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Promotion Mix
Advertising
Definition: Any paid form of non-personal presentation and promoti
on of goods, services, or ideas by an identified sponsor. (Philip Kotle
r)
Key Characteristics:
Non-personal: Delivered through mass media, not directly to indivi
duals.
Paid: The advertiser pays for the space or time to present their me
ssage.
Identified Sponsor: The source of the message is clearly identified.
Sales Promotion
Definition: Short-term incentive and technique targeted towards co
nsumers and traders with the intention to produce immediate or sh
ort-term sales.
Key Characteristics:
Short-Term: Designed to generate immediate results, not long-ter
m brand building.
Incentive-Based: Offers discounts, coupons, free samples, or other
incentives to encourage purchase.
Personal Selling
Definition: An oral presentation/communication with prospective b
uyers of a product with the intention of making a sale.
Key Characteristics:
Personal: Direct interaction between a salesperson and a potential
customer.
Relationship-Focused: Initially aims to build rapport and trust, ulti
mately leading to a sales transaction.
Publicity
Definition: An activity to promote a company or its products by plan
ning news about it in media not paid for by the sponsor. (Philip Kotle
r)
Key Characteristics:
Non-personal: Delivered through mass media, often in the form of
news articles or features.
Unpaid: The company does not pay for the media coverage.
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Credibility: Often perceived as more credible than advertising bec

ause it is not directly controlled by the company.
Direct Marketing
Definition: A form of marketing where the marketer communicates
directly with the consumers and involves the distribution of products
and services without using a retailer. Direct response is solicited fro
m the consumers.
Key Characteristics:
Direct Communication: Targeted messages sent directly to indivi
duals through mail, email, phone calls, or text messages.
No Retailer: Products or services are delivered directly to the custo
mer, bypassing traditional retail channels.
Response-Driven: Designed to generate a direct response from th
e customer, such as an order or inquiry.
Advertising vs. Publicity
Attribute Advertising Publicity
Presentation Paid space Free space
Payment Paid Unpaid
Sponsor Identified Unidentified
Credibility Comparatively low High
Control High Little
Creativity Creative control No creative control
Reach Determinable Indeterminable
Frequency Can be scheduled Undetermined
Flexibility High Tentative
Timing High / Specific Inexpensive
Cost High Low
Advertising vs. Sales Promotion
Attribute Advertising Sales Promotion
Increase sales, brand buildi
Aim Increase sales
ng
Time Perio
Long-term Short-term
d
Not very expensive in most ca
Price Expensive in most cases
ses
Assumption: Will lead to sal
Sales Directly leads to sales
es

Advertising vs. Personal Selling

Attribute Advertising Personal Selling

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Non-personal, large gro Personal, one-to-one communica

Media
up tion
Salesperso
n
Advertising vs. Direct Marketing
Attribut
Advertising Direct Marketing
e
Channe Traditional forms (TV, r Phone text messaging, phone calls, ca
ls adio, etc.) talogs, promotional letters, etc.
Messag Sends messages with
Sends messages directly to consumer
e Delive the help of media vehi
s
ry cles
Mostly used by larger, Mainly used by small to medium-size
Busines
well-established busin d enterprises with limited resources fo
s Size
esses r advertising

Sales Promotion vs. Personal Selling

Attribute Sales Promotion Personal Selling
Message Adjust No scope to adjust me Greatest freedom to adjust a
ment ssages message
Cost Cheaper Most expensive tool
Provides immediate in
Incentive More interactive
centive
Profit Short-term profit Long-term benefit
Sales Promotion vs. Direct Marketing
Attrib
Sales Promotion Direct Marketing
ute
Induc
Direct inducement to bu
emen Used to obtain a response
y
t
Audie
Public Sometimes private
nce
Samples, coupons, cash Online marketing, face-to-face sellin
Tools refunds, price packs, pre g, telemarketing, direct mail marketin
miums, etc. g, catalog marketing
Sales Promotion vs. Public Relations
Attribu
Sales Promotion Public Relations
te
Samples, coupons, Press agency, product publicity, public aff
Tools
etc. airs, etc.

