Introduction *° 4. Advertising Suppliers/Vendors Advertising suppliers are persons and institutions that assist the advertisers, advertising agencies and media to create and implement advertising campaigns. Advertising suppliers include artists, script writers, photographers, videographers, directors, printers etc. 5, Target Audience/Customers Customers of the advertiser are most important parties in advertising. The ads are meant to influence the buying decisions of the customers. The advertiser and the advertising agency are required to create ads to impress the customers. Advertising campaigns should be based on the emotions and sentiments of the customers. If an ad campaign fails to impress the customers, then it would be difficult for the advertiser to meet his advertising objectives. Advertising Agency Advertiser Advertising | Suppliers Target Audience Figure (1.6), Key Players in Advertising Industry Advertisement Agencies Increased rate of advertising in different media gave rise to anew profession called advertising agency. An advertising agency or ad Tan isa service institution dedicated to creating, planning and pes se adercining for its clients. An ad agency is independent from 7 jae move an outside point of view to the effort of selling ee : ra ee services. An advertiser appoints an advertising mole oe Bro luce and distribute advertisements to help his commen ing efforts. The advertising agencies receive fees or mM ‘om the advertisers for the services rendered by them. @ scanned with OKEN ScannerSo - Advertisement and Sales Managet Definitions \ > According to American Association of Advertising, “an advertising \ agency is an independent organisation of creative people and paring business people who specialise in developing and pr market plans, advertisements arid other promotional tools a marketing > According to Philip Kotle: : preparing, service firm that assists its clients in planning, s of advertis “advertising agency is implementing and evaluating various activiti¢ campaign.” Need and Importance of Ad Agencies An ad agency works for clients to create an effective and goal oriented advertising campaign aimed at representing the Company help clients es of its target customers. Ad agencie ive and unique ad campaigns positively in the e by creating attention grabbing, per; nd prominent in the minds of customers. The that make the bra following points show the need and importance of advertising agencies in modern marketing: 1. They perform all advertising activities on behalf of the clients and relieve them from the tensions in connection with advertising planning and execution. i They create the ads, plans how, when and where it should be delivered and hands it over to the client, .\ 3. They will create an ad after collecting and ana about the product. ing all information They will conduct research on the company and the product and reactions of the customers. 5. They collect feedbacks from the clients as well as the customers and then decide the future course of action 6. Advertising agencies bring together expertise and experience of the advertising. They maintain people with the require? various sub-disciplines of @ team of experts such as planets copywriters, artists, researchers, Photographe: rs and directors: @ scanned with OKEN ScannerIntroduction \we 37 7, Advertising agencies are highly professional. They operate in a “nique way. Ad agencies being outside institutions can be objective. They can offer independent viewpoints and suggestions to the advertisers based on an objective analysis. Functions. of Ad Agencies The following are some [Link] major functions performed by advertising agencies; ‘Ad agencies conduct complete marketing analysis. They develop an advertising plan. They create new promotional ideas. They design ads and write ad copies. They plan and conduct advertising campaigns. ‘They develop and implement a media plan. They book advertisement space and time. SnNan Fr ONE They conduct research in order to distribute the message to the public successfully. 9. They collect feedback from the target audience to decide on whether to revise the message and the media. Services of Ad Agencies In addition to the general functions, many ad agencies offer a variety of other services. These include; 1. Public relations 2. Organizing exhibitions and fairs 3. Preparing all kinds of publicity material 4. Planning and organizing special events (event management) Selectio f Agency The following factors influence the selection of advertising agency; 1, The selection of an advertising agency depends on the competency of the agency. The needs of the company determine the fitness of the @ scanned with OKEN Scanner~ __ yanaBe™L troduction ssorme"orypes of Advertisement Age \ - cor } Advertisement and $4 g agency. The advertiser chooses an agency on the basis of P® and merits. | The important types of adver oo Apenep rena isin, 1» PUM Service Agencies ising . the adver NE The advertiser evaluates the team of experts 19 EA" arke| agency. The team includes management special ers ang 3. Creative Agencies researchers, copywriters, media experts, production mana&* . art directors. The attitude, thinking, experience and pers 2. Interactive Agencies nalities of 4. Media Buying Agencie: the team members greatly influence the selection process | 5. In-House Agencies 3. Experience and Goodwill 1. Full Service Agencies | The experience and goodwill are closely examined by the Full service agencies are advertisers before selecting a suitable advertising agency functions in connection with a stages of advertisement. Th different departments / divisior The range of services rendered is evaluated by an advertiser il athering data of the adverti order to select a suitable advertising agency. Small agencies provides. media. limited services while large agencies offer wide range of services. The greater the range of an agency’s services, the more fully it can serve. Interactive Agencies the clients’ needs. 