SYLLABUS:
Research in Advertising
Advertising research is a very important part of the advertising industry. It helps advertisers to understand the market, customers, and the effectiveness of their advertisements. In simple words, advertising research means collecting information that helps to make better advertisements and campaigns. It reduces the risk of failure and increases the chances of success.
Importance of Research in Advertising
Understanding the Audience:
Research helps advertisers know who their audience is – their age, gender, income, lifestyle, habits, likes, and dislikes.
Example: When Amul runs a campaign, it studies the Indian middle-class family habits to create relatable ads.Testing the Advertisement:
Before launching an ad, companies test it with a small group of people to see if the message is clear and interesting.
Example: Cadbury often tests new Dairy Milk advertisements with families to see if they connect emotionally.Choosing the Right Media:
Research helps in deciding whether to use TV, newspapers, radio, social media, or all of them together.
Example: Zomato uses research to decide whether a campaign should be heavily pushed on Instagram or television.Measuring the Effectiveness:
After the ad is released, research is done to know how many people saw it, liked it, remembered it, and if it helped increase sales.
Example: Flipkart checks how its Big Billion Day ads perform by tracking website visits and orders.
Types of Advertising Research
Pre-Advertising Research (Before Launching the Ad):
Helps in planning and making the ad.
Includes idea testing, message testing, and media selection.
Example: Before launching the "Share a Coke" campaign in India, Coca-Cola did research to find out how Indians connect with names on bottles.
Post-Advertising Research (After Launching the Ad):
Helps to check how well the ad performed.
Includes checking brand recall, customer feedback, and sales figures.
Example: After its "Karo Zyada Ka Iraada" campaign, Tata Tea studied if people remembered their brand’s message about doing more for society.
Steps in Advertising Research
Defining the Problem:
First, the advertiser must clearly know what they want to find out.
Example: A clothing brand wants to know why young people are not buying their new collection.Setting Research Objectives:
What information is needed? For example, to know if the advertisement's message is reaching the right age group.Choosing Research Methods:
Decide how the information will be collected — through surveys, focus groups, interviews, or online forms.Collecting Data:
This step involves gathering information from the selected people.
Example: Surveys conducted at malls in Delhi or Mumbai.Analyzing the Data:
Study the data to find useful information and patterns.Making Decisions:
Based on the research findings, changes are made to the advertisement or marketing strategy.
Example: If research shows that young people prefer funny ads, the brand will make the next ad more humorous.
Methods of Research in Advertising
Surveys and Questionnaires:
A set of questions asked to a group of people. It can be done face-to-face, on the phone, or online.
Example: Asking customers online what they thought of a new Vivo smartphone ad.Focus Groups:
A small group of people are gathered to discuss an advertisement. Their opinions give deep insights.
Example: A focus group in Bangalore discusses a new Swiggy ad campaign.Observation:
Watching customer behavior without directly interacting.
Example: Observing how many people stop at a particular billboard in Mumbai.Experimentation:
Trying two different versions of an ad to see which one works better.
Example: Amazon India showing two versions of an ad to different users to see which brings more clicks.Content Analysis:
Studying previous advertisements and customer feedback to find useful patterns.
Challenges in Advertising Research
Changing Customer Behavior:
Customers' tastes and interests change quickly, making it hard to predict future behavior.Bias in Responses:
Sometimes people do not give honest answers, affecting the results.High Costs:
Research, especially large-scale surveys and experiments, can be very expensive.Time-Consuming:
Proper research takes time, and advertisers may not always have enough time.
Lets understand the concept with an example:
When Fevicol created its “Fevicol ka Jod” advertisement, they first did research to understand how Indian families emotionally connect with the idea of "strong relationships." Based on that insight, Fevicol built funny yet emotional ads that everyone could relate to. These ads became highly memorable because they were based on solid research.
Conclusion
Research is the backbone of good advertising. It helps companies understand their customers better, create more effective advertisements, choose the best platforms to display ads, and measure the success of campaigns. In today's fast-changing world, where people’s preferences shift rapidly, research ensures that advertising stays effective, relevant, and meaningful.
Planning:
Planning in Advertising
Introduction:
Planning is the first and most important step in any advertising activity. Without proper planning, an advertisement may not reach the right people, may send the wrong message, or may waste a lot of money. In simple words, advertising planning means thinking carefully and making smart decisions about what to advertise, whom to advertise to, where to advertise, and how to advertise. Good planning increases the chances of success and helps in achieving the goals of the brand.
Importance of Planning in Advertising
Clear Goals and Objectives:
Planning helps to set clear goals like increasing brand awareness, boosting sales, launching a new product, or building a brand image.
Example: When Tanishq planned to promote its wedding jewelry collection, its goal was to build a strong emotional connection with brides in India.Targeting the Right Audience:
Proper planning ensures that advertisements are shown to the right group of people.
Example: Byju's plans ads mainly for students and their parents, not for the general public.Efficient Use of Budget:
Planning helps in spending money wisely. It avoids wastage and ensures maximum results within the budget.
Example: Mamaearth plans its social media and influencer advertising carefully to reach young Indian consumers without spending too much on TV ads.Choosing the Best Media:
Planning helps to decide the right mix of media like TV, radio, newspapers, websites, apps, and social media.
Example: Myntra mainly plans ads for mobile apps and social media during its sales like "End of Reason Sale."Creating a Strong Message:
Planning helps in deciding the key message to be communicated through the ad.
Example: Tata Salt's message "Desh Ka Namak" (Salt of the Nation) was a result of thoughtful planning to connect emotionally with Indian customers.
Steps in Advertising Planning
Understanding the Product or Service:
The first step is to study the product or service — its features, benefits, and what makes it different from competitors.
