Post on 07-Apr-2018
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ADVERTISING
AND
ITS VARIOUS
MEDIA
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GROUP MEMBERS
• JAYANTH PRAKASH
• RENGANATHAN
• MANOJ
• AYYAPPAN
• SUBRAMANI
• VARUN
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ROAD MAP
ADVANTAGES
&
DISADVANTAGES
KINDS OF
ADVERTISING
CONCLUSION
INRODUCTION
MEDIAS OF
ADVERTISING
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INTRODUCTION
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Advertisement
Advertisement is,
• Personal presentation of an idea or a product
• Communication of business information to
customers
• About the advertising firm, its product qualities,
place of availability of its products, etc
• Indispensable for both the sellers and the buyers
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Definition
“Advertising consists of all the activities in
presenting to a group a non-personal, oral or
visual, openly sponsored message regarding a
product, service or idea”
-William J. Stanton
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According to AMERICAN
MARKETING ASSOCIATION ,
“Advertising is any paid form of non-personalpresentation and promotion of ideas, goods or
services of an identified sponsor”
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CHARACTERISTICS OF ADVERTISING
• A paid for, although in case of PSAs(Public ServicesAnnouncements) use donated time & space.
• Sponsors is identified.
• It reaches a large number of potential customers.
• The message is conveyed using different sources of media. Which are largely non personal.
• It is strategic communication driven objective.
So advertisement is paid persuasive communication that
uses non personal mass media as well as other formsof interactive communication to reach broadaudiences.
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Features of Advertising
• It is a paid form of communication. Advertisementsappear in newspapers, magazines, television or cinemascreens because the advertiser has purchased some spaceor time to communicate information to the prospective
customers.• It is non-personal presentation of message. There is no
face-to-face direct contact with the customers. That iswhy, it is described as non-personal salesmanship. It; is a
non-personal form of presenting products and promotingideas and is complementary to personal selling. Itsimplifies the task of sales-force by creating awareness inthe minds of potential customers
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• The purpose of advertising is to promote idea
about the products and service, of a business.It is directed towards increasing the sale of the
products and services of a business unit.
•
Advertisement a issued by an identifiedsponsor. Non disclosure of the name of the
sponsor in propaganda may lead to distortion,
deception and manipulation. Advertisement
should disclose or identify the sources of
opinions and ideas it presents.
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Objective of Advertising
The fundamental purpose of advertising is to sell
something – a product, a service or an idea.
• To introduce a new product by creating more
interest among the customers.
• To encourage customers to make initial
purchase of their products.
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• To enhance the goodwill of enterprises by
promoting better quality products and
services.
•
To support the personal selling program.
• To create more demand for a product.
• Higher market share.
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Functions of Advertising
• It promotes the sale of goods and services by
informing and persuading the people to buy
them.
• It helps the introduction of new products in
the market. in the market.
• Build awareness of product and brand among
the customers.
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• Create brand image.
•
Helps in building relationships withconsumers.
• Makes the job of sales personnel more
efficient.
• Contribute to economic growth by expanding
the market.
•
Growth of media by generating revenues forit.
• Tells & shows uses to the consumers.
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Role of Advertising
Marketing Role
Communication Role
Economic Role
•Marketing is the process a business usesto satisfy consumer needs and wantsthrough goods and services.
Societal Role
•Advertising is a form of masscommunication.
•Improves standard of living and the
economy by generating material
consumption.
•Informs us about new and improved
products, teaches us how to use these
innovations, etc.
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Role of Advertising
1. To inform, remind and persuade consumers.
2. Helps in building relationships with consumers.
3. Makes the job of sales personnel more efficient.
4. Contribute to economic growth by expanding themarket.
5. Growth of media by generating revenues for it.
6. Tells & shows uses to the consumers.
7. Helping research and innovation by generating moredemand.
8. To support new product by generating awareness.
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ADVANTAGES&
DISADVANTAGES
OF
ADVERTISING
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•
Advertisers control the message.
• Communicate with large no. of peoples.
•Effective way to strike immediate responsiveness.
• Create primary demand
• To tackle competitors’ strategies.
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• Create Brand loyalty.
• Product information to buyers.
• Creates awareness among the people.
