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Advertising Effectively – Using Context with Promotional Products


No matter what marketing is hoped, by using the concept of continuity can help you to meet your goals. Remember, the more times a person is exposed to your marketing message, the more likely they are to be affected by it. When business continuity of its images, brands, advertising messages and public announcements and recalls his work. Even if you are the owner of a small business, employing continuity can increase your customer loyalty, sales and popularity. What are your business needs? Do you want to attract new customers? Are you interested in more sales? Do you want to develop brand recognition? Want to attract more visitors to your web site? Want to increase your office or trade show traffic? What types of clients are you attracting now? Who do you want to attract to your business? Working with the idea of ​​continuity under the guidance of consultant presentations and incorporate it into your marketing plan.


One basic method to use business continuity is to show the client or employee appreciation. Send out promotional items and gifts in different seasons, but make sure the gifts are related to each other in some way. Of course, each promotional gift should be adjusted, labeled with your company name and contact information, or a special message. Giving such objects to honor gratitude helps and maintain your business’ positive image.

for your supervisors open a new upscale fitness center, a company could send some useful promotional gifts at various intervals. For example, supervisors could be recipients of personalized towels, sports water bottles, and a duffel bag.

It is important to develop the theme and give away items related to the overall idea. Themes can really add to the success of the promotional campaign. If you are struggling for ideas, consult the help of professional presentations for their assistance.

Build Stability

We work in the labor market with many questions looming. What jobs will be around tomorrow? What are the projected budget cuts for next year? Which will still have a job? With certain institutions, these factors are out of our control. However, as a leader in your own business, you can help bring a sense of security and stability.

Install programs like teacher of the month, employee of the year, and weekly sales award winners and give away products that show continuity. There a number of ways to recognize people and make them feel comfortable and sure in their position. Often these awards are a simple and cost very little, but satisfaction from earning the honor is priceless. In addition to these ideas, long-term high-wage programs can also be very effective and can encourage staff to win points that work toward achieving large prizes, such as trips, equipment and technology.

Continuity is everywhere

We’ve all been continuity programs as consumers. In fact, many of us participate and enjoy such programs without knowing it. We subscribe to the book and movie clubs. We compared the frequent-flyer miles. We save label working prizes. We use customer cards on file for rates. These are all examples of continuity campaigns. It includes rewards and back with loyalty to the same company for the benefits.

From large corporations to local small businesses, successful business leaders know that continuity works. Look at McDonalds monopoly game. When customers buy certain sizes of food, they get a Monopoly game pieces. These works correspond Monopoly board McDonalds. Whether a client exposes Boardwalk, Park Place, or B & O Railroad is completely random, but the public seems to enjoy participating in this game with hopes of winning the big prize. Companies in McDonald increases sales, increases customer loyalty, and creates new customers each time they repeat Monopoly campaign.

Whether marketing goals are to show a client or employee appreciation, foster company loyalty, increase brand recognition, or build community within your organization, continuity is a concept that can work for you. The basic principle is as simple as this: The more we are exposed to your marketing message, the more likely we are to remember it. How have continuity worked for you in the past? How do you use this tool? How do you see it improving other areas of marketing? A professional promotional consultant is available now to assist you in implementing continuity in the advertising process.


Advertising – Precious Information Or Vicious Manipulation



Is advertising the ultimate way to inform and help us in our daily decisions or is it just too powerful form of mass deception used by companies to persuade their prospects and customers to buy products and services they do not need? Consumers in the global village will have to increase the number of advertisement messages and spending for advertisements is increasing accordingly.

It will not be exaggerated if we conclude that we are “soaked in this cultural rain marketing” through television, press, cinema, Internet, etc. (HACKLEY and Kitchen, 1999). But if thirty years marketing communication tools were used mainly as a product-centered tactical way, now the promotional mix, and in particular the advertising focuses on signs and semiotics. Some argue that the actions of Market ‘Finally, “turn the economy into a symbol so that it means something to the consumer” (Williamson, quoted anonymous, marketing, 2006: 569). One important consequence is that many of the contemporary advertisements “are selling ourselves” (ibid.)