Example: When Ola Cabs plans an ad, it focuses on features like easy booking, affordable rides, and safety.Market Research:
Research helps to gather information about customers, competitors, and market conditions.
Example: Maggi did research to understand why Indian mothers prefer 2-minute noodles for quick meals.Setting Advertising Objectives:
Objectives can be to create awareness, remind customers, change attitudes, or increase sales.
Example: Bournvita planned ads not only to promote health benefits but also to inspire children to be confident.Defining the Target Audience:
Who is the advertisement for? Men, women, teenagers, children, professionals, students?
Example: Nykaa focuses mainly on young urban women for its cosmetic products.Deciding on the Advertising Message:
What should the ad say? Should it be emotional, funny, informative, or inspirational?
Example: Surf Excel uses emotional storytelling in its ads — "Daag Ache Hain" (Stains are good) to promote detergent.Selecting the Media:
Choose where the ad will appear: TV, radio, newspaper, online, billboards, or all combined.
Example: Netflix India uses digital media like YouTube, Instagram, and Facebook for its campaigns.Budget Planning:
How much money will be spent on the campaign?
Example: Amazon India plans a huge budget during festive seasons like Diwali for its "Great Indian Festival" ads.Creating the Advertisement:
Developing the actual advertisement – the script, visuals, audio, and final design.Execution of the Plan:
Launching the advertisement according to the plan, timing, and selected media.Monitoring and Evaluation:
After launching, monitor the ad's performance. If necessary, adjust the campaign based on feedback and results.
Example: After running an ad, Swiggy tracks how many new users downloaded their app.
Types of Advertising Planning
Strategic Planning:
Focuses on long-term goals like building a brand image.
Example: Tata Motors planning to position itself as a reliable car brand over many years.Tactical Planning:
Focuses on short-term actions like promoting a sale or festival offer.
Example: Flipkart's planning for the "Big Billion Days" event.Media Planning:
Choosing the right media platforms to reach the target audience effectively.
Example: CRED chooses IPL ads because a lot of young Indians watch cricket.Creative Planning:
Planning about how the advertisement will look, sound, and feel.
Example: Paper Boat uses creative, nostalgic storytelling in its advertisements.
Example from India:
When Asian Paints launched the "Har Ghar Kuch Kehta Hai" campaign, it was the result of deep planning. They understood that in India, a home is not just a building, but a collection of emotions and memories. Their planning focused on emotionally connecting with middle-class Indian families, and it worked beautifully, making the brand even more popular.
Similarly, when Paytm planned its ad after demonetization in 2016, it quickly shifted its advertising message to "Paytm Karo," encouraging people to move to digital payments. Their fast and smart planning helped them grow rapidly in India.
Conclusion
Planning in advertising is like drawing a map before starting a journey. Without it, the advertiser can get lost, waste time, money, and energy. Good planning makes sure that the right message reaches the right people at the right time, using the right media, and achieving the right goals. In today’s competitive market, companies that plan smartly can build stronger brands, win customer trust, and grow faster.
Execution in Advertising
Introduction:
Execution in advertising means putting the advertising plan into action. After all the thinking, research, planning, and preparation, execution is the stage where the real advertisement is created and shown to the public. It is where ideas turn into actual ads like TV commercials, online videos, posters, radio jingles, or billboards. Good execution is very important because even the best ideas fail if they are not executed properly.
Importance of Execution in Advertising
Brings Ideas to Life:
Execution is where creative ideas become real advertisements that people can see, hear, or experience.
Example: Fevicol's famous "Fevicol ka Jod" (Fevicol's strong bond) ad ideas were brought to life through funny, memorable TV commercials.Makes the Message Clear:
Proper execution ensures that the audience clearly understands the brand's message without confusion.
Example: Amul's topical hoardings use clever cartoons to instantly communicate current issues with humor.Creates Emotional Impact:
The way an ad is executed can make people laugh, cry, think, or act.
Example: Google India's "Reunion" ad about two childhood friends separated by India-Pakistan partition touched millions of hearts.Builds Brand Image:
Good execution strengthens the brand’s identity in the market.
Example: Raymond’s tagline "The Complete Man" was executed through classy and emotional advertisements over many years.
Steps Involved in Advertising Execution
Creative Development:
This is the first step where the creative team — copywriters, designers, and art directors — create the actual content: scripts, storyboards, layouts, slogans, jingles, and visuals.
Example: Dairy Milk's "Kuch Meetha Ho Jaaye" (Let’s have something sweet) campaign started with a creative team scripting joyful family moments.Production:
After the creative idea is finalized, the ad needs to be produced. This could mean shooting a video, designing a poster, recording a jingle, or creating digital content.
Example: Zomato produces short, funny videos for Instagram and YouTube featuring common Indian food habits.Testing the Advertisement:
Before launching on a large scale, many companies test their ads with a small audience to check reactions and make changes if needed. This is called Pre-testing.
Example: A company like HUL may test different versions of a Lifebuoy soap ad to see which one is more liked by people.Media Buying and Scheduling:
After the ad is ready, the next step is buying time slots on TV, radio, or websites, or booking space in newspapers, hoardings, or apps.
Example: CRED booked premium ad slots during the IPL cricket matches to get maximum visibility.Launching the Advertisement:
This is when the ad is finally released to the public through the selected media.
Example: During Diwali, Amazon India launches massive ad campaigns across TV, mobile apps, newspapers, and YouTube.Monitoring and Feedback:
After the ad is launched, companies monitor its performance — how many people saw it, liked it, shared it, or acted on it (like downloading an app or buying a product).
