INTRODUCTION TO ADVERTISEMENT

A Dissertation
Submitted the central department of journalism and mass communication
Tribhuvan University, kritipur, Kathmandu
Nepal
In Partial Fulfillment of the Requirement for the Degree of
Bachelor of Art in Journalism and Mass Communication

Submitted by
Mukita Aryal
Bachelor 3rd year
Symbol No. 401685
Registration No. 6-2-278-1085-2016
 CENTRAL DEPARTMENT OF JOURNALISM AND MASS COMMUNICATION
TRIBHUVAN UNIVERSITY
KIRTIPUR, KATHMANDU, NEPAL

LETTER OF RECOMMENDATION
This is certify that Mukita Aryal has completed this dissertation entitled has been prepared
under my guidance and supervision. I recommend this dissertation for Introduction to
Advertising final approval and acceptance.

Mr. Shree Ram Paudel

Department head,
Ratna Rajaya laxmi campus
Exhibition road, Kathmandu Nepal
 LETTER OF ACCEPTANCE
This dissertation work entitled INTRODUCTION TO ADVERTISING by Mukita Aryal has
been accepted as partial fulfillment of the requirement for the degree of Bachelor of Arts in
Journalism and Mass Communication.

…………………………………….
Mr. Shree Ram Paudel
Head of department

……………………………………….
Mr. ……………………
Research Supervisor

……………………………………….....
External Examiner
 ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my teacher Mr/Mrs……………….

………………….as well as the whole Department of Journalism and mass communication of
Ratna Rajaya laxmi Devi Campus, without whose continuous support I would not have been able
to accomplish this research. In particular, dear teacher Mr/Mrs……………………………has
been a great help and an excellent supervisor, and I would like to concern my humble gratitude
towards him/her. Secondary, I would like to thank my family and friends who helped me a lot in
finalizing this project within the limited time frame.

Mukita Aryal
 ABSTRACT

Advertising is one of the growing businesses around the globe. Advertising industry has been
affecting not only how the business is done in this competitive world, but also how common
people are leading their life by giving them options and often guiding them to choose what they
need and want. Nepali people and media are not left untouched by advertising and its impact.
Nepali people have started coming across several advertisements throughout the day due to
increasing penetration of media as well as increasing investment in advertisements, which was
not very common some decades ago. In this paper an attempt is made to examine the growth of
advertising after 1990s and identify the key factors behind this development.
 TABLE OF CONTENT
I.TITLE
II.LETTER OF RECOMMENDATION
III.LETTER OF ACCEPTANCE
IV.AKNOWLEDGEMENT
V.ABSTRACT
1. Introduction to Advertising
a. Characteristics
2. History Of Advertising In Nepal
a) Pre-1951 AD ( Pre-2007 BS)
b) Period 1951-1990 AD (2007-2046 BS)
c) After 1990 AD (2046 BS)
3. Advertising Agencies and Its Functions
a. Advertising as a communication tool
b. Advertising functions in a society
4. Advertising Process With Reference to Advertising Industries
5. Major Problems Of Nepalese Advertising Sector
6. Positive and Negative Impacts of Advertising In Society
a. The Positive Effects Of Advertisement
i. Social Benefits
ii. Economic Benefits
iii. Free Entertainment
iv. Mass Communication
b. The Negative Effects Of Advertisement
i. Misrepresentation
ii. False Image
iii. Unrealistic Expectation
7. Newspaper Advertising
a) Merits of Newspaper Advertising
b) Weakness of Newspaper Advertising
8. Radio Advertising
a. Live read
b. Sponsorship
c. Produced spot
9. Television Advertising
10. Public Relations Advertising
11. Online Advertising
12. Organizational Structure Of Advertising Agency
 a. Account Service Department
b. Creative Department
c. Administration Department
d. Media Department
e. Marketing Department
13. Consideration For Layout Design
a. Balance
b. Proportion
c. Contrast and Emphasis
d. Eye and Movement
e. Unity and Harmony
14. Main features of political communication
15. News Agency
16. Advertising Agency
17. Market Research
18. Advertising Research
19. Historical Development Of Advertising In Mass Media
20. Roles of advertising in the society
21. Summary and conclusion
 1. Introduction to Advertising
For the common men advertising means television commercials, radio jingles and print advertisements.
Advertising can be defined as a paid dissemination of information through a variety of mass
communication media to motivate a desired action. According the ‘concise oxford dictionary’ the verb,
‘to advertise’ means: to make generally or publicly known. Jeremy Bull more defines advertising as
‘Advertising is any paid –for communication intended to inform and /or influence one or more people’.
Here, the first element paid for distinguishes advertising from free publicity. The second element
communication indicates transmission of messages and the use of a medium. The third element
intentional is about advertisements being goal-oriented.
Fourthly, inform and/or influence indicates about the persuasive nature of advertising.
One of the earliest definitions of advertising was: ‘The dissemination of information concerning an idea,
service or product to compel action in accordance with the interest of the advertiser’.
This definition tells us about advertising being a kind of communication about a product, service or idea,
and is being goal-oriented. However, it does not include many important aspects of advertising.
Thus, Advertising can be best defined as: ‘any paid for non-personal communication used with
persuasive intent by identified sponsors though various media to promote goods, services and ideas,
etc.’
Today advertising is a part of our everyday life. It is all around us. We cannot escape looking at it or
listening to it. Even if we are not consciously looking at it or listening to it, the message of advertising
reaches and influences us. It is often recorded somewhere at the back of our minds and is recalled when
we are buying something or looking for a particular service.
From morning to night, we are using advertised goods and services. We start the morning with a cup of
tea or coffee, use toothpaste and toothbrush on our teeth, at breakfast we have bread, butter, etc. our
workplace is also full of machines, computers, which are the advertised goods

a. Characteristics
Advertising is rated on the following 10 attributes:
 Being likeable
 Being believable
 Being easy to understand
 Being unique & distinctive
 Providing new information
 Having appetite appeal
 Offering good deals
 Motivating purchase interest
 Improving the chain's image
 Overall basis
Advertising can be called a game that is played among five key players. They are:
The Advertisers, the advertising agencies, the support organization, the media and the consumers.
Advertisers almost always use advertising agencies who assisted by support organization-plan, produce
and place the advertisements in the media to persuade the potential consumers. Advertisers are a
varied lot. They could be manufacturers ,marketers, retailers, wholesalers, service organizations,
institutions, political parties, governments, etc. they have something to promote-products, services,
candidates, plans, projects, ideas, places, policies, etc.
Advertising agencies employ creative and business talents who plan, produce and place the
advertisements in media. Advertising agencies work for the clients.
Agencies vary in size-from one person looking after everything to thousands of people. These agencies
are often helped by support organizations. Agencies seek help from freelance writers, designers,
photographers, musicians, film directors, etc.
Over the years the various mass media including newspapers, magazines, radio, television, film, and the
Internet have become part and parcel of the advertising world. Some mass media like radio and
television are solely dependent on advertising revenues for their very survival.
Advertising also uses other media like the transit vehicles. There are media exclusively used for
advertising like the outdoors, the printed publicity material, etc. the various media reach a variety of
people in different geographic locations.
The demographic reach of various media is also different.
And finally there are the consumers. With mass production, the consumers now have a wide variety of
choices. With increased income and surplus expendable money, the consumers are choosy about what
they need and want. So marketers try their best to woo more and more consumers by offering them
what they want. They try to reach the consumers by bombarding highly persuasive advertisements
through various media.

2.History Of Advertising In Nepal

Pre-1951 AD (Pre- 2007 BS)

Nepal’s first printed form of advertisement in Nepali language was published in a cover page of a book
called Mokshashiddi, by Krishna Giri in 1919 BS. This advertising announced another book being brought
out by Nepal Manoranjan Press, which is the only authentic document on advertisement of Nepal.
Likewise, the second advertisement was found published after twenty-six years in 1945 BS. It was
announcement of forth coming monthly publication ‘Gorkha Bharat Jivan’ in the cover page of book
‘Hasya Manjari’ printed from Baneras. One of the most important and influential advertisements in
Nepal was published during 1950s BS in Sudha Sagar, considered as the first newspaper of Nepal
announced the publishing of a book viz. ‘Nalopakhyan’.

