Introduction to Advertising Creativity:

Creativity is probably one of the most commonly used terms in advertising ads. The people who
develops ads and commercials are known as creative professionals. And advertising agencies
develop reputations for their creativity. Perhaps so much attention is focused on the concept of
creativity because many people view the specific challenge given to those who develop an
advertising message as being creative.
It is their job to turn all of the information regarding product features and benefits, marketing plans
consumer research and communication objectives into a creative concept that will bring the
advertising message to life. This begs the question: What is meant by creativity in advertising?
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Creativity is generally defined in aesthetic terms:

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The ability to produce new, useful ideas; originally, imagination: or the capacity for joining two
or more elements to form a new unity or purpose. However, each definition leaves out the
utilization or productive function of creativity which applies to advertising.
An individual creates an environment which affects the extent and manner of his creativity. What
emerges is not only an expression of the inner state of the creater; it is also designed to meet
externally defined needs and goals. Creativity in advertising is an example of a combination of both
aesthetics and problem solving.
Perspective on what constitutes creativity in advertising vary. At one extreme are those who argue
that advertising is creative only if it sells the product. An advertising message or campaign’s impact
on sales counts more than whether it is innovative or wins awards.
At the other end of the continuum are those who judge the creativity of an ad in terms of its artistic
or aesthetic value and originality. They contend creative ads can break through the competitive
clutter, grab the consumer’s attention, and have some impact.

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What constitutes creativity in advertising is probably some where between the two extremes. To
break through the clutter and make an impression on the target audience, an ad often must be
unique and entertaining. Research has shown that a major determinant of whether a commercial
will be successful in changing brand preferences is its “likability” or the viewer’s over all
reaction.
Television commercials and print ads that are well designed and executed and generate emotional
responses can create positive feelings that are transferred to the product or service being advertised.
Many creative people believe this type of advertising can come out only if they are given
considerable latitude in developing advertising messages.
But ads that are creative only for the sake of being creative often fail to communicate a relevant or
meaningful message that will lead consumers to purchase a product or service.
Everyone involved in planning and developing an advertising campaign must understand the
importance of balancing the ‘it’s not creative unless it sells’ perspective with the novelty/uniqueness
and impact position.
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Marketing and product managers or account executives must recognise that imposing to many
sales and marketing oriented communication objective on the creative team can result in
mediocre advertising which is often ineffective in today’s competitive, cluttered media
environment.
At the same time, the creative specialists must recognise that the goal of advertising is to assist in
selling the product or service and good advertising must communicate in manner that helps the
client achieve this goal.
Advertising creativity is the ability to generate fresh, unique, and appropriate ideas that can be used
as solutions to communication problems. To be appropriate and effective, a creative idea must be
relevant to the target audience.
Many ad agencies recognise the importance of developing advertising that is creative and different
yet communicates relevant information to the target audience. The agency views a creative
advertising message as one built around a creative core or power idea and using excellent design
and execution to communicate information that interests the target audience.

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Advertising creativity is not the exclusive domain of those who work on the creative side of
advertising. The nature of business requires creative thinking from everyone involved in the
promotional planning process.
Individuals in the agency, such as account executives, media planners, researchers and attorneys, as
well as those on the client side, such as marketing and brand managers must all seek creative
solutions to problems encountered in planning, developing and executing an advertising campaign.

Advertising Creative Strategy Evaluation:

1. The end product advertising planning and creative strategy, and its execution, is the form in
which an advertisement appears.
2. There are variations according to the media used.

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3. The creation of an advertising message commences with the overall marketing and advertising
goals.
4. Setting of advertising budget provides boundary parameters so that the formulation of the
message may be trimmed down accordingly.
5. The seeds of advertising message are to be found in the purchase preposition.
6. The success or failure of the message, as measured by the reception by the audience depends a
great deal on what the advertiser has to offer, not merely in terms of product quality and
characteristics but more as to their relevance to the prospect’s requirements and mental make up.

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7. The entire copy should be structured along the AIDA line.
WHAT ARE ADVERTISING APPEALS?
Advertising appeals are communication strategies that marketing and advertising

professionals use to grab attention and persuade people to buy or act. In rhetorical theory,

the idea of an “appeal” dates back to Aristotle, who identified the three main appeals of

communication (also known as the rhetorical triangle): ethos, pathos, and logos, or, in modern

language, credibility, emotion, and logic. The idea was that, if you can establish yourself as

credible (ethos), for example, you are more likely to persuade people. Likewise, if you tugged

on your audience’s heartstrings (hit their emotions, pathos) or presented a logical argument

(logos), you could persuade people to act. In other words, you (or your

communication) appealed to people because you were credible, you affected their emotions,

or you made logical sense.