Example: Swiggy tracks how its advertisements lead to an increase in food delivery orders.
Types of Execution Techniques
Slice-of-Life Execution:
Showing real-life situations that people can relate to.
Example: Horlicks ads show mothers worried about their children's growth and health — a common concern in Indian homes.Testimonial Execution:
Showing real customers or celebrities talking about their positive experiences with the brand.
Example: Virat Kohli endorsing Manyavar sherwanis, talking about Indian traditions.Demonstration Execution:
Showing how the product works.
Example: Surf Excel ads often show kids getting dirty and mothers washing their clothes clean easily.Humor Execution:
Using comedy to catch attention and make people remember the ad.
Example: Center Fresh chewing gum ads use humor to show people getting stuck because of "Zubaan pe Rakhe Lagaam" (keeps your tongue tied).Emotional Appeal Execution:
Creating feelings like happiness, pride, love, or nostalgia.
Example: Google Pay's ads focusing on simple human connections through digital transactions.Musical Execution:
Using jingles, songs, or music to make the ad catchy.
Example: Nirma's famous washing powder ad — "Washing Powder Nirma" became a household tune in India.Fantasy Execution:
Creating an imaginary or magical world to advertise the product.
Example: Parle-G biscuits ads showing kids imagining adventures fueled by their biscuits.
Challenges During Execution
Budget Constraints:
High-quality production can be expensive. Brands sometimes need to manage tight budgets without losing creativity.Time Pressure:
Sometimes ads need to be created and launched quickly, especially during special events or festivals.
Example: Swiggy Instamart launches quick festival ads for Holi, Diwali, or New Year.Maintaining Consistency:
The execution must stay true to the brand’s overall image and earlier campaigns.
Example: Amul Girl cartoons have maintained the same style for over 50 years.Cultural Sensitivity:
Ads must respect different cultures, traditions, and emotions, especially in a diverse country like India.
Example: Some brands have faced backlash for not understanding cultural sentiments (like the Tanishq ad controversy in 2020).
Example of Good Execution from India
Cadbury Dairy Milk's "Kuch Meetha Ho Jaaye" Campaign:
Cadbury understood that in India, people like to celebrate small happy moments by eating sweets. Their planning was excellent, but their execution was even better. The TV ads showed everyday happy moments like a school kid winning a prize, a family gathering, or friends celebrating a cricket win, and how Cadbury becomes part of that happiness. The visuals, music, and acting were simple yet emotional, making the brand a part of Indian celebrations.
Conclusion
Execution is where all the ideas, research, and planning are finally put to the test. It is the most visible part of advertising, the one that the public sees and judges. A great plan can fail if the execution is weak, and a simple idea can shine if the execution is powerful. In India’s highly emotional and diverse market, strong execution, keeping culture, creativity, and clarity in mind, is the key to successful advertising.
Execution in Advertising
Introduction:
Execution in advertising means putting the advertising plan into action. After all the thinking, research, planning, and preparation, execution is the stage where the real advertisement is created and shown to the public. It is where ideas turn into actual ads like TV commercials, online videos, posters, radio jingles, or billboards. Good execution is very important because even the best ideas fail if they are not executed properly.
Importance of Execution in Advertising
Brings Ideas to Life:
Execution is where creative ideas become real advertisements that people can see, hear, or experience.
Example: Fevicol's famous "Fevicol ka Jod" (Fevicol's strong bond) ad ideas were brought to life through funny, memorable TV commercials.Makes the Message Clear:
Proper execution ensures that the audience clearly understands the brand's message without confusion.
Example: Amul's topical hoardings use clever cartoons to instantly communicate current issues with humor.Creates Emotional Impact:
The way an ad is executed can make people laugh, cry, think, or act.
Example: Google India's "Reunion" ad about two childhood friends separated by India-Pakistan partition touched millions of hearts.Builds Brand Image:
Good execution strengthens the brand’s identity in the market.
Example: Raymond’s tagline "The Complete Man" was executed through classy and emotional advertisements over many years.
Steps Involved in Advertising Execution
Creative Development:
This is the first step where the creative team — copywriters, designers, and art directors — create the actual content: scripts, storyboards, layouts, slogans, jingles, and visuals.
Example: Dairy Milk's "Kuch Meetha Ho Jaaye" (Let’s have something sweet) campaign started with a creative team scripting joyful family moments.Production:
After the creative idea is finalized, the ad needs to be produced. This could mean shooting a video, designing a poster, recording a jingle, or creating digital content.
Example: Zomato produces short, funny videos for Instagram and YouTube featuring common Indian food habits.Testing the Advertisement:
Before launching on a large scale, many companies test their ads with a small audience to check reactions and make changes if needed. This is called Pre-testing.
Example: A company like HUL may test different versions of a Lifebuoy soap ad to see which one is more liked by people.Media Buying and Scheduling:
After the ad is ready, the next step is buying time slots on TV, radio, or websites, or booking space in newspapers, hoardings, or apps.
Example: CRED booked premium ad slots during the IPL cricket matches to get maximum visibility.Launching the Advertisement:
This is when the ad is finally released to the public through the selected media.
Example: During Diwali, Amazon India launches massive ad campaigns across TV, mobile apps, newspapers, and YouTube.Monitoring and Feedback:
After the ad is launched, companies monitor its performance — how many people saw it, liked it, shared it, or acted on it (like downloading an app or buying a product).
Example: Swiggy tracks how its advertisements lead to an increase in food delivery orders.
Types of Execution Techniques
Slice-of-Life Execution:
Showing real-life situations that people can relate to.
Example: Horlicks ads show mothers worried about their children's growth and health — a common concern in Indian homes.Testimonial Execution:
Showing real customers or celebrities talking about their positive experiences with the brand.
