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The document discusses various advertising media and their merits and demerits, including print, radio, television, and internet advertising. It emphasizes the importance of creativity in advertising and the role of different advertising appeals, such as emotional and rational appeals. Additionally, it touches on the measurement of advertising effectiveness and the strategies for selecting appropriate media based on advertising objectives.

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13 views16 pages

Ad

The document discusses various advertising media and their merits and demerits, including print, radio, television, and internet advertising. It emphasizes the importance of creativity in advertising and the role of different advertising appeals, such as emotional and rational appeals. Additionally, it touches on the measurement of advertising effectiveness and the strategies for selecting appropriate media based on advertising objectives.

Uploaded by

unnatcool03
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF or read online on Scribd
— zt z \0. » Media Decisions ’ ‘magazines a 44 ‘névertising media. Discus the merits nd demerit of various types of 2d Tong ie 2.2 What do you undentand by advising mei? Dicuss the vations types 4 phvsical "Types of met pers can change mings, languages ly. The elect of advertising can be 105 a ouree of advertising meds t) Newspapers have a short rae Periodicals and magari Products reise demons UNIT H: Media Decisions i ats of cst sreeing, rmesage, picture of a product Yo promote their brand Following are other ouldoor advertising media that are often = Posters and wall paintings = Trade fairs ses of the prodict clea tention ofthe customers 1 is conveyed personally, it involves more cos erical work. A special department is suppose to be estab there ae limited number of customers, ignored by the customers hence can sul in waste oft Often this method ‘money and efor UNIT Ih: Media Decisions za puter, technology cam be ated 10 make teleison fe and effective. * on radio. Some interest and get their goods and se ents are ignored by the viewers, Whe iment expersiveé medium to advertise the product Only financially ations can afford this medium. Together sponsor a programme on elevision. Moreover advertisements Fre rege before, after or in mile ofthe programmes. Thus there are a number of 0m ting a large number of advertisements daring Sune. Hence the viewers do not carefully pay attention to al he ion for the purpose of entertainment, for joy not for commercial ‘and prestige of an advertiser. of advertising media: can be & costly affair for small companies though cost per person reached is itade and ap ent that advertisements create nuisance on television. They instead they are more company centered. Hence such ision advertisements has “always been in question duc to isa large scale difference between the actual use of products Exaggerated claimed performance of the product and upgradation of technology internet has now become fool for advertising. Various companies have tried hard to ‘Some companies put their advertisements on their websites, eto emerger fade, many companies presence. This is the reason why they develop their own H websites on the net. Various established companies have put their information on the intémet. of - needs the support of other advertising media tools like print media, radio, television es 4. Moving sides. This is mostly sed in urban aceas fr the purpose of averting, They are used for commercial as well as noncommeril purpose. inthis media of averting mes uct ‘of company move either alternate or in one direction on the slides are operated by electricity or battery. advertisements acts as a demerit of television as an ~ “Shiv Das DELHI UNIVERSITY SERIES ™ Nowadays slides Dealties et publ provide information regarding the current gazines can also be used for the purpose of iples of such magazines. ng ble advertising media for promoting, in ng The firm ca change the location of fe requrement ah wel aentetanment ‘method of approaching ‘magazines is an effective mode of advertising Window tomers. Shops can keep books under the section of ‘Latest 1 is new in the market. 1S tn purpose of lac advertising x ws only afi when a fim want to ave such is at difer Trem able to ananitoniy sual message. Audio message, cd tough this medium. mim nt suitable where Hive demenstbation seeded, Sanable only when short messages are Warsited. Iti not sua te lotr Ereover magarines an frsvals aeocialed with wir Can be communication don of tavellra, Nowadays rescet booking booking of aval Sckets a gh te Lnernet, Henge hi importa foe © tout srt to make lo Go Suupose social medi, inerel acverting, Youtube adverting ce re Fe eid promotion can be ued by the maria. Bee ee cise for Busse School In der to promote a busines school print Bite and cectonie after the flm or during the Merits of using film or literate people. (©) In case of shor films, live demonstration of products can be presented, Comp TV more information can be provided through short films, ‘Demerits of film or cinema as a source of advertising, media: Audience is more interested in watching the