Buides, educates as well as protects buyers so that they can buy intelligently. It creates and delivers high standard of living to innumerable people. It has made possible tremendous industrialization and economic development in many countries. Meaning and Definitions Advertising is a common-form of non-personal communication about a product, service or a company by an identified sponsor. The word advertising is derived from the Latin word, “advertero” which means to turn people's attention to a specific thing. Green says, “Advertising is an art". Advertising has been defined by different experts and scholars. Some of the definitions are given below : “Advertising consists of all the activilies/involved in presenting to a group a non-personal, oral or visual, openly sponsored message regarding a product, service or idea. This message called an advertisement is disseminated through one or more media and is paid for by the ident fied sponsor.” ~Stanton “Advertisement is any paid form of non-personal presentation and promotion of ideas, goods or Services by the identified sponsor. Publicity is any form of commercially significant news about a Product, and substitution, a service or a person published in space or radio time tha! is not paid of by the sponsor’ American Management Association “Advertisement. is. printed, written, “spoken or graphic salesmanship, Advertisements are Gesigned to sell the products of the. advertiser and to influence favourably the public mind, individually and collectively with réspect to the interest of the adveriiser’, -Frank Prespray “Tis seling in print or presenting a commodity in print to the people in such a way that they may be induced to buy it. ‘ : : ~Prof. Starch “Advertsing is mass communication of information intended to persuade buyers as to maximize profits”. s -Littlefieta From the above definitions following features of advertisement can be drawn. 1. Advertisement is a message for larger groups having commercial value. 2. Advertisement is always identifiable with the sponsoring authority or advertiser. 3. It is a mass non-personal communication. It can be in written, spoken or visual form. It may be a sign, a symbol, a commercial an electronic media, coupons, gift cards etc. 4, Advertisement guides or helps buyers to make satisfactory purchases, 5. Advertisement is a paid form and hence commercial in nature. Advertising is no longer confined to providing of information, it rather aims at Persuading people to take some action on it which will be of benefit to the advertises Traditionally, advertising has been considered primarily a business function, bue many non-business organizations such as hospitals, charitable societies and edueatiencl institutions ete. use it as a tool to accomplish their communication goals, Objectives of Advertising Advertising has become the life-breath of the modern business. Its primary objective is to increase sales. Being © versatile communication tool, companies ase. using ‘advertising to achieve various short-term and long-term objectives i | | | |Main objectives of advertising are a8 LOllows + 1. To build a good business image : The image of the business is very important in the present time of mass production and mass distribution. Once the reputation of the business and goodwill is established in the market of organization, the goods are sold automatically. Advertisement helps the business to enhance the goodwill and the reputation of the firm in the heart of wholesalers, retailers and consumers and public in general. * 2. To increase sale and market share: Every business organization wants to make a higher profit and this is possible by increasing the sales volume and to get a higher share in the overall market and advertisement makes it possible. 3. To facilitate personal selling : Advertisement makes ground of the product in the market before the salesman approach the consumers. The salesman’s job becomes easier and simple to convince the consumers. Advertisement and salesmanship are not mutually exclusive but complimentary. 4. To provide rationalizing for buying : Advertising educates the consumers for the uses of a product. It helps in explaining to the potential customers about its utility and reliability. It also makes the people aware that how our product is better than the other substitute products available in the market. 5. To introduce new product and services : When any new product is introduced in the market, the people are made aware about the features of the product it carries through advertisement. Advertising attracts the customer about the product’s availability and to make known the advantages of full use of product. 6. To combat competitor’s advertising : Advertising helps the company to wipe off the wrong impression created by competitors about the product in the market. Sometimes you have to make the advertising keeping into mind the rival's advertisement and to neutralize the impact of their advertisement on the product. For instance, the advertisement given by the two major rivals of soft drink Pepsi and Coca-cola, two detergent bars Rin & Tide. 7. To publicise the brand preference : Advertising may be helpful in creating the awareness and acceptance of brand preference among the buyers. It tries to create the brand loyalty among the people, which further helps the company to stabilise its business. There are many brands known to the customers available in the market. For instance, Samsung, Sony, Lux etc. are the most accepted brands by the users. 