Example: Virat Kohli endorsing Manyavar sherwanis, talking about Indian traditions.Demonstration Execution:
Showing how the product works.
Example: Surf Excel ads often show kids getting dirty and mothers washing their clothes clean easily.Humor Execution:
Using comedy to catch attention and make people remember the ad.
Example: Center Fresh chewing gum ads use humor to show people getting stuck because of "Zubaan pe Rakhe Lagaam" (keeps your tongue tied).Emotional Appeal Execution:
Creating feelings like happiness, pride, love, or nostalgia.
Example: Google Pay's ads focusing on simple human connections through digital transactions.Musical Execution:
Using jingles, songs, or music to make the ad catchy.
Example: Nirma's famous washing powder ad — "Washing Powder Nirma" became a household tune in India.Fantasy Execution:
Creating an imaginary or magical world to advertise the product.
Example: Parle-G biscuits ads showing kids imagining adventures fueled by their biscuits.
Challenges During Execution
Budget Constraints:
High-quality production can be expensive. Brands sometimes need to manage tight budgets without losing creativity.Time Pressure:
Sometimes ads need to be created and launched quickly, especially during special events or festivals.
Example: Swiggy Instamart launches quick festival ads for Holi, Diwali, or New Year.Maintaining Consistency:
The execution must stay true to the brand’s overall image and earlier campaigns.
Example: Amul Girl cartoons have maintained the same style for over 50 years.Cultural Sensitivity:
Ads must respect different cultures, traditions, and emotions, especially in a diverse country like India.
Example: Some brands have faced backlash for not understanding cultural sentiments (like the Tanishq ad controversy in 2020).
Example of Good Execution from India
Cadbury Dairy Milk's "Kuch Meetha Ho Jaaye" Campaign:
Cadbury understood that in India, people like to celebrate small happy moments by eating sweets. Their planning was excellent, but their execution was even better. The TV ads showed everyday happy moments like a school kid winning a prize, a family gathering, or friends celebrating a cricket win, and how Cadbury becomes part of that happiness. The visuals, music, and acting were simple yet emotional, making the brand a part of Indian celebrations.
Conclusion
Execution is where all the ideas, research, and planning are finally put to the test. It is the most visible part of advertising, the one that the public sees and judges. A great plan can fail if the execution is weak, and a simple idea can shine if the execution is powerful. In India’s highly emotional and diverse market, strong execution, keeping culture, creativity, and clarity in mind, is the key to successful advertising.
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Of course! Here's your long, detailed, simple English notes in point and paragraph format (no table) for B.A. Hons Mass Communication —
subject Advertising, topic Copy Research, with Indian examples:
Copy Research in Advertising
Introduction:
Copy research in advertising means testing and checking the advertisement's written or spoken content (called the "copy") before or after it is shown to the public. It is done to make sure that the ad message is clear, creative, interesting, and convincing. It also helps in finding out whether the ad will be liked by the audience and whether it will help the brand.
Copy research is very important because making an advertisement costs a lot of money, and companies want to make sure their ad will work before spending more on media like TV, newspapers, social media, or outdoor hoardings.
Importance of Copy Research
Tests the Strength of the Message:
Copy research helps check if the main message of the ad is strong and easy to understand.
Example: Before launching the famous "Daag Acche Hain" (Stains are good) campaign, Surf Excel tested if people understood the emotional message behind kids getting dirty while learning.Finds Mistakes Early:
It helps spot mistakes, confusion, or anything offensive in the ad before it is shown to millions.
Example: If a soft drink company like Thumbs Up plans a risky action ad, they test if it sends the right adventurous message, not something dangerous.Checks Audience Reaction:
Copy research studies how people react emotionally — whether they find the ad funny, boring, inspiring, annoying, etc.
Example: Amazon India checks if its festival ads make people feel excited about shopping during sales like Great Indian Festival.Saves Money and Reputation:
A badly received ad can waste money and even harm the brand's image. Copy research reduces that risk.
Example: Tanishq had to pull back an ad after public controversy. If careful copy testing had been done, maybe the issue could have been predicted.Improves Creativity:
Feedback from copy research can help make the ad more creative and appealing before final launch.
When is Copy Research Done?
Before the Ad is Released (Pre-testing):
Testing the ad while it is still being made — like checking the script, storyboard, or rough video.After the Ad is Released (Post-testing):
Checking the performance of the ad after it has been shown — whether it met the goals like better brand awareness or more product sales.
Methods of Copy Research
Focus Groups:
A small group of people are shown the ad, and they discuss their feelings and opinions.
Example: HUL might gather 10 housewives to discuss how they feel about a new Rin detergent ad.Surveys and Questionnaires:
Asking a large number of people structured questions about the ad — did they like it, what message did they get, will they buy the product?
Example: Pepsi India can send online surveys to young audiences after showing them a new ad.In-depth Interviews:
Talking personally to individuals to understand deeper feelings about the ad.
Example: Interviewing rural customers to understand how they feel about an ad for Dabur health products.Theater Testing:
Showing several different ads to a large group in a theater or hall and asking them which ad they liked best.
Example: Hero MotoCorp can test three versions of a bike ad and see which one the audience remembers most.Recall Tests:
After showing the ad, researchers ask people what they remember about it. Stronger ads have better recall.
Example: Fevikwik's quick bond ad — "Chutki Mein Chipkaye" — had very high recall among viewers.Physiological Testing:
Measuring body reactions like heartbeats, facial expressions, or eye movement while watching the ad.
