INTRODUCTION ADVERTISING

Unit Structure:

1.0 Objectives

1.1 Introduction

1.2 Definitions of Advertising

1.3 Features of Advertising

1.4 Objectives of Advertising

1.5 Importance of Advertising

1.6 Active Participant in advertising

1.7 Role of advertising Marketing Mix

1.8 Role of advertising in Society

1.0 OBJECTIVES:

After completion of this lesson the student will be able to Understand:

Meaning, Nature and Features of Advertising

Objectives of Advertising

Importance of Advertising

Active Participant in Advertising

Role of Advertising in Marketing Mix

Role of Advertising in Society

 Advertising and Brand building

1.1 INTRODUCTION:

The word advertising comes from the lattern word "advertise

meaning" to turn the minds towards". Some of the definitions given by
various authors are:

According to William Stanton, "Advertising consists of all the

Activities involved in presenting to an audience a non-personal, Sponsor-
identified, paid-for message about a product or Organization."

According to American Marketing Association "advertising is any

paid Form of non-personal presentation and promotion of Ideas, goods and
services by an identified sponsor".

Advertising is used for communicating business information to the

present and prospective customers. It usually provides information about
the advertising firm, its product qualities; place Of Availability of its
Products, etc. Advertisement is in dispensable for both the sellers and the
buyers. However, it is more important for the sellers.

In the modern age of large scale production, producer's cannot think

of pushing sale of their products without advertising The Advertisement
supplement personal selling to a great Extent. Advertising has acquired
great importance in the modern World where tough competition in the
market and fast changes in technology, we find fashion and taste in the
customers.

1.2 DEFINITIONS OF ADVERTISING:

American Marketing Association has defined advertising as any

Paid form of non-personal presentation of ideas, goods and Services
by an identified sponsor".

According to Webster, "Advertising is to give public notice or to

announce publicity".

According to Gardner "Advertising is the means of mass selling that

has, grownup parallel with and has been made necessary to Mass
production".

1.3 FEATURES OF ADVERTISING:

Communication: Advertising is means of mass communication

reaching the masses. It is an on-personal communication because it
is addressed to masses.

Information: Advertising informs the buyers about the benefits they

would get when they purchase a particular product. However, the
information given should be complete and true.
 Persuasion: The advertiser expects to create a favourable Attitude
which will lead to favorable actions. Any advertising process
attempts at converting the prospects into customers. It is thus an
indirect salesmanship and essentially a persuasion technique.

Profit Maximization: True advertising does not attempt at

maximizing profits by increasing the cost but by promoting the
sales. This way it won't lead to increase the price of the product.
Thus, it has a higher sales approach rather than the higher-cost
approach.

Non-Personal Presentation: Salesmanship is personal selling

whereas advertising is non-personal in character. Advertising is not
meant for anyone individual but for all. There is absence of Personal
appeal in advertising.

Identified Sponsor: A sponsor may be an individual or a firm who

pays for the advertisement? The name of reputed company may
increase sale or products. The product gets good market because of
its identity with the reputed corporate body.

Consumer Choice: Advertising facilitates consumer choice. It

enables consumers to purchase goods as per their budget
requirement and choir e. Right choice makes consumer happy and
satisfied.

Art, Science and Profession: Advertising is an art because it

represents a field of creativity. Advertising is a science it has a body
 of organized knowledge. Advertising is profession is now treated as
a profession with its professional bodies and code of conduct for
members.

Element of Marketing Mix: Advertising is an important element of

Promotion mix. Advertising has proved to be of great utility to sell
goods and services. Large manufactures spend crores of rupees on
advertising.

Element of Creativity: A good advertising campaign involves lot

of creativity and imagination. When the message of the advertiser
matches the expectations of consumers, such creativity makes way
for successful campaign.

1.4 OBJECTIVES OF ADVERTISING:

The fundamental purpose of advertising is to sell something a

product, a service or an idea. In addition to this general objective,
advertising is also used by the modern business enterprises for certain
specific objectives which are listed below:

To introduce a new product by creating interest for it among the

prospective customers.

To support personal selling programmer. Advertising maybe used to

open customers doors for salesman.

To reach people inaccessible to salesman.

To enter a new market or attract a new group of customers.
 To light competition in the market and to increase the sales as seen
in the fierce competition between Coke and Pepsi.
To enhance the goodwill of the enterprise by promising better
quality products and services.
To improve dealer relations. Advertising supports the dealers in
selling the product. Dealers are attracted towards a product which is
advertised effectively.
To warn the public against imitation of an enterprise's products.

1.5 IMPORTANCE OF ADVERTISING:

Advertising has become an essential marketing activity in the

modern era of large scale production and serve competition in the market.
It performs the following functions:

Promotion of Sales: It promotes the sale of goods and services by

informing and persuading the people to buy them. A good
advertising campaign helps in winning new customers both in the
national as well as in the International markets.
Introduction of New Product: It helps the introduction of new
products in the market. A business enterprise can introduce itself and
its product to the Public through advertising. A new enterprise can't
make an impact on the prospective customers without the help of
advertising. Advertising enables quick publicity in the market.

Creation of Good Public Image: It builds up the reputation of the

advertiser. Advertising enables a business firm to communicate its
achievements in an effort to satisfy the customers needs. This
increases the goodwill and reputation of the firm which is necessary
to fight against competition in the market.
 Mass Production: Advertising facilitates large-scale production.
Advertising encourages production of goods in large-scale because
the business firm knows that it will be able to sell on large-scale
with the help of advertising. Mass production reduces the cost of
production per unit by the economical use of various factors of
production.

Research: Advertising stimulates research and development

activities. Advertising has become a competitive marketing activity.
Every firm tries to differentiate its product from the substitutes
available in the market through advertising. This compels every
business firm to do more and more research to find new products
and their new uses. If a firm does not engage in research and
development activities, it will be out of the market in the near future.

Education of People: Advertising educates the people about new

products and their uses. Advertising message about the utility of a
product enables the people to widen their knowledge. It is
advertising which has helped people in adopting new ways of life
and giving-up old contributed a lot towards the betterment of the
standard of Wing society.

Support to Press: Advertising provides an important source of

revenue to the publishers and magazines. It enables to increase the
circulation of their publication by selling them benefited at lower
rates. People are also benefited because they get publications at
cheaper rates. Advertising is also a source of revenue for TV
network. for instance, Doordarshan and Zee TV insert ads before, in
between and after various programmers and earn millions of rupees
 through ads. Such income could be used for increasing the quality of
programmers and extending coverage.

1.6 ACTIVE PARTICIPANT IN ADVERTISING:

Following are the group of people who are actively involved

advertising.

Advertiser: Seller who manufacture and market Consumer products

are the prominent group advertisers Hindustan unsilver, proctor and
gamble. Siemen and Larson and turbo are the examples of
Advertiser. AISO the retailers are the second prominent segment
among advertiser. They stock and sell to the ultimate consumers
Government anti social organization is also the active participant in
category.

Target audience: It refers to the recipient of the advert message.

Every message is either directed to a mass audience and class
audience.

Advertising desire to cover this target audience for promoting

sales. Advertising message intends to cover the potential user and non-
user who may purchase the product in future. The messages are also
directed to the user of the competitors product so that they switch
over the advertisers products.
 Advertising Agencies: An advertiser has two options viz. (i) to
design, develop and produce and advertising message and get it
placed in desired media directly through his own sales or advertising
department, or (ii) to entrust the entire job of advertising to a team of
highly professionalized, specialized, independent, advertising
agency. An advertising agency is composed of creative people, who
conceive design, develop and produce, advertising message with
creative ideas and place it in the desired advertising Media, for and
on behalf of its client (the advertiser). The advertising agencies
usually charge a commission of 15% on the media bills from the
media owners. In addition, they charge out-of pocket expenses to
their clients, i.e. the advertisers. They employ copy writers, artists,
photographers, Typographers, layout designers, editors and such
other creative people.

Advertising Production People (Artists); The production of

impressive and persuasive advertisements is possible only with the
active help and creative spirit of the artists like copywriters, artists,
photographers, typographers, layout designers, editors and such
other creative people. Such people are usually employed by the ad
agencies or, their service may be hired by the ads agencies on job
basis.

Target Audience (Readers, Listeners, Viewers and Present and Future

Buyers): Advertising, are given about products services and ideas, to
readers, listeners, viewers and actual and potential buyers, who are known
as the audience. The Target audience may be classified into the following
three categories, viz.
 I. Existing or, current consumers, who are reminded and influenced to
continue their patronage and to increase the volume of their buying.

II. Consumers, who buy and use, a competitor's brand; hence they are
persuaded to buy the advertised brand, instead of the competitor's
brand; and

III. Those consumers, who do not use any such product; and even then,
are persuaded to buy the advertised product,

Mass Media: Advertising messages are communicated to the target

audience through different mass media, such as,

I. Print Media: They consist of newspapers, magazines, journals,

handbills, etc.

II. Electronic Media: They consist of radio, television motion pictures,

video, multi-media and the internet.

i. Outdoor Media: They consist of posters, hoarding, and handbills,

stickers air balloons, neon sing bill boards, local cinema houses,
and transit media.

ii. Direct Mail: It consists of broachers, leaflets, pamphlets, letters and

return Cards addressed to consumers.
 The advertising agencies guide their clients (advertisers) in Selection
of the most appropriate advertising media, which is known as media
planning. Each medium has its own merits and demerits.

Government Authorities: The business of advertising is regulated

by the government department. The government adopts law and
regulation which have a direct or an indirect bearing on the
advertising. Apart from this ASC1 (Advertising standards council of
India) and ABC (Audit Bureau of circulation) are also some of
authorities regulating advertising.

Advertising Production Firms: Advertising production firms are

the support agencies which help in the production of advertisement.
This includes copywriter, artist, photographers, typographers,
producer, and editors. These are the people who transform ideas into
a finished forms Thus the success and failure of the advertisement
depend on these people.

1.7 ROLE OF ADVERTISING IN MARKETING MIXES:

Marketing mix consist of four important variables of marketing, i.e.

4Ps- Product, Price, Promotion and Place. Apart from the Traditional 4 Ps,
there are also other variables, i.e. Packaging, Position, and Pace.

