CHAPTER 1:

INTRODUCTION

 Company Profile
The DDB Mudra Group, a part of the DDB Worldwide Communications Group, is an advertising holding
company. It was earlier known as Mudra Communications Limited and Mudra India. It also
started Mudra Institute of Communications Ahmedabad which is considered India's first academic
institution dedicated to communications and advertising studies.[1] In 2011, Mudra group was acquired
by Omnicom Group, subsequently rebranded as DDB Mudra group and merged with DDB Worldwide.[2]
[3]
 As an advertising agency it is credited with handling successful campaigns of brands and products
such as Castrol, Dabur, Future Group, Gulf Oil, and Volkswagen.

DDB Mudra Group

Type Full- service, integrated marketing communication agency

Industry Integrated marketing communication, advertising

Founded 25 March 1980

Headquarters Mumbai

Aditya Kanthy (CEO, DDB Mudra Group)

Key people
Vivaan Singh S/O Madansensingh (Junior director , DDB Mudra

Group)

Anurag Bansal (CFO, DDB Mudra Group)

 Ass

 HISTORY
 DDB Mudra Communications, Top Advertising Company & Advertising Agency in India

DDB Mudra is among the top advertising agencies and one of the leading marketing and creative
services groups in India. The DDB Mudra Communications was founded in 2001 and a part of the DDB
Worldwide Communications Group – one of the largest and most influential networks in the world. The
marketing communications and services network company has founded MICA – Mudra Institutes of
Communications Ahmedabad . MICA is the 1st institute of India imparting education in
communications and advertising. The Advertising Company’s line of business includes preparing to
advertise and placing such advertising in newspapers, radio, periodicals, television, and other print &
electronics media outlets.

The company is owned by the Omnicon Group, one of the world’s largest advertising holding companies.
It was earlier known as Mudra India and Mudra Communications Limited. The company has all major
clients like Future Group, Volkswagen, Aditya Birla Group, Henkel, Reebok, Puma, ACC Limited, Bharat
Petroleum, USHA, McDonald’s, Linen Club, Pepsi, Colgate, Peter England, Castrol, etc. The first campaign
of DDB Mudra communication was for the Vimal brand, a leading fashion brand for the young
trendsetter.

The Advertising Company has done various successful campaigns for LIC with tagline “Zindagi ke saath
bhi, zindagi ke baad bhi, Rashna with Tagline “I Love You Rasna”, and many more.

The Advertising agency offers unique combinations of capabilities, from experience design, digital
strategy, brand strategy, media planning & buying, campaign design, content solutions, analytics &
reporting to shopper marketing.

THE STORY

Founded in 1980 by AG Krishnamurthy, the Mudra Group had 15 employees to begin with, a 500 sq.ft
office space in Ahmedabad, Rs 40,000 in its kitty and brand Vimal as its first client. Today, the DDB
Mudra Group operates out of its offices in 15 leading cities and is represented in more than 22 other
locations. It has more than 1,100 employees and a reach across 1,75,000 villages and 4,000 towns.

On November 1, 2011, the Omnicom Group Inc., a leading global advertising and marketing
communications services company, bought majority stake in the Mudra Group, which led to a complete
group re-structuring and makeover. Post this development, the Mudra Group was rechristened as ‘DDB
Mudra Group’. It is one of India’s largest integrated marketing communications and services networks.

The holding company Omnicom Group Inc. manages a portfolio of global market leaders comprising three
global advertising agency networks - BBDO, DDB and TBWA; numerous leading national advertising
agencies; a global network of more than 175 marketing services companies; and a media group, the
Omnicom Media Group, that includes two of the world’s premier providers of media planning and buying
services.

The DDB Worldwide Communications Group Inc is a global community of talent, cultures and ideas
united by the fundamental belief that creativity is the most powerful force in business. DDB Worldwide
was founded in 1949 and opened its first international office in West Germany. Today, it has a digital
agency Tribal DDB, direct marketing and CRM agency Rapp Worldwide, brand consultant Interbrand and
retail specialist TracyLocke, that speak for themselves.