Gorkhapatra appeared on 24th Baishak, 1958 as a weekly newspaper; in its first publication it published
the rate for advertisement in the paper. We can say that advertisement was recognised as the source of
revenue for the media even while publishing Gorkhapatra. Since then, in the name of public notices,
government orders and sanad advertisements were seen in the newspaper. The first commercial
advertisement was published in Gorkhapatra in 1984BS. The advertisement thanked Shree 3 Maharaj
and announced on the opening of new petrol shop. In 1985BS, another commercial advertisement was
published in the name of ‘The Himalyan Motor Trading Company’. Bhet Narayan of Kathmandu provided
both the above advertisements.

Period 1951-1990 AD (2007-2046 BS)

The Rana Regime came to an end on 7th Falgun, 2007 BS. This resulted in the establishment of
democratic system in the country. The new political system in the country brought significant changes in
media, especially towards the rise in quantities of newspapers and rise in readership, these factors
created an environment for advertising in the newspapers. But lack of industrialization and economic
development in the country made it difficult for the publications to get independence and develop
professionalism. The newspapers were either supported by the political parties or were government
owned.

A Press Commission was formed to in 1957 and reported that “Newspapers need to be given
government advertisements of government offices, departments and secretariats.” After the election of
2015 BS, the government of B.P. Koirala supported the newspaper categorizing into four levels. The
government started providing government advertisement to the newspapers from 16th Magh 2016
providing monthly amount Rs. 600 to Rs.200 by Information Department. This policy was continued
even during the Panchyat System introduced in 2017BS. Advertising in radio started after the
establishment of Radio Nepal on 27th Chaitra, 2007BS. The advertisement broadcast in the radio was
charged according to words.

In 2027/2028 music was used for advertising. The early advertising was mostly broadcast live but after
the construction of Photo-concern studio, advertisement was then recorded here. Likewise, Ratna
Recording Sansthan operated advertising service in the country and paid the total cost. Television
advertising started after the establishment of Nepal Television on 17th Magh, 2041, test transmission
was conducted from 29th Shrawan 2042 to 14th Poush 2042. During this period advertising was
broadcast from the Nepal Television.

Likewise, advertisements were also broadcasted through cinema halls. The cinema halls started in
2006BS. The advertisements were in the format of slides. Advertising Agency also supported the
development of advertising in Nepal. ‘Nepal Advertisers’ was the first advertising agency established in
2017 by Laxman Upadhya. It provided artistic and attractive advertisement to the newspapers.

Likewise, Shree Keshav established the second advertising agency in 2020 Lamichane viz. Nepal Printing
and Advertising Agency. This agency handled ads of some major clients such as Janakpur Cigarette
Factory, Royal Nepal Airlines Corporation and Nepal Bank Ltd. In 2022BS Kishor Shrestha established
International Advertising Service as third advertising agency. In the period between 2007 and 2046,
Nepal faced two systems of ruling i.e. the Democratic System from 2007-2017 and the Panchyat System
of ruling from 2017- 2046, in the direct control of the king. During both periods the government in the
country, in the name of providing assistance to the newspapers and to make the newspapers impartial
wanted to influence the newspapers. Advertising could be one of the means to gain support from the
media.

After 1990 AD (2046 BS)

The situation after the restoration of democracy in 2046 (1990) paved the way to the development of
private media. The open economic and market policy, international relationship, credibility of print
media, rise in the number of newspapers and the electronic media all increased the volume of
advertising. Today advertising has been recognized as the cornerstone for development of media.

The rise in newspapers, FM radios and television channels after 1990 has brought competition in the
media in search for more advertisement. Towards the beginning of 1990s government owned media
were main hosts for advertising products because of their large circulation, reach and capacity. But after
the decade of 1990’s, the rise in private media has enlarged the market and transaction of
advertisement. However, there have not been significant studies on the market of advertising in Nepal
even today.
According to AAAN, there are about 500 advertising agencies in the country, among them only 100 ad
agencies are functioning. But the transaction in advertising agency is of vast difference. The ad agency
has 40 to 45 per cent of total advertising share. There are about 10-11 big ad companies, which have full
capacity to produce advertising for print, audio and visual. The economic condition of the country
determines the advertising industry, due to economic crisis advertising has decreased by 10-15 per cent
in the present situation, and one of the reasons is the Maoist conflict. But if this trend of economic
setback continues with the existing numbers of media, it is difficult for media to sustain with the present
advertising turnover. Research in advertising is the major factor that helps boost the product using the
particular media, to reach the target group. But the research trend in advertising is negligible. It could be
because launching the product through the research process is very costly. It is also because of lack in
research many advertisements produced by the many of the companies and the government ads are
banned.

3.Advertising Agencies and Its Functions

An advertising agency is a firm that provides creative services to businesses. Its services consists of
planning, creating, delivering and managing a wide range of creative functions. While the client can
focus on its day to day functions and processes, the agency can put all of its energies into coming up
with a strong brand and message, pushing sales. The agency is typically made up of specialists in the
creative field; content creators, graphic designers, researchers and advertising experts. Their services
aim to increase awareness of the client’s brand, product and service, with the expectation of attracting
more customers and, in the long-term, higher profits and a growing market share. An agency is able to
create solutions for arising branding, targeting and sales problems thAdvertising agencies provide
services suitable for any size of business, whether it be a sole trader, a non-profit, family business, big
company or multinational corporation; all businesses would benefit from optimising their reach to their
target market. However, the smaller the business, the less likely it is that the organisation will have it’s
own internal marketing department, meaning that it must look elsewhere to benefit from marketing
expertise. This is where an advertising agency comes in. The agency might be contracted to aid the
business in creating one singular advert, or more commonly have a longer term contract to deliver a
longer advertising campaign; an ongoing communications technique to bring messages to the target
audience across a range of media.e client faces. Before the internet, advertising agencies would act
uncreatively as intermediaries for newspapers and businesses, selling space on a tabloid and charging
commission. As soon as the internet came about, the whole business model evolved in ways previously
unimaginable, with access to a huge amount of data. These included better insights on the target
market and buyer persona, online tracking and access to information that measured the success of
targeting. With better insights came high levels of disruption in the marketing function as a whole,
pushing agencies to become creative in their service offering. Advertising agencies provide a whole
menu of functions, including branding, public relations and events management, video strategies,
market research, marketing, sales promotion, product placement and of course advert creation. The
first step comprises of a brief from the client to understand exactly what they wish to achieve by the
end of the process, aligning expectations. After this step, the agency carries out thorough research,
delving into what the client’s customers expect from them, related to their market positioning and how
customers have responded and engaged with the brand. The agency would be completely up to date
with all marketing techniques and the dynamic nature of the changing landscape that facilitates a shift
in what best reaches customers (for example, one day a Twitter gif may be the best way to campaign a
message, while the next it might be most beneficial to produce a video for television.)

After this stage, the advertising agency can set a budget and build an idea for the advertising strategy
alongside an execution plan detailing the steps to be carried out by different members of the team. It is
important for the strategy to be timed and placed as effectively as possible, to gain maximum results.
Another important stage of the advertising agency is to track and measure the performance of their
actions, allowing them to modify any future approaches.

a. Advertising as a communication tool

Advertising is a marketing communication method that attempts to inform and/or influence the
opinions and buying behaviour of potential users of a product or service. Also called an “ad” or advert
for short, it is a one-way message to promote an identified organisation/brand, product, service or an
idea. All advertising is trying to capture the attention of their target audience, but advertising strategies
will differ across industries and situations. One advertiser may be aiming for an immediate response or
action from customers, while another may be developing a positive brand awareness over a longer
period.

b. Advertising functions in a society

he tripartite of advertising (advertisers, media, and agencies) ought to include a fourth element: the
public. This is the group the critics of advertising are concerned about when they question the morality
and benefits of advertising. The public should be viewed as overlapping and interacting with the other
three groups. To explore the morality of advertising it is necessary to explore how advertising affects
people. What is the role of advertising in society? It creates employment, provides the public with free
and inexpensive media, it supports media independence, it provides information, it pushes prices down
and quality up, and it spreads awareness of brands. Advertising plays a number of social roles. It informs
us about new and improved products. Some times it tells us how to use certain products. It also helps us
compare products and services.