4. Services These agencies use mod 5. Creativity juse online advertisements, : ; \etc. for delivering ads to th Creativity is the main element in advertising. If the advertising highly interactive and inno agency is capable of great creative efforts, it is selected for the purpose, =n Style, clarity, impact, and action are taken into account while> Creative Agencies evaluating creativity. i es ty. Creative agencies c er ebtatica ‘innovative ad for the client —— jhigh end creativity in ad Ad + can a dvertisers have to consult and communicate on varioU§ advertising services excep Vvertising problems. This can be done quickly and economically, the office of the agency is within easy reach of the advertiser. |" SPecialised Agencie 7. Billing and Fees | These agencies offer such as real estate, finan gency for its services is a major fact®f Specialised agencies cont —— The fee charged by the aj influencing the selection of a @ scanned with OKEN ScannerIntroduction 59 ‘Types of Advertisement Agencies ‘The important types of advertising agencies are described below; Full Service Agencies Interactive Agencies Creative Agencies Media Buying Agencies Omen In-House Agencies 1. Full Service Agencies Full service agencies are big ad agencies which perform the full functions in connection with an advertisement. They manage the entire stages of advertisement. These agencies employ expert people for different departments / divisions of advertisement. They start work from gathering data of the advertisement and ends at payment of bills to the media. 2. Interactive Agencies ‘These agencies use modern forms of communication for ads. They use online advertisements, messages on mobile phones, social media etc. for delivering ads to the target customers. The ads produced are highly interactive and innovative. oe 3. Creative Agencies Creative agencies concentrate on producing creative and innovative ad for the clients. They are usually small ad agencies with high end creativity in ad making. Creative boutiques offer no other adver ‘ising services except the creation of innovative ads. 4. Specialised Agencies These agencies offer their ad services within a certain industry Such as real estate, financial services, medical and educational fields. Specialised agencies concentrate on specific areas. @ scanned with OKEN Scannerem 60 Advertisement and Sales Man28' 5. Media Buying Agencies i: A yr other They just buy space for ads and sell it to the advertisers ‘ sision - : are e ad agencies. They arrange space and time for ads in different te! — cate i sec c channels and radio stations and ensure that the ads are teleca: the specified time and place. 6. In-House Agencies /\)\ |; ed a : Big organisations set up their own ad agencies for managing the advertisement related functions. In-house ad agency is an. internal ad agency which | works only for the organisation. The responsibilities of an in-house agency are similar to that of a full service ad agency, One of the major advantages of maintaining an in-house ad agency is that the organisation enjoys full control over the advertising process. Advertisement Campaign An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication. Advertising campaigns appear in differen! media across a specific time frame, An @ common theme and one or few br. ands or products, directed at ! Particular segment of the market, @ scanned with OKEN Scanner—_—_—- ‘ ales Manage™ “sdvertisement and si in India ip Indit nD Advertising gulate advertising » There are two major system? to re! They are as follows: a Regul oSelf Regulation bY py the Governm ation by the Government and the Advertising Industry ent : ws for 4, Regulation ia devised cer following are h contain pro’ of Indi ents. The ment whic! The Government regulating advertisem’ enacted by the govern the countrys visions advertising in 1), ‘The Drugs and Magic pemedies (Objectionable advertise Act, 1954 «advertisements of pharmaceutical products and ses. The law clearly states that_no for any disease. t, 1969 The Act prevent drugs claiming to cure _diseas advertisement should promise magical cure oy The Monopolies and Restrictive Trade practice ac ements which The Act established strict measures to stop adver" damage the consumer interest and promotes unhealthy competition. 3) The Consumer Protection Act, 1986 file a complaint th are included As per the provisions of this Act, a consumer ma = Bee to false. and misleading advertisements, wh inder the definition of unfair trade practices : 4 C el 4) Cable Television Networks (Regulation) Act, 1995 The legislation: is under thi: adverti . is Act regule igcriesta wescaineease Hie — V . the programmes and work in India. 