Advertising and Promotion Management –

Week 1 Summary

1. Definition of Marketing
Marketing is a strategic process that involves identifying, anticipating, and satisfying
customer needs profitably. Different perspectives include:
●​ American Marketing Association (AMA):
○​ Focuses on planning and executing the 4 Ps (Product, Price, Promotion,
Place) to facilitate exchanges that fulfill organizational and consumer
objectives.
●​ Philip Kotler:
○​ Defines marketing as a blend of science and art, emphasizing value
creation by identifying unmet needs and quantifying market potential.
●​ Jerome McCarthy:
○​ Views marketing as directing the flow of goods and services from
producers to consumers.

Core Marketing Concepts

1.​ Needs, Wants, and Demands

○​ Needs: Basic human requirements (food, shelter).
○​ Wants: Culturally influenced desires (e.g., pizza instead of rice).
○​ Demands: Wants backed by purchasing power.
2.​ Value and Satisfaction
○​ Customers weigh benefits (quality, experience) against costs (money,
time).
3.​ Exchange
○​ The fundamental marketing concept where both parties (business and
consumer) gain value.

2. The 4 Ps of Marketing (Marketing Mix)

Introduced by McCarthy (1960s), the marketing mix consists of controllable tools to
achieve marketing objectives:

1. Product

●​ Tangible goods or intangible services offered to consumers.

●​ Components:
○​ Product Line (e.g., Apple’s iPhone, iPad, MacBook).
○​ Quality (perceived value and durability).
○​ Design (aesthetics and functionality, e.g., Tesla cars).
○​ Features (unique selling points).
○​ Brand Name (identity and trust, e.g., Nike).

2. Price

●​ The monetary value assigned to a product.

●​ Pricing strategies include:
○​ List Price (base price).
○​ Discounts (seasonal, bulk).
○​ Payment Terms (installments, credit options).

3. Place (Distribution)

●​ Ensures product availability where consumers can access it.

●​ Includes:
○​ Channels (direct sales, retailers, e-commerce).
○​ Inventory Management (stock optimization).
○​ Transport & Logistics (e.g., Amazon’s same-day delivery).

4. Promotion

●​ Communication strategies to inform and persuade consumers.

●​ Includes:
○​ Advertising (TV, digital ads).
○​ Sales Promotion (coupons, discounts).
○​ Public Relations (brand image management).
○​ Personal Selling (direct salesforce).
○​ Direct Marketing (emails, SMS).
3. The 4 Cs of Marketing (Customer-Centric View)
Proposed by Lauterborn (1990s), this model shifts focus from the seller to the buyer:

4 Ps (Seller’s View) 4 Cs (Customer’s View)

Product Customer Needs & Wants

Price Cost to Satisfy

Place Convenience to Buy

Promotion Communication

●​ ​
Example:
○​ Product → Customer Solution: Instead of just selling a phone, Apple sells
an ecosystem (iCloud, App Store).
○​ Price → Cost: Beyond the price tag, customers consider time, effort, and
emotional cost.

4. Advertising: Definition and Evolution

Definition

●​ AMA: "Paid, non-personal communication by an identified sponsor."

●​ Key Characteristics:
○​ Paid: Unlike publicity, advertisers pay for media space.
○​ Non-Personal: Targets mass audiences (not one-on-one).
○​ Persuasive: Aims to influence behavior.

Historical Evolution

●​ Pre-Printing Era (Before 1440): Oral announcements, symbols.

●​ Print Era (1440s): Gutenberg’s printing press → first print ad (1477).
●​ Industrial Revolution: Mass production → rise of branding (e.g., Coca-Cola).
●​ 20th Century:
 ○​ Radio (1920s) & TV (1950s) ads.
○​ Creative Revolution (1960s-70s): Ogilvy, Bernbach (emotional branding).
●​ Digital Age (1990s-Present):
○​ Internet & Social Media: Hyper-targeted ads (Google, Facebook).
○​ AI & Big Data: Personalized marketing (Netflix recommendations).

Indian Advertising Trends

●​ Post-Independence (1947): Shift from British to Indian agencies.

●​ 1980s-90s: Rise of emotional storytelling (e.g., Amul’s topical ads).
●​ 2000s-Present: Digital dominance (Flipkart, Zomato ads).

5. Promotion Mix & Strategies

Components

1.​ Advertising (Mass media).

2.​ Sales Promotion (Short-term incentives).
3.​ Public Relations (Reputation management).
4.​ Personal Selling (Direct customer interaction).
5.​ Direct Marketing (Emails, SMS).

Push vs. Pull Strategies

Push Strategy Pull Strategy

Targets intermediaries (retailers). Targets end consumers.

Uses trade discounts, personal selling. Uses mass advertising, branding.

Example: Pharma reps promoting to doctors. Example: Nike’s "Just Do It" campaign.

6. Product Life Cycle (PLC)

1.​ Introduction: Low sales, high marketing costs (e.g., Tesla Cybertruck).
 2.​ Growth: Rising demand (e.g., smartphones in 2010s).
3.​ Maturity: Market saturation (e.g., Coca-Cola).
4.​ Decline: Sales drop (e.g., DVD players).

PLC Variations

●​ Fads: Short-lived trends (e.g., fidget spinners).

●​ Fashions: Cyclical popularity (e.g., retro clothing).

7. Branding
●​ Definition: A name, symbol, or design that differentiates a product (AMA).
●​ Functions:
○​ Builds loyalty (Apple fans).
○​ Creates perceived value (Rolex = luxury).
○​ Protects against competition.

Brand Equity

●​ The value a brand adds beyond functional benefits (e.g., Nike’s association with
athleticism).

8. Key Trends (Wells’ Adaptive Marketing)

1.​ Media & Tech Proliferation:
○​ Digital ads, AI-driven personalization.
2.​ Relationship Marketing:
○​ Focus on long-term engagement (e.g., Starbucks Rewards).
3.​ Mass Customization:
○​ Personalized products (e.g., Nike ID).

9. Challenges in Advertising
●​ Ethical Issues: Misleading ads, stereotypes.
●​ Regulations: ASCI guidelines in India.
●​ Ad Fraud: Fake clicks, bot traffic.
●​ Privacy Concerns: Data misuse (GDPR compliance).
Detailed Summary of Advertising and
Promotion Management – Week 2

1. Understanding Communication

Definition of Communication

●​ Derived from the Latin word communis (meaning "common"), communication

involves sharing ideas, information, or emotions using symbols, words, or
visuals.
●​ Key Definitions:
○​ Shimp & Delozier: "Sharing a common meaning."
○​ Donald Baack: "A message reaching its destination in a form understood
by the audience."
●​ Marketing Communication: A two-way interactive dialogue between a company
and its audience, influencing perceptions and behaviors.

Communication Process (7 Steps)

1.​ Idea Formation

○​ The sender develops a thought, instruction, or message influenced by
culture, mood, and context.
2.​ Encoding
○​ Converting the idea into a transmittable format (words, symbols, images).
3.​ Channel Selection
○​ Choosing the medium (digital, traditional, interpersonal).
4.​ Message Transmission
○​ Sending the message via the selected channel (e.g., email, TV ad).
5.​ Message Reception
○​ The receiver notices and acknowledges the message.
6.​ Message Decoding
○​ The receiver interprets the message based on language, culture, and prior
knowledge.
7.​ Feedback
○​ The receiver responds, allowing the sender to assess message clarity and
effectiveness.
Basic Model of Communication

●​ Participants: Sender (source) and receiver.

●​ Tools: Message and channel.
●​ Processes: Encoding, decoding, response, feedback.
●​ Noise: External interference (e.g., distractions, language barriers).

2. Marketing Communication Flow

1. External Flow

●​ Targets customers, competitors, government agencies, and influencers.

●​ Tools: Advertising, PR, direct marketing, sales promotions.

2. Internal Flow

●​ Involves employees, departments, and stakeholders.