The above process is influenced by the commodification of products and blurring of their own perception of the consumer to offer companies. To differentiate and position their products and / or services companies today employ advertising which is sometimes considered not only bad taste, but also as deliberately intrusive and manipulative. The issue of bad advertising is topical to the extent that organizations like Adbusters have adopted the technique of subvertising – show real plan behind the modern advertising. The Adbusters magazine editor-in-chief Kalle Lason commented on corporate image building communication activities of large companies: “We know that oil companies are not very friendly to nature, and the tobacco companies do not really care about ethics” (Arnold, 2001). On the other hand, “Ethics and social responsibility are important determinants of such long-term profits to survive long-term profitability and competitiveness of the organization” (Singhapakdi, 1999). Without communications strategy that revolves around ethics and social responsibility concepts of Total Quality and customer building become elusive. However, it could not light a clear ethics formula of marketing

ADVERTISING -.? Valuable information or cruel treatment

In order to gain insight into the consumer perception about the role of advertising we have reviewed a few fields, and four in-depth interviews. Various articles reach opposed conclusions. These differ from the ones stating that “the ethicality of corporate behavior is an important consideration in the purchase decision” and that consumers “will reward ethical behavior by a willingness to pay higher prices for a product that the company is” (Creyer and Ross Jr., 1997) to others stressing that “although consumers may express a desire to support ethical companies and punish unethical companies, the actual purchase behavior is often little effect on ethical concerns” and that “price, quality and value outweigh ethical criteria in consumer buying behavior “(Carrigan and Attalla, 2001). With a focus on advertising as the most prominent marketing communication tool we have constructed a set interview consisting of four themes and nine questions. The conceptual framework of this paper is based on these four themes.

Theme I. Ethics in advertising

first theme consists of two introductory questions about the ethics in advertising in general.

IA How would you define ethics in advertising?

The term ethics in business involves “morality, organizational ethics and professional deontology” (Isaac, cited Bergadaa ‘, 2007). Every industry has its own guidelines for their ethics. However, the main four requirements for marketing to be legal, decent, honest and truthful. Unfortunately, in a society where a course of action by companies is determined by profit targets the use of marketing communications messages “may constitute a form of social pollution through the potentially damaging and unintended effects it may have on consumer decision-making” (HACKLEY and Kitchen, 1999).

One of the interviewed respondents stated that “the most successful companies do no need ethics in their work because they have built empires.” Another view is that “sooner or later is that not ethical will face the negative consequences.”

IB What do you consider the importance of ethics in advertising?

The second question is about the importance of moral relations with / target audiences and how consumers / customers view it. In different research papers we have found quite opposing conclusions. Ethics of business seems to be evaluated either as very important in the decision-making or not very serious factor in this process. An example of rather extreme stance is that “disaster awaits any brand that acts cynically” (Odell, 2007).

It may seem obvious that the responsibility should be carried by the advertiser because “he is a key responsibility in keeping advertising clean and decent” (Bernstein, 1951). On the other hand, the company’s actions are defined by “the canons of social responsibility and good taste” (ibid.). One caller said:

“The only obligation to decent advertising is the one who profits at the end of the company’s profits should not be at the expense of society ..”

Another stated that “our culture and the social awareness determine the good and bad in advertising “.

increased importance of marketing communications ethics is focused on the need to apply more dialogical, two-way communication methods. The “demassification technologies have the potential to facilitate dialogue”, but “mono logic” attitude is still the dominant one (Botan, 1997). Arnold (2001) notes that the cases of Monsanto and Esso which had to pay “the price for [Their] one-way communications strategy”. In this train of thought we reviewed the ethics in advertising from two different angles indicative of our respondents and different perspectives in the review papers. The first is that it is important to have one common protocol contained in the law. The other affirms the independence and responsibility of every industry to set its own standards.

Theme II. What type of regulation should be the leading one in the field of advertising?

Next theme draws attention to regulation system should be the primary one. The generally accepted opinion is that both self regulation and legal controls should work in synergy. In other words, the rules of procedure is designed to support the law. However, in certain countries there are stronger legal controls over the advertising, eg in Scandinavia. However, self-regulation of the industry is selected in the Anglo-Saxon world. . However, not everyone agrees with the laissez-faire concept

One of our respondents said

“I believe that governments impose more stringent regulatory framework and harsher punishment for companies that are not in accordance with law.”

Needless to say, the social acceptability varies from one culture / country to another. At the end of the day “good taste or bad is largely a matter of time, place, and man” (Bernstein, 1951). It would also be probably impossible to put crystal mode of the era of the Internet and interactive TV. For both types of regulation should be applied with the ultimate aim to achieve a balance between the sacred right of freedom of choice and information and minimizing possible widespread offense. Put differently, the goal is to synchronize the “different ethical framework” dealers and “other community” to fill the “ethics gap” (Hunt and Vitelli 2006).

Theme III. Materials in advertising.

Probably a controversial issue in the field of marketing communications is the content of advertising. Nwachukwu et al. (1997) identify three interests regard moral judgment ads: “individual autonomy, consumer sovereignty, and the nature of the product”. The individual autonomy is concerned with advertising to children. Consumer sovereignty deals with the knowledge and sophistication of the audience Whereas advertising for harmful products are in the middle of the public for a long time. We have added two more perspectives to arrive at five questions in the conducted interviews. The first concerns the advertising that indicates a sense of guilt and praise affluence that in most cases can not be reached, the second is advertising stimulating desire and satisfaction through the acquisition of material goods.

