UNIT-I

Advertising:

Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to

take some action with respect to products, ideas, or services. Advertising is a paid form of
communication in which the sponsor or the brand owner has made payments to the media to carry the
message through their set of media vehicles. Messages are usually viewed via various media; including
traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media
such as websites and text messages.

Definition:

The Oxford Dictionary explains advertising as “ to make an announcement in a public place, describe or
present goods publicly with a view to promoting sales”.

The role of advertising

Advertising fulfills a number of tasks usually in the context of brands.

Advertising:

- creates awareness

- communicates attributes and benefits (rational and emotional)

- reminds and refreshes to ensure top of mind awareness and that a brand is in consumers consideration
set therefore generates repeat purchase

- and over time contributes to loyalty and the franchise of a brand modes of persuasion, such as a public
service announcement.

Describe AIDAS :

A communication model which aims to obtain Attention, Interest, Desire, Action and
satisfaction. It is a model showing stages in the effects of advertising on consumers, i.e. how you
attract their Attention, keep their Interest, arouse a Desire, and provoke Action to purchase.

A - Attention (Awareness): attract the attention of the customer.

I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead
of focusing on features, as in traditional advertising).

D - Desire: convince customers that they want and desire the product or service and that it will satisfy
their needs.

A - Action: lead customers towards taking action and/or purchasing.

 S - Satisfaction – satisfies the customer so they become a repeat customer and give referrals to a
product.

UNIT-II

What is Media?

In general, "media" refers to various means of communication. For example, television, radio, and the
newspaper are different types of media. The term can also be used as a collective noun for the press or
news reporting agencies. In the computer world, "media" is also used as a collective noun, but refers to
different types of data storage options.

Computer media can be hard drives, removable drives (such as Zip disks), CD-ROM or CD-R discs, DVDs,
flash memory, USB drives, and yes, floppy disks. For example, if you want to bring your pictures from
your digital camera into a photo processing store, they might ask you what kind of media your pictures
are stored on.

Types of print media:

The modern advertising techniques make use of many ways to convey messages to the
consumers. Print media however, is one of the oldest forms of advertising methods. Print
media also remains to be one of the most popular forms of advertising because it can reach a
wider target audience. There are various different types of print media, which help advertisers
to target a particular segment of people. Here’s a quick look at some of the various types of
print media.

Types of Print Media:

Newspapers: Newspapers are the most popular forms of print media. The advertiser in this case
can choose from a daily newspaper to a weekly tabloid. Different types of newspaper cater to
various audiences and one can select the particular category accordingly. Advertisers then
design press advertisements where in the size is decided as per the budget of the client.

Magazines: Magazines also offer advertisers an opportunity to incorporate various new

techniques and ideas. Magazines are one such form of print media that give a more specific
target group to the client. The client can make a choice of the particular magazine as per the
product.

Newsletters: Newsletters also form an important part of print media. These target a specific
group of audience and give information on the product.
Brochures: Brochures give detailed information about the product. These are mainly distributed
at events or even at the main outlet when a consumer needs to read in detail about the
product.

Posters: Posters are forms of outdoor advertising. The message in a poster has to be brief and
eye catching as it targets a person on the move.

Apart from these media, direct mail marketing, flyers, handbills/leaflets, banner advertising,
billboard advertising, press releases etc are all the various types of print media.

Types of newspapers

Besides the contents, the newspapers also specialize in their type.

• International newspapers

• Weekly newspapers

• Sunday newspapers

• National newspaper

• Local newspaper

Types of magazines

Art magazines, Business magazines, Music magazines, Computer magazines, Children's magazines,
Health and fitness magazines, History magazines, Humor magazines, Inspirational magazines, Men's
magazines, Women's magazines, Luxury magazines, News magazines, Online magazines, Pulp
magazines, Pornographic magazines, Regional magazines, Satirical magazines, Teen magazines

Electronic Media

Electronic media are media that use electronics or electromechanical energy for the end-user (audience)
to access the content. Any equipment used in the electronic communication process (e.g. television,
radio, telephone, desktop computer, Internet, projector, Cable Television, Satellite Communication,
Local Programming game console, handheld device) may also be considered electronic media.

Outdoor advertising

Outdoor advertising is essentially any type of advertising that reaches the consumer while he or she is
outside the home. This is in contrast with broadcast, print, and Internet advertising.

Out of home advertising, therefore, is focused on marketing to consumers when they are "on the go" in
public places, in transit, waiting (such as in a medical office), and/or in specific commercial locations
(such as in a retail venue). Outdoor advertising formats fall into four main categories: billboards, street
furniture, transit, and alternative.