●​ Ensures alignment on new products, pricing, and distribution strategies.

3. Integrated Marketing Communication (IMC)

Definition

●​ AAAA: "A strategic plan that combines disciplines (advertising, PR, sales
promotions) for clarity, consistency, and maximum impact."
●​ Key Aspects:
○​ Coordinates all promotional tools.
○​ Ensures a unified brand image.
○​ Uses data-driven strategies for customer engagement.

Evolution of IMC

●​ 1980s: Shift from ad-centric strategies to integrating PR, direct marketing, and
promotions.
●​ 1990s-Present: Digital integration (social media, AI-driven personalization).

IMC Tools

1.​ Advertising (Paid mass media)

2.​ Direct Marketing (Personalized outreach)
 3.​ Interactive/Internet Marketing (Social media, AI chatbots)
4.​ Sales Promotion (Discounts, loyalty programs)
5.​ Publicity (Media coverage)
6.​ Public Relations (Reputation management)
7.​ Personal Selling (Face-to-face persuasion)

Importance of IMC

1.​ Boosts Sales

2.​ Enhances Brand Awareness
3.​ Provides Product Information
4.​ Improves Efficiency (Streamlined campaigns)
5.​ Expands Market Reach
6.​ Creates Consistent Brand Experience
7.​ Adapts to Trends
8.​ Engages Customers (Interactive content)

IMC Planning Process (7 Steps)

1.​ Review Marketing Plan (Objectives, audience).

2.​ Analyze Promotional Situation (Internal/external factors).
3.​ Study Communication Process (Effective channels).
4.​ Set Budget (Resource allocation).
5.​ Develop IMC Program (Strategies for each tool).
6.​ Implement Strategies (Ad creation, media buying).
7.​ Monitor & Evaluate (Performance metrics).

4. Positioning in Marketing

Definition

●​ Rosser Reeves: "Selecting a unique selling proposition (USP) for maximum

sales."
●​ Philip Kotler: "The act of designing a company’s offering to occupy a distinct
place in consumers’ minds."

Positioning Strategies
By Ries & Trout
1.​ Strengthen Current Position (Reinforce existing perception).
2.​ Grab Unoccupied Position (Fill market gaps).
3.​ De-position Competitors (Highlight rivals’ weaknesses).
4.​ Re-positioning (Revitalize brand image).
5.​ Product Ladders (Rank brands in consumers’ minds).

By Treacy & Wiersema

1.​ Product Leadership (Innovation-focused, e.g., Apple).
2.​ Operational Excellence (Cost efficiency, e.g., Walmart).
3.​ Customer Intimacy (Personalized service, e.g., Amazon).

By Subroto Sengupta
●​ Answer:
○​ Who am I? (Brand identity).
○​ What am I? (Functional benefits).
○​ For whom? (Target audience).
○​ Why me? (Competitive edge).

Positioning Approaches

1.​ Attributes & Benefits (Highlight unique features).

2.​ Price/Quality (Luxury vs. budget positioning).
3.​ User Application (Product usage context).
4.​ Product Class (Competing outside category, e.g., Tesla vs. luxury cars).
5.​ Competitor-Based (Direct comparisons, e.g., Pepsi vs. Coke).
6.​ Cultural Symbols (Leveraging traditions, e.g., Amul’s topical ads).
7.​ Repositioning (Reviving declining brands).

Positioning Errors (Kotler)

1.​ Under-Positioning (Vague brand image, e.g., Tata Nano).

2.​ Over-Positioning (Narrow perception, e.g., Apple = expensive).
3.​ Confused Positioning (Mixed messages, e.g., Airtel’s inconsistent ads).
4.​ Doubtful Positioning (Unbelievable claims, e.g., fairness creams).

Fixing Positioning

●​ Points-of-Parity (POP): Shared attributes (e.g., ATMs for banks).

●​ Points-of-Difference (POD): Unique benefits (e.g., Volvo = safety).
5. Bowman’s Strategy Clock
A model for competitive positioning based on price vs. perceived value:

Position Strategy Example

1. Low Price/Low Value Cheap, low-quality goods. Dollar-store products.

2. Low Price Cost leadership (Walmart). Walmart’s everyday low

prices.

3. Hybrid Affordable yet high-value. IKEA (quality +

affordability).

4. Differentiation Premium value, moderate price. Starbucks.

5. Focused Luxury/niche (high price, high Rolex.

Differentiation value).

6. Risky High Margins Overpriced without added value. Early iPhone competitors.

7. Monopoly Pricing Exploitative pricing (no Pharma monopolies.

alternatives).

8. Loss of Market Share Low value at standard price. Outdated tech products.

Key Takeaways
1.​ Communication is the backbone of marketing, requiring clarity and feedback.
2.​ IMC integrates tools (ads, PR, sales promotions) for unified messaging.
3.​ Positioning defines a brand’s unique place in the market.
4.​ Bowman’s Clock helps strategize competitive pricing and value.
Detailed Summary of Advertising and
Promotion Management – Week 3

Lecture 11: Classification of Advertising

1. Product Advertising

●​ Focuses on promoting specific products/services by highlighting features,

benefits, and USPs.
●​ Goal: Create awareness, stimulate interest, and drive purchases (e.g., Apple’s
iPhone ads).

2. Institutional Advertising

●​ Promotes a company’s image, values, or reputation rather than products.

●​ Example: Tata’s CSR campaigns.

3. Primary Demand Advertising

●​ Aims to create demand for a new product category (e.g., electric vehicles in early
stages).

4. Selective/Competitive Advertising

●​ Targets established markets to differentiate a brand (e.g., Pepsi vs. Coke).

5. Comparative Advertising

●​ Directly compares brands (e.g., Burger King’s “Whopper Detour” campaign

mocking McDonald’s).

6. Co-operative Advertising

●​ Jointly funded by manufacturers and retailers (e.g., Nike and Foot Locker
collaborations).

7. Commercial vs. Non-Commercial Advertising

 ●​ Commercial: Profit-driven (e.g., Amazon sales ads).
●​ Non-Commercial: Social causes (e.g., UNICEF’s child welfare campaigns).

8. Direct Action Advertising

●​ Urges immediate response (e.g., “Buy now, 50% off!”).

Lecture 12: History of Advertising

1. Pre-Printing Period (Before 15th Century)

●​ Oral announcements, town criers, and visual signs (e.g., medieval shop symbols).

2. Early Printing Period (15th–19th Century)

●​ Gutenberg’s press (1440s) enabled mass communication.

●​ First print ad (1477) for a book by William Caxton.

3. Industrial Revolution (1840–1900)

●​ Mass production led to brand differentiation (e.g., Coca-Cola’s 1886 ads).

●​ Newspapers and magazines became key ad platforms.

4. Consolidation (1900–1925)

●​ Professionalization of ad agencies.
●​ Radio ads emerged (e.g., 1920s jingles).

5. Scientific Development (1925–1945)

●​ Psychology-driven ads (Pavlovian conditioning).

●​ Market research gained importance.

6. Modern Era (1945–Present)

●​ TV ads (1950s), digital ads (1990s), and AI-driven personalization (2020s).

●​ Example: Google’s targeted ads using big data.

Lecture 13: Theories of Advertising

1. Strong vs. Weak Theory

●​ Strong Theory: Ads change attitudes and behaviors (AIDA model: Awareness →
Interest → Desire → Action).
●​ Weak Theory: Ads reinforce existing preferences (e.g., loyal Coke buyers ignore
Pepsi ads).

2. Advertising to Children (Laczniak & Carlson)

●​ Key Insights:
○​ Kids under 7 can’t distinguish ads from entertainment.
○​ Ethical concerns led to regulations (e.g., bans on junk food ads).

3. Gender Roles in Advertising

●​ Traditional Stereotypes:
○​ Women: Homemakers (e.g., detergent ads).
○​ Men: Breadwinners (e.g., car ads).
●​ Modern Shifts: Gender-neutral campaigns (e.g., Dove’s “Real Beauty”).