Example: Testing whether viewers get excited while seeing an action-packed Pulsar Bike ad.Online Analytics:
For digital ads, tracking views, likes, shares, comments, and click-through rates on platforms like YouTube, Instagram, and Facebook.
Example: Nykaa tests the success of beauty product ads based on engagement on Instagram.
Key Areas Measured in Copy Research
Attention:
Does the ad grab people’s attention immediately?Comprehension:
Do people understand what the ad is trying to say?Believability:
Do people believe the claims made in the ad?Brand Recall:
Can people remember which brand was being advertised?Emotional Impact:
Does the ad make people feel something — happiness, pride, excitement?Purchase Intent:
After seeing the ad, are people more interested in buying the product?Likeability:
Do people like the ad enough to talk about it or share it?
Example of Copy Research in India
Case: Amul Butter Topical Ads
Amul’s witty topical ads about politics, films, sports, and current events are carefully tested before publishing. Since these ads comment on sensitive topics, copy research ensures that they are humorous but not offensive. Amul's brand image depends on being seen as clever but harmless. Hence, a small internal team often tests public reaction before the hoarding is released across India.
Case: Airtel 4G Girl Campaign
When Airtel introduced its 4G services, it used the "Airtel Girl" (Sasha Chettri) in many ads. Initial copy testing showed she was liked for being relatable and simple. However, after overexposure, later copy research revealed that people were getting annoyed. Based on feedback, Airtel changed its advertising strategy.
Challenges in Copy Research
Bias of Participants:
Sometimes people say what they think researchers want to hear, not their true feelings.Sample Size Problem:
If too few people are tested, results may not represent the wider audience.Cost and Time:
Proper copy research can be expensive and time-consuming, especially if testing many versions.Changing Trends:
Audience tastes change fast, especially among young people. What tested well last month may not work today.
Conclusion
Copy research is like a safety net for advertisers. It ensures that their hard work in making an advertisement is not wasted. It helps fine-tune the ad, fix problems, increase its emotional and selling power, and reduce risks. In a diverse and sensitive market like India, where audience reactions can vary widely across regions, good copy research is essential for successful advertising campaigns.
Market research
Introduction:
Market research is the process of collecting, analyzing, and understanding information about a market. It includes learning about customers' needs, preferences, behaviors, competitors, and overall market trends. In advertising, market research helps companies design better ads, choose the right audience, find the best media channels, and make better business decisions. Without proper market research, advertising campaigns can fail because they don't connect with the target audience.
In simple words, market research acts like a map that guides advertisers toward success.
Importance of Market Research in Advertising
Understanding the Target Audience:
Market research helps advertisers know who they are selling to — their age, gender, income, habits, likes, dislikes, and needs.
Example: Myntra does research to find out that young urban Indians love fast fashion and shopping online.Creating Effective Advertising Messages:
Research helps find out what kind of message will attract the audience — emotional, funny, informative, or motivational.
Example: Cadbury Dairy Milk used market research to learn that Indian families love emotional storytelling, leading to their "Kuch Meetha Ho Jaaye" campaign.Choosing the Right Media:
Market research tells advertisers where their audience spends time — TV, Instagram, YouTube, newspapers, etc.
Example: Swiggy found that young customers spend more time online, so it invested heavily in digital ads instead of just TV commercials.Knowing the Competition:
Research shows what competitors are doing, what customers like or dislike about them, and where there is a gap in the market.
Example: Zomato closely studied Swiggy's marketing and offered different promotions to stand out.Testing Product Ideas:
Before launching a new product or service, companies test it with a small audience to see if people like it.
Example: Tata Consumer Products tested new flavors of Tata Tea with selected customer groups before launching them nationally.Reducing Risks:
Good market research lowers the risk of advertising failure. It gives advertisers real facts instead of just guessing.
Types of Market Research
Primary Research:
Directly collecting new information by talking to people.Surveys
Interviews
Focus groups
Observation
Example: Ola conducted surveys to understand what people expect from cab services like safety, quick service, and good drivers.
Secondary Research:
Using existing information already collected by others.Reports
Articles
Government publications
Industry analysis
Example: Amul might use FSSAI (Food Safety and Standards Authority of India) reports to understand dairy industry trends.
Methods of Conducting Market Research
Surveys and Questionnaires:
Asking a set of questions to a large group of people online, by phone, or face-to-face.
Example: Flipkart sends email surveys after a customer shops to learn about their shopping experience.Focus Groups:
Bringing 8–12 people together to discuss a product or ad under a moderator’s guidance.
Example: Maggi conducted focus groups after the noodle ban to find out if people were ready to trust the brand again.Observation:
Watching how people behave without asking them.
Example: A company might observe shoppers in a mall to see how they choose between different brands of clothes.In-depth Interviews:
One-on-one conversations to get detailed opinions about products, services, or advertisements.
Example: Tanishq might interview couples to understand what they look for in wedding jewelry.Social Media Listening:
Tracking what people are saying about a brand or industry on social media platforms.
Example: Domino’s India monitors Twitter to know whether customers are happy with their pizza delivery.
Areas Where Market Research Helps in Advertising
Product Development:
Research tells companies what features customers want.
Example: Samsung India introduced smartphones with long battery life after research showed that Indian customers travel a lot and need phones that last longer.Price Strategy:
Research helps in setting a price that customers are willing to pay.
Example: Jio disrupted the telecom market by offering very low prices after studying India's price-sensitive mobile users.Promotion and Positioning:
Helps design ads that highlight the right features customers care about.
Example: Dabur Chyawanprash ads focus on "immunity building" because research showed health is a growing concern in Indian families.Distribution:
Research tells where and how customers prefer to buy products — online, in malls, in kirana stores, etc.