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Cost Involves cost No cost involved

Control Controllable Uncontrollable

Advertising vs. Public Relations

Attrib
Advertising Public Relations
ute
Space Paid space Free space
Contr
Creative control No control
ol
Durati Can run as long as the bu An editor won’t publish the same pre
on dget allows ss release again
Conte
Creativity News
nt

Advertising Planning & Decision Ma

king
Implementation
Situation Analysis:
SWOT Analysis: Identifies strengths, weaknesses, opportunities, an
d threats.
Consumer/Market Analysis: Examines market size, growth rate, an
d seasonality.
Competitive Analysis: Identifies competitors and their strengths a
nd weaknesses.
Marketing Plan: Outlines the overall marketing strategy, including th
e promotion mix.
Communication/Persuasion Process: Understanding how advertisi
ng messages are received and processed by the target audience.
Model of Advertising Communication System
Source: The company, brand, or spokesperson delivering the messa
ge.
Message: The content and execution of the advertising message, in
cluding appeals, tone, and format.
Channel: The media used to deliver the message, such as television,
radio, print, or online.
Receiver: The target audience for the message.
Destination: The ultimate impact of the message on the receiver, in
cluding awareness, attitude change, and purchase behavior.
Impact of Ads
Create Awareness: Introduce the brand or product to the target au
dience.
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Communicate Brand Benefits: Highlight the features and advantag

es of the product.
Develop/Change Image: Shape or modify the perception of the bra
nd.
Precipitate Behavior: Encourage consumers to take action, such as
making a purchase.
Associate Brand with Feelings: Connect the brand with positive em
otions or experiences.
Advertising – Exposure Model
Ad Exposure: The initial contact with the advertising message.
Awareness/Familiarity with the Brand: Recognition or recall of the
brand name.
Information of Brand Attributes or Benefits: Understanding the feat
ures and advantages of the product.
Creation of Brand Image/Personality: Developing a positive percep
tion of the brand.
Association of Feelings with the Brand: Connecting the brand with
positive emotions or experiences.
Linkage of Brand with Peers/Experts and Group Norms: Associating
the brand with influential individuals or groups.
Reminder or Inducement about Brand Trial: Encouraging consumer
s to try the product.
Purchase Behavior: The ultimate goal of advertising, leading to a pu
rchase decision.
Brand Attitude: The overall feeling or opinion about the brand.
The Advertising Plan
Objective & Target Selection:
Operational Objectives: Measurable and specific goals that guide
decision-making and performance evaluation.
Intervening Variables: Factors that influence consumer behavior,
such as awareness, comprehension, and attitude.
Message Strategy and Tactics:
Message Strategy: The overall approach to communicating the m
essage, including attention, comprehension, and perception.
Message Tactics: Specific techniques used to deliver the messag
e, such as spokesperson selection, tone, and format.
Media Strategy and Tactics:
Media Strategy: Determining the media budget and how it will be
allocated.
Media Tactics: Selecting specific media vehicles and scheduling p
atterns.

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Facilitating Agencies
Advertising Agencies: Provide creative, media, and account service
s to advertisers.
Research Suppliers: Conduct market research to gather data about
consumers and the market.
Media Research Suppliers: Provide data about media audiences an
d reach.
Copy-Test Suppliers: Evaluate the effectiveness of advertising mess
ages.
Ad Agency
First Ad Agency: 1841 – Volney B. Palmer.
AAAA (American Association of Advertising Agencies of America):
Defines an ad agency as "an independent business organization co
mposed of creative and business people who develop, prepare, and
place advertising media for sellers seeking to find customers for thei
r goods and services."
Reasons for Waves of Acquisitions & Growth:
Growth & Mergers of FMCG Companies: Demand for larger agenc
y networks to handle global accounts.
Account Conflicts: Agencies need to avoid representing competin
g brands.
Growing Popularity of Other Tools: Increased use of digital marketi
ng and other promotional strategies.
Agency Organization
Creative Services Group: Writers, artists, and production personnel.
Marketing Services Group: Media research, market research, and a
ccount planning.
Client Services Group: Account executives who manage client relati
onships.
Full Service Agencies: Provide all three services mentioned above.
Modular Agencies: Full service but sell on a piecemeal approach.
Alternatives: Specialized services, such as digital marketing or publi
c relations.
Functions of Ad Agency
Create Public Awareness: Introduce the brand or product to the tar
get audience.
Provide a Total, Professional, and Experienced Service: Offer a com
prehensive range of services to meet the client's needs.
Convert the Advertiser’s Message into an Effective and Memorable
Communication: Create compelling and memorable advertising ca
mpaigns.
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Functions of Ad Agency Departments

Account Services/Account Management: Manage client relationshi
ps and oversee the development of advertising campaigns.
Creative Department: Develop the creative concepts and execution
s for advertising campaigns.
Media Department: Plan and buy media space or time for advertisi
ng campaigns.
Marketing Research Department: Conduct market research to gath
er data about consumers and the market.
Print Production Department: Oversee the production of print adver
tising materials.