8. To improve the morale of the dealers and salesmen : Continuous advertising campaign helps the dealers and salesmen to increase their sales and it works as a link ee a ee aoe morale of the dealers and the salesmen forts to sell the product. Advertising and Publicity Advertising as well as publicity make a non-personal presentation to the masses to make them aware about the various aspects of products like equality, price and its usefulness etc. Most of the times these two terms are used interchangeably. However these two can be distinguished as follows :Basis of Difference Advertising Publicity 1. | Form of communication It is a communication. owners and the audience. paid form Media advertising agencies bill the advertisers for passing the message to of | It is not a paid form of communication. It is of information value. Publicity may or may not be paid for by the sponsor for the use of space and time. 2. | Purpose of the message and the purpose of advertising. The promotion, the identity sponsor are clearly known in The idea of promotion, the the | identity and the purpose of the serider of the message are not much clear. Sponsor may be kept in dark. 3. | Control over the message message space and time. ‘As sponsor is giving hefty payment to media-owners in advertisement, so sponsors are having control over the ‘The message of the sponsor is controlled by the media in respect of space and timing with other dimensions such as style. 4. | Public Acceptance Advertising messages sometimes not seriousiy by the public. taken are | Publicity commands respect, prestige and esteem and able to gain public acceptance. 5. | Method It is specific in connotation | It is generic and involves a and coverage. It is a method | number of methods including of publicity. advertising. Example Promotion of movies in Live | Good or bad remarks ‘TVShows. appearing in newspaper about a movie. Advertising and Salesmanship Advertising and salesmanship are the twins of the same parents and serve the same objectives. Advertisement and salesmanship both are important and play a crucial role in marketing. Both are inseparable and complimentary to each other. distinguished on the following basis. These two can be communication between the buyer and seller. Basis of Fe A Difference Advertising Salesmanship 1. | Concern It is concerned with public in} It is concerned with specific general. individuals 2. | Nature It is a non-personal persuasive | It is a personal and direct communication between the buyer and seller. 3. | Role played Tt is done by an independent media. It is done by the salesman duly ‘employed by the company. 4. | Cost It is less costly. Advertisers have to pay to media once. It is costly. Regular salary and incentives are to be paid to salesmen. 5. | Flexibility It is not Mexible. Advertisements are shown at fixed timings, It is flexible. Salesmen can adjust time and message according to convenience of buyer.[ Creation of } It creates an interest in buyers in It creates an interest according to the needs of individual buyers. Interest general way. Types of Advertising The firm's promotional objectives determine the type of advertising it uses. Broadly speaking, there are two types of advertising : Institutional advertising and Product advertising. 1. Institutional advertising. If the aim of company’s promotion plan is to build up the image of the company, or the industry, institutional advertising may be used. This type of advertising promotes the corporation as a whole. It is designed to establish, change or maintain the corporation's identity. While doing institutional advertising, four types of audiences are kept into consideration : the public, the investors, customers and the employees of the company. For example P and G advertises its environmental efforts such as recycling plastic detergent bottles and composting disposable diapers. Nestle advertises its whole range of products under one name. Sess isi! vertising stablishing.an image or identity of a:compaiy into the minds of the _audie ce. THE BANK FOR YONE 2. Product advertising. Product advertising promotes specific product or service. It used by business, government organizations and private non-business organizations to somote the uses, features, images and benefits of their services and products. Product iertising is sub-divided into pioneering advertising, competitive advertising and imparative advertising.Pioneering advertising is used to stimulate primary demand for a new product. Main aim of such advertising is to inform people about the basic nature of product, its use and its availability. For example advertising for cars, soft drinks produced for the first time. 3. Competitive advertising is used to influence demand for a specific brand. It highlights brand’s uses, features and advantages that benefit consumers and which may not be available in competing brands, Automobile advertising uses competitive messages highlighting quality, performance and image. Coca-Cola and Pepsi use competitive messages to attract public, , 4. Comparative advertising directly or indirectly compares two or more competing brands on one or more specific attributes. Various researches found that direct comparison in advertisement attracts attention and may thereby enhance purchase intentions. Consumers able to recall more message points from the comparative ads.i a 3DENT - NOW BETTER THAN COLGATE STRONG, DELIVERS 130% GERM ATTACK POWER’. fi “Tn Some nations, regulations do’ not: are the best or better tl a r Advantages of Advertising In the era of modern marketing, advertising plays an important role. In the present scenario of mass production and distribution advertising creates a demand for the product and helps in increasing the sales volume and ultimately the profitability. It is beneficial for producers, consumers, middlemen and society in general. Following are the important advantages. 