ADVERTISING

AND ITS VARIOUS MEDIA

 GROUP MEMBERS
JAYANTH PRAKASH

RENGANATHAN
MANOJ

AYYAPPAN
SUBRAMANI VARUN

ROAD MAP
CONCLUSION MEDIAS OF ADVERTISING KINDS OF ADVERTISING

ADVANTAGES & DISADVANTAGES INRODUCTION

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-personal presentation and promotion of ideas, goods or services of an identified sponsor

CHARACTERISTICS OF ADVERTISING
A paid for, although in case of PSAs(Public Services Announcements) 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 forms of interactive communication to reach broad audiences.

Features of Advertising
It is a paid form of communication. Advertisements appear in newspapers, magazines, television or cinema screens because the advertiser has purchased some space or 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 is why, it is described as non-personal salesmanship. It; is a non-personal form of presenting products and promoting ideas and is complementary to personal selling. It simplifies the task of sales-force by creating awareness in the 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 identified sponsor. 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 with consumers. Makes the job of sales personnel more efficient. Contribute to economic growth by expanding the market. Growth of media by generating revenues for it. Tells & shows uses to the consumers.

Role of Advertising
Marketing Role
Marketing is the process a business uses to satisfy consumer needs and wants through goods and services.

Communication Role

Advertising is a form of mass communication. 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.

Economic Role

Societal Role

Role of Advertising
1. 2. 3. 4. 5. 6. 7. 8. To inform, remind and persuade consumers. Helps in building relationships with consumers. Makes the job of sales personnel more efficient. Contribute to economic growth by expanding the market. Growth of media by generating revenues for it. Tells & shows uses to the consumers. Helping research and innovation by generating more demand. 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 advertisement will 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 whether each one can leave a lasting impression among the consumers.

KINDS OF ADVERTISING

Product

Noncommercial

Institutional

Kinds Of

Advertising
Co-operative Competitive

Comparative

Product Advertising: The need for product advertising arises mainly because 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, Standard fireworks, etc.

Institutional advertising:

In institutional advertisement the focus is on

the company and its services. This type of advertisements are not only for consumers but also for the stake holders like Cr., Dr., suppliers, etc. Ex: Advertisement for submitting pricequotations

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 his product alone is superior Ex: APACHE RTR 180 , racing with other brand bikes.

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 by charitable 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 MEDIA I. 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 the advertisement matter is to be brought out. If the advertiser wants it in a written form together with pictures, he will choose newspapers 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

[Link] films & slides

E. Outdoor advertising F. Point of purchase advertising [Link] 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 at greater leisure. Advertising through magazines is more effective. The life of the magazine advertisements is longer. Magazines are preserved for a long period of time and are read time and again.

DEMERITS OF PRESS MEDIA The advertisement matter will not reach the illiterate people The quality of the paper used may be low, Therefore the desired visual effects may not be created. Magazines have only limited circulations. The price of the magazine is generally high. So many people cannot buy.

B) RADIO ADVERTISING
Radio advertisements are gaining greater popularity these days. Radio advertisements are normally broadcast along with popular programmes of music, interviews and plays can be broadcast over the radio.

MERITS OF RADIO ADVERTISING Can reach even illiterate people It has the widest coverage and can reach any household Advertisement can be broadcasted at the regional, national and international level The advertisement appears in the midst of an interesting programme. Therefore, those who listen 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 be rendered.

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

DEMERITS
It can create only visual effects Conveys only limited informations Effectiveness cannot be measured Outdoor advertising by itself is not adequate. It can only supplement all other media of advertising

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 no guarantee 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 or contracted by adding or removing names from the list.

MERITS The advertisement material can be sent directly to the prospective buyers It is easy to measure the effectiveness by seeing the orders placed It 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 be asked.

ii. Post test: A viewer may be interviewed while he watches an advertisement The post advertisement sales and profits of the marketer are an important indicator of the effectiveness of the advertisement The respondents may be interviewed to find out how many of them remember a specific advertisement.

CONCLUSION

The importance of the product information reaching the consumer is through the advertisement It is the duty of every marketer to select the key promotional activity to survive in the highly competitive market. Thus this presentation infers the importance of Advertising through its various media

THANK YOU

A PRESENTATION BY FANTASTIC 6