Advertising is an element of promotion. However, it not only assists

in promoting the product, but also affects the other variables of marketing
mix. This can be explained as follows:
 Advertising and Product: A product is normally a set of physical
elements such as quality, shape, size, color and other features. The
product may be of very high quality. At times, the product is so
designed that it requires careful handling and operations. Buyers
must be informed and educated on the various aspects of the
product. This can be effectively done through advertising. Thus,
advertising plays the role of information and education.

Advertising and Price: The price is the exchange value of the

product. A marketer may bring out a very high quality product with
additional features as compared to competitors. In such a case, price
would be definitely high. But buyers may not be willing to pay a
high price would be definitely high. Here comes advertising.
Advertising can convince buyers regarding the superiority of the
brand and thus its value for money. This can be done by associating
the product with prestigious people, situations, or Events.
Alternatively when a firm offers low price products the job of
advertising needs to stress the price advantage by using hard Hitting
copy. It is not just enough to convince, but it is desirable to persuade
the buyer, Thus advertising plays the role of conviction and
persuasion.

Advertising and Place: Place refers to physical distribution and the

stores where the goods are available Marketer should see to it that
the goods are available at the convenient place and that too at the
right time when the buyers need it. To facilitate effective distribution
and expansion of market, advertising is of great Significance. Thus
advertising do help in effective distribution and market expansion.
 Advertising and Promotion: Promotion consists of advertising,
publicity, personal selling and sales promotion technique.
Businessmen today have to face a lot of competition. Every seller
needs effective promotion to survive and succeed in this competitive
business world. Advertising can play a significant role to put
forward the claim of seller, and to counter the claims of competitor.
Through effective advertising, sellers can face competition and also
help to develop brand image and brand loyalty.

Advertising and Pace: Pace refers to the speed in marketing

decisions and actions. It involves among other things the launch of
new products or brand variations at greater speed than before. As
and when new brands are launched, advertising plays an important
role of informing, educating and persuading the customers to buy
the product.

Advertising and Packaging: The main purpose of packaging is

protection of the product during transit and preservation of quality
and quantity. Nowadays, marketers take lot of efforts to develop and
design attractive actively design packages as they carry advertising
value. Attract the attention of the customers. It also carries an
assurance of quality and creates confidence in the minds of
customers to buy the product.

Advertising and Positioning: Product positioning aims at creating

and maintaining a distinct image of the brands in the minds of the
customers. Through advertising the marketer can convey the
 positioning of the brand and accordingly can influence the buying
decision of the target audience.

1.8 ROLE OF ADVERTISING IN SOCIETY:

Advertising is the integral part of every day's life. It is a pervasive

method of marketing in society. Though the methods by which marketers
advertise have changed over the decades, the role and purpose of
advertising has changed over the period of time. Without advertising
modern society cannot survive. Advertising is useful to society in
following ways.

Encourage Purchasing:

Encouraging people to purchase goods and services is the main

role of advertising. Some industries rely on advertising more then others: A
cereal company for instance must advertise more aggressively, due to the
wide arrange of competing products, than a power company that faces little
to no competition. Advertisers often influence members of society to
purchase products based on instilling a feeling of scarcity or lack.

Reflect cultural trends:

Advertising bridges the gap among people by

communicating varied culture through advertising message. It bring
variation in the social life.
PromoteEconomicgrowth:
`
Advertising contributes to bring about all round development of the
economy by increasing demand and by encouraging economic activities it
fuels the desire to shop and in turn shopping stimulates the economy.

Improves standard of living:

Advertising is an economic activity. It provides opportunities to

people to improve their income. It motivates people to consume more
material and thereby improves their standard of living. Provides
employment: Effective advertising generates demand for goods and
services. High demand calls for more production which requires more of
physical and human resources thus creating employment opportunities.

Advertising and Brand building:

Brands are the identification that differentiates one business from

another (through name, symbol etc.). However, today brands can also be
defined as the personality they reflect to people in relation to status, and
subjective quality. They give the consumers a perceived knowledge of the
product, its quality and uniqueness before they buy it.

Brands Ensure delivery of service as promised by them. For

example, Pizza Company A claims to deliver pizza within a certain Time
and Pizza company B claims to deliver most delicious Pizzas. It makes
easy for the consumers to identify what they want and which brand to
choose for it. It is important for a brand to accomplish the claim advertised
to retain Brand Image.
 Advertising is one of the key elements in building a brand, which is
equally important to the marketer and consumers. Brand personality acts as
a potent brand differentiator and offers sustainable competitive advantage.

Advertising by creating or reinforcing brand's personality enhances

brand value or equity which in turn can be leveraged through brand
extension.

Brand Personality also helps brands to gain market share, command

price premium and insulates from discounting Brands.

Building a strong brand name is key factor for business success. In

the competitive business environment of today, consumer sophistication
has altered business practices. Organizations are forced to anticipate
customers needs and convey clear messages to consumers by establishing
strong brand names and focusing on brand building.

A brands practical attributes and symbolic values are inherent

elements that help the brand appeal on consumers minds and emotion.
When consumers relate brands with symbols, it becomes easier for an
organization to raise consumer interest. For instance, Lexus is known for
luxury, or Apple is known for innovation. Therefore, in consumers' minds,
a brand is more than just a recognizable name: it is a promise that needs to
be met on a regular basis.

Advertising is important for building brand awareness. By raising

consumer interest and making consumers awareness of their products and
services, firms not only expand their customer base, but they also keep
their loyal customers and increase their Market share. In other words, the
more aware consumers are of a brand, the more likely they are to buy from
a particular business.

Approaches in Brand building:

To make brand distinctive: brand building can be done through

repetitive advertising. Also by highlighting unique selling proposition one
can distinguish brand from one another.

Constant innovation: Consumers need continuous innovation and

new products. It is not always a new product even an improvement
on the existing product is acceptable to the consumers. Through
intensive advertising such brands are build which is time
consuming.

Domination of brand: brand budding largely depends on the

domination is creates on the competitors. Domination can take place
either in national market or in niche market.

Prompt availability: Prompt delivery of the product is one of the

factors that ensure brand building. This is possible if there is proper
coordination between the finance, production, and marketing
department.

Integration of new and old media: Consumers have ever changing

demand. Due to availability of various media option the seller can
push the product in the market by blend multiple media option .Thus
advertising message are flashed to consumers through media mix.
CLASSIFICATION OF ADVERTISING

Unit Structure:

2.0 Objectives of the lesson

2.1 Introduction

2.2 Classification of Advertising

2.3 Types of Advertising

II.1 OBJECTIVES Of THE LESSON

After completion of this lesson the student will be able to understand:

Broad of classification of advertising

 Various categories of advertising : social advertising, political
advertising, Advocacy, Retail Advertising
Financial advertising, Essential for the success of financial
Advertising, Advantages of Financial advertising
Corporate image Advertising, public Relations Advertising,
institutional Advertising
Internet Advertising, Types, Advantage and disadvantages of
Internet Advertising
Product Advertising, Service Advertising, National Advertising,
Retail Advertising

2.1 INTRODUCTION:

Different authors have classified advertising in different ways.

Philip Kilter has classified advertising on the following basis:

(a) Geographical Area: National, Regional or Local.

(b) Content Product Advertising, Brand Advertising Institutional

Advertising.

(c) Type of Appeal: Factual and Emotional.

(d) Audience: Consumer, Industrial, Trade.

(e) Sponsor: Manufacturer, Middlemen, Manufacturer - Middlemen,

private.

(f) Intended Effort: Direct Action and Delayed Action.

(g) Level of Demand Influence: Primary Product Level, Selective Brand
Level.

2.2 CLASSIFICATION OF ADVERTISING:

Management scientists have classified advertising on different such criteria

as follows:

Chart:

Classification of Advertising on the various bases

Area Audience Media Function Stage

Coverage
1) Locally1) Consumer1) Print Medial1) Direct Action and1) Pioneering

Indirect Action Stage

2) Relational 2) Industrial 2) Electronic 2) Primary & 2) Competitive

Selective Stage

3) National 3) Trade 3) Outdoor 3) Product & Institutional

4) 4) 4) Other International Professional Stages

Area Coverage Audience Media Functions Ad Stages

- Local- Consumer- Press- Direct & Indirect - Pioneering

- Regional - Industrial - Broadcasting -Action- Competitive

- National - Trade - Outdoor -Primary & Selective

- Retentive

- International -Professional - Others - Product & PRA

I) Classification on The Basis of Area Coverage:

On this basis advertising may be classified into the following four

categories, viz., (1) local, (2) regional, (3) national, (4) international
advertising.

1. Local Advertising: It is also known as retail advertising. It is

undertaken by local retail stores, departmental stores, co-operative stores,
selling cloth, sarees and other consumer durables. It is directed at local
customers. Media used for local advertising or shop decorations, local
newspapers, magazines, posters, pamphlets, hoarding, new signs, local
cinema houses etc.

2. Regional Advertising: It has wider coverage as compared to local

advertising. It covers a particular region which may be one state or more
than one state the people of which may be having a common tongue or
using one common product. It is undertaken by manufacture or regional
distributor of a product. Media used for Regional advertising include
regional newspapers, magazines, radio, regional T.V., outdoor media etc. It
is considered to be an ideal form of advertising for launching and
marketing a new product in a specific region.

3. National Advertising: It is generally undertaken by manufactures of

branded goods for which advertising messages is communicated to
consumers all over country. Almost all possible mass media including
national newspapers, radio and television network are employed for
national advertising. Product services and ideas which have demand all
over the country are suitable for national advertising. In India Indian
Airline Hindustan Lever Ltd., Vice, Godrej Bajai and Kirloskar are a few
leading advertisers at national level. Likewise detergents, Soaps,
toothpastes, cosmetics, scooters, cars and bicycles are some of the
products. Which are advertised all over the country.

4. International Advertising: This type of advertising is undertaken by

those companies which operate in more than one country known as
multinational companies. Exporters, generally advertise their products and
services in foreign countries, where ready markets are available. Air India
and other airlines, and multinational companies advertise their products
and services all over the world. Coca-Cola and Pepsi are advertised
globally, as the sales are almost all over the world. International
advertising is extremely expensive involving the services of professional
advertising agencies in different countries.

II. Classification on The Basis of Audience

On this basis, advertising may be classified into the following four

categories, viz., (1) consumer advertising, (2) industrial advertising, (3)
trade advertising, and (4) professional advertising.

