Advertising Management Concepts

The Components of an Advertisement

We can factor an advertisement into seven important components;

1. The Headline

The Headline is the most read part of an advertisement. So advertisers try to tell maximum part of the product story through the headline. A headline will introduce the product or makes the promise statement or puts a question. It basically tries to attract the attention of the readers and create curiosity so the audience or reader sees further. The major types of headlines are:

  • Direct promise of benefit
  • News about the product
  • Curiosity or provocative, and
  • Command headlines

Direct headlines make a direct promise about how the product will benefit the readers.… Read the rest

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The Benefits and Harms of Advertising

The Benefits of Advertising

Enormous human and material resources are devoted to advertising. Advertising is everywhere in today’s world, so that, as Pope Paul VI remarked, “No one now can escape the influence of advertising.” Even people who are not themselves exposed to particular forms of advertising confront a society, a culture – other people – affected for good or ill by advertising messages and techniques of every sort.

Some critics view this state of affairs in unrelieved negative terms. They condemn advertising as a waste of time, talent and money – an essentially parasitic activity. In this view, not only does advertising have no value of its own, but also its influence is entirely harmful and corrupting for individuals and society.… Read the rest

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Make Money with an Advertising Agency

The source of an advertising agency’s income:

A manufacturer who operates out of a small and unpretentious office is often impressed (sometimes unfavorably!) by the obviously furnishings in the offices of some advertising agencies. Paying for part of the agency’s overhead, rent, payroll, etc. is naturally going to use up some of the money he spends for advertising. Should he spend his money through an agency, or should he spend that money direct and thus save the cost of the agency’s services?

Questions like these are good questions, but the answer to them is often not as clear or simple as it seems.… Read the rest

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Advertising Standards Council of India (ASCI) and the Code of the Advertising Standards

Advertising Standards Council of India (ASCI)

The Role and Functioning of the ASCI & its Consumer Complaints Council (CCC) in dealing with Complaints received from Consumers and Industry, against Ads which are considered as False, Misleading, Indecent, Illegal, leading to Unsafe practices, or Unfair to competition, and consequently in contravention of the ASCI Code for Self-Regulation in Advertising. The ASCI is not a Government body,but it is a voluntary self-regulatory council, registered as a not-for-profit Company under section 25 of the Indian Companies Act. The sponsors of the ASCI, who are its principal members, are firms of considerable repute within Industry in India, and comprise Advertisers, Media, and Ad Agencies and other Professional /Ancillary services connected with advertising practice.… Read the rest

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Types of Advertising Agencies

An  advertising agency  or  ad agency  is a service  business  dedicated to creating, planning and handling  advertising  (and sometimes other forms of  promotion) for its clients.

Advertising Agencies can be classified by the range of services that they offer. Also, advertising agencies range in size from one man shows to large firms that employ thousands of people. Accordingly, different types of advertising agencies are:

  1. Full Service Agencies: As the name implies, a full service agency is one that handles all phases of advertising process for its clients: it plan, creates, produces and places advertisements for its clients. In addition, it might provide other marketing services such as sales promotion, trade shows, exhibits, newsletters and annual reports.
… Read the rest
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Role and Functions of Advertising Agencies

Role of Advertising Agencies

The major role as advertising agency is to work alongside the clients to develop and sustain the brands that they mutually serve, through consumer understanding and insight and through creative and media delivery skills to provide best advice and the best execution thereof to those clients for the advertising of those brands.

“Buildings age and become dilapidated. Machines wear out. People die. But what live on are the brands.”

Brands are much more than mere products and services. Brands, if successful, are clearly differentiated entities with which consumers can and do form a mutually beneficial relationship over time, because of the values – rational and emotional, physical and aesthetic – that consumers derive from them.… Read the rest

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