• Income to various medias like press, radios,
etc.
• Boosts the image of the business.
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Disadvantages:
• High cost of producing and running ads.
• There is no guarantee that the advertisementwill be seen by consumers.
• Advertisement may be carried to places where
they may not be buyers for the product.• Difficulty in determining effectiveness.
• Often too many advertisements are broadcast
at a time. Therefore it is doubtful whethereach one can leave a lasting impressionamong the consumers.
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KINDS OF ADVERTISING
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Kinds Of Advertising
Product
Institutional
Competitive
Comparative
Co-operative
Non-
commercial
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Product Advertising:
• The need for product advertising arises mainlybecause the business has to create demand
for its product through advertisement as
media.• Such advertisements speak not only about the
product but also stress the brand.
Ex: Double-Deer basmati rice, Standardfireworks, etc.
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Institutional advertising:
• In institutional advertisement the focus is on
the company and its services.
• This type of advertisements are not only forconsumers but also for the stake holders like
Cr., Dr., suppliers, etc.
Ex: Advertisement for submitting price-quotations
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Competitive advertising:
• In this type, advertisement shows the
superiority of one product over its competing
products.
• This type of advertisements are used where
there is a cut-throat competition in the
market.
Ex: Tide & Surf, Horlicks & Complan
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Comparative Advertising:
• Here the marketer highlights the comparative
features of the competing products
•
The advertiser invariable claims that hisproduct alone is superior
Ex: “APACHE” RTR ‘180’ , racing with other brandbikes.
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Co-operative Advertising:
Certain products are jointly advertised by the
manufacturers & dealers together. It is known
as “co-operative advertising”
Ex: Mega Mart & Peter England
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Non commercial advertising:
These advertisements are brought out bycharitable organization mainly to secure
financial help from philanthropists.
Ex: Old Age homes, Orphanages etc,.
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ADVERTISING
MEDIAS
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What is media?
• Media is a medium or a channel for carrying
the intended advertising message to the
target consumers.
• Once the advertising copy has been prepared,
the next step is to bring out the same through
a proper medium.
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FACTORS INFLUENCING THE SELECTION OF
MEDIAI. Cost:
The amount payable to the medium for
bringing out the advertisement
II. Geographical coverage:
The area covered by the medium
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III. Nature of Goods:
Medias suitable for consumer products &
Industrial goods
IV. Demographic Characteristics:
Medias depending upon Age, Sex, Income,
Purchasing power etc, of the consumers
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V. Form of Advertisement:
Selecting the particular form in which theadvertisement matter is to be brought out. If
the advertiser wants it in a written form
together with pictures, he will choosenewspapers or magazines. If he wants it to be
orally conveyed to the public, he will select
radio, & if he wants it in video form he will
choose television.
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VARIOUS ADVERTISING MEDIUMS
A. Press
B. Radio
C. Television
D.Advertisement films & slides
E. Outdoor advertising
F. Point of purchase advertising
G.Direct mail
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A. PRESS ADVERTISING:
Press refers to advertising in
i) Newspapers &
ii) Magazines
Newspapers:• Newspaper reading is a common habit among most
of the educated people. Besides daily newspapers,there are bi-weekly and weekly newspapers also
Therefore, newspaper can be used as a medium of advertisement with great advantage.
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• While selecting a newspaper for this purpose,
an advertiser has to take into consideration
the strength of circulation, the class of readers
it serves, the geographical region over which it
is popular, and the cost of space.
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II) MAGAZINES:
• Magazine or periodicals are an excellent
medium of advertisement when a high quality
of printing in colour is desired.
• Magazine advertisements can be directed
towards a particular class of people. . Thus,
marketers can avoid wasteful expenditure on
advertising.
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MERITS OF PRESS MEDIA
Advertisement brought out quickly. Reaches every nook & corner and therefore
its coverage is high.
Magazines are read more carefully and atgreater leisure. Advertising through magazinesis more effective.
The life of the magazine advertisements is
longer. Magazines are preserved for a longperiod of time and are read time and again.
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DEMERITS OF PRESS MEDIA
The advertisement matter will not reach theilliterate people
The quality of the paper used may be low,
Therefore the desired visual effects may notbe created.
