you
may need a film crew, director, actors and a voice over artist.
Test your advertisement on a focus group composed of your target market, before you launch
it. The focus group will help you obtain the feedback you need to make adjustments to the
advertisement. Once you've made changes, launch your advertising campaign and wait to
calculate the results.
1. START WITH YOUR GOAL
Simply put: what do you want your advertising plan to accomplish? Are you trying to attract
new customers or are you trying to encourage previous customers to come visit? The best goals
are specific: what kind of increase in customer traffic are you looking for and in what time
2. DEVELOP YOUR BUDGET
Know how to build an advertising plan to fit your budget. How much are you willing to spend on
promoting your business? If you have some ideas already, how much will these ideas cost to
3. DEFINE YOUR AUDIENCE
When you're focused on increasing sales, it helps to figure out who's most likely to buy your
product or service. What is your target demographic? Are you catering to affluent seniors or
teenagers who are finding money beneath couch cushions?
4. DETERMINE WHAT PRODUCTS OR SERVICES YOU'LL FEATURE
The more specific you can be, the better. That's why fast food chains will advertise particular
products instead of a general advertisement that says "come eat here." Are you launching a
new product you want to feature or are you offering a discount on an old one? What are you
5. COMPLETE A SWOT ANALYSIS
SWOT stands for your company's strengths, weaknesses, opportunities, and threats. What is
your business's core competency? What do you do well that provides you with an advantage? If
you sell clothing, and winter is around the corner, that's an opportunity to launch new winter
gear. Likewise, what are your competitors doing that might hinder your business?
6. USE THE SWOT TO ARTICULATE YOUR KEY DIFFERENTIATORS
When you're promoting your business, you want to focus on what makes you different from
your competition. Look at your competitors and use your SWOT analysis to find the mismatches
– do you offer lower prices? Better products? You'll want to exploit those differentiators in your
7. BUILD YOUR ADVERTISING PLAN
You need to answer three questions: what, when, and where. What type of advertisements are
you going to run? When are you going to run them? And where are they going to appear? Are
you putting up a billboard in a mall for all of September or running a radio campaign
throughout the holiday season? It all comes down to a great advertising strategy!
8. CONSIDER OTHER LOW-COST METHODS
The best advertising is word of mouth – and few things are capable of generating word of
mouth like a well-run social media campaign. What kind of social media campaign can your
business run? Could you sponsor a local event or run a contest of some kind? Make a list of low-
cost actions your business can take that naturally support your advertising plan.
9. LAUNCH YOUR ADVERTISING
An advertising plan won't help in promoting your business if no one follows through. Now it's
time to take all of your ideas and put them in action. Create the social media campaign,
produce the television spot, and broadcast the radio commercial.
10. ANALYZE RESULTS
This is likely the first of many advertising campaigns for your business – so pay close attention
to the results. Did you reach your goals? If so, what worked best? If not, why not? For your next
advertising plan, go back to step one and do it again – but keep these results in mind.
Want additional steps? Sign up for our blog and receive fresh marketing advice each week.
Need for Creative Advertising
Most brands in the same category deliver more or less the same functional benefits and answer
the same needs of the consumers. With so many products on the market having the same
function, the only way to position a product, service, or company differently from anything else
in the same category is through creative development in advertising.
Today traditional advertising is losing its sheen. The biggest problem with traditional media is
that consumers today have lots of choice for ad avoidance. The fragmentation is very high and
there is very less scope of customized message for all. The Indian consumer has changed if we
focus on this issue there is a lot more on the menu to choose from. Now the message unlike the
past is no longer a one way process. But public opinion is far more mobilized, they have
immediate platform for expression.
The expert believes that the creativity in advertising could never exist in isolation without a
context. The success of final product completely depends on empathy and the relevance of
message it intends to deliver. The trigger for ideas and insights must necessarily come from the
Consumers often remember and memorize the creative ads than the product; rarely any
advertisement makes the product memorable. So understanding the various dimension of
advertising creativity is important. Creative advertising needs to intelligent, sharp, imaginative
to the point and extremely catchy. It must motive people to purchase advertisement product.
The message and appeal made should be able to make positive impact on the consumers. The
creativity develops new useful ideas which further fulfill the desired requirement. To fully
understand creativity, one would need to expose what factors are generally held to comprise it.
Some dimensions are Novelty, Meaningfulness, Well Craftiness, Positivity, and
Humor. Creativity should focus the attention of the customer on the product and he must feel
the urge to have that product for same benefit. This suggests that creative advertising should
be able to create demand for the product when it is introduced for the first time. Some of the
distinct creative ads impacted hard.