THE NAME

Mudra in Sanskrit refers to a body position or a physical gesture believed to have magical powers. The
magical power of ‘Mudra’ is an everyday kind of power. The hand, which is a part of the Mudra logo, is a
symbolic expression of the thought that hands that work together to create are hands that deliver. This is
the core of Mudra’s ideology. DDB Worldwide gets its name from its founders – Ned Doyle, Mac Dane
and Bill Bernbach, the ‘Father of Modern Advertising’.

THE DIVISIONS

Agencies: DDB Mudra Group comprises three agency networks – DDB Mudra, Mudra and DDB
MudraMax
Specialist agencies: Tribal DDB India, Rapp India, TracyLocke India, Gutenberg Networks India, Water
Interbrand and DDB Health & Lifestyle
Strategic business units: Eleven strategic business units offer their expertise under four disciplines
(Media, OOH, Retail and Experiential) – Media, Primesite, Streetsmart, Clearchannel Mudra, Prime
Wayfinding, Kidstuff, Celsius, Terra, Videotec, 10 Integrated and Mudra Concrea
 

THE PRACTICES

The DDB Mudra Group’s scope of services run the gamut through Advertising, Media Planning & Buying,
Digital & New Media, Data-driven Marketing, Health & Lifestyle, OOH, Retail Design and Visual
Merchandising, Navigation Solutions, Experiential Marketing (Promotions, Events, Rural), Trade
Marketing, Youth Marketing, Shopper Marketing, Localisation and Pre-Media Services, Content Creation,
Strategy and Design Consultancy.

THE CLIENTS

The DDB Mudra Group’s clients include the Aditya Birla Group, Aircel, Arvind Stores, Akai, Ashok
Leyland, Asian Paints, BPCL, Bank of Baroda, Baxter, Castrol, Cipla, Colgate, Dabur, Emirates, Emami,
Federal Bank, Future Group, Gillette India, Godrej, Gulf Oil, HDFC Bank, HPCL, Hindustan Unilever, HP,
IDBI Bank Group, ITC, Jaypee Group, Jyothy Laboratories - Henkel, ICICI Prudential Mutual Funds,
Johnson & Johnson, LIC, Lavasa, L&T, McDonalds, MSD, Malayala Manorama, Mother Dairy, Nestle,
Nirmal Lifestyle, Novartis, PepsiCo, Philips Healthcare, Policybazaar.com, Reebok, Rotomac, Sab Miller,
 Shell, Star India, Standard Chartered Bank, Symphony, Tata Communications, Tourism Australia, TTK
Prestige, UNICEF, Union Bank of India, United Spirits, Videocon, Volkswagen, Western Union,
Wockhardt, World Gold Council, Worldwide Media, Wipro, Wrigley, YOU Broadband and Zydus.

THE BUZZ

• In 2011, the DDB Mudra Group was India’s most awarded agency network at Cannes, Spikes and
Abbys, among others.
• At Cannes Lions 2012, the Group walked away with the No.1 spot again, amongst Indian agencies, with
one Gold Lion, one Bronze Lion and 20 shortlists.
• It led the Indian tally at Adfest (Asia Pacific Advertising Festival) by bagging the maximum number of
awards.At the Abbys, DDB Mudra Group stood at No.4 with a total of 33 awards including two Golds, 13
Silvers and 18 Bronzes.
• It also won a Gold and a Silver award at the International Advertising Association’s Olive Crown Awards.
At the D&AD awards, the Group bagged the ‘In-Book’ award for its client Philips Electronics.
• Most recently, at the PMAA-Dragons of Asia, the Group won a total of 11 Dragons including one Gold,
one Silver, two Bronzes and seven Orders of Merit, the maximum number of awards won by an Indian
agency.