III.A. What is your attitude to promote harmful products?

A typical example is the advertisement of cigarettes. Nowadays we can not see slogans like “Camel Agrees throat” (Chicken Head, accessed September 25, 2007) or “Chesterfield – Packs more pleasure – because it is more fully packed” (Chicken Head, accessed September 25, 2007). General advertising, sponsorship and other marketing communications means are already prohibited to be used by cigarette manufacturers. Surprisingly, most of the answers of the respondents were not against the cigarettes advertisement. One respondent said:

“People are well informed about the consequences of smoking so it is a matter of personal choice.”

As with many other contemporary products the shift in communications messages for cigarettes focuses symbol and image building. The same is true for alcohol. A well-known example of emotional advertising is the Absolut Vodka campaign. From Absolut Nectar, with Absolut Fantasy to Absolut World the Swedish drink actually aims to be Absolut … Everything.

Advertising of hazardous products is even more harshly criticized when it is aimed at audiences with low individual autonomy, ie children. Two key elements in this respect are the manipulation of cigarettes and alcohol as a “rite of passage into adulthood” and the fact that “sales of health-hazardous products (alcohol, cigarettes) to develop freely without much disapproval” (Bergadaa, 2007).

III.B. What is your attitude towards the advertisement to children?

children are not only customers, but also consumers, influencers and users in family decision-making Unit (DMU). Additional difficulty is that they are too impressionable to be deciders in the DMU. At the same time it is not a secret that marketers apply “the same basic strategy of trying to sell the parent through the child’s claim for the purchase” (Bernstein, 1951). It is not surprising then that “spending on advertising for children has increased fivefold in the last ten years and two thirds of commercials during child television programs are for food” (Bergadaa 2007). In the US alone children represent a direct purchases market of $ 24 billion worth (McNeal cited Bergadaa, 2007) which certainly is at the top of the agenda of many companies. While utilizing children’s decision-making immaturity advertisers often go too far dematerialising their products and “teleporting children out of the tangible and into the virtual world of brands” (Bergadaa 2007). Teenage virtual worlds like Habbo where snack food brands run advertising campaigns are already a fact of life (Goldie, 2007). The imaginative worlds are popular not only online. Hugely successful for creating a fantasy world is Mc Donald’s. The company is at the top of the European list of advertisers kids but more than half of the children are advertising for junk food.

Some countries are harsher restrictions to the children advertising.

• “Sweden and Norway do not allow any television advertising to be directed at children under 12 years and no ads at all are allowed in children’s programs.

• Australia does not allow advertising in programs for children of preschool age.

• Austria does not permit advertising in children’s programs in the Flemish Region of Belgium no advertising is allowed 5 minutes before or after programs for children.

• Sponsorship of children’s programs is not allowed in Denmark, Finland, Norway, Sweden, Germany and the Netherlands, but it is allowed, it is not used in practice. “(McSpotlight, accessed September 20, 2007).

According to research by Roberts and Pettigrew (2007) the most common themes in children advertising are” grazing, the denigration of core foods, exaggerated health claims and implied ability of certain foodstuffs increasing popularity, performance and mood. “But junk food is not the only reason for concern parents According to a study of the Kaiser Family Foundation (Doll Iver, 2007) parents are concerned about the amount of advertising on the following products (in order of importance) :. toys, video games, clothing, alcohol / beer , movies, etc

The interview respondents were unanimous: “. The advertising to children should be strictly monitored “Similar results were obtained in surveys by Rasmussen Reports and Kaiser Family Foundation. Nevertheless, there are legal means just one part of the protection of children. The other part involves” the decision-making responsibility of parents and teachers, “which is “to assist children to develop a skeptical attitude toward the information in advertising” (Bergadaa 2007). The market itself should also participate in shaping the moral system of our future and “each brand should have its own deontology his – code of practice regarding children – rather than rely on industry codes “(Horgan, 2007)

III.C. Do you think there are many misleading, exaggerating and confusing advertisements. Are many ads promising things that are impossible to achieve?