The important thing is finding the right balance between defining a good creative message and
execution. The true craft is in identifying ways to interest consumers in what is being offered at
the same time justifiable creativity. A creative strategy can put you on the right course, but in a
world filled with distractions and clutter you must develop communications that capture
consumer attention and interest. The key is delivering the selling point in an interesting, single-
minded, non-contrived manner. Some advertising sells brands. Great advertising also builds
them. Advertising might, at times, trod on the fine line between creativity and ethical
considerations. Creativity makes advertisement popular among the consumers and motivates
them to purchase advertisement specific product. The advertising message is received well by
the target audience for follow-up action.
The current scenarios focuses that advertising has altered in many ways, now advertising
become more and more creative, and getting real. Creativity increases the brand value. There is
enough evidence that value for a brand will be formed through creativity. With Pointing on
India’s phenomenal growth, it has become even more important for ad agencies and their
clients to gear up together to meet challenges that come with such expansion. Creative ideas
have no boundaries, Ideas can strike anytime. A successful & great creative idea can give brands
the required thrust to explore new heights. It is very important that with creativity involved in
advertising it should not forget its basic agenda -of informing, convincing, and selling
Changing Scenario of Advertising Strategies
In recent years, advertisement has grown dramatically. Many people are exposed to several ads
every day. Some people can think that advertisements don’t mean anything, but usually ads sell
more than they offer. Sometimes, ads can sell values, norms, lifestyles, love, popularity, and
happiness. Ads have an important role in society because sometimes those ads tell people who
they are or who are they going to be. Advertising has a profound effect on everyone, and
sometimes we don’t know that. In fact, marketers spend billions trying to reach audience.
Advertising is everywhere from the clothes we use until the food we eat. Marketers use many
ways to approach to audience, but some of these methods are unethical. One of these methods
is called “divide and conquer”, and its purpose is to increase sales through market
segmentation. Marketers use strategies based on social diversification, audience packaging, and
product targeting. Even though it doesn’t seem hazardous, those types of strategies can raise
One of the techniques that advertisers use is social diversification. Many businesses spend
large quantities of money trying to approach different audiences based on their social status. In
society, consumption depends on terms of class. Market segmentation is a common tactic for
many marketers. The main purpose is to separate people in various homogeneous groups.
Target particular markets based on demographic groups can raise differentiation among
people. Advertisers seek for information that identifies possible consumers. They usually target
people who are in a good economic situation. They have databases on hundreds of people who
might be approached as possible consumers. Sometimes, marketers profile people by zip codes.
In addition, the principal intention of targeting specific markets is to prioritize some groups. On
the other hand, it will bring inequalities toward others. Some people question themselves
about if it is ethical to approach specific groups based on social characteristics. Some of the
ethical implications are the increase of discrimination and resentment. People who are poor
might experience resentment because they are treated differently. Most of the advertisers
focus only on potential consumers. In consequence, it is a way to exclude certain people from
others. Even though is a popular strategy among businesses, it can increment disconformities.
Another strategy is the audience packaging.
The intention is to separate individuals or groups of people to make them useful consumers.
Also, advertisers form groups who are likely to buy certain products. Some of the groups are
children, teenagers, adults, and elderly. Children are more affected because they are easily
persuaded to follow certain advertisements. Children become a important victim of
consumerism. In addition marketers promote “brand loyalty” among children. Since children
are vulnerable, they are inclined to follow certain brands. Although quality and price seems a
rational option, some are influenced only by brands. When marketers target specific groups
such as children, marketers are creating a consumer culture in children. Sometimes ads created
new needs, and those things become essential. Children are the most affected ones because
advertising is creating a society based on how much people have. In many cases, children grew
with materialistic lives. Often, children want the latest toy or sneakers. Consequently, children
are influence to act and buy in specific ways. In other cases, not only children act in that way
even adults do that. Reaching specific audiences is an unconventional method to promote the
same interests. The consequences of targeting people who are in a young age are unethical.
People usually acquire things that they don’t even use. In addition, they can’t remember why
they bought something. This situation demonstrates the power of advertising. Marketers target
their products to specific consumers. Moreover, the products are offered based on
demographic patterns such as age or income. Some of the examples are toys for children or
jewelry for women. On the other hand, this strategy can exclude some people to obtain certain
products. Ethical concerns appear due to the exclusion of some consumers. Some people have
more difficult to acquire some things just because they don’t receive the same advertisements.