 PRODUCTS
  Hardcastle Restaurants Pvt. Ltd. appoints
the DDB Mudra Group as its Brand and
Communications Partner for McDonald’s
South and West 
 The Group has created a bespoke model, leveraging its brand management, advertising, digital and data capabilities, for McDonald’s.

 The business win is a homecoming of sorts because DDB Mudra first introduced India to McDonald’s in the 1990s with the
memorable ‘McDonald’s Main Hai Kuch Baat’ campaign that gave the international brand an endearing, Indian image. Now, fifteen
years later, the team at the DDB Mudra Group is excited to work again on one of the most loved brands in the world.

 Commenting on the association, Seema Arora Nambiar, Sr. Vice President, Marketing and People Resources, HRPL said, “We were
quite impressed by the rigour and passion demonstrated by the DDB Mudra team. Being our global agency partner, they bring a deep
understanding of our brand philosophy and ethos. DDB and McDonald’s together have created some of the most path-breaking
campaigns globally and we are looking forward to replicating that in India as well.”

 Reigniting the McDonald’s — Mudra association required an uncommon approach. The team went waist-deep in market research to
find out what kept McDonald’s up at night. They rolled up their sleeves, entered McDonald’s restaurants and kitchens, observed,
listened, as well as learned from years of research and data. They supplemented this knowledge with expertise from DDB teams that
work on the brand across the world.

 
 To create solutions for the future, the team at DDB Mudra Group borrowed lessons from the past. They brought all the knowledge on
business, brand, retail marketing, and consumer together to put the right people with the specialist skill sets, in the right structure;
giving the McDonald’s team a first-hand taste of working with a unified approach to grow India’s under-penetrated eating out market.

 Arvind RP, Director – Marketing and Communications, HRPL added, “We are excited to work with DDB in India. With a strong
commitment to our brand and business and the ability to work seamlessly across brand touchpoints, we are confident that DDB will
help us reinforce our brand love and catapult the business to its next phase of growth.”

 Aditya Kanthy, Group CEO and MD, DDB Mudra Group, who led the specialist team, said, “The McDonald’s win means a lot to us.
We’re talking about one of the most influential brands in the world and the opportunity to shape its future in India. Our teams are
challenging the conventions of how to work across disciplines. We’re contributing to their business planning, advertising, store
experience, app ecosystem, delivery business, and offer design. As clients they truly believe in the power of deep partnerships — we
couldn’t ask for more. It also underlines the strength of the DDB global network, from Dave Kissel at one end of the world in Chicago
to Peter Rodenbeck at the other end in Hong Kong – this is a true meeting of hearts and minds of folks who have ketchup in their
veins!”
 DDB MUDRA LOGO

 SWOT ANALYSIS
The four key elements of SWOT analysis are - Strengths, Weaknesses, Opportunities & Threats. Ddb Mudra can use
strengths to create niche positioning in the market, can strive to reduce & remove weaknesses so that it can better compete
with competitors, look out to leverage opportunities provided by industry structure, regulations and other development in
external environment, and finally make provisions and develop strategies to mitigate threats that can undermine the business
model of Ddb Mudra.

Strengths - DDB Mudra Group: Profitable Growth

Strengths are the Ddb Mudra capabilities and resources that it can leverage to build a sustainable competitive
advantage in the marketplace. Strengths come from positive aspects of five key resources & capabilities - past
experiences and successes, activities & processes, financial resources, physical resources such as land, building, and
human resources .

- Strong Brand Equity and Brand Awareness – Ddb Mudra has some of the most recognized brands in the domestic
market it operates in. According to J Ramachandran, Seema Gupta , brand recognition plays a significant role in
attracting new customers looking for solutions in Creativity, Leadership, Marketing, Strategy adjacent industries.