There will be no exaggeration to state that advertising is in a sense “salesmanship addressed to masses of potential buyers rather than one buyer at a time” (Bernstein, 1951). Since “salesmanship itself is persuasion” (ibid. ) We can not just blame the advertisers seeking sales goals. However, in the last twenty years or so advertisers have increasingly applied semiotics in their messages and as a result advertising have begun to function more and more like a symbol. One extreme case in this stream of advertising is the creation of idealized image of a person who uses the advertised product. Bishop (2000) draws our attention to two “typical representatives of self-identity image ads” which entice consumers to project the respective images to themselves through the use of a product

– “The Beautiful Woman”;

– .. “The Sexy Teenagers

By setting such stereotypes advertisers not only mislead the public and increase the impact of products but also provoke low self-esteem of consumers At the same time they promise results that in most cases are simply impossible to achieve. Instead of promoting “‘glamorous’ anorexic body images” communication messages should be used “different types of body” and should drop the idea of ​​the “impossible physical body images” (Bishop, 2000).

to question III.C one of the respondents said

“Customers these products [the advertised through thin models] are mostly people who do not have the same physical characteristics. For me, this type of advertising is deliberately designed for people to make them feel not finished, far from attractive social outsiders “

However, in another interview that:”. Everyone has their own way of evaluating what is believed and what is misleading. Consumers are sophisticated enough to know what is exaggerated. “

Similarly, Bishop (2000) concluded that” image ads are not false or misleading “and” whether they advocate false values ​​or not is a matter for subjective reflection. “The author argues that image ads do not interfere with the internal independence and if people are misled, it is because they want it. It’s all about the free choice of our behavior and no advertisement can change desires. Maybe the truth Our lies somewhere between these two extreme positions.

III.D. What is your attitude towards advertisements that include a sense of guilt, and praise affluence that in most cases can not be reached?

A specific case of controversial advertising is the one used to “promote not so much self indulgence as self doubt”, one that “seeks to create needs, to fulfill them, creating new anxieties instead of allaying old” ( HACKLEY and. Kitchen, 1999) A reaction interviewee says our

“It’s not just a matter of advertising. It has to do with social inequality and the desire to do what you can not. “

HACKLEY and Kitchen (1999) refer to this discrepancy and that” when reality does not fit the image of wealth and the result is a subjective feeling of dissonance. “The case could elaborated further through the next question.

III.E. ads are stimulating desire and satisfaction through the acquisition of material goods moral?

We live in a society that is more or less marked by materialism. Advertisements are often blamed the fuel consumption is said leads to happiness. The role of promoting satisfaction with the acquisition of material goods has become so important now “media products are characterized by relativism, irony, self-referentiality and hedonism” (HACKLEY and Kitchen, 1999). Is the popular saying “those who die with the most toys work” really inspiring in consumer behavior and could consumption be cured emotional dissonance? This seems to be the case provided a brand succeeds to enter in the evoked set of consumer choices. This new “kind of materialism” goes hand in hand with “the emergence of individualism via sheer hedonism along with narcissism and selfishness” (Bergadaa 2007).

theme IV. The amount of advertisements justified?

IV.A. Do you think there is too much advertising?

Review of food advertising aimed at children in Australia Roberts and Pettigrew (2007) revealed that “28.5 hours of television programming children sampled the 950 ads.” Indeed, we are all bombarded with ads on television, Internet, print media, etc. The amount and content of marketing communications messages puts information processing ability of the consumer to test. Exposure marketing overload often leads to selective perception diluted consumers. Whether our responses are defined by “confusion, existential despair, and loss of moral identity” or the “Act constructively to the [communications] Leviathan and become intelligent, cynical, streetwise” (HACKLEY and Kitchen, 1999) is a matter open to debate.

Two opposite streams of attitudes were produced in our research. One stance is concerned about the undue amount of advertising. The stream proclaims that “If it is commercial, so it is justified by the need.” We agree that communications overload may indeed have “a lasting effect on the social ecology of the developed world” (HACKLEY and Kitchen, 1999). If increasing communication pollution is not managed properly, both legal and industry perspectives still advertising will manage “to hoist their leg of her mouth and kick out a couple of own teeth” (Bernstein, 1951).


In preparation of this article we have used qualitative interviews depth to get a glimpse of what actual customers opine. We have also substantiated our presentation with reference to a number of influential articles in the field of ethics in marketing. In general, respondents us as well as various authors have taken two opposing stances. The first affirms that ethics in marketing communications matters considerably, but the other downsize the importance of ethics, thus highlighting the role of other factors in consumer decision-making, ie Price, brand loyalty, convenience, etc.

Market should understand “responsibility emerging picture of the future society” (the Bergadaa 2007). Not only is the need of legal ethical frame but also professional ethical benchmarks and deontology should be available. One of the main challenges is to avoid creating a “happy customer in the short term”, because “in the long run both consumer and society may suffer as a direct result of the actions of the market in” satisfying “consumer” (Carrigan and Attalla, 2001).

Concentration advertisement influence exerted on consumers is only one part of the equation. On the other hand, we can confirm that consumers are not morally subservient and according to the process model is a natural cognitive defense. The communication “offer us a theater of our own imagination” (HACKLEY and Kitchen, 1999). Consequently, we accept the reality in terms of their own experience. In this sense marketers do not create reality – they are simply a mirror of society. We argue that unfortunately this is not always the case.