The pricing and the product quality varies in each zone. Every time it seems more notorious
than others. Segregating some people from others is discrimination. Some consumers have
limited choices of products because of their location, gender race or ethnicity. One of the
reasons is because certain products are only for some individuals. Those kind of awareness pass
from generation to the next generation. Advertisements promote different products to
different groups of people. Most of the time those ads show that only particular people can buy
In these years, advertising has become a phenomenon. In fact, the success of every business
relies on advertising. Even though those types of strategies work for the advertisers, it is not
advantageous for the consumers. It is ethically wrong to use methods that manipulate and
persuade others. Usually, it is common to hear that the purpose of marketing is to satisfy the
consumers. Segmenting people by labeling as potential consumers or not is unethical approach
Advertisements approach different people in different ways. Usually, people don’t realize they
have been swayed such as programs that people watch buy. It is ethically wrong to use
methods that manipulate and persuade others. Since the first advertisements appeared in the
17th century, advertising has become the most powerful tool for all businesses. Also,
advertising is a powerful tool to control everyone’s mind. it could seem unintentionally;
however the reality is the contrary.
Use of Propaganda in Advertising
Propaganda is a “systematic, widespread dissemination or promotion of particular ideas,
doctrines, practices, etc. Some use it to cause or to damage an opposing one.” While it is true
that many of the techniques associated with propaganda are also used in the practice of
advertising or public relations, the term propaganda is usually applied to efforts to promote a
particular political viewpoint. Additionally, propaganda can be used to promote specific
religious views. Furthermore, companies use propaganda to persuade consumers into buying
their product, and, sadly, misinformation is found all around people in magazines, on television,
on billboards, and in movies. Subconsciously, people let the use of propaganda influence their
decision to purchase items that they often would not buy.
Advertisers lean heavily on propaganda to sell products, whether the “products” are a brand of
toothpaste, a candidate for office, or a particular political viewpoint. Although propaganda may
seem relevant only in the political arena, the concept can be applied fruitfully to the way
products and ideas are sold in advertising. All around us, we can see a lot of propaganda ads on
television, magazine, newspaper, and etc. Propaganda is a systematic effort to influence
people’s opinions, to win them over to a certain view or side. People have been influenced by
the propaganda advertisements. Some psychologists’ point of view considers that propaganda
is in fact changing our mind and heart, because they make our spirits full of material desires.
For instance, sometimes we purchase something that we don’t even need because of our
desire. Maybe we are not really aware of how big influence propaganda is in our daily life.
Undeniably, propaganda alters our value of living. Therefore, we cannot under estimate the
Five Types of Propaganda Used in Advertising
There are five types of propaganda used in advertising. The first type is called bandwagon.
Bandwagon is persuading a consumer by telling them that others are doing the same thing. An
example is in soft drink adverts there will be many attractive young people having fun on a
beach. This method is commonly used is cosmetics adverts, The use of a celebrity model and
the affordability of the cosmetics sways the customer’s choice in investing in the product
because the celebrity is doing it then it will also make the consumer look as good as the model.
The second type is called testimonial. Testimonial is when a product is sold by using words
from famous people or an authority figure. An example of testimonial is, “Nine out of ten
dentists recommend this type of toothpaste. The next type is transfer, which is when a product
is sold by the name or picture of a famous person or thing, but no words from the person or
thing, for example political advertisements might use political party slogan to help sell the
product. The fourth type of propaganda techniques that is used is repetition. Repetition is
when the product’s name is repeated at least four times in the advert. The last type is
called emotional words. That is when words that will make a consumer feel strongly about
someone or something are used. For example, David Beckham sells his perfume by showing a
romantic love seen and just putting the word romance on the advert. The five propaganda
techniques can be extremely successful in selling.
Aim of Propaganda in Advertising
The aims of propaganda are to bring a message across to a large group of people with the
intention to change or manipulate their views. These influences could be biased or quite
untruthful depending on what the propagandist is promoting. The idea of propaganda is
sometimes used to encourage or motivate persons where other uses are to present an
impression that the propagandist what to create to that particular audience. Some forms of
propaganda gives versions of the truth, which could be argued to be the same to
advertisements, where other forms are almost untruthful and misleading. The benefits of
propaganda can control and influence people’s attitudes in which therefore can often achieve
the response the propagandist wanted from them. The effect of this can be very powerful and
strongly mesmerising in terms of people’s beliefs to what the propaganda is promoting (even if
this is not true). It also has the potential to arouse emotion and a personal response or attitude
to the prospective offered by the propagandist. Then, the recipient affected by forms of
propaganda would believe that the decision made by them was on their own and independent.
It brings a message and strong motifs to an audience that if effective can overwhelm that
audience and influence them profoundly. This form of propaganda allows people’s conscience
to judge or make a decision, influenced through a message or image portrayed by the
propagandist, which has the capability to change or manipulate your own views.
Propaganda in advertisements can be powerful and have an extreme impact on an audience. In
today’s modern culture television companies limit the use of certain advertisements and have
numerous restrictions, bound by law, to control and monitor the use propaganda influenced
within the advertising campaign broadcasted. There are elements of the truth within the
advertisement although such features that are found unknown or inaccurate become a
distinctive use of propaganda. In contrast, propaganda has the potential to give versions of the
truth and often matters that precipitate no factual information or contain little reliable sources.