Billboards are a part of American life, advertising for hundreds of thousands of small businesses.
However, much advertising space, especially in cities, is given to multinational consumer brands.

Street furniture is made up of formats such as bus shelters, news racks, mall kiosks, and telephone
booth advertising. This form of outdoor advertising is mainly seen in urban centers. Additionally, this
form of advertising provides benefits to communities, as street furniture companies are often
responsible for building and maintaining the shelters people use while waiting for the bus.

Transit advertising is typically advertising placed on anything which moves, such as buses, subway
advertising, truck sides, and taxis, but also includes fixed static and electronic advertising at train and
bus stations and platforms. Airport advertising, which helps businesses address an audience while
traveling, is also included in this category. Municipalities often accept this form of advertising, as it
provides revenue to city and port authorities.

What is Mail Advertisement?

Advertising mail, also known as direct mail, junk mail, or ad amail, is the delivery of advertising material
to recipients of postal mail. The delivery of advertising mail forms a large and growing service for many
postal services, and direct-mail marketing forms a significant portion of the direct marketing industry.
Some organizations attempt to help people opt out of receiving advertising mail, in many cases
motivated by a concern over its negative environmental impact.

Advertising mail includes advertising circulars, catalogs, CDs, “pre-approved” credit card applications,
and other commercial merchandising materials delivered to both homes and businesses. It may be
addressed to pre-selected individuals, or unaddressed and delivered on a neighbourhood-by-
neighbourhood basis.

News Papers Circulation and readership : Circulation is the number of newspapers that are printed and
distributed each day. Readership reflects the actual number of people who read those newspapers. A
newspaper's circulation is the number of copies it distributes on an average day. Circulation is one of the
principal factors used to set advertising rates. Circulation is not always the same as copies sold, often
called paid circulation, since some newspapers are distributed without cost to the reader. Readership
figures are usually higher than circulation figures because of the assumption that a typical copy of the
newspaper is read by more than one person.

In many countries, circulations are audited by independent bodies such as the Audit Bureau of
Circulations to assure advertisers that a given newspaper does indeed reach the number of people
claimed by the publisher.

In many developed countries newspaper circulation is falling due to social and technological changes
such as the availability of news on the internet. On the other hand, in some developing countries
circulation is increasing as these factors are more than cancelled out by rising incomes, population, and
literary.

UNIT-III

Advertising agency: An advertising agency or ad agency is a service business dedicated to creating,

planning and handling advertising for its clients. An ad agency is independent from the client and
provides an outside point of view to the effort of selling the client's products or services. An agency can
also handle overall marketing and branding strategies and sales promotions for its clients.

Activities of Advertising agencies:

(1) creates new promotional ideas, (2) designs print, radio, television, and internet advertisements,
(3) books advertisement space and time, (4) plans and conducts advertising campaigns, (5)
commissions research and surveys, and (6) provides other such services that help a client in
entering and succeeding in a chosen market.

IMPORTANCE OF ADVERTISING AGENCIES

Every business house needs a good advertising agency to be a success in the market. A good advertising
is a key element for a successful business. For quality advertisement, taking services of a well-known
advertising agency is very important. You can say that advertisements are one of the most important
marketing tools in the market nowadays. Because of rising demand of advertisements for developing
business, there has been a significant growth in the number of media advertising agencies. There are
many advertising agencies in the market today and each of them promises to give you quality services.
You should select an advertising agency for your business very carefully because advertising means a lot
for successful running of your business.

If you plan to get great results, then it’s always advisable to go in for a reputed and experienced
advertising agency that is in business for quite some time. Because of their experience in the world of
advertising, they will give you good services when it comes to creating eye catching and interesting
advertisements for your business house. There are many ways to choose a good advertising agency.
Word of mouth is one of the best options to gather information about advertising agencies. Ask your
friends and relatives who are already employed services of advertising agencies. Ask them what quality
of services they are getting and are they satisfied with the results? Listen to them carefully, for this will
help you decide as to which advertising agency’s services you can go in for.

Browsing through internet is also a very good option. You can read reviews of various advertising
agencies, visit websites of various advertising agencies, check them and then accordingly opt for the
best advertising agency whose services are in accordance with your budget. Many a times there is a
public relations team in an advertising agency which helps business house build goodwill in the market
and also provide information about the business house and their products and services in the market. In
these advertising agencies, there are employees who work for different departments. These employees
work in the best possible manner so that the advertising campaign for your business house is a success
in the market. The medium of advertising is based mostly on the product and the target audience.