4.Advertising Process With Reference to Advertising Industries

Mass demand has been created almost entirely through the development of Advertising The strategies
used in industrial advertising differ from company to company, as different companies have different
products to be advertised. So, a single rule cannot work for all the companies’ advertisements. But the
basic process which can lead to a successful advertisement is: knowing the objective for advertising -
identifying the target companies - researching about the market conditions and the competitors -
creating the ad to be delivered - selecting media to be used - what should be the budget allotted -
execution of the advertisement - getting the feedbacks from the customers. The following are the steps
involved in the process of advertising:

 Step 1 - Briefing: the advertiser needs to brief about the product or the service which has to be
advertised and doing the SWOT analysis of the company and the product.
 Step 2 - Knowing the Objective: one should first know the objective or the purpose of
advertising. i.e. what message is to be delivered to the audience?
  Step 3 - Research: this step involves finding out the market behavior, knowing the competitors,
what type of advertising they are using, what is the response of the consumers, availability of
the resources needed in the process, etc.
 Step 4 - Target Audience: the next step is to identify the target consumers most likely to buy the
product. The target should be appropriately identified without any confusion. For e.g. if the
product is a health drink for growing kids, then the target customers will be the parents who are
going to buy it and not the kids who are going to drink it.
 Step 5 - Media Selection: now that the target audience is identified, one should select an
appropriate media for advertising so that the customers who are to be informed about the
product and are willing to buy are successfully reached.
 Step 6 - Setting the Budget: then the advertising budget has to be planned so that there is no
short of funds or excess of funds during the process of advertising and also there are no losses
to the company.
 Step 7 - Designing and Creating the Ad: first the design that is the outline of ad on papers is
made by the copywriters of the agency, then the actual creation of ad is done with help of the
art directors and the creative personnel of the agency.
 Step 8 - Perfection: then the created ad is re-examined and the ad is redefined to make it
perfect to enter the market.
 Step 9 - Place and Time of Ad: the next step is to decide where and when the ad will be shown.
 The place will be decided according to the target customers where the ad is most visible clearly
to them. The finalization of time on which the ad will be telecasted or shown on the selected
media will be done by the traffic department of the agency.
 Step 10 - Execution: finally the advertise is released with perfect creation, perfect placement
and perfect timing in the market.
 Step 11 - Performance: the last step is to judge the performance of the ad in terms of the
response from the customers, whether they are satisfied with the ad and the product, did the ad
reached all the targeted people, was the advertise capable enough to compete with the other
players, etc. Every point is studied properly and changes are made, if any.

5.Major Problems Of Nepalese Advertising Sector

Braving the economic slump, Nepal's advertising industry has adopted a 'when the going gets tough, the
tough get going' policy. And it's working.

After waiting and watching the steady economic downturn for three years, the industry has hunkered
down and established itself as an effective market force even in these difficult times. Proof: the
increasing number of media outlets fuelled by advertising. In just the past year, there have been four
new tv channels, 10 new FM stations and three new magazines. "Despite everything, the advertising pie
has grown bigger and this has helped the growth of the media," says Joydeb Chakravorty of Thomson
Nepal. "Today, clients have realised that it pays to advertise even in times of recession."

In the short span of a decade, Nepal's advertising has gone through the boom of the late 90s followed by
the bust in the early 2000s. But despite this cycle, advertising executives see the glimmer of an upturn.

Nepali professionalism is catching up with international trends and standards. Joint ventures with
foreign partners have helped. There are about 20 active advertising agencies, although more than 60
agencies are registered with the government.
Unlike in the past, when clients dictated their positioning and content to ad agencies, the trend now is
to leave it up to promotion professionals. All the producer has to do is brief the advertiser about the
product and give general guidelines. As a result, a lot more creative commercials are cropping up on tv
and the print ads are of higher standard. Even the radio jingles are getting catchier.

"Being creative is the main challenge," says Ranjit Acharya of Prisma Advertising. "That is why clients
now come and ask us to design an entire multimedia campaign."

This is a far cry from the days when, not too long ago, placing an advertisement meant either bringing
out notices through commission agents or giving donations to publishers. Officials in government
agencies usually had relatives or friends seving as ad agents for placements in state-run newspapers,
radio and tv. The limited private publishers used to queue up at business houses and politicians'
residences to get donations in the name of advertisements on occasions like festivals or royal birthdays.

Nepal's consumer-led growth in urban areas has shown a massive impact in the industry, and
manufacturers have seen sales soar as a result of a successful campaign. Sure, there are a lot of copycats
who latch on to any approach that is a success, but the creative ones are always one step ahead and
doing new things. Indications of the new trend are increasing numbers of humourous commercials on
tv, the use of celebrity figures and the combination of mixed-media messages.

As more and more products in the same segment come out in the market, competition has got stiffer
and this is reflected in the advertising. The instant noodle market is a prime example, as there are more
than 50 brands, out of which 10 are heavy advertisers. Increasingly, they are relying on the expertise of
the ad industry to make their noodles stand out from the rest.

Fast Moving Consumer Goods (FMCG), as they are known in advertising jargon, are the ones most
frequently advertised in the media. They include day-to-day consumer items like soap, detergents,
shampoo, food items and packaged snacks. A new entrant is the consumer electronic segment,
Samsung's recent DigitAll Celebrations 2004 campaign being the latest example.

Advertisers say their Nepali clients are now much more demanding of quality and content in their ads,
as they have seen what a successful advertising campaign can do. They cite the example of commercial
banks which, till recent years, would only put out vacancy notices. "Times have changed," says Subu
Shrestha of Business Advantage. "Banks are striving to get ahead of competition and creating their
brands through aggressive ad campaigns."

Some 60 percent of the annual Rs 200 billion ad pie in Nepal goes to radio and tv, while the rest goes to
newspapers and magazines. This share of the electronic media is growing and will dominate even more
of the market, according to trade experts. The ban on cigarettes and liquor on radio and tv has been the
saviour of the print media.

Another fast-growing segment of the ad market are billboards. Signage technology has advanced and
new flex hoardings have nearly wiped out the unattractive, labour-intensive painted signs. Advertising
agencies say 15 percent of the annual ad expenditure is now going to billboards. Some media houses see
this as a threat, and have even formed a cartel to pressurise the government into restricting or banning
billboards. But the Valley's municipalities derive so much revenue from them that a ban is unlikely.
Despite the urban middle class-led growth in consumer spending that is fuelling the advertising growth,
industry analysts say this is not sustainable. Many manufacturers and service industries are deliberately
keeping a low profile and waiting for better times.

Under normal circumstances, manufacturers allocate significant budgets for advertising purposes, but
because of the current political disruptions there are often cash flow problems. "Now they pay us only
after they have paid for everything else," says Madhav Timilsina of Crayons Electra Nepal. "That shows
that advertisement is simply not the priority for now."

Then there are products, mainly of multinationals, that continue to advertise despite hard times. Nepal
Lever, Coke, Pepsi, DHL and Kodak are some of the heavy advertisers. But even here, analysts say the
advertising budget would grow several fold once stability returns to the country.

In fact, the insurgency and political uncertainty has capped the growth in the advertising industry. And
in doing so, it has also held back growth of the media.

6. Positive and Negative Impacts of Advertising In Society

This is the age of digitalization and globalization. Because of this, the entire world seems to be just a
very large village. There are also many private and public businesses these days than ever. And because
of that more companies are investing in marketing or advertising about their products and services than
ever. Before proceeding any further it is important to understand what advertising really is. And
according to different experts, an advertisement can be defined as a type of marketing conversation
which consists of a calculated approach through which a company notifies its target audience regarding
its products and services in a very proactive and strategic manner. The importance of advertising has
grown so much over the years that now it is considered to be one of the most essential factors to the
growth and success of any particular business or company. However, just like anything else in life, there
are bound to be positive and negative effects of advertising. And in this academic writing piece, readers
will be able to learn about positive advertising, negative advertising, positive and negative effects of
advertising, and the effects of advertising to children.
According to experts, positive advertising is more appealing to an average individual than negative
advertising techniques. Positive advertising can be defined as some sort of marketing strategies which
show the target audience all the positive effects which one can receive due to any particular product or
service. Positive advertising techniques are optimistic and persuade customers to switch to the desired
product or services. Positive advertising is also more common than negative advertising. Positive
advertising techniques allow customers to trust the company in question more easily.
Negative advertising, on the other hand, is the advertisements which work by warning the consumers
about the negative consequences of some habit or behavior. A good example of negative advertising
could be smoking advertisements. It is important for readers to remember that even negative
advertising strategies have many positive elements in it.
These are the two main types of advertisements. It is also vital for the readers to keep in mind that with
the advancement of science and technology, there is also a growth in the number of different forms or
mediums of advertisements. And some of the common forms of advertisements are social media
advertisements, print media advertisements, television advertisements, radio advertisements, direct
mail advertisements, electronic mail advertisements, and many other forms of advertisements. There
have also been a number of debates which tend to judge the effectiveness of each of these forms of
advertisements. However, it is important for one to note that no form of advertisements is simply better
than the rest but instead, the selection of the most effective form of advertisement depends upon the
company and the target audience of that company.

a. The Positive Effects of Advertisement

There are many positive effects of advertising both for the company and the consumers. And some of
those positive effects are mentioned below.

i. Social Benefits
There are many social benefits which advertisements can provide. For example, advertisements can
highlight various social issues and promote free speech in nations where it might still be suppressed.
This is a very important effect of advertisement. It is also important to remember that it is the freedom
of speech and advertising-supported content which are the promoters of various social changes.

ii. Economic Benefits

According to research, advertisements can make companies and businesses compete to provide higher
quality products and services. This ensures that more high-quality products and services are available in
the markets which are able to meet the needs and requirements of all customers. This is a very
important positive effect of advertisement.

iii. Free Entertainment

Another important effect of advertisement is that it provides all viewers with a free form of
entertainment without getting anything back as a guarantee.

iv. Mass Communication

The most important effect of advertisement is that it has enabled the various forms of mass media to
exist in the form which it does today.