In advertising the product/message or image the company is attempting to promote must be
truthful and able to trust where in comparison to propaganda this can be greatly misleading
and untruthful to the extent of the purpose the propagandist is trying to create. These can
include exaggerated misconceptions with the intentions to produce psychological, social and
cultural change in terms of attitudes and views of an audience.
Therefore propaganda within advertisements, the message can be promoted on a much larger
scale, with potential outcomes of public belief and national appeasement receiving the result
the propagandist or advertising campaign had attempted to create. The technique using
propaganda in advertisements would work well; influencing major populations to consume or
follow the campaign published nationwide, change or alter attitudes or beliefs to the message
and furthermore gain the support and trust to what the propagandist is promoting. It is almost
impossible to imagine advertisement campaigns using propaganda to influence people to its
maximum potential or maximum responsive capacity, where great audiences would believe and
fall under false pretences of what the propagandist/s is promoting to them. If advertising was
to comprise with elements of propaganda people would feel more inclined to listen, read or
engage with whatever he/she were promoting.
The major aspects of modern world advertisements and promotion campaigns have been under
the influence of technology and worldwide communications to support their cause. These such
movements and developing opportunities in the future expanding through countries and the
world are likely to have significant impact on peoples and populations in the propaganda and
advertisement campaigning departments, readily available to promote and influence various
audiences. Propaganda can be sent across in many and all types of media. Propaganda can be
radio and television broadcasts, leaflets, posters, hoardings etc.
Bad Impact Caused by the Use of Propaganda in Advertising
With false advertisement on one hand and deceitful public relations on the other it is difficult
not to be affected. As an overweight person it was always difficult to watch infomercials with
false claims of weight reduction, or TV commercials claiming their makeup would create a
“flawless finish”, because inevitably it never worked. However, the media is full of thin,
beautiful people with flawless skin and trim bodies. The result of the misleading advertising and
the impression that perfection was attainable made the failure of reaching that goal
destructive. The media impresses falsely that flawlessness is the norm and the epitome of
beauty. Poor self-esteem often leading to depression was not only a personal and painful result
of this perception but is an epidemic among young women across the country. The negative
impact of advertising and the poor reputation of public relations officials created a general
distrust of media in general. Public relations are supposed to be mutually beneficial, but when
companies have been found guilty of manipulating events and information to suit their
purposes only, they cannot be trusted fully. The lack of trust in the media fuelled a desire to
actively research products and services before committing to them and to become self
educated on public issues so as not to depend on the media for the entire truth.
It is a person’s right to know the truth, whether it be a product, service, or public relations
issue. The self educating tactic turned the destructive force behind the media into an action of
empowerment. Would this act of empowerment have occurred otherwise? If people were
shielded from the media would they seek to inform themselves? Maybe, but for the majority of
the population the answer is probably “no”, simply because they would be unaware of what
they were missing. The desire to seek out the truth is not there if one is unaware that there is
an untruth to begin with. Furthermore, without the media world issues and events would
remain mostly isolated. Our knowledge of the world around us is in great part due to the
media. Admittedly, without the influence of the media esteem issues would probably remain
though to a much lesser extent, but products would be less exciting and probably less effective
than they are now.
Regardless of the annoyances and potential destruction that advertising and public
relations can cause it is a reality that they serve an important purpose. Without public relations
no one would feel the need to inform or educate the public at all regarding events that involve
or affect them and the world they live in. Without advertisements companies would not strive
to improve their products over the competition thus creating superior products. Without these
driving forces in people’s lives there would be an information gap of incredible magnitude and a
lack of creativity. Although potentially destructive without firm operating standards, codes of
ethics and legal ramifications, advertising and public relations are undeniably important aspects
of our culture.
The Components of an Advertisement
We can factor an advertisement into seven important components;
1. The Headline
The Headline is the most read part of an advertisement. So advertisers try to tell maximum part
of the product story through the headline. A headline will introduce the product or makes the
promise statement or puts a question. It basically tries to attract the attention of the readers
and create curiosity so the audience or reader sees further. The major types of headlines are:
Direct promise of benefit
News about the product
Curiosity or provocative, and
Direct headlines make a direct promise about how the product will benefit the readers. Readers
are often interested in what is new in the product so the words ‘new’, ‘improved’, etc. are often
used in headlines. Such headlines provide some new ‘information’ and are called news
Sometimes the promise or benefit is not offered in the headline. Instead an indirect approach is
adopted by either posing a question or making a provocative statement, the headline tries to
create a lot of curiosity about the product. It also forces the readers or the audience to see the
copy and the promise is made in the copy of the Ad. In command headlines, the readers are
urged to buy the product by promising a reward. For example, ‘buy one, get one free’ or ‘buy
for the price of two’. Usually they command or ask the consumers to buy.