Nowadays the popularity of internet advertising is growing very fast and many companies give
preferences to this mode of advertisement. For promoting technical things services of a technology
advertising is taken mainly because they are well versed with advertising related to technical products.
Business houses especially small and medium sized business houses relies on the most of advertising
because it is the main tool to make their presence felt in the market. You should always choose an
advertising agency that suits your needs and budget aptly so that it can yield maximum gain for you. You
should never go overboard while selecting an advertising agency for you. So subscribe to the services of
good advertising agencies and make your company grow in the market.

Advertising Agencies in India :

Top Advertising Companies Of India:

Ogilvy and Mather:

This is one of the leading advertising company in India. This organization believes that devotion to the
brand defines the profile of their company. This company has offices across the globe. The objective of
the company is to build brands. I t is a subsidiary of WPP Group plc. The headquarter of the company is
in New York.

J Walter Thompson India:

One of the most popular company in the advertising industry is J Walter Thompson India. Their objective
is to make advertising a part of the life of the consumers. This is also world's best advertising brand with
about 200 offices in 90 countries. This company is the first one to introduce pioneer careers in ad for
women,sex-appeal ads and also produced the first ever sponsored -TV program.

Mudra Communication Pvt. Ltd:

This is one of the renowned advertising company of India. This advertising organization was founded in
the year 1980 at Mumbai. Recently the Ad company declared the addition of public relations,rural
marketing,events etc. The head office of the company is in Bombay Area.

FCB-Ulka Advertising Ltd:

One of the best company in India in the advertising arena is FCB-Ulka Advertising Ltd. In US ,this
advertising company ranks third and tenth in the world having about 188 offices in 102 countries. Their
aim is to reflect the needs of the brand and not the personality of the brand. It has about 500
professionals and no prima donnas.
Rediffusion-DY&R:

This Advertising company of India has made a benchmark in the field of creativity. India's 5th largest
advertising company is Rediffusion. This advertising agency offers a wide array of integrated pr services
for external and internal communications. The primary strength of the company lies in the media
relations.

McCann-Erickson India Ltd:

The prominent name among the best advertising companies of India is McCann-Erickson India Ltd. They
define work in relation to the impact that advertising has on the lives of masses. The testimony of the
company in which it firmly believes is the campaign of Coca -cola-'Thanda Matlab Coca Cola'.

RK Swamy/BBDO Advertising Ltd:

It maintained the record of remaining consistently among the top ten advertising agencies in India.
Established in 1973,this advertising reached great heights. This is also India's No.1 research company in
the market sector and is fully run by Indians. Brand Equity is an integral part of the company.

Grey Worldwide (I) Pvt. Ltd:

A significant name in India in the world of advertising agencies is Grey Worldwide (I) Pvt Ltd.The
company is primarily based in Mumbai and has offices in Kolkata, Ahmedabad, Bangalore and New
Delhi. It is a subsidiary of Grey Worldwide. The company specializes in advertising and marketing
services.

Leo Burnett India Pvt. Ltd :

It has a significant presence in about 96 offices in 10 countries. This advertising agency was awarded the
'Worldwide Agency of the Year' in 2004.They are proficient in explaining how a single image is worth
thousand words and can break the barriers of language but not at the cost of the ad's emotional power.

Contract Advertising India Ltd:

This advertising company of India is one of the leading advertising agencies in India. It is one-to-one
customer lifecycle management advertising agency. It was founded in 1992 and is situated in Mumbai. It
offers a wide range of services like online marketing and strategy and many others.

Duty & Role of Advertising Agencies : What does an Advertising Agency Do?

A plethora of Businesses, Corporations, Government Organizations and Non Profit set-ups hire
advertising agencies to advertise their products, brands and services to present and prospective
customers.

1. Understand the Product / Company: An advertising agency begins by getting well acquainted with the
client's goals, products & target audience. This knowledge proves beneficial in planning and creating an
effective advertising campaign.
2. Plan & Create an Advertising Campaign: Once an advertising agency understands its clients' needs, the
process of brainstorming and planning begins. Keeping in mind the client's goals (which can range from

 pushing sales of its products and services

 introducing new products in the market
 reiterating its brand's benefits
 attracting new customers or keeping in touch with old ones
 the advertising executives work towards creating an effective advertising campaign (a single or
a series of attention grabbing and unique ads) which is within the client's marketing goals and
budget. This includes creating interesting slogans, attractive jingles and attention grabbing body
copy for advertisements. The client has the final word and may ask for rework.