5)’ 5) Drugs and Cosmetics Act, 1940 This law im : poses penalti in the marketi ies for fals ; rketing of drugs and caamens pd misleading advertising : s in the count ry. @ scanned with OKEN ScannerIntroduction B 6) ‘The Indecent Represent (Prohibition) Act, 1986 Indecent representation of women in advertisements is strictly prohibited in the country as per the provisions of this Act. Strict legal actions and penalties will be imposed on advertising agencies and companies who violate this Act. \y) Motor Vehicles Act, 1988 The Act prohibits advertisements on the sides of road that obstruct drivers and may cause accidents. As per this Act, advertisers have to ensure that their outdoor ads are not causing any problems to pedestrians and vehicles on the road. Regulatory Authorities The Government has established certain authorities to monitor the operations of different industries. These authorities are entrusted with sufficient powers to regulate advertising in the respective fields. Some of the important authorities are; 1) Insurance Regulatory Development Authority (Regulates ads by insurance companies). 2) Telecom Regulatory Authority of India (Regulates ads in communication industry). 3) Securities and Exchange Board of India (Regulates investment ads by companies and protects the interests of the investors from false advertisements). 4) Reserve Bank of India (Regulates advertisements by banking and financial institutions) fi 5) Medical Council of India (Regulates advertisements by As WAC. pharmaceutical health care institutions) MCT 2. Self Regulation by the Advertising Industry enon pyaene ae ___Morder to counter and manage the various issues and criticisms in the field of advertising, advertisers have established several self regulation measures. These measures aim at ensuring fair practices ‘advertising campaigns by companies. Advertising Standards Council @ scanned with OKEN Scanneri. Advertisement and Sales Management, . by of India is the prominent self regulation agency set uP by th Advertising Agencies Association of India (AAAI). Advertising Standards Council of India (ASC!) . i blished The Advertising Standards Council of India was established in Ae ja (AAAI). The 1985 by the Advertising Agencies Association of India ( i : = ising. Its r r objective of ASCI is to promote responsi dvertising. ee is to enhance the confidence of the public in Advertising. ASCI thus : = g Standards aims to maintain standards in advertising. The Advertisins Council of India created a ‘Code of Advertising Practices’ to maintain the quality and standards in advertising in the country. All advertising agencies and media channels are expected to follow this code. Objectives of ASCI The important objectives of ASCI are as follows; ae prea - \ 1. To monitor ,administer and promote standards of advertising practices in India. 2, Ensuring the truthfulness and honesty of representations and claims made through advertising and safeguarding against misleading advertising. «3. To ensure that advertising is not offensive to generally accepted norms and standards of public decency. 4. Prevent the indiscriminate use of advertising for the promotion : of products or services, which are generally considered as ~ hazardous and unacceptable to society. 7. To administer, Promote and publici: practices. : @ scanned with OKEN ScannerIntroduction vet oe 15 g, Setting up of Consumer Complaints Councils (CCC) to examine complaints against advertisements in terms of the Code of Advertising Practices and report thereon. 9. Encourage the consumers and general public to complain against advertisements with which they may be unhappy for any reason and ensures that each complaint receives a prompt and objective settlement. The Code of Advertising Practices |! | The Advertising Standards Council of India created the Code of Advertising Practices. The code contains important norms to maintain “Vine quality and standards in advertising in the country. The purpose of the Code is to control the content of advertisements. The responsibility for the observance of this Code for self-regulation in advertising applies to all who create, place or publish advertisements in India. It applies to all advertisements read, heard or viewed in India even if they originate or are published abroad. ‘The code clearly states that “advertisements should be truthful and fair to consumers and competitors within the bounds of generally accepted standards of public decency and propriety. Not used inately for the promotion of products, hazardous or harmful to society or to individuals particularly minors, to a degree unacceptable to society at large”. The ASCI has issued specialised self-regulation guidelines for the advertising of automotive vehicles, food and beverages, fairness products, educational institutions and programmes and political and government advertisements. Key Principles and Standards of Self-Regulation in Advertising According to the ASCI Code of Advertising, advertising is an important and legitimate means for the seller to awaken interest in his products, The success of advertising depends on public confidence. - Hence, no practice should be permitted which tends to damage this @ scanned with OKEN Scanner6 Advertisement and Sales Manageme" The important principles and standards established bY de for self-regulation in advertising are as follows: jaims 17 1. Truthful and Honest Representation: The © ae ao should advertisements must be truthful and honest. Companies | avoid misleading advertisements. (\\ 01 | ! 