Advertising often deservedly considered the embodiment of consumer freedom and choice. Despite this important role, when the choice is “between a candy bar and another, the latest savory snack or sweetened breakfast cereal or fast food” (McSpotlight, accessed September 20, 2007) and it represents but not choice and certainly not. healthy one

Word Bernstein (1951), said fifty-six years ago are still very much a matter of current interest: “It is not true that if we save advertising, save us,” but it seems reasonable to assume that if we do not save advertising, we might lose all. “

Anonymous (2006). Module Book 6, Marketing Communications, University of Leicester.

Arnold, M. (2001). Walking the Ethical Tightrope (Marketing Corporate Social Responsibility), Marketing, 7 / 12/1001, p. 17

Bergadaa M. (2007). Children and Business: pluralistic ethics Market, Society and Business Review, Vol. 2, No. 1, pp. 53-73.

Bernstein, SR (1951). Good Taste in advertising, Harvard Business Review, Vol. 29, No. 3, pp. 42-50.

Bishop, JD (2000). Is Self-Identity Image Advertising Ethical?, Business Ethics Quarterly, Vol. 10, No. 2, pp. 371-398.

Botan, C. (1997). Ethics in Strategic Communication Campaigns: The Case for a new approach to public relations, Journal of Business Communication, Vol. 34, No. 2, pp. 188-202.

Carrigan, M. and Attalla, A. (2001). The Myth of the Ethical Consumer – Do Ethics Matter in Purchase Behaviour ?, Journal of Consumer Marketing, Vol. 18, No. 7, p. 560-577.

Chicken Head, “Truth in advertising. Online. Available at :. (accessed 25 September 2007)

Chicken Head,” Truth in advertising. Online. Available at :. (accessed 25 September 2007)

Creyer, EH and Ross Jr. WT (1997). The impact of corporate behavior on purchase intention: consumers care about Business Ethics?, Journal of Consumer Marketing, Vol. 14, No. 6, p. 421-432.

Doll Iver, M. (2007). A parents Dim View Advertising, Adweek, Vol. 48, No. 26, p. 25

Goldie, L. (2007). Brands free to use Virtual Worlds aim Kids, New Media Age, 08.09.2007, p. 2.

HACKLEY, CE and kitchen PJ (1999). Ethical Perspectives on postmodern Communications Leviathan, Journal of Business Ethics, Vol. 20, No. 1, p. 15-26.

Horgan, S. (2007). Online Brands have their own ethical guidelines, Marketing Week, Vol. 30, No. 26, p. 30

Hunt, SD and Vitelli, SJ (2006). The General Theory of Marketing Ethics: A Revision and Three Questions, Journal of Macro Marketing; Vol. 26, No. 2, p. 143-153.

McSpotlight, ‘Advertising children, UK worst in Europe’ Online. Available at :., (accessed 20 September 2007)

Nwachukwu, SLS, Viterra, Jr. SJ, Gilbert, FW, Barnes, James H. (1997). Ethics and Social Responsibility in Marketing: Examination of the Ethical Evaluation of Advertising Strategies, Journal of Business Research, Vol. 39, No. 2, p. 107-118.

Odell, P. (2007). Marketing under the influence, Promo, Vol. 20, No. 6, p. 27

Roberts, M. Pettigrew, S. (2007). A Thematic Content Analysis of Children Food Advertising, International Journal of Advertising, Vol. 26, No. 3, p. 357-367.

Singhapakdi, A. (1999). Perceived importance of ethics and ethical decisions in marketing,

Journal of Business, Vol. 45, No. 1, p. 89-99.

Stanford University, “Alcoholic Advertising ‘. Online. Available at :., (accessed 20 September, 2007)

Vintage Virginia Slims, Online. Available at:, (accessed 25 September 2007)


Advertising on White Vans is an inexpensive way to promote your business


Outdoor advertising is nothing new. Billboards have been a familiar sight along British roads and in cities for decades now. Modern ones can even turn the ads electronically.

Advertisers are always on the lookout for new and innovative opportunities in outdoor advertising. That’s why white van ads, but the potential to become a real success story for those who take the plunge with them.

British roads have millions of cars, trucks, buses and vans that are all rolling this way and that to go somewhere every day. Of all the vehicles to be seen that it is ubiquitous white van which is arguably the most common. They seem to be everywhere, and they are too. Businesses of all sizes, large and small, have white vans. They travel millions of miles each year. Here lies a great opportunity.

It is true that many white vans Britain already van ads on them. Usually livery company logo and name with perhaps some information about him. It is usually not very focused advertising, if in fact it is possible to call advertising at all. It is a passive way of saying: “We are here” It may take a few customers, but no real income at the end of the day. There is a better way though.

