Advertisement & Marketing Communication

[Pages:13]Advertisement & Marketing Communications

Advertisement & Marketing Communications

About the Tutorial

Advertising and Marketing Communications is an art and technique of developing and communicating messages to promote the products/services/ideas. It is creative, demanding, rewarding, exciting, and also challenging. The sole objective of this creative technique is to effectively create awareness about products, services, and/or ideas. This tutorial is designed to provide theoretical knowledge on the aspects of modern advertising and marketing communications.

Audience

This tutorial is developed for students pursuing either MBA or Journalism program. However, the language and illustrations are so simple that any interested reader can take the help of this tutorial to understand the concept of advertising and marketing communications.

Prerequisites

As such there is no prerequisite. Any reader who has an interest in this topic can read this tutorial to understand the concept.

Copyright & Disclaimer

? Copyright 2022 by Tutorials Point (I) Pvt. Ltd. All the content and graphics published in this e-book are the property of Tutorials Point (I) Pvt. Ltd. The user of this e-book is prohibited to reuse, retain, copy, distribute, or republish any contents or a part of the contents of this e-book in any manner without written consent of the publisher. We strive to update the contents of our website and tutorials as timely and as precisely as possible, however, the contents may contain inaccuracies or errors. Tutorials Point (I) Pvt. Ltd. provides no guarantee regarding the accuracy, timeliness, or completeness of our website or its contents including this tutorial. If you discover any errors on our website or in this tutorial, please notify us at contact@

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Advertisement & Marketing Communications

Table of Contents

About the Tutorial ............................................................................................................................................ i Audience........................................................................................................................................................... i Prerequisites..................................................................................................................................................... i Table of Contents ............................................................................................................................................ ii

PART 1 ? ADVERTISEMENT..........................................................................................................1

1. Introduction..............................................................................................................................................2 What is an Advertisement? ............................................................................................................................. 2 Objectives of Advertisements ......................................................................................................................... 3 Advertisement Process.................................................................................................................................... 4 Segments of Advertisement ............................................................................................................................ 4 Medium of Advertisement .............................................................................................................................. 5

2. Advertisement Design...............................................................................................................................7 What is an Advertisement Design? ................................................................................................................. 7 How to Develop Creative Ad Design? .............................................................................................................. 7 Strategy of Creative Design ............................................................................................................................. 7 Design Checklist............................................................................................................................................... 8

3. Campaign & Promotion.............................................................................................................................9 What is a Campaign? ....................................................................................................................................... 9 Objectives of a Campaign ................................................................................................................................ 9 What is an Effective Campaign? .................................................................................................................... 10 Planning a Campaign ..................................................................................................................................... 10 Campaign Process.......................................................................................................................................... 10

4. Advertising Research ..............................................................................................................................12 What is Advertising Research? ...................................................................................................................... 12 Objectives of Advertising Research ............................................................................................................... 12 Essentials of Advertising Research ................................................................................................................ 13 Benefits of Advertising Research................................................................................................................... 13

5. Copywriting ............................................................................................................................................15 What is Copywriting? .................................................................................................................................... 15 Elements of Copywriting ............................................................................................................................... 15 Art of Copywriting ......................................................................................................................................... 16 Copywriting Techniques ................................................................................................................................ 16

6. Portfolio Presentation.............................................................................................................................18 What is a Portfolio? ....................................................................................................................................... 18 Design of Portfolio ......................................................................................................................................... 18 Contents of Portfolio ..................................................................................................................................... 19 Common Mistakes of Portfolio...................................................................................................................... 19

7. Advertising Agency .................................................................................................................................20 What is an Ad Agency? .................................................................................................................................. 20 Functions of an Ad Agency ............................................................................................................................ 20 Importance of Ad Agency .............................................................................................................................. 20 ii

Advertisement & Marketing Communications

Types of Ad Agency ....................................................................................................................................... 21 Services Offered by an Ad Agency ................................................................................................................. 21

8. Advertisement ? Code of Ethics ..............................................................................................................23 What is Code of Ethics for Advertisement?................................................................................................... 23 Purpose of Code of Ethics for Advertisement ............................................................................................... 23 Legality of Advertisement ............................................................................................................................. 23 Consequences of Broadcasting Unscrupulous Ad ......................................................................................... 24