Social Aspects of Advertising

Advertising Educates Consumers:
Pro: Advertising provides information about products and services.
Con: Advertising can be superficial and intrusive.
Advertising Improves Standard of Living:
Pro: Advertising can lower the costs of products through competiti
on and economies of scale.
Con: Advertising can be wasteful and benefit only some segments
of society.
Advertising Affects Happiness and Well-Being:
Pro: Advertising can address basic human needs and reflect socie
tal priorities.
Con: Advertising can create artificial needs and promote materiali
sm.
Advertising Has a Powerful Effect on the Mass Media:
Pro: Advertising can foster a diverse and affordable mass media t
hat provides information and exposure on important issues.
Con: Advertising can influence and control programming.

Ethical Aspects of Advertising

Ethics: Moral standards against which behavior is judged.
Key Areas of Debate:
Truth in Advertising: Deception is making false or misleading stat
ements, but puffery (commercial exaggeration) is legal.
Advertising to Children: Advertising can promote superficiality an
d materialism in children, who are easy and inexperienced prey.
Objectionable Products: Advertising for products considered harm
ful, such as junk food or cigarettes.
Deceptive Advertising (False Advertising)

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Definition: When an advertisement is introduced into the perceptual

process of some audience and the output of that perceptual proces
s:
Differs from the reality of the situation.
Uses confusing, misleading, or blatantly untrue statements.
Causes consumers to purchase items of which there is no use.
Affects buying behavior to the detriment of the consumer.

Regulatory Aspects of Advertising

Regulations: Fall into two categories:
Self-Regulation: Industry-led codes of conduct and standards.
Legal Regulation: Government laws and regulations.
Areas of Advertising Regulation
Deception and Unfairness: Preventing false or misleading advertisin
g.
Competitive Issues: Ensuring fair competition among advertisers.
Advertising to Children: Protecting children from deceptive or harm
ful advertising.
Self-Regulatory Bodies
Advertising Agencies Association of India (AAAI): A professional or
ganization for advertising agencies.
Advertising Standards Council of India (ASCI): A non-profit organiz
ation that promotes ethical advertising practices.
ASCI
Established: October 1985.
Managed by: A board of governors consisting of members from adv
ertisers, advertising agencies, media, and allied professions.
Fundamental Principles of Code of Self-Regulation:
Truthfulness and honesty of representations and claims.
Non-offensive and maintaining public decency.
Fairness in competition.
Procedure:
A 14-member sub-committee hears complaints from the public.
Examines the complaint in light of the code.
Asks the advertiser or agency to comment and submit substantiati
on.
If the complaint is upheld, ASCI asks the advertiser to withdraw the
advertisement.
Legal Aspects
Prevention of Food Adulteration Act (PFA): Regulates the advertisin
g of food products.
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Cable TV Networks (Regulation) Act, 1995: Regulates advertising on

cable television.
Infant Milk Substitutes, Feeding Bottles and Infant Food Act: Regula
tes the advertising of infant formula and other infant foods.

Advertising Campaign
Definition: A series of advertisement messages that share a single i
dea and theme, making up an integrated marketing communicatio
n.
Campaign Theme: The central message received in the promotiona
l activities.
Objectives: Establishing a brand, raising brand awareness, increasin
g conversions/sales.
5 Key Points for Effective Advertising Campai
gns
Integrated Marketing Communications (IMC): Melding all aspects
of marketing into one cohesive piece, including sales promotion, ad
vertising, public relations, direct marketing, and social media.
Media Channels: Selecting the most appropriate media channels to
reach the target audience.
Positioning: Defining the brand's unique selling proposition and how
it differentiates itself from competitors.
The Communications Process: Understanding how advertising mes
sages are received and processed by the target audience.
Touch Points: Any way a consumer can interact with a business, wh
ether it be person-to-person, through a website, an app, or any form
of communication.

