Types of Communication

Defining Communication:

Communication means exchanging the information, ideas, signals, feelings, emotions or thoughts with the help of a particular medium i.e in writing or by speaking.
In the process of communication a sender encodes a message and sends across a particular medium. The receiver decodes the message which has been sent across the medium and sends an appropriate feedback with the help of the channel.

Depending on the type of the message that is to be sent the channel is selected. However the  choice of the channel creates an impact on the communication.

There are certain types of communications. Below mentioned are some.

Verbal Communication: 
In this particular form of communication the message is sent out verbally either by writing the message down or by word of mouth. The message while communicating should be kept simple and short. Because the person who is sending the message across knows what he wants to communicate but the receiver might have some different perception or attitude regarding the message conveyed. This can be a barrier in the communication. Verbal communication is further divided in to two categories.

• Oral Communication:   Oral communication means the message which is sent across through TV, radio, word of mouth, face to face conversation, telephonic conversation etc. The key advantage is that you can see the facial expression of the person and can judge whether the person is convinced by the message sent. Also oral communication can elicit a quick response.
• Written Communication: Written communication is across letters, reports, memos, email. Written signs and symbols are used particularly in the written communication. The precise the communication, the more polished the language better is the impact that shall be created due to written communication. The key advantage is you can edit the text before publishing it. However written communication can not elicit a quick response.

Non Verbal Communication:

Non verbal communication aims at sending the messages with the help of expressions, gestures, body language, tone of voice. Non verbal communication helps to interpret the message more accurately. Non Verbal communication is dependent on the appearance of the speaker, the gesture, the body language, the tone of voice, volume and the speech rate.

Communication based on cause:
Depending on the purpose the communication can be further divided into formal or non formal communication.

• Formal communication: When it comes to formal communication there are certain rules and protocols which are to be followed. The communication is formal and official in style. This usually occurs into official or corporate meetings.Usually slang or routine language is not used, precise and formal language is used for communication.

• Informal Communication:Informal communication usually happens in the casual talks in the routine social situations with friends or family. There are no barriers for the usage of the language. Slangs can be used in informal communication. Informal communication helps to express and also to form bonds with colleagues, friends.

Advertising Standard Council of India - ASCI

Advertising Standards Council of India is a self regulatory voluntary organization of the advertising industry. The role of ASCI and CCC (Consumer Complaint Council) is dealing with complaints received from the consumers and the industry, against the advertisements which are false or misleading and leads to unsafe practices or unfair to competition. This is where ASCI comes into picture.

ASCI has adopted the Code of Self regulation in advertising. It particularly means commitment of the advertisers to honest advertising and fair competition in the market place. It stands for the protection of the legitimate interests of the consumers and all concerned with advertising, which means the advertisers and the agencies who are responsible for the creation of advertisements.

Since the code is been adopted, the 3 things come into picture:

Fewer false and misleading claims, lesser unfair advertisements and increasing respectability.

The mission of ASCI is to maintain and enhance the publics confidence in advertising. ASCI seeks to ensure that advertisements confirm its Code for Self regulation. The advertisements need to be:

• Truthful and fair to competition and consumers
• The advertisement should fit in the norms of public decency
• The products which are likely to impact the minors or the ones which have hazardous impact should not be advertised. 

 ASCI encourages the public to complain about the advertisements which they find deceptive or do not fit in the decency standards or for any other reason. ASCI also ensures prompt and ample amount of consideration. After this the CCC takes at a look at the advertisement and then an appropriate decision is conveyed to the complainant and the advertiser.

If an ad is to be reviewed for its impact on the viewers/audience/readers then the advertiser is also informed duly about the complaint and the points raised in the complaint. Then depending on complaint the advertiser is also permitted to elicit a response on the substantial issues raised by the complainant.

Only then the CCC of the ASCI will be in a position to deliberate meaningfully on the issues involved and to arrive at a fair and objective conclusion, which would stand the scrutiny of all concerned with the right of freedom of expression and the freedom of consumers to choose the products and services made available to them in the market place.

A clearly copy of the copy or the ad under complaint with the full particulars of the name and date of publication or a print out of an ad is sent to the advertiser. The identity of the complainant is not revealed.