2. Non-Offensive to Public: Advertisements should not b' to generally accepted standards of public decency. Ind vulgar ads should be strictly avoided. Advertisements $ contain anything that cause defamation to women. 3. No Ads for Harmful Products: No advertisements shall be made for the promotion of products that are harmful to the society. Advertising promoting crime, causing violence, intolerance ete. in the society is to be strictly avoided. Advertisements addressed to minors shall not contain anything which might result in their physical, mental or moral harm. [| e offensive ecent and should not 4. Fairness in Competition: Advertisements should observe fairness in competition. Utmost care has to be taken while comparing a product with the similar products offered by the competitors. Advertisements shall not be similar to the advertisements of other advertisers. An advertiser hall not copy the slogans, theme, images and visual presentations of other advertisers. The Consumer Complaints Council (CCC) The first and foremost mechanism to prevent unfair advertisins Practices in India is the Code of Advertising Practices, ‘The code giv the norms and principles fo: ting and m : T setting and maintaini andaré® in advertising. It acts as a eee) valuable mechanism of self regulation f © organisations. Another mechanism © prevent unfair advertising in the country is the Consumer Complain Council (CCC) established by the ASC. The major functions of the CCI; advertising practices of th following are some of @ scanned with OKEN ScannerIntroduction ” 1. The CCC acts as a monitoring agency which examines the advertisements in the country. 2, The CCC gives recommendations to advertisers to modify and cancel their advertisements in case of any. violations of the law or the ASCI code of advertising. 3. The CCC receives complaints from the consumers and the general public against ads which are considered as false, misleading, indecent and illegal. 4. The CCC receives complaints from the Board of Governors (governing body) of the ASCI against unfair advertisements. 5. The CCC conducts enquiries and investigations based on the complaints received and adopts adequate measures for the settlement of complaints. Ethics in Advertisement Ethics refers to the moral values and principles that influence the behaviour of individuals and institutions. Advertising is subject to moral values and social norms. It exercises considerable influence on the tastes, lifestyles, and behaviour of the members in a society. Ethics in advertising puts some moral and social responsibility over the advertisers. Advertising plays a major role in influencing and transmitting social values as a result of its popularity and dominance in the mass media. Unfair advertising strategies persuade consumers to buy inferior or substandard products. False and misleading advertisements, fake claims of product quality are some of the unethical practices in advertising. So companies have to follow certain ethical standards while formulating their advertising strategies to Protect the interests of the consumers. The President of American Association of Advertising Agencies, John 0’ Toole has described advertising as “It is not related to studies, Dut it educates. It is not a journalist but gives all information and it is @ scanned with OKEN ScannerAdvertisement and Sales Management S$ veryone”. The supporters. not an entertaining device but entertains everyone”. The st pp of advertising state that it provides information and facilitates . fi society. Bi e critics orf improvements in living standards for the society, But the . a ss materialism and opponents of advertising state that it promotes materiali is i ing int i an information, more propaganda (misleading information) than informati Forms of Ethical Violations in Advertising It is true that advertising offers many benefits to the company and the society. But, there are some ethical issues in advertising, Critics of advertising say that most advertisements challenge social values and culture of the society, As a result of advertising, people are bothered about the external appearance and design of products rather than the utilities. The ethical aspects of advertising can be studied on the basis negative impacts of advertising on the society. Some of the negative aspects of advertising on ethical grounds are as follows: 1. Deceptive and Misleading Advertisements The relation between the company and customers is well maintained if the customers are satisfied with what they saw in advertisement and what they got after buying that product. Ifa company shows a false or deceptive image and an exaggerated image of the product in the advertisement, then it will mislead the In deceptive advertising, adv buyers. ertisers use untrue statements