Marketing and advertising gurus have been

using appeals for as long as marketing and

advertising have been a thing. Consider

celebrity endorsements, which are prime

examples of applying ethos, or the

credibility/endorsement appeal. If you see

an image with Jennifer Aniston holding a bottle of Smart Water, you are being appealed to

by Aniston’s credibility (or, at the very least, her notoriety). If it’s good enough for her, the

advertisers hope you’ll think and feel, then it’s good enough for the consumer who respects

and adores her.

But modern-day advertisers didn’t stop at just the three appeals, as Aristotle did. While

credibility, emotion, and logic in many ways do summarize the three broad ways in which

people are persuaded, advertisers get much more specific in order to target their marketing

communications approaches. Understanding the available appeals in marketing and

advertising will put you in a position to be more creative, more persuasive, and ultimately

more effective in your marketing and business communications.

THE 20 ADVERTISING APPEALS YOU SHOULD
KNOW
While there are more than twenty that exist, and it’s possible you could even coin your own,

the list below addresses twenty of the most common advertising appeals used by

marketing professionals today, listed alphabetically.

1.Adventure Appeal
Appealing to a person’s sense of adventure and excitement. The

goal of the adventure appeal is to make people feel like the

excitement, action, entertainment, and sense of adventure will be

enhanced if they purchase or use a product or service. Read more

about Adventure Appeal.
 

2.Bandwagon Appeal
Appealing to people by making them feel like everyone else is

doing it. The goal of the bandwagon appeal is to make people feel

like since everyone else is doing something, they should to. It’s a

persuasion-by-numbers tactic. Read more about Bandwagon Appeal.

3.Brand Appeal
Appealing to people who are brand-conscious and have certain

proclivities towards brands. The goal of the brand appeal is to

make people buy a product because the brand itself is a

statement that the person hopes to associate with. Read more

about Brand Appeal.
 
 

4.Endorsement Appeal
Appealing to people by using a celebrity they admire and

recognize. The goal of the endoresment appeal is to encourage

people to buy a product or service or act a certain way because

people they know, respect, admire, and recognize also use that

product or service. Trust is built by using recognizable

people. Read more about Endorsement Appeal.

5.Fear Appeal
Related to the Personal Appeal (below), the fear appeal

specifically appeals to a person’s fears in order to encourage

them to buy or act. The goal of the feal appeal is to cause

someone to fear an outcome or response if they don’t buy a

product or act in such a way as to reduce risk. Read more about the

Fear Appeal.
 

6.Humor Appeal
Appealing to a person’s sense of humor. Because most human

beings like to laugh, humor is an effective appeal for grabbing

attention and helping people remember and share information

about a product or idea. The goal with humor is to help build a

positive association with a product, service, or idea. Read more

about the Humor Appeal.

 
 

7.Less-than-Perfect Appeal
Appealing to a person’s natural tendency to think they are less-

than-perfect and that they need something to improve

themselves. The goal of the less-than-perfect appeal is to make

people feel as though they need a product or service to enhance

their personal selves and that, without it, they will always be less

than perfect. Read more about the Less-than-Perfect Appeal.

8.Masculine/Feminine Appeal
Appealing to a person’s desire to be the perfect man or woman.

Often used in clothing and beauty products, the goal of the

masculine/feminine appeal is to make people feel if they use a

product or service, then they are more attractive, sexier, stronger,

or any other characteristic commonly associated with their

gender or sex. Read more about the Masculine/Feminine Appeal

9.Music Appeal
Appealing to a person’s tastes in sounds and music. The goal of

the music appeal to help increase recall (as in jingles or

mnemonics) and to encourage people to feel an emotion toward

a product that they feel while hearing a particular song or

sound. Read more about the Music Appeal.

 
 

10.Personal (Emotional) Appeal

Appealing to a person’s emotions. The goal of the personal

appeal is to make a consumer feel sad, angry, excited, jealous,

fearful, proud, nostalgic, or any other emotion enough to

encourage them to buy, donate, or act. Read more about the Personal

Appeal.
 