Lecture 14: Segmentation & Targeting

1. Segmentation Types

●​ Geographic: Regions/climates (e.g., sunscreen ads in coastal areas).

●​ Demographic: Age, income (e.g., luxury ads for high-income groups).
●​ Psychographic: Lifestyle (e.g., Harley-Davidson targeting rebels).
●​ Behavioral: Usage rates (e.g., frequent flyer programs).

2. VALS Framework (Psychographic Segmentation)

●​ 8 Segments: Innovators, Thinkers, Achievers, Survivors, etc.

●​ Example: Tesla targets Innovators (high-resource, tech-savvy).

3. Targeting Strategies

●​ Undifferentiated: One product for all (e.g., salt).

●​ Differentiated: Customized for segments (e.g., Unilever’s shampoo variants).
●​ Niche: Focused on small groups (e.g., organic skincare).
4. Advertising Strategies

●​ USP (Unique Selling Proposition): Highlight a distinct benefit (e.g., Domino’s

“30-minute delivery”).
●​ Brand Image: Emotional connection (e.g., Nike’s “Just Do It”).
●​ Positioning: Differentiation (e.g., Volvo = safety).

Lecture 15: Consumer Perception

1. Perceptual Process

1.​ Selective Attention: Notice relevant ads (e.g., pet owners seeing pet food ads).
2.​ Selective Comprehension: Interpret based on beliefs (e.g., eco-friendly packaging
= “green” product).
3.​ Selective Retention: Remember appealing messages (e.g., catchy jingles).

2. Perceptual Mapping

●​ Visualizes brand positioning (e.g., luxury vs. affordable cars on a price-quality

graph).

3. Attribution Theory

●​ Self-Perception: Attitudes shaped by past actions (e.g., “I bought this, so I must

like it”).
●​ Object/Person Perception: Judging brands/people based on actions (e.g.,
frequent discounts = low quality).

4. Perceived Risks

●​ Financial: “Is this overpriced?”

●​ Social: “Will my friends approve?”
●​ Functional: “Will it work?”

Key Takeaways
1.​ Advertising Types: From product-focused to institutional.
2.​ Historical Evolution: Oral → digital → AI-driven.
3.​ Theories: Strong (persuasion) vs. Weak (reinforcement).
4.​ Segmentation: Geographic, demographic, psychographic.
5.​ Perception: Shapes brand loyalty and purchase decisions.

Comprehensive Summary of Advertising

and Promotion Management – Week 4

Lecture 16: AIDA Model

Concept & Evolution

●​ Definition: AIDA (Attention → Interest → Desire → Action) outlines the consumer

journey from awareness to purchase.
●​ Historical Contributors:
○​ 1893: Joseph Addison Richards applied AIDA practically.
○​ 1898: E. St. Elmo Lewis formalized it as a sales funnel.
○​ 1904: Frank Dukesmith added "Conviction."
○​ 1921: C. P. Russell popularized the acronym.

Stages Explained

1.​ Attention (Awareness)

○​ Goal: Capture consumer attention (e.g., bold headlines, striking visuals).
○​ Example: Apple’s minimalist iPhone ads stand out in cluttered markets.
2.​ Interest
○​ Goal: Educate consumers about benefits (e.g., demo videos, infographics).
○​ Example: Tesla’s Cybertruck reveal video highlighting durability.
3.​ Desire
○​ Goal: Create emotional connection (e.g., storytelling, aspirational
imagery).
○​ Example: Coca-Cola’s "Share a Coke" campaign personalizing bottles.
4.​ Action
○​ Goal: Drive conversions (e.g., "Buy Now" buttons, limited-time offers).
○​ Example: Amazon’s "Prime Day" countdown timers.

Application in Consumer Decision-Making

 ●​ Total Set: All available brands (e.g., 10 laptop brands).
●​ Awareness Set: Brands consumers recognize (e.g., Apple, Dell).
●​ Consideration Set: Shortlisted brands (e.g., Dell vs. HP).
●​ Purchase Set: Final choice (e.g., Dell XPS).
Limitation: Linear model may not account for impulse buys or digital-era multitasking.

Lecture 17: DAGMAR Model

Core Principles

●​ Developed by Russell Colley (1961), focuses on measurable communication

goals (ACCA framework):
1.​ Awareness: Brand recognition (e.g., "70% of millennials recognize Brand
X").
2.​ Comprehension: Understand product benefits (e.g., "Dove = moisturizing
soap").
3.​ Conviction: Emotional preference (e.g., "Volvo = safest car").
4.​ Action: Purchase or engagement (e.g., "Download app now").

Key Features

●​ SMART Objectives:
○​ Specific: "Increase awareness from 30% to 50% in 6 months."
○​ Measurable: Pre- and post-campaign surveys.
○​ Targeted: Defined audience (e.g., "Urban women aged 25–34").

Case Study: "Share a Coke" Campaign

●​ Objective: Boost sales and youth engagement.

●​ Results:
○​ 7% rise in teen consumption (Australia).
○​ 1 billion+ social media impressions.
○​ Cannes Lions awards.

Criticisms

1.​ Hierarchy Flaws: Ignores impulse purchases (e.g., candy at checkout).

2.​ Costly Implementation: Requires extensive research.
3.​ Creativity Constraints: Overemphasis on metrics may stifle innovation.
 Lecture 18: Hierarchy of Effects Model

Stages (Lavidge & Steiner, 1961)

1.​ Cognitive (Thinking):

○​ Awareness: Brand recognition (e.g., "Nike’s swoosh").
○​ Knowledge: Product details (e.g., "iPhone’s camera specs").
2.​ Affective (Feeling):
○​ Liking: Emotional appeal (e.g., Disney’s "Happiest Place on Earth").
○​ Preference: Differentiation (e.g., "Mac vs. PC" ads).
○​ Conviction: Trust (e.g., "Colgate = dentist-recommended").
3.​ Conative (Action):
○​ Purchase: Conversion (e.g., "Shop now" prompts).

Criticisms

●​ Oversimplification: Ignores cultural differences (e.g., collectivist societies

prioritize group opinions).
●​ Post-Purchase Gap: Doesn’t address loyalty or word-of-mouth.

Lecture 19: DRIP Model

Components (Chris Fill, 2002)

1.​ Differentiate
○​ Highlight USP (e.g., "Patagonia = sustainable outdoor gear").
2.​ Reinforce
○​ Consistency across touchpoints (e.g., McDonald’s golden arches globally).
3.​ Inform
○​ Educate (e.g., IKEA’s assembly instructions).
4.​ Persuade
○​ Call-to-action (e.g., "Limited stock! Buy now").

Analogy to Drip Irrigation

 ●​ Gradual Engagement: Like slow watering, DRIP builds relationships over time
(e.g., email nurture campaigns).

Lecture 20: Information Processing Model

Atkinson & Shiffrin’s Memory Stages

1.​ Sensory Memory

○​ Brief retention (1–2 secs) of stimuli (e.g., jingles).
2.​ Short-Term Memory
○​ Active processing (e.g., remembering a promo code temporarily).
3.​ Long-Term Memory
○​ Permanent storage (e.g., nostalgic ads like "Cadbury = happiness").

McGuire’s Persuasion Steps

1.​ Exposure → Attention → Comprehension → Yielding → Retention → Behavior.

○​ Example: A car ad must first grab attention (visuals), explain features
(comprehension), and convince (safety stats).

Marketing Applications

●​ Encoding: Use symbols (e.g., Nike’s "Just Do It").

●​ Retrieval: Trigger recall via cues (e.g., "Remember the Marlboro Man").
●​ Overload Risk: Simplify messages (e.g., Google’s clean homepage).