and images in the ads. This type of advertising is d ; they intentionally mislead them by the characteristics and quality of the produ: angerous for consumers as musrepresentation of nature, ct. Deceptive advertisements may Pictorial misrepresentation, In oral 0 fake promises and statements aby Price, offers ete. In pictorial misrey to attract the consumers, 3-D ima include oral misrepresentation nisrepresentation, advertisers Us? out the product quality, benefits: Presentation, fake images are use ses and graphics are used in ads a g $a a tract the customers. But the real Product will be entirely differe™ from the images and videos shown in the advertisement. @ scanned with OKEN ScannerIntroduction 19 | 2. False Claims False claims in. advertising give consumers an incorrect understanding or belief about a product or service being offered. False claims in advertising damage the interests of the consumers. They trust on the fake claims made by the advertiser and lose their money in sub standard products. Nowadays, many companies use the terms » organic’, ‘natural’, ‘pure’ and ‘eco-friendly’ while advertising their products. But consumers realise that the claims are false when they buy and use the product. 3. Obscenity in Advertising The use of nudity, indecent images, uncultured languages, words and captions in advertisements is a major ethical issue. Most companies see nude images as an essential thing for promoting the sales of their products. Obscene ads are indecent and degrade the moral values uphold by the society. Advertisers use obscene images and indecent captions to increase attention of the people. Most of the advertisers assume that obscene images and visuals increase the appeal of the advertisement which may increase the likelihood of purchasing a product. Some advertisers are of the view that obscene ads contribute to the consumers ability to remember a brand or product. 4. Subliminal Advertising Capturing the minds of the consumers is the main intention of ads. Subliminal ads are made by advertisers to mislead the consumers. This is an unethical way to influence the minds of the consumers. The ads are made in such a way that the consumers are unable to realise that it has made an impact on their minds and this results in buying unwanted products. Subliminal advertisements communicate More indirect messages than direct messages. It provides certain hidden, inner and dual meanings. For example, in most films, smoking and drinking scenes occur many times. This leads to a thought that Smoking and drinking are not bad and are necessary for maintaining Social relations. @ scanned with OKEN Scannera restiessesnneeceearcctearctesstoantesseenreses Advertisement and Sales Mana" 80 5. Surrogate Advertising where advertisements of certain products are It-occurs in cases A ermitted by the law. Certain cigarettes and alcohol companies it their ing. They indirectly remind people abou! her products having the same brand names. of advertising in the case of banned products. such products not p use this type of advertis' brands by advertising ot Companies use this type They do not advertise directly for the promotion of instead, ads will be made for some other subsidiary or secondary products manufactured by the company in the same brand name. Companies manufacturing liquor and tobacco products utilise the | possibilities of surrogate ads in their advertising campaigns. 6. Advertising Clutter ‘Advertising clutter refers to the large volume of advertising messages that the average consumer is exposed to on a daily basis. ‘The day-to-day life of a modern man is overcrowded with ads. Uncontrollable crowd of ads in public places is a major problem created by advertising. Highways, bus stations, public transports, railways, air ports, hospitals etc are filled with signboards, hoardings, wall paintings and all other kinds of ad materials. This disturbs the free movement of the people and spoils most of the public places. 7. Hidden Costs Advertising requires a lot of money which are recovered by tht companies from the consumers. When a customer buys a product the price of the product includes advertisement expenses also. ‘The advertisement expenditure of a company is borne by the custome! 8. Confuses People 7 Advertising creates confusion in the minds of people. It can lov" © sa confidence of consumers by making them feel they are not® good if they do not look a certain way or use a certain product: 9. Corrupts the Minds of Youth 7 Itis argued that advertisements corrupt the minds ofyounes™™ lvertising promotes smoking and drinking among youths. In sof “4 @ scanned with OKEN ScannerIntroduction 81 cases, advertisements promote the youths to commit crimes and undertake activities at the risk of their lives, 10. Causes Dissatisfaction among Poor People : People with less purchasing power cannot afford to buy articles even though advertisements create a strong need in them. Thus a section of society remains unhappy. 