It is true that copy writing is an art and the copywriter has a very important role to play in advertising creativity. Copy writing does not admit any stereotyped rules and classification. There are various styles in which a copy can be prepared and presented. The following classification of advertisement copy may be studied; 1. Descriptive Copy — This type of copy describes the pertinent and relevant characteristics features of the product. It is very simple and of non- technical nature. It does not have any specialty which can attract the attention of the target consumers or may compel them to read it. It is very much similar to a press account or news item simply giving relevant information to the public without any stylish touch. 2. Scientific Copy — Such types of copies are technical in nature and generally used by drugs and pharmaceutical firms elaborating the propositions of Continue reading
Advertising Management Concepts
Advertising Response Models
Advertising, being a form of mass communication, reaches numerous people simultaneously. Because it is highly visible and touches our lives, almost everyone has some pet views about it. Advertising produces both intended and unintended results. The intended results serve the objectives of the advertiser such as increasing brand awareness or producing profitable sales. Roland Berman has made the following observations “Advertisements do more than inform or persuade. They eloquently translate feelings and opinions. Through advertising and the media we receive an enormous amount of silent information: how to act in relation to people, property and ourselves. And that information is a barometer, attuned to social change.” (Roland Burman, “Advertising and Social Change,”Advertising Age, April 30, 1980, p. 18.) Much has been researched and written about how advertising works and the effects it produces. However, at the very outset, it is important to appreciate that the nature of subject is such Continue reading
What is National Advertising?
The term national advertising has a special connotation that it is not confined to any geographic area within the nation. This type of advertising is undertaken mostly by the marketer of a branded product or service sold through different outlets in the distribution channel, wherever they may be located. Apparently the term national advertising conveys mass marketing effort. In reality this does not necessarily mean that the product is sold nationwide. The objective of national advertising is to inform or remind consumers about a company or brand. The ad may intend to communicate brand features, benefits, advantages or uses and to create or reinforce its image so that the consumers will be predisposed to buy it. This type of advertising is done by a manufacturer and is in contrast to that done by a retailer whose objectives are totally different. National advertising often identifies a specific target audience and attempts Continue reading
Persuasion in Advertising
The major objective of advertising inherent in the presentation and promotion of ideas, goods or services is to achieve predetermined objectives through persuasive communication, precipitating the change or reinforcement of desired attitude or behavior. “It is not neutral; it is not unbiased”: Yes, advertising is not neutral or unbiased. All ads that appear are controlled by the advertiser and are intended to serve the advertiser’s interest in some way. Advertising has gained much attention because it is the best known and most widely discussed form of promotion and a very important promotional tool. There are several reasons for this. It can be a very cost-effective method to reach a large audience. It can also be used to create images and build symbolic meanings for a company or brands. It is an important feature for companies dealing in products or services that are difficult to differentiate on functional attributes. Advertising alone, Continue reading
The Role of Celebrity Endorsements in Public Relations Campaigns
Businesses and entrepreneurs who use celebrities to endorse there products are elevated into another category. The celebrity pitch is a tried and tested advertising strategy that has stood the test of time. The advantages are that celebrity adds personalities and characteristics to a brand that will raise awareness and product adoption.According to American Public Opinion Survey and Market Research, 72 % of customers who bought a product backed by a celebrity said that it was the famous face of the endorser who first grabbed their attention. If successful, the use of celebrity endorsers can contribute to adding significant value to a product. Today, more than ever before, the public has a hunger for celebrity information. The cult of the celebrity is more powerful than at any time in history and the marketing potential of this is enormous, especially if you can connect a product and a celebrity to a Continue reading
Approaches to Measuring Advertising Effectiveness
There are two approaches to measuring advertising effectiveness, viz,, experimental method and survey method. Under experimental method, consumers are given a controlled exposure to the message and the effects are measured on the basis of the change in opinion or attitude. A base line is observed with the use of a control group not exposed to the advertising campaign. The results of the exposure in almost all the situations are recorded. The alternative effects of each exposure are considered for comparison and with a view to establishing a relationship between the exposure and the effects. Field experiments are conducted to measure the effects of mass communication. Sample surveys or interviews or questionnaires are used to obtain information about people’s exposure to the advertising campaign. The advertising effectiveness is evaluated on the basis of the correlations between the exposure and the attitude or action. Pre Testing Methods Pre-testing is preferred because Continue reading