1. Helps in expanding the market: Every company wants to grow and is interested in increasing its profit. Advertising plays a significant role in exploring the new markets for the product. It helps in addition of new customers and retaining the existing customers. 2. Reduction in cost: Advertising helps in establishing a direct contact between the nsumer which minimises the marketing intermediaries which further producer and the coi f cost of the product. Thus, consumer gets the product at reasonable leads to reduction o! prices. 3, Increases sales and profits: Advertising enables a company to maximize its sales volume and the profitability. It makes possible to realize better prices of product through demand stimulation, brand image and brand loyalty. It also stabilizes the demand of a product by regular and frequent advertising and supplementing other selling efforts. 4. Boon for a new product: Advertising is greatly helpful in the introduction of a new product in the market. It familiarizes the.customers with the new product and it: full uses and also stimulates the people to buy the product.5. Supports the salesmen and reduces their burden: Before the salesman meets the customer the advertising already had its impact on them so it makes the job of a salesman easier, Advertising facilitates the work of salesmen. Advertising and salesmanship are complementary to each other. to make them 6. Awareness to consumers: Advertising facilitates the consumers ti he market and educating them about their utility. he product about its attributes. It also helps fits of the product. Moreover, advertisement ers becatise it is only through ts and special schemes attached to aware about the product available in t It also helps the consumers to familiarise t the consumer to know the comparative bene! protects the customers from being cheated by sel advertisement they come to know about price, discoun the particular products. 7. Creates brand loyalty: Advertising also reinforce positives attitudes toward brands. When consumers have a neutral or favourable attitude toward a product or brand, they are often positively influenced by advertising for it. When consumers are already highly loyal to a brand, they may buy more of it when advertising for that brand increases. 8. Advertising creates employment: Advertising has become a very professional and specialized activity. In big cities and towns there are many specialized advertising agencies and large organizations have their own advertising departments. Advertising provides and generates employment opportunities for different kinds of people. It gives employment to models, singers, painters, photographers, writers and artists. 9. Advertising facilitates better standard of living: Advertising inspires and stimulates the people to earn more and spend more. It has been observed that the people start searching the product in the market immediately after the advertisement. So definitely the advertising changes the life-style of the people even for lower middle class and the poor families. Advertising helps the people to use better quality products and to improve their standard of living. 10. Encourages healthy competition: The big advantage of advertisement is that it encourages healthy competition among manufacturers. All the manufacturers try to develop new and quality products to attract more customers. 11. It improves the reputation of the business: Different companies advertised different goods under different brand names. Repeated and regular advertising and better quality of products enhances the goodwill of the producer and the company. It is clear from the above discussion that advertising has numerous advantages. It is the backbone of modern national and international marketing. Advertising aims at committing the producer, educating the consumer, supplementing the salesman and converting the dealer to eliminate competitor. Disadvantages of Advertising Inspite of many benefits of advertisin, i ig to the prodi suffers from the following drawbacks. So Sea ie the heey Sometimes advertising misleads the people about the e ie A | fee nee ied i Pea relating to features and uses of the product a Guct when the consumer actually uses it. TI dvertisi misinforms the people which is against the ethics of the business ie2. Makes the product costly: Generally, the cost of advertising is included in the price of the product. The large company spends millions of rupees on the advertisement and ultimately the cast of advertising is added to the product cost which increases the cost of a product and the burden has to be borne by the ultimate 3. Bad impact on the society: Advertisement has become a tool for those companies whose aim is just to earn the profit irrespective of its consequences. Many products like Cigarette and Tobacco, wine and gutaka ete. are being freely advertised on various advertising channels. The people just start buying and using these harmful products because of advertising. So this has given birth to many social evils. 4. More exposure to women: Most of the companies are giving very vulgar and stupid advertisements just to attract the people towards their product. In the recent times the companies have started showing the women exhibiting their nude bodies, in their advertisement, which has brought the society to the lowest ebb and moral degradation. 