11. Promotes Materialism Modern advertisements are in the heights of commercialisation in propagating materialism and undermining human values. Advertising causes people to give too much importance on material goods. People are prepared to work long hours, or even turn to crime in order to gain the goods they like. 12. Makes People Greedy Advertisements can cause people to be dissatisfied with what they already have, and make them want more. Being exposed again and again to products which one cannot afford generates frustration and dissatisfaction. 13. Feeling of Insecurity Some advertisements create felling of insecurity among the audience by giving fear appeal. For example, ads of some accident insurance and life insurance create excessive fear. It promotes the feeling of insecurity in the minds of those persons who cannot afford these policies. Stereotyping Stereotype refers to the generalised belief about the characteristics and behaviour of people belonging to different sections of the society. General beliefs about the characteristics and behaviour of males and females are examples of stereotype. Stereotyping is oversimplified ‘Presentations of any group in society which is useful in conveying Product related messages to the target market. But in real life situation, the process is more complex than what is shown in the ad. Removing @ scanned with OKEN ScannerAdvertisement and Sales Mai It is highly useful in selecting the best ad copy from the availab) ad copies. It is useful to avoid ineffective ads. nt ofan ad i aign. This hel It reveals the total cost requireme ampaig helps ve ad campaigns advertisers to avoid expens Advertising Media and message dissemination. Mes is properly disseminated to the target audience dissemination of message requires a medium. In medium refers to a channel of communication carrying the ad message to the consumers message delivery 5 product related me: is the plural of the term ‘medium’. Advertising media refers the modes or means through which the advertisements ce message creation The two major dimensions of advertising age creation is meaningful when it Transmission or ng, te dverti It is the vehicle for defined as o s. Media can be stem in advertising. There are various forms of medium used in ¢ sages to the target consumers. The term Advertising media fill the communication gap between the produce seller and the buyer. An ad message flows through the ad media fF the advertiser to the target audience Media Planning of messages to the target a . Planning is message dissemination. It helps the the type of media to be used. Pl; and place p to use the media in order to suce audience. So media pl ; time, place and space to accomplish advertising Obje Process involvi Media planning refers to a series of decisi ions involving the di audience, The central ther advertiser to deter™ yume anning is necessary to decide the cd casfully reach the de anning refers to the proc s of selecting ™ , orl st to dis: 7 isseminate advertising messages 7 x tives. Media planning is defined ing series a! Of decisions made to search and sel 4 @ scanned with OKEN Scanner‘Advertisement and Sales Manas ‘Types of Media Advertisements come through various media. Some of the important types media used for advertising are as follows; 1. Print Media 2. Broadcast Media 3. Outdoor Media 4. Direct Mail Advertising Media 5, Internet Advertising 6, Others 1. Print Media Print media is one of the oldest and basic forms of mass weeklies, ma communication. It includes newspapers, rint media has the monthlies and other forms of printed journals. P advantage of making a longer impact on the minds of the reader, with more in-depth reporting and analysis. Print media is relatively cheap and does not require access to any technology for using them. Advantages ‘The following are the major advantages of print media; 1) It is less costly compared to broadcast media. 2) It is highly useful for targeting educated group in the target market. 3) It is useful to give detailed information about a product or service to the target audience, 4) Di . . ) Different types of print media (newspapers and magazines) h@* a loyal readership. This can be very useful for advertisers a5 compared to other advertising media. 5) i i ) In the case of targeting a particular geographical area, print medi# is eal Ne example, a local newspaper would be a best medi? to advertise about a new product in the market a ] @ scanned with OKEN Scannersemen Appel aiid Media igo 129 major drawbacks of print media are; ‘he ; : : print media do not have wide reach compared to which can target a global audience, broadcast media print media cannot offer the audio and visual impact re 4 an audience. ‘quired by 3) print media requires 7 long time to disseminate information to the people. Information may become obsolete by the time it appears on the print media. It is difficult to schedule advertisements for publications that run monthly or quarterly. The advertisers have to fix the date and time of the ads in accordance with the publication schedule of the magazines. 4) 5 Ads through print media will be effective only when the target audience have the time and desire to read. 2. Broadcast Media Broadcast media usually refers to media such as TV and Radio. Broadcasting is the distribution of audio and video content to a dispersed audience via any audio visual medium. It is the most epular type of advertising media worldwide which facilitate a speedy issemination of information to people. Broadcast media help Wetisers to reach a very large number of audiences and give their Pducts instant popularity. : ‘ivantages Major advantages of broadcast media are aS follows; The int media. ey reach a large audience compared to P' + to the target y gual impac aug Ttisers can give audio and visual imp g) lence with the help of broadcast media. Tis i throu! 