movie as compared. to wa advertisements, ee ee bbe & costly tool of advertising. The preparation of short films and stidesis ly as compared to its presentation. Limited coverage. Only those people are exposed to advertisements who mt movie-goers seem cannot be wed in regions where there are no cinema halls is and short films are no interesting they can be totallyignored by the pl advertising media would yout for advertising the following stomobiles and (i) Books. Give ‘ utom tribution Strategy. Distribut and the advertising coverage developed by also influence an 3 choice of advertising mediabIf an advertiser has a nation wide be provided to the customers 0 vertising sto generate positive consumer advertising media for automobil ‘The advertising objective may include to seutltslde physical appearance of th z jective is to create a nationwide product ertiser may use television and newspapers for promotion. Jv Das DELI UNIVERSITY SERIES ty in th to choose that media which appropriate Q.5. Explain the role of ‘complimentary Q.6. Critically examine the Ans. DAGMAR. Defin DAGMAR approach for setting advert vertsing Goals z In case of a low involvement product action may ;prehension due to impulsive buying. mn to spend huge there isa flaw in sales mea tomary thinking by a more objective, imaginative budget making process of advertising. Slate its advantages and disadvantages. ‘refers to Feting pportunty to precely target an audience, enablig them Yo dc | titorised toca lance of internet advertising: Cost of tng are mare effectivé on ny other advertising medium. Strategically placed wed 00 per to reach significantly more people than 4 1. Write a brief note on advertising creativity. creativity in advertising, ned as the soul of advertising and branding, It gives life to messages erwise be bo insignificant in the hearts and minds ret ind not so obvious solutions to a problem. re cplun Vogel, ‘Nothing. is more efficient than creative advertising. Creative monorable and longer lasting.’ In the words of Wemer & Peter Safert, “experiments have found that creative messages get more attention and Tpout the products being marketed but there is no firm evidence that s influence purchase behaviour’ sue to be taken into consideration. ) Stereotypes is another issue connected with interactive media. people's perceptions of themselves or promote socially undesit Q.11._ Discuss the advantages and disadvantages of interactive medis ‘Ans. interactive media is a broad category that encompasses everything from. the target market by establishing feelings of desire to bring about an action. ‘creativity in advertising: to build the marketing mix tive media is that it involves an element of leaming | feractive media tools helps people gain knowledge about curren! involves personal selling, sales promotion, sponsorships. the products of a particular brand from other ilar products available in the market. provides knowledge thereby stimulates thinking, fan persuade the customers to buy the product by making the message more ful and innovative. jes and receivers to build long term trust and cooperation, in building relationships oz ances brand awareness and reach ofa compar ad can generate awareness about a brand, produ set ante Mae yes an i ewe their objectives. interactive media is that it can be intrusive stores ete. use computer generated voices ‘ustomers into the store. Some people may lation, hes ia responds to both positive as w as la ‘media there is alwa comments and fecdbage ” ® WAYS a risk that a brand can suffer from preparing advertisements in order to make eget ise of colours by a firm in its advertisement gaag IVERSITY SERIES UNIT IIl: Message Development » | @.[Link] Advertsing Copy. Discus the various types of advertising copies. Discuss the attributes of a good advertisement ‘Ans. An Advertisement Copy ‘words, advertising copy i ‘powerful impact Ror ‘Product with a setting. The prodi and usage The use of the product is demonst. ims at attracting users through the 9) Sopy is made up of headline, sl Body showing the cus OF brand name. The written content of an ad ae th artis and the layout men. Both the copywriter and ast collaborate to provide i ore bbe used posit ing copy for radio and print media, answers to the (io) Suggestive Copy. I ries to suggest or of the advertiser directly or indirectly to the readers. In such a Copy suggestive language Is freely used where the hidden meaning i» supposed to e'understood by the target market. Such copy can further be classified into direct or indirect copy. Direct copy tells directly about the goods and services to the target ‘market. On the other hand, indirect copy indirectly tells about the goods and services ence. fs interested in shorter advertisements. Being ‘concise can be helpful in taining the objective of advertising, An advertising copy should be tothe point 25 le. ‘A clear copy allows the readers o to grasp the message quickly. ‘copy is unambiguous and sel-expl cone that is easily picked up by target market. Clarity of the copy’ is adjusted as per the local traditions, habits, should create a strong desi to possess the product. Copy writer should fin the pesition ofa customer while preparing an apt advertising