1. Consumer Advertising: This type of advertising is directed to the

ultimate consumers of the consumer products, i.e., the individuals who buy
or use the consumer products or services. say for example, toilet soap,
toothpaste, toothbrush, tea, textiles, etc for themselves and for their
families. All types of consumer products need continuous and extensive
advertising on TV., radio, and press.
2. Industrial Advertising: This type of advertising is used by
manufacturers and distributors of industrial goods. Such as machinery,
plants, equipments, spare parts and components and are directed at
industrial users or customers. Such advertisements usually appear in trade
journals, trade dictionaries, and business magazines and so on. The appeal
made is actual and rational.

3. Trade Advertising: This kind of advertising is employed by

manufactures and/or distributors influence and persuade wholesalers and
dealers (retailers) to stock and sell the goods of the advertiser by offering
incentive schemes to them or by the dealership for their particular
products(s).

4. Professional Advertising: It directed at professional like doctors,

professors, engineers and others who are expected to recommend,
prescribe, or specify the advertised products to ultimate consumers. This is
done through professional journals and representative of the advertisers.

Ill, Classifications on The Basis of Media:

On the basis, advertising May be-classified into the following four

categories viz., (1) Print media advertising; (2) electronic, or, broadcast
media advertising; (3) outdoor media advertising.

1. Print Media Advertising: The print media consists of newspapers,

magazines, journals, handbills, etc. No newspaper or journal today can
survive without advertising revenue. Print media advertising even today is
the most popular form and revenue derived by mass media from
advertising has therefore been progressively increasing year after year.
Print media appeals Only to the sense of sight i.e. eyes.
2. Electronic or Broadcast Media Advertising: Electronic or broadcast
media consists of (i) radio (ii) television (iii) motion pictures (iv) video
and (v) the internet. The radio is audio in nature appealing only to the
sense of sound (ears). Radio Advertising is more effective in rural areas, as
compared to urban regions. Television as an advertising medium is more
attractive and effective because it is an audio-visual medium appealing to
both the senses of sight sound (eyes and ears). Different methods such as
spot announcements, sponsored programmers, etc. are used for
broadcasting advertising messages. However, broadcasting media are very
expensive form of advertising. Advertising is also undertaken through
movies, video, and the internet.

3) Outdoor Media: This includes posters, neon signs, transit, point of

purchase (POP) etc. Outdoor advertising can be a good supporting media
to other forms of advertising. It is a good form of reminder advertising
especially the POP advertising.

4) Other Media: This includes direct mail, handbills, calendars, diaries,

cinema advertising, and internet and so on. These miscellaneous media can
play an important supporting role to the major media such as television and
newspapers.

IV. Classification on The Basis of Function:

1. Direct Action and Indirect Action Advertising: Direct action

advertising is undertaken to obtain immediate response or action on the
part of target audience. Examples include discount sales advertising sale
along with free gift offers, and mail-order coupon sales, etc. The media
used is mostly newspapers, and television. Indirect action advertising is
undertaken to influence the audience in respect of advertiser's brand. The
advertiser expects the target audience to prefer his brand as compared to
competitors whenever a buying decision arises in future.

2. Primary and Selective Advertising: Primary Advertising is undertaken

by trade association or by cooperative groups. It is undertaken to create
generic deal and for products and services. For example, the Coffee Board
may advertise to consume more Coffee. Selective Advertising is
undertaken by marketers of branded products. The advertiser intends to
create selective demand for his brand. Examples include Pepsi Cola Coca
Cola.

3. Product and Institutional Advertising:Product or Service advertising is

undertaken to promote the sale of products and services-branded or
unbranded. Institutional advertising is undertaken to build name and
goodwill of the organization. It is also; known as corporate advertising or
image advertising. It is mostly undertaken by large firms.

V. Classification on The Basis of Advertising Stages On this basis,

advertising may be classified into the following three different categories,
viz. (1) advertising atpioneering stage, (2) advertising at competitive stage,
and (3) advertising at retentive stage.

1. Advertising at Pioneering Stage: Advertising at pioneering stage is

undertaken to make the audience fully aware of the new brand of product
and to inform, influence, and persuade them to buy or use it by
highlighting its unique features.

2. Advertising at Competitive Stages: Brand survives the introductory

Once the stage, it has, soon to face a stiff competition with other well
established brands in the market. At this stage, competitive advertising is
undertaken to promote sales effectively.
3. Advertising at Retentive Stage or Reminder Advertising: When the
product has captured a large share of the market, retentive advertising is
undertaken to maintain, or retain the stable position in the market as long
as possible. Moreover, if the same Product is passing through the declining
stage in the market this type of advertising is used to remind the buyers
about the product hence it is also known as reminder advertising.

2.3 TYPES OF ADVERTISING

Advertising is also classified according to their functions and role.

Some of the important classifications of advertising are as follows:

1. Social Advertising: Social Advertising is undertaken by

noncommercial organizations such as Trust, Societies, and
Associations Etc. The main objective of Social Advertising is to
work for social Cause. Advertisements for collecting donations for
war victims or for other victims of natural calamities, sales of tickets
if show etc are Examples of Social Advertising.

2. Political Advertising: Political advertising is undertaken by political

parties to motivate the general public in favor of the ideology of the party
in question. Political advertising are intensively made during election times
to gain favor of the voters. Such Advertising promotes plans and policies
of the concerned party. It also tries to expose weaknesses of the opposition
with a view to convince the voters to vote for their party candidates. Some
political advertisement is also made to assist the Government to implement
its schemes for rehabilitation and national reconstruction. Mumbai
Regional Congress Committee children affected by communal riots in
Mumbai under the scheme of National Foundation for Communal
Harmony. Advertisements issued by a political party are essentially a
political advertising.

3. Advocacy Advertising: We often come crossed advocacy advertised

relating to the use of family planning methods. Conservation of scarce
resources, maintaining green environment. An extreme example occurred
in the 1960s, when a private citizen bought a two-page advertisement in
the New York Times at a cost of $12,000 to offer his peace plan for ending
the war in Vietnam. In 1974, Mobil Oil company began advocacy
advertising concerning the need for offshore oil drilling to alleviate the
energy crisis that Existed at the time. NBC accepted the television
commercial, but ABC and CBS did not, because of the controversial nature
of the topic. As a result, Mobil Oil Company took out full-page newspaper
ads, which reproduced in print the visuals and text for the Commercial.

This is designed to alert people to the fact that such ads are not
editorials or informational pieces, but are specifically advertisements.
Companies can place advocacy advertising on billboards, in print
magazines and newspapers, online, and on Television.

In fact, many advertising firms consider candidates who have

completed advertising internships far more attractive than those who have
not. If you are planning to begin your career in advertising in the creative
department of an advertising firm, a Bachelors degree may not be as
essential.

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5, Retail Advertising: Retail advertising is the advertising by retailers

who usually direct to the customers. Retail advertising has such objectives
as: (i) to sill the stock (ii) to establish the identify of business (iii) to
attract personal, mail order shoppers. Retail advertising is done through
window telephone or display, neon signs, posters, leaflets etc. It is usually
local in character. The various advertising approaches of Akbarallys, Am
arsons, Asiatic Departmental Stores are the examples of retail advertising.

6. Financial Advertising: When an advertising message is directed to

attract for raising capital, it is called financial advertising. The banks,
insurance companies and commercial undertakings collect required funds
from the savings of the people by motivating them to post-pone present
expenditure to future-period. An investor considers two things before
investing his hard earned savings.

(1) Safety of investment (2) Return on investment The safety of investment

depends upon the reputation and goodwill of the Company and the
properties possessed by it. The institutional advertising helps in creating
confidence in the minds of the investors. The financial advertisement
informs the investors about the past performance in declaring dividends
and the trend in declaring of dividend. The dividend depends upon the
profitability of the company. The company with the help of charts,
diagrams etc. Communicate the rate of growth and rate at which profit is
increasing.

The financial advertising aims at establishing financial, solvency of

the company in the minds of the prospective investors. It is because of
financial

advertising the company has succeeded in floating of mega issue of shares

are in crores.

The financial advertising aims at establishing financial solvency of

the company in the minds of the prospective investors. It is because of
financial exports.

Essentials for the Success of Financial Ads:

No financial ad campaign; howsoever creative and persuasive it may

be, can produce the desired result, unless the following Conditions are
satisfied.
 (a) The performance and image of the company and its future
prospects must be good.

(b) The premium, charged on the share price, must be fair and
Reasonable.

(c) The brokers and underwriters must extend unqualified support to the
company

(d) The company should get wide publicity from the press through
Press

conferences.

(e) True statement of facts, made in the ads.

(f) Finally, financial climate of the country plays an important role.

Advantages of Financial Advertising:

Following are main advantages of financial advertising:

(a) Financial advertising transmits to target consumers all the Material

information about new investment opportunities for Investment of savings,
or surplus funds.

(b) It provides education and guidance to consumers in respect of

their investments in shares, debentures, and public funds, IT Companies.
 (c) It serves as a reminder to consumers to take suitable follow-up
action on their part.

(d) It helps to tap yet untapped rich areas in mini-metros, small

Towns, and even in villages for financial institutions.

(e) As financial ads are required to give the required information

about the aims, objective business operation, for which additional funds
are required by the advertiser, the company gets wide publicity through
such ads.

(f) Financial advertising serves as a backbone to brokers as well as

underwriters, who as intermediaries between the advertiser and the clients.

(g) Finally, financial advertising indirectly aids and supports the

economic an industrial growth of country by mobiling public funds.

For expansion and diversification of business.

7. Corporate Image Advertising: Corporate Image advertising designed

or aimed to create a proper attitude towards the seller and to build goodwill
or image for the advertiser (manufacturing concern or the selling concern)
rather than to sell a specific product or service. Institutional advertising is
done to build good public relations image in the market for the marketer
and a patronage for its product or products. Institutional advertising can
therefore be patronage advertising and public relations service advertising.
Public relations institutional advertising is aimed to create a Favorable
image of the company (advertiser) among employees, investors or general
public. Public service institutional advertising aims at changing the
attitudes or behavior of the people to the good of the community or public
at large. Patronage advertising is aimed to attract customers by appealing
to their patronage buying motives rather than product buying motives.
Most of the companies are successful in making their image in the minds
of the people by using their names, such as Bata, Tata, Dunlop, J.K.,
Bombay Dyeing etc.

8. Public Relations Advertising: It is a part of institutional advertising.

The basic objective of public relations advertising is to establish co-or dial
and healthy relations with the customers, bankers, suppliers, Government.
Patrons and the general public.

