Advertising & Its Various Media

8/3/2019 Advertising & Its Various Media

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ADVERTISING

AND

ITS VARIOUS

MEDIA



GROUP MEMBERS

• JAYANTH PRAKASH

• RENGANATHAN

• MANOJ

• AYYAPPAN

• SUBRAMANI

• VARUN



ROAD MAP

ADVANTAGES

&

DISADVANTAGES

KINDS OF

ADVERTISING

CONCLUSION

INRODUCTION

MEDIAS OF

ADVERTISING



INTRODUCTION



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



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



According to AMERICAN

MARKETING ASSOCIATION ,

“Advertising is any paid form of non-personalpresentation and promotion of ideas, goods or

services of an identified sponsor”



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.



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



• 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.



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.



• 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.



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.



• 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.



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.



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.



ADVANTAGES&

DISADVANTAGES

OF

ADVERTISING



•

Advertisers control the message.

• Communicate with large no. of peoples.

•Effective way to strike immediate responsiveness.

• Create primary demand

• To tackle competitors’ strategies.



• 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.



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.



KINDS OF ADVERTISING



Kinds Of Advertising

Product

Institutional

Competitive

Comparative

Co-operative

Non-

commercial



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.



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



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



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.



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



Non commercial advertising:

These advertisements are brought out bycharitable organization mainly to secure

financial help from philanthropists.

Ex: Old Age homes, Orphanages etc,.



ADVERTISING

MEDIAS



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.



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



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



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.



VARIOUS ADVERTISING MEDIUMS

A. Press

B. Radio

C. Television

D.Advertisement films & slides

E. Outdoor advertising

F. Point of purchase advertising

G.Direct mail



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.



• 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.



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.



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.



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.



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.



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



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



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.



MERITS

Television provides wider coverage

Can reach every household and illiterate

people

Audio as well as visual effects are created



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.



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.



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



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.



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



MERITS

Best medium to inform the moving

population

Less expensive

Best impact can be created

Pictures and paintings enhance the value of

advertisements



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”.



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.



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



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.



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



• 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.



• 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.



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.



CONCLUSION



THANK YOU



A PRESENTATIONBY

FANTASTIC “6”

Advertising & Its Various Media

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