- Managing Regulations and Business Environment – Ddb Mudra operates in an environment where it faces numerous
regulations and government diktats. In Creativity, Leadership, Marketing, Strategy areas, the firm needs to navigate
environment by building strong relationship with lobby groups and political network.
Weakness- DDB Mudra Group: Profitable Growth

Weaknesses are the areas, capabilities or skills in which Ddb Mudra lacks. It limits the ability of the firm to build a
sustainable competitive advantage. Weaknesses come from lack or absence of five key resources & capabilities -
human resources, physical resources such as land, building, activities & processes, financial resources, and past
experiences and successes .

- Low Return on Investment – Even though Ddb Mudra is having a stable balance sheet, one metrics that needs
reflection is “Return on Invested Capital”. According to J Ramachandran, Seema Gupta in areas Creativity, Leadership,
Marketing, Strategy that Ddb Mudra operates in the most reliable measure of profitability is Return on Invested
Capital rather than one favored by financial analysts such as – Return on Equity & Return on Assets.

- Customer Dissatisfaction – Even though the demand for products have not gone down but there is a simmering
sense of dissatisfaction among the customers of Ddb Mudra . It is reflected on the reviews on various on-line
platforms. Ddb Mudra should focus on areas where it can improve the customer purchase and post purchase
experience.

Opportunities- DDB Mudra Group: Profitable Growth

Opportunities are macro environment factors and developments that Ddb Mudra can leverage either to consolidate
existing market position or use them for further expansion. Opportunities can emerge from various factors such as -
technological innovations, economic growth, political developments & policy changes, increase in consumer
disposable income, and changes in consumer preferences .

- Lucrative Opportunities in International Markets – Globalization has led to opportunities in the international market.
Ddb Mudra is in prime position to tap on those opportunities and grow the market share. According to J
Ramachandran, Seema Gupta , growth in international market can also help Ddb Mudra to diversify the risk as it will
be less dependent on the domestic market for revenue.

- Access to International Talent in Global Market – One of the challenges Ddb Mudra facing right now is limited
access to high level talent market because of limited budget. Expansion into international market can help Ddb Mudra
to tap into international talent market. According to J Ramachandran, Seema Gupta , it can also help in bringing the
talent into domestic market and expanding into new areas Creativity, Leadership, Marketing, Strategy.

Threats- DDB Mudra Group: Profitable Growth

Threats are macro environment factors and developments that can derail business model of Ddb Mudra. Threats can
emerge from various factors such as - political developments & policy changes, changes in consumer preferences,
increase in consumer disposable income, technological innovations, and economic growth .
 CHAPTER : 2

REVIEW OF LITERATURE
The aim of the paper is to propose a simple approach to monitor and control the encoding phase, too often neglected
by the doctrine and operators in the communication process. The paper is discusses a possible methodology to
investigate the degree of coincidence / discordance between what is conveyed through the advertising and what is
actually understood by some consumers. The object of investigation is the verbal text of the spot in order to verify the
level of understanding of the message and, if necessary, to find the reasons of a wrong perceived meaning.

Advertising effectiveness can be defined as the extent to which advertising generates a certain desired effect.
Measuring the effects of advertising is very important, given the amount of investments needed for advertising. While
it is not possible to obtain a global measure of the advertising effectiveness, we should seek to develop and apply
methods and measures for a partial verification of results. Regarding the difficulty of measuring the overall
effectiveness, we believe that it is due essentially to the following considerations:

• advertising interacts with other business variables (behavior, marketing policies, financial decisions etc.) and
environmental variables (competition, economic conjuncture etc.), hardly isolable;

• the effects of advertising are varied and not always translatable into quantitative terms;

• advertising causes long-term effects, not always, therefore, the results occur in the same period in which are the
costs.

In literature and practice the evaluation of advertising effectiveness has used two basic models:

• the dichotomous model;

• the three-dimensional model.