Another type of headline is the select headline. This is directed at the headline scanners. Such a
headline selects it own audience and can reach selected groups by either addressing them
directly or by discussing their specific problems.
2. The Sub-Headline
This is not always used in ads. However, when the advertiser wants to say a lot at the beginning
but the headline cannot do the job, then the subheading is used. The headline and subheading
together can contain a longer message. The subheading usually spells out or elaborates the
promise made in the headline or it stresses on the product’s unique features.
It is a phrase or a sentence that describes the benefit derived from the product or one of the
product’s most important attributes. The term slogan comes from the Gaelic words sluagh
gairm, meaning battle cry. These days it is the battle cry in the field of sales and marketing. It
consists of a single phrase by which an advertiser conveys an important idea, which will
presumably lead readers or audience to remember and think favorably of this company. Slogan
is thus a short and catchy phrase that gets the attention of the audience, is easy to remember
and comes off the tongue easily. Slogan can of different types:
Slogan that emphasizes product or reward- every product has some reward to offer
consumers. It may have some hidden quality that differentiates a product from the
Slogans that emphasizes action to be taken- the slogan might urge directly that you use the
product or service.
4. Body Copy
When the headline usually makes a claim, the body copy elaborates upon it and provides
supporting proof. When the headline poses a question, the subheading answers it. The amount
of detail in an advertisement should be sufficient to answer the questions arising in the minds
of a prospective buyer. And if the consumers require more details or information, then they can
be requested to come back to the company for information booklets or can be invited to come
to the retailer or dealer for more information or demonstration.
Sometimes the consumer wants a proof or evidence of the claims made in the advertisement.
So proofs about quality, performance, durability, etc. are provided through arguments, proofs
by experts, testimonials by users or through demonstrations in the body copy.
The headline is a major attraction –getting device. Another device is the visual impact of the ad.
This is the combination of the visuals used in the advertisements and the visual treatment given
to other elements of the ad. This visual impact becomes strong if the idea has been properly
Visualization means to think in terms of visuals or pictures. And one need not be an artist or
painter to be able to visualize as all it require is thinking.
For example think about the picture, which comes to your mind when you think the word
‘flower’. It could be a bouquet of flower or a garden full of beautiful flowers. These kind of
perceptions need to be portrayed in the advertisements. A visualizer need not draw or paint
these things but can just describe these and leave the drawing to the artists.
Visuals and pictures help people dream and project themselves in to another time, place, or
situation. Pictures appeal to our hidden and suppressed emotions. Also pictures communicate
ideas quickly and easily and also there is no chance of misinterpretation. Visuals not only attract
attention, they hold the interest and often tell maximum part of the story. Visuals also identify
the product, arouse interest, create a favorable impression of the product or the advertiser,
clarify claims made in the copy, make demonstrations, emphasize the unique features of the
product. And finally the visuals provide continuity for all advertisements in the campaign
through the use of similar visuals.
Advertisement layout has two meanings. One means the total appearance of the
advertisement, its design, the composition of the various elements. The other meaning is the
act or process of placing the elements of advertisement (copy, visuals, etc) together.
A layout could be the first pencil sketch, which puts the idea on paper or could also be the final
piece after finishing touches. Good layouts are unimaginative. The various stages of designing a
Thumbnail sketches– Advertising people usually work in pairs. A copywriter and a visualizer
sit together and create ideas. The first thing they do is to come up with as many ideas as
possible. And as they get the ideas they put them on paper, which is called thinking on paper.
This helps in many ways-it records all the ideas options on paper, it gives some kind of a
shape to the idea without using any expensive color, wasting much paper, etc. and without
spending much time and efforts. In the thumbnail sketch the various elements of the
advertisement are just schematically or diagrammatically represented. For example, a thick
serrated line represents the headline. Thinner serrated lines represent the subheading and
the slogan. Straight lines or dotted lines represent body copy. Boxes crossed inside represent
visuals. Also thumbnail sketches are very small in size. Only the shape is proper-being
Rough sketches– in the rough stage, bigger layouts are made so that more details can be
accommodated. Hand lettering is done for the headlines and other copy parts that are to be
composed in bigger type sizes. A rough sketch of the visual is pasted. These rough layouts are
presented to the agency creative director for approval. Then the rough layout is further
Comprehensive stage– the rough layout is still small in size, with no color, with no proper
borders and no proper lettering and visuals. Now it is enlarged to its actual size. All the copy
An advertisementlayoutstartswithablankpiece of paper.What the layoutartistdoesis to place the
copy, visuals and other elements on it. This placing of elements of advertisement layout is not just
mere decoration.Whatisrequiredisagood, clearvision and interpretation of the selling concept of
the story. A good layout allows all its elements-visuals, headlines, subheadings, body copy, charts,
maps,logo,borders and other elements-to work together to do the job of telling the product story.
