Ideally, advertising objectives should be stated in terms of sales or profits. However, this is difficult or impossible given that advertising is only one of the input variables, and it interacts with other controlled and uncontrolled variables that also impact sales and profits.
The advertising objectives must somehow relate to consumer’s behavior since this is what must be influenced to obtain a sale. But behavior, in turn, is a function of a complex process. It is not enough to say that the objective of advertising is to trigger behavior that will lead, in some way, to a sale. Rather, what is needed is a measurement of the process by which the desired response was achieved; that is, the communication must attract the attention of the target group, be understood and convince all concerned that the product can meet their needs better than alternative products.
The technical problems associated with attitude measurement were discussed; therefore, the discussion here centers mainly on measuring the attitudes of target audiences toward products and then attempting to determine the effect of advertising on those attitudes. Actually, more than a single measurement is needed since marketers need to evaluate attitude toward their product’s salient characteristics as well as toward those competing brands. Such a set of measurements should give some indication of what specific attitudinal changes must be effected in order to obtain sales. Thus, the goal of advertising can be stated in terms of changing consumers’ attitudes with respect to selected product characteristics. This approach assumes that attitudes are predictors of behavior and that they can be measured with some reasonable degree of accuracy.
Measuring attitudes is difficult as understanding the process by which attitudes are formed and changed. Even so, the idea of using attitudes as the focus of advertising effort has great appeal because of its presumed link with behavior. Thus, many advertising effectiveness measures implicitly recognize the importance of attitudes and work directly or indirectly to measure them.
In lieu of measurements of attitudes per se, purchase intention measures are often used as a way of testing advertisements that seek to increase the likelihood of purchase by changing beliefs and evaluations. This summary measure can be used to compare the effect of different ads. When coupled with a measure concerning the degree to which a product’s salient features fit those of the ideal brand,, the result is a set of data of considerable value to the advertising manager as well as the copywriter.
Communication requires a 360 degree approach. The industries in communication are broadly print broadcast online advertising public relations (PR) and strategic communication or integrated marketing communication (IMC). You could be an advertising PR, or marketing communications professional corporate communicator event manager journalist or a film maker of feature or ad films. The communication industries have grown by leaps and bounds over the past decade.
The event management industry has increasingly been transforming itself into a more professional and structured, reliable, and accountable field. Not only that, it was become more specialized in the way it approaches its clients.
Towards an integrated model: While other promotional streams have emerged the emphasis in recent times in strategic communication has been largely in the direction of integration of advertising events public relations and other forms of brand equity activity that are becoming increasingly seamless . Film marketing and in- film advertising is a particularly creative challenge, and the Indian film industry has slowly but surely moved in the direction of some professionally managed in films promotions.
EMDI Institute of Media and communication has branches across India and in Dubai, with close industry interactions live projects and plain old grounding through classrooms. Held by Grey cells Education Ltd a company listed on the Bombay stock Exchange in education and training EMDI has been providing professional vocational training in India and Middle East in Event Management Advertising, Journalism and Public Relations . In India EMDI has a 10 city presence: Mumbai (Bandra, Lower Parel, Jai Hind College, Vashi) Bangalore, Chennai, Delhi NCR Hyderabad, Indore, Jaipur, Kolkata and Thane. The institute’s programs are accredited to UK based City and Guilds.
EMDI invites applications for a Post Graduate Diploma in Advertising and Communication (two years full time).
The Institute also offers:
1) PG Diploma in Event Management and public relations (one year full time)
2) Diploma and PG Diploma in Event Management Advertising, media, Public Relations and Journalism (one year part time).
EMDI is located at:
1) Bandra Campus
2) Jai Hind Campus
3) Thane Campus
4) Vashi Campus.