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Advertisement

Planning and Strategy


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Publishing-in-support-of,

EDUCREATION PUBLISHING

RZ 94, Sector - 6, Dwarka, New Delhi - 110075 Shubham Vihar, Mangla, Bilaspur, Chhattisgarh - 495001

Website: www.educreation.in __________________________________________________

© Copyright, 2018, Ramesh Kumar Chaturvedi

All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted, in any form by any means, electronic, mechanical, magnetic, optical, chemical, manual, photocopying, recording or otherwise, without the prior written consent of its writer.

ISBN: 978-1-5457-1964-0

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The opinions/ contents expressed in this book are solely of the author and do not represent the opinions/ standings/ thoughts of Educreation.

Printed in India


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Advertisement Planning and Strategy

Ramesh Kumar Chaturvedi

(Ph.D., MBA)

EDUCREATION PUBLISHING (Since 2011)

www.educreation.in


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Preface

This book is intended to cover syllabus of Advertising

Planning and Strategy taught in Universities following

model curriculum prescribed by UGC for. The concepts

are presented in simple and easily understandable for all

the students from various backgrounds. This text book,

in additions to thoughtful contributions by author, is

aggregation and compilation of scholarly contributions

of various authors and researchers in the discipline of

Advertisement planning and Strategy. Simple

illustrations are given as and when required. Students

can submit feedback or suggestions to the author at

[email protected]. Care has been taken to

ensure present original ideas as proposed by respective

authors, though due to divergence in interpretation at

times it may vary a bit. Author do not claim the ideas

presented in this book as solely his own. For academic

interest of students author has represented subject matter

in compilation form. Any error typographical or


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otherwise is regretted. Concepts discussed in the book

are well recognized in this discipline of study and

attributed to well-known references, though here not

mentioned exhaustively.


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Acknowledgement

Writing book is challenging and arduous task. In course

of completing and finishing this book numerous man

hours have been devoted. There were moments when

internal light of inspiration was diminishing. I would

like to thank all those who rekindled to fire within me to

complete the book. My colleague Prof. Kushendra

Mishra and faculty members especially prof. MS Khan,

Dr. Abhilash Babu, Dr. Taruna and Dr Lata had been

benevolent enough by allowing me to pursue writing this

book and extending all possible support. My family

specially My Mother, Father, Wife and son Rishi has

stood by me and constantly inspired to serve the students

by authoring this book. I specially thank my mentor and

guide Prof. Sanjay Medhavi for endowing capabilities to

contribute to academia which is channelized through this

book. Finally I thank almighty GOD for giving me

courage to take up and complete this book.


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About the Author

Dr. Ramesh Kumar Chaturvedi,

Ph.D. (Business Administration), MBA, MA (Pub.

Admin.), B.Sc. (Hons., Electronics and Instrumentation),

MDSE, UGC-NET/JRF (Management).

Assistant Professor, Department of Rural Management,

Babasaheb Bhimrao Ambedkar University, (Central

University),

Lucknow, UP, India

Dr. Ramesh Kumar Chaturvedi is Electronics and

Instrumentation graduate from Mumbai University,

MBA from Mahatma Gandhi Kashi Vidyapeeth and MA

in Public administration from Pondicherry University.

He has earned Ph.D. in discipline of Retail and

Consumer Behavior at Dept. of Business Administration,

University of Lucknow. He has also completed a

certification program on Management of MFI‟s from

IIM, Lucknow. Along with Nine years of experience in


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academics, he also possesses five years‟ work

experience of corporate world. He has more than twenty

publications of research papers, some of them refereed

and indexed with impact factor. He has made many

presentations in national and international seminars as

part of his academic achievement and received best

paper presenter award twice. His other book on

„Marketing Management - A contemporary approach‟ is

well referred by students of various universities. He has

interest in subjects like Strategic Management,

Marketing and Business Research Methods.