Key Takeaways
1.​ AIDA/DAGMAR: Linear consumer journeys; best for structured campaigns.
2.​ Hierarchy of Effects: Balances rational and emotional appeals.
3.​ DRIP Model: Long-term relationship-building.
4.​ Information Processing: Align ads with memory mechanisms for better recall.
Practical Tip: Combine models—use AIDA for quick conversions and DRIP for brand
loyalty. For example, Tesla uses AIDA for product launches ("Cybertruck reveal") and
DRIP for ongoing engagement ("Tesla Master Plan" blogs).
Comprehensive Summary of Advertising and
Promotion Management – Week 5
Lecture 21: Elaboration Likelihood Model (ELM)

Concept & Key Contributors

●​ Developed by Petty & Cacioppo (1980), ELM explains how persuasion works
based on cognitive effort.
●​ Core Premise: Consumers process ads via two routes depending on their
motivation and ability to engage.

Two Routes to Persuasion

1.​ Central Route (High Elaboration)

○​ Process: Deep cognitive engagement; evaluates message arguments.
○​ Conditions: High involvement (e.g., buying a car), strong motivation/ability.
○​ Outcome: Durable attitude change (e.g., Apple’s detailed iPhone specs).
2.​ Peripheral Route (Low Elaboration)
○​ Process: Superficial cues (e.g., celebrity endorsements, jingles).
○​ Conditions: Low involvement (e.g., buying toothpaste), distractions.
○​ Outcome: Temporary attitude shift (e.g., Coca-Cola’s emotional ads).

Determinants of Route Selection

●​ Motivation: Personal relevance (e.g., health products for fitness enthusiasts).

●​ Ability: Knowledge/time to process (e.g., tech-savvy users analyzing gadget
reviews).
●​ Opportunity: Distractions (e.g., ads during a busy commute).

Assumptions

●​ Attitudes formed via the central route are more resistant to change and predict
behavior better.
●​ Example: A car buyer (high involvement) focuses on fuel efficiency (central
route), while a snack buyer (low involvement) picks based on packaging
(peripheral route).
Lecture 22: Innovation Adoption Model

Diffusion vs. Adoption

●​ Diffusion: Macro-level spread of innovation (e.g., electric vehicles in India).

●​ Adoption: Micro-level consumer decision stages (e.g., Tesla’s customer journey).

Adopter Categories (Rogers’ Framework)

1.​ Innovators (2.5%): Risk-takers (e.g., tech enthusiasts buying VR headsets early).
2.​ Early Adopters (13.5%): Opinion leaders (e.g., influencers using new skincare).
3.​ Early Majority (34%): Pragmatists (e.g., families adopting hybrid cars).
4.​ Late Majority (34%): Skeptics (e.g., seniors switching to smartphones).
5.​ Laggards (16%): Traditionalists (e.g., holdouts using feature phones).

Key Innovation Characteristics

1.​ Relative Advantage: Perceived improvement (e.g., WhatsApp over SMS).

2.​ Compatibility: Fits lifestyle (e.g., UPI matching India’s cashless trend).
3.​ Complexity: Ease of use (e.g., Instagram vs. professional photo editors).
4.​ Trialability: Free samples (e.g., Netflix’s 1-month trial).
5.​ Observability: Visible benefits (e.g., Dettol’s germ-kill ads).

Adoption Process Stages

1.​ Awareness: Learns product exists (e.g., seeing a Tesla ad).

2.​ Interest: Seeks info (e.g., reading EV reviews).
3.​ Evaluation: Compares alternatives (e.g., Tesla vs. Hyundai).
4.​ Trial: Test drive/usage.
5.​ Adoption/Rejection: Final decision.
Example:
●​ Awareness: Tesla’s viral Cybertruck launch.
●​ Trial: Free supercharging for test drives.

Lecture 23: FCB Grid & Kim-Lord Grid

FCB Grid (Vaughn, 1980)

 ●​ Two Dimensions: Involvement (High/Low) × Thinking/Feeling.
●​ Four Quadrants:
1.​ Informative (High Think): Rational ads (e.g., Dell laptops).
2.​ Affective (High Feel): Emotional ads (e.g., Nike’s "Just Do It").
3.​ Habit (Low Think): Routine buys (e.g., Colgate toothpaste).
4.​ Self-Satisfaction (Low Feel): Impulse buys (e.g., Cadbury chocolates).

Digital Alignment with FCB

●​ Quadrant 1 (Thinkers): LinkedIn/Google Ads (detailed info).

●​ Quadrant 2 (Feelers): Instagram/YouTube (emotional storytelling).

Kim-Lord Grid

●​ Adds Affective vs. Cognitive Involvement:

○​ High Cognitive: Cameras (tech specs).
○​ High Affective: Perfumes (emotional appeal).

Lecture 24: Lasswell’s Communication Model

Five Components

1.​ Who: Sender (e.g., Apple’s marketing team).

2.​ Says What: Message (e.g., "iPhone 15: Pro Camera").
3.​ In Which Channel: Medium (e.g., YouTube ads).
4.​ To Whom: Target audience (e.g., tech enthusiasts).
5.​ With What Effect: Impact (e.g., sales spike).
Application:
●​ Channel Selection: TikTok for Gen Z, newspapers for seniors.

Lecture 25: Multi-Attribute Attitude Models (MAAMs)

Key Components

1.​ Evaluative Criteria: Attributes consumers value (e.g., phone battery life).
2.​ Importance Weights: Priority of attributes (e.g., camera > color for
photographers).
 3.​ Consideration Set: Shortlisted brands (e.g., Samsung vs. iPhone).
4.​ Beliefs: Perceptions (e.g., "Volvo = safety").

Models

1.​ Attitude-Toward-Object: Evaluates product attributes (e.g., car mileage).

2.​ Attitude-Toward-Behavior: Focuses on actions (e.g., "Buying eco-friendly
products").
3.​ Theory of Reasoned Action: Adds subjective norms (e.g., peer influence).

Strategies for Attitude Change

1.​ Shift Attribute Importance: Highlight neglected features (e.g., "5G speed
matters!").
2.​ Alter Beliefs: Correct misconceptions (e.g., "Our shampoo is sulfate-free").
3.​ Add New Attribute: Introduce innovations (e.g., "Now with vitamin E").
4.​ Global Brand Rating: "World’s #1 selling smartphone".
Example:
●​ Before: Consumers undervalue Tesla’s autopilot.
●​ After: Campaigns emphasize safety stats (central route).

Key Takeaways
1.​ ELM: Choose central route for high-involvement products, peripheral for
low-involvement.
2.​ Innovation Adoption: Target early adopters with trials (e.g., free samples).
3.​ FCB Grid: Match ad style to product type (rational vs. emotional).
4.​ Lasswell’s Model: Ensure all 5 components align (e.g., right channel for
audience).
5.​ MAAMs: Modify consumer beliefs about attributes to drive preference.
Practical Tip:
●​ Use ELM’s central route for B2B ads (detailed whitepapers) and peripheral route
for B2C (celebrity endorsements).

Summary of Advertising and Promotion

Management (Week 6, Lectures 26-30)
Lecture 26: Objectives of Advertising
Advertising serves three primary objectives:
1.​ To Inform
○​ Increases brand recognition and awareness.
○​ Educates consumers about products/services.
○​ Essential for new product launches and brand introductions.
2.​ To Persuade
○​ Encourages consumers to take action (e.g., purchase, trial).
○​ Shapes positive brand perceptions and attitudes.
○​ Differentiates the brand from competitors.
3.​ To Remind
○​ Reinforces brand messaging to maintain top-of-mind awareness.
○​ Strengthens brand loyalty and prevents competitor encroachment.

Additional Advertising Goals:

●​ Introduction of a Product/Brand – Creates awareness for new launches.