The dichotomous model is applied mainly in product and brand advertising, tending to isolate and evaluate
separately the following:

• sales effect;

• communication effect
The sales effect refers to the assessment of the capability of advertising to affect the sales volume and/or the
market share, regardless of the possible influence of other variables. For Batra et al. (1995), the effectiveness of
advertising should be considered for its effect on sales in the short term. This advertising performance
measurement is based on the marginal theory (Chamberlin, 1948). The advertising is therefore regarded as an
independent variable that can be combined with other marketing variables to have a certain effect on the
dependent variable, i.e. sales. The aim is to seek the best combination of the determinants of the sales increase.

The effect of communication refers to the ability to reach, with appropriate messages, a more significant share
of public. Such effect is examined in literature with different approaches:

• sociological;

• semiotic;

• psychological;

• socio-psychological.

Sociological analysis focuses on the community, considered as a system governed by rules and social norms,
and on the social behavior (Moingeon, 1993). The role of advertising and consumption in the society change is a
very fertile topic. Sociology has examined how advertising influences opinions, attitudes and behaviors of
individuals and social groups. There are two opposite sociological perspectives to the advertising function in
contemporary society. The first maintains a positive approach to advertising. It is believed that the role
advertising is to better organize economic and social relations, to harmonize social behaviors, to make people
adhere to common values and to help them to better live together without problems. The second approach is,
by contrast, rather critic, because advertising tends to generate a mass consumption. In order to adapt
messages to a wider audience, introduces new, poorly differentiated, symbolic values (Friedman, 1979).

The semiotic analysis focuses in the first instance, on symbols. These are identified as anything that conveys
meaning, e.g., words, gestures, images, and dance. Semiotics studies the problem of encoding, and more
generally of the code used. The object of investigation is the message itself containing different signs that can be
interpreted according to a preestablished intention, without reference to the consumer and the influence on
the consumer behavior. This approach is useful especially in the context of advertising creation. Authors assess
the effectiveness of advertising in reference either to the language of the message (Barthes, 1964; Durand,
1964) or the graphic image of the message (Eco, 1979; Mick, 1986; Scott, 1994). However, they analyze the
quality of message from the viewpoint of its construction, its presentation and the place of the communication
process. The impact of the message on the recipient is a minor problem in the process of the message
evaluation. This is an important limitation to the semiotic approach in terms of marketing.

Communication in general and advertising in particular, were treated by psychologists starting from the
motivations of recipients, which occupy a central position in the analysis. This is because of their influence on
the perception of the recipient (Mittelstaedt, 1990). They believe that the motivations drive consumer behavior.
So the purpose for the advertising creator, is to identify the reasons of consumer behavior, in order to identify
the most effective advertisement message or to remove the communication barriers. With the psychological
approach, other types of research and investigation have emerged, thanks to the contribution of neuroscience.
The evidence (obtained through scientific experimentation) has become a necessary support to verify the
assumptions. The psychological approach has the advantage to measure the effectiveness of advertising with
reference to the recipient of the message, particularly to the consumers’ characteristics. On the other hand, the
approach does not provide exhaustive answers, not delving into the exact causes that lead the recipient of the
message publicity to expose themselves voluntarily to the message, decode it, to store and, eventually, to make
the purchase. So it is not taken into account the entire communication process, and, in particular, the external
factors, especially those related to the environment, that may play a crucial role in determining the behavior of
the recipient

The socio-psychological approach takes simultaneously into account the message and the recipient of the
message. This approach aims to study the effectiveness of advertising in terms of persuasiveness (Ray, 1982),
observing the effects on the formation process of attention, memory, attitude and behavior (Kapferer, 1990).
This research methodology considers the environment of the communication process and its actual interactions.
The experimentation is widely used. It also allows to consider all hypotheses tested together, and all the links
that may exist between variables, through a pre-test, getting an advantage in terms of validity of the research.
Rather than focusing solely and exclusively on direct effects of certain variables taken individually, that is
difficult to control in reality, this approach studies the actual contribution of these variables in explaining the
evolution of the dependent variable, sales.