5. Encouragement to monopoly: Multinational corporations or big organizations spend huge amount of money on advertising. Thus, big organizations eliminate small organizations from the market and it creates monopoly like situation. 6. Encouragement to excessive expenditure: Advertisements act as hidden persuaders. Advertisements persuade people to buy those things which they cannot afford or do not need. 7. Advertising is a waste: If advertising fails to achieve its objectives then, the amount spent on the advertising is a waste and newly introduced products may lead to the waste of the existing variety of the production, because everybody wants to have the latest arrivals in the market. The latest and improved model of products leads to elimination of the old one. This is nothing but wastage of resources. Advertising Media Success of any advertisement does not depend upon how well-designed and attractive that advertisement is, rather it depends upon the right choice of media keeping into consideration the target market. ‘There are various media of advertisement and it is necessary that every business enterprise should consider its objectives of advertising before selecting » media. The success or failure of the enterprise depends to a large extent on this decision. Selection of media depends upon a number of factors as mentioned below : 1, Nature of product: If the nature of product is such that it is to be sold in the local market, it should be advertised through outdoor media such as advertisement boards, wall painting, loud speakers, cinema slides etc. If a product is to be sold throughout the country, it should be advertised through newspaper, magazines, radio and television ete. 2, Object of advertisement: Selection of media also depends upon the object of advertisement. If the objective is to create a demand or increase sales, outdoor advertising, advertising through radio or television would be better. If the objective is to recruit employees or matrimonial etc. press may be the best media of advertising. 3. Goodwill of the media: Before selecting a media, business enterprises usually assure its good reputation and goodwill.4. Cost of advertising media: It is one of the most important factors before selecting a media, Ability to bear advertising cost differs from enterprise to enterprise. Therefore, media of advertising is selected after considering its cost. | 5, Nature and status of customers: Selection of media depends upon the economic status, attitudes and education of customers. If the customers are illiterate, outdoor advertising and advertising through radio and television may be effective media. If the customers are educated, press (newspapers, magazines, journals, displays) may be -nore offectiv 6. Policy of competitor: for their products after considering the advert to survive in the competitive market, 7. Effectiveness of advertisement. Advertisement of a particular product shows desired results and prove to be eflective only when it is repeated from time-to-time. Therefore, for the advertisement of a product, that media must be selected which repeat the message at different times, . Z Types of Advertising Media ‘There are a number of media available in the market at present. It is a device which is used to communicate the message, either written or oral, to the potential customers. Advertisers should use that media which satisfy the objective of advertisement. Media of advertisement may broadly be divided into four parts : Press/Print advertising Outdoor advertising Advertisement through mail Display media/Visual merchandising 5. Other media, 1. Press/Print Advertising : Business enterprises must select the media of advertising ing policies of thelr competitors in erder BeeThe most popular and cheap media of advertisement is press. It is regarded as the best. medium of advertisement because of its wide circulation. It comprises of Newspapers, Magazines and journals. {a) Newspapers In India there are many languages and newspapers which are being published in almost 100 languages, at national level, state level or district level. Newspapers are having large demand and wide coverage. Regular and frequent advertisement is possible through newspaper. Advertisement given by the companies reaches the public quickly and they act accordingly. But advertisement through the newspaper has short life. Advantages : 1. It has a wider coverage. It reaches each and every corner of the country. It is considered to be a cheap media of advertisement. . In increases the knowledge of consumers. |. Regular and frequent advertisement is possible. . It makes quick results. Lengthy matter for advertisement can be given. . Advertiser can select shape and size according to his need and circumstances. Disadvantages : 1. It has a short life. It's a common saying, “Today's newspaper is tomorrow's waste paper”. 2.. This media of advertisement is not suitable for illiterate customers. 