Example: Patanjali products became popular by first targeting local kirana shops before expanding online.
Examples of Market Research in India
Case: Paytm Growth After Demonetization
After India's demonetization in 2016, Paytm conducted rapid market research to find out how comfortable people were with digital payments. Research showed that small shopkeepers and common people were interested but scared. Based on this, Paytm created simple ads showing chaiwalas, sabjiwalas (tea sellers, vegetable sellers) using Paytm QR codes. It worked because it connected emotionally with the new audience.
Case: Coca-Cola's "Small is Big" Campaign
Coca-Cola India conducted research which revealed that many Indians wanted a smaller, more affordable bottle. As a result, they introduced 200 ml bottles at ₹10. Their ads focused on "affordability" and "enjoyment," successfully boosting sales among middle-class and rural consumers.
Challenges in Market Research
High Cost:
Good quality research, especially primary research, can be expensive.Time Consuming:
Research takes time. In a fast-changing market, delay can be risky.Biased Responses:
Sometimes people do not give honest answers, leading to wrong conclusions.Changing Market Conditions:
The Indian market changes fast — especially after COVID-19, people's habits changed overnight, making past research outdated.
Conclusion
Market research is like the foundation of a building for advertising. Without it, even the best advertisements can fail because they don’t connect with the right people. In India's diverse market, with so many languages, cultures, and income groups, market research is even more important. It helps advertisers understand their customers deeply, create better ads, and succeed in the tough competition. Smart companies invest in good market research to make smart advertising decisions.
Ethical Aspects of Advertising
Introduction:
Ethics means understanding what is right and wrong, and doing the right thing. In advertising, ethics means creating advertisements that are truthful, fair, respectful, and responsible towards society. Advertisers must follow moral rules because ads influence people’s minds, choices, and behaviors. Unethical advertising can mislead customers, promote wrong values, harm society, and damage a brand’s reputation.
Advertising is not just about selling products — it is about respecting the trust that people have in brands.
Why Ethics is Important in Advertising
Protects Consumer Trust:
Honest advertising builds customer trust. People feel safe buying products from brands that are ethical.
Example: Tanishq always highlights purity and authenticity in their jewelry ads, maintaining customer trust.Prevents False Claims:
Ethical advertising avoids lying or exaggerating about products.
Example: Horlicks was pulled up by ASCI (Advertising Standards Council of India) for claiming "better height and strength" without enough proof.Promotes Healthy Competition:
Ethical advertising respects competitors and avoids attacking them unfairly.
Example: Coca-Cola and Pepsi have many rivalry campaigns, but there are rules they must follow to avoid misleading people.Respects Social Values:
Advertising must respect cultural, religious, and moral values of the society it operates in.
Example: Some ads are modified or banned during sensitive times like elections or religious festivals in India.Protects Vulnerable Groups:
Advertisers should be careful while advertising to children, senior citizens, and the uneducated.
Example: Kinder Joy runs fun, harmless ads targeting children but must avoid creating false needs or unhealthy habits.
Common Ethical Issues in Advertising
Misleading Advertising:
Giving wrong or incomplete information to make the product look better than it is.
Example: Fair & Lovely (now Glow & Lovely) earlier showed that fair skin leads to success, which was criticized as misleading and unethical.Exaggeration:
Making a product sound much better than reality.
Example: Claims like “Lose 10 kg in 10 days!” in weight loss ads are exaggerations.Offensive Content:
Showing content that is sexually suggestive, violent, rude, or disrespectful to certain communities.
Example: A perfume ad by Layer'r Shot was banned in India for being suggestive and offensive to women.Stereotyping:
Showing narrow, unfair images of genders, races, or communities.
Example: Ads that show women only as housewives doing cooking and cleaning reinforce gender stereotypes.Unethical Targeting of Children:
Encouraging unhealthy eating habits or materialism through colorful, fun ads aimed at kids.
Example: Ads for sugary drinks or junk food targeting children are often criticized.Hidden Advertising (Surrogate Ads):
Advertising banned products like alcohol or tobacco indirectly.
Example: Royal Stag advertises "music CDs" and Kingfisher promotes "calendar and soda," but everyone knows they sell alcohol.
Ethical Principles Advertisers Should Follow
Truthfulness:
Ads must present honest information. Lies are unethical and illegal.Transparency:
Advertisers must clearly state important conditions like extra charges, product limitations, etc.Responsibility to Society:
Ads should promote positive values and not encourage wrong behavior.Respect for All Groups:
No ad should insult or disrespect any gender, religion, community, or profession.Fairness to Competitors:
No false comparison or attack on other brands should be made.Decency and Good Taste:
Advertisements should not cross the boundaries of good behavior and should respect cultural sensitivity.
Role of Regulatory Bodies in India
Advertising Standards Council of India (ASCI):
It is a self-regulatory organization that looks after the honesty and fairness of ads in India.
ASCI checks ads based on four principles:Ads should be honest and truthful.
Ads should not offend good taste or decency.
Ads should not promote harmful products or practices.
Ads should observe fairness in competition.
Example:
ASCI ordered Dabur Chyawanprash to change their ad where they claimed 2x immunity without solid proof.
ASCI asked Patanjali to withdraw misleading corona medicine claims during COVID-19.
The Cable Television Networks (Regulation) Act, 1995:
Regulates ads shown on TV, ensuring they do not offend religious feelings or promote illegal activities.Consumer Protection Act, 2019:
Protects consumers from unfair trade practices, including misleading advertisements.
