Aim By the end of the lesson students should understand the different forms of advertising and the role of agencies in advertising.

Objectives Be aware of the different types of advertising. Be aware of the different types of advertising media and there pros and cons. Understand the role of advertising agencies. Know the departments in advertising agencies.

Recap What is the difference between advertising and promotion? What communication models do you know Do you know any response hierarchy models of communication? What are the Reasons for Advertising ?

Reasons for Advertising Increasing the sales of the product/service. Creating and maintaining a brand identity or brand image. Communicating a change in the existing product line. Introduction of a new product or service. Increasing the buzz-value of the brand or the company.

Types of advertising Geographical spread On the basis of geographical spread advertising can be broken into National Local Global

Target Group On the basis of target group advertising can be broken into Consumer advertising Industrial advertising Trade advertising Professional advertising

Advertising Media Advertising media selection is the process of choosing the most cost-effective media for advertising, to achieve the required coverage and number of exposures in a target audience. What media of advertising can you think of and what would you use each for ?

Print Advertising Newspapers, Magazines, Brochures, Fliers Print media has always been a popular advertising option. Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes. Often, newspapers and magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement in the publication (front page/middle page, above/below the fold), as well as the readership of the publications. 

Outdoor Advertising Billboards, Kiosks, Trade-shows and Events makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also events and trade-shows organized by the company. Billboard advertising is very popular. However it has to be really terse and catchy in order to grab the attention of the passers by. Kiosks not only provide an easy outlet for the company's products but also make for an effective advertising tool to promote the company's products Organizing special events or sponsoring them makes for an excellent advertising opportunity and strategy. The company can organize trade fairs, or even exhibitions for advertising their products.

Broadcast Advertising Television, Radio and the Internet Broadcast advertising is a very popular advertising medium that constitutes several branches like television, radio or the Internet. Television advertisements have been very popular ever since they were introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/lull time), sometimes the show on which it will be broadcast, and of course, the popularity of the television channel itself.  The radio might have lost its charm owing to new age media. However it remains the choice of small-scale advertisers.

Covert Advertising Advertising in Movies Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports.  There is no commercial advertising as such in the entertainment but the brand or the product is subtly (or sometimes evidently) showcased in the entertainment show.  Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruise's phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded Read more at Buzzle: 

Surrogate Advertising Advertising Indirectly Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to health are prohibited by law in several countries. Hence these companies come up with several other products that have the same brand name and indirectly remind people of the cigarettes or alcohol of the same brand by advertising the other products. Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising

Public Service Advertising Advertising for Social Causes Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messages about important matters and social causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. David Ogilvy who is considered to be one of the pioneers of advertising and marketing concepts had reportedly encouraged the use of the advertising field for a social cause. Ogilvy once said, "Advertising justifies its existence when used in the public interest - it is much too powerful a tool to use solely for commercial purposes.

Celebrity Advertising Although the audience is getting smarter and smarter and the modern-day consumer is getting immune to the exaggerated claims made in a majority of advertisements, there exists a section of advertisers that still bank upon celebrities and their popularity for advertising their products. Using celebrities for advertising involves signing up celebrities for campaigns, which consist of all sorts of advertising including, television ads or even print advertisements. How effective these ads are, is something that each consumer himself can determine.

Agencies An advertising agency or advert agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) 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.

Types of agencies   In- house agencies Some companies, in an effort to reduce costs and maintain greater control over agency activities, have set up their own advertising agencies internally. An in-house agency is an ad agency set up, owned and operated by the advertiser. Many companies use in-house agencies exclusively; others combine in-house efforts with those of outside agencies.

Creative boutiques Creative boutique is an agency that provides only creative services. These specialized companies have developed in response to some client’s desires to use only the creative talent of an outside provider while maintaining the other functions internally. The client may seek outside creative talent for two reasons: Because he wants an extra creative effort May be because its own employees of the in-house agency or the agency that he has appointed do not have sufficient skills in this regard.

Media buying agencies Media buying agencies are independent companies that specialize in the buying of media, particularly radio and television. The task of purchasing advertising media has grown more complex as specialized media proliferate, so media buying services have found a niche by specializing in the analysis and purchase of the advertising time and space. Agencies and clients generally develop their own media plans and then hire the buying services to execute them.

Full – service agency The function of an advertising agency is to see to it that its client’s advertising leads to greater profits in the long run than could be achieved without the ad agency. Most such agencies are large in size and offer their clients a full range of services in the area of marketing, communications and promotions. These include planning, creating and producing the advertisement, media selection and research. Other services offered include strategic marketing planning, sales training, package design, sales promotion, event management, trade shows, publicity and public relations. The full service agency is composed of various departments; each is responsible to provide required inputs to perform various functions to serve the client.

Departments Research the departments you would find in an average advertising agency and what each of these departments do.

Account Management Department Is the link between the ad agency and its clients. Depending upon the size of the account and its advertising budget one or two account executives serve as liaison to the client. The account executive is mainly responsible for gain knowledge about the client’s business, profit goals, marketing problems and advertising objectives and getting approved the media schedules, budgets and rough ads or story boards from the client. The next task is to make sure that the agency personnel produce the advertising to the client’s satisfaction

Media Department The responsibility of the agency’s media department is to develop a media plan to reach the target audience effectively in a cost effective manner. The staff analyses, selects and contracts for media time or space that will be used to deliver the ad message. This is one of the most important decisions since a significantly large part of the client’s money is spent on the media time and/or space. The media department has acquired increasing importance in an agency’s business as large advertisers seem to be more inclined to consolidate media buying with one or few agencies thereby saving money and improving media efficiency.

The Creative Branch The creative department is responsible for the creation and execution of the advertisements. The creative specialists are known as copywriters. They are the ones who conceive ideas for the ads and write the headlines, subheads and the body copy. They are also involved in deciding the basic theme of the advertising campaign, and often they do prepare the rough layout of the print ad or the commercial story board. Creation of an ad is the responsibility of the copywriters and the art department decides how the ad should look.

Production department After the completion and approval of the copy and the illustrations the ad is sent to the production department. Generally agencies do not actually produce the finished ads; instead they hire printers, photographers, engravers, typographers and others to complete the finished ad. For the production of the approved TV commercial, the production department may supervise the casting of actors to appear in the ad, the setting for scenes and selecting an independent production studio. The production department sometimes hires an outside director to transform the creative concept to a commercial.

Account Services An advertising agency is in the business of providing services and must be managed that way. Thus, it has to perform various functions such as accounting, finance, human resources etc. it must also attempt to generate new business. Also this department is important since bulk of the agency’s income approx. 65% goes as salary and benefits to the employees.

Find 3 different adverts that use any one or more of the following techniques and tell us how they achieve the advertising aims. > Emotion > Benefit > Problem / Solution > Dramatic conflict > Sex > Interesting character > Personification > Exaggeration > Demographic positioning > Symbolic expressions > Employees as brand ambassadors > Direct response offers > Reasons why  > Visual stories > Testimonials

Advertising techniques http://www.youtube.com/watch?v=f64RwtXnH-I http://www.youtube.com/watch?v=ZYI7qPO5wVw

Objectives Be aware of the different types of advertising. Be aware of the different types of advertising media and there pros and cons. Understand the role of advertising agencies. Know the departments in advertising agencies.

Home task Investigate which UK laws regulate advertising and how they can affect marketing decisions.