These are the biggest positive effects of advertising.

7. The Negative Effects of Advertisement

In this last section, readers will be able to learn about the negative effects of advertisements. And some
of those negative effects of advertisements are mentioned below.

I. Misrepresentation
All advertisements tend to display the products and services in the best possible light. And many
advertisements often tend to cross the line of a little exaggeration to utterly falsely representing the
product or the service. There are many government organization which charges hefty fines for
misrepresentation.
 II. False Image
Advertisements tend to invade all possible spheres and because of that one can often develop a false
image. This false image also often tends to make an individual feel bad about himself or herself. This is
also one of the negative effects of advertising to children.

III. Unrealistic Expectation

This negative effect is common in case products which tend to exaggerate regarding its effectiveness. It
sets unrealistic expectations which are hard to meet.

These are the major negative effects of advertising.

7.Newspaper Advertising
Newspaper advertising is one of the most common ways to advertise in many countries. Often cheaper
than broadcast advertising, it usually provides advantages of greater market share in many locations.
Also, newspaper marketing does not depend on the target audience having a television or radio on at a
certain time in order to receive the message of the advertisement. Newspaper advertising comes in two
major division: display or classified. Newspaper ads considered display ads are those that span multiple
columns horizontally and often include graphics and borders. Classified newspaper advertising is in-
column advertising that follows the natural flow of the column down the page vertically. Classified
advertising is usually the cheapest option for most people and appeals to those who are after a certain
market. For example, those seeking to rent an apartment, find a job, or buy a pet typically may use
classified ads to aid in their searching. Although not traditional to classified ads, many publications offer
small graphics and borders with classified ads. Classified ads are usually found in a specific section.
Display ads are generally higher profile ads that take up, in many cases, significant portions of the page.
Typically, display ads may take up an eighth, quarter, half or full page. In some cases, the ad may take up
two facing pages, those these ads are rare in newspaper advertising simply because of the cost. Display
ads may either be in color or black and white, with the color option costing more. Display ads can be
found throughout the paper. In many cases, newspapers offer services to advertisers to help them
design effective display pieces. In all cases, the advertiser has the right to refuse or accept this service. In
some cases, the newspaper may choose not to publish an ad that it deems offensive or libelous.
However, newspapers must be careful when rejecting ads and often work with the advertiser to revise
the ad so it is suitable for publication.

In a relatively new development, some newspapers offer a package of advertising that not only includes
newspaper advertising but online advertising on the newspaper's Web site as well. This helps alleviate
fears among some advertisers that their target audience may not be reading the newspaper, but simply
going online. Most newspapers that have Web sites offer some sort of online advertising in addition to
their newspaper advertising, though not all publications package the two together.
 a. Merits of Newspaper Advertising
The following are some of the advantages of newspaper advertising.

1. Wide coverage: Newspapers serve local, regional and national markets. They reach people of all age
groups and all income levels, both in cities and rural areas.

2. Quick response: Newspapers are the carriers of current news. People read them to find out the
various developments that take place daily. Newspaper advertisements have a sense of urgency. The
public response to the advertisements is immediate as it reaches them while they are fresh and are in a
receptive mood.

3. It is regular and frequent: For those manufacturers who are more particular about the frequency and
regularity of their message, there is nothing like newspaper advertising. Newspaper advertising keeps
the product or the service constantly before the readers. It reminds them of the product or the service.
4. Flexibility: Advertisements can be inserted or changed practically overnight. Retail advertisers often
make last minute changes in their newspaper advertisements to take full advantage of newly arrived
products, last minute concessions to boost the sales — Hence, flexibility is an unique aspect in
newspaper adverting.

5. It is economical: Newspaper advertising, in view of the extent of coverage in terms of circulation has
one of the lowest cost per reader.

b. Weaknesses of Newspaper Advertising

The following are some of the disadvantages of newspaper advertising.

1. Newspapers have shortest life span: Newspapers have the shortest life. It has been estimated that the
effective life of newspaper for an individual is about 15 to 20 minutes. None bothers to refer back the
newspaper which becomes stale. Hence, to make the impression of advertisement lasting, the
advertiser has to repeat his advertisements, involving additional costs.

2. It lacks quality reproduction: The paper in which newspapers are printed are of low quality, compared
to magazines. Hence, the advertisements may not be very appealing, which is an essential factor for any
advertisement.

3. Limited readership: As illiterate people cannot read the newspapers, the reach of the advertisement is
confined only to the educated persons. Hence, this factor could pose a problem in rural India.

4. Element of uncertainty: As many readers ‘rush’ through their newspapers hurriedly, they may fail to
see the advertisements totally. So, the number of people who may miss out the advertisement is more
in newspapers.

8.Radio Advertising
Just like advertisers pay for the commercials you see on television during your favorite show, some
advertisers also choose to focus their marketing dollars on radio advertising. That is, buying
commercials, frequently called spots in the radio industry, to promote their products or services.
Advertisers pay commercial radio stations for airtime and, in exchange, the radio station broadcasts the
advertiser's commercial to its listening audience.

In radio advertising, there are numerous types of commercials that an advertiser might employ, similar
to how brands might pursue different print advertising options (newspaper vs. magazine, for example)
or electronic advertising options (email vs. social media).

Let's take a look at a few of the more popular types of radio advertisements.
Types of Radio Advertising
Depending on your brand and the type of message you're trying to convey, you'll likely lean toward one
of these popular radio advertising choices.

a. Live read
The ESPN Radio show Mike & Mike is a good example of a format where you can hear commercials read
in real-time online by a radio announcer, a type of commercial also known as a live read. This type of
advertisement is more effective with a really popular on-air host because advertisers hope that the
host's voice will carry extra weight with the show's audience.

b. Sponsorship
Many radio stations implement sponsorships for certain types of radio segments, such as traffic,
weather, or sports scores during halftime of the big game. It will generally sound something like this:
'This hour's weather update brought to you by Beach Rentals. Call Beach Rentals for all of your vacation
needs.'
c. Produced spot
A produced spot can either be a straight read of your advertising message or a read that incorporates
multiple voices, sound effects or a jingle. A jingle is a short, catchy song about your company. These
typically tell listeners where to find your business or your products and can be funny, serious, or
informative.