Examples of Ethical and Unethical Advertising from India
Ethical Example:
Surf Excel’s “Daag Acche Hain” Campaign taught that getting dirty is part of learning good things. It promoted positivity and good values among kids and parents.Unethical Example:
Patanjali’s Coronil Kit was advertised as a COVID-19 cure without sufficient scientific proof, leading to government action and public criticism.Ethical Example:
Ariel’s “Share the Load” Campaign questioned gender roles in households, promoting equality and responsibility sharing between men and women.Unethical Example:
Kent RO faced criticism for an ad implying that maids cannot maintain hygiene, which was seen as discriminatory and insulting.
Challenges in Maintaining Ethics in Advertising
Pressure to Sell:
Companies face pressure to meet sales targets quickly, sometimes leading to unethical shortcuts.Tough Competition:
In competitive markets, some brands create misleading or attack ads to stand out.Changing Social Values:
What is acceptable today may become unacceptable tomorrow. Advertisers must stay updated.Influence of Social Media:
Viral marketing sometimes focuses on sensationalism rather than truthfulness.Lack of Strict Punishment:
Sometimes unethical ads are punished lightly, so companies may take risks.
Conclusion
Ethics in advertising is not just about following the law — it is about building a better relationship with society. In a country like India, where culture, religion, and emotions matter a lot, advertisers must be extra careful. Ethical advertising helps brands gain long-term trust, loyalty, and respect. It also supports a healthy, positive society where businesses grow by doing the right thing. A good advertisement should sell products and values together.
Advertising and Pressure Groups
Introduction:
Advertising is a powerful tool that can influence the public, create trends, and change opinions. But sometimes, advertisements hurt the feelings, beliefs, or interests of certain groups of people. These groups come together to form Pressure Groups. Pressure groups try to influence advertisers, companies, or the government to correct, modify, or ban such advertisements. They act like watchdogs, making sure ads are socially, culturally, and morally acceptable.
What are Pressure Groups?
Pressure groups are organized groups of people who work together to influence decisions made by companies, government, or media, without trying to gain political power.
Their main goal is to protect their community, religion, culture, ethics, or interests from being misrepresented or harmed.
Example:
Religious groups in India protested against an ad by Tanishq in 2020, which showed an interfaith marriage. They felt it hurt their religious sentiments.
Why Pressure Groups Influence Advertising
Protection of Religious and Cultural Values:
Many ads unknowingly hurt religious or cultural emotions. Pressure groups work to stop such ads.Protection of Social Morality:
If an ad promotes vulgarity, sexism, violence, or bad habits, pressure groups protest to maintain social decency.Safeguarding Community Interests:
Some communities feel ads misrepresent them or show them poorly. Pressure groups help correct these images.Political Reasons:
Sometimes political groups influence advertising if they believe the ad supports their opposition or shows them negatively.Consumer Rights:
Groups formed for consumer protection also act against misleading or false advertisements.
Methods Used by Pressure Groups to Influence Advertising
Protests and Campaigns:
Organizing marches, boycotts, or social media campaigns against the ad or brand.Petitions and Complaints:
Filing complaints with bodies like ASCI (Advertising Standards Council of India) or the government.Legal Action:
Taking brands to court for hurting sentiments or misleading advertising.Media Pressure:
Using newspapers, TV, and social media to spread public anger and force companies to act.Threats of Boycotts:
Warning customers to stop buying a brand’s products until they change the advertisement.
Indian Examples of Pressure Groups Acting on Advertisements
Tanishq Ad Controversy (2020):
Tanishq launched an ad showing a Hindu woman married into a Muslim family. Some groups accused it of promoting 'love jihad' and pressurized the company to withdraw the ad.Zomato Delivery Boy Ad (2022):
Zomato's ad showing delivery boys in uncomfortable weather was criticized for ignoring the hardships faced by workers. Social media groups forced Zomato to respond.Surf Excel Holi Ad (2019):
Surf Excel’s ad promoting Hindu-Muslim unity during Holi was boycotted by some groups claiming it hurt Hindu sentiments. There were trending hashtags like #BoycottSurfExcel.Kent RO Bread Maker Ad (2020):
This ad suggested that house helps may not maintain hygiene. After public backlash and pressure on social media, Kent apologized and pulled down the ad.Kalyan Jewellers Ad (2018):
Featuring Amitabh Bachchan, it showed bank employees negatively. Bank employee groups protested, calling it insulting. The company withdrew the ad and issued an apology.
Positive Role of Pressure Groups
Making Advertisers More Responsible:
Advertisers now think carefully about social, religious, and cultural issues before making ads.Protecting Society’s Moral Values:
Pressure groups help keep ads clean and sensitive.Helping Consumers:
They stop misleading and harmful advertising that could cheat consumers.Increasing Corporate Accountability:
Brands realize they must respect public emotions and feedback.
Negative Effects of Pressure Groups
Limiting Creativity:
Sometimes creative and meaningful ads are removed just because a small group protests loudly.Unfair Targeting:
Companies can be unfairly attacked for political or religious reasons.Fear of Innovation:
Advertisers may avoid bold, progressive messages, fearing backlash.Over-Sensitiveness:
In a diverse country like India, it’s easy for someone to feel offended, even if the ad had no bad intention.
Role of Regulatory Bodies
Advertising Standards Council of India (ASCI):
Handles complaints about misleading, offensive, or harmful ads.
Example: ASCI intervened in several cases where pressure groups raised concerns.Consumer Courts:
Consumers and pressure groups can file cases if they believe an ad is unethical.Ministry of Information and Broadcasting:
Can ban ads on television and radio if they harm public morality or security.