1, SAvertisers can make a fast delivery of a4 Media, jdhacaiainlie inns gh broadcast @ scanned with OKEN Scanneryertisement and Sales Manager" ” ‘a can be easily, modified, adjust Ad} ed or 130 4) Ads in a bro deleted imme adcast medié jately- wee actively involved not have to. be even 5) Inbroadcast media the viewer JOS to receive message Disadvantages . ajor drawbacks of broadcast media; are some of the m: int media. ‘The following 1) Broadcast media are expensive compared to Pt , 2) Ads may not get the attention of the audience aS they click to other channels or stations. 3) The exposure of the ads depel and viewership of the medium. sually short and so the nds on the rating of the programmes 4) Broadcast ads are U: y do not convey more about the product. advertisements are not creative then people do not do not buy the products. ent involves hiring scriptwriters, or an advertising agency. So, 5) If television show interest to see them and Producing a broadcast advertisem' 6) 0 editors, actors, announcers, vide it is a complicated procedure. 3. Outdoor Media Outdoor advertising media help advertisers to make promotional ee ae to popularise their products in the target market. is ne : oe = eae 2 Types of outdoor advertising include exteriors of = ings, signboards, posters, ads on the interiors and of buses, taxis and business vehicles. Advantages The major advant Ww tages of outd i ji loor media are as follows; Outdoor ads give 24. eye: give 2: ' 4-hour exposure to the public eye. Outdoor adverti ~ ertisem¢ to reach potential ee are one of the most cost efficient ways ‘ustomers. {0 rint i : print and broadcast media, It is less expensive compa" 4 @ scanned with OKEN Scannerene Appeal and Media aio S . 131 outdoor ads Bor more tention of the people compared ) awspaperss TV or radio. People are exposed d to ads in m ea toa nether they like it or not. They naturally fogs Mtdoor ad ‘ focus o - : 7 qavertisements when jammed in traffic or wait mae Ng at the bus sto, outdoor ads work on the advertising pring * outdoor ads usually stay in a spot for a per more and people see the same message a nw iple_ of frequency, tTiod of a month or mber of times, itis highly useful to deliver product mess; particular geographic area. ‘ages to people in a Disadvantages The following are some of the major drawbacks of outdoor media; }) Outdoor media offer a very low exposure time. They draw only 2- 3 seconds of a reader’s time. Messages in an outdoor ad must be brief to fit in the limited exposure time. 3) Lack of availability of suitable outdoor advertising spaces is a problem major problem of outdoor media. ‘| Itallows the advertiser to deliver only simple and short messages. Small space for text, phone number, location map and other details, 9 Anti environmental if the advertiser has to chop off trees for Visibility, §) ife and Hazardous during strong wind,-can cause damage to life Property, om : 4, Direct Mail Advertising Media ges to target pre-selected areas. Direct cong Bet Mail advertising sends advertising, at “digs ® through the mail, either addressed i "all agus Of Waddressed and delivered to pre-selec tcards, letters, Maile, TtSing includes advertising through POS r commercial "echa*Culars, samples, catalogs, CDs and a used direct “sing materials. Direct mail is the most es @ scanned with OKEN Scanner‘Advertisement and Sales Mat 132 marketing medium. It ¢ ges cheap an be directed to a specific target audience and send messai y using bulk mailing rates. Advantages : as follows; ‘The major advantages of direct mail ads can be prepared a small promotion response from the target audience. ype makes it mail advertising media are Direct quickly. The advertisers can ec 7 Tecpare and mail within days or weeks. 2) They can generate quicker ‘The inclusion of an order car nient for the consumer to respond to ailing lists advertisers can 4 and return envelo convei direct mail. With the help of carefully developed m: 3) be more selective in targeting their aud iences compared to most other media. Direct mail media are useful to hide the advertising strategy of a 4 petitors. With the help of direct mail media, company from its comy advertisers can run confidential ad campaigns. Direct mail media are more personal. They address consumers 5 oe by name. The message of the salés letter is directed at a particular person in direct-mail campaigns. 