9.Television Advertising
With billions of faithful viewers scattered across every continent, the medium of television is considered
by many marketing experts to be the ultimate platform for targeted advertising. A single 30 or 60
second television commercial broadcast during an event such as the Super Bowl or the Olympics can
easily reach the eyes and ears of billions of potential customers. Television advertising may be more
expensive to produce and broadcast than other forms of advertising, but it also has the power to
connect with the broadest audience simultaneously. Television advertising is similar to radio advertising
in the sense of relaying a specific sales pitch in a limited amount of time. Most television ads are either
30 or 60 seconds in duration, long enough to give the viewers pertinent information or create a specific
opinion of the product or service, but not long enough to lose the viewer's attention. Television
commercials are generally placed at strategic breaks during the main programming and the few minutes
until the top of the next hour. Visual as well as audio interest is very important in television advertising.
Instead of employing a single voice-over actor to read the advertising copy over a musical bed, actors
can create a visual image which further enhances the appeal of the commercial. Images of a happy
family gathering around a dinner table can enhance the appeal of a new line of canned soups, for
example. An attractive man surrounded by beautiful models can suggest the sex appeal of a new
cologne as well. Because television viewers can easily discern a cheaply produced television commercial
from regular programming, many television advertising agencies employ professional copywriters,
directors and actors to produce professional caliber commercials that viewers will remember long
afterwards. Even if the images or copy appears to have little to do with the actual product or service,
viewers often remember shocking or nostalgic or humorous imagery in a commercial. One famous
television ad from the 1970s featured a menacing football player named Mean Joe Greene accepting a
soft drink from a young fan. The inspirational imagery created a favorable impression of the soft drink,
even though it only appeared in the actual commercial for a few seconds. Television advertising is
similar to radio advertising in other ways. Because of time limitations, most televisions spots must be
precisely 30 or 60 seconds in duration. Advertisers pay television stations to "drop" the commercials
during a set number of local breaks, which is why viewers tend to see more locally produced
commercials during overnight or afternoon hours. During prime time hours, commercial breaks are
generally filled with spots produced for national or regional clients. The cost of having a television spot
run on a particular station can range from a few hundred dollars for a small local station to several
million dollars for a single TV commercial aired during the Super Bowl.

10.Public Relations Advertising

Public relations (PR) can help raise your business' profile and improve your reputation. If done well, it
can be a cost-effective way to get your message to a large audience. However, it can be tricky to
guarantee success. Consider the benefits and challenges to make the most of PR in your business.

The benefits of public relations include:

Influence - audiences are more likely to trust messages coming from an objective source rather than
paid-for advertising messages. It is one of the most credible forms of promotion and can be persuasive.

Reach - a good story can be picked up by several news outlets, exposing your message to a large
audience.

Cost-effectiveness - PR can be an economical way to reach a large audience in comparison to paid for
advertising media placement, particularly if it is done in-house.

Some of the challenges of public relations include:

No direct control - unlike advertising, you can't exactly control how your business is portrayed by the
media, when your message will appear, and where it will be placed.

No guaranteed results - you may spend time and money on writing a press release, getting suitable
photography and speaking with journalists, but you can never guarantee your story will be published.
This can result in a poor return-on-investment.

Evaluation - it can be difficult to measure the effectiveness of PR activities. You can count media
mentions and published stories, but it's harder to determine the impact this has on your audience.
 11.Online Advertising
More than 4 billion people use the internet. If you want to build your business brand, reach prospective
customers, and make more sales, you can no longer ignore digital advertising. But beware: there are
ineffective strategies that can eat your ad dollars in record time, leaving you with little to show for your
advertising efforts. For many businesses, however, the advantages outweigh the disadvantages.

Advantage: Your Customers Are on the Internet

Do you know anyone who doesn’t use the internet? The fact that it is so ubiquitous is probably the most
compelling reason to get on board. Platforms like Facebook, Instagram, Twitter and LinkedIn give you
ample opportunities to put your products or services in front of potential customers. The Google Display
Network is a true advertising behemoth with more than 2 million publisher sites on which you can
advertise.

Advantage: You Can Target Effectively

Imagine you could take a snapshot of your best customer and duplicate him a hundred times. With look-
alike audiences on social media platforms, you almost can. Facebook and similar networking channels
have troves of demographics they share with advertisers, so you can hone in on users who are most
likely to purchase your products. Target prospective customers or clients by job title on LinkedIn,
connections on Facebook, or interests and behaviors on Instagram. Unlike the wide net approach of
traditional television and radio advertising, internet advertising lets you find the right prospects at the
right time and show them an ad they may care about.

Advantage: You Can Closely Monitor Spending

You can spend thousands of dollars on a 30-second television ad that might reach someone who might
be interested in what you have to sell someday. You can also spend thousands of dollars on internet ads,
and only pay when people who are interested in your products click on your ad. With digital ads, you
can set a spending cap and limit the number of times a prospective customer sees an ad in a given
period.

Advantage: You Can Track Your Results

Digital advertising allows you to monitor and track the results of all your campaigns. You can find out
when a lead converted into a sale, note the platform where it happened, and determine what kinds of
ads are working best for your particular demographic. The internet with all its minute tracking abilities
allows you to measure the return on investment of your marketing dollars.

Disadvantage: It’s Complicated

There are lots of choices when it comes to advertising on the internet. You can choose search
advertising, so your ads show up when a target audience is looking for just what you offer or display ads
that appear where your most likely prospects roam on the internet. There are even native ads that show
up on publisher sites and blend in so well that they appear not to be ads at all. Then there are
remarketing ads that target someone who’s visited your website with a customized message that
appears in front of them somewhere else on the internet.

Add to those choices the way you pay. With pay-per-click ads, you pay when someone clicks, but how
much are you willing to pay? For those search ads, you’ll need to identify key search terms and decide
how much to bid on each word. There are lots of levers to pull.

Disadvantage: Mistakes Can Be Costly

Because digital advertising is complicated, it’s not uncommon for businesses to make mistakes. Choose
the wrong keywords, neglect a bidding cap, target ineffectively, or leave a campaign running when you
thought it was off, and you can spend a fortune without turning a single lead into a sale. For example, if
you run a campaign on Facebook but your customers are more likely to be LinkedIn users, you’re
unlikely to convert a lead. If you don’t cap your bids, you could blow through the money you thought
would last months in a matter of days.

Disadvantage: Competition Is Fierce

It depends on your products and market, but internet advertising competition can make ads
prohibitively expensive. Those keyword bids? If you can only afford 10 cents a word, but your
competitor can pay $10, you don’t stand much of a chance. For some businesses, it makes sense to build
a good website and then rely on traditional advertising methods that have always worked in the past.

Disadvantage: Ad Fatigue Is Common

Have you ever been on a site and seen an ad for a product on which you recently ran a search? That’s
internet advertising at its most typical, but have you also noticed that after a while, those ads don’t even
register on your radar? It’s like they’re invisible. It’s a common and pervasive problem with running ads
on the internet. If the campaigns aren’t run correctly, your brand and its products suffer from ad fatigue.

You have lots of marketing choices, and the internet should probably be one of them. Do your research
to ensure that you reap all the benefits and avoid the pitfalls.

12.Organizational Structure Of Advertising Agency

The organizational structure of an advertising agency consists of the same basic elements, regardless of
the firm's size. An account services team manages client relationships, the creative team develops the
advertisements and media specialists select the media outlets that will run the ads. A senior
management team takes responsibility for the agency’s business and financial operations.
Account Service Department
The account services team deals with clients and coordinates the work of the agency's creative and
media teams. A large agency might have three levels of account management: account director, account
executive and assistant account executive. Account directors, who report to the agency’s management
team, supervise the work of account executives and take responsibility for a group of accounts. They
may also maintain a close relationship with the agency’s most important clients. Account executives and
assistant account executives report to account directors and manage the day-to-day operations on their
accounts.

Creative Department
The creative services team consists of copywriters and designers, known as art directors, who work
together to develop concepts for advertisements. In larger agencies, a creative director manages teams
working on different accounts. Smaller agencies may only appoint a creative director who works with
freelance writers. As Sanders Consulting reports, the shift towards virtual and remote teams has
increased the reliance of freelance creative staff.

Administration Department
The senior management team may consist of a chief executive and finance director in a small agency. A
larger agency may have a management team, including a chief executive and finance director, together
with directors responsible for each of the firm’s departments, reports the job site Indeed.com. If an
agency belongs to a large group of companies, a member of the management team takes responsibility
for relationships with the board of the holding company.

Media Department
Media planners and buyers are responsible for selecting and buying space or time in the media where
advertisements will appear, including press, television, radio, outdoor posters, Internet and other digital
media. They carry out research into the media that provide the best coverage of the target audience at
the lowest cost and negotiate rates with media owners. Based on their research, they prepare
recommendations and produce schedules for the campaign. Some advertising firms do not retain a
media department; instead, they deal with independent media companies who offer expertise in the
increasingly-fragmented media landscape. They can also take advantage of media specialists’ buying
power to obtain attractive rates for their clients.