Through public relations advertising company announces the

changes in its policies, its developmental activities its position and stand
when the employees are on strike. It helps the company to remove
misconcepts about the company created by interested Groups.

During the periods of short supply of goods the public relations

advertising helps to hold the interest of the customers. The company
assures about the normalcy of supply and requests its customers to bear
with the company.

Institutional advertising and public relations advertising are

complimentary to each other. Both are directed in building up corporate
image.
There are several reasons as to why a corporate firm may resort to public
relations advertising. The reasons are:

(a) To create a favourable image of the organisation.

(b) To secure and keep good suppliers.

(c) To build good will of the dealers.

(d) To arouse and serve customers in better way.

(e) To arouse interest of the present and potential shareholders.

(f) To correct misconception about the firm during strikes.

(g) To win confidence of its employees.

(h) To render community service.

(i) To make people aware of social evils, health hazards, etc.

(j) To obtain aware of certain cause.

9. Institutional Advertising: The object of institutional advertising is to

build manufacturers reputation in the minds of the public in general.
The advertising message is directed to tell about the Company, its
people, its contribution in promoting social welfare activities, in promoting
consumer satisfaction its achievements in technology its Broad
philosophies, its share in economic progress of the Company etc.

Such advertisements do not bring benefits in the form of higher sales

immediately. But they create good footing for the company in the long run.
The competitive strength of the company goes up with the enhancement of
corporate image. It is much easier for a highly reputed company to launch
a new product in the market. Basically the institutional advertising aims at
getting public support for raising the capital through public subscription.
The following points are normally referred in institutional ads:

(a) Research & Development of the firm.

(b) Number of factories or branches of the firm.
(c) The number of employees and facilities provided to them.

(d) Foreign collaborations, if any.

(e) Distribution network of the firm.

(f) Market position of the firm.

(g) Products or services offered by the firm.

(h) Social welfare programmers undertaken by the firm, etc.

10. Internet advertising: The internet facility has been around for some
30 years. It actually began in the early 1968 in USA, where the U.S.
Department of Defense saw it as a means of supercomputer
communication for researchers and military facilities across the country.
Until its commercial explosion in 1990s the Internet remained a relatively
obscure network of linked computers-mostly by academies, military
researchers, and scientists around the world to send and receive electronic
mail, transfer files, and find or retrieve information from database.

At present, Internet the fastest growing medium in history, others

incredible opportunities for a wide range of people in both business and
advertising. For advertisers, there is a whole new world of potential
customers.

11. Primary Demand Advertising: The main objective of Primary

demand advertising is to create demand for a new product or category.
This is necessary in the case of a newly developed product or the products
which are costly in nature. For example cars, refrigerators, washing
machines, watch, etc,. Such advertising is directed towards a class of
customers, it is also described as selective demand advertising. It is heavily
utilized during the introduction stage of product life cycle.

Primary demand is when a potential buyer or prospect is showing

interest in a product or service for the first time. Often times it is because
the prospect was never exposed to the concept of the product or service
or never really understood it. But now due to new circumstances she has
an apparent need all of a sudden.

12. Selective Demand Advertising : Selective demand advertising is done

to meet competition mainly in growth stage of the life cycle of the product.
Here, the goal of advertising is to push the demand of specific product or
service. often promotion becomes less informative and more emotional
during this phase. Advertising may begin to stress subtle differences in
brands with emphasis on brand name recall. At this stage, pricing may also
be used as a weapon because products of all the competitors are almost
similar in quality.

Selective demand is when a prospect has a need has identified the

need and is ACTIVELY seeking out a solution. In these cases the prospect
will come to you if he feels comfortable in your company's ability to solve
his needs.

When someone has selective demand they are more proactive in

their search for information. They usually give themselves enough time to
compare the quality, value, and offers of different companies. So while
they are calling you they are also likely calling others as well.

13. Product Advertising: Product Advertising refers to the advertising of

tangible product. It is for the marketing of the product advertising as a
powerful instrument has emerged. A product may be anything in which a
trader deals or trade. A product may be Tangible of intangible. Products
like radio, soap, pen, cloth etc. are tangible products and services of
professional people like doctors, lawyers, engineers etc. are intangible
products.

The fundamental of any advertising campaign is to establish the fact

that among the substitutes the product advertised is the best. Thus product
is the heart of any advertising programme. Advertising makes possible for
the smooth entry of the new production to the market.

14. Service Advertising: Service advertising is designed to operate in the

public interest. It is undertaken to seek public welfare and social
development. It is in the nature of non-commercial institutional
advertising. In this type of advertising, the objective is to put across a
message intended to change attitudes or behaviour and, as a result, benefit
the public at large. It is generally used by government and other
organisations to promote public welfare.

We often come across advertisements focusing on the need of small family

norms, functional literacy and environmental sanitation and so on. The
Government of India and many industrial houses have been sponsoring
advertising campaigns pertaining to family planning programmes, national
integration, employment assistance schemes, cleanliness campaigns, need
for vaccinations, anti-dowry cause, drug addiction, AIDS, wildlife
preservation, road safety measures, adult literacy programmes etc. Today
most of the manufactures and businessmen have also started issuing
advertisements in the interest of the public. Advertisements released by the
Indian Railway appealing to the public to take care of public properties and
ads released by Cancer Society of India for free Cancer check-up, are for
socially relevant causes. Many companies have also taken up public causes
such as supporting a Leprosy eradication programme, avoiding pollution,
safe driving, blood donation drive etc., by resorting to public

Service advertising. To create awareness of AIDS and its preventions lintas

has designed TV/film/video campaign.

15. National Advertising: It is generally undertaken by manufactures of

branded goods, for which advertising messages is communicated to
consumers all over the country. Almost all possible mass media, including
national newspapers, radio and television network, are employed for
national advertising. Product services and ideas, which have demand all
over the country are suitable for national advertising. In India Indian
Airline Hindustan Lever Ltd., Vicco, Godrej, Bajaj and Kirloskar are a few
leading Advertisers at national level. Likewise detergents, soaps,
toothpastes, cosmetics, scooters, cars and bicycles are some of the products
which are advertised all over the country.

16. Retail Advertising: Retail advertising is the advertising by retailers

who usually sell goods direct to the customers. Retail advertising has such
objectives as: (i) to sell the stock; (ii) to estabilish the identify of business;
(ii) to attract personal, telephone or mail order shoppers. Retail advertising
is done through window display, neon signs, posters, leaflets etc. It is
usually local in character. The various advertising approaches of
Akbarallys, Amarsons, and Asiatic Departmental Stores are the examples
of retail advertising.
ADVERTISING MEDIA

Unit Structure

III.1 Objective of the lesson

III.2 Introduction

III.3 Determinants of Advertising Media

III.4 Radio Advertising

III.5 Internet Advertising

III.6 Television Advertising

III.7 Press Advertising

III.8 Film Advertising

III.9 Purchase Point Advertising

III.10 Specialty Advertising

III.11 Video Advertising

III.12 Outdoor or Mural Advertising

III.13 Emerging Media Options

III.14 Display or Indoor Publicity

3.0 OBJECTIVES OF THE LESSON

After completion of this lesson the student will be able to understand:

Determinants of Advertising Media,

Radio Advertising : Advantages and disadvantages, demerits or
Limitations of Radio Advertising, FM Radio broadcasting
Internet Advertising : Types, advantages and disadvantages of
Internet Advertising
Television Advertising : Merits and demerits of Television
Advertising
Press Advertising : Merits and demerits of Newspaper Advertising
Magazine and Journal Advertising : Advantages and Disadvantages
Outdoor or Mural Advertising : Types of Outdoor advertising,
Merits and demerits

3.1 INTRODUCTION

The most brilliant and original advertising ideas will be wasted if they are
not presented through the right media in the right place at the right time to
the right People. Hence the selection of right media is an important for
achieving the objectives of advertising. However, before explaining the
factors which should be kept in Mind for selecting the right advertising
media, it is essential that we must know the meaning of advertising media.
An advertising media is a means or vehicle of delivering a definite
message. It is a means through which an

advertising message or information is passed on the prosective customers,

readers, viewers, listeners or passers-by. For instance, a producer seeks
through advertisementmedia to keep in touch with old customers as well as
to attract new customers. Medias are subject to intensive buying and
selling activity. Exmples of media are newspapers, magazines, radio,
television, direct mail, posters, film, catalogues etc

3.2 DETERMINANTS OF ADVERTISING MEDIA

Selection of a right type of advertising media is a difficult task. Any media
that is selected must be capable of accomplishing at least the three main
objectives:
1. It must reach the largest number of people possible
2. It must attract their attention
3. It must be economical.

But in practice there is hardly any single media that satisfies the
above three objectives. There are number of advertising media
choices available to the company in India. However, the real
managerial task is to identify from among them the one (s) which is
relevant for the company. For this purpose the management should
consider the following factors:

1.The Nature of the product: The nature of the product determines the
choice of the advertising media. For instance, cinema, television, colour
periodicals would be the obvious choice for products like fabrics and
toilets requiring visual
presentation. In this connection, management should develop a product-
media match.

2. Market Requirements: While selecting advertising media, the

company's market requirements should be considered. When they meet
these requirements, they lend themselves to good use. For example,
specialised high fashion colour Magazines would be the proper media for
consumers with high income groups and sophisticated tastes. Similarly,
outdoor media would be appropriate when consumer action is to be
induced at the point of purchase.

3. Advertising Objectives: The advertising objectives also determine the

type of media to be selected. For example, the press is preferred to project
corporate image while radio and television is relevant for product
advertising.

4. Distribution Strategy: The advertising media should be compatible

with the distribution strategy adopted by the company. For example, if the
company is selling through middlemen wholesalers and retailers etc., then
outdoor advertising media duly Supported by television, radio and cinema
etc. may help to pull the product out of channel.

5. Nature of the Message and Appeals: The nature of advertising

message appeal also determines the advertising media for a company. The
media should be able to carry the message and appeal to the right persons
in the perspective. For example, if time is the essence of communication,
daily newspaper and radio may be the best choice. Mass consumption
items like soaps, toothpastes, hair oil etc. may determine television,
newspapers as the best selection
6. Budget: The budget available for advertising purpose will decide the
choice of media of advertising. For example, a manufacturer having
comparatively large funds for advertising may choose television or radio or
both as a media of advertising. On the Other hand a medium or small sized
businessman may prefer newspaper and magazine as an advertising media.