●​ Awareness Creation – Follows the AIDA model (Attention, Interest, Desire,
Action).
●​ Customer Acquisition & Brand Switching – Encourages consumers to switch
from competitors.
●​ Differentiation & Value Creation – Highlights unique selling propositions (USPs).
●​ Product Positioning – Ensures strong brand recall at the point of purchase.
●​ Sales & Profit Growth – Drives revenue through effective campaigns.
●​ Creating Desire – Evokes emotional connections to motivate purchases.

The Value of Objectives

●​ Communication: Ensures alignment among stakeholders.

●​ Planning & Decision-Making: Guides budgeting, creative strategy, and media
selection.
●​ Measurement & Evaluation: Provides benchmarks for assessing campaign
success.

Lecture 27: Communication Objectives

Advertising’s role is to influence consumer behavior through communication effects.
The Lavidge and Steiner Hierarchy of Effects Model outlines six stages:
1.​ Awareness → 2. Knowledge → 3. Liking → 4. Preference → 5. Conviction → 6.
Purchase

Communications Effects Pyramid

●​ Cognitive Stage (90% Awareness, 70% Knowledge) – Consumers learn about the
brand.
●​ Affective Stage (40% Liking, 25% Preference) – Emotional connection develops.
●​ Conative Stage (20% Trial, 5% Use) – Consumers take action (purchase, repeat
usage).

Problems with Communication Objectives

●​ Difficult to translate sales goals into communication metrics.

●​ Advertising is just one factor influencing sales (price, distribution, competition
also matter).

Sales as an Advertising Objective

●​ Works best for direct-response advertising (e.g., discounts, call-to-action ads).

●​ Not always suitable because sales depend on multiple factors beyond
advertising.

Lecture 28: Setting Communication Objectives

Key communication objectives include:
1.​ Category Need
○​ Establishes consumer demand for a product category.
○​ Important for new products or expanding into new markets.
2.​ Brand Awareness
○​ Ensures consumers recognize or recall the brand.
○​ Recognition (seeing the brand triggers need) vs. Recall (need triggers
brand memory).
3.​ Brand Attitude
○​ Shapes consumer perceptions (positive/negative).
○​ Uses the Rossiter-Percy Grid based on involvement level (low/high) and
motivation (positive/negative).
 4.​ Brand Purchase Intention
○​ Encourages immediate action (e.g., promotions, limited-time offers).

Rossiter-Percy Grid (Brand Attitude Strategies)

Involveme Negative Motives Positive Motives (Reward-Seeking)

nt (Problem-Solving)

Low Informational (e.g., pain relief ads) Transformational (e.g., snack ads)

High High-involvement informational High-involvement transformational

(e.g., car ads) (e.g., luxury brands)

Lecture 29: Marketing Objectives

●​ Marketing objectives focus on quantifiable outcomes (sales, market share, ROI).
●​ IMC objectives align communication efforts with broader marketing goals.

Critical Incident Technique (CIT)

●​ Analyzes key consumer decision-making moments.

●​ Helps refine advertising strategies based on real consumer experiences.

Challenges in Setting Advertising Objectives

●​ Cultural differences impact messaging effectiveness.

●​ Objectives must be operational (measurable, actionable).

Lecture 30: Problems in Implementing IMC

Barriers to IMC Success:

1.​ Decision-Making Structure

○​ Siloed departments hinder collaboration.
 ○​ Low priority given to marketing communication.
2.​ Manager Perceptions
○​ Resistance to change and fear of losing control.
○​ Conflicts between short-term (promotions) and long-term (brand-building)
goals.
3.​ Compensation Issues
○​ Agencies rewarded for spend, not results.
○​ Lack of incentives for cross-functional cooperation.
4.​ Marketing Trends
○​ Niche marketing complicates unified messaging.
○​ Overemphasis on promotions weakens brand equity.

Monitoring & Evaluation

●​ Tracking Campaigns: Measures exposure, processing, communication effects,

and consumer actions.
●​ Campaign Wearout: Occurs when ads lose effectiveness due to repetition or
market changes.
●​ Ratchet Effect: Synergy between advertising (long-term brand equity) and
promotions (short-term sales boosts).

Advantages of Combining Advertising & Promotion

●​ Advertising builds long-term brand equity.

●​ Promotions drive immediate sales.
●​ Together, they create a stronger, sustainable market impact.

Final Takeaways

●​ Advertising objectives must align with broader marketing and communication

goals.
●​ IMC implementation faces structural, perceptual, and compensation challenges.
●​ Tracking and adjusting campaigns ensures long-term success.
●​ A balanced approach (advertising + promotions) maximizes brand growth.

Summary of Advertising and Promotion

Management (Week 7, Lectures 31-35)
Lecture 31: Introduction to Advertising Budgets

Establishing the Budget

●​ Advertising budgets vary widely, from small amounts to billions (e.g., Procter &
Gamble, Ford).
●​ Budgeting is a critical decision that impacts brand success.
●​ Many firms treat advertising as an expense rather than an investment, leading to
cuts during financial downturns.

Marginal Analysis

●​ A theoretical economic approach to budget allocation.

●​ Firms should increase ad spending until marginal revenue equals marginal cost
(optimal point A*).
●​ Challenges:
○​ Assumes sales are directly measurable from advertising (often not true).
○​ Ignores external factors (competition, market trends, economic
conditions).

Response Models

Two key models describe the relationship between ad spend and sales:
1.​ Concave-Downward Function
○​ Diminishing returns: Each additional ad rupee generates fewer sales.
○​ Best for mature markets where initial ads capture heavy users first.
2.​ S-Shaped Response Function
○​ Slow start → Rapid growth → Plateau.
○​ Threshold effect: Ads must reach a minimum level before impacting
sales.
○​ Optimal spending is where marginal revenue = marginal cost (mid-curve).
Limitations:
●​ Difficult to isolate ad impact from other factors (e.g., pricing, distribution).
●​ Market conditions change, altering response curves.

Regression Analysis for Budgeting

●​ Uses historical data to predict future sales based on:

○​ Past sales
○​ Current & past ad spend
 ○​ Competitor activity
○​ Market conditions
●​ Challenges:
○​ Requires large datasets and statistical expertise.
○​ Assumes linear relationships (often unrealistic).

Lecture 32: Top-Down Budgeting Approaches

Five Common Methods

1.​ Affordable Method

○​ Spend what’s left after other expenses.
○​ Problem: Ignores marketing objectives.
2.​ Arbitrary Allocation
○​ Based on executive intuition, not data.
○​ Problem: Unreliable and inconsistent.
3.​ Percentage of Sales
○​ Allocate a fixed % of sales revenue to ads.
○​ Problem: Sales declines reduce ad spend, worsening performance.
4.​ Competitive Parity
○​ Match competitors’ ad spend.
○​ Problem: Ignores unique brand needs.
5.​ Return on Investment (ROI)
○​ Allocate based on expected profit returns.
○​ Problem: Hard to measure ad impact accurately.

Lecture 33: Build-Up Budgeting Approaches

Objective and Task Method

1.​ Define objectives (e.g., increase awareness by 20%).

2.​ Determine tasks (e.g., TV ads, social media campaigns).
3.​ Estimate costs for each task.
4.​ Sum costs for total budget.
5.​ Monitor & adjust based on performance.
Payout Planning Method

●​ Budget based on expected revenue returns.

●​ Example: Spend ₹10 lakh if expected profit is ₹50 lakh.

Quantitative Models

●​ Use data-driven formulas (e.g., econometric modeling).

●​ Best for large firms with historical data.

Experimental Method (A/B Testing)

●​ Test different ad budgets in real markets.

●​ Compare results to optimize spending.

Lecture 34: Budget Allocation Factors

Key Influences on Budget Decisions

1.​ Product Factors

○​ Lifecycle stage (new vs. mature products).
○​ Complexity (tech products need more ads).
2.​ Competition
○​ High competition → Higher ad spend needed.
3.​ Market Share
○​ Small brands must overspend to compete.
4.​ Market Situation
○​ Growing markets need more investment.
5.​ Sales Decay Rate
○​ Fast-decaying products (e.g., fashion) need frequent ads.
6.​ Unexploited Potential
○​ High growth potential → Higher budgets.