3, It is not necessary that readers go through all the advertisements as every person reads the newspaper with a specific objective in mind. 4, There are no chances of display and demonstration. They have poor colour reproduction and the inability to use fine artwork. Mawsnwn {b) Magazines and Journals There are many magazines and journals which are being published weekly, monthly or quarterly. Advertisements given in the magazines and journals are usually coloured, attractive and more descriptive which gives lasting impression to the readers. Magazines and journals are of three types. General magazines are meant for everyone. These magazines cover almost every field of life. Specialised Magazines are meant for a Specific group of consumers like ‘Champak’ for children, ‘Femina’ and ‘Women’s Era’ for ‘women, “Chartered Accountant” for the students of C.A. and so on. Professional journals for doctors, lawyers, and others. Special Issues enjoy national and international Gueulations, These are Deepawali Malar, Directory which contain a large number of advertisements also. Recent research indicates that in some cases, magazines are actually a better option than Television. A study by A.C. Neilson Company revealed that people wno viewed ads in magazines were 2% to 37% more likely to purchase product than the people who viewed the ads in T.V. Advantages 1. Ithas a longer life than newspapers. 2, Itis having a greater reference value of advertisement. 3, Advertisements given in magazines and journals have great impact on readers because these are read in leisure hours.4, The advertiser has a wide range of choice and he can select a magazine or journal according to his needs and requirements 5. Coloured advertisements attract the people very much. 1 Disadvantages : } 1. The cost of advertisement in magazines is higher as compared to newspaper as high quality papers and colours are used in magazines. 2. Planning in advance is required to advertise a product in the ma 3. These advertisements are not suitable for illiterate people. Since magazines and journals are published after a certain period of time, a message can be published only after a certain period. 5. Number of readers are less as compared to that of newspapers. 6. Itis less flexible. 2. Outdoor Advertising azine,The ithe oldest form of advertising. The main purpose of outdoor advertis draw attention of the public towards the products or services and to suppl promotional efforts undertaken by the manufacturers. Through outdoor adve pressaige is passed to those people who are out of their home. Most of the people go ont for come purpose or other Tike office, walk, journey or sight seeing ete, This method of cvertising is appropriate for those products which need a wide appeal. Various forms of outdoor advertisements are (a) PostersiMurals: Posters are sheets of papers made in attractive eoleaes and av pasted ou the walls of common places like bus stand, railway station, ma and crowded areas. To erect posters at important public places, the vi purehased or hired from the owner of the place. (b) Advertising Boards: ‘These boards are made of tin of high sive and beautiful colours. Message is displayed in brief. These boards i than posters. These are fixed on main cross! halls ste. Now a days flex f et play 84. Travelling display: In this form of advertisement back side or sides of buses &fid trucks are painted or posters are fixed. Beautiful posters are also placed inside trains, buses, vans etc. (c) Sky advertising: In this form of advertising, big balloons with message written on them are floated in the air. Such type of advertisements can be easily seen from the long distance. (f) Sandwichmen: Under this medium of advertisement, some persons are hired by the advertisers who move through busy roads in fancy and decorative clothes. They play musical instruments also and attract the attention of public. This type of advertisement is effective but has short life. (g) Window displays: This is very common form of outdoor advertising. Windows and counters are decorated to attract the attention of public in this type of advertisement. Advantages : 1. Outdoor advertising is the best medium for local advertising. 2. It always attracts the public. 3. It has a long life. 4, It is a low cost media of advertisement and suits the advertisement budget of every businessman. 5. Such advertisements have high degree of elasticity because advertiser can select number of posters and boards according to his requirements. Disadvantages : 1. Outdoor advertisements have very limited scope. Therefore, they can be used only as a supplementary type of advertising. 2. Some of the outdoor advertisements like posters and wall paintings damage the beauty of the city. 3. These advertisements are costlier than press advertisements. 3. Advertisement through Mail/Direct Mail Advertisement Direct mail advertising is that form of advertising in which advertiser can create direct contact with the customers. It is a common method. Advertisers send personal message in writing through post to some selected persons. The message may be different for different persons. Various forms of direct mail advertising are : sales letters, circulars, booklets and catalogues ; folders, package inserts, business reply cards, hourse organs etc. Sales letters are meant to induce the prospects to purchase a particular product or avail a particular service. These letters are sent directly to the prospects through post. These letters have the advantage of invoking immediate response from the prospective buyers. Circular is a detailed form of sales letter. Circulars usually contain several pages and describe all the details of a product or service like price, services, discount, multiple uses ete. They are particularly helpful in highlighting the product features as well as the whole range of products dealt by the sellers. Stuffers are brief sales messages on sales letters. Stuffers are used by thefilers prove" manufacturers of a variety of articles or services. ‘These stul ification of a number of goods and services. 