7. Competitors choices: A company should also take into account the

wisdom of competitors media choices despite differences in advertising
objectives and appropriations. It is not desirable to outright dismiss their
choices. Generally, the Advertising media used by competitors are
preferred so as to make an impressive appeal for the product.

8. Media Circulation: The Company should take into account the

circulation of the advertising media. Media circulation must match the
distribution pattern of the product. This applies to the press media.
Circulation should not be confused with readership. Circulation means the
number of copies sold after deduction of free copies, returns and other
differences between the total number of printed copies and total number
sold at full price. The advertising media selected should have maximum
circulation, such as Hidustan Times etc.

9.Media Availability: The question of media availability is quite relevant

while considering advertising media alternatives because not all medias are
available to a company at all times whenever required. For instance in
1973, and 1974, owing to acute newsprint shortage, space availability in
national dailies was a real problem.
10. Penetration: How can we penetrate the market most thoroughly or
how can we reach the greatest number of potential customers is also an
important factor influencing the choice of a particular advertising media.
Shall we reach housewives at the Kitchen-sink by means of television or
radio and which is likely to have the greater impact? This fact should be
considered.

11. Size and Nature of the Business Enterprise: The size and nature of
the business enterprise also play an important part in making a choice for
the advertising media. Different media will suit to departmental stores,
chain stores, small shops, manufacturers and producers etc. A big business
enterprise may make use of television, radio and newspapers having
national network, whereas a small unit may prefer local newspapers and
cinema-slides etc.

Thus the above factors are generally considered while selecting the
advertising media for selling the products.

3.3 RADIO ADVERTISING

Today, radio has emerged as one of our major advertising media. It

provides a very large coverage of audience in urban and rural areas. Now
almost every family has a radio set in our country. Radio advertising in
India was started in 1967 when A commercial service on Vividh bharati
was started. Commercial broadcasting is now undertaken by Delhi,
Bombay, Madras, Calcutta, Poona, Nagpur and Bangalore stations etc. of
All-India Radio. Ceylon Radio Commercial Broadcasting is quite popular
throughout the country. Commercial broadcasting is a major source of
income. Today, radio advertising is extremely popular with both trade and
industry as the demand exceeds the time. Radio advertising may be
described as word of mouth advertising on a wide scale . The advertiser
delivers the message orally and not visually. It makes appeal to the ear and
not to the eye with the effect that the message is conveyed to the masses
whether literate or illiterate.

3.3.1 Advantages or Merits of Radio Advertising

Radio advertising is quite popular in India on account of the

following

advantages:

1. It has a wide coverage. Even illiterate people are covered under this
media. It can convey message even to small remote areas.

2. It is quite flexible as it can be used on a national or local level according

to the need.

3.lt gives message of the advertiser at the door of the prospects when they
are in a respective mood.

4. It easily catches the attention of the people.

5. Today radio advertising is a major source of income.

6. It claims the advantage of memorizing value. In this connection,

psychologists say that anything learnt through the ears is not easily
forgotten.

7. Radio advertising affords variety of programmes including

entertainment on account of which the goodwill is developed. People buy
the product advertised by radio because they enjoy the free show.

8. Radio advertising has human touch unequalled by any other media.

3.3.2 Disadvantages, Demerits or Limitations of Radio Advertising

Radio advertising has the following disadvantages, demerits or limitations:

1. The message given by radio advertising is short-lived.

2. It is costly and is beyond the reach of small and medium sized

advertisers.

3. It Only appeals to the sense of hearing and thus does not portray visually
a Picture of the package of the product.

4, It is not suitable for all kinds of products, such as industrial goods which
are not needed by the average radio listener. It is useful only for the goods
of common use.

5. Radio advertisements are very brief and thus details cannot be

elaborated.

6. Since there is a multiplicity of advertisements in a very short time, it is

most likely that the listener may forget the name of the product.

7. There is no possibility of demonstration in case of radio advertising.

8. It is a selective media of advertising.

FM broadcasting: FM broadcasting is a broadcast technology

pioneered by Edwin Howard Armstrong that uses frequency
modulation (FM) to provide high-fidelity sound over broadcast
radio.

The term "FM band" is effectively shorthand for "frequency band in which
FM is used for broadcasting". This term can upset purists because it
conflates a modulation scheme with a range of frequencies.

Modulation characteristics: Frequency modulation (FM) is a form of

modulation which conveys information over a carrier wave by
 varying its frequency (contrast this with amplitude modulation, in
which the amplitude of the carrier is varied while

its frequency remains constant). In analog applications, the instantaneous

frequency of the carrier is directly proportional to the instantaneous value
of the input signal. This form of modulation is commonly used in the FM
broadcast band.

pre-emphasis and de-emphasis:

Random noise has a triangular spectral distribution in an FM system,

with the effect that noise occurs predominantly at the highest frequencies
within the baseband. This can be offset, to a limited extent, by boosting the
high frequencies before transmission and reducing them by a
corresponding amount in the receiver. Reducing the high frequencies in the
receiver also reduces the high-frequency noise. These processes of
boosting and then reducing certain frequencies are known as pre-emphasis
and de-emphasis, respectively. The amount of pre-emphasis that can be
applied is limited by the fact that many forms of contemporary music
contain more high frequency energy than the musical styles which
prevailed at the birth of FM broadcasting. They cannot be pre-emphasized
as much because it would cause excessive deviation of the FM carrier.
Systems more modern than FM broadcasting tend to use either
programme-dependent variable pre emphasis; e.g., dbx in the BTSC TV
sound system or none at all.

3.4 INTERNET ADVERTISING

The Internet facility has developed around for some 30 years. it

actually began in the early 1960 in USA, where the US Department of
Defense saw it as a means of supercomputer communication for
researchers and military facilities across the country. Until it commercial
exposed in 1990s, the Internet remained a relatively Obscure network of
linked computers - mostly by academics, military researchers, and
scientists around the world to send and receive electronic mail, transfer
files, and find or retrieve information from databases

At present, Internet the fastest growing medium in history, offers

incredible opportunities for a wide range of people in both business and
advertising. For advertisers, there is a whole new world of potential
customers.

3.4.1 Type of Internet Advertising:

Ads on the Internet can take a variety by forms. Most advertising on

Internet can be classified as websites, banners, buttons, sponsorships,
interstitials, Meta ads, classified ads, and email ads.

Website: Some companies consider their whole website as an ad.

However, a website is more than an ad - it's an alternative location
where customers, prospects, shareholders, investors, and others can
come to find out more about the company, its products and services.
Some companies use their

website like an extended brochure to promote their goods and services.

Others treat their website as an online catalog store, conducting business
not right on the Net. Still other website act in information and
entertainment provides. Website typically consists of a home page and an
indefinite number of subsequent pages that users can visit for further
information. A web page Refers to a single HTML (hypertext markup
language) file, which, when viewed with a browser, may actually be
several screens long. A large website may have hundreds of these pages of
information. This means the site contains hundreds of different Documents
of various lengths (from 1 to 10 or more screen), each probably covering a
different subject.

Banners: The ad banner is the basic form of web advertising. A

banner is a little billboard that spreads across the top or bottom of
the Web page. At present one comes across larger banner ads that
can dominate the screen or even provide Television commercials.
When users click their mouse pointer on the banner, it sends them to
the advertiser site or a buffer page.

Buttons: These are similar to banners. They are small version of the
-banner those often look like an icon usually provides a link to an
advertiser home page. Since they take less space than banner, they
are less expensive.

Sponsorships: A form of advertising on the Internet that is getting

popular is the sponsorship of Web pages. Corporations sponsor
entire sections of a Publishers Web page or sponsor single events for
a limited period of time,

usually calculated in Months. In exchange for sponsorship support,

companies are given extensive recognition on the site. Sometimes an
added value package is created by integrating the sponsors brand with the
publishers content. For instance, a Web page on Olympics or some other
spots can be sponsored by a business firm.

Interstitials: This is a dynamic form of Net advertising. It is a catch

all term for a variety of animated ads that pop up on the screen while
 the computer downloads a website that the user has clicked on.
There are now many types of interstitials including pop-up
windows, splash screens, superstitials, etc.

Meta Ads: Used in search engines (such as Yahoo, Google, etc.), a

met ad is an advertisement displayed on the results page of a search,
specific to the searched item. Meta ads are also referred to as
keyword advertising. This method enables an Advertiser to target a
specific audience. Advertisers can pay search engines to display
their banners only when relevant keywords are searched for by a
user. For example, if a user searched for the term "handicrafts and
handlooms", the Meta ads displayed might be for handicrafts and
handlooms items.

Classified Ads: Another growing area for Internet advertisers in the

classified ad websites. Some of the websites offer free classified
advertising opportunities because ad banners of other advertisers
support

them They are similar to newspaper classified ads. You can search for
them. homes, cars, jobs, toys, shoes etc.

E-Mail Advertising: Advertisers can send e-mail advertising to

customers who have asked for it. It is similar to direct mail
advertising, and therefore, it is the most effective form of Internet
advertising. However, there is too much of span via the e-mail. Span
refers to unsolicited, mass e-mail advertising for product or service
that is sent by an unknown entity to e-mail addresses.
3.4.2 Advantage of Internet Advertising:

1. Interactive Medium: it allows consumers to directly interact with an

advertiser, thereby establishing future relationships.

2. Enormous Audience: With an audience of about 500 million people

worldwide (some estimates put the figure at 1 billion People); the Internet
is the only true global medium, providing information and commercial
opportunities that are immediately accessible around the world.

3. Immediate Response: Products and information are available on

demand made by the consumer, thereby, providing instant feedback for the
advertiser.

4. Selective Targeting: Advertisers can reach the right target audience,

especially through the Meta ads.

5. Proximity to Purchase: it may be the greatest advantage of Internet

advertising. purchasers can be targeted right wether they are right at the
moment when they are considering of making a purchase.

6. Affluent Market: Most of the Internet users belong to middle upper

class or upper class audience. Therefore, Internet medium enables to reach
the affluent market of the society.

7. Provides In-depth Information: Internet provides in-depth information

about a company and/or products. Commercial websites provide detailed
information about products or services to the Internet users seeking
information.
8. Reaches Business-to-Business Users: The Internet medium can reach
to B2B users when they are still at work, not only business related
information, but also consumer products advertising while they are
working.