Marketing Department
The media department is responsible for planning where and when advertisements will appear and
buying space or time in newspapers, magazines, radio, television, digital media and outdoor media, such
as poster sites and billboards. In small agencies, one person may combine the planning and buying roles.
Larger agencies have a media department headed by a media director who supervises the work of a
team of planners and buyers. The media team may include specialists in print, broadcast or digital
media.
 13.Consideration For Layout Design
Layout is the logical arrangement of components of an advertisement in the copy. It refers to the overall
structure, the position assigned to the various elements of the advertisement copy and illustrations. It is
deciding on the placement of headlines, copy, illustrations, marketer’s name, logo and the amount of
free space in an advertisement copy. Thus, the physical arrangement of all the elements of
advertisement is called layout. It is concerned with placing all the elements of the advertisement more
attractively within the allotted space and time. The pattern of advertisement layout varies according to
the medium to be used.
According to Sandage and Fryburger, “The plan of an advertisement, detailing the arrangement of
various parts and relative spatial importance of each is referred to as layout”.
An advertisement layout is a plan for the guidance of the printer in arranging the units of an
advertisement. Usually the layout man or visualizer prepares a rough layout which is submitted to the
client for approval and he draws the finished layout for the guidance of the printer. In the creation of
television commercials the layout is known as a ‘Storyboard’ which a series of pictures is of frames that
coincides with the audio or sound script. A Radio does not utilize illustrations, except those that the
medium can create with a description. Television, of course makes an extensive use of illustrations. A
well conceived advertisement layout can be instrumental in obtaining attention comprehension,
attitude change and behavior change. Advertisers employ various layout techniques to attain their
objectives.
It is not necessary that all elements of advertisement copy must form part of the copy. They appear in
today ads with varying degree of frequency. The components of the advertisement copy must be
decorated or positioned on the basis of certain basic principles regardless of the number of elements in
an add. The following five principles of good composition are important to anyone who creates or
evaluates the advertisement:

Balance — A layout may be called balanced if equal weight or forces are equidistant from a reference
point or a light weight is placed at a greater distance from the reference point than a heavy weight.
Balance is the law of nature. The reference point or fulcrum is the optical center of the advertisement.
The artists with a given area or space, are to place all the elements with in this space. Optical center of
fulcrum of the ad is often a point approximately two — thirds of the distance forms the bottom. It is the
reference of the advertisement layout.
Proportion– Proportion is closely related to balance since it refers to the division of space among layout
elements for a pleasing optical effect. Good proportion in an advertisement requires a desired emphasis
on each element in terms of size and position. If the major appeal in an advertisement is product’s price.
The price should be displayed in proportionate space position.
Contrast and Emphasis — Contrast means variety. It gives life to the whole composition and adds
emphasis to selected important elements. An advertiser always looks to advertisements from
completion point of view and desires the policy of the most important elements to attract the attention
of the people. An advertisement with good contrast may attract the attention of customers Contrast
maybe visible in a number of ways. It may be witnessed through sizes, shapes and colors. Different
colors sizes and shapes of elements in an advertisement add contrast. The varying directions, of design
elements (Vertical trees, horizontal pavements arched rainbows) add contrast; too there must be sales
communication purpose behind every layout decision made.
Eye Movement — Eye movement is the design principle which helps move the eyes of the readers from
element to element in the order given in the hierarchy of effects model for effective communication of
the message in advertising. An effective ad uses movement to lead its reading audience from initial
message awareness through product knowledge and brand preference, to ultimate action (intent to
purchase). Direction and sequence are two terms for the same element and artists may perform it in
many ways. Mechanical eye direction may be created by devices such as pointing fingers lines arrows or
even a bouncing ball that moves from unit to unit. Planned eye movement should follow the established
reading patterns too, such as the tendency to start to top left corner of a page and read through to the
lower right corner. The eyes also moves naturally from large items to small from dark to light and from
colors to not — colors.
Unity or Harmony — Unity or harmony is another important design principle. Although each element
should be considered as a separate unit in striving for balance, proportion, contrast and eye movement.
The complete layout or design should appear as a unified composition. Common methods of securing
unity in layouts are (i) use of consistent typographical design. (ii) repetition of the same shapes and
motifs, (iii) the overlapping of elements (iv) use of a boarder to hold elements together and (v)
avoidance of too much which space between various element.
Although unity and contrast seem conflicting but they function quite smoothly together if they operate
at cross purposes — if the artists strive for balance here too as well as in the advertisement layout
overall. Unity contributes orderliness to elements — a state of coherence. And if they are properly
placed. Contrasting Size shapes colors and directions can flow together beautifully.

14.Main Features Of Political Communication

Political Communication prepares for professional careers in government, politics, public affairs, public
policy, and communication through the study of political and communication theory, research, and
practice. Political Communication concepts and issues include an understanding of the public sphere and
the role of the role of political communication in the creation of an informed citizenry; an identification
of the ways in which politicians, media and citizens engage to shape public policy; an identification of
how political decision-makers and opinion leaders influence policy outcomes by framing issues in
specific ways and seek to control media agendas

Specifically, Political Communication examines the role of communication in politics and advocacy and
applies public communication principles to advocacy and political campaigns. It includes the role of
media relations in politics, the impact of television on political discourse, political message
development, political advertising, ethics in political persuasion, and the impact of political
communication on democratic institutions, as well as how to interpret public opinion, identify and reach
constituencies, and develop political communication strategies.

The European Association of Political Consultants (EAPC) is a platform for mutual exchange of
information and experience. Association membership consists of political consultants, campaign
managers, media consultants, pollsters, Public Affairs officers, fundraisers, lobbyists, teachers,
professors, students, active politicians, political journalists. Political consultants don’t just work for
parties and candidates. A growing number of corporations, interest groups and other entities interested
in public policy are hiring political consultants as members of their Public Relations, Public Affairs or
Advocacy teams.
 15.News Agency
news agency, also called press agency, press association, wire service, or news service, organization that
gathers, writes, and distributes news from around a nation or the world to newspapers, periodicals,
radio and television broadcasters, government agencies, and other users. It does not generally publish
news itself but supplies news to its subscribers, who, by sharing costs, obtain services they could not
otherwise afford. All the mass media depend upon the agencies for the bulk of the news, even including
those few that have extensive news-gathering resources of their own.

The news agency has a variety of forms. In some large cities, newspapers and radio and television
stations have joined forces to obtain routine coverage of news about the police, courts, government
offices, and the like. National agencies have extended the area of such coverage by gathering and
distributing stock-market quotations, sports results, and election reports. A few agencies have extended
their service to include worldwide news. The service has grown to include news interpretation, special
columns, news photographs, audiotape recordings for radio broadcast, and often videotape or motion-
picture film for television news reports. Many agencies are cooperatives, and the trend has been in that
direction since World War II. Under this form of organization, individual members provide news from
their own circulation areas to an agency pool for general use. In major news centres the national and
worldwide agencies have their own reporters to cover important events, and they maintain offices to
facilitate distribution of their service.
In addition to general news agencies, several specialized services have developed. In the United States
alone these number well over 100, including such major ones as Science Service, Religious News Service,
Jewish Telegraphic Agency, and News Election Service. Specialized services in other countries include
the Swiss Katholische Internationale Presseagentur, which reports news of special interest to Roman
Catholics, and the Star News Agency of Pakistan, which supplies news of Muslim interest in English and
Urdu.

The major press associations in the United States have expanded their service to include entertainment
features, and some feature syndicates provide straight news coverage as a part of their service. The
Newspaper Enterprise Association distributes both news and features in the United States.

Despite the plethora of news services, most news printed and broadcast throughout the world each day
comes from only a few major agencies, the three largest of which are the Associated Press in the United
States, Reuters in Great Britain, and Agence France-Presse in France. Only these and a few others have
the financial resources to station experienced reporters in all areas of the world where news develops
regularly (in order to ensure access to well-organized transmission facilities) or to send them wherever
news develops unexpectedly. These agencies are also equipped to distribute the service almost
instantaneously.

The world agencies have established a variety of relationships with other agencies and with individual
news media. Most of them purchase the news services of national or local agencies to supplement news
gathered by their own staff representatives at key points. Reuters, like the Agence France-Presse,
supplies a worldwide news file to be distributed by some national agencies along with their domestic
news reports. The American services more often contract to deliver their service directly to individual
users abroad. News agencies in communist countries had close ties to their national governments. Each
major communist country had its own national news service, and each news service was officially
controlled, usually by the minister of information. TASS, the Soviet news agency, was the principal
source of world news for the Soviet Union and its allies; it also made Soviet Communist Party policy
known. Communist states outside the Soviet sphere, e.g., China and Yugoslavia, had their own state
news services, which were controlled in similar fashion. China’s Hsinhua, or New China News Agency,
was the largest remaining news agency in a communist country by the late 20th century.