The code of the Advertising Practices:

To ensure the truthfulness and honesty of representations and claims made:

1. Advertisements must be truthful.
2. Where advertising claims are expressly stated to be based on or supported by independent research or assessment, the source and date of this should be indicated in the advertisement.
3. Ads should not contain any reference to any person without due permission
4. Ads shall not distort facts or mislead the consumer by the means of implications or omissions.
5. To ensure that ads are not offensive to generally accepted standard of public decency
6. To safeguard against the indiscriminate use of advertising products hazardous to society.
7. Ads addressed to children shall not contain anything whether in illustration or otherwise which might result into their physical or mental harm
8. Ads should not show children climbing or reaching to dangerous location to reach any product or for any other purpose.

Direct Marketing Media

Whenever a particular advertisement generates a qualified lead or generates an direct order only then that particular advertisement is called as an direct advertisement.
In this blog I will elaborating the direct marketing tools which are effective to generate potential leads or to stimulate orders.

1. Telemarketing:
Telemarketing is the largest direct marketing tool used by consumer and business products. Telemarketers make use of the latest technologies including hardware and software, database, call centers. Telemarketing activity is thoroughly planned and well executed. It is strategised in such a way that the person who is called by the telemarketing company is a potential customer of the firms target group. There is a personal interaction, though not face to face and also an attempt to satisfy the needs of the consumer. Telemarketing is used as a part of the integrated marketing communications programme. It is rarely used as a stand alone medium by the direct marketers. 

2. Direct Mail Marketing:
Direct mail marketing particularly includes personally addressed mails of brochures or leaflets. Direct mailers are sent extensively by apparel stores or jewellery store. 
Example: Garden Vareli sends out mailers during their sales which consists a message stating, carry this mailer to the sale venue and get a certain amount of discount.

2.1 Individual Mailers: These mailers particularly talk only about a certain product in detail. It carries all the specifications which a buyer might want to refer. Particularly used by mutual fund companies or by computer software package.

2.2 Catalogs: Catalogs are the widely used category by both, consumer goods and B2B marketers . Catalogs usually consists the line of the merchandise.

3. Direct Response TV:
A direct response TV commercial is more or less like the TV commercials. However DRTV commercial asks for an immediate action from the individuals. While the TV commercials aim to target the mass market, DRTV is targeted only to a specialized target audience. It also consists of a telephone number which encourages the prospects to place orders or seek detail about that particular product.

4. Direct Response Print Media:
In this particular medium a print ad is placed in a magazine or in a newspaper. It usually includes at least one reply mechanism in it.

5. Direct Response Radio:
Since majority of people spend most of their time travelling, where TV viewing is not practical. At this times Direct response radio proves to be an effective medium. Earlier radio was not considered as a strong direct marketing medium. However due to the ability to reach the segmented audience with utmost precision majority of the direct marketers make use of direct response radio.

6. Database marketing:
Database marketing particularly includes individually addressable marketing media channels to deliver highly targeted offers to customers and prospects.Firms can stay close to their target market by compiling and keeping a permanent record of all customer and prospect communications. It helps to improve future contacts and makes realistic planning of marketing activities possible.

Introduction to Direct Marketing

Let's start by defining Direct Marketing.

Direct marketing is an interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location.

There are 3 key aspects in this definition. 


The first one is that direct marketing is "interactive" in which both the marketer as well as the prospective consumer engage in two way communication. Usually the general form of advertising is one way communication where the information is sent out, but the prospect cannot react over the telephone or by through other medium.

The second aspect is that the direct marketing activities are "measurable" in nature. Direct marketing allows the marketer to identify/measure the outcome/response of any particular communication.

The third aspect is that direct marketing communications "can take place at any location". The prospective consumer can be contacted over a telephone/mail/fax.

The Advantages of direct marketing:
Direct marketing, like the other forms of communication aims at persuading the target audience. However there are some things which direct marketing does better than the traditional forms of marketing.

Expense and Profits through direct marketing:
Direct marketers make use of the paid messages just like the general advertisers, however the expenses for direct marketing campaigns are more since the aim is to generate a response. Direct marketing is basically selling your product/service without a sales person or without an intermediary. Since the intermediaries are eliminated the profit earned is more. However the expenditure on media is more as compared to general marketing. The expenditure generally accounts to 10 to 30 percent of the sales, depending on the media involved.

Customer Service:
Customer service plays an important role when it comes to direct marketing.Majority of the firms make money from repeat business rather than just from one sale. Hence a due importance has to be given to the customer service as well. Its an important mechanism to have regular interactions between the marketer and the consumer.