The major criticisms to the dichotomous model concern the partial evaluation and the inability to provide
reliable breakdowns of the effects achieved by advertising and by other company politics (marketing and
communication). For these reasons, sometimes, the threedimensional models (i.e. AIDA model and model
Dagmar) are preferred. These models are used both in planning advertising campaigns and evaluating their
effectiveness. They propose a hierarchy of communication effects, cognitive affective and behavioral (Brasini et
al. 1993; Marbach and Fabi 2000).

Namely the analysis of cognitive dimension concerns the messages understanding and storing and must take
account of different types of memory: spontaneous recall, without any added indication; stimulated recall,
facilitated by the presentation of certain evidence; related memory, when respondents are able to describe at
least one specific element of the communication; recognition, or identification of the advertising; brand
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 CHAPTER:3

ADVERTISING

 Introduction

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.
Segments of Advertisement
Following are the three major sectors of Advertisements −

 Advertiser − Business organization or any other individual, who wishes to advertise their products,
services, or ideas.

 Ad Agency − A service-based firm that creates innovative ideas and develops an attractive and meaningful
ad.

 Media − A communication platform that offers substantial and effective medium to advertise.

Medium of Advertisement
While planning to advertise your business/product/idea, you also need to decide which medium would be the best
suited to execute your ad. You can choose from multiple mediums from the list given below –
 Needs of Advertising

Ads are everywhere. You turn on the TV, open up an internet browser, or walk down a street and you’ll see ads.
They’re all clamoring for your attention and – ultimately – your money. Ads can be annoying, but what would the
world be without them? Here are ten reasons why advertising is important to businesses and society at large:

#1 Advertising is a crucial part of marketing

Many people use marketing and advertising interchangeably. Marketing identifies what customers want, encourages
them to buy, and engages with them afterward to retain their loyalty. To get their attention and let them know you
have what they’re looking for, you need advertising. Advertising is like the fish hook while marketing is the whole
fisherman’s tackle.

#2 Good advertising tells a story

Narrative advertising has gained traction in recent years. If you look at ads from the past, many of them describe a
product or service. As an example, an old Chevrolet ad shows an illustration of the car. It’s surrounded by text
detailing different aspects of the vehicle, such as its wide tread and handling ease. Today, most car ads focus more
on the people driving the car than the car itself. A recent Chevrolet ad features a montage of actors in various life
scenarios, such as moving away from home. The car’s features – like parking assistance and the size of the trunk –
are still highlighted, but they’re not front and center. Consumers respond better to more narrative-style ads.

#3 Advertising lets you target specific customers

Being strategic about advertising helps a business reach out to the customers most likely to buy from them. In the
past, that meant advertising things like health products in fitness-focused magazines and running ads for toys during
children’s TV programs. Thanks to digital marketing and analytic software, businesses can get very specific about
who sees their ads and who has bought their products before.

#4 Advertising helps retain customers

Experts say ongoing advertising campaigns are key to keeping customers. A consumer might buy a product from a
business and not think about them again, even if they were satisfied. If they keep seeing ads, however, they’re
reminded that this is a company they like. Running consistent ad campaigns is especially important if the business
isn’t doing well and needs returning and new customers. Thanks to modern forms of advertising (like ads on social
media and SEO optimization), businesses can run ads on small budgets.

#5 Advertising helps businesses stand out

In a sea of businesses selling their products and services, how does one set themselves apart? Good advertising. A
company can sell something as basic as soap and do better than a competitor simply because they run ads that
consumers like. The soap obviously needs to do its job, but with cleaning products, there’s usually not a massive
difference in effectiveness. It comes down to branding and advertising.