White vans that carry no advertising or business information can now compare the ads and get paid to do it as well. For small businesses this is a real win-win situation. They get normal use their van, but they now have a monthly income coming in to cover the cost of running the van. Van advertising in this way seems so obvious when you think about it.

The secret to how this is so you can easily passing van wraps. This technology was first used in 1990. The first vehicle to be wrapped with ads was actually a bus, but the same principle applies to all vehicles.

A thin film of vinyl that has a computer-generated graphics printed on it is packed into the van body in such a tight fitting and clinging to the way it appears to be part of the body paintwork.

Effects van advertising through van wrap is simply amazing. It can transform an ordinary white van in specialized mobile outdoor advertising platform in place, it is possible to make money for everyone involved, too.

Perhaps it is best to van wrap advertising the fact that tissue can be removed quite easily too. It should not affect the paintwork in any way, so that the van be just another white van, or one waiting to be converted back with someone else’s advertising wrap.

Anyone who has seen the van ads on their best van graphics wraps can not fail to be impressed. Long gone are the days when visual advertising vehicles was limited to the undoubted skills sign writer. Now the whole world of the computer on hand and the only real limit is imagination designer and they are getting better all the time too.


Advertising Design


Advertising Design are an important part of advertising. If your ads are designed poorly, that is going to pay attention to it? The answer is no will. The Design in most cases to do with professional designers; there are plenty of companies out there that will do you design, logos, banners, posters and anything else you can think of for advertising. This company specializing in advertising design would charge you for their services.

depends on the company’s reputation, the quality and standards developers will contribute to the advertising cost will be. You will find companies that offer this service at a low price, but be warned, it can be the price for a reason, check out the company first to find out if you can see some examples of previous work them (if they have a website it is likely to be available, if not you will be able to ask some) and look for customer reviews.

Advertising Design does not need to be performed by a professional, however, a lot of companies design their own logos, and posters. It is important that the logo is attractive to the eye, vibrant and something that you will remember. Simple designs are often effective design; do not think that just because you put a lot of detail, a lot of pictures, a lot of text in mind that what makes it good. Less can often be more and as long as it catches the eye and gets to the point, your ads will succeed.


Advertising – Summary


The rule of advertising is to keep it short and simple, but effective. It can be summarized as follows.

‘show, do not tell’

This means that too much exposure to the target audience can cause problems for your campaign and can have a serious impact on the intended purpose.

Anatomy Of news conference

“It is much easier to write a speech about good advertising than it is to write a good ad. – Leo Burnett

Press ad can be replaced as follows:

• Headline

• Visual

• Text / body copy

• Logo

• Base / punch line

(above may be black & white or color with or without borders (bleeding).)

‘Ads are the cave art of the 20th century “- Marshall McLuhan (1993)

‘A picture speaks a thousand words “

Logo – Greek word – stands for the spirit, culture and purpose company

TYPE / Ad Category

• Industrial – engineering / OEM

• Corporate – co. picture

• Public service – AIDS / anti pollution / Health / family welfare

• Financial – loans / fin. Schemes / insurance

• Public Issues – IPO

• classified – Sale / Wanted / matrimonial / to let

• Consumer sensitive – soaps / drinks / Eatables

• Teaser

• Cartoon Strip – generally for baby products

• Consumer durable – white goods / brown goods

• Promotions – increasing sales / clear stock / offers / discounts

• Souvenier – for example, rock concert to raise funds

• advertorial – advertising message printed in the form of editorial

• Direct response – have direct feedback from readers (such as coupons)

• Launch – a new product / service / branch

• Buried offers – see if people notice ad

Creative Strategies

• Reference – use famous people to testify product

• Lifestyle – lifestyle is used as the main appeal

• Problem – solution – before and after comparison

Agency Short & Advertising Strategy

Establishment press has all the raw material organization needs to work out a sound strategy


Agency Short client ——–> Advertising Strategy (long / short)

Advertising strategy meets the objectives of advertising

Agency Short satisfy marketing goals & it contains information about:

• Company

• Product

• Marketing strategy

• Marketing Targets

• Sales Policy

• Total goals

• Management Policy

• Competition

• Customers

• Future plans

All the details in the Press Agency in the light of the company. Company organization is to view it from the standpoint of consumers, thereby laying the foundation for advertising strategy.

Setting Advertising Strategy

Advertising policy decides

Sr. mgr. + Creative + Media & A / C planning + Research wing = Team Work

Written Advertising Plan includes:

• Declaration advertising goal

• Written advertising strategy

• Product Positioning statement

• The list of reasons to buy

• Creative Drawing

Advertising strategy

• “What will advertising messages

• ‘How’ it should say (press / tv / film / radio etc.)

