Celebrity endorsement A form of brand or advertising campaign that involves a well known person using their fame to help

promote a product or service. Manufacturers of perfumes and clothing are some of the most common business users of classic celebrity endorsement techniques, such as television ads and launch event appearances, in the marketing of their products.
Puffery Puffery is language used in the promotion of a product which is designed to make the product seem more appealing with the use of claims which are usually subjective, bombastic, and difficult to prove. A classic example of puffery is a sign over a diner which proclaims that it has the world's best hamburgers. Most nations have laws which freely permit companies to use puffery, distinguishing mere puffery from actual factual claims which could mislead consumers. ADVERTISING STANDARDS COUNCIL OF INDIA (ASCI) The ASCI is a self-regulatory voluntary organization of the advertising industry. Its aim is to promote responsible advertising, thus enhancing the publics confidence in advertising, and protect the interests of consumers. It was established in 1985, and is represented in all committees working on advertising content in every Ministry of the Government of India. ASCIs Code for Self-Regulation in Advertising is now part of ad code under Cable TV Act Rules. Violation of ASCIs Code is now violation of government rules. The Consumer Complaints Council (CCC) is ASCIs heart and soul.

Advertising Agencies Association of India (AAAI) Advertising Agencies Association of India (AAAI) was registered as a society in Calcutta. 4 agencies from Calcutta D J Keymer, General Advertising Agency, J Walter Thomson Co. and Press Syndicate and 3 agencies from Bombay'

To benefit Indian consumers and to protect their interests by helping ensure that advertising is honest and in good taste To benefit Indian advertisers by promoting their sales, increasing their sales and increasing productivity & profitability, to stimulate business and industrial activity To benefit media by establishing sound business practices between advertisers and advertising agencies and each of the various media owners. To benefit the nation by harnessing advertising for the good of the country, its institutions, its citizens; to cooperate with the Government in promoting its social objectives and in the task of nation-building To question advertising that is wasteful and extravagant; to make it possible for the small entrepreneur to grow through advertising and to compete with the biggest; to encourage market and media research; to serve society by meeting its social responsibilities. To encourage the interest of young individuals in the business of communication, to assist in education and training programmes and to provide information of benefit to members. Non-members are also provided this service for a fee. To establish a common platform in building and sustaining the prestige of the advertising profession and to serve as a spokesman against unwarranted attacks or restrictions on advertising To establish a forum where representatives of advertisers, advertising agencies, media owners and Government can meet on mutual ground and examine problems of mutual concern. To offer effective co-operation and liaison with Government officials and bodies for the purpose of broadening their understanding of the role of advertisers, advertising and advertising agencies. To co-operate with Government bodies in discussion of matters such as taxes, radio and TV advertising, legislation, political campaign advertising, controls on pharmaceuticals, tobacco or liquor advertising and other subjects of similar complexity and sensitivity.

Develop the USP unique selling proposition or the Creative Hook Unique Selling Proposition Translates brand positioning into a compelling message. Objective is Memorability Emotional = appeal to psychological, social or symbolic needs. Pull at the consumers heartstrings Rational = provide information about functional and utilitarian aspects of the products.

Define the target market. Quantitative Measures Reach: the percentage of people in the target market who are exposed to the ad campaign during the defined time duration 70% of the target market during the first three months of the campaign Frequency: A measure of how many times an average individual in the target market who have been reached

Point-of-Purchase / POP Displays In the retail world, "POP" is used to refer to point-of-purchase advertising displays. POP displays can take various forms, including shelf-mounted signs, hanging posters, and more. Since an estimated 70% of purchase decisions are made within the retail store itself, effective POP displays can have a dramatic impact on sales for a particular product category or brand. Recently, static signs have begun to give way to electronic, dynamically updated point-of-purchase displays that present targeted product information, instant coupons, and more. The software used to control these dynamic POP displays typically allows for near-real time content updates, allowing brand managers to run instant marketing experiments, geographically targeted promotions campaigns, and more. Dynamic POP displays can vary greatly in size, from a 6" shelf-mounted LCD to 42" (or larger) plasma and projection displays, helping deliver targeted marketing content to shoppers at the point-of-decision.