11.Plain Appeal
Appealing to people by making something seem ordinary or plain.

The goal of the plain appeal is to persuade people that a product,

service, or idea may not be as strange or radical or extraordinary

as people thing, but rather that it is normal and common. Read

more about the Plain Appeal.
 

12.Play On Words
Appealing to people through creative word choice and figures of

speech. The goal of the play on words appeal is to help people

remember a product or service or to be intrigued (sometimes

through humor) by the phrasing of something. Read more about the

Play-on-Words Appeal.

 
13.Rational Appeal
Appealing to a person’s logic and evaluative reasoning. The goal

of the rational appeal is to make people feel like they need

something because it makes sense and seems necessary. Read

more about the Rational Appeal.

14.Romance Appeal
Appealing to a person’s natural desire to experience romance and

appeal to others romantically. The goal of the romantic appeal is

to make people feel like they will be more attractive, more

desirable, and more likely to get the person of their dreams if

they use a certain product or take certain actions. Read more about

the Romance Appeal.

15.Scarcity Appeal
Appealing to people by making them feel that something will run

out soon or is about to end. The goal of the scarcity appeal to

make people feel that they need to hurry or they will be left out.

Everyone else is doing it and you may lose your chance. Read more

about the Scarcity Appeal.

 
16.Sex Appeal
Appealing to the natural sexual desires of men and women. The

goal of the sex appeal is to grab and increase attention toward a

product or service by making people feel attracted to or desirous

of the people using the product. Read more about the Sex Appeal.

17.Snob Appeal

Appealing to people by making them feel like they will experience

luxury, elegance, or superior quality. The goal of the snob appeal

is to make people feel like their purchases or actions will put

them in a position to experience the highest of qualities and

luxuries. Read more about the Snob Appeal.

18.Social Appeal
Appealing to a person’s sense of belonging or feeling of inclusion.

The goal of the social appeal is to cause people to make

purchases and take action based on whether it will make them

feel accepted, recgonized, respected, affiliated with, or even

rejected by a certain group, organization, or people. It’s all about

status and fitting in. Read more about the Social Appeal.

 
19.Statistics Appeal
Appealing to people’s obsession of and trust in numbers. The goal

of the statistics appeal is to use numbers and data to persuade

people that what you have to say or what your product does is

accurate, and research-based. Read more about the Statistics Appeal.

20.Youth Appeal
Appealing to a person’s desire to feel younger. The goal of the

youth appeal is to make people who may otherwise feel old, out

of shape, and less physically able than they were as youth to buy

a product or service that will help rejuvenate their physical and

emotional selves.

Advertising Message
An advertising message is the general idea that an ad will convey to the target audience. Most advertising
campaigns are focused on conveying an advertising message to a target audience in order to convince them to
purchase a product or service, investigate the brand further, and make the audience remember the brand name.
This can all be done through several types of techniques, each focused on making the target audience remember
the product or service and identify it with quality or expertise. The message can be delivered through various
forms of media, including television, radio, print, word of mouth, events, and so on.
Several components make up the advertising message: the hook, the slogan, the appeal, and the value. Each
component of the advertising message seeks to convince the target market that they should spend money on a
product or service. The hook is a statement, image, video, or other type of media that grabs the audience's
attention and compels them to find out more about the particular ad. This may be one of the most difficult aspects
of the advertising message to come up with, as it will need to stand out above all other distractions that can keep
the audience from noticing the product or services.
The slogan is a statement that is often repeated throughout the ad campaign to help the audience remember the
business, product, or service. It is usually a catchy statement or series of words that sum up the product or service
so the audience can remember and recall that product or service quickly and easily. Many companies will hire
professional advertisers to come up with a slogan that will be effective for the target audience, as this task can be
exceptionally difficult and may involve some trial and error.
The appeal is essentially a presentation of why the product or service will improve the lives of the target audience
members. It basically presents the advantages of the product or service in such a way that the audience can make
clear connections as to why he or she needs to invest money. This concept is closely related to the value, which is
a presentation of how the product or service will save the audience members money, improve their lives, make
positive changes, and so on. Very often the value is attached to a special deal; for example offering 25 percent off
one's next purchase.