copy. For this purpose he may use the most suitable US?” (Unique Selling Proposition). UNIT IT1: Message Development re the essential features of an advertising copy prepared for print m« 6 What a or he important elements of a broadcast copy? fenrry an element AAmad must be honest and rtising copy. Adver ervice, scheme or idea et ‘should bridge the gap between the advertiser and the readers. The ‘Aats of 1940, 50 and and tobacco products are banned in te essential Features of 2 scientifically developed advertising copy? [3 the advertisers ms inpoint the sal ‘must be fully reflective of the manufacturer, lements of an advertising copy for electron “The visual s the main element in a TV commercial. t consists of every ‘ts seen on the TV screen. Facial expressions, gestures and body language are radio elements wsed in TV comm + Talent. Peoph presehters, spokespersons) appearing in a + Frops Pie ae SLNESEAATBR. Teo should etn essential props ofthe product ; ings. To shoot a commercial, setting is organised either in a studio or at tepin designing the advertisement cy It deals with following oe (i) Normally, advertisers present only positive picture ofthe to influence the educated buyers, the adv« Fisement n seein resents only the : present the strongest arguments first. If ng efcts are specified in the script, Graphics an pace 1portant elements for TV ads. r m= ‘example, tory line ‘ vies express Values, teach behaviour 4 senotonal content human ange, for ACT Il Popcom or Comfort fabric etc. show product is used. INIVERSITY SERIES % shi UNIT IIL: Message Development ” advertisement copy shoal ea et aa lated to ap individual’ s es, Emotions att ll types of purchase motions like love, care, pride, humour etc. are that product. For example, helps people in reniember nected with the humour element in the ad. For example, people still by advertisers to help people avoiding the feeling of le de (safe car, pension plan etc. help people in avoiding the ‘Advertisers offering such product or service often use this appeal ITP apped i used to compare the prodadi ether similar product offered by the commpetirs. Advertisers ty to oti produc sipernty oe their state nthe mart = ‘Ant-smugging and hoarding = Consumer protection and awareness. wm the above mentioned advertising appeals, there are some other advertising appeals used by the advertisers to promote their products. These are discussed below: der appeal. Such appeal is used by advertisers for the purpose of building Advertisers use the quality ofthe pr product, ertises target the market which prefers low priced a a ‘mathe products are advertised by highlighting, the Bw F to ensure that the satisfying their need. = Indirect appeal. Such appeal doesnot stress on a human nee but grabs the attention of consumers towards a particular nee 8 What are the differences between rational and emotional advertising appeals? Which ‘of the two should be preferred? Why? or ish between emotional and rational appeals. Substantiate your answers with ‘appeal creates an urge among the consumers amples, particular service. ar ua cts jevelopment eadlines of ten words sell ‘should be long or short as will do for Fear Emotional appeal Positive Emotional appeal (Q.9. What is meant by “Advertising Appeal"? What kind of appeals are used by ant [2 ') Insurance Company According to the given questions: Py surance Company. It uses emetional appeal to sell pan peal to sell insurance ps m very sting fear in the minds of consumers about the harmfal 7 ‘ore than short. Long ads convey a message that luse convenience of Rational appeal to ihlighting are read by 10% more people than rs should not put the headline at the read the body cRIES UNIT HE: Message Development a ry s break in his continues readi fed of headlines in newspapers. fing 2 print advertisement it sh med to reading newspapers which are (be remembered that the more outland: read ate size of the leters should be wed. etree Ee dara Sn Te fe er ceo sae oe ee ae oir mete et Gee a ees oa as = Se ee aes Eberle yell per arom oie Pee cee eee te rane eet mae etre re oaag patronage. The message can be day. Banners that cary a short message are used ne : Measuring Advertising Effectiveness Go Q.1. What is meant by measuring advertising effectiveness? ss the various techniques used 1 measuring advertising effecti how luding Fe aeteal responsiblity in the area of advertising, docs ‘execution ci an advertising progr stomary to measure attention after the event, in terms of mem: ‘ory. Attempts have been made to develop means of testing attention and interest in terms of external manifestations. B. Porfolio test. Under this method the consumers are fle. to an ad. These tests measure an ad's atention seeking power but reveal nothing about its impact on tudes oF intentions. is a mesg he SORTER: ys have a positive impact on sales. Ad- tures, competition, etc. Following, correlated to the past advertising, The results can indicate to what ‘A company spends ies oF products. Instea of sales for advertisement in whether high spending territories have resulted in increasing sales and viceaert 2 1 ecway fo measreadvenising effectiveness? Why? (rots Should effectiveness of advertising be rneatured? If