How Advertisers Should Handle Pressure Groups
Understand the Audience Deeply:
Research cultural and religious sensitivities before launching ads.Test Ads Before Launch:
Conduct pre-launch surveys and feedback sessions.Respect Genuine Concerns:
If a group has valid points, apologize and correct the ad.Communicate Openly:
Issue clear public statements explaining the brand’s intention if controversy arises.Promote Positive Values:
Use advertising to promote inclusiveness, unity, honesty, and other good social values.
Conclusion
In India, advertising is not just about products — it’s about emotions, culture, religion, and society. Pressure groups play a strong role in making sure that advertising respects these aspects. While they help protect public interest, advertisers must find a balance between creativity and sensitivity. Ethical and thoughtful advertising not only avoids controversies but also builds long-term brand loyalty and respect in society.
Advertising must not just sell products, but also respect people.
Emerging Trends in Advertising
Introduction:
Advertising is a fast-changing industry. With the growth of technology, new media, and changing consumer behavior, advertising is evolving rapidly. Brands now use creative ways to reach audiences, not just through TV or newspapers but through social media, apps, influencers, and more. These new styles and methods of advertising are called emerging trends.
Major Emerging Trends in Advertising
1. Digital Advertising
Today, a lot of advertising has moved online.
Brands use websites, mobile apps, YouTube, Facebook, Instagram, and Google ads to reach people.
Example:
Flipkart runs big online ad campaigns during sales like "Big Billion Days" using Instagram, Facebook, and YouTube.
2. Influencer Marketing
Companies now partner with social media influencers to promote their products.
Influencers have loyal followers who trust their suggestions.
Example:
Mamaearth, an Indian skincare brand, became popular mainly through influencer promotions on Instagram and YouTube.
3. Personalization
Ads are now customized based on people’s interests, age, location, and online behavior.
When you search for shoes online, you start seeing shoe ads everywhere — that's personalization.
Example:
Amazon India shows ads of products you recently searched or similar products based on your browsing history.
4. Video Advertising
Short videos are becoming more popular than text or images.
Brands create engaging short videos (like reels, YouTube shorts) to promote their message.
Example:
Zomato creates funny 15-30 second video ads targeting young audiences on Instagram Reels and YouTube.
5. Mobile Advertising
Most people now use smartphones.
Ads are specially made for mobile screens, apps, and mobile games.
Example:
During IPL matches, Dream11 ran special mobile app ads targeting cricket fans through notifications and mobile banners.
6. Social Media Advertising
Social media platforms like Facebook, Instagram, Twitter, Snapchat, and LinkedIn are now main places for ads.
Brands target specific audiences based on their profiles and interests.
Example:
Swiggy uses Instagram to advertise food delivery offers and funny memes to attract young users.
7. Programmatic Advertising
This is automatic buying and selling of ads through software.
It allows real-time ad placements based on user behavior.
Example:
E-commerce companies like Myntra and Nykaa use programmatic advertising to show timely fashion ads to the right customers.
8. Native Advertising
Native ads are ads that blend in with the content you are reading or watching, so they don't feel like ads.
Example:
Articles on news websites like Times of India sponsored by brands like Tata Motors promoting their latest cars look like normal news stories.
9. Voice Search and Smart Devices
With smart devices like Alexa, Siri, and Google Assistant, brands are now creating content optimized for voice search.
Example:
Domino’s India allows you to order pizza using voice commands through Amazon Alexa.
10. Augmented Reality (AR) and Virtual Reality (VR) Advertising
AR and VR are technologies that create interactive experiences.
Brands now use AR filters and virtual try-ons to make ads more exciting.
Example:
Lenskart allows customers to try on eyeglasses virtually using AR through their app before buying.
11. Emotional and Purpose-Driven Advertising
Consumers now like brands that stand for social causes or show emotions.
Brands use messages about family, equality, environment, patriotism, and kindness.
Example:
Tata Tea’s "Jaago Re" campaign focused on social issues like corruption and voting awareness.
12. Sustainability and Eco-Friendly Advertising
Today, customers care about the environment.
Brands promote their eco-friendly products and green practices.
Example:
Paper Boat drinks promote traditional Indian drinks using eco-friendly packaging and emotional storytelling.
13. E-commerce Advertising
With the rise of online shopping, advertising within shopping apps like Amazon and Flipkart is increasing.
Example:
When you search for smartphones on Flipkart, you see ads at the top for sponsored phone brands like Realme or Samsung.
14. Moment Marketing
Brands react instantly to current events, memes, and news to create funny, timely ads.
Example:
When India won gold at the Olympics, brands like Amul quickly created ads celebrating the victory on social media.
15. Regional Language Advertising
Brands now advertise in different Indian languages to connect with local audiences.
Example:
During elections or festivals, Paytm runs ads in languages like Hindi, Tamil, Telugu, Marathi to target regional users.
Why Are These Trends Important?
Changing consumer habits: People spend more time online and on mobile, not on TV.
More competition: Brands must find new ways to stand out.
Short attention spans: Creative, short, and fun ads grab attention faster.
New technologies: Tools like AI, AR, and big data allow smarter and cooler ads.
Demand for social responsibility: Consumers now expect brands to be socially and environmentally responsible.
Challenges in Emerging Trends
Privacy concerns: Personalized ads raise privacy issues.
Ad fatigue: Too many ads can annoy users.
Keeping up with technology: Brands must constantly learn and adapt.
Maintaining authenticity: Influencer ads must feel real, not forced.
Conclusion
The world of advertising is changing faster than ever. Brands that understand these emerging trends and adapt to them are able to connect better with their audiences. In India, with its growing digital population, young consumers, and cultural diversity, new advertising trends are making marketing more exciting, personal, and meaningful. Successful advertising today is not just about selling — it’s about connecting, entertaining, and inspiring!
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