Advertisement Copy: Classification, Qualities and Elements

Advertising copy must arrest, inform, impress and impel the reader.
A well defined advertising copy must perform the following
functions:
(a) Attract Attention
(b) Command Interest
(c) Create Desire
(d) Inspire Conviction
(e) Provoke Action.
An advertising copy may be classified as under:

Educational Copy:
It aims at educating the public, regarding the use of a product. Such an
advertisement copy depicts the specialties of the product, in contrast to
the existing ones. People keep certain habits which cannot be easily
changed. Demand can be created when such habits are changed. This
type of copy introduces new habits and attracts people towards the
product.

Competitive Copy:
It aims at putting forth the special features of a product. It promotes to
differ one brand from competitors’ brands. It meets the challenge of the
competitors.

Institutional Copy:
It sells not the products of the institution but the name of the institution.
Also known as PRESTIGE or CORPORATE advertising, this is the type
of advertisement used to present the company’s image. When a
pharmaceutical firm takes space it describes its research skills, its
contribution to society etc. The copy aims to develop and maintain a
good-will for the product that the product comes from a reputed house.
Example:
MISSIONARY COPY aims at propaganda for the product.
PIONEERING COPY aims at educating the public.
GOODWILL COPY is one which does not try to sell a product but aims to
sell the public some idea on the firm in general, on the quality of its
product, its utility, etc.
SELLING COPY is used by the mail-order house to effect a sale by mail,
or by the manufacturer who sells through retailers, to persuade the
buyer to call for his brand at the retail store. It is used by the retailer to
make an immediate sales of the goods, which he may have to stock.
REASON WHY COPY itself is clear as to its meaning. It explains the
reasons to readers- why the advertised product is to be purchased. It
aims at answering the questions raised about a product as to why, how
and when the product is to be purchased.

HUMAN INTEREST COPY makes its appeal to the emotions and the
senses, rather than to the intellect and judgement. It may be of many
forms: Fear Copy, Humorous Copy, Story Copy etc. The examples and
statements of these copies are funny and readers smile or laugh. It
affects the heart rather than the mind.

SUGGESTIVE COPY directly or indirectly conveys the message, which

leads to sales.
EXPOSITORY COPY is not to conceal but to expose the facts as they are
clear and concise ideas are given. It explains the construction, uses,
merits, operation and superiority of advertised articles.

DESCRIPTIVE COPY conveys the ideas in words or pictures so as to

impress the readers’ mind and thus act upon it.

ARGUMENTATIVE COPY is a message supported by facts.