3.4.3 Disadvantages of Internet Advertising:

1. Lack Mass-Media Efficiency: Internet is not a mass medium as the

case of radio and television. Therefore, it may never offer mass media
efficiency. Most marketers in developing countries like India, may find it
as too complex, too cluttered or not worth the time and efforts.

2. Slow Download: The downloading of websites is very slow in many

parts of the world, including India. The ads that pop up in between only
irritate the Internet users.

3. Problem of Span: There is too much of Spam via the e-mail. Therefore,
e-mail users do not consider going through even the Responsible ads.

4. Problem of Online Purchases: In India, most consumers would like to

physically inspect the goods before purchases. Therefore, they may not
place orders online. Again, most people do not believe the internet as age
place for financial transaction.

5. Untested Medium: There is hardly any research to test the effectiveness

of Internet advertising. Therefore, a good number of markets in India do
not give much importance to Internet advertising.

3.5 TELEVISION ADVERTISING

Television Advertising: It is said that to-day television advertising is the

bestselling media ever invented. It has a potential advertising impact
unmatched by any other media. It is a means of bringing actual
demonstration in the homes of the Prospects and is therefore more
effective media when compared with radio. That is why the position of
radio advertising has now being gradually taken by television advertising.
Commercial television advertising was introduced in India on January 1,
1976 on the pattern of All India Radio. Thus, as an advertising media,
television is of recent origin in India. It is also known by the name of
Doordarshan in India. Television makes full use of sight, sound and
motion and thereby maximizes impact on audience. On colour TVs, now
colour may also be used to add to the impact. The coverage of television is
increasing at a rapid pace in India. This media is particularly advantageous
for those advertisers whose products require demonstration. Sponsored
programmes have also been started on television in India.

3.5.1 Advantages or Merits of Television Advertising

Television advertising has the following advantages:

1. The main advantage of television advertising is that it combines the

advantages of both radio and cinema. Thus it is a most powerful audio-
visual media.

2. It makes the message more attractive and impressive.

3. It is most advantageous to those advertisers whose products and service

require demonstration.

4. it is a source of major income to Doordarshan.

5. It possesses geographical selectivity. An advertiser can place his

advertisements on selected few stations as per his requirements.
6. It has a wide coverage. At present television services are available to
more than 80% of Indias population.

3,5.2 Disadvantages or Demerits or Limitations of Television

Advertising

Television Advertising is subject to the following demerits or limitations:

1. It is very expensive advertising media and would certainly exclude the

small advertisers.

2. Television message is short-lived.

3. The range within which the telecasting reaches the audience is very
limited.

4. In case of India, an average Indian cannot afford television as it is quite

costly.

5. Television advertisements are very brief due to high cost of advertising

on television.

6. Television advertising is a very deliberate media, requiring long term

planning, the gaining of approval from the authority and also lacking
flexibility.

3.6 PRESS ADVERTISING

3.6.1 Meaning of Press Advertising:

Press advertising is the most popular and effective method of publicity

today. It has become the part of the culture and political life of people
today. Press, also referred to as print, is an advertising media comprising
all those vehicles owned by others and which can carry the advertising
message in print to be read by target customers. In India, this media is very
commonly used by companies and account for nearly 70 per cent of their
total expenditure on advertising media.

3.6.2 Forms or Types:

Press advertising takes the following two major forms:

1. Newspapers: NP Newspapers are bought largely for their news values.

Newspapers may be national/local daily/weekly. These are a good vehicle
to pass on information about new products, current products and price-off
deals. They can be used for local, national and regional market coverage.
In India, there are a number of newspapers both in English and also in
regional languages. Many newspapers in English and Hindi have
nationwide coverage. So a message given in newspapers may have a better
impression on the minds of the people and it may be more specific, clear,
complex and lengthy. Currently, 1173 daily newspapers and 5280 weekly
newspapers are published in India, out of which the largest number is
accounted for by the Hindi language newspapers followed by Urdu,
marathi and English newspapers in terms of number, and English, Hindi,
malayalani, Marathi and Gujarati in terms of circulation. Among the states,
the largest numbers of newspapers are published in Uttar Pradesh followed
by Maharashtra and Karnataka. Among the prominent national English
language dailies are the Times of India, Hindustan, Indian Express,
Statesman and Economic Times etc., whereas among the national Hindi
language dailies include Hindustan Times, Navbharat Times, National
Dunia and in Rajasthan - Rajasthan Patrika. However, among the different
language groups, companies in India, both in the state and private Sector,
largely use English dailies as their advertising media. Small enterprises
prefer local newspapers as their advertising media. The newspapers charge
on the basis of column centimeter space used by the advertiser. They also
charge premium for special positions and provide concession for space
booking on contract. However, these rates vary from newspaper to
newspaper as per their circular and coverage.

Advantages or Merits of Newspaper Advertising Media:

The advantages of merits of newspaper advertising media may be summed

up as under:

1. Their coverage is high as they reach every nook and corner in a very
short time.

2. They offer a lot of flexibility. According to the convenience and

necessity of the advertiser, the shape, size and appeal may be frequently
changed to suit the need of the advertiser.

3. High frequency enables speedy preparation and publication of

advertisement.

4. It is the cheapest media of advertising as far as its cost per reader is

concerned.

5. The daily newspaper have strong repetitive value as it offers an

opportunity to the advertiser to repeat is message at a short interval of only
one day.

6. The public response towards newspaper advertising is very quick.

7. By inserting local advertisements (in local newspapers), the

effectiveness of advertising copy could be tested quite easily.

8. By inserting frequent advertisements in the newspapers, their visual

appeals may be created very easily.
9. The reputation of the newspapers is available to the advertisers and their
products also. Leading newspapers provide space to reputed and reliable
concerns only.

10. Newspaper advertising provides geographic selectivity.

Disadvantages or Demerits or Limitations of Newspaper

Advertising Media: The following are the disadvantages or
demerits or limitations of newspaper advertising media :

1. The life of a newspaper is very short, i.e., only for the day. It is said,
"Nothing is alive as today's newspaper" and "Nothing is dead as
yesterday's newspaper."

2. There is waste of circulation. The advertisement is carried even to those

places where there is no market existing nor the possibility of creating a
new market in the near future.

3. If the customers are limited in numbers, advertising in newspapers may

be ineffective and costly too.

4. Visual effects may not be created in practice as the newspapers are

generally printed on cheap newsprint.

5. There is lack of uniformity in advertising requirements. Lack of

uniformity of publishers requirements with respect to rates, size, and type
of copy and so on.

6. Newspaper advertising is less popular in undeveloped countries where

the masses are illiterate ignorant and poor.

2. Magazines and Journals: Another media under press advertising

media is magazines and journals. They offer selective circulation
throughout the country at a cost within reasonable budget limits. These are
published periodically at regular intervals i.e., weekly, fortnightly,
monthly, quarterly or annually. Magazines and journals are read at leisure
and with care when the reader is mentally prepared to receive the
advertisements. It has a long effective life. From the advertisers point of
view, magazines may be classified under five groups: (i) Special Interest
Magazines; (ii) Trade Magazines; (iii) Technical Magazines; (iv)
Professional Magazines; and (v) Regional Magazines.

Advantages or Merits of Magazines and Journals: The following are

the advantages of magazines and journals as an advertising media:

1. The life of magazine is considerably longer, than that of newspapers.

These are kept ready for weeks and months.

2. Better reproduction of advertisement than newspapers is provided.

3. Magazines are highly select in nature and waste of circulation is

avoided.

4. Magazine advertising create prestige, reputation and an image of quality.

5. The number of readers per copy in case of magazine advertising is quite

high. There is multiplicity of readership.

6. Magazines are ideals for introduction new ideas.

7. Magazine readership is usually a leisurely home readership for

enjoyment relaxation, and with guard's down.

8. The printing, paper, colour combination is more attractive in case of

magazine advertising than newspaper advertising.

9. Magazines reach specialised groups conveniently and effectively.

10. The cost of utilising magazines for advertising is quite low.

Disadvantages or Demerits or Limitations of Magazine and Journal
Advertising:

As compared to newspaper advertising, the magazine and journal

advertising have the following disadvantages, demerits or limitations:

1. The chief demerit of magazine advertising is its low flexibility.

2. Preparation costs for magazine copy are usually rather high and
sometimes exceed the cost of the space used in trade magazines.

3. The circulation is limited as compared to newspaper advertising.

4. It takes more time in printing etc. than newspaper advertising.

5. The size of magazines differs widely and hence the advertiser has to
prepare the copy of advertisement according to the size of the magazine
and journal.

6. Change in appeal cannot be effective quickly.

3.7 FILM ADVERTISING

3.7.1 Meaning:

Film is an audio-visual medium of communication and offers wide

opportunities to the advertiser to screen commercial films and slides
produced by them. Today cinema is an important and Effective media of
advertising. Suitable short films may be prepared to create a lasting
impression upon the audience. These may be presented in the form of a
story or a cartoon. Through the merits of the product are presented to the
audience effectively. Such films may be shown before the start of the
feature film or during interval. At present there are three kinds of films
used as media of Advertising:

3.7.2 Kinds of Films:

1. Straight Advertising Films: These are most common now-adays. These

concentrate on advertising message relating to only one product of a
particular company, such as Hindustan Lever, Tata Oil Mills (toilet
preparations), D.C.M., Gwalior Rayon, Calico etc. These are of short
duration lasting from 3 to 5 minutes.

2. Documentary Films: Documentary films are mainly used for publicity

aspect and in most cases are educative in character. They are used to show
various aspects of an industry as a whole.

3. sponsored Advertising Films: It is a very good combination of

Advertisement and entertainment. Cartoon films come under this Category.

In India, cinema has practically reached in all the parts of the

Country. Bombay has become the hub of advertising films and slides
production. With all these, cinema as an advertising media holds great
opportunities particularly, for those companies which are poised to
penetrate the rural market of our country. It is particularly relevant for
advertising consumer-products and farm inputs.

3.7.3 Advantages or Merits:

1. It has a quite wide coverage.

2. It is able to explain and demonstrate the use of a product quite

conveniently.
 3. Appeal is made to all sections of the society.

4. It is never wasted as no advertisement can escape the attention.

5. It is effective and may pay rich dividend to the advertiser

3.7.4 Disadvantages, Demerits or Limitation:

1. The films are too short and need changes frequently.

2. Production cost of a film is quite high.

3. The audience may not like to waste time in seeing such films repeatedly.
They resent to it as they come for entertainment only.