Setting Advertising Objectives

Good Objectives: Required to guide and control decision-making.
Functions of Objectives:
Operate as Communication and Coordination Devices: Facilitate
communication between the client and account executive.
Provide a Criterion for Decision Making: Help in selecting one out
of two or more campaigns generated.
Evaluate Results: Measure the effectiveness of the advertising ca
mpaign.
Sales as an Objective
Not Operational in Many Cases:
Advertising is not the only factor influencing sales.
The contributory role of advertising often occurs primarily over t
he long run.
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Difficult to Isolate the Effect of Advertising: It is challenging to deter

mine the specific impact of advertising on sales.
Factors Influencing Sales
Advertising
Price
Distribution
Packaging
Product Features
Competition
Consumer Tastes
Long-Run Impact of Advertising
New Customers: Advertising can attract new customers to the bran
d.
Immediate Sales: Advertising can generate immediate sales.
Future Sales: Advertising can build brand loyalty and lead to future
sales.
Change Attitude: Advertising can influence consumer attitudes tow
ards the brand.
Improve Image: Advertising can enhance the brand's image.
Toward Operational Objectives
Effective Objectives: Generated by answering the following questio
ns:
Who is the Target Audience?
What is the Ultimate Desired Behavior?
What is the Communication and Decision Process that will Affect
the Desired Behavior?
Behavioral Dynamics
Ultimate Behavior: The specific action that advertising should focus
on.
Market Segmentation: The market is divided into three parts:
Segment E: Existing customers.
Segment O: Those buying other brands exclusively.
Segment N: Those not buying the product class.
New Customers
Attract Members of Segment O: Encourage consumers to switch br
ands.
Attract People from Segment N: Introduce the product to new cons
umers.
Defensive Strategy: Reduce the flow of customers from Segment E t
o Segment O.
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Brand Loyalty
Remind Consumers of the Brand: Reinforce brand awareness and r
ecall.
Reinforce the Use Experience: Highlight the positive aspects of using
the product.
Increase Usage
Encourage Consumers to Use the Product More Frequently: Promot
e increased consumption of the product.
Behavioral or Action Objectives
Examples:
New Customers: Measured by the number of new customers acqu
ired.
Brand Switching: Measured by the number of consumers who swit
ch from a competitor's brand to the target brand.
Advertising Response – Variables Intervenin
g Between Advertising and Action
Brand Awareness: Recognition or recall of the brand name.
Brand Comprehension: Understanding the product's features and b
enefits.
Brand Image: The overall perception of the brand.
Brand Attitude: The overall feeling or opinion about the brand.
DAGMAR (Defining Advertising Goals And Me
asuring Advertising Results)
Pioneered by: Russel H. Colley (1961).
Communication Task: The ultimate objective of advertising is to cre
ate awareness, impart information, develop attitude, and induce act
ion.
Four Levels of Understanding:
Unawareness to Awareness: Consumers must be aware of the pro
duct or company.
Comprehension: Consumers must understand what the product is
and its benefits.
Conviction: Consumers must develop a mental conviction to buy t
he product.
Action: Communication must encourage consumers to engage in
purchase activity.
DAGMAR Communication Task
Unaware: Consumers are not aware of the product or company.
Aware: Consumers are aware of the product or company.
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Comprehension & Image: Consumers understand the product and

have a positive perception of the brand.
Action: Consumers take action, such as making a purchase.
Specific Task
Measurable: Objectives should be measurable, indicating exactly w
hat appeal or image is to be communicated.
Benchmark: Establish a starting point to measure progress.
Target: The target audience should be well-defined.
Time Period: Objectives should be set within a specified time period.
Written: Objectives should be documented in writing.
The 5 Ms of Advertising
Mission: The overall goal of the advertising campaign, such as incre
asing sales or building brand awareness.
Money: The budget allocated for the advertising campaign.
Message: The content and execution of the advertising message.
Media: The media channels used to deliver the message.
Measure: Evaluating the effectiveness of the advertising campaign.