 
Qualities of a Good Advertisement Copy:
An effective advertisement copy must have certain qualities
which make it the best one. They are:
1. It Must Be Simple:
It must be simple and easy to understand. A copy writer must use short,
simple, understandable words and sentences. The words or sentences
used must be remembered by intelligent persons and non-intelligent
persons. It must make people to see it, i.e., it should arrest their
attention.
2. It Must Be Informative:
The copy must give the information which the reader wants to know
about the products, in order to buy. Hence it must give the real fact. The
information must be natural and straightforward. It must make people
read it, i.e., people should be informed.
3. It Must Be Concise and Complete:
The copy must be complete and brief. If it is incomplete, it fails. Brevity
is essential (condensation). Completeness should never be sacrificed for
brevity. It must make people to understand it.
4. It Must Be Enthusiastic:
Salesman’s talk in the written form is the copy. The copy must tell the
reader what the product or merchandise will do for him.
5. It Must Be Honest:
It must be honest and truthful towards the public. If the copy is untrue,
then the confidence and the value of publicity go down. The public
should not be cheated. The public, who are the final users of the
products, are the witness of the product quality.
If inferior products are sold through false advertising, they have a short
life. If the firm is hiding the facts, not exposing the real position, the
product tells its own weakness to the users. If the advertisement is not
honest, then the products will disappear from market and the firm will
be closed down within a short span of time.
6. It Creates An Urge:
It must reveal unknown or unseen features of the products. The public
should be informed about the product’s use and merits by the advertiser.
It must create a goodwill in the minds of the public. Its aim must be to
trust the firm and its products. It should have an effective salesmanship
in absentia.
A Good Advertisement Copy:
1. It must make people to see it.
2. It must make people to read it.
3. It must make people to understand it.
4. It must make people to believe it.
5. It must make people to buy the product.
Elements of an Advertisement Copy:
There are certain principles, which an advertisement should have. That
is it must aim to arrest, inform, impress and urge the readers to act on
the advertisement.
The elements are known as values and they are:
1. Attention Value:
People are busy. They find time rarely. Almost all the people, who are
able to make a purchase, do not have enough time. Under such
situations, the advertisement must be able to attract the attention of
readers, at a glance. There must be some specialty in the advertisement.
To make it more attractive, we may adopt the following
devices:
(a) Pictures and drawings should have a direct bearing on the product.
(b) The headline must be good with a proper border.
(c) It must have a pleasing colourful presentation.
(d) It should not be congested i.e., there must be enough inter-space.
(e) The slogans must be lively.
(f) The coupons must be part of the advertisement.
By filling the coupons the needy customer must be able to get full
information and thereby it becomes repeated advertisement to the seller.
2. Suggestive Value:
The message advertised should have some suggestive and useful value to
those who go through the advertisement. The words or pictures in the
advertisement should have commanding power on the readers.
Repetition has good effect. When one comes across the advertisement
every time, he begins to consider the product.
3. Conviction Value:
To be more effective, the statements in the advertisement must be
genuine and accurate. Misrepresentation or exaggerative words must be
avoided. Simple and plain facts have more effect on the readers to
convince them than colourful or flattering wordings.
4. Sentimental Value:
The sentimental feelings or the prejudiced attitude of the reader should
not be affected by the advertiser; but rather, they must be respected. The
likes and dislikes, habits and customs etc., of the readers may be highly
considered. It must appear that the advertiser is doing it for the readers.
5. Educative Value:
When products are manufactured for the first time, it is the duty of the
producer, through advertisements, to draw the attention of the people
and to tell them the use, merits, ingredients, special features etc., of the
products. All people are alike, but their behaviour is different.
When the advertisement is able to change their habits and mould the
tendency to use the products, the market for the products increases.
People must have a feeling to see the advertisement through bearing
eyes. It gives new information, suggestion and knowledge to people and
directs them to go for the product.
6. Memorizing Value:
Advertisement must create a good impression on the reader’s mind.
Slogan, if it is good to read and charming to hear, has good memorizing
value. Repeating the advertisement often, through attractive brand name
and catchy wordy slogans, may have a memorizing value in the minds of
the readers.
7. Instinctive Value:
The advertiser must have a well-thought out plan to make a copy to be
advertised. The matter or message must be arranged in such a way that
the reader is able to understand and act on the message. The
presentation is brief with questions tempting or compelling the people to
act on. We can come across, an inducement, an aroused feeling, a
temptation, an inclination etc., in such advertisements.

Advertisement Copywriting
“Baat karne se baat banti hai”

“Built For The Road Ahead”

What does come in your mind? Remember, where did you hear these captions?
The first one is “Airtel,” Second belongs to “Ford”.
Some punchlines are eye-catching and grab attention at the very first time. Why?
It is because of the fascinating words that are used and arranged in a creative way. This chapter
discusses the techniques of creative copywriting without creating an issue of copyright.

What is Copywriting?

Copywriting is the skill of choosing the right words and technique of arranging them smartly to
promote business, product, service, idea, or a person. The selection of words and its
presentation largely depends upon the media through which it is planned to convey. For
example, depending on whether it is a newspaper, magazine, hoarding, radio, television, or
internet, the script will vary accordingly.
However, whatever is the type of media, the purpose of copywriting is the same i.e. promotion.
Therefore, it should be persuasive enough to be instantly attention grabbing.
Elements of Copywriting