Magazines have only limited circulations.
The price of the magazine is generally high. Somany people cannot buy.
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B) RADIO ADVERTISING
• Radio advertisements are gaining greaterpopularity these days.
• Radio advertisements are normally broadcastalong with popular programmes of music,interviews and plays can be broadcast over
the radio.
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MERITS OF RADIO ADVERTISING
Can reach even illiterate peopleIt has the widest coverage and can reach any
household
Advertisement can be broadcasted at theregional, national and international level
The advertisement appears in the midst of an
interesting programme. Therefore, those wholisten to the programme also listen to the
advertisement
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DEMERITS
Visual effects are totally absent.
Products requiring technical knowledge
cannot be advertised successfully.
Advertisement has to be brief. So, all the
relevant information cannot be given
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C) TELEVISON ADVERTISING
• Television is the fast growing medium of
advertisement because of huge expansion of
electronic media and cable network.
• It makes its appeal through both the eye and
the ear. Products can be demonstrated as well
as explained as in film advertisement.
• Advertising may take the form of short
commercials and sponsored programmes.
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MERITS
Television provides wider coverage
Can reach every household and illiterate
people
Audio as well as visual effects are created
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DEMERITS
Very expensive.
Too many Ads at a time may not give
prominence for anyone
As television advertising is costly, it has to be
brief. So, every relevant information cannot berendered.
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ADVERTISING FILMS AND SLIDES:
• Films are an important medium of
advertisement.
• Business concerns usually get a short motion
picture prepared and distribute it to different
cinema houses for displaying it before the
commencement of the regular shows or
during the periods of intermission.
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MERITS
Short film offers scope for demonstration With audio visual effects best impact is
created
Wider coverage Advertisement appeal is made to different
sections of the people at a time and in the
same place
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DEMERITS
Cost of production is very high
Such films can be screened only to people
going to theatres.
Screening of advertisement films requires the
participation and support of the theatres.
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E. OUTDOOR ADVERTISING
• It refers to advertisements displayed in public
places
• It is of different kinds, such as Posters,
Vehicular Advertising, Field signs, Electrical
displays, Sky Advertising, Sandwich men
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MERITS
Best medium to inform the moving
population
Less expensive
Best impact can be created
Pictures and paintings enhance the value of
advertisements
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F. POINT OF PURCHASE ADVERTISING
• It refers to the display of products by the
dealers near th entrance or inside the
showroom.
• It may be called as “Window Display” or
“Store Display”.
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MERITS
It is the right place to advertise
Not very expensive when compared to radio
and television advertising
Window display of goods is always done in an
attractive manner. This boosts the image of
the business as well as the product.
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DEMERITS
Coverage is much less.
Display, by itself, cannot induce the buyer to
buy.
It may attract the passerby, but there is noguarantee that he will buy
Only large-scale retail establishments can
undertake this kind of advertising
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G. DIRECT MAIL
• Direct mail is probably the most selective of all
the advertising media. It is used to send the
message directly to the customer.
• For this purpose, the advertiser has to
maintain a mail list which can be expanded orcontracted by adding or removing names from
the list.
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MERITS
The advertisement material can be sentdirectly to the prospective buyers
It is easy to measure the effectiveness by
seeing the orders placedIt can be sent at the most appropriate time.
It helps to maintain personal relationship with
the customer
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• DEMERITS
Not suitable if the no. of customers is very
large.
It is necessary to maintain the addresses of all
the prospective buyers.
There is no guarantee that the buyers will
respond favorably.
Postal delays, incorrect address, etc., are some
of the other limitations.
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• MEASURING THE EFFECTIVENESS OF
ADVERTISING:
i. PRE –
TESTS:
The Ad may be shown to a panel of experts,
before it is released to the media. Their
comments can be gathered
Respondents with different socio economic
background may be drawn from different
localities and their impressions may beasked.
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ii. Post test:
A viewer may be interviewed while hewatches an advertisement
The post advertisement sales and profits of
the marketer are an important indicator of theeffectiveness of the advertisement
The respondents may be interviewed to find
out how many of them remember a specificadvertisement.
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CONCLUSION
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THANK YOU
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A PRESENTATIONBY
FANTASTIC “6”