3. Strategize: Some Companies like to outsource their overall marketing responsibilities to advertising
agencies. In such a case, the ad agency takes over the process of brand building, strategizing and
pushing sales through other promotion techniques like sales promotions etc.

Function of Advertising Agency:

Talent & Creative productions: The basic function of an Ad Agency is providing talent. The
creative efforts of the art director, the detailed analysis of the research director and the political
understanding of the campaign director, are just a few examples of the many abilities of Ad
Agency personal have to offer. A business organization or person will contract the services of an
ad agency to help market a product. This function involves processing the information collected
from the client and through research and designing communication material in the form of
advertisements and other publicity material. This also includes planning creative strategies, copy
or script writing, visualization, designing, layout, shooting of films, editing, giving music, etc.
Research: The second function of an Ad agency is research. In order to distribute the message to
the public successfully, the agency must first know all that it can about the product. One of the
first jobs is to research the product and the company, one must learn, one possibly can about
both. The research must even take one close to the heart of the firm’s inner operations. Ad
agencies use research as a tool to test consumer reactions to products and services.
Distribution & Media planning: The third important function of an ad agency is distribution. Here
you decide what type of message you will create for the company and what media will be most
helpful in sending this message to the public. On the basis of the media habits (access and
exposure) of the target audience, agency people prepare a media plan. This plan includes which
media to be used, which part of the media to be used, when to place the ads and for how long
to place the ads, etc. media planners keep track of the viewer ship, listener ship and readership
of all kinds of media.
Monitoring Feedback: By monitoring consumer feedback, a decision on whether to revise the
message, the medium, the target audience or all of them can be made. Ad agencies are
developing to reach the target audience. As information is the backbone of all advertising, to
prepare ads, one requires information about the product, its competitors, the market situation
and trends, information about the audiences (their likes and dislikes and media habits) also
need to be collected. Some of the most effective advertising includes advertisement written in
their native language. All of these specialized campaigns are creating new demands on agencies
and are requiring new talents for people who work in advertising.
 UNIT-VI
Advertising Campaign
An advertising campaign is a series of advertisement messages that share a single idea and
theme which make up an integrated marketing communication (IMC). Advertising campaigns
appear in different media across a specific time frame.
Advertising campaign is an attempt to reach a particular target market by designing a series of
advertisements and placing them in various advertising media.
The critical part of making an advertising campaign is determining a champion theme as it sets
the tone for the individual advertisements and other forms of marketing communications that
will be used. The campaign theme is the central message that will be communicated in the
promotional activities. The campaign themes are usually developed with the intention of being
used for a substantial period but many of them are short lived due to factors such as being
ineffective or market conditions and/or competition in the marketplace and marketing mix.
Elements of a Successful Advertising Campaign ( Not in syllabus)
A successful marketing campaign needs certain elements to be successful. The following
information will help you to develop a successful marketing campaign.
1) Establish a feeling of urgency for the buyer
Basically tell your customers, "You need to sign up today because it will make you reach your
goals." Don't tell your customer the offer will still be as good tomorrow; they must buy today!
Urgency! Study how successful ads make the customer act now.
2) Show a list of benefits
There must be a list of benefits to make customers sign up. Will you be smarter using your
services? Will he get more visitors? Will your server be better than the competitions hardware?
Will your business help to make the site more successful? Or make him richer, or healthier, or
faster? Focus on the client, not the advertiser. Most benefits need to be skillfully integrated into
the ad. It is a waste of time and money in an ad or on your website if you don't work in benefits
and present them properly.
3) Call to action
Tell them what they must do to get it. Don't assume that your prospects and customers will
figure out how to get what you are offering. They won't do your work for you. So, go ahead and
tell them what to do. If they have to call you to get it, then tell them to call (to call you now!). If
they have to write or drop a post card in the mail, or fax something to you, then tell them clearly
and in words easy to understand. The point is to make it as easy as possible for your target
customer to do what you want them to do. People don't like to do anything that is going to take
work on their part. Make it as easy for them to respond as possible, or they won't = no good
results for you.

4) Do it again
You have to (must) tell customer what to do (to sign up with you). Tell your customer to order now
(this moment). So many ads assume that the customer will guess to fill out the contact us form,
email you, or telephone for the information, or product. Tell the customer what to do. Provide the
customer on how to respond today in several ways. As more options you can offer, the better will be
the results.