Allocation Strategies

●​ IMC Mix: Split between ads, promotions, digital, PR.

●​ Market Size: Larger markets = Higher costs.
●​ Agency Policies: Some favor ads over promotions.
Lecture 35: Creativity in Advertising

What is Creativity?

●​ Original, imaginative ideas that solve marketing problems.

●​ Not just art—must drive desired consumer actions.

Creative Process (Young’s 5-Step Model)

1.​ Immersion – Research the product/market.

2.​ Digestion – Analyze information.
3.​ Incubation – Let ideas develop subconsciously.
4.​ Illumination – "Eureka!" moment.
5.​ Verification – Test and refine the idea.

Creative Techniques

1.​ Brainstorming
○​ No criticism → Wild ideas → Quantity over quality.
2.​ Analogy
○​ Compare unrelated things (e.g., "Red Bull gives you wings").
3.​ Lateral Thinking
○​ "Out-of-the-box" solutions (e.g., Dollar Shave Club’s viral video).
4.​ Right-Brain Thinking
○​ Emotional, visual storytelling (e.g., Coca-Cola’s "Happiness" ads).

Major Selling Ideas

1.​ Unique Selling Proposition (USP)

○​ Highlight a distinct benefit (e.g., "Mentos – The Freshmaker").
2.​ Brand Image
○​ Emotional appeal (e.g., Nike’s "Just Do It").
3.​ Inherent Drama
○​ Show product’s natural appeal (e.g., McDonald’s "I’m Lovin’ It").
4.​ Positioning
○​ Define brand’s market place (e.g., Volvo = Safety).

Final Takeaways
 ●​ Budgeting Methods: Balance theory (marginal analysis) with practical
approaches (objective-task).
●​ Creativity: Requires structured processes but thrives on innovation.
●​ Allocation: Depends on market conditions, competition, and brand goals.
●​ Testing & Adaptation: Essential for optimizing ad spend.

Summary of Advertising and Promotion

Management (Week 8, Lectures 36-40)

Lecture 36: Creative Execution in Advertising

Advertising Appeals

Advertising appeals are strategies used to capture consumer attention and influence
feelings toward a product/service. They are categorized into:
1.​ Rational Appeals
○​ Focus on logic, facts, and functional benefits.
○​ Examples:
■​ Feature Appeal (highlighting product attributes).
■​ Competitive Advantage (direct/indirect brand comparisons).
■​ Favorable Price (discounts, value propositions).
■​ News Appeal (new product launches, updates).
■​ Popularity Appeal (social proof, leadership claims).
2.​ Emotional Appeals
○​ Target feelings, desires, and psychological needs.
○​ Examples:
■​ Fear Appeal (warning against risks, e.g., insurance ads).
■​ Agony Appeal (highlighting discomfort to sell solutions, e.g., pain
relief creams).
■​ Moral Appeal (aligning with ethical values, e.g., eco-friendly
products).
■​ Transformational Advertising (associating brands with
emotions/lifestyles, e.g., Coca-Cola’s "Happiness" campaign).

Creative Execution Styles

The way an appeal is presented impacts effectiveness. Common styles include:

 ●​ Straight Sell/Factual Message: Direct presentation of product benefits (common
in print ads).
●​ Scientific Evidence: Uses data/studies to support claims (e.g., toothpaste with
"clinically proven" whitening).
●​ Demonstration: Shows product in action (e.g., cleaning product ads).
●​ Testimonial: Real users or experts endorse the product.
●​ Slice of Life: Depicts real-life problems solved by the product (e.g., detergent
ads).
●​ Animation: Uses cartoons or CGI (common in kids' products).
●​ Fantasy/Dramatization: Creates aspirational or emotional narratives (e.g., luxury
car ads).

Consistency in Branding

●​ Brand Awareness: Consistent visuals/tones help consumers quickly recognize

ads (e.g., Nike’s minimalist style).
●​ Brand Attitude: Aligning ad emotions with brand values strengthens loyalty (e.g.,
Apple’s "Think Different" campaign).

Lecture 37: Media Planning

Key Concepts

●​ Media Plan: A strategy to allocate ad budgets across channels (TV, digital, print,
etc.).
●​ Reach: Unique audience exposed to an ad.
●​ Frequency: Number of exposures per audience member.
●​ GRP (Gross Rating Points): Reach × Frequency.

The 5 M’s of Advertising

1.​ Mission: Campaign objectives (e.g., brand awareness, sales).

2.​ Money: Budget allocation.
3.​ Message: Core ad content.
4.​ Media: Channel selection (TV, social media, etc.).
5.​ Measurement: Tracking effectiveness (ROI, engagement).

Media Planning Process

 1.​ Environmental Analysis: Market research (competitors, audience behavior).
2.​ Setting Objectives: Define reach, frequency, and budget.
3.​ Strategy Development:
○​ Target Audience: Demographics/psychographics.
○​ Media Selection: Choose channels (e.g., Instagram for Gen Z).
○​ Scheduling: Timing (continuous, flighting, or pulsing ads).
4.​ Implementation & Evaluation: Launch and measure performance.

Challenges in Media Planning

●​ Data Gaps: Incomplete audience metrics.

●​ Clutter: Overcrowded ad spaces reduce impact.
●​ Ad Avoidance: Skipping ads (zapping/zipping).

Lecture 38: Media Planning Decisions

Key Questions

1.​ Whom to Target?

○​ Use BDI (Brand Development Index) and CDI (Category Development
Index) to identify high-potential markets.
2.​ Where to Advertise?
○​ Geographic focus (urban vs. rural, regional preferences).
3.​ When to Advertise?
○​ Scheduling Strategies:
■​ Continuous: Steady ads (e.g., FMCG products).
■​ Flighting: Periodic bursts (e.g., seasonal products).
■​ Pulsing: Mix of both (e.g., year-round brands with holiday boosts).
4.​ Which Media Classes?
○​ TV: High impact but expensive.
○​ Digital: Targeted and measurable.
○​ Print/Outdoor: Localized reach.

Cost Metrics

●​ CPM (Cost Per Thousand): Cost to reach 1,000 viewers.

●​ CPRP (Cost Per Rating Point): Cost per 1% of the target audience.
Lecture 39: Purchase Cycle Funnel

Stages of Consumer Journey

1.​ Awareness: Introduce the product (e.g., influencer collaborations).

2.​ Consideration: Provide comparisons (e.g., product demos).
3.​ Conversion: Drive purchases (e.g., limited-time discounts).
4.​ Loyalty: Retain customers (e.g., loyalty programs).
5.​ Advocacy: Turn customers into promoters (e.g., referral rewards).

Lecture 40: Copywriting

Types of Ad Copy

1.​ Human Interest: Emotional narratives (e.g., Google’s "Loretta" ad).

2.​ Reason Why: Logical arguments (e.g., "9 out of 10 dentists recommend").
3.​ Institutional: Brand-building (e.g., Tata’s CSR campaigns).
4.​ Suggestive: Indirect prompts (e.g., "Feeling thirsty?").

Copywriting Principles by Medium

●​ Print:
○​ Headlines must grab attention (e.g., "Do you make these mistakes in
English?").
○​ Body copy should be concise and benefit-driven.
●​ TV:
○​ Visuals dominate; script must sync with scenes.
○​ Use storyboards for planning.
●​ Radio:
○​ Simple language, repetition, and sound effects (e.g., jingles).
●​ Digital:
○​ Interactive and direct-response focused (e.g., "Click to learn more").

Slogans & Taglines

●​ Purpose: Enhance recall and brand identity.

●​ Examples:
○​ Nike: "Just Do It" (inspiration).
 ○​ L'Oréal: "Because You’re Worth It" (self-esteem).