#6 Advertising tells customers if a business aligns with their values

Consumers are getting pickier about the companies they chose to support. Research shows corporate
responsibility matters a lot to people – especially younger people – and they want to buy from businesses that align
with their values. Advertising tells consumers who a business is and what matters to them.
 #7 Advertising affects a brand’s reputation
How a business represents itself can draw customers in or repel them. There are many examples of businesses
running ads that backfired. In 2017, Dove uploaded a short video of a Black woman lifting a shirt over her head and
appearing to transform into a white woman. This woman then removes her shirt, revealing a Middle Eastern woman.
The ad’s intent seemed to be representation, but consumers were not pleased and Dove apologized. This isn’t the
first time Dove has gotten in some hot water, which shows how essential ads are to a brand’s reputation.

#8 Advertising affects sales

Advertising impacts a brand’s reputation, but does that translate into a difference in sales? Sometimes. One big
example is an Oldsmobile ad from 1998. The campaign tried to appeal to younger buyers. Their slogan: “This is not
your father’s Oldsmobile.” It did not do the trick and also insulted their older consumer base. While it’s probably not
accurate to say this ad killed Oldsmobile, it certainly didn’t increase sales. On the flip side, when Wendy’s released
their “Where’s the Beef” ad in 1984, their sales hit a record profit the next year.

#9 Advertising impacts the economy

Spending on advertising is increasing worldwide. Experts estimate that in 2024, advertising will hit over $630 billion.
That translates into more jobs, more buyers, stronger competition, and increased GDP. Advertising is good for the
creative industry as well. Companies often need photographers, animators, musicians, fashion designers, and more
to help with ads. This all plays into economic growth.

#10 Advertising transcends its campaigns

Advertising affects more than just a company’s bottom line and the economy. Ads can transcend a product and
change cultural norms. De Beers is a good example. For many years, it wasn’t common for people to buy diamond
engagement rings. In 1948, De Beers released an ad with the slogan “A diamond is forever.” Ring sales went up as
young men obeyed the ad and took advantage of good diamond prices. Today, newly-engaged couples are expected
to have at least one ring between them.

 Types Of Advertising
Advertising activities can be categorised into above the line, below the line, and through the
line advertising according to their level of penetration.

 Above the line advertising include activities that are largely non-targeted and have a

wide reach. Examples of above the line advertising are TV, radio, & newspaper
advertisements.

 Below the line advertising include conversion focused activities which are directed
towards a specific target group. Examples of below the line advertising are billboards,
sponsorships, in-store advertising, etc.

 Through the line advertising include activities which involve the use of both ATL &
BTL strategies simultaneously. These are directed towards brand building and
conversions and make use of targeted (personalised) advertisement strategies.
Examples of through the line advertising are cookie based advertising, digital marketing
strategies, etc.
 Advertising activities can also be categorised into 5 types based on the advertising medium
used. These types of advertisements are:

 Print Advertising: Newspaper, magazines, & brochure advertisements, etc.

 Broadcast Advertising: Television and radio advertisements.
 Outdoor Advertising: Hoardings, banners, flags, wraps, etc.
 Digital Advertising: Advertisements displayed over the internet and digital devices.
 Product/Brand Integration: Product placements in entertainment media like TV show,
YouTube video, etc.

 Objectives Of Advertising

There are 3 main objectives of advertising – to inform about the brand or offering, to pursuade
to buy or perform a task, and to remind and reinforce the brand message.

To Inform
Advertisements are used to increase brand awareness and brand exposure in the target market.
Informing potential customers about the brand and its products is the first step towards attaining
business goals.

To Persuade
Persuading customers to perform a particular task is a prominent objective of advertising. The
tasks may involve buying or trying the products and services offered, to form a brand image,
develop a favourable attitude towards the brand etc.

To Remind
Another objective of advertising is to reinforce the brand message and to reassure the existing
and potential customers about the brand vision. Advertising helps the brand to maintain top of
mind awareness and to avoid competitors stealing the customers. This also helps in the word of
mouth marketing.