5) Plan your advertising calendar and campaign several months in advance

Failure to plan advertising in advance will waste a lot of your money. Rush charges, poor design, rate
increases, poor creative and poor copy are common results of failing to plan in advance. “I didn’t
have enough time”, “I was under the gun to get this placed”, are common phrases heard under
rushed circumstances. Take a blank calendar and fill in the days, months, or quarters to advertise to
your target markets. Figure out the number of ad insertions that will make sense and negotiate a
contract with the various media suppliers (e.g. local newspapers). Book banner web space on the
important website early in advance. Prepare your website with a special landing page for the
expected visitors.

6) Test your banners and your ads

Only by trial and error will you be able to set a baseline as to the best response rates for your ads
and banners. It is very important to maximize response for the amount of dollars spent. Sometimes
re-phrasing text or adjusting the ad layout can make the difference between a low or just average
response and a great success and high ROI (Return on Investment). You will need to find out what
works best for your business. After you find this out, you’ll want to stay on course and base future
advertising campaigns on the success of the old one.

7) Avoid misleading or dishonest advertising

Avoid misleading or dishonest advertising in hopes of converting duped readers/website visitors into
using your products or services. Honesty and integrity are the primary key to repeat sales and repeat
business. If you have to trick your audience to get their attention, you will have a very hard time
keeping their attention and their business if they sign up at all.

8 ) Running on-(Web)site events

Running events on your website is an excellent way to encourage repeat traffic and repeat visitors.
You'll want to begin running events once traffic from your site launch begins to fade. Examples
include contests, games, on-line interviews, chat sessions and maybe even audio broadcasts. Do the
things your competitors don't do.

Why do advertisers advertise?

Primarily to develop consumer value in their brands. The overwhelming majority of ads are for
brands, with the obvious exceptions of political, public service and charity advertising. Brands
deliver choice, innovation, confidence and consumer value. The value of most businesses does not
reflect their tangible assets, but their brand assets and therefore leads to business success being
very largely driven by the ability of a company’s brands delivering a higher level of consumer
satisfaction than competing brands.

Advertising is principally a tool of brand competition and it is brand competition that puts
consumers in charge and renders businesses entirely vulnerable to the consumer - in effect a
continuous, real time election.

Sales promotion
Sales promotion includes several communications activities that attempt to provide added
value or incentives to consumers, wholesalers, retailers, or other organizational customers
to stimulate immediate sales. Examples of devices used in sales promotion include coupons,
samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.

Sales promotion is one of the four aspects of promotional mix. (The other three parts of the
promotional mix are advertising, personal selling, and publicity/public relations.) Media and non-
media marketing communication are employed for a pre-determined, limited time to increase
consumer demand, stimulate market demand or improve product availability. Examples include
contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product
samples, and rebates.

Sales promotions can be directed at either the customer, sales staff, or distribution channel
members (such as retailers). Sales promotions targeted at the consumer are called consumer sales
promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions.

Sales promotion includes several communications activities that attempt to provide added value or
incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate
immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase.
Examples of devices used in sales promotion include coupons, samples, premiums, point-of-
purchase (POP) displays, contests, rebates, and sweepstakes.

