- Dr. Vanitha V
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AD & SP 1.3 (1)
AD & SP 1.4
Description: Advertising Management is a planned managerial process designed to oversee and control the various advertising activities – Here we are going to see an introduction, scope, feature and appeals of advertising, in brief.
Learning outcome: After learning this content, learner can understand the concepts of feature elements, colour scheme, appeal applied in an advertisement
Advertising Management is a planned managerial process designed to oversee and control the various advertising activities – Here we are going to see an introduction, scope, feature and appeals of advertising, in brief.
The advertising management has emerged as a new discipline where the study of planning, organizing, directing and decision making is learnt. Various principles, objectives, techniques, and strategies of advertising have been developed and with the study of those techniques, a successful and effective advertising campaign may be carried out.
According to American Marketing Association, “Advertising is any paid form of non- personal presentation of ideas, goods or services by an identified sponsor”
Scope of Advertising
Advertising possess a wide scope in marketing and social system. This range has been distinguished based on activities included under advertising and their forms and system, objectives, and roles.
Advertising conveys a message of the product always. The message may be visual or oral. It is designed in a systematic and psychological manner to influence the prospective customer and formulated based on need, the environment, and objectives.
Many advertising media, with their respective advantages, disadvantages, costs, and benefits are available. The selection of a medium should be made based on the type of customers to be approached and the capacity of the organization to bear the cost.
Advertising covers the attributes of the product. The merchandise, i.e., The product and services to be sold, has its advantages and disadvantages. The advertiser should demonstrate the attributes of the product and avoid the criticism of a similar product of the competitors. The outstanding qualities of the product should be assessed and exposed with emphasis.
Advertising assist in the performance of certain activities by the advertiser, the sponsor of the producer and the marketer. The activities included under advertising are mass communication, carrying messages, developing impressions and image building. It is an informative, persuasive, and reminding communication. These activities are performed by the advertising economically, effectively, and regularly.
Feature of an Advertising
Advertising has become an integral part of our society. In a way it has embedded in our daily lives. Advertising is a vital marketing tool as well as a powerful communication force. It is the action of calling something to the attention of the people, especially by paid announcements.
Main Ideas and Elements of Advertising are
- Paid form
Advertising is published or broadcasted because the advertiser has purchased time or space to tell the story of a certain product or service. On the other hand, when product or services are mentioned favorably in the media, newspapers, magazines, radio, or television the item appears because it is presumed to provide information or entertainment for the audience.
- Non-personal presentation
Advertising is done in a non-personal manner through intermediaries or media
- Ideas, goods, and services
Advertising is concerned with much more than the promotion of tangible goods. In recent year’s one witness’s banks, insurance companies, airlines, resorts, restaurants, and dry cleaners advertise as aggressively as the makers of TV, refrigerators, automobiles, office equipment(s) and so on.
- Identified sponsor
Advertising discloses or identifies the source of the opinions, and ideas it represents. On the other hand, in publicity and propaganda the source of opinions remains anonymous and evens the source of the ideas is unknown.
Colours Used in Advertising
The colour red is powerful. It is an energizing colour that can reflect our physical needs for example to show affection, terror, strength, or aggression depending on context.If you are seeking attention fast or looking to make a powerful statement, colours in the red family are a good choice.
Companies that use red: Coke, CNN, Virgin Airlines
Orange combines the power of red, with the friendliness and fun of yellow. It is a good representation of physical comfort, warmth, food, and shelter. Orange is also the colour of motivation. It is also associated with affordability.
Companies that use orange: Home Depot, Fanta, Soda, and Harley Davidson, HubSpot
Yellow represents happiness, joy, and optimism, in fact, if you think about it, anything happy has been almost always yellow.
It is the easiest colour to see and the first colour infants respond to. If you are looking to lift someone's spirits, or inspire, use yellow.
Companies the use yellow: Subway, McDonalds, Ikea, Snapchat, and Lays
The colour green portrays balance, harmony, and nature. As a colour it incorporates the balance of logic and emotion.In nature green reflects life, rest, and peace. It is also a colour of growth and finance. It is a positive colour if you are looking to portray health, rest and relieve stress.
Companies that use green: Starbucks, BP
Blue is known as the colour of dependability and trust. It is reliable, soothing, and responsible. It is also the most popular colour across the world. Unlike red, blue evokes a more mental reaction that a physical one. It is a colour that can bring calmness, stability, and trust.
Companies that use blue: American Express, IBM, GAP and HP
Black is the colour of sophistication, seriousness, and independence. It is a reserved colour and is perfect for high contrast and legibility in design. It is a powerful colour so use it sparingly in your visuals.
Companies the use black: Nike, Gillette, Gucci, and Cartier
White represents purity, innocence, cleanliness, and peace. It also represents new beginnings. It is perfect in its simplicity. It is often used with black or other colours to represent negative space in a design.
Companies that use white: Adobe (white and red) World Wildlife Fund (black and white) and Apple Colours can affect how consumers view your product or service. While these colours represent popular choices that work for many businesses, the fact is that each has a range of variations that can convey different meaning in different contexts. Tying your brand to a colour can be tricky. Colour has impact and can convey meaning. When developing your marketing strategy, take the time to do some research a
Appeals used in Advertising
Many advertisers commonly use appeals to influence their customers. It is also used so that people can support a cause. Appeals are customized for the target audience, and they speak to the interests of individuals and in their words or interest. The primary purpose is to entice them to take the action that is desired by the seller.
The primary objective of emotional appeal is to make the customers feel emotions towards a particular product. It may be a positive emotion or a negative emotion, but the emotion should be strong.
The customer may feel angry, bitter, sad, happy, proud, or nostalgic or any other related feeling so that it encourages the customer to act and buy the product. Many advertisements have started to use emotional appeal of their products, like even chocolate ads, intending to make customers emotional.
When the marketing or advertisement strategy wants people to use their practicality and functionality of a product, then logical appeals are used. These advertisements focus on the features of the product and the cost of the product. The benefits associated with the product are also briefed in the ad, and there is usually proof associated with backing up the claim of the advertisers.
The fear appeal shows that adverse outcomes can happen because a particular action is not taken. Advertisements often use fear as a motivator to promote change. The fear tactic also involves isolation. With this technique, many kinds of toothpaste, deodorants, and anti-dandruff shampoos are advertised. It is shown that if people do not brush with their toothpaste, it will result in bad hygiene and foul mouth odour, which would lead to social isolation for the person.
Brand appeal is for the customers or people who are brand conscious and have an individual inclination towards a particular brand. The primary objective of the brand appeal is to motivate people to buy a product because the product has an excellent brand. It gives the feeling of differentiation to the customers. Apple is an example, whose products has brand appeal to its customers.
Some advertisements appeal to a person’s sense of humour. Human beings like to laugh and what can be a better type of attention-grabbing tool than humour, because humour helps people to remember a product or an idea. The marketing or advertising strategies often try to build a positive association with their product or service. In many insurance advertisements, very often, the customers are being shown the benefits of having insurance with the help of humour
Moral appeals are directed to the consumes’ sense of what is right and proper. These are often used to exhort people to support social and ethical causes. Types of Moral Appeal are as follows:
- Social awakening and justice
- Cleaner and safe environment
- Equal rights for Women
- Prohibition of drugs and intoxication
- Adult literacy