A good layout takes into consideration the principles of balance, proportion, unity, contrast,
harmony, rhythm, and direction. And finally a good advertisement layout must be attractive,
must create an appropriated mood or feeling, must have individually to stand out from the
clutter of advertisements.
The term trademark includes any word, symbol or device or any combination there of adopted
and used by a manufacturer or merchant to identify his goods and distinguish them from those
manufactured or sold by others in the market. Trademarks are important because of two
It increases the credibility of the firm because the buyer buys the product only after looking
at the brand name.
Registration of trademarks prohibits duplication.
Elements of an Advertising 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 we have seen that advertising has so many
immediate purposes but its ultimate goal is to stimulate sales. 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 advertisement
copy. A copywriter must take pains in making up a sound advertisement copy containing its
various components i.e. headlines, subhead lines, illustrations etc. The following are the
main components of an advertisement copy:
1. Background: The background for the advertisements should be somewhat catchy and
colorful. The arrangement of background differs from medium to medium and advertisement
to advertisement. In short, background should be suitable for the contents of the
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. The
usual shape of the coupon is triangular or rectangular.
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 Advertising Agencies
An advertising agency or ad agency is a service business dedicated to creating, planning and
handling advertising (and sometimes other forms of promotion) for its clients.
Advertising Agencies can be classified by the range of services that they offer. Also, advertising
agencies range in size from one man shows to large firms that employ thousands of people.
Accordingly, different types of advertising agencies are:
1. Full Service Agencies: As the name implies, a full service agency is one that handles all
phases of advertising process for its clients: it plan, creates, produces and places
advertisements for its clients. In addition, it might provide other marketing services such as
2. In-House Agencies: Such agencies are owned and supervised by advertisers or the client
organizations. The organizational structure and functioning of in-house agencies are similar
to full service agencies in most cases. The advertising director of the company usually heads
an in-house agency. In house agencies are organized according to the needs and
requirements of the company and are staffed accordingly. Some companies solely depend on
their in-house agencies for their advertising needs. Others depend both on their in-house
agency and outside agencies. Some other companies allow their agencies to take outside
3. Specialized Agencies: There are many agencies, which take up only specialized advertising
jobs. Certain fields like recruitment, medicine, finance, outdoor advertising, social
advertising, etc. require specialized knowledge. Specialization occurs in such fields for a
variety of reasons. Often, as in recruitment advertising, for example, specialized media or
media uses are involved that require knowledge and expertise not ordinarily found in a
general-line agency. In other cases, such as medical or industrial advertising, the subject is
technical and requires that writers and artists have training in order to write meaningful
advertising messages about it. Such specialist advertising agencies are also usually provide
full-service in that they offer all the basic advertising agency services in their area of
specialization plus other, peripheral advertising services related to their area of
specialization. These agencies are usually small in size.
4. Media Buying Agencies: It is an organization that specializes in buying radio and television
time and reselling it to advertisers and advertising agencies. The services sells time to the
advertisers, orders the spots on the various stations involved and monitors the stations to
see if the ads actually run.
This trend for special media buying agencies started in the 1970s. Such agencies have a lot of
contacts in the media and offer very low commission on media rates. Media buying agencies
complement the creative boutiques. Also large companies use their specialized negotiating
talents for buying media space and time.
Advertising Through Television Broadcast
Television is believed to be the most authoritative, ideal, influential and exciting medium for
advertising, because of its ability to combine visual images, sound, motion and color.
Television is not a homogenous medium and reaches a variety of audiences. It is a constant
companion to some users, to others it is a source of news or occasional entertainment. It is a
complex medium that occupies so much of audiences’ time and substantial amounts
of advertising money.
There is no strictly uniform method of buying TV time across countries. Television networks
mainly function as suppliers of programmes to local stations. They sell commercial time to
offset their costs of buying shows and pay a fee to stations to carry their programming.
Role and Functions of Advertising Agencies
Role of Advertising Agency
The major role as advertising agency is to work alongside the clients to develop and sustain the
brands that they mutually serve, through consumer understanding and insight and through
creative and media delivery skills to provide best advice and the best execution thereof to those
clients for the advertising of those brands.
“Buildings age and become dilapidated. Machines wear out. People die. But what live on are the
Brands are much more than mere products and services. Brands, if successful, are clearly
differentiated entities with which consumers can and do form a mutually beneficial relationship
over time, because of the values – rational and emotional, physical and aesthetic – that
consumers derive from them. The importance can be summed up as follows:
” A product is something that is made, in a factory: a brand is something that is bought, by a
customer. A competitor can copy a product; a brand is unique. A product can be quickly out-
dated; a successful brand is timeless.”