Here are some examples of popular sales promotions activities: ( For G.K)
 (a) Buy-One-Get-One-Free (BOGOF) - which is an example of a self-liquidating promotion. For
example if a loaf of bread is priced at $1, and cost 10 cents to manufacture, if you sell two for
$1, you are still in profit - especially if there is a corresponding increase in sales. This is known as
a PREMIUM sales promotion tactic.
 (b) Customer Relationship Management (CRM) incentives such as bonus points or money off
coupons. There are many examples of CRM, from banks to supermarkets.
 (c) New media - Websites and mobile phones that support a sales promotion. For example, in
the United Kingdom, Nestle printed individual codes on KIT-KAT packaging, whereby a consumer
would enter the code into a dynamic website to see if they had won a prize. Consumers could
also text codes via their mobile phones to the same effect.
 (d) Merchandising additions such as dump bins, point-of-sale materials and product
demonstrations.
 (e) Free gifts e.g. Subway gave away a card with six spaces for stickers with each sandwich
purchase. Once the card was full the consumer was given a free sandwich.
 (f) Discounted prices e.g. Budget airline such as EasyJet and Ryanair, e-mail their customers with
the latest low-price deals once new flights are released, or additional destinations are
announced.
 (g) Joint promotions between brands owned by a company, or with another company's brands.
For example fast food restaurants often run sales promotions where toys, relating to a specific
movie release, are given away with promoted meals.
 (h) Free samples (aka. sampling) e.g. tasting of food and drink at sampling points in
supermarkets. For example Red Bull (a caffeinated fizzy drink) was given away to potential
consumers at supermarkets, in high streets and at petrol stations (by a promotions team).
 (i) Vouchers and coupons, often seen in newspapers and magazines, on packs.
 (j) Competitions and prize draws, in newspapers, magazines, on the TV and radio, on The
Internet, and on packs.
 (k) Cause-related and fair-trade products that raise money for charities, and the less well off
farmers and producers, are becoming more popular.
 (l) Finance deals - for example, 0% finance over 3 years on selected vehicles.
 Consumer sales promotion techniques or Techniques of sales promotion:
 Price deal: A temporary reduction in the price, such as happy hour
 Loyal Reward Program: Consumers collect points, miles, or credits for purchases and redeem
them for rewards. Two famous examples are Pepsi Stuff and Advantage.
 Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage marked on
the package.
 Price-pack deal: The packaging offers a consumer a certain percentage more of the product for
the same price (for example, 25 percent extra).
 Coupons: coupons have become a standard mechanism for sales promotions.
 Loss leader: the price of a popular product is temporarily reduced in order to stimulate other
profitable sales
 Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for delivery.
 On-shelf couponing: Coupons are present at the shelf where the product is available.
 Checkout dispensers: On checkout the customer is given a coupon based on products
purchased.
 On-line couponing: Coupons are available online. Consumers print them out and take them to
the store.
 Mobile couponing: Coupons are available on a mobile phone. Consumers show the offer on a
mobile phone to a salesperson for redemption.
 Online interactive promotion game: Consumers play an interactive game associated with the
promoted product.
Discuss the Role of creative strategies (15 marks)
 In advertising, different creative strategies are used in order to obtain consumer attention and
provoke shoppers to purchase or use a specific product. Advertisers use different ways of
thinking to create catchy slogans that capture consumer attention. Creative strategies promote
publicity, public relations, personal selling and sales promotion.
Some of the well-known examples of campaign with big ideas are:

Brand Big idea or theme

Thumps up Taste the thunder
Intel Intel inside
Coca cola Matlab thunda
BMW Ultimate driving machine
Nike Just do it
Timex watches It takes a licking & keeps on ticking
Hallmark cards When you care enough to send the very best

These ways of thinking are divided into three basic descriptions: Weak strategies,mid-strength
strategies and strong strategies.
1.Weak strategies:
Generic and Pre-emptive strategies describe the two weakest forms of advertising that were
most popular through the 1940s.
A generic strategy gives a product attribution. An example of this would be how the beef
industry chose to advertise their product. With their slogan, “Beef, it's what's for dinner,”
consumers aren't learning anything new about the product. The Beef slogan simply states beef
as a dinner item. It enhances the product in no other way.
2. mid-strength strategies: Secondly, the mid-strength strategies: unique positioning strategy,
brand image and positioning.
A unique positioning strategy is proving that something about a particular product is truly
unique. This is commonly found when producers take an average product and add a new,
unique element to it. An example of Unique Positioning Strategy would be in Crest toothpaste.
Crest added the unique feature of Scope in their product to differentiate it from other brands of
toothpaste.
Brand Image is another very common way companies choose to advertise. In brand image, an
advertiser is not trying to create rational thinking. This type of advertising strives to create
emotion and give a brand a personality. A common way of doing this is by using a celebrity as a
spokesperson.
A great example of brand image is found in Proactive Acne Solutions. In each of their
commercials they have celebrities sharing their Proactive experiences, giving the brand a face
people want to be.
3.strong strategies: The third and strongest form of creative strategy includes affective
advertising and resonance advertising.
Making people feel really good about a product is called affective advertising. This is difficult to
do, but often humor and an honest character can make affective advertising possible.
 A great example of affective advertising is found in the “Geico” commercials. By creating a
friendly, honest, funny gecko as a spokesperson, consumers tend to trust what the gecko is
saying and find humor in his actions. This creates a good feeling about the actual service “Geico”
offers.
 Lastly, resonance advertising is a way of identifying with consumers. If an advertiser can create a
campaign that certain target markets identify with, then resonance advertising has been
achieved.
 An example of resonance advertising is in “Tide” detergent ads. Many times mothers are busy
doing laundry in between sports practices and driving their children around in mini vans. Their
recognition with soccer moms makes “Tide” a favorite pick among women with children who
are very involved in activities.