Common Copywriting Mistakes

●​ Vagueness: Unclear messaging.

●​ Wordiness: Overloading information.
●​ Triteness: Clichés (e.g., "best in the world").
●​ Over-Creativity: Style overshadowing substance.

Key Takeaways

●​ Creative Execution: Balance rational/emotional appeals for maximum impact.

●​ Media Planning: Align channels with audience behavior and budget constraints.
●​ Copywriting: Tailor messages to medium and audience psychology.
●​ Measurement: Continuously track ad performance to optimize campaigns.

Advertising and Promotion Management: A

Comprehensive Overview

Week 9: Copy Testing and Advertising Campaigns

Lecture 41: Copy Testing

Copy Testing is a specialized field of marketing research that evaluates the

effectiveness of advertisements based on consumer responses, feedback, and
behavior. Also known as pretesting, it assesses ads across various media channels,
including television, print, radio, internet, and social media. Copy testing occurs after
creative development and is evaluative in nature.

Copy Testing Strategy

Three key factors must be addressed in copy testing:
1.​ Whether or not to test – Deciding if additional research is worth the investment.
2.​ What and when to test – Determining the stage of the creative process for
testing.
3.​ What criteria or test to use – Selecting appropriate evaluation metrics.

Stages of Copy Testing

Copy testing can be conducted at different stages:
1.​ Beginning of the creative process – Qualitative research (e.g., focus groups) to
assess copy ideas.
2.​ End of the creative process (layout stage) – Testing rough mock-ups (e.g.,
animatics, photomatics).
3.​ End of the production stage – Testing final ads before launch.
4.​ After campaign launch (post-testing) – Evaluating real-world effectiveness.

Key Criteria for Copy Testing

1.​ Advertisement Recognition – Can consumers recognize the ad?
2.​ Recall of Commercial & Contents – Measures memory retention (aided/unaided
recall).
3.​ Persuasion (Attitude Change) – Does the ad influence consumer attitudes?
4.​ Purchase Behavior – Does it drive actual purchases?
5.​ Brand Loyalty & Consumption Frequency – Does it strengthen brand loyalty?

Recall Testing Methods

●​ Day-After Recall (DAR) – Measures recall 24 hours after exposure.
●​ Aided vs. Unaided Recall – Prompted vs. unprompted memory tests.

Problems with Recall Scores

●​ Low reliability due to program context effects.
●​ Influenced by consumer purchase history.
●​ Weak correlation with actual persuasion/sales.

Persuasion Testing
●​ Forced-Exposure Brand-Preference Change – Measures attitude shifts in
controlled settings.
●​ Theater Testing (McCollum Spielman) – Uses live audiences to gauge reactions.

Purchase Behavior Testing

●​ Coupon-Stimulated Purchasing – Tracks redemption rates post-exposure.
●​ Split-Cable Testing – Compares different ad versions in real-world settings.

Diagnostic Copy Testing

●​ Qualitative Research (Focus Groups) – Provides in-depth consumer insights.
●​ Physiological Measures – Uses eye-tracking, pupillometry, brainwave analysis to
assess subconscious reactions.

Selecting Copy Tests

 ●​ Validity & Reliability – Ensures consistent and accurate measurement.
●​ PACT (Positioning Advertising Copy Testing) Principles – Guidelines for
effective copy testing, emphasizing relevance, multiple measures, and consumer
response models.

Lecture 42: Introduction to Advertising Campaign

An advertising campaign is a coordinated series of promotional activities designed to

achieve specific marketing objectives, such as brand awareness or sales growth.

7 Essential Steps in an Advertising Campaign

1.​ Appraisal of Advertising Opportunity – Assess if advertising is suitable.
2.​ Market Analysis & Target Market Definition – Identify consumer segments.
3.​ Setting Advertising Objectives – Define goals (e.g., awareness, persuasion).
4.​ Budgeting & Control Systems – Allocate funds and monitor spending.
5.​ Media & Creative Strategy – Select media channels and develop ad content.
6.​ Ad Creation, Pretesting, and Release – Test ads before launch.
7.​ Evaluation (Post-Testing) – Measure effectiveness post-campaign.

Conditions for Effective Advertising (Borden’s 5 Conditions)

1.​ Positive primary demand for the product.
2.​ Clear product differentiation.
3.​ Hidden or intangible product qualities.
4.​ Strong emotional buying motives.
5.​ Sufficient advertising budget.

Defining the Target Market

●​ Demographics, Psychographics, Behavioral Patterns – Helps tailor messages.
●​ Consumer Research – Understands buying habits, perceptions, and attitudes.

Setting Advertising Objectives

●​ Based on AIDA, DAGMAR, or Lavidge & Steiner models.
●​ Focuses on awareness, interest, desire, action (AIDA).

Media & Creative Strategy

●​ Media Planning – Selects optimal channels (TV, digital, print).
●​ Creative Strategy – Develops compelling messages (e.g., slogans, jingles).

Pretesting & Post-Testing

 ●​ Pretesting – Ensures ads communicate effectively before launch.
●​ Post-Testing – Evaluates real-world impact (recall, sales lift).

Lecture 43: Advertising Campaign Execution

An effective campaign answers the 5W’s and 1H:

●​ Who (Target Audience)
●​ What (Key Message)
●​ Where (Media Selection)
●​ Why (Campaign Objectives)
●​ When (Timing & Scheduling)
●​ How (Execution Strategy)

Planning Cycle
1.​ Current Consumer Perception – Where is the brand in consumers' minds?
2.​ Market Position – Sales, competition, market share.
3.​ Reasons for Current Position – Strengths/weaknesses.
4.​ Future Goals – Desired brand positioning.
5.​ Strategy to Achieve Goals – Creative & media planning.
6.​ Single Key Benefit – Core message.
7.​ Desired Consumer Response – Action (purchase, loyalty).
8.​ Evaluation – Did the campaign succeed?

Internal & External Processes

●​ Client-Agency Collaboration – Ensures alignment.
●​ Production & Media Placement – Executes the campaign.
●​ Feedback & Adjustments – Ongoing optimization.

When to Drop a Campaign?

●​ If it stops working.
●​ If consumer research shows declining effectiveness.
●​ If market conditions change.

Lecture 44 & 45: Advertising Research

Advertising research reduces uncertainty by providing data-driven insights.

Purposes of Advertising Research

 1.​ Idea Generation – Identifies new ad concepts.
2.​ Concept Testing – Evaluates potential ad ideas.
3.​ Audience Definition & Profiling – Segments consumers.
4.​ Pre-Testing & Post-Testing – Measures ad effectiveness.

Research Methods
1.​ Firsthand Experience – Personal interaction with the product.
2.​ Observation – Studying consumer behavior.
3.​ Surveys – Quantitative data collection.
4.​ Experiments – Controlled ad testing.
5.​ Focus Groups – Qualitative insights.

Types of Advertising Research

●​ Target Market Research – Identifies consumer segments.
●​ Competitive Activity Research – Monitors rivals’ ads.
●​ Positioning Research – Guides brand messaging.
●​ Audience Research – Measures media reach.

Common Errors in Research

●​ Over-reliance on research – Gut feeling matters.
●​ Taking responses at face value – Interpret deeper meanings.
●​ Biased samples or questions – Ensure objectivity.

Conclusion
Effective advertising and promotion management requires:
●​ Strategic copy testing to refine ads.
●​ Well-planned campaigns with clear objectives.
●​ Robust research to guide decisions.
●​ Continuous evaluation for improvement.

Advertising and Promotion Management: A

Comprehensive Overview

Week 11: Public Relations (PR) and Corporate Advertising

 Lecture 51: Introduction to Public Relations

Public Relations (PR) is a strategic communication process that builds mutually

beneficial relationships between organizations and their publics (employees, customers,
media, investors, etc.). It focuses on reputation management, crisis communication,
media relations, and brand advocacy.