Most other countries have one or more national news agencies. Some depend on a common service,
such as the Arab News Agency, which provides news for several states in the Middle East. Others are
national newspaper cooperatives, such as the Ritzaus Bureau of Denmark, founded in 1866. A few, like
the Agenzia Nazionale Stampa Associata of Italy, have expanded coverage abroad in a limited degree to
supplement their domestic service but still depend on Reuters and Agence France-Presse for much of
their foreign news. Germany since 1949 has built Deutsche-Presse Agentur into one of the more
important news agencies in Europe, including extensive exchange with other national services. In
Canada the Canadian Press is a cooperative news agency with headquarters in Toronto. The oldest and
largest news agency operating exclusively in Britain is the Press Association, founded by provincial
newspapers on a cooperative basis in 1868. It began active work on February 5, 1870, when the postal
service took over the private telegraph companies that had previously supplied the provincial papers
with news. It supplies news to all the London daily and Sunday newspapers, provincial papers, and trade
journals and other periodicals.

The ability to transmit news rapidly greatly increased during the 20th century. Radioteleprinters that
make possible fast automatic transmission of news messages linked all major areas. Picture transmission
by radio and high-fidelity wires became well developed. From the major agencies, teletypesetter service,
pioneered by the Associated Press in 1951, was available to newspapers wishing to have computerized
typesetting done directly from news-service transmissions. By the 21st century, most news agencies had
moved the bulk of their operations and transmission to computers.

16.Advertising Agency
An advertising agency is composed of creative and business people – the writers and artists, showmen
and market analysts, merchandising and research people, advertising specialists of all sorts.

But with all this, they are business people, running an independent business, financially responsible,
applying their creative skills to the business of helping to make their clients advertising succeed.
The work that advertising agencies do is described in the “Agency Service Standards” of the American
Association of Advertising Agencies.

These Service Standards, a delineation of fundamentals of successful agency operation, enable

advertisers and media to know what to demand and agencies to know what may be expected of them in
dealing wit the problems of advertising.

Agency service, according to the “Agency Service Standards”,consists of interpreting to the public or to
that part of it which it is desired to reach, the advantages of a product or service. A firm engaged in
providing services of advertisement for clients to create awareness and market for them is known as
advertising agency. These agencies involve people with specialized skills and knowledge who are well
versed in marketing, advertising and consumer behavior. These experts combine their talent to create
advertisement for their clients. Therefore, an advertising agency is a specialized organization helping its
clients to adopt advertising for marketing their goods and serviAccording to American Association of
Advertising Agency an advertising agency is one –

i. Which is an independent organization.

ii. Which is composed of creative and business people.

iii. Who develop, prepare and place advertisements in media.

iv. Which is for sellers seeking to find customers for their goods and services.

Philip Kotler opines that “Advertising agency is a marketing service firm that assists its clients in
planning, preparing, implementing and evaluating various activities of advertising campaign.”

Another view expressed by Rozer and Borton is that “Advertising agency is a group of persons who have
a specialization in advertising. It includes ad copywriters, ad designers, media selectors and advisors for
various advertising issues”.ces in most effective manner.

17.Market Research

Market research is defined as the process of evaluating the feasibility of a new product or service,
through research conducted directly with potential consumers. This method allows organizations or
businesses to discover their target market, collect and document opinions and make informed decisions.

Market research can be conducted directly by organizations or companies or can be outsourced to

agencies which have expertise in this process.

The process of market research can be done through deploying surveys, interacting with a group of
people also known as sample, conducting interviews and other similar processes.

Primary purpose of conducting market research is to understand or examine the market associated with
a particular product or service, to decide how the audience will react to a product or service. The
information obtained from conducting market research can be used to tailor marketing/ advertising
activities or to determine what are the feature priorities/service requirement (if any) of consumers.

Three key objectives of market research

A market research project may usually have 3 different types of objectives.

Administrative: Help a company or business development, through proper planning, organization, and
both human and material resources control, and thus satisfy all specific needs within the market, at the
right time.
Social: Satisfy customer’s specific needs through a required product or service. The product or service
should comply with the requirements and preferences of a customer when it’s consumed.
Economical: Determine the economical degree of success or failure a company can have while being
new to the market, or otherwise introducing new products or services, and thus providing certainty to
all actions to be implemented.
Conducting research is one of the best ways of achieving customer satisfaction, reducing customer
churn and elevating business. Here are the reasons why market research is important and should be
considered in any business:

Valuable information: It provides information and opportunities about the value of existing and new
products, thus, helping businesses plan and strategize accordingly.
Customer-centric: It helps to determine what the customers need and want. Marketing is customer-
centric and understanding the customers and their needs will help businesses design products or
services that best suit them.
Forecasts: By understanding the needs of customers, businesses can also forecast their production and
sales. Market research also helps in determining optimum inventory stock.
Competitive advantage: To stay ahead of competitors market research is a vital tool to carry out
comparative studies. Businesses can devise business strategies that can help them stay ahead of their
competitors.

18.Advertising Research

Advertising is bringing a product (or service) to the attention of potential and current customers.
Advertising is focused on one particular product or service. Thus, an advertising plan for one product
might be very different than that for another product. Advertising is typically done with signs,
brochures, commercials, direct mailings or e-mail messages, personal contact, etc.

Promotion keeps the product in the minds of the customer and helps stimulate demand for the product.
Promotion involves ongoing advertising and publicity (mention in the press). The ongoing activities of
advertising, sales and public relations are often considered aspects of promotions.
At a recent industry conference on account planning, it was actually strongly asserted that one of the
most liberating forces of social justice on the scene today was a “new” form of advertising research-
account planning. Ok, let’s get this straight… Advertising account planners will be the next social
revolutionaries; they will feed the poor, fight social injustice, and brig one universal peace, love, and
understanding? Yeah, right.
But that is the kind of rhetoric that some people actually use to describe account planning: the “new”
thing in advertising and promotion management/research. Some agencies are adopting this system, and
many more are celebrating it in theory. While it may or may not be any big deal in reality, some of the
thinking surrounding it is different.

The account planning way of thinking merges the research and brand management business. It says that
figuring out what’s cool, projecting that in your brand, and keeping it cool is all one brand management
function. The advertising and promotion agency’s share of the brand management business has to do
with not only creating, but constantly maintaining the brand.
 19.Historical Development Of Advertising In Mass Media
Advertising is a process, not a medium in its own right, although it uses different media forms to
communicate. Advertising, in its simplest form, is the way in which the vendor or manufacturer of a
product communicates with consumers via a medium, or many different media. HISTORY Egyptians used
papyrus to make sales messages and wall posters.

Commercial messages and political campaign displays have been found in the ruins of Pompeii and
ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient
Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient
advertising form, which is present to this day in many parts of Asia, Africa, and South America. The
tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC.
History tells us that Out-of-home advertising and billboards are the oldest forms of advertising.

As the towns and cities of the Middle Ages began to grow, and the general populace was unable to read,
signs that today would say cobbler, miller, tailor or blacksmith would use an image associated with their
trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour.
Fruits and vegetables were sold in the city square from the backs of carts and wagons and their
proprietors used street callers (town criers) to announce their whereabouts for the convenience of the
customers.

As education became an apparent need and reading, as well as printing, developed advertising
expanded to include handbills. In the 17th century advertisements started to appear in weekly
newspapers in England. These early print advertisements were used mainly to promote books and
newspapers, which became increasingly affordable with advances in the printing press; and medicines,
which were increasingly sought after as disease ravaged Europe. However, false advertising and so-
called “quack” advertisements became a problem, hich ushered in the regulation of advertising content.
As the economy expanded during the 19th century, advertising grew alongside. In the United States, the
success of this advertising format eventually led to the growth of mail-order advertising. In June 1836,
French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its
price, extend its readership and increase its profitability and the formula was soon copied by all titles.
Around 1840, Volney B.

Palmer established the roots of the modern day advertising agency in Philadelphia. In 1842 Palmer
bought large amounts of space in various newspapers at a discounted rate then resold the space at
higher rates to advertisers. The actual ad – the copy, layout, and artwork – was still prepared by the
company wishing to advertise; in effect, Palmer was a space broker. The situation changed in the late
19th century when the advertising agency of N. W. Ayer & Son was founded.
Ayer and Son offered to plan, create, and execute complete advertising campaigns for its customers. By
1900 the advertising agency had become the focal point of creative planning, and advertising was firmly
established as a profession. Around the same time, in France, Charles-Louis Havas extended the services
of his news agency, Havas to include advertisement brokerage, making it the first French group to
organize. At first, agencies were brokers for advertisement space in newspapers. N. W.
Ayer & Son was the first full-service agency to assume responsibility for advertising content. N. W. Ayer
opened in 1869, and was located in Philadelphia. At the turn of the century, there were few career
choices for women in business; however, advertising was one of the few. Since women were responsible
for most of the purchasing done in their household, advertisers and agencies recognized the value of
women’s insight during the creative process. In fact, the first American advertising to use a sexual sell
was created by a woman – for a soap product.