Precision in targeting:
The direct marketing campaigns are based on the use of the database that are segmented with respect to certain criteria like college goers, frequent flyers etc. The direct marketing communications are aimed at the precisely targeted prospects to reduce the waste which is present in other forms of communications.

Personalization:
Direct marketing communications are personalised and hence it creates a direct appeal to the prospective consumer. The ability to personalise extends just beyond the names where you can also communicate based on the past purchases, customer characteristics and likewise.

Call for immediate action:
Direct marketing communication always contains a call for action in their copy. The prospect is either encouraged to gain more information or place the order by calling the number in the direct response print ad.

Measurement:
The effect of the direct marketing activity can always be measured. You can track the performance, the campaigns can be monitored on a real time basis. You can precisely check what has worked and the areas which can be explored or the ones which have to be improvised.
Tracking the performance also helps in analyzing the behavior of the target group and also establish long term relationship with the target audience.

Emotional Appeals in Advertising

Emotional appeals are the exact opposite of the rational appeal. While rational appeal involves a deliberate reasoning process, emotional appeal aims to stir up emotions which are below the level of consciousness.
Emotional appeals are used by advertisers to excite the target group with the use of the emotions in the communication, thus directing them to make a purchase of the product or offering. 

Some of the emotional appeals are listed below. Let's take a quick look at the emotional appeals used in advertising.

FEAR APPEAL:
Fear Appeal is the most commonly used appeal when it comes to advertising a product. The greater the level of fear generated in a communication, the greater is the effectiveness of the message.
Fear appeal is particularly used when you want your target audience to start using your product or offering.
Fear Appeal is used is certain ways. At times advertisers show that since an individual is not using a particular product and hence he is losing friends, social status, job, position.
For example, Himalaya Sparkling white came up with a campaign where in they showcased that a girl with yellow teeth is often mocked by her friends. (Ref: https://www.youtube.com/watch?v=OEZpR9IsZtg)

If you wish to stop certain behavior/habit of the target group fear appeal works the best. Usually used in Public service announcements. A Don't Drink and Drive initiative by BMW came up with this brilliant ad with a hard hitting copy.



Fear Appeal is also used in selling across the mutual funds and life insurance commercials. 
However research states that at times extremely great fear appeals are lesser effective as compared to moderate fear appeal.

SEX APPEAL:

Sex appeal is used to a great extent in India when it comes to contraceptives, deodorants, lingerie and likewise . A study showcased that when sex appeal is used in advertisements men could recall the illustration however could not associate the brand with it. When it comes to using sex appeal the interpretation of the same differs from region to region and culture to culture.
Several brands like Wildstone, Engage Deodrants, Slice are using sex appeal to promote their products.

HUMOR APPEAL:

Humour appeal is used to sell FMCG products or durable goods. However it is suggested that using humour appeal to sell products like mutual funds, insurances or other serious products should be avoided.
However some financial institutions have made use of humour appeal in a brilliant way. ICICI came up with a commercial which had a imaginary character named Chintamani. A remarkable campaign executed with a strong punch line "No Chinta only money"
(Ref: https://www.youtube.com/watch?v=iUrQpr5zcPg)

There are certain advantages of using humour appeal. It leads to considerable brand recall. It creates a positive mood  and lead to the mental registration of the humour used in the ad leading to favorable association with the brand.

Humor appeal is used in chocolate brands, namkeen, soft drinks and likewise. 
The legendary Suresh Ramesh Campaign executed by 5 Star makes use of humor appeal. (Ref: https://www.youtube.com/watch?v=X3352Gric7M)
Kurkure also makes use of humor appeal in its commercials with the use of their strong punch line "Tedha hai par mera hai" (Ref: https://www.youtube.com/watch?v=bO52OsNOCE0)

My next blog will be regarding the basics of Direct Marketing. So stay tuned!

Rational Appeal in Advertising

Let's talk appeals! To be precise Rational Appeal which is used in advertising to a great extent.

Rational appeals are particularly directed at the thinking process of the target audience. Rational appeals are used by the advertisers intentionally or consciously. The main aim to communicate through rational appeal is that the individual is likely to get the functional benefit if he/she is going to consume or utilize the product.

The ads with rational appeal is always effective and fruitful. Following are some buying motives which are usually considered as rational motives.

High Quality:
When ever it comes to consumer durable products or electronic gadgets, quality plays the key role. Communicate the target audience that the product or the offering you have is of apex quality and you have done your job. Many a times a consumer will buy a product because of the good quality and not merely because of the style or the fashion statement.