Copywriting has some essential elements required to develop a convincing ad. Following are the
significant elements −
•Heading − Headline gives the first impression and lasts on readers’ mind, therefore, it
should be eye-catching. Heading should tell – what it is all about your ad in a very few
words, ranging from 3 to 30 words.
•Body copy − Write body copy in such a way that it seems as the continuity of the
heading. Provide details of all the features and benefits that you are claiming for. The
language should be promising and trustworthy.
•Slogans − Think of "The ultimate driving machine" (BMW); “Just do it” (Nike); "Because
I'm worth it" (L'Oréal), what comes to your mind? The moment, you hear the slogans, you
link it with the respective brand not only because you have heard it many times, but
rather it works. A well-written and effective slogan is a trustworthy brand representative.
However, your slogan should be small and crispy giving meaning to your brand.
•Taglines − Taglines are usually used for literary products to reinforce and strengthen the
audience's memory of a literary product. For example, “she went in search of answers,
and discovered a love she never expected,’ Book Name “Faithful” and Writer - Janet Fox.
Thus, tagline tells the gist of the products for marketing purpose. Like, a slogan, it should
be small and eye-catching.
•Jingle Lyrics − More often accompanied with background music, iingle lyric is a short
slogan, tune, or verse written to be easily remembered (especially used in advertising).
For example, Fanta: "Wanna Fanta, Don’t You Wanna?" It should be small, crisp, and
rhythmic (like a song) so that it registers with people at once and they remember it.
•Scripts (for audio and video ad) −Scripts are the descriptions of an ad that narrates the
dialogues, actions, expression, and movements of characters. Since, script is a complete
guidelines of an ad; therefore, it should be written meaningfully, orderly, and nicely.
•Others − (White Paper, Press Release, & other written material such as emails, articles,
and blog (for the internet)): These are all promotional write-ups written purposefully to
promote a particular product/service. So, while writing white paper, press release, articles,
blog, or even an email you need to focus or emphasize ONLY on one product that you
want to promote. You need to describe all features and offers of the respective product in
simple and plain language.

Art of Copywriting

The basic purpose of an ad is to fascinate people. Only after catching people’s attention, an ad
arises interest and desire to buy the product. Therefore, it should be an eye-catching and
interesting. Copywriters play a very important in the advertising industry, as they are the ones to
choose the right word or phrase to connect with the audience.
Copywriting is the art of creative and persuasive writing that goes a long way to sell the product
or an idea. One of the most traditional, but successful techniques of copywriting is “AIDA” i.e.
Attention, Interest, Desire, and Action.
Copywriting Techniques

Following are the techniques of persuasive copywriting −

•Use Action Words − Such as watch, look, ask, get, etc.
•Use of Buzzwords − Normally, buzzwords are eye-catching such as now, today, etc.
•Use Exciting or Emotive words − Such as amazing, wonderful, beautiful, etc.
•Use Alliteration − Use meaningful words of similar sound. For example, Don’t be vague,
ask for Haig.
•Use Colloquial words − Colloquialisms in copywriting is pretty popular and effective.
For example, ‘Pick ‘n Choose.’
•Use Punctuation − Proper use of punctuations and grammar is an important aspect so
that you can pass the right message.

Pay Attention while Writing Headlines

•Try to keep headline as small as possible (5 to 10 words are ideal).

•Use meaningful and striking words to make heading persuasive.
•Try to use brand name in the headline.
•Stick with the typeface in a headline.

Pay Attention while Writing Subheading

•Subheading should support the headline.

•It should be appealing so that the reader is impressed to read the body copy.
•Use minimum, but meaningful and fascinating words in subheading.

Pay Attention while Writing Body Copy

•Try to keep the sentences in present tense.

•Use simple and familiar words.
•Keep the sentences small, and do not lose the link between the sentences.
•Use singular noun.
•Use active verbs.
•Convey message as if it is a new information to grab attention.
•Avoid using clichés and superlative words.

Protect Yourself From

•Using any vague word or sentence.

•Using many adjectives.
•Copying any others’ sentences (Copyright issue).
•Using unfamiliar words; your target audiences are not language expert.
•Be honest; do not promise something, which is not there.
 •Do not use too many words (avoid wordiness); you have limited space.
•Your message should not be violating anyone’s right or feelings; you have to be honest
and true.

Check Your Progress

•What do you understand by copywriting?

•What is copywriting technique?
•What are the elements of copywriting?’
•What do you need to avoid while copywriting?
•What do you understand by the ‘art of copywriting’?

Broadcast Advertising
Generally speaking, broadcast advertising is radio, television, and Internet advertising. The
commercials aired on radio and televisions are an essential part of broadcast advertising.

The broadcast media like radio and television reaches a wider audience as opposed to the print media.
The radio and television commercials fall under the category of mass marketing as the national as well as
global audience can be reached through it.

The role of broadcast advertising is to persuade consumers about the benefits of the product. It is
considered as a very effective medium of advertising. The cost of advertising on this channel depends on
the time of the commercial and the specific time at which it is aired. For example, the cost of an ad in the
premium slot will be greater than in any other slot.