vyes, what should be the sul matter of thei adv tes 2 foots ‘ach medium helps in choosing the most effective medium that dvertisng objectives. Shiv Das DELIM UNIVERSITY SERIES fund for adverts, Measurement of eras Mtanaperert a raeale fr armarhing ot ect be penton adver compar cae Fae ae ear Mey spertonsaveresing sad 9 be an ives (Re den ike ele, Set saver badge! ons not nce m rea of aver yatta soverl remons, Neasrement of avr eras deel hw howe succes an averting campaign ard depending oy {hn ature averting budgets can be desided more rational ‘an question the se of ‘of advertising provides Pre setae uh Son assy ow 2c rie rr eee oe ee ng cmpege me a essai and profits, Incutahroat competion Slate anid tc lan ene Cental ears of contol ore a atten of adversing fives odes Ooi sey sp on adverang Eauabon Help Selo me ee tone saving determines how wl he st bcos ae te scored TAR Monae. An aecute ad through evaluation of adertsing rately ied ‘the chances of success of the advertising programme, but also improves the moti see offic people mene wt se adver amg eae esceetiok adverusingcampaigr therfore becomes necessary forthe management TeR t aechvome of aver Fane ee panels averting feces tsa manage ence bknon whether the message has reached the lrgest rmber of prospective cu ‘Te act cow Measuring advertising eleciveness is mensure to know whether or not the inne and money invested mn crating an advertsement ofthe objective of sles growth and profit maximisation to wll help in secu ve aint efectvencss is mean by examining the following “a Cae on eceuvenss othe adverts campaig o Communkabonflt recarch (i) aes ccvenss of advertising fers Slee research ESE Talc in tinding the overall poct ofa completed adversing nrg and swe sated brand preference et. Thee a | im at measuring the degree of memeraility of methodology i by qualifying the readers in terms of whether they have seen read the specific ise of the magazine which carn the adversement, The rsa | Gf such test helps in ascertaining the extent to which a company’s advertisement has) xd communication impact qualifying reader re shown the magazine cover ae wth he searing names of ciferert brane ae asked to tte which sales effec. The effecivenes of advertisement ie saver UNIT IV: Meseuring Adverthing tifectivenss 6 ‘ndvertisement has been seen by the reader, ad eis asked to 1 a ‘everything about each advertisement identified by him. nn " (i The screen method, Several screens are put over an ad which are then removed cone as recognition is obtained at various levels of visibility. UNIT IV: Measuring Advertising Effectiveness ° (i) Pre-publication control and Contasion contra methods. These are wo more methods often used by researchers, Under pre-pucation conte» rcopriton sanyo Frevowly unpublished advremens ae condaced, Under Confusion ones Inethod some tnpublshed advertzemente se mixed up with some poblfed and then recall is measured, eiitaiieenbcee:t on Gallup Robinson impact Test Callap-Robinson is + commercial research firm that has formulated standardised sided real tts to survey advericmentiipact A epanon shown a magazine cover andi asked wheter he/she has rend te nee ies en eae i ah 1 desert anyhing he/she remember saving in tha se e/a ete pos deck of cards with brand names on them which appeared onthe not sah tasked Reteate Which one he/she remembers seeing in the issue ee Recognition vs Aided rec In the aied rec method the est su s kept closed an he respondents required to answer ently on the asi of his mesnory nee he eset method respondents first quay as readers of a particulae toue Unaided Real Tests. This ia types of al est where the resondents ae at given any cic al the aT proves fe more denn than eed rea oy espns sealing the brands without hep show» ener degree of ponctases of eo Fats arte ma peso aed al woe () Day After Recall (DAR) inthis mcd wes or readers ae after the advertisement appears, ee (i Total Prime Time” Here the majorite of research i (o he major item of research is regarding viewer's viewing ‘Triple Association Test (TAT). This test aims at measuring how much a viewer or reader | has leant about the brand from the advertisement. The respondent is told about some product feature benefit and he's ond the band efor ae which shaving cream ad shows that it contains tea tee oil andthe espondane ne Wika a implies tha the leaning obyective ofthe advertisement s sucessful ert ore ogres lets. The ests ves theta sls eect noe te ad ad hence sey fet et In hs mth he vars stage tough with cetera as Purchase because othe avertsenet ot ule Unde hee ea a (f The Netwpee method (esa groaned ced purchases). It takes a sample population ‘which some have read or viewed the advertisement and othershave eet nea oan those who did not purchase the brand under investigation are found! ape neath 1 helps in ascertaining the percentage of people who bought uncer influence of te andar teat me anes impact of advertisement. An audit may be run on the dealer's im cae act after the advertisement. es ee stoop en tn et )atinde The eg a Stan ates te stones cima ant ty an ne ee ime ose rare oan as an Positive attitude towards the brand can lead to further purchases. aagg

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