Although tame by today’s standards, the advertisement featured a couple with the message “The skin
you love to touch”. Advertisements of hotels in Pichilemu, Chile from 1935. In the early 1920s, the first
radio stations were established by radio equipment manufacturers and retailers who offered programs
in order to sell more radios to consumers. As time passed, many non-profit organizations followed suit
in setting up their own radio stations, and included: schools, clubs and civic groups.

When the practice of sponsoring programs was popularized, each individual radio program was usually
sponsored by a single business in exchange for a brief mention of the business’ name at the beginning
and end of the sponsored shows. However, radio station owners soon realised they could earn more
money by selling sponsorship rights in small time allocations to multiple businesses throughout their
radio station’s broadcasts, rather than selling the sponsorship rights to single businesses per show. This
practice was carried over to commercial television in the late 1940s and early 1950s.

A fierce battle was fought between those seeking to commercialize the radio and people who argued
that the radio spectrum should be considered a part of the commons – to be used only non-
commercially and for the public good. The United Kingdom pursued a public funding model for the BBC,
originally a private company, the British Broadcasting Company, but incorporated as a public body by
Royal Charter in 1927. In Canada, advocates like Graham Spry were likewise able to persuade the federal
government to adopt a public funding model, creating the Canadian Broadcasting Corporation.

However, in the United States, the capitalist model prevailed with the passage of the Communications
Act of 1934 which created the Federal Communications Commission (FCC). However, the U. S. Congress
did require commercial broadcasting companies to operate in the “public interest, convenience, and
necessity”. Public broadcasting now exists in the United States due to the 1967 Public Broadcasting Act
which led to the Public Broadcasting Service (PBS) and National Public Radio (NPR).

In the early 1950s, the DuMont Television Network began the modern practice of selling advertisement
time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs
and compensated by selling smaller blocks of advertising time to several businesses. This eventually
became the standard for the commercial television industry in the United States. However, it was still a
common practice to have single sponsor shows, such as The United States Steel Hour.

In some instances the sponsors exercised great control over the content of the show—up to and
including having one’s advertising agency actually writing the show. The single sponsor model is much
less prevalent now, a notable exception being the Hallmark Hall of Fame. The late 1980s and early 1990s
saw the introduction of cable television and particularly MTV. Pioneering the concept of the music
video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message,
rather than it being a by-product or afterthought.
As cable and satellite television became increasingly prevalent, specialty channels emerged, including
channels entirely devoted to advertising, such as QVC, Home Shopping Network, and Shop TV Canada.
With the advent of the ad server, marketing through the Internet opened new frontiers for advertisers
and contributed to the “dot-com” boom of the 1990s. Entire corporations operated solely on advertising
revenue, offering everything from coupons to free Internet access.

At the turn of the 21st century, a number of websites including the search engine Google, started a
change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help,
rather than inundate, users. This has led to a plethora of similar efforts and an increasing trend of
interactive advertising. The share of advertising spending relative to GDP has changed little across large
changes in media. For example, in the US in 1925, the main advertising media were newspapers,
magazines, signs on streetcars, and outdoor posters.

Advertising spending as a share of GDP was about 2. 9 percent. By 1998, television and radio had
become major advertising media. Nonetheless, advertising spending as a share of GDP was slightly
lower—about 2. 4 percent. A recent advertising innovation is “guerrilla marketing”, which involve
unusual approaches such as staged encounters in public places, giveaways of products such as cars that
are covered with brand messages, and interactive advertising where the viewer can respond to become
part of the advertising message.

Guerrilla advertising is becoming increasing more popular with a lot of companies. This type of
advertising is unpredictable and innovative, which causes consumers to buy the product or idea. This
reflects an increasing trend of interactive and “embedded” ads, such as via product placement, having
consumers vote through text messages, and various innovations utilizing social network services such as
Facebook.

20.Roles Of Advertising In The Society

The mere mention of the word "advertising" evokes an instant surge of negative emotions in people
who see it as a way for marketers to coerce them into buying something they don't need. Many business
owners view advertising as an expensive, yet necessary, means to get their products and services in
front of those who will buy them.
For hundreds of years, advertising has straddled the line between good and evil, having been both the
means of spreading the word about life-changing innovations and a convenient way for charlatans to
hook their unsuspecting prey. The role of advertising has evolved over the years, but its mark on
American society is clear.
The Function of Advertising
In its broadest definition, advertising is a way of calling attention to something. The sponsor of the ad
usually pays for ad space, whether print or digital, broadcast television or radio, outdoor or online and
social media. There are different reasons to advertise:
Increase sales: Products or services are usually advertised to generate sales for a business. This could be
when a product is new, when a new version comes out or during special sales events.
Make an announcement: New products or additions to a product line are often advertised with a big
splash. A business may announce its new location, new owners, new chef or anything new in an ad. It
doesn't need a special price sale; the point is bringing people in for the excitement of newness. Grand
openings are like a party and are advertised to get the word out to as many people as possible on the
theory that if they attend, they're more likely to return.

Establish brand awareness: A business may run a series of ads, or one ad many times, to become a
familiar name or to make the public aware of what the company does, what the owners believe in or
what the business is known for.

Businesses are often disappointed to learn that running an ad once or twice usually won't accomplish
any of these goals. A long-held theory in the advertising business is The Rule of 7. This means that
prospective customers need to see or hear your message seven times within a short time frame for
them to remember it, who the advertiser is and what they're selling.

Though the exact number of times needed has been debated through the years, the point is that people
are busy with their own lives. If they're not looking for your ad, they may speed past it the first few
times. Gradually, it breaks through their awareness and they look at it. But it will take a few more times
before they remember its message and the advertiser.

Advertising and Society

The importance of advertising in our life cannot be overstated. Through the years, advertising has both
reflected the times and taken the lead to influence society. Ads from any era give accurate and
sometimes shocking glimpses into what was important in society at the time.

Among the early American settlers were business owners with products to sell: bread and other foods,
candles, books, cooking implements and cloth for making clothes. There was no Federal Trade
Commission looking out for fakes and frauds, so dubious products like tonics for every ill were also
advertised. Right next to the ads for products were ads announcing the sale of slaves or rewards for
finding runaway slaves.

With westward expansion, ads touting real estate and tourism were prominent. Ads beckoned the
adventurous to head west for the gold rush or for plentiful jobs building railroads.

Advertisements announced wartime needs long before Rosie the Riveter became a famous pinup girl
during World War II. Civil War ads reveal the pressing need for uniforms and shoes to outfit hundreds of
thousands of soldiers. Women who took over men's jobs while they were at war had little time for
household chores, so ads touted ready-made goods and time savers.

During the 1960s, at the height of the civil rights movement, advertisers started to show black models in
their ads. This was helpful in reaching black buyers but also showed how society was changing and
helped that change become accepted.
22. SUMMARY AND CONCLUSION
Advertising is any paid –for communication intended to inform and /or influence one or
more people’.
Here, the first element paid for distinguishes advertising from free publicity. The second
element communication indicates transmission of messages and the use of a medium. The
third element intentional is about advertisements being goal-oriented.
Fourthly, inform and/or influence indicates about the persuasive nature of advertising.
One of the earliest definitions of advertising was: ‘The dissemination of information
concerning an idea, service or product to compel action in accordance with the interest of
the advertiser’.
This definition tells us about advertising being a kind of communication about a product,
service or idea, and is being goal-oriented. However, it does not include many important
aspects of advertising.
Thus, Advertising can be best defined as: ‘any paid for non-personal communication used
with persuasive intent by identified sponsors though various media to promote goods,
services and ideas, etc.’
Today advertising is a part of our everyday life. It is all around us. We cannot escape
lookingat it or listening to it. Even if we are not consciously looking at it or listening to it, the
message of advertising reaches and influences us. It is often recorded somewhere at the
back of our minds and is recalled when we are buying something or looking for a particular
service.