A radio ad must be aired several times before it actually sinks in the minds of the consumers. Thus the
frequency of the ad is important. The type of your target audience is also important. Therefore, one must
do a research on which type of audience listens to which channels if they want the ads to be successful.
The voice talent in the commercial should be taken keeping in mind the type of audience and the type of
commercial.

The television advertising is usually considered the advertising for the corporate giant, though even the
small businesses can benefit from it. A strong audio and video combination is a must for the success of
the commercial. But it is also important that the audio and video should function well without each other.
For example, if a person is not viewing the TV but just listening to it, s/he should get the idea and vice
versa.

It is extremely important that whatever has been advertised in the commercial is true. For this reason,
organizations such as Federal Trade Commission (FTC) are there to monitor the commercials on television
and radio. This ensures that the advertisers are not making any false claims to lure consumers to buy
their products.

Most of the radio and television advertisements are paid though there are some public service ads which
can be aired for free. The advertisers usually have to pay for the spot which lasts for 30 seconds. In rare
cases, this spot can increase to 60 seconds too.

These days radio and television ads are prepared by advertising agencies for their clients. They
understand the need of the client and make the commercial keeping in mind the current state of affairs.
Broadcast advertising has become a very essential part of marketing in recent times. Companies allocate
specific budget for radio and television ads and make an estimate of how much revenue they can earn
through broadcast advertising. For example, marketing consultants are hired to determine the return on
investment (ROI) for spending on radio and television ads. Sometimes the marketing consultants of these
businesses run sample ads to judge its popularity among the viewers.

Internet or online advertising uses the Internet or the World Wide Web for the purpose of attracting
consumers to buy their product and services. Examples of such advertising include ads on search engine
result pages, rich media ads, banner ads, social network advertising, and email marketing and so on.
Online advertising has its benefits, one of them being immediate publishing of the commercial and the
availability of the commercial to a global audience. But along with the benefits come the disadvantages
too. These days, advertisers put distracting flashing banners or send across email spam messages to the
people on a mass scale. This can annoy the consumers and even the real ads might get ignored in the
process. Therefore, ethics in advertising is very important for it to be successful.

Whatever the mode of advertising, broadcast advertising is an inherent part of any advertising campaign
these days.

Advertising Campaigns - Meaning and its Process

Advertising campaigns are the groups of advertising messages which are similar in nature. They share
same messages and themes placed in different types of medias at some fixed times. The time frames of
advertising campaigns are fixed and specifically defined.

The very prime thing before making an ad campaign is to know-

Why you are advertising and what are you advertising ?

Why refers to the objective of advertising campaign. The objective of an advertising campaign is to

Inform people about your product

 Convince them to buy the product

Make your product available to the customers

The process of making an advertising campaign is as follows:

1.Research: first step is to do a market research for the product to be advertised. One needs to
find out the product demand, competitors, etc.

2.Know the target audience: one need to know who are going to buy the product and who
should be targeted.

3.Setting the budget: the next step is to set the budget keeping in mind all the factors like media,
presentations, paper works, etc which have a role in the process of advertising and the places
where there is a need of funds.

4.Deciding a proper theme: the theme for the campaign has to be decided as in the colors to be
used, the graphics should be similar or almost similar in all ads, the music and the voices to be
used, the designing of the ads, the way the message will be delivered, the language to be used,
jingles, etc.

5.Selection of media: the media or number of Medias selected should be the one which will
reach the target customers.

6.Media scheduling: the scheduling has to be done accurately so that the ad will be visible or be
read or be audible to the targeted customers at the right time.

7.Executing the campaign: finally the campaign has to be executed and then the feedback has to
be noted.

Mostly used media tools are print media and electronic media. Print media includes newspaper,
magazines, pamphlets, banners, and hoardings. Electronic media includes radio, television, e-mails,
sending message on mobiles, and telephonic advertising. The only point to remember is getting a proper
frequency for the ad campaign so that the ad is visible and grasping time for customers is good enough.

All campaigns do not have fix duration. Some campaigns are seasonal and some run all year round. All
campaigns differ in timings. Some advertising campaigns are media based, some are area based, some
are product based, and some are objective based. It is seen that generally advertising campaigns run
successfully, but in case if the purpose is not solved in any case, then the theory is redone, required
changes are made using the experience, and the remaining campaign is carried forward.