Example: Tata I-Shakti Dal talks about unpolished dal which is better in quality as compared to the lustrous polished dal. In this particular commercial Sanjeev Kapoor highlights the superior quality of the product/offering (Ref: https://www.youtube.com/watch?v=ntEYYw_sI-M)

Low Price:
At times low price can be a major factor. At times people think that the products which are available at a lower cost will be similar to the reputed products. They also have this rationale that their reason of purchasing the lower price product will be accepted as good one by his social group.

Example: Big Bazaar has been running Wednesday Bazaar, a day in the week where in there are heavy discounts on many products. So during Wednesday Bazaar, people may buy a local ice cream brand rather than buying a Baskin Robbins since the local ice creams may be available at a lower price (Ref: https://www.youtube.com/watch?v=_pmWGaxwmyY)

Long Life: 
Durability is a factor which is sought by everybody. Hence one more factor which is likely to appeal to the rationale of your target audience can be the durability of a product/offering.

Example: The Classic Ambuja cement Ad featuring Boman Irani which talks about the everlasting durability of  Ambuja Cement. The wall which stood tall even after multiple failed efforts to bring it down. (Ref: https://www.youtube.com/watch?v=4mVSjBBBHFA)

Easy to use:

Another key aspect which appeals the human rationale. In today's world every body is too busy and seek products which are easy to use. So particularly a washing machine which is automatic or a kitchen mixer which switches off after a pre determined period of time use the easy to use rational mtoive.

Example: Godrej came up with an advertisement for GoodKnight Fast Card. In this particular commercial they showcased the 3 easy steps with which every body can get rid off mosquitoes. A brilliant commercial highlighting the utility of the product in easy steps. (Ref: https://www.youtube.com/watch?v=_awQeO0o0K4)

Economy:

This motive works the best. Define the economy aspect of a particular product and appeal the target group.

Example: Maruti came up with a campaign "Kitna Deti Hai" which was highly appreciated across the country by the critics. The key message that Maruti aimed to communicate was, for a country obsessed with mileage, Maruti Suzuki makes India's most fuel efficient cars. (Ref: https://www.youtube.com/watch?v=tzW7Sxzkr1Y)

Attributes of a good and distinctive copy

The topic of this blog is probably what your copy writing professor might deliver his lecture on, in his very first copy writing session.
This blog is about the key attributes and features your copy should incorporate to make it hard hitting.
Using a proper headline:
Its always said that a book is judged by its cover. In a similar way your headline is that eye catching point. The headline is where you can draw the attention of your target audience. There are few advertisements which I have found gripping because of their headlines.

For example,  the famous Hindu and TOI war where in Hindu came up with some brilliant ads. Some of them were as follows: Sense not sensational, Read more about political parties and not Page 3 parties. Crisp, concise and to the point that is how you should try keeping it.
 
Focus on your reader:
Though the main aim of the copy is to convey the product details or service offering but an equal importance has to be given to your reader. Using words like "you", "your" and establishes a connect with the reader which is beneficial rather than emphasizing on the product or how to use it steps.
 
Indulge your audience by asking them questions:
Open your ad with a question just to draw in the reader's attention. Once the attention seeking part is done and that the curiosity is created, the reader will then try searching the answer of the question in the headline and will find it the body copy.
 
Take a leap from the introduction to the pitch immediately.
Don't keep the audience lingering at the headline. Every body in the world is busy. Do not spend too much time warming up. If you lose the reader attention you bear the loss
 
Make use of fear appeal:
Fear appeal is the one which is most commonly used by the advertisers. Usually banks, mutual funds, insurance providers are the ones who make use of fear appeal. If it is a safety product then use fear appeal to your advantage. If its an offering of an opportunity use fear appeal such that the buyer will miss the chance of availing a fantastic offer

Make use of flattery words:
Flattery but of course to an extent. Every reader knows that a marketer will end up being flamboyant when it comes to his product.
 
Make use of facts and figures
When you mention key facts and figures in your headline or in your copy it adds credibility to your product or service. 

For Example, You might have seen the print ads or TV ads of Colgate. In Colgate Sensitive Pro Relief advertisement, they make it a point that they always include the fact that 9 out of 10 dentists prefer Colgate and also refer it to their acquaintances

My next blog will be regarding the appeals used in the advertising and are an important aspect of consumer behavior. So Stay Tuned!