PART 2 ? MARKETING COMMUNICATIONS ...............................................................................25

9. MARKETING COMMUNICATIONS ? Introduction.....................................................................................26 What is Marketing Communication?............................................................................................................. 26 What are the Marketing Communication Tools? .......................................................................................... 26 Why is Marketing Communications Important? ........................................................................................... 26 Marketing Communication Process .............................................................................................................. 27 Tips of Effective Marketing Communications................................................................................................ 28 Marketing Communication Mix..................................................................................................................... 28

10. Strategy & Planning ................................................................................................................................30 What is a Strategy?........................................................................................................................................ 30 Features of Marketing Communications Strategy......................................................................................... 30 Marketing Communications Strategy Process............................................................................................... 30 Marketing Communications Planning ........................................................................................................... 31 Changing Trend of Marketing Communication ............................................................................................. 31

11. Integrated Marketing Communications ..................................................................................................33 Components of Integrated Marketing Communications............................................................................... 33

12. Interactive Marketing .............................................................................................................................35 What is Interactive Marketing? ..................................................................................................................... 35 Examples of Interactive Marketing................................................................................................................ 35

13. Research .................................................................................................................................................36 What is Marketing Communications Research?............................................................................................ 36 Objectives of Research .................................................................................................................................. 36

14. Corporate Communications ....................................................................................................................37 What is Corporate Communications? ........................................................................................................... 37 How Does Corporate Communications Work?.............................................................................................. 37 Types of Corporate Communications ............................................................................................................ 37 Tools of Corporate Communications............................................................................................................. 37 Responsibilities of Corporate Communications ............................................................................................ 38 Marketing Communications vs. Corporate Communications ....................................................................... 38

15. Brand Management ................................................................................................................................39 What is a Brand? ........................................................................................................................................... 39 What is Brand Management?........................................................................................................................ 39 Salient Features of a Brand ........................................................................................................................... 39 Brand Attributes ............................................................................................................................................ 40 Branding Process ........................................................................................................................................... 40 iii

Advertisement & Marketing Communications Brand Positioning .......................................................................................................................................... 41 16. Marketing vs. Advertising .......................................................................................................................42 What is an Advertisement? ........................................................................................................................... 42 What is Marketing? ....................................................................................................................................... 42 17. Contemporary Issues ..............................................................................................................................43 What are Contemporary Issues? ................................................................................................................... 43

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Advertisement & Marketing Communications

Part 1 ? Advertisement

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1. INTRODUCTION Advertisement & Marketing Communications

Are you planning to promote your newly started business OR just want to buy a new smart phone? Are you looking for the best university for your higher education OR just hunting for a career counselling institution? Are you looking for a bride/bridegroom for your marriage OR just hunting a holiday spot?

Whatever your requirement is (of such kind), the answer is:

Advertisement, Advertisement, and Advertisement

In today's world, all of us are under the influence of `Advertisement'. Right from buying groceries to children's study materials, finding a holiday spot to watching a movie, selecting restaurant for dinner to booking a banquet hall for special events, and searching educational institutions to hunting for a company to find jobs, almost every act is guided and decided by advertisements.

What is an Advertisement?

Advertisement (ad) is an efficient and effective technique to promote goods, services, and ideas. It is a paid form of non-personal communication wherein business information is made available for potential customers. Advertisement, is derived from the Latin word "Advertere" which literally means "to turn the minds of ... towards...". Advertisement promotes and supplements selling of products, services, and ideas to a great extent. The most interesting part of an advertisement is ? it carries factual information with fascinating emotional appeal. Hence, without a proper advertisement no business can prosper.

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Advertisement & Marketing Communications

What is a Buzz?

The literal meaning of "Buzz" is ? "a low, continuous humming or murmuring sound." In the advertising sense, it is a technique of marketing. It is getting viral these days. Buzz marketing technique relies upon the power of one-on-one personal messages. It is believed that word-of-mouth holds more weightage with consumers. Buzz marketing is perceived as an impartial form of marketing people trust the recommendations made by their relatives and friends. Social media is the most energetic vehicle of buzz marketing.

Objectives of Advertisements

The fundamental idea behind an advertisement is to increase the business by selling goods/services. Besides, there are many other objectives of an advertisement, significant of them are:

To promote newly launched products among the potential customers. To promote personal selling program.

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