Other objectives of advertising are subsets of these three objectives. These subsets are:

 Brand Building
 Increasing Sales
 Creating Demand
 Engagement
 Expanding Customer Base
 Changing Customers’ attitudes, etc.
 Importance Of Advertising

To The Customers
 Convenience: Targeted informative advertisements make the customer’s decision
making process easier as they get to know what suits their requirements and budget.

 Awareness: Advertising educates the customers about different products available in

the market and their features. This knowledge helps customers compare different
products and choose the best product for them.

 Better Quality: Only brands advertise themselves and their products. There are no
advertisements for unbranded products. This ensures better quality to the customers as
no brand wants to waste money on false advertising.

To The Business
 Awareness: Advertising increases the brand and product awareness among the people
belonging to the target market.

 Brand Image: Clever advertising helps the business to form the desired brand image
and brand personality in the minds of the customers.

 Product Differentiation: Advertising helps the business to differentiate its product from

those of competitors’ and communicate its features and advantages to the target
audience.

 Increases Goodwill: Advertising reiterates brand vision and increases the goodwill of

the brand among its customers.

 Value For Money: Advertising delivers the message to a wide audience and tends to be
value for money when compared to other elements of the promotion mix.
 Advantages Of Advertising

 Reduces Per-Unit Cost: The wide appeal of advertisements increases the demand for
the product which benefits the organisation as it capitalises on the economies of scale.

 Helps In Brand Building: Advertisements work effectively in brand building. Brands

who advertise are preferred over those which doesn’t.

 Helps In Launching New Product: Launching a new product is easy when it is backed

by an advertisement.

 Boosts Up Existing Customers’ Confidence In The Brand: Advertisements boosts up

existing customers’ confidence in the brand as they get a feeling of pride when they see
an advertisement of the product or the brand they use.

 Helps In Reducing Customer Turnover: Strategic advertisements for new offers and

better service helps reduce customer turnover.

 Attracts New Customers: Attractive advertisements help the brand in gaining new

customers and expanding the business.

 Educates The Customers: Advertisements inform the customers about different

products existing in the market and also educates them in what they should look for in
an apt product.

 Disadvantages Of Advertising

 Increases The Costs: Advertising is an expense to the business and is added to the

cost of the product. This cost is eventually borne by the end consumer.

 Confuses The Buyer: Too many advertisements with similar claims often confuses the
buyer in what to buy and should he buy the product or not.
  Is Sometimes Misleading: Some advertisements use smart strategies to mislead the
customers.

 Only For Big Businesses: Advertising is a costly affair and only big businesses can
afford it. This makes small businesses out of competition with big businesses who get to
enjoy a monopoly in the market.

 Encourages The Sale Of Inferior Products: Effective advertisements even lead to the

sale of inferior products which aren’t good for the consumers.

 Advertising Examples

We are surrounded by advertisements. From TV to our mobile phones, we encounter

advertisements everywhere. Following are a few examples of advertising.

TV Advertisements Example
Coca-Cola’s ‘I’d like to buy the world a Coke’, aired in 1971, is the world’s most famous TV
advertisement.

Print Advertisements Example

Jeep’s ‘See whatever you want to see’ is a perfect example of a great print advertisement.

Radio Advertisements Example

Radio advertisements get more attention among the target customers and are also played more
often. Here’s an example of a radio ad by Dove.

Digital Advertisements Example

Digital advertisements are advertisements made especially for the internet and digital devices
users. These ads can be video, image, or text ads.
Digital video ads aren’t restricted to a 30-second or 50-second slot. An example of a digital
video ad is this advertisement by Airbnb.

One might see digital image ads while visiting websites like Feedough, Facebook, Twitter. Here
is an example:

Outdoor Advertising Example

These include hoardings, banners, flags, wraps, etc. An example of an outdoor advertisement is
this hoarding by Audi.
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RESEARCH AND METHODOLOGY