Designing the Message

What to Say? (Message Content)
How to Say it Logically? (Message Structure)
How to Say it Symbolically? (Message Format)
Who Should Say it? (Message Source)
Message Content
Appeals: The reasons why consumers should buy the product or ser
vice.
Theme: The central idea or concept that the advertising campaign i
s based on.
Idea: The creative concept that drives the advertising message.
USP (Unique Selling Proposition): The unique benefit that the produ
ct or service offers.
Rational Appeals
Definition: Encourage consumers to buy or act on a cognitive rather
than emotional basis.
Consumer Response: Based on their perception of facts and logic.
Examples: Quality, economy, value, and performance.
Emotional Appeals
Definition: Relate to psychological and social needs to purchase a p
roduct.
Examples:

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Negative Appeals: Fear, guilt, and shame.

Positive Appeals: Humor, love, pride, and joy.
Moral Appeals
Definition: Directed to the audience's sense of what is right and pro
per.
Examples: Ecological appeals and nationalism.
Message Structure
One-Sided Arguments: Present only the strongest arguments in fav
or of the product or service.
Two-Sided Arguments: Present both the strengths and weaknesses
of the product or service.
Order of Presentation: The sequence in which arguments are prese
nted.
Conclusion Drawing: Whether the advertisement explicitly states a
conclusion or leaves it to the audience to draw their own conclusion
s.
Message Format
Print Ads: Headlines, illustrations, copy, and color.
Broadcast Ads: Words, voice qualities (speech rate, rhythm, pitch, ar
ticulation), and vocalization (pauses, sighs, yawns).
Message Source
Attractive Source: A source that is appealing to the target audienc
e.
Credible Source: A source that is perceived as trustworthy, expert, a
nd likeable.
Credibility
Trustworthiness: How honest the source is perceived to be.
Expertise: Specialized knowledge the communicator possesses to b
ack up the claim.
Likeability: The source's attractiveness.
Copywriting, Illustrating, and Layout
Copywriting: The process of writing the text for advertising message
s.
Illustrating: The process of creating visual images for advertising m
essages.
Layout: The arrangement of the various elements of an advertiseme
nt, such as illustrations, text matter, product, and company name.
Guidelines for Writing Body Copy

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Use Present Tense Wherever Possible: Create a sense of immediac

y.
Use Singular Nouns and Verbs: Make the copy more concise and im
pactful.
Use Active Verbs: Make the copy more dynamic and engaging.
Use Familiar Words and Phrases: Ensure that the copy is easily und
erstood by the target audience.
Vary the Length of Sentences and Paragraphs: Maintain reader inte
rest and readability.
Provide Support for Unbelievable Claims: Back up any claims with e
vidence or testimonials.
Creation and Production of a Copy (Terminol
ogy)
Creation: The process of generating the words and pictures for an a
dvertisement.
Production: The process of creating the final advertisement materia
ls.
Layout: A preliminary print advertisement ready to be supplied out f
or production.
Storyboard: A layout for a prospective television commercial.
Print Production: Involves graphic arts and specialists in typograph
y, engraving, and printing.
Broadcast Production: Involves audio-visual studios, production ho
uses, filming, and editing.
Creative Process
Stage 1: Creation:
Copywriting: Writing the text for the advertisement.
Illustrating: Creating the visual images for the advertisement.
Stage 2: Client Approval & Supplier Selection: The client approves t
he creative concept and suppliers are selected for production.
Stage 3: Production: The final advertisement materials are produce
d.
Creative Process (at the Creation Stage)
Orientation: The advertiser must familiarize themselves with the pro
duct and its target audience.
Preparation: Collect relevant facts regarding the product, organizati
on, competition, and target audience.
Analysis: Apply logical thinking to the information gathered.
Ideation: Brainstorming to generate creative ideas.
Incubation: Allow ideas to incubate in the subconscious mind.
Synthesis: Combine ideas to develop a "big idea."
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Evaluation: Judge the ideas for their effectiveness and suitability.