• Who ‘subject matter

• Analysis of consumer behavior and attitudes to product

• thoughts were that future brands

• Find a positioning for the brand

• Think of ways to overcome or eliminate advertising strategy of competitors

• set the basics for media policy

• Decide on a budget

• Do what research, if any, to be carried out

• Work out a timetable for advertising

Creative Brief & Strategy

Advertising strategy ————–> Creative best to copy / Art team

Creative brief

Says Product / competition / market / consumer profile / marketing goals / advertising goal

Advertising Task

• Brand visibility

• Use

• Promotion

• New brand awareness

• Repeat usage

• Educate

• Explain new concept

‘The consumer is not a moron, she is your wife “- David Ogilvy

Setting creative direction

• Problem assessment

Creative strategy

• Target

• Brand positioning

• Image

• tone of voice

• Recommendation

• Research


eg toothpaste

• Target audience – men / women / children middle income group living in metros

• Whom to address – the decision maker – female

• What are the upper / hidden influencers – children

for peppermint toothpaste target audience are children. The flavor will appeal kids, which in turn will influence / pressure their mothers to buy peppermint flavored toothpaste.

“There is no such thing as Mass mind. The mass audience is made up of individuals and good advertising is written from person to person. When it is intended to millions, it moves rarely anyone’s – Fairfax Cone (Foote, Cone & Belding)

tone of voice

• It is important to design communication messages

• Visual should echo the same tone of voice

• Depending on how you want to send the message

o Joyfull

o Fear

o Instruction

o Cape etc.

Suppose you are PM & War. How would you send it to you:

• Son

• Wife

• Citizens

• US President

(this shows the tone of voice depends on the message & audience)

Brand Image

Image – The perception of others about me

Personality – what I am

Brand image leads to Brand personification

(what consumers think you are & what you look like or how they imagine)

pure perception or impression

The proposition

Rosser Reeves coined the term USP in his book “Reality in Advertising” in 1970

proposition = Consumer benefits + reason ‘why ‘- Alyque Padamsee

eg Pears soap keeps your skin as soft and smooth as a child because it contains pure glycerin

the proposition for Pears soap = soft skin (benefit) + glycerol ( reason)

Lux soap ad. ‘Beauty soap of the film stars ”

• Close up of a beautiful movie star

• Soap image

• The headline is the testimony of a star

• Baseline – “beauty soap of the film stars’ & signed by the star

Consumer perception

Lux soap immediately produce a movie star appearance in even the plainest face.

Brand Positioning Statement

• What you want people to think of the brand

You need to know the 3 P to develop brand positioning statement:

• Product

o Does it fill a specific need / desire

o Are most users happy

o Is it exclusive features

o Is it located right

• Outlook

o Demographics

• Men / Women / Children

• Young / middle aged / old

• Rich / poor / Average

o Where they live

o Theatre in reading / TV / Radio

o What do they know about the brand

• Purchase

o Where they buy products from

o seasonal or special occasion purchase

o the put or impulsive

o How is the price compared to the competition

Brand Positioning

– Cadillac quality car

– Volvo car safe

– McDonald burger place

– Dominos instant delivery pizza

– AT & T telephone company

– Xerox photocopying the company

From proposition that title

• Be clear

• Be simple

• The headline should compliment sight

• Be imaginative

• Heading Baseline + + Visual – should reflect the proposition

Headline + + Visual Baseline = 90%; Body Copy = 10%

• Keep land to sea ratio


What is Brand Advertising?


Brand advertising is in the heart of every business success. It is all too easy as a business owner to make the mistake of thinking the brand logo and color scheme along with a slogan. Consumer (Remember them? They are people who keep you in business), the brand is synonymous with your company. People build relationships that can be very personal to your brand, but not a company per se. The best brands build an emotional connection with consumers, which leads to customer loyalty.

Effective brand advertising is all about building this connection with consumers, most importantly to your company or your product as something that is a known quantity to them – something comforting that they can trust. You already know how great your product or service; but it alone will not ensure success. You need to raise the profile of the brand to get consumers’ attention and begin to build a relationship with them based on trust.

While some media lend themselves more readily to brand advertising than others, a comprehensive campaign of brand or re-branding will usually be of several different media. Print and television are usually the media of choice for brand advertising, including advertising in publications, billboards and other advertising as well as ‘captive audience’ formats such as advertisements on subways and buses.


is a visual medium, and as such it can make a powerful brand impact on consumers when used effectively, but regardless of the media chosen, simplicity is the best way to promote your brand. The combination of print and television media brand advertising is usually a good media mix for the brand campaign. Other marketing efforts can build your brand later, but when you need to establish a presence for your brand, keep it simple for the biggest impact.

radio spots and online advertising can also add brand advertising campaign; While they are generally not suitable substitute for traditional print and television placements, they can be a valuable part of branding efforts. Online advertising in particular is growing in popularity, with an increasing number of companies choose to go where consumers are ‘which is online in many cases. Online brand advertising incorporating banner ads, blogs and even video are becoming more common and they seem to be affecting consumers, which means that this online brand advertising venues are to be ignored at your peril as a business.