Definition of PR (Dr. Rex F. Harlow)

PR is a management discipline that:
●​ Establishes communication, understanding, and cooperation between an
organization and its publics.
●​ Manages problems/issues, anticipates trends, and uses ethical communication
tools.

Role of PR
1.​ Corrects negative perceptions and enhances brand image.
2.​ Manages crises (e.g., scandals, product recalls).
3.​ Builds media relationships for positive coverage.
4.​ Engages in lobbying (influencing public policy).

Strengths of PR
●​ Personal Touch: Builds direct, emotional connections.
●​ Diverse Tools: Uses media, events, social media, CSR.
●​ Cost-Effective: Cheaper than paid ads but highly credible.

Weaknesses of PR
●​ Hard to Measure: Impact is qualitative (e.g., brand sentiment).
●​ Lack of Control: Media may alter messages.
●​ Talent Shortage: Skilled PR professionals are scarce.

PR Publics (Target Audiences)

1.​ Internal Publics: Employees, shareholders.
2.​ External Publics: Customers, media, government, suppliers.

Marketing PR (MPR)
●​ Supports marketing goals (e.g., product launches).
●​ Advantages: Cost-effective, credible, breaks ad clutter.
●​ Disadvantages: Uncontrolled media, no guaranteed coverage.
Lecture 52: Types of PR

1.​ Media Relations

○​ Builds relationships with journalists.
○​ Tools: Press releases, interviews, press conferences.
2.​ Corporate Public Affairs
○​ Focuses on CSR (Corporate Social Responsibility).
○​ Examples: Community health programs, education sponsorships.
3.​ Crisis Management
○​ Prepares for disasters (natural or reputational).
○​ Steps: Rapid response, transparent communication.
4.​ Employee Relations
○​ Boosts morale via internal newsletters, events.
5.​ Financial Relations
○​ Manages investor confidence (e.g., annual reports, AGMs).
6.​ Online/Social Media PR
○​ Uses blogs, influencers, viral campaigns.
7.​ Cause Marketing
○​ Aligns brands with social causes (e.g., TOMS Shoes).

Lecture 53: PR Tools

1.​ Publications
○​ Corporate brochures, annual reports, newsletters.
2.​ Videos/Films
○​ Corporate films, training videos.
3.​ Sponsored Events
○​ Sports (IPL), beauty pageants (Miss India).
4.​ Press Releases
○​ Formal news announcements.
5.​ Interviews/Press Conferences
○​ Direct engagement with media.
6.​ Buzz/Viral Marketing
○​ Leverages word-of-mouth (e.g., viral social media challenges).

PR Strategies
●​ Proactive: Planned campaigns (e.g., CSR initiatives).
●​ Reactive: Crisis response (e.g., product recalls).
 Lecture 54: PR Process

1.​ Research Public Attitudes

○​ Surveys, focus groups.
2.​ Develop PR Plan
○​ Set objectives (e.g., improve brand image).
3.​ Execute Campaign
○​ Target audiences: Employees, media, investors.
4.​ Evaluate Effectiveness
○​ Metrics: Media coverage, sentiment analysis.

Measuring PR Success
●​ Media Monitoring: Track positive/negative coverage.
●​ Surveys: Gauge public perception.
●​ ROI: Link PR efforts to sales/engagement metrics.

Lecture 55: Publicity & Corporate Advertising

Publicity
●​ Unpaid media coverage (positive or negative).
●​ Power: Highly credible (seen as "news").
●​ Challenges: No control over messaging.

Corporate Advertising
Promotes the company (not products). Types:
1.​ Image Advertising (e.g., Tata’s "We Also Make Steel").
2.​ Event Sponsorship (e.g., Red Bull sports events).
3.​ Advocacy Advertising (takes a stand on issues).
4.​ Cause-Related Ads (e.g., Pepsi’s sustainability campaigns).

Pros & Cons of Corporate Ads

●​ Pros: Enhances reputation, attracts investors.
●​ Cons: Expensive, hard to measure ROI.

Key Takeaways
 1.​ PR builds trust through credible, non-paid communication.
2.​ Crisis PR is critical for damage control.
3.​ Corporate Ads shape long-term brand perception.
4.​ Measurement relies on media tracking and sentiment analysis.
●​

Summary of Advertising and Promotion

Management: Advertising and Law

Introduction to Advertising and Its Impact

Advertising is a powerful tool that can influence society both positively and negatively.
While it drives economic growth, informs consumers, and promotes competition, it has
also been criticized for misleading claims, promoting excessive consumption, and
manipulating consumer behavior. To mitigate these negative effects, advertising is
regulated through legal frameworks and ethical guidelines.

Legal Framework Governing Advertising in India

India has adopted various laws and self-regulatory codes to ensure responsible
advertising. These regulations aim to protect consumers, maintain fair competition, and
uphold societal values. Below are key legislations affecting advertising:

1. The Indian Penal Code (IPC), 1860

●​ Prohibits obscene content, unauthorized lottery advertisements, and misuse of

national symbols in political campaigns.

2. Drugs and Cosmetics Act, 1940

●​ Regulates drug and cosmetic advertisements to prevent misbranding, false

claims, and spurious products.
●​ Mandates proper labeling and disclosure of active ingredients.

3. Drugs and Magic Remedies Act, 1954

●​ Bans advertisements for drugs claiming to treat diseases like cancer, diabetes, or
sexual disorders without medical validation.
 ●​ Prohibits ads promoting magical or superstitious remedies.

4. The Young Persons (Harmful Publications) Act, 1956

●​ Restricts publications (including ads) that may corrupt children by glorifying

crime, violence, or horror.

5. The Indecent Representation of Women Act, 1986

●​ Prohibits derogatory or objectifying depictions of women in ads.

6. The Emblems and Names Act, 1950

●​ Bans unauthorized commercial use of national symbols (e.g., Indian flag,

Mahatma Gandhi’s image).

7. The Prize Competitions Act, 1955 & Prize Chits Act, 1978

●​ Regulates and bans unauthorized prize-based advertisements and money

circulation schemes.

8. Copyright Act, 1957 & Trademarks Act, 1999

●​ Protects intellectual property rights, preventing unauthorized use of copyrighted

or trademarked content in ads.

9. The Consumer Protection Act, 1986

●​ Defines unfair trade practices, including:

○​ False or exaggerated claims.
○​ Misleading pricing or discounts.
○​ Fake "free gifts" or contests.
○​ Disparaging competitors’ products.

10. Cigarettes and Tobacco Products Act, 2003

●​ Total ban on tobacco advertising in any form (hoardings, films, print, etc.).

Ethical Advertising and Self-Regulation

Beyond legal compliance, ethical advertising ensures transparency, honesty, and social
responsibility. The Advertising Standards Council of India (ASCI) enforces a
self-regulatory code that mandates:

ASCI’s Key Ethical Guidelines

1.​ Truthfulness & Fairness – No false claims or misleading omissions.

2.​ Decency & Propriety – Avoid vulgar, offensive, or discriminatory content.
3.​ No Harmful Promotion – Restricts ads for hazardous products (e.g., drugs,
alcohol).
4.​ No Unverified Claims – Prohibits ads making unsubstantiated medical or
scientific claims.
5.​ No Comparative Disparagement – Avoids direct attacks on competitors.
6.​ No Plagiarism – Originality in ad creatives is mandatory.

General Rules of Conduct in Advertising (ASCI)

●​ Ads must not exploit religious or political sentiments.

●​ Cannot promote illegal services (e.g., unlicensed money lenders, fortune-tellers).
●​ Must not mimic news formats to deceive consumers.

Conclusion
Advertising operates within a dual framework of law and ethics to balance business
interests with consumer protection. While laws like the Consumer Protection Act and
Drugs and Magic Remedies Act enforce legal boundaries, ASCI’s self-regulation
ensures ethical advertising practices. Advertisers must comply with both to maintain
public trust and avoid legal repercussions.