4. Restrictions are imposed against screening of films, e.g., there is

censoring.

5. For screening films, the cooperation of theatres is a must which is not

easily available.

3.8 PURCHASE POINT ADVERTISING:

Purchase point advertising is that advertising which is undertaken at

the premises of the manufacturer or the dealer for attracting the customers.
This is a direct method because the advertising process is either undertaken
by the manufacturer directly or through the dealer. Under this method,
goods are displayed at the counters, windows or in admirals. It is observed
that the point of Purchase is the exact point where the prospects are
reminded finally about a Product. It is considered as a powerful media
now a day.

3.9 SPECIALITY ADVERTISING:

Under this media of advertising, manufacturers provide various

articles of low value free of cost to the existing and prospective customers.
The articles constitute calendars, ball-pens, diaries, cigarette cases, bags
and other executive gifts. Such Articles bear the name and address of the
advertiser. It is felt that recipients will do business with the firm in the
near future even though articles are given on no obligation basis. It is also
called Novelty advertising. These articles are given to targeted customers.

3.10 VIDEO ADVERTISING

It is now considered as the latest media of adverting. Under this

method, video-cassettes ad-films are prepared. Nearly 22 million people
around the world watch Indian films on video. India alone has video-
audience of about 30 million which is increasing day by day. There are
more than 50,000 video-libraries and about 1 lake video-parlours/clubs in
India. The video-cassettes released in India are also being screened in
thousands of luxury buses. Besides the feature film they contain
advertisements which are displayed at short intervals.

3.11 OUTDOOR OR MURAL ADVERTISING:

3.11.1 Meaning of Outdoor mural advertising:

Outdoor or mural advertising is the oldest form of advertising and

remains the most common media even today. It is also called wall
advertising.

Outdoor advertising consists of a display of advertisements out of

door which may be in the form of posters, Painted signs, field signs, neon
light signs, hoardings and posters carried by sandwitchmen. This is also
referred to as mural advertising as posters consisting of a picture, are often
placed on walls particularly a large one, printed directly on a wall or large
photograph attached directly to a wall. Small play cards or posters Placed
outside or inside carriages such as trams, delivery-vans, buses, railway
carriages etc. also come under this category. The new form of advertising
by using balloons kites and smoke-writing in the sky is also a part of
outdoor advertising. Outdoor advertising is not always argumentative but
suggestive. The effectiveness of such advertising materially depends on its
positions. Therefore, outdoor advertisements must be placed in such a way
as can be seen by a large number of prospective customers with simple
attention. The articles suited for such advertising are those which the
masses can buy, such as food products, soaps, medicines, cigarettes, shoes,
clothes and other domestic requirements.

3.11.2 Main Characteristics of Outdoor Advertising:

1. It is a widespread popular advertising media which makes the goods

and services of interest to mass appeal.
 2. It has a comparatively longer life.

3. It has a high coverage.

4. Most outdoor advertisements are big and dominant so it is a very

powerful eye-catching media.

5. It is a very flexible advertising media so that the advertiser can

retain sites where he needs them most.

6. It is the oldest advertising media.

7. It also consists of suitable and popular slogans which can be easily

remembered by the prospects.

3.11.3 Types, Forms or Kinds of Outdoor Advertising

Outdoor advertising may take any of the following forms:

1. Posters: This is the most common and popular form of outdoor

advertising. These are exhibited on a hoarding or on walls, roofs, fences,
chimneys etc. A really commanding effect can be produced by posters
which cost less than any other advertising media. Design is the basis of all
poster-advertising. These mostly Contain pictures. Advertising for a movie
is done in this way. Even where no Pictures are used the proper
arrangement of lettering is important. The posters should be simple,
attractive and capable of telling its story at a glance. Posters also give
considerable scope for the use of suitable and attractive colours. Humor
can also be used with advantage in poster-advertising.

2. Advertising Board: These are also posters which are kept at certain
fixed places expecialy at points where people frequently assemble, such as
bus stops, railway, crossing etc. Generally these advertising boards are
made of metallic sheet enclosed in a wooden frame and fixed with a panel
having specified height at main junctions. These are fixed and well set with
flood-lights.

3. Vehicle Advertising: It refers to moving advertisement. It consists of

placing posters or play cards inside or outside vehicles such as trams,
buses, taxies, delivery-vans, railway carriages etc. The main advantage of
this system is the small space available for such posters. These posters are
fairly sighted by the eyes and can be easily read. This method is a very
common media and is considered to be very effective.

4. Electric Displays and Sign: Signs illuminated by electricity are today

to be seen in large number in cities. This is the most modern and the most
attractive form of outdoor display. It may consist of wooden letters studded
with bulbs. Sometimes with a view to attract the attention, coloured bulbs
are used and the colours are changed at short intervals. Another device
used to attract attention is to turn on the light on each letter at a time to
give the impression of the sign being written by an invisible hand.

5. Neon Signs: There are brilliantly coloured tubes available in various

shades. These can be of the still or the flashing type. These signs are more
attractive and interesting than the signs built up by a number of electric
bulbs.

6. Sky Advertising (Sky Writing):

Sky advertising is another modern form of outdoor advertising. In

this form of advertising media an aeroplane writes the name of the product
or the producer in the sky. It is also known as smoke writing because the
message is written in the sky by means of smoke. Large sized printed
balloons are also dropped from the aeroplane in the sky. Usually, near the
circus-tents, a large sized balloon is floated on which the name of the
circus is written.

7. Sandwitchmen: They are hired persons and properly dressed who walk
in the streets in a procession with boards, posters and notices placed about
them. The idea is to attract the attention of the public. The cinema-theatres
usually arrange this kind of advertising media when a new picture is
released.

8. Stickers: It is also an important form of outdoor advertising. In this

case, the advertiser enters in a contract with the popular players that
whatever they will wear or use during the match will bear the sticker of the
advertiser.

9. Puppet Shows: This is purely an Indian outdoor advertising media

which provided entertainment while conveying a message. Now-a-days it
is used widely in the family planning campaign in India mostly in villages.
One such show tells hog a rich man of the village who has large family,
rejects the family planning campaign. Both is wife has twins and there are
complications. He calls in the midwife who tells him that his wife will not
survive more births. He accepts the family planning advice and so becomes
the innovator in his village.

The above are the most common forms of the outdoor advertising.
However, there may be other forms of this type of advertising.

3.11.4 Advantages or Merits of Outdoor Advertising Media:

 1. It has a wide coverage.

2. It is capable of gaining more attention of the public.

3. Outdoor advertising is more useful for local dealers. Its results can
be more readily secured by using this form of advertising.

4. In big cities and high traffic areas, Outdoor advertising is the most
effective form of advertising.

5. Outdoor advertising is more flexible.

6. It offers greater selectivity because it can be used locally, regionally

or even nationally.

7. It can be easily remembered.

8. It is quite economical.

9. It has comparatively long life.

10. It is a very good media to stress brand names and It package

identity.

3.11.5 Disadvantages or Demerits or Limitations of Outdoor

Advertising Media

The outdoor advertising media possess the following disadvantages,

demerits or limitations and thus are subject to criticism:
 1. It is subject to adverse reaction of the public on the ground that the
walls of the houses are used for writing outdoor advertisement even
without the permission of the owner of the house.

2. The message written under this type of advertising is too brief.

3. The exact effect created on prospects is difficult to measure.

4. The language used in writing on the wall advertising is usually

defective and sometimes immoral too. It has an adverse effect on the
public.

5. 3.12 EMERGING MEDIA OPTIONS

3.12.1 Meaning

There are several Media Options which have emerged due to increased
popularity of advertising. Advertising through cell phones and marketing
through social sites are some of the Emerging Media Options.

3.12.2 Alternative Media Options

We shall discuss the following Alternative Media Options

Car Cards: Car cards are small size thick papers or posters placed
inside the vehicles like the buses or railway trains. They are also
posted on the window screens or the side glasses of motor cars. The
main purpose is to remind the travelers about the product. However,
 it is possible that many travelers may not look at the cards while
travelling.

Traveling Displays: These car cards are posted outside the vehicles
or local trains. Their purpose is to attract the attention outside public
or of those who are standing on railway platforms.

Sandwich Boards or Tall Man Advertising: Sandwich boards

advertisement is carried by a man with two posters hung on his two
sides.
The man is known as a sandwich man as he is sandwich between
two boards. He moves form one street to another and attracts the
attention of the passerby. To add the unusual site, sometimes a tall
man carrying the boards walks with the support of long sticks and
with funny mask and clothes and attracts the passerby.

Sky Writing or Sky Balloons: In this type, a painted balloon or a

plastic sheet having Advertisement message may be attached to the
tail of the flying aeroplane. This being very unusual thing. People
are attracted towards it.

Advantages:

1. It acts as a supporting or supplementary to press media effectively.

2. It is constantly reminding prospects of the products.

3. It is colorful and has a pleasing appearance. So, prospects welcome

this form of publicity.

4. It has a wide appeal. At attracts all human population of literates

and illiterates.
 5. This media is more permanent compared to newspapers, films,
magazines etc.

6. It provides scope for talents, skill and art.

Disadvantages:

ificult 1110,1,,t11 !Or t ("%pc)iv,f, 0 ripped ,

s t.o the general public and not in

ietction of wrong sight, wronr ith,1tc'I i,ik and wrong nwthods etc,
wastages riff Also, due to clarmige, to tli(! posters, hoarding etc. wastages
are a rPated'

1,6 dia can be used only as a supporting media to the others like T.V. Radio
1!,is

is alleged that the posters, hoardings, neon signs etc. spoil the natural
beauty 0f the places.

3.13 DISPLAY OR INDOOR PUBLICITY:

Display the goods means to show the goods to the people in order to
induce them to enter the shop to buy them. It is a device by which
customers and people are attracted to the shop.

313.1 Importance of Display: '"It is Only the part of publicity which allows
the people to touch the products, to 'andie them or to actually see them. It
is more realistic in salesmanship.

2. Another importance of display is that display is an important dealer aid.

The display technique helps the dealers to conduct an effective publicity
3. The third importance factor that has given importance to display is that,
it attracts the attention of the prospects and makes the people walk into the
shops.

4. Lastly Display is importance to its effects not only on prospects but also
on suspects. It makes the message directly to the prospects through their
eyes.