1 times. They contain full folded severa! ‘ices. They are attractively designed with speci Folders are big sales letters which can be explanation and description of products and serv’ the aim of having immediate attention of the prospects. Catalogues and Booklets are sent to the customers W’ interest in purchasing a product or service. Catalogues are containing the price and features of goods. Generally, catalogues 4 businessmen, industrial buyers and large order placing customers who preserve them and refer to whenever necessary. : Booklets are similar to catalogues. T! about products and their features. House organs are published by compe 5 activities. These house organs generally co tures ete. for the purpose of influencing as © azines are usually supplied free of co d_ prospective customers. This is a costly form ol ‘rces only can afford such publications. hho either enquire or show illustrative price lists re sent to ‘hese contain helpful reference information, tell inform about nies from time to time to stories, jokes, ntain articles, ell as entertaining customers. st to wholesalers, retailers, ff advertising. company’ cartoons, pic! ‘These companies magi salesmen, present an Companies having large resou Advantages: 1. It establishes direct relation betwee to the buyers in their own tomer. The advertising en advertiser and cust d delivered directly to materials are sent ame ant them. It is highly selective. It is usually meant for sp sent to those for whom it is intended. In this way, ecific persons and message is wastage in advertising can be p minimized. eorecy because the advertising 3. In the direct mail, the advertiser can maintain st to the buyers. materials are directly sent 4, It saves time and energy of both the advertiser and customer. As the advertising materials are ent to the home address of the prospects, they re supposed to be jn a receptive mood. usually receive jt when they a 5, In direct mail advertising, the advertiser can measure the impact/effectiveness of advertising a5 response can be sought through mail. 6. Advertising materials of direct mail like catalogues, booklets, house-organs ete. have got some educative value. 7. Of all media, direct mail advertising is the most flexible, adjustable and adaptable medium. "Advertiser can send mail or number of mails over a period ofy ither a whole of the town, state or a country. ears and can cover © Disadvantages : 1. Practically $1 preparing an’ 2. This form of advertising is not suitabl 3. Many a times, it fetches no attention of the receiver. the prospects, it suffers from low reader interest. Unless, ensive method of advertisement. ‘The cost of d dispatching advertising materials to the prospects is very high. Je for all types of commodities. Without the request from customers themselves peaking, it is the expt4 LP — =f ¥ ? y ) ’ express their interest in the form of request, direct mail advertising receives little response, 4. Drafting a mail requires expertise. Moreover, the success of this media requires regular updating. 5. There are chances of fraud also. It is difficult to prepare a rclinble mailing list 4. Display Media/Visual Merchandising Display media of advertising is also known as ‘point of purchase advertising’, ‘point of sales materials’. This is nothing but displaying, arranging products in an attractive manner so as to catch the attention of the customers inside and outside the store. This medium of advertising has been gaining importance over the years. Dealers on their own hardly make sincere efforts to advertise the products or services. In such circumstances, display or dealer's aid plays an important role in familiarising products or services with the potential customers. At every stage of buying process, the potential buyers need persuasion. The dealer's point being the ultimate stage of the buying process also requires inducements. Such advertisements act as a final and effective motivator to the consumer while they are shopping. Display concepts are based on season, special events or occasion, festivals, colours, themes, culture, fashions and prevailing trends or a combination of two or more. Examples of display advertising are - hanging cards, display boxes, racks, counter displays, brand corners, window banners, wall posters etc. They are conveniently placed and attractively displayed in order to attract the attention of customers. (a) Window Display. Today, many retailers especially supermarkets prefer open windows and they use huge full length glass windows for product display visible from both sides. Manufacturers pay handsome rentals for getting place for their merchandise in these display windows. eg. Display in windows is quite suitable for apparel retailers. (b) Counter Display. Small, light weight items can be kept on counter for display. FMCG products, bakery items, chocolates, items like jewellery, cosmetics, and watch can be displayed in counters. (c) Live Display. Sometimes live models are used for product display at the entrance of the store. This is quite effective and common for kids wear. The models. dressed as cartoon characters to attract kids are common in supermarkets. (d) Brand Corners. Exclusive brands are displayed in the reserved areas in the supermarkets selling many reputed brands. For Example : In shoppers’ stop there are separate shelves for Satya Paul collection and Hi-design purses etc. Advantages : Displays and visual merchandising communicate effectively with customers and can convert visitors or viewers into buyers. They : (a) Ensure maximum product exposure. (v) Inform, educate and entertain the customer about the services and merchandise offered by the outlet. () Make it accessible for the customer to see, touch or even try the merchandise. (a) Enhance product appearance and image of the store. (e) Introduce new arrivals in store,() Increase sales when there is a unique or special offer announced. (g) Increase in-store traffic and sales during off-season. 