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DEFINITIONS
 American Marketing Association, Chicago:
“any paid form of non-personal presentation
of ideas, goods & services by an identified
sponsor”
 John .E.Kennedy, 1905; “salesmanship in
printing”
 Chris Jacques ; “advertising is the business of
creative thinking for commercial advantage”
The Marketing Communications
Mix
Advertising Any
AnyPaid
PaidForm
FormofofNonpersonal
Advertising
Nonpersonal
Presentation
Presentation by anIdentified
by an Identified
Sponsor.
Sponsor.

Short-term Incentives to
Sales Promotion Encourage Trial or Purchase.

Protect and/or Promote

Public Relations Company’s Image/products.

Selling
Personal Selling
Personal
Personal Presentations.

Direct Communications
Direct Marketing With Individuals to Obtain
an Immediate Response.
 Elements in the
Communication Process

Message
SENDER RECEIVER
Encoding
Encoding Decoding
Decoding
Media

Noise

Feedback Response
Communication process
 source is the marketer or public policy maker
 receiver is the consumer
 message is the content
 medium is the channel used to convey the

content
 consumers talk too: feedback
 noise disrupts the communication
Marketing communication strategies
 message strategy
◦ information content
◦ creative form
 media strategy
◦ medium used
◦ aperture
Message strategy
 information content
◦ appropriate for stage in purchase process
◦ depth of information must be suitable
 for level of involvement
 for level of cognitive effort
 creative strategy
◦ informational, rational
◦ emotional, transformational
Media strategy
 message through the right medium at the
right time
 medium used

◦ must support message strategy

◦ integrated media
 aperture
◦ must deliver at appropriate time in purchase
process
◦ interactive media to allow consumer to solicit
information at preferred time
Communication models in marketing
 1. Aristotle’s model
 2. The Shannon-Weaver Model
 3. Wilbur Schramm’s Model
 4. The Lasswell Formula
 5. Kellman’s source characteristics model
 6. Step flow / personal influence model…
 7. Innovation theory and relational exchange
DAGMAR Model

 DAGMAR is Defining Advertising Goals for

Measured Advertising Results. It is basically
an approach to advertising planning and a
precise method for selecting and quantifying
goals and for using those goals to measure
performance.
Cont…
 An advertising objective involves a
communication task, intended to create
awareness, impart information, develop
attitudes or induce action. In the DAGMAR
approach, the communication task is based
on a specific model of the communication
process, as shown.
Cont…
 Dagmar
External factors of communication
 Intensity
 Size
 Repetition
 Contrast
 Movement
 Semantic differential
Effectiveness of communication
 1. Identifying the target audience
 Familiarity scale
 Favorability scale
 2. determination of the communication

objectives
 Response Hierarchy Models
AIDA Hierarchy-of- Innovation- Communi-
stages Effects Adoption cations
Model a Model b Model c Model d

Awareness Exposure
Cognitive Awareness Reception
stage Attention
Knowledge Cognitive
response
Liking Interest Attitude
Interest
Affective Preference
stage
Desire Conviction Evaluation Intention

Trial
Behavior Action Purchase Behavior
stage Adoption
Cont…
 3. Designing the message
 AIDA
 4M’s
 3(A). Message content…
 Appeals
Advertising Appeals
 An advertising appeal refers to the approach
used to attract the attention of consumers
and/or to influence their feelings toward the
product, service, or cause. It's something that
moves people, speaks to their wants or need,
and excites their interest..
Types
 Rational Appeals
 Focus on the consumer’s practical, functional,

or utilitarian need for the product or service

and emphasize features of a product or
service and/or benefits or reasons for owning
or using a particular brand
Print media is well-suited for rational appeals.
Used by business-to-business advertisers.
Well-suited for complex and high involvement
products
Emotional Appeal

 This relates to the customers’ social and/or

psychological needs for purchasing a
product or service. This appeal is so
effective because many consumers’ motives
for purchase decisions are emotional. Many
advertisers believe an emotional appeal to
work better at selling brands that do not
differ markedly from competing brands.
Positive emotional appeal

 Love
 Humor
 Pride
 Prestige
 Joy
 Playfulness
 Friendship
 relationship
Negative emotional appeal

 Fear
 Guilt
 Shame
Moral appeals:

Are directed to your sense of judgment

between the right and the wrong.
 Mostly used in social awareness advertising.
Cont….
 3(B) Message structure
 Conclusion drawing
 Pattern of arguments
 Order of presentation
3(c) message format
 Print ad- headline, copy , illustration & colour
 Radio ad-
 Television ad-
 Package designing
3(d) Message source
 Expertise
 Trustworthiness
 Likability
Cont….
 4. Selection of the communication channels
 Personal:
1. Advocate
2. Expert
3. Social
 nonpersonal:
1. Media
2. Atmosphere
3. Events
Cont…
 5. Establishing the total communications
budget:
1. Affordable
2. Percentage of sales
3. Competitive parity
4. Objective and task
6. The promotions-mix

 8 elements:-
1. The degree of control i.e, needed in terms
of how the messsage is delivered.
2. The financial resources that are available.
3. The credibility of each tool In the eyes of
buyers.
4. The size of target markets & their
geographic spread
Cont….
 5. the nature of market & product
 6. whether a push or pull strategy should be

used.
 7. the stage reached by the product
 The buyer’s readiness stage.
Cont…
 7. The ways in which the elements of
promotion mix are to be integrated to
marketing mix

 8. Measuring the results of the campaign.

Developing IMC program-steps
1) creation of 2) Creative 3) Creative strategic
central theme for strategic planning implementation&
IMC campaign development evaluation

4) Media
5) Selection of
planning &
optimal media
strategy

6) Propositions 7) Evaluation of 8) Deployment of

of various different media direct marketing
mediums effectiveness in IMC program

10) Deployment of 9) Deployment

sales promotion of internet as a
techniques promotion tool

11) Developing
12) Deploying
public
personal selling as
relations/publicity
&advertising a promotional tool
Ethics in advertising
 Is a choice between good & bad
 Governed by a set of principles of morality at

a given time & at a given place.

 In order to enforce an ethical code we have

the Advertising Standards Council of India

(ASCI).
Role of advertising
 Economic : all advertisement has to do sell a
product/ services.
 Advertisement accomplish by communicating
properly & effectively, by communicating to
right people, by communicating the right
message, put across through brilliant &
persuasive language, making use of appeals
to different human motives.
Cont…
 Social :advertisement is a mirror of the
society in which it operates. It reflects the
cultural values of that society.
 Successful advertising is consistent with the
cultural values of a given society.
 It has improved our standard of living
 It protects the consumers by educating them
& by forcing the manufacturers to maintain a
quality & be fair.
Cont..
 Psychological: Ad is closely linked to
consumer behaviour.
 It affects the personality of the consumer, his

convey of self, his attitudes, beliefs &

opinions, his life-cycle& life-style etc…
 The Five Ms of Advertising
Message
Money Message generation
Factors to Message evaluation
consider: and selection
Mission Message execution Measure-
Stage in PLC
ment
Sales Social-responsibility
goals Market share review
and con- Communi-
sumer base cation
Adver- Media impact
tising Competition
objectives Reach, frequency, Sales
and clutter impact impact
Advertising Major media types
frequency Specific media
vehicles
Product
substituta- Media timing
bility Geographical
media allocation