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MEDIA

ADVERTISING OBJECTIVESADVERTISING OBJECTIVESCreate awareness for new products

Inform consumers Inform consumers of product features and benefits price changes Important for building primary demand

PersuasionPersuasion Build brand preference or change buyer

perceptions especially important for building demand in

competitive markets.

Reminder advertising: Reminder advertising: maintain top-of-mind awareness

TYPES OF MEDIATYPES OF MEDIA

ELECTRONIC MEDIAELECTRONIC MEDIA

HISTORY OF TELEVISION

TelevisionTelevision ( Far Sight ) : Telecommunication medium

Combination of optical, mechanical and electronic technologies

1884 – 1884 – (Paul Nipkow) Patented the first electromechanical television system

1907 - 1907 - Rotating mirror-drum scanner & CRT 1926 –1926 – (John Logie Baird) Scanning disk produced

an image of 30 lines resolution 1927 1927 (Philo Farnsworth) Made the world's first

working television system with electronic scanning .

1 September 1928 1 September 1928 - first demonstrated to news media on

1936 1936 (Kálmán ) - plasma television

The world's first television advertisement was broadcast July 1, 1941. The watchmaker Bulova paid $4 for a placement on New York station WNBT before a baseball game between the Brooklyn Dodgers and Philadelphia Phillies. The 10-second spot displayed a picture of a clock superimposed on a map of the United States, accompanied by the voice-over "America runs on Bulova time."

TELEVISION MEDIATELEVISION MEDIA

NATIONAL TELEVISION NETWORKSNATIONAL TELEVISION NETWORKS

ADVANTAGES OF ADVANTAGES OF NATIONAL TELEVISIONNATIONAL TELEVISION

DISADVANTAGES OF DISADVANTAGES OF NATIONAL TELEVISIONNATIONAL TELEVISION

STRATEGIC USE OF STRATEGIC USE OF NATIONAL TELEVISIONNATIONAL TELEVISION

LOCAL TELEVISIONLOCAL TELEVISION Local Affiliates Local Independents

LOCAL TELEVISION STATIONS

CABLE TELEVISIONCABLE TELEVISION News channels Entertainment channels Specialized channels

NEWS CHANNELS

ENTERTAINMENT CHANNELS

SPECIALIZED CHANNELS

ADVANTAGES OF CABLE TVADVANTAGES OF CABLE TV

Similar to National Television Low cost: absolute and CPM More specialized audiences

STRATEGIC USE OF CABLE TVSTRATEGIC USE OF CABLE TV

Targeting with television Some high involvement consumers with specialized

channels EmotionalEmotional (Appeal to psychological, social or

symbolic needs.“Pull at the consumer’s

heartstrings”) Rationale appeals Rationale appeals (Provide information about

functional and utilitarian aspects of the products)

FORMS OF TELEVISION ADVERTISINGFORMS OF TELEVISION ADVERTISING Sponsorships

Infomercials (A television commercial presented in the form of a short documentary)

Participation Breaks within a program

Spot announcements Breaks between programs

AdvertisementAdvertisement

1940 - 1940 - TV commercials

T.V. Schedules T.V. Schedules :: cartoons, celebrity, talk, sports, soaps, news, movies, reality and prime time programs.

Slot Slot Morning slots Morning slots : Morning to 12 noon ($90 to $300)Soaps Time : Soaps Time : 12 noon to 4pm ( $150 to $300 )News : News : local news at noon, 5 to 6 p.m., 6 to 7 p.m., sometimes 10 p.m., and 11p.m ($200 to $1,500 ) most expensive time - 6 to 7 p.m. most expensive time - 6 to 7 p.m. Prime time : Prime time : 7pm to 10pm

Funding: financed by either government, advertising, licensing (a form of tax), subscription

Discount – 5% for 6 month & 10% for annual

Growth – 9% rise in television advertisement volumes in this year (TAM media research) water purifiers, television sets and air-conditioners – 40%In 30 min program – 8 min. commercial 6 min. National & 2 min. Local

TELEVISION VS. NEWSPAPERSTELEVISION VS. NEWSPAPERS Television vs Newspapers- Television

serves more functions in times of crisis and can provide immediate, minimally edited images of what is happening. Such images are usually edited (or censored) to avoid giving offense.

TV can provide “natural” comfort in a way that print media can not.

Because viewing is usually embedded in the private sphere of the home, instead of on the move as often is the case with a newspaper, TV offers reassuring familiarity.

MEDIA CONSUMPTIONMEDIA CONSUMPTION

Are there trends in media consumption that could be accredited to age?

TABLE 4.2TABLE 4.2

BROADCASTING RIGHTS - 1BROADCASTING RIGHTS - 1 "Broadcast" "Broadcast" means communication to the

public- (i) by any means of wireless diffusion, whether

in any one or more of the forms of signs, sounds or visual images; or

(ii) by wire, and includes a re-broadcast; "Communication to the public" "Communication to the public" Means making

any work available for being seen or heard or otherwise enjoyed by the public directly or by any means of display or diffusion other than by issuing copies of such work regardless of whether any member of the public actually sees, hears or otherwise enjoys the work so made available.

ExplanationExplanation.- For the purposes of this clause, communication through satellite or cable or any other means of simultaneous communication to more than one household or place of residence including residential rooms of any hotel or hostel shall be deemed to be communication to the public;

26

BROADCASTING RIGHTS: BROADCASTING RIGHTS: TELEVISIONTELEVISION

Soaps – sponsored and in-house Film songs based programmes Films film based programmes Sit-coms-interviews News programmes Live events FAIR DEALING: FAIR DEALING: section 52(z),115 the making of an

ephemeral recording, by a broadcasting organisation using its own facilities for its own broadcast by a broadcasting organisation of a work which it has the right to broadcast; and the retention of such recording for archival purposes on the ground of its exceptional documentary character; 27

MESSAGEGood advertising creative strategy translates

the brand’s positioning statement into a persuasive and memorable message. A great creative will provide lasting impact even if advertising budgets are constrained.

“ How you say it is as critical as what you say”

SOME OLD SOME OLD ADVERTISEMENTADVERTISEMENT

Dove Evolution in a 2006 Commercial

A Coca-Cola ad from the 1890s

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Presented by:-Sandeep SharmaPGDBM (marketing)For any assistance

contact :- sandeep123z@gmail.com