The role of advertising and the advertising agency is to help effect this transformation from
product or service to brand by clearly positioning the offering to the consumer – its role and its
benefits – and by communicating the brand’s own personality. In short its role is to provide
meaningful differentiation via the consumer connection.
As one wise head in advertising once said, “nothing kills a bad product faster than good
advertising”. Typically advertising is playing this role, along with other parts of what we call the
marketing mix, in highly competitive market places.
Most advertisers assign this job of informing the target audience and creating images to
advertising agencies. Thus, the advertising agencies plan, prepare and place ads in the media.
But even an advertiser can do all these things. The management can do planning of ad
campaigns. For preparing ads, creative personal can be hires. And the advertiser for placing the
ads can buy media space or time. So, why hire an advertising agency?
The reason can be enlisted as follows:
Expertise and experience– An advertising agency brings together people with the required
expertise and experience of the various sub-disciplines of advertising. Thus, it has the
copywriters, visualizes, researchers, photographers, directors, planners and people who get
business and deal with clients working in ad agencies. An agency moulds all these people into
a team and gives them a highly conducive work atmosphere. The agency makes the best use
of their talents and experience to deliver rapidly, efficiently and in greater depth than a
company or organization could do on its own.
Objectivity and professionalism– Advertising agencies are highly professional. Objectivity is a
major virtue of ad agency. They operate in a strange way. While they take up advertising for
others, agencies hardly advertise themselves. Ad agencies being outside intermediaries can
be objective. They thus will offer independent and detached viewpoints and suggestions
based on objective analysis.
Cost effective– If an organization wants to hire people to do its advertising, it can not provide
them work all through the year. Also most experts in the fields of advertising like directors,
musicians, photographers, charge huge amounts and are often not affordable. Moreover,
hiring, organizing and managing all talents required to produce advertising campaigns is not
an easy thing. And the fact that 98% of advertisers the worlds over hire as agencies is proof
enough about the cost effectiveness of the agencies. Also the kind of consistent, powerful
and compelling advertising that can be created by using the expertise, experience, objectivity
and professionalism of ad agencies cannot be measured economically.
Functions of Advertising Agencies
Today advertising agencies are found in virtually every major city on the world and their role in
stimulating economic growth is solidly established. To understand advertising, we need to
examine the functions of an Ad Agency. These are: –
Talent & Creative productions: The basic function of an Ad Agency is providing talent. The
creative efforts of the art director, the detailed analysis of the research director and the
political understanding of the campaign director, are just a few examples of the many
abilities of Ad Agency personal have to offer. A business organization or person will contract
the services of an ad agency to help market a product. This function involves processing the
information collected from the client and through research and designing communication
material in the form of advertisements and other publicity material. This also includes
planning creative strategies, copy or script writing, visualization, designing, layout, shooting
of films, editing, giving music, etc.
Research: The second function of an Ad agency is research. In order to distribute the
message to the public successfully, the agency must first know all that it can about the
product. One of the first jobs is to research the product and the company, one must learn,
one possibly can about both. The research must even take one close to the heart of the firm’s
inner operations. Ad agencies use research as a tool to test consumer reactions to products
Distribution & Media planning: The third important function of an ad agency is distribution.
Here you decide what type of message you will create for the company and what media will
be most helpful in sending this message to the public. On the basis of the media habits
(access and exposure) of the target audience, agency people prepare a media plan. This plan
includes which media to be used, which part of the media to be used, when to place the ads
and for how long to place the ads, etc. media planners keep track of the viewer ship, listener
ship and readership of all kinds of media.
Monitoring Feedback: By monitoring consumer feedback, a decision on whether to revise
the message, the medium, the target audience or all of them can be made. Ad agencies are
developing to reach the target audience. As information is the backbone of all advertising, to
prepare ads, one requires information about the product, its competitors, the market
situation and trends, information about the audiences (their likes and dislikes and media
habits) also need to be collected. Some of the most effective advertising includes
advertisement written in their native language. All of these specialized campaigns are
creating new demands on agencies and are requiring new talents for people who work in
In addition, many agencies also offer a variety of allied services. These include:
Organizing exhibitions and fairs
Preparing all kinds of publicity material
Planning and organizing special events (event management)
How to structure a product launch campaign
By Dave Chaffey 28 Jun, 2018
Best practice advice
Explore our Marketing Campaign Planning Toolkit
How to plan your product launch using the RACE planning framework
You are working during one of the most entrepreneurial eras in history. Thanks to digital media,
launching a product to a global audience has never been so manageable. Equally, competition
has never been as fierce.
Our product launch campaign playbook will guide you through the process of how to
successfully launch your product online.
Download Premium Resource – Campaign timeline / project plan template and example
This Excel template is aimed at giving you a comprehensive checklist to sequence different
content and media activities for different types of campaigns from new product launch, sales
promotion, event or new site launch.