5. Other Media ‘There are many other popular forms of advertisement also (a) Fairs and exhibitions: Tr de fairg and exhibitions are common form of advertising in India. Fairs and exhibitions are organized in different parts at different times (especially during festival days). In order to promote their products, all big or small businessmen and manufacturers take part in these by getting their stalls reserved. They are held on local, national or international level. It is a sort of ready-made market in which people are always interested. (b) Cinema: It is considered to be the cheapest and popular source of advertisement. Cinema is an audio-visual medium of communication. Advertisers get their cinema slides prepared and these slides are played in the beginning and during intervals. This form of advertising can create a good impact on the audience. It has a wide appeal. ‘This medium of advertising is gaining popularity day by day. Such advertising tends to be short and interesting. Mass consumptions items like toothpaste, soft drinks and services like Banking & insurance ete. are suitable for cinema or film advertising. Advantages : 1. Ithas got the advantage of creating deep impression on the audience. By way of convincing presentation and adequate demonstration of significant features, it is able to attract audience towards the product or service. p It appeals to both educated and uneducated people. It reaches the audience through eyes and ears by crossing the barriers of language and literacy. 3. This is the only medium of advertising which is able to hold the attraction of viewers throughout the advertisement and thus can have maximum impact on audience. 4. Cinema advertising has a wide appeal as it is made to a large group of people sitting at one place. 5, Sometimes, cinema advertising is prepared in regional language. As a result, the message conveyed through such advertisement is clearly understood by the viewers and leaves deep and lasting impression on them. Disadvantages = 1. The cost of preparing slides and feature films are very high. Therefore, such advertising is very costly. 2. Cinema advertising cannot be selective. Advertiser cannot focus on target customers as people of every age group visit cinema house. Thus, cinema advertising is not suitable for every commodity. 3. It is able to appeal only those people who visit cinema houses. ‘There are many people who do not visit cinema houses. (c) Radio: It is the quickest and oldest form of advertising. Commercial radio broadcasting is becoming popular and widely used in all countries. Radio advertising might not be considered glamorous but has picked its importance with the introduction of new stations like Radio FM, Radio Mirchi etc. Before the advert of television in late 60s,radio was quite popular. The listeners mitigated in 80s but since the turn of the century, radio has regained its lost listeners. Radio offers several advantages to advertisers. dvantages: : : te aan radio advertisers help the listener remember the message by creating a powerful image to visualize or through repetition. ' ; . Radio stations offer considerable flexibility and short lead time. Commericals can be recorded and placed on air within a few days and sometimes within fe hours, Ads can be changed quickly. rp 3. Radio also helps a national company that wants to modify each advertisemen: to local conditions. i 4. Another advantage of radio is intimacy. Listeners can develop proximity to the RJs and other radio personalities. In many of the programmes, songs are broadcasted on the request of the listener made through phonecall to RJ. Listening to same individual and having conversation with him becomes somewhat personalized. The bond or the intimacy level gives a radio personality a higher level of credibility and an edge to products and services the radio celebrity endorses. 5. Another major advantage is that radio is mobile. People can listen to their favourite programmes and songs anywhere at home at park, at workplace, in the kitchen etc. No other medium stays with the audience quite like radio. Disadvantages : Though radio offers several advantages yet the media has also not free from disadvantages : 1, Short exposure time of an ad is one of the disadvantages of this media. Most advertisements last only 15 to 30 seconds. Moreover, people listen radio while doing other activities such as driving, working on computer etc. and may not pay attention to the radio. . In metropolitan cities, there are many radio stations and advertising on all of them is not financially feasible. Reaching everyone in the target market is not possible unless all the stations are used. The radio stations have loyal listeners who do not prefer to listen to other stations. . Common problem with radio ads is putting two much information into one ad. It overloads the consumer and very little is retained, (d) Television: Television has tremendous impact on the viewers as it provides the ability to communicate sight, sound, motion and emotion. If a picture is worth a thousand words, a moving picture is worth ten thousand words. Television