Budget Evaluation, Current Trends & Career in
Advertising---Unit 4
➔ Advertising Budget Meaning
➔ Features of Advertising Budget
➔ Methods of Preparing Advertising
Budget
➔ Meaning of Advertising Testing
➔ Objectives of Pre Testing & Post
Testing
➔ Methods of Pre-Testing & Post
Testing
15th September,21
Advertising Budget Meaning
Features of Advertising Budget
● Basis for advertising plan
● Acts as a planning & controlling device
● Sets limits to advertising expenditure
● Time frame
● Brings coordination with other functions
Methods of Advertising Budget
● Percentage of sales method
Methods of Advertising Budget
● Task objective method
Methods of Advertising Budget
● The competitive parity method
Methods of Advertising Budget
● Brand history method: Product Life Cycle stage is considered while fixing the budget.
When product is in Introductory & Decline stage, more money is spend on advertising as
compared when the product is already has an established brand.
Methods of Advertising Budget
● Affordable method
Methods of Advertising Budget
● The break even method: In this method the company spends on advertising as long as
marginal revenue exceeds the incremental expenditure
Methods of Advertising Budget
● Quantitative Method:
Advertising Testing
Objectives of Pre-Testing
● Whether a theme or appeal used in ad communicates the benefit
● Helps in finding out that advertising investment will yield desired result
● To find that the advertisement campaign is attention seeking and interesting
● To check the effectiveness of the elements of copy: headline, body, illustrations,
● Helps in evaluating consumers response to the campaign against those of competitors
Objectives of Post-Testing
● To find out effect of advertising campaign on sales of the product and on the customers
attitude
● To find recall value of the advertisement and whether people can recognize the brand
● To find out how far advertising is successful in changing consumers behaviour
● How much advertising is necessary on continuous basis to sustain consumers interest in
the brand
● To convince consumers that the company’s brand is superior as compared to all others in
the product category
Methods of Pre-Testing
★ Pre-testing Communication Effects
1. Opinion & Aptitude Test
● Dummy advertising media vehicle
● Consumer jury method
● Order of merit
● Paired comparison method
● Portfolio test
● Theatre type test
● Attitude scales
2. Mechanical Laboratory Method
3. Projective Techniques
Methods of Pre-Testing
★ Pre-testing Sales Effects
1. Inquiry Test
2. Sales experiments & test markets
Methods of Post-Testing
★ Post-testing Communication Effects
1. Reading Test
2. Recall test
3. Attitude change measures
Methods of Post-Testing
★ Post-testing Sales Effects
1. Measures of past sales
2. Experimental designs
Budget Evaluation, Current Trends & Career in
Advertising---Unit 4
➔ Concept Testing
➔ Copy Testing
➔ Rural Advertising
➔ Urban Advertising
➔ Digital Advertising
➔ Content Advertising
➔ Retail Advertising
18th September,21
Concept Testing
Copy Testing
Rural Advertising
● 70% of Indian population reside in rural areas
● 75% of male from rural areas are engaged in agriculture
● FMCG have done better in rural areas
● LIC and other players have entered in rural areas. 55% of insurance policies are sold in
rural areas
● Television set, fans, bicycles, wrist watches also have demand in rural areas
● Companies such as HUL, ITC, Dabur, GOdrej, Tata, Nirma and may more have entered
in rural areas
● e-Choupal, launched in 2000, a business initiated by ITC provides internet access to
many farmers
Rural Advertising
★ Advertising strategies in rural marketing:
● Mobile advertising
● Small size packages
● Puppet shows
● Sensory appeal
● Reusable packages
● Promoting saving habits
● Door-to-door campaign
★ Media Mix for Rural Marketing:
● Radio
● Television
● Cinema
● Print media
● Outdoor media
● Video on wheels
Urban Advertising
● Access
● Above The Line (ATL)---Mass Audience---Print/TV/Radio
● Below The Line (BTL)---One on One
individual---pamphlets/handbills/stickers/brochures/product demonstration/road shows
● Experiential advertising
Digital/Online/Internet/Web Advertising
★ Types
● Banner Ads
● Logos
● Keywords on search engine
● Interstitials
● Websites
Content/Advertorial Advertising
● Given in newspaper, magazines and websites
● Is a paid content
● Brand pays to the publisher
● Written by the ad agency or the client and then purchase the as space in the newspaper,
website or magazine
● Contains detailed information about the product in the form of article given to educate
the customers
Retail Advertising
Budget Evaluation, Current Trends & Career in
Advertising---Unit 4
➔ Lifestyle Advertising
➔ Ambush Advertising
➔ Global Advertising
➔ Careers in Advertising Agency
➔ Careers in Media
➔ Careers in Supporting Firm
➔ Freelancing option For Career in Advertising
➔ Role of Advertising Account Executives
➔ Top Most Advertising Agencies
➔ Campaign Agency Family Tree and their
famous advertisements
20th, 22nd & 23rd September, 21
Lifestyle Advertising
Ambush Advertising
Global Advertising
Scope of Global Advertising
● Creative decision
● Agency selection
● Advertising research
● Media selection
● Advertising budget
● Integrated marketing communication
Challenges in Global Advertising
● Difference in marketing environment
● Lack of acceptance by consumers
● Product based challenges
● Selection of right type of advertisements
● Technological challenges
● Lack of coordination and communication between marketing staff in differentg
countries
● Financial constraints
Careers in Advertising Agency
● Copywriters
● Artists
● Visualisers
● Production work
● Account executives
● Media planners
● Research
● Management & Finance
Careers in Advertising Media
Careers in Supporting Firms
● Production house
● Market research
● Printing
● Graphics and Animation
● Modelling
● Voice over dubbing
Freelancing as a career option in Advertising
● Discover your area of interest and proficiency
● Approach the right people
● Use social media
● E-mailing
● Search online
● Prices your service
Role of Advertising Account Executives
● Campaign strategy
● Working with agency colleagues to devise an advertising campaign
● Analysing the budget
● Review the consumers spending pattern
● Bring new business to agency
● Meeting and liaising with clients to understand their requirements
● Working with account manager
● Acting as a link between the client and agency
● Ensure communication flows effectively
● Negotiating with clients
● Presenting creative works to the client
● Writing client report
● Monitoring the effectiveness of the campaigns
●
Top 10 Advertising Agencies in India
Campaign Agency Tree
● Ogilvy & Mather Ltd
● JWT Hindustan Thompson Associates
● Rediffusion Y&R
● Mudra Communication
● McCann Erickson India Ltd
● Pressman Advertising & Marketing Ltd
● FCB-Ulka Advertising Ltd
● R.K.Swamy BBDO Advertising Ltd
● Trikaya Grey Advertising India Ltd
● Chaitra Leo Burnett Ovt Ltd.
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