Access the Campaign timeline/project plan template and example
It considers how to avoid common pitfalls encountered when launching a product and how to
promote your online launch. These pitfalls commonly involve missed opportunities to reach or
persuade your audience through the customer lifecycle. This visual shows all the potential
interactions that can be used during a product launch across the touchpoints of the customer
lifecycle. Use it as a visual checklist of what’s required.
The reason we created our launch plan guide is simple, it’s a common ‘use-case’ in marketing.
All businesses create new products or new propositions to increase revenue and appeal to
different audiences. It’s particularly relevant for startups when they first launch.
Planning helps you explore potential opportunities for your launch, define aims and prepare
your launch timeline.
Creating a campaign plan empowers you to prioritize resources in a logical and effective
order. With a product launch, as with so many issues related to business, whilst you can plan
for most eventualities, you should also plan for the unexpected.
How to structure your campaign plan
You may know the Smart Insights RACE Planning framework which covers five parts which are
essential outcomes of a marketing or digital marketing plan, they’re Plan – Reach – InterAct –
Convert and Engage an audience. For this Playbook, the framework is broken down into 25
more detailed activities for you to review in a checklist format. For each of these 25 activities
there we recommend specific actions to take and resources and tools giving more details.
The five parts of RACE planning will help you:
Plan your launch
Reach your market
Act through encouraging participation
Convert by turning casual surfers into customers
Engage by turning casual customers into loyal advocates
Plan for the worst
With so many variables, it would be foolish to suggest you can always be fully prepared for
anything. However, by reviewing the risks and defining steps to mitigate them you will be able
to remain in control of each stage of your launch, even if the unexpected happens, you’ll be
ready to respond to it coolly, rather than react on the spur-of-the-moment.
Your vision and how to reach it
Depending on your intended market, you will need to develop a clear all-encompassing vision.
Each aspect of your product launch vision is supported by a substantiating statement.
Example – consumer
To become the bestselling maze-building gaming app.
Every maze is based on highly accurate maps of some of the world’s most popular actual mazes.
Example – B2B
To become the most trusted online small business accounts software platform you can buy.
Our software package has been developed in partnership with each of USA’s top three small
business accountancy practices.
Having crafted these statements, it's time to consider ‘how to get there’ strategies:
Example – consumer
To become the bestselling maze building gaming app.
Every maze is based on highly accurate architectural drawings of some of the world’s most
Develop brand awareness.
Design a social media strategy.
Create a viral marketing campaign.
Agree budgets, targeting appropriate audience, testing and metrics.
Example – B2B
To become the most trusted small business accounts software platform.
Our software package has been developed in partnership with each of USA’s top three small
business accountancy practices.
Build a personalized email strategy.
Implement online PR campaign.
Create online small business advice platform.
Agree budgets, targeting appropriate audiences, testing and metrics.
What is it? Who are you? Where are they?
You are intimately familiar with every aspect of your new product. However, the same cannot
be said for your prospective markets and audience. Initially the most important of these
markets are ‘early adopters’, particularly where you are launching into a relatively new product
During the first phase of your planning, beyond simply considering what your product is, think
about how and where it fits on the ‘radar’ of your early adopter marketplace. This is
crucial. Not only does it help ensure the features and benefits of your product are understood,
but importantly, it sends out a signal that helps early adopters distinguish your offering against
competitors who may produce a similar product.
From the outset, your phased campaigns need to incorporate distinctive messages which help
early adopters justify making a purchase - whilst at the same time empowering them to tell
others just how brilliant your product is, and why they are proud to boast being amongst the
first to own it.
Creating a campaign timeline
Draw up a timeline covering the build-up, launch, and post-launch, mapping each stage against
benefit messages aimed at specific markets, along with benchmarks against which you can
explain any value propositions against competitors. Keep in mind that your online (consumers)
first concern will always be whether your marketing helps them make informed decisions and
When developing your timeline, consider how you can work with potential influencers early
on. Online, this has far-reaching implications that extend to how and where you promote your
product. For example, which influencer blogs should you have in your sights? How about
podcasts and trusted journalist reviews…
Using tracking KPIs to review audience engagement
It will help to define launch performance indicators for an agile launch. When launching a new
product, as with any campaign, you will want to define success criteria, but it’s particularly
important for a new product launch since uncertainty means you will need to adjust your
Key performance indicators include:
Click Through Rates
Total revenue from customers acquired through online marketing.
Cost Per Lead.
(Calculated by the average sale per customer x the average number of times a customer buys
per year x the average retention time in months or years for a typical customer.
Building the option to update or upgrade a product over time can enhance your income
Mobile leads, traffic, and conversion rates.
Social media traffic and conversion rates.
Landing page conversion rates.