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Index

Sr. Contents Page

Chapter 1 Advertising Business: Agencies

And Client Relationship

1

1.1

1.2

1.3

1.4

1.5

1.6

1.7

1.8

1.9

1.10

1.11

1.12

1.13

1.14

Introduction

Objectives

Advertising Industry

Functions of the Advertising

Department

Advertising Agencies

Types of Advertising Agencies

Structure of Advertising Agency

Functions of An Advertising

Agency

Revenue of Advertisement

Agency

Working with Advertising

Agency

Advantage of Using Agencies

Scope of Advertising Agency

Selecting An Agency

Setting Advertising Objectives:

Bridge to Sound Client –Agency

1

2

2

4

7

8

12

15

17

19

19

21

23

26


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1.15

1.16

1.17

1.18

1.19

Relationship

Glossary

Answers to Check Your Progress

Summary

References and Further Reading

Terminal Questions

30

32

39

41

42

Chapter 2 Advertising Planning And

Strategy

44

2.1

2.2

2.3

2.4

2.5

2.6

2.7

2.8

2.9

2.10

2.11

2.12

2.13

2.14

2.15

2.16

Introduction

Objectives

Advertising Planning

Components of Advertisement

Planning And Strategy

Levels of Advertising Strategic

Planning

Message Stratey Inadvertising

Strategic Planning: Circular

Process

Five Step Approach of Strategic

Planning

Advertising Budget Strategy

Marginal Analysis Approach

Advertising Budget Allocation

By “Rule of Thumb”

Glossary

Self-Evaluation

Summary

Referencs and Furthet Reading

Terminal Questions

44

44

45

47

48

51

53

58

64

66

68

75

77

83

84

85


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Chapter 3 Media Planning And Buying 88

3.1

3.2

3.3

3.4

3.5

3.6

3.7

3.8

3.9

3.10

3.11

3.12

3.13

3.14

3.15

3.16

3.17

3.18

Introduction

Objectives

Media Planning

Advertising Media

Types of Media

Difficulties In Selection of Media

Selection of Individual Media

The Advertising Schedule

Issue of Duplication of Media

Frequency of Advertisement

Under Media Planning

Media Buying

Challanges of Media Buying

Process of Media Buying

Glossary

Self-Evaluation

Summary

References and Further Readings

Terminal Questions

88

88

89

93

94

97

100

105

106

106

109

110

112

114

115

121

123

124



1

Chapter One

Advertising Business-

Agencies and Client Relationship

1.1 INTRODUCTION

From a situation analysis point of view, the advertiser

needs to know what kinds of facilitating agencies exist

and the nature of the services they provide. From a

planning point of view much local advertising is done

without the services of an advertising agency or a

research supplier. On the other hand, a national

advertiser may have under contract many different

agencies and research suppliers, each serving one or

more brands in a product line. Many advertising

decisions involve choosing facilitating agency

alternatives.


Advertisement: Planning and Strategy

2

1.2 OBJECTIVES

Many advertising decisions involve choosing facilitating

agency alternatives. After studying this chapter you

would be able to understand

What is advertising business?

What is an advertising agency:

What functions advertising agency perform

should be chosen?

What is structure of an advertising agency?

How relation between agency and client be

maintained?

1.3 ADVERTISING INDUSTRY

The advertising Industry is estimated about US

dollor529 billion worldwide. Indian advertising industry

for 2017 is estimated to be Rs 63,000 crore comprising

of both print and TV having a share of 38-40% each and

rest for all other mediums. Worldwide advertising

industry is going through a change. The most important

change that is taking place is shift of advertising focus

from print and TV to internet medium. Online

advertising has shown highest growth in 2015 and 2016

due to heavy expenditure by advertisers and increased



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preference of online advertising. In spite of advertising

industry is in transition the fundamental character of

Advertiser, Agency and Media is still in place. Though

the members at lower side give their input as feedback,

the flow of advertising decision occurs in a top to bottom

manner which is shown in figure 1.1 below. The

advertisement industry has also witnessed function and

structuring. Now a common phenomenon is creating

business units that cater needs of large client‟s in

dedicated manner. Another important shift that occurred

in past few years is increased emphasis in viewing the

media in holistic manner and developing sophisticated

techniques that allows monitoring and measuring

advertising across the media in integrated manner.

However, though the advertising industry is witnessing

such as strong growth yet the industry is dominated by

few large agencies and they command the big share of

advertising expenditure. This can be attributed to

consolidation, acquisition and merger that occurred in

last few years across the world.


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