Creative Strategy
Three Components:
The Copy Platform: Provides information to the ad people regardin
g the target audience, the behavior of the consumer, the constrain
ts working on the consumers. It also spells out the Selling Strategy.
The Art Direction: Artistic design and layout.
Production of the Ad: Visual, verbal, and audio style of execution.
Copywriters
Similar to: Poets, writers, and novelists.
Aim: Achieve business objectives.
Process: Write, rewrite, and refine the copy until the advertiser is sati
sfied.
Develop Copy for TV Commercials: Write the audio portion of the co
mmercial.
Copywriting
Creative Thinking: Combining unrelated ideas and facts.
Creative People: Risk-takers with divergent thinking, being both logi
cal and illogical.
Copy: The written portion of an advertisement.
Illustrating
Definition: Graphic images that clarify text, direct the viewer's eye, a
nd create an intentional, lasting impression.
Illustrator: An artist who creates images with creativity and imagina
tion.
Layout
Definition: The arrangement of the various elements of an advertise
ment, such as illustration, text matter, product, and company name.
Blueprint of the Ad Copy: A plan for the advertisement.
Combination of Copy and Art: A good advertisement combines bot
h written and visual elements.
Principles of a Good Layout
Focus on Dominant Element: Highlight the most important element
of the advertisement.
Unity of All Ad Parts: Ensure that all elements of the advertisement
work together harmoniously.
Good Use of Contrast: Use contrasting colors, fonts, and sizes to cre
ate visual interest.

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Right Balance of Elements: Distribute the elements of the advertise

ment evenly.
Maintain Proportion of Space: Allocate space appropriately to each
element.
Simple and Uncomplicated Layout: Avoid clutter and make the adv
ertisement easy to understand.
Ease of Readability: Use clear fonts and spacing to make the text ea
sy to read.
Use of White Space: Leave some blank space around the elements t
o create visual breathing room.
Clarity of Ad Message: Ensure that the message is clear and concis
e.
Good Ad Background: Choose a background that complements the
advertisement's theme.
Long-Lasting First Impression: Create a lasting impression on the vi
ewer.
Elements of a Good Copy
The Headline:
First Element: The first thing the reader sees.
Most Important: Captures attention and encourages the reader to
continue reading.
Sell an Idea or Get the Prospect Involved: Engage the reader and
make them want to learn more.
Eye-Catching: Use strong words, imagery, or questions to grab att
ention.
Company or Brand Name: The company or brand name could als
o be the headline.
Guidelines for Writing Headlines
Limit Headlines to About 6 to 8 Words: Keep it concise and impactfu
l.
Inject Maximum Information in the Headline: Convey the key mess
age quickly and effectively.
Including Brand Name in the Headline is Generally Considered to b
e Effective: Reinforce brand recognition.
Use Simple, Common, and Familiar Words: Ensure that the headlin
e is easily understood by the target audience.
The Subhead:
Consists of Few Words and Usually Appears Below or Above the H
eadline: Provides additional information or context.
Stimulates a More Complete Reading of the Entire Ad: Encourages
the reader to read the entire advertisement.

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Helps in Communicating More Complex Selling Points: Explains m

ore detailed features or benefits.
The Body Copy:
Text that Persuades the Reader to Buy: Provides the main selling p
oints and arguments.
Must be Interesting: Engage the reader and hold their attention.
Details: Functions, quality, features, etc.
Short/Long: The length of the body copy depends on the complexit
y of the message and the target audience.
Techniques for Preparing the Body Copy
Straight Line Copy: A straightforward and factual presentation of th
e product or service.
Dialogue: Uses a conversation between two or more people to pres
ent the product or service.
Testimonial: Features a real person's positive experience with the pr
oduct or service.
Narrative: Tells a story about the product or service.
Direct Response Copy: Encourages the reader to take immediate ac
tion, such as making a purchase or requesting more information.
Captions:
Small Unit Types Used with Illustrations, Coupons, Special Offers:
Provide brief descriptions or explanations.
Generally, Less Important than the Body Copy: Used to suppleme
nt the main message.
Smaller Font Used: Distinguish them from the body copy.
The Blurb or Balloon:
Display Arrangement Where Words Appear to be Coming from th
e Mouth of One of the Characters Illustrated in the Advertisemen
t: Creates a conversational tone.
At Times the Complete Body Text Can be a Blurb: Used to present
the entire message in a conversational style.
Boxes/Panels:
Used for Logos, Coupons, Signatures, etc.: Highlight specific infor
mation or elements.
Box: A rectangular shape used to enclose text or images.
Panel: A larger rectangular shape used to enclose a section of the
advertisement.
Rectangular: The most common shape for boxes and panels.
At the Center of the Advertisement: Often used to draw attention t
o the center of the advertisement.
Captions are Placed Here: Provide additional information or conte
xt.
Slogan:
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A Short, Catchy Phrase that Summarizes the Brand or Product: M