has man: advantages over other media, (i) Creativity and Impact: The interaction of creative flexibility and makes possible drammatie, li services. TV commercials can be used to convey a m develop emotional or entertaining appeals that interesting. (ii) Coverage and Cost Effectiveness: Televi the globe. Everyone, regardless of age, sex, inco sight and sound offers tremendous felike representations of production ‘ood or image for a brand help make a dull prod: ision advertising covers masses across me or educational level watches TV atleast for sometime. Because of its ability to reach large audience marketers find it cost- effective. (iii) Captivity and Attention: Most of us are exposed to thousands of advertisements each year unless we make a special effort to avoid them. The combined power of sight, sound, motion and emotion creates a synergistic effect that is more effective than when individual senses are stimulated. (iv) Selectivity and Flexibility: Advertisers can adjust their media strategies to take advantage of different geographic markets and by appealing to, groups with specific interests such as sports, news, history, arts and music etc. ‘Ads can also be scheduled to run repeatedly to take advantage of special occasions. Disadvantages : (i) High Cost: Despite the efficiency of TV in reaching large audience, it is an enormcusly expensive medium to advertise. (ii) Not Quantifiable: The impact of advertising cannot be measured in this media. As television media is covering masses, it is not possible to check how many people are purchasing a product after watching ad on TV. (iii) Not Suitable for Small Firms: As high cost is involved in it, this media is suitable for large firms only. Small firms cannot afford expensive procedure of advertis:ng on TV. (e) Internet: This media has achieved a great success in creating, increasing and maintaining the demand of the products. Where to find us Finchley Wet: advertising/e-advertising or online advertising has changed the face of advertising tremendously. In web advertising products and services are advertisedthrough internet media. As the importance of the NET triggered. The extra feature of e-advertising is providing The main objective of online advertising is to build bra develop qualified lead and conduct sales, grew, the scope of e-advertising the customer with interactivity, ind, drive traffic to the website, If the website is designed and written properly it can do an admirable job of playing the role of salesman. Various types of online advertising are Banner Ads (rectangular boxes of pre- specified size), Logos (which is placed at the top of the website), E-mail Ads, Classified Ads, Interstitials (An interstitial ad pops up when the uger loads a new page), Websites (many big business houses have their own websites e.g! Nike, Adidas ete.) “Vfuturism kestin Crowedstcim | org Rive GY Qacares GEES ruck kh twitxr twee! Fig. Social Media or Internet i Steps in Creating an Advertising Campaign Developing an effective advertising campaign requires a series of interconnected decisions related to budgeting, media and creative strategy. | 1st Step . Determine Advertising Objectives: This is the first step in the eee oo advertisng campaign. The objectives of a specific advertising campaign a pi dup nt overall corporate objectives. Increasing brand awareness, generating more sales, increasiny s and supportifig the personal selling effor increa: rsonal selling « objeétives for advertisement.‘The advertisement must create desire for the product. The creative process may help " ; fn : the creative team bring out unique and innovative advertising campaign. 3rd Step ae Make Media Selection. Selection of media depends upon the promotional objectives of the company. For selection of media several major criteria are used. Target Market (whether marketers try to reach children, teenagers or 50 years old consumers). i Audience selectivity (people watch different channels like POGO, ESPN, Discovery, News channels etc.) i * Geographic selectivity (It is coverage of specific area like local radio, newspapers etc.) * Cost per contact (It is the cost of reaching one member of the target market). ¢ Flexibility (Some media cannot provide flexibility because advertiser has to send final copy of advertisement several months before publication). * Noise level (In some media there are chances of distraction e.g. while watching television, people do chatting also). * Life span (some media have short span like radio commercial but advertisement in magazine can be read several times). 4th Step Evaluate the Campaign. The advertising manager has to find the answers to the following questions. What is to be done ? Who will do it ? When will it be done ? How will it be done ? Execution of the plan is one of the most difficult parts of the plan because if anything wrong has to happen it will happen at this stage of the plan. For successful execution manager has to authorize individuals responsible for execution. Evaluation of campaign is a very important step through which advertisers come to know whether the campaign led to an increase in sales or market share. Therefore, before putting an advertisement on TV or in magazines, it is pre-tested. The main motive of pre-testing is usually to eliminate mistakes. Once an advertisement has been developed and run in the chosen media, post testing should be done to see whether the company has achieved its objectives or not. Post testing helps in measuring brand awareness and measuring changes in attitudes about the product.