What is Advertising


Advertising is to tell other people that you have something you want to sell them. When we say today that advertises, means that he is paying someone else to publish (that is, “to make public”) the information he has something to sell. There are many ways that this information may be made public. Different ways are called the media of human advertising. This can be printed notice (“Ads”) in newspapers and magazines; or spoken announcements (“ads”) to radio and television broadcasting; or displays, such as billboards, electric signs, and posters; or direct mail, which means mailing a letter to the person you want to sell; or souvenirs, such as matchbooks or calendars with the name of the advertiser on them; and many other media all the way up to skywriting.

Advertising is big business in the United States. In a typical year, 1950, American businessman was more than 7 billion dollars advertising things they had for sale. The largest part of this-more than a third was devoted to the “space” in the newspapers. Another third of 7 billion dollars was part of both the television, radio and magazines. This means that each of these media had about 10% of all the money that was spent. Direct mail accounted for about 15%. The rest of the advertising money was divided among many other media. Advertising is also an art. The best writers and artists combine their skills


Advertising – How advertising has changed over the years


Customers are looking for products and services, and companies are hoping to find the purchase of their services and products. With good marketing team they will offer solutions that will connect both parties with each other. Solutions include advertiser will come to those consumers who are looking for what your business has to offer. Plus, email marketing, search engine marketing (SEM), as well as link building are only a few of advertiser solutions they offer to help with the growth of the business.

According to the exact needs of your business, the marketing team will use other solutions advertisers as CPA, click purchasing email marketing that makes paying for the clicks that are complete with consumers buy. Allow your company to have a lower risk of investment in marketing strategy can not be effective.

Also, the team will only target lists out there that are permission based. Using this list means you have to be sure that people who click on your site will be those who are willing to buy what you are offering. Using these transparent solutions advertiser you find target users who want to help to make more sales and help promote your business to grow.

The best marketing team offers its customers the tools that are innovative and cutting edge to help the growth of online business. With fresh and unique approach to marketing solutions are the ones that will be tailored to your business needs.


Advertising – What is Subliminal advertising



Subliminal advertising is a relatively old concept in marketing, but one that we should be aware of. This is because it is actually a very powerful form of promotion and has taken on new dimensions lately. It makes use of visitors and potential buyers who are already in the store or on your website and encourage them to buy more.

What exactly is subliminal advertising? It is a secret form of marketing to people who may not be aware they are marketed well. The definition is the use of sights and sounds to get through to people without them realizing it. Some would call this subtle form of brain washing. This is because it touches our subconscious mind and encourages us to buy without the rational conscious brain saying “keep you really need this?”

There are several ways that this form of advertising is new

Music: this has been going on in stores for years. Upbeat music is always playing in malls to put potential customers in a good mood and encourage them to buy. Happy people are more likely to buy than sad ones

Restaurants usually play restful or pop music that makes the customer feel relaxed and comfortable in their establishments

Visual: .. Website promotion, or store promotions are both prime examples. If the website or store look closely you will definitely be and will be in a good mood to buy. Video of the most popular foods will help you to buy more of these items when you shop at the store. You can see this done in Walmart

Dimensions :. Videos on the web are becoming very popular and take the reader as soon as they come to the website. They appeal to the eyes and ears and subtly say “buy, buy, buy,” even if the pocket book and justified sense say “hold.” Online salespeople will have special scripts to upsell to the customer and make them buy more, even if they really do not want to do it.

So-called doctors and professionals recommend all kinds of drugs and related products. The fact that a doctor recommends it makes a good impression on potential customers and lulls them into thinking that drugs or related products will actually help them. Many companies are hiring agents to drop a good word about their products so positive viral campaign is set up. False voice messages are sent to voice mail boxes people on their phones to give a false positive on the product

written word :. Many products come with celebrity endorsements and “as seen on TV” suggestions. This has the same effect as a physician referral.

The Internet: unseen spy shaped cookies dropped in your browser with the company will reveal information about you that can be used as advertising

More devious ways Subliminal marketing are fake tourists on the streets. show fancy photography or telephone gear. In sports there will always be some products seeders looking for players to show the company’s products. Fake news of politics, Miracle products and drugs are seeping into our news programs. Even the government has jumped on the bandwagon and are selling policies that they want voters to support through news programs.

As you can see there are many ways that companies use subliminal advertising. If we do not want to get trapped into buying things we do not want, we should be aware of this.