emorable and easily recognizable.
Logo:
Symbol of the Company Name: Visually represents the company
or brand.
Helps in Quick Recognition: Makes the brand easily identifiable.
Strapline/Tagline:
Usually Underneath the Logo: A short phrase that reinforces the br
and's message or positioning.
Difference Between Slogan and Tagline
Slogan: Goes with the battle that the company is waging.
Tagline: Used consistently for a company as a whole.
Slogan: Often used only for one product or one campaign.
Tagline: Used across multiple products and campaigns.
Slogan: May change regularly according to the campaigns to adver
tise a specific aspect of a product or service.
Tagline: Very rarely changes (probably once in a generation).
Slogan and Taglines
Description Slogan Tagline
Focus Brand Company
Flexibility Flexible Rigid
Appearance Packaging, display ads Corporate communication
Occurrence of Very rare (probably once in
May change with culture
Change a generation)
Slogan for iPad: "Change Apple's current tagline: "Thin
Examples
is in the Air" k Different"
Taglines
Apple: "Think Different"
McDonald's: "I'm Lovin' It"
Whirlpool: "Bringing Quality to Life"
Nike: "Just Do It"
Goodyear Tires: "Quality and Innovation"
L'Oréal: "Because You're Worth It"
Intel: "Intel Inside"
Effective Ad Copy
Important Guidelines for Copywriting
The John Caples' Checklist:
Cash in your personal experience: Use your own experiences to m
ake the copy more relatable.

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Organize your experience: Structure the copy logically and effecti

vely.
Write from the heart: Be genuine and passionate about the produ
ct or service.
Learn from the experience of others: Study successful advertising
campaigns.
Talk with the manufacturer: Get insights from the people who kno
w the product best.
Study the product: Understand the product's features, benefits, an
d target audience.
Review the previous advertising for the product: Analyze past ca
mpaigns to identify what worked and what didn't.
Study competitor's ads: Understand the competitive landscape a
nd how competitors are positioning their products.
Study testimonials from customers: Use real customer experienc
es to build credibility.
Solve the prospect's problem: Address the needs and concerns of
the target audience.
Put your subconscious mind to work: Allow ideas to incubate and
emerge.
"Ring the Changes" on a successful idea: Adapt successful ideas t
o create new and innovative campaigns.
Features of an Effective Ad Copy
Attention Value:
The advertisement should be able to create awareness.
It should attract the attention of the readers.
Following devices can be used to make the copy attractive:
Use of pictures, photographs, or sketches to reveal a great deal
about the product.
Use of display types, i.e., appropriate headings in attracting typ
es.
Attractive borders, etc., can also be used to separate an adverti
sement copy from the rest of the setting and to compel the read
er to focus his attention on it.
Recall Value:
The advertisement should be so effective that the product should
stick to the memory of the customers.
Memorizing Value:
The copy of advertisements should be so drafted and laid out tha
t the product sticks to the memory of the individual reader.
Repetition of advertisement is an effective method of creating m
emorizing value for the copy.
Use of trademark or brand names should be repeated very often.
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Suggestive Value:
The next quality of an advertisement should be to offer suggestio
ns about the use and the utility of the product.
This can be done if crisp and pointed but simple slogans and sug
gestions are devised to bring home to the reader the utility of the
product in everyday situations.
The repeated use of suggestion, a command, or slogan can do th
e trick.
Conviction Value:
An advertisement copy is proven effective when the suggestion c
ontained in it is backed by convincing arguments.
The advertiser must avoid the two extremes: it should neither be
plain notice nor should it use high-flown language.
Emphasize the outstanding feature of the product and make an a
ppeal to reason so that it creates a conviction in the minds of the
consumers and develops firm belief in its utility and superiority o
ver competitive products.
Sentimental Value:
The advertiser should make a sincere attempt to make an appea
l to the sentiments of as many buyers as possible.
It is more important where advertisements are directed towards
the educated and cultured sections of the community.
Educational Value:
A good copy of advertisement educates the general public about
the uses of the new products or the new uses of the same produc
t.
It increases the demand for the product.
It creates new habits among people by offering new tempting pro
ducts to them.
It helps create new markets. Thus, a good copy of advertisement
possesses educative value.
Instinctive Appeal Value:
Instincts are the mainsprings of human thoughts and actions.
Instincts are the underlying forces which compel men to act in ce
rtain ways.

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