3.13.2 Different Forms of Displays:

(a)Window Display: If refers to showing of goods in the window of the

shop. Window of a shop means a part of the front portion of the shop
which can be seen from outside. Windows are meant for outsiders to keep
in. Window display technique is used by retailers or small business man
because they can't afford to spend on other Medias. Window display is
used for all types of consumer goods. It makes people eager to know and
see the products.

Following are the rules for the shopkeepers while displaying the goods
in windows:

1. Normally, the windows of rectangular shapes are selected and not the
vertical ones because they provides for adequate space and easy
movement of vision.

ills should be arranged horizontally and not vertically because this The ite
aze movement. The background of window easy

g should be attractive and

035311t

To windows should not be over-crowded with items because it strains the

{the viewers. 1,05
Thp position of the items displayed should be changed from time to
timeto :'eate variety.

Proper lighting and illumination of the window should be done so that they
:.)cus on the special features of the product.

5. The display technique should not violate the basic rules of decent
approach. There should not be overcrowding of expensive good in too
fashionable setting :therwise, the respects would be frightened and the
result would be negative.

b)Interior Decoration: it refers to the various designs and equipment's

used by a retailer inside his shop. Showcases, counters, lighting
arrangement, ventilation It creates apleasant atmosphere for the prospects
and increases their cmlforts. Effective interior decoration does not require
lot of space but it makes appropriate use of the available space to provide
for easy movement and get up.

(C) Counter Desplay:

It refers to arranging the the product located within the shop.

Counter display helps the customer to know about all the items which are
available in the shop. Such a facility is not available in window display
because all the items cannot be presented in the win A good salesman must
see that he should not show any goods which may go against the window
display. Secondly, counter Display must bring out as many varieties as are
related to the particular type displayed at the window. Thirdly, salesman
the must see that goods are not placed one upon the other

(d) Showcases: In this type, the items are presented in a cupboard with
glass front of cabinets with glass front. These are similar to window
display in the sense that, the showcases should be rectangular, items should
be placed horizontally. In showcases, Items of similar nature and even size
should be grouped together so that, the customer knows the varieties of the
same type available. The showcases should contain all the items available
in the shops.

(e) Showrooms: A showroom is used by many producers or dealers not

only to expose goods for sale but also demonstrate theses and the working
of the articles. It is meant for presentation of technical products,
sophisticated goods etc. which require lot of explanation before buying the
products.

Showrooms have technically qualified persons to assist the customers

when they visit the showrooms and also advice and guide them to
understand the goods better.

(f) Exihibition: The trade exhibitions are meant for introducing new
products or latest innovations in the fields of business. They are organized
by Trade Association of Chamber of Commerce. The main idea behind
exhibitions is that various traders, manufactures. Etc. Can be induced to
visit and get information about the product displayed.

In exhibition there is only presentation of the products and no sale takes

place. For this purpose, the stalls are decorated and the items are presented
in an attractive manner. Exhibitions have mass approach because many
people visit them.

(g) Trade Fairs: Trade fair is similar to exhibition except that in the trade
fair not only the items are exhibited but are also sold. Besides
entertainment items are staged to attract hundreds of people. Thus, there is
business and fun in the trade fairs.
CREATIVITY IN ADVERTISING

Unit Structure:

4.0 Objectives of the lesson

4.1 Introduction

4.2 Visualizations

4.3 Headline

4.4 Slogan

4.5 Logo

4.6 Illustration

4.7 Layout

4.0 OBJECTIVES OF THE LESSON

After completion of this lesson the student will be able to understand

Process of Visualization

Techniques of Visualization

Characteristic of a good Slogan

Essentials of a good illustration

Functions and Types of Illustration

Features of a Good Layout

Types of Layout Process of Layout

4.1 INTRODUCT ION

Creativity in advertising is an art. It is concerned with the

perception, sutured, values, personality, and motivation including buying
motives. It also includes visualization techniques, types of advertising
copy and its elements such as headline slogan etc. All these elements must
be creative in the attention of consumers.

Illustration world of pictures. People have become visual minded.

People are to read or May even to hear. Therefore, there is a good seed for
illustrations or pictures in the advertisements.

4.2 VISUALISATION

Visualization is a mental process. Visualization means seeing in the

mind's the form of the idea as it would appear in the advertisement it is
communicated to the prospects by way of an advertisement.
Fundamentally, idealization is the process of playing with different ideas.
A visualize must

possess fertile mind so as to develop worthwhile ideas. Later, these ideas

are informed into effective advertising message.

Advertisement comprises of several component parts like headline,

sub-headline, slogan, body-text, illustration etc. Visualization is the skill to
determine which elements an advertisement should contain and also how
they should be issued. Through a gradual process, a visualize imagines
how his advertisement will appear when it takes the final form.
Visualization is generally undertaken by copy writers and art directors.

4.2.1. Meaning:

Visualization is the process of seeing through one's mind's eye about

the construction of it. It is forming initially a mental picture of the idea that
would appear in the Advertisement. Visualization is a process of creating
ideas about overall construction and contents of the advertisement i.e. the
layout, contents the size of headlines, the colures etc. visitation takes place
before the copy thought of and before preparing illustrations. Visitation
helps in converting abstract ideas into concrete forms or shape of layout of
an advertisement. Visitation thus, deals with language - language of vision
which is also a very powerful means of communication of ones thoughts,
emotions, feeling, ideas etc.

However, it differs from layout because it is an abstract form

whereas layout is a Concrete physical arrangement of things in the
advertisement. Visualization precedes layout and layout is the result of
visualization.

4.2.2 Process of Visualization:

 The process of visualization is a team work of copy writers artists
producers etc. who work together to develop ad copies not only for press
media but even for Radio, TV. And other media. Because of the importance
of visualization in introducing creativity in ad copies, the process of
visualization has become a specialized profession of some people who
offer expertise services in visualization. The visualize may follow the
following steps to conceptualize an idea for advertisement:

1. Study the product / service to be advertised i.e. its features, merits,

uses, etc.

2. Study advertising objectives - the objective may be to influence the

consumer Or it may be to influence the dealers to stock the product or the
objective may be to counter competitive advertising.

3. Collect relevant information -about the product, competitors' products,

prospects and other relevant information.

4. Conceptualize ideas by adopting various techniques such as brain

storming, jota position and association, divergent thinking, etc., taking into
account the relevant information.

5. Analyse the ideas form various angles-as to how the prospect would
view it and interpret it, how far it will be effective, what impact it will
make and so on.
6. Select two or three version or ideas which require further probing. The
visualize than passes on the ideas to the copywriter and the artist.

4.2.3 Techniques of Visualization

The well-known techniques of visualization are as follows:

1. Identifying or pinning Down the Problem: The matter to be advertised

must be in co-relation with the problem. Thus, the problem must be first
clearly laid down so that the advertising copy can be accordingly prepared.

2. Forming Pool of Facts Collected and Information Gathered: Before

preparing an advertising copy and its construction, the several types of
information have to be collected. This collection should be properly
arranged in sequence, so that the entire amount of information can be used
when needed.

3. Generating Brain Waves: This involves thinking on the part of the

copy-writer. In this process, the information collected is thought over and a
tank of storage collection is formed in the mind.

4. Brain storming: It means group thinking and generating crosscurrents

of ideas, thoughts and imagination. Group discussions are arranged in
which exchange of thoughts takes place and ideas of each other are known.
5. Mediation: Then follows the analysis and synthesis of the ideas. In this
stage, the search for tranquility and calmness of mind takes place, where a
quiet churning of ideas after waves and storms would lead to the obtaining
of vision.

6. Rough Layout: A sketch of a rough work out is prepared of final vision

which is preliminary stage of visualization.

7. Giving Final Shape: Copy, art work, layout design and illustrations are
the products of final touches given to the vision that is the idea is given the
final form. All these techniques of visualization are time-tested.

4.3 HEADLINE

4.3.1 Meaning:

A headline is a word or phrase printed in large letters above the

advertising message. Headline gives in brief a fair, idea of the contents of
the copy.

A good headline attracts attention and arouses interest. So that the

reader would be induced to read the advertisement. Normally, the headline
finds 10010 of the entire copy. Some advertising men believe that 50% to
75% of the performance of an advertisement must be credited to the
headline.

As people go through a newspaper or a magazine the headline is the

only as people thing that attracts its attention. Thus the headline carriages
the heaviest burden of attracting readers to the advertisement.
4.3.2 Role of Headline:

A headline plays a significant role in advertise by performing the following

Important functions:

A. to attract attention of readers to the ad;

B. to attract attention of the target consumers easily and quickly and to

persuade them to read the whole of the ad;

C to create curiosity and interest in the ad;

D. to make the illustration and the copy more meaningful;

E. to introduce a unique selling proposition; to sort out useful ads from

useless ads;

G. to serve as the essence of the whole ad copy. In the words of David

Ogilvy, the advertising guru, "The headline is the most important element
in most advertisings It is the telegram, which decides for the reader
whether to read the copy.

4.3.3 Essentials of a Good Headline:

1. Original: A good headline should be unique and should not be an

imitation of any other headline. Originality of headline creates a separate
interest in the minds of readers.

2. Concise: A good headline must be brief i.e. it should not have more than
8 to 10 words and should form a maximum of two lines.

3. Specific: The headline should be relevant and appropriate to the copy

and illustration. It should convey the advertising message specifically and
not vaguely.
4. Provocative: A good headline should be forceful enough to induce the
readers to go through the copy and the entire advertisement.

4.3.4 Classification of Headlines

1. Benefits Headline: Such headlines indicate the benefits of the product

or the service advertised.

2. News Style Headline: It emphasizes on the quality, performances,

services, advantages of the product list this type words like Now. At
least etc. are added to the headline.

3. Advice Headline: It advices the customers to purchase a product or

avail of a 3` A which will be beneficial to them. e.g. "How to bake better
cakes" Service.

4. Challenging Type of Headline: This type of headline challenges the

customer about the quality service, price, performance etc. Such headlines
emphasis on the superiority of the advertiser's product.

5. Selective Headline: A selective headline is directly appealed to a

selected group of customers. It may be specially directed towards children,
students, housewives to be used by those selected customers.

6. Situation Headline: It puts the customer in a situation and enquires

whether the prefers to be in such a situation. Such headlines support the
illustration.
7. Label Headline: A label headline announces not only about the label of
the Product but also the selling points. Such headlines are introducing type
or warning type.