6 Direct-mail advertising is cost effective. Advertisers can easily ie colorful or eye-appealing brochures with their computers and print thousands of copies afford: i i abl Ne: ly with the help of their The results of dire i ‘ct mi ia campai i ty toa abled : ail ar campaign are highly measurable pari ‘omotion mai Tesponses received from them. Serer Disadvantages @ scanned with OKEN Scanner1p ma treat mai 133 rea : consumer may treat mailings from compani, 3) wat als. A lot of it will go directly into the garbage aS useless re umers are skeptical of : ; ny cons : the reliabili 3 eeeised through direct mail. ‘lity of products a is f Most direct mail ads fail because of low Tesponse from th ‘om 4 consumers: ie advertising in this media requires detailed mailing list of customers. Errors and lack of regular updations in the maili list reduce the success of ads through direct mail media. ‘ Internet Advertising Internet or Online advertising is a form of promotion that uses the Internet and World Wide Web to deliver ad messages to attract qustomers. Different forms of online advertising are contextual ads onsearch engine results pages, banner ads, blogs and social network advertising. A major benefit of internet advertising is the immediate publishing of information that is not limited by geography or time. Objects of Internet Advertisement The major objects of internet advertisement are as follows; 1. Mass publicity and promotion duct related messages Intemet ad facilitates communication of pro ortant “alarge number of people. Extensive brand promotion is an imp tive of ‘Eetive of internet advertisement. de ffecting interactions the customers In 7 E ith tig t@™*t ads aim at increased interactions WT ations and online and these interactions result in bette in “eased Nae a M mising offline sales pany ‘htm, line sales of the o *houg et ads focus on increasing the 7 © Use of a digital coupons Of vouchers: Ai @ scanned with OKEN ScannerAdvertisement and Sates \4, 134 — asing online sales ment aims at growing sales through fe d more customers visit the website By and online purchases. the 4, Increi Internet advertise of the company. More bins company for product details 5. Provide information Essential brand information can be easily conveyed to the customers with the help of internet marketing, The brand can aya, send messages to the potential and loyal customer through this medium of advertisement. Internet advertisement is relatively quick, easy and has a more significant impact on the customers. Advantages of Internet Advertising The merits of advertising through internet are as follows; 1) The internet ads give the products a wider coverage. 2) The cost of ads through internet is more affordable than other media. 3) Online ads are much faster than offline ads. 4) In internet advertising the advertisers are able to. convey mor details [Link] products to the audience. 5) It is easy for the audience to give their responses to internet a compared to ads on other media, 6) The ads through internet can be modified or updated veryeasi- Disadvantages of Internet Advertising he major disadvantages of internet media are; 1) Internet ads 1 People wi SS ; co. each peop! mp} : : le who have access t 7 2) Consumers can i 7 avoid eae ti 3). Ada ®t bypass most of the ads in interne! in i S by distracting te create a negative impact on the cons™™ 4) The internet con: Meena tueY browse internet seriously the advertigens + penn BuMerous websites. It is not possibl® 7 Proadeast their ads in all websites. @ scanned with OKEN Scannerisementt Appeal and Media ee overload of ads is major problem of j i —— ~ internet, W, 4) 7 much ads, they choose to ignore them, hen People see + Media 5, othe! spe folowing are some of the other media used by the ad Wvertisers; 1) Film Ads Film or Cinema advertising is a very effective way of deliver: uct related message to the target audience. It possesses : large oitentiality to generate huge response from the public because the viewers are forced to watch advertisements while watching films. Film aivertising medium enjoys both audio and video effects which help theadvertisers to easily catch the attention of the audience. The major drawback of film advertising is that it communicates message only to people who come to the cinema halls. 2) Point of Purchase Ads (PoP Ads) Consumers are making their buying decisions in the store. Point of Purchase advertising refers to advertising at the place and time of hutchase. It is also known as ‘In-store advertising’. Point of purchase avertisements include placement of a product in visible locations in ‘Store, point-of-purchase displays, displays, counter displays, floor “aids display, banners of any kind, and all types of open and closed splay cases. 4 ) Tele Advertising es as the media | spective buyers | none calls t ad u | ge uh for 7 “ advertisers use telephones and mobile phon toys, TOduct messages are delivered to the Pros "ay # telephones or mobile phones as, ‘cold { calls’ ( “ Product) or SMS. Yey HOW Page Advertising (YP Ads) ; | 4, {low : enterera | * the na Pages are telephone directories ° jnted on yellow color | ME suggests, such directories are P™ | ‘ — @ scanned with OKEN Scanner ies of business136 Advertisement and Sales Management paper. Online Yellow Pages are now available. Indian Yellow [Link] is an online business directory in India. YP Ads refer to advertisements placed in a business telephone directory. Customers referring yellow pages are more likely to buy the products because they seck to identify the most suitable seller close to their location. Print Media t Broadcast \ Media \A\ Type of \ Media ro AY Internet | { Outdoor \ wy \ Media Direct \ Mail Figure (2.3), Types of Media Permiceinn wes |. @ scanned with OKEN Scanner