(UNIT 3) LAST MIN REVISION

 

SYLLABUS: 

Unit-3. Advertising Agency : Structure and functions, creativity, Media Selection, NewsPaper, Magazines, Radio, Television, Outdoor, Strategy, Planning, Media Budget, Campaign Planning, Copy writing and advertising Production techniques, Print, Radio,Television, film, Outdoor, Ideation, Visualization, Use of Computers, Copy Preparations.

Advertising Agency: Structure and Functions

• Advertising agencies are companies that plan, create, and manage advertising campaigns for clients.

• They provide services like market research, creative development, media planning, production, and client servicing.

Structure of a Typical Advertising Agency:

1. Client Servicing Department:

   • Acts as a link between the client and the agency.

   • Example: In India, agencies like Ogilvy India have strong client servicing teams.

2. Creative Department:

   • Makes the advertisements — writers, designers, visualizers work here.

   • Example: Ogilvy's Piyush Pandey is a famous Indian ad creator.

3. Media Planning and Buying Department:

   • Selects the right media (TV, newspapers, digital) for ads.

   • Negotiates to buy ad space and time.

4. Research Department:

   • Studies consumer behavior, trends, and helps in strategy.

5. Production Department:

   • Produces the final ad materials like videos, prints, banners.

Creativity in Advertising

• Creativity is the heart of advertising.

• A creative ad grabs attention, builds interest, creates desire, and motivates action.

• Indian example: Fevicol ads are super creative, funny, and memorable.

Media Selection

• Choosing the right platform to show ads is called media selection.

• Factors include target audience, budget, product type, timing, and geographic reach.

Example:
For urban youth, companies like Nike India prefer Instagram and YouTube ads.

Advertising through Different Media

1. Newspapers

• Best for reaching educated, middle-class audience.

• Good for urgent ads like sales, public notices.

• Example: Times of India front-page ads by Flipkart Big Billion Days.

2. Magazines

• Good for niche audiences like fashion lovers, tech geeks.

• Example: Femina magazine ads for beauty products.

3. Radio

• Reaches local and regional audiences easily.

• Cheaper, good for repetitive listening.

• Example: Red FM ads for food delivery apps like Zomato.

4. Television

• Huge reach, perfect for visual storytelling.

• Good for building brand image.

• Example: Coca-Cola India's "Thanda Matlab Coca-Cola" TV ads.

5. Outdoor (Billboards, Hoardings)

• High visibility for travelers and commuters.

• Example: Amul Butter Girl billboards with funny social messages across India.

Strategy and Planning in Advertising

• Involves setting clear goals, understanding the audience, choosing media, and budgeting.

• Strategy includes defining what message to deliver and how.

• Example: Surf Excel's "Daag Ache Hain" strategy focuses on emotional storytelling.

Media Budget

• Deciding how much money to spend on different media.

• Based on target audience size, media cost, expected returns.

• Example: A new startup may spend more on digital ads (Facebook, Google) than expensive TV ads.

Campaign Planning

• Campaign planning means planning a full series of ads around a central idea.

• Steps include research, setting objectives, making creative ideas, choosing media, setting timelines.

• Example: Swachh Bharat Abhiyan used TV, radio, print, and outdoor for a unified national campaign.

Copywriting and Advertising Production Techniques

• Copywriting: Writing slogans, headlines, and ad content to attract and persuade audiences.

Print Advertising (Newspapers and Magazines)

• Use bold headlines, short paragraphs, attractive visuals.

• Example: Amul's clever one-liners on current events.

Radio Advertising

• Use catchy jingles, dialogues, and strong call-to-action.

• Example: HDFC Bank’s loan offers on FM radio with a catchy tune.

Television Advertising

• 30-60 seconds visual storytelling, emotional connect, brand logo placement.

• Example: Tanishq Jewellery TV ads showing wedding emotions.

Film Advertising

• Short films made for YouTube or social media.

• Example: Tata Tea's "Jaago Re" films promoting social awareness.

Outdoor Advertising

• Big simple messages, bright visuals, minimal text.

• Example: Vodafone's ZooZoos on hoardings during IPL season.

Ideation and Visualization

• Ideation: Generating creative ideas for an ad.

• Visualization: Imagining how the ad will look, sound, and feel before creating it.

Example:
Cadbury's Dairy Milk "Kuch Meetha Ho Jaaye" campaign — emotional idea + sweet family scenes visualized.

Use of Computers in Advertising

• Computers help in designing layouts (Photoshop, Illustrator), video editing (Premiere Pro), animation (After Effects), and managing campaigns (Google Ads, Facebook Ads Manager).

Example:
Swiggy uses digital tools to design quick, relatable Instagram ads during cricket matches.

Copy Preparations

• Copy preparation is the final step where text, visuals, sound, and videos are polished and made ready to release.

• Final proofreading, voice recording, video edits happen here.

Example:
For Pepsi India, catchy slogans like "Ye Dil Maange More!" are finalized and matched with energetic video shoots.

Conclusion

Advertising is a teamwork of many departments like creative, media, research, and client servicing. Creativity, right media selection, strong campaign planning, and powerful copywriting together make an ad successful. Today, computers, ideation, and visualization play a major role in fast and innovative ad production, connecting brands emotionally with Indian audiences.