![Page 1: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/1.jpg)
INTRODUCTION TO INTRODUCTION TO ADVERTISINGADVERTISING
ASST PROF. JONLEN DESAASST PROF. JONLEN DESA
![Page 2: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/2.jpg)
Advertising means to inform, to make public aware about the existence of something.
Advertising creates demand and also maintains demand for a good.
INTRODUCTION
![Page 3: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/3.jpg)
The American marketing association (AMA) defines advertising as
“any paid form of non-personal presentation and promotion of ideas, goods or service by an identified sponsor.”
DEFINITION
![Page 4: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/4.jpg)
FEATURES OF ADVERTISING
![Page 5: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/5.jpg)
![Page 6: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/6.jpg)
OBJECTIVES OF ADVERTISING
![Page 7: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/7.jpg)
The Firm who’s product is being advertised
Target audience
Advertising Agencies
Advertising production people (artists) Government authorities: ASCI ( Advertising Standard
Council of India), ABC (Audit Bureau of Circulation) Advertising production firms.
PARTICIPANTS IN ADVERTISING
![Page 8: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/8.jpg)
BENEFITS OF ADVERTISING1. Benefits of Advertising to Manufacturers
2. Benefits of Advertising to Middlemen
3. Benefits of Advertising to Consumers
4. Benefits of Advertising to Salesmen
5. Benefits of Advertising to Society
![Page 9: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/9.jpg)
1. BENEFITS OF ADVERTISING TO 1. BENEFITS OF ADVERTISING TO MANUFACTURERSMANUFACTURERS
• Facilitates large scale production and marketing• Promotes new products• Creates new demand• Facilitates easy personal selling• Builds brand image• Ensures survival in competitive markets• Higher sales and profits for the manufacturer
![Page 10: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/10.jpg)
2. BENEFITS OF ADVERTISING TO 2. BENEFITS OF ADVERTISING TO MIDDLEMANMIDDLEMAN• Attracts local consumers• Faces market competition effectively• Maintains store image• Makes his shop attractive to prospects• Creates loyalty among customers• Facilitates quick turnover• Executes sales promotion programmes
![Page 11: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/11.jpg)
3. BENEFITS OF ADVERTISING TO 3. BENEFITS OF ADVERTISING TO CONSUMERSCONSUMERS• Provides Information & Guidance
• Acts as a reminder in marketing
• Provides benefits of market competition
• Raises standard of living
• Provides cost benefits
• Facilitates quick shopping
• Protects interest of the consumers
![Page 12: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/12.jpg)
4. BENEFITS OF ADVERTISING TO 4. BENEFITS OF ADVERTISING TO SALESMENSALESMEN• Reduces the work
• Provides more customers
• Quick and easy selling
• Provides feedback from customers
• Removes middlemen
• Time saved
• Higher income
![Page 13: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/13.jpg)
5. BENEFITS OF ADVERTISING TO 5. BENEFITS OF ADVERTISING TO SOCIETYSOCIETY• Provides employment
• Improves standard of living
• Higher revenue
• Growth of the economy
• Provides public service
• Bridges gap
![Page 14: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/14.jpg)
LIMITATIONS OF ADVERTISING LIMITATIONS OF ADVERTISING • Advertising encourages materialism
• Advertising compels people to buy things they do not need
• Advertising transfers business from one to another
• Advertising increases the cost of goods
• Advertisements can be false, misleading and deceptive.
• Advertising confuses people with too many products
• Wrong portrayal of women
• Advertising is vulgar in taste
• Consumption of harmful products
• Advertising develops monopolies
![Page 15: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/15.jpg)
INTEGRATED MARKETING INTEGRATED MARKETING COMMUNICATIONCOMMUNICATION
Integrated Marketing Communications (IMC) is defined as customer centric, data driven method of communicating with the customers.
Integrated marketing communications (IMC) is a process for managing customer relationships.
Also termed as promotion mix
![Page 16: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/16.jpg)
ELEMENTS/ TOOLS• Advertising
• Publicity
• Sales promotion
• Personal selling
• Packaging
• Trade fairs and exhibitions
• Direct marketing
• Internet
![Page 17: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/17.jpg)
FACTORS INFLUENCING GROWTH OF FACTORS INFLUENCING GROWTH OF ADVERTISINGADVERTISING• All round growth of media• Invasion of branded products• Growth of media business• Rise of animation era (All out, Toothpaste)• Increase of advertisers• Advertising linked with sports and tourism (Pepsi, Nissan,
Hyundai, Indian States)
• Rapid change in IT• Demographic factors• Social factors• Opening up of the economy• Rise of professional bodies (ABC, AAAI, ISA)
![Page 18: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/18.jpg)
FACTORS SUGGESTING A BRIGHT FUTURE FACTORS SUGGESTING A BRIGHT FUTURE FOR ADVERTISING IN INDIAFOR ADVERTISING IN INDIA• Industrial Growth• Urbanization• Rise of middle class• Popularity of credit cards• Mobile advertising• Greater use of link language• Rising literacy rate• Popularity of Internet• Online advertising• Changes in lifestyle• Expansion of markets• Market competition• Introduction of SMS
![Page 19: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/19.jpg)
ETHICS IN ADVERTISING• Ethics is a science of moral principles.
• It refers to the moral duty and obligation and advertiser has towards the society.
• Guide actions of advertisers
• Create sense of responsible behavior.
• Advertisements must have the quality of being true.
• Ethics in advertising means truthfulness and the absence of misrepresentation of facts in the advertisements.
![Page 20: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/20.jpg)
Some of the moral codes developed in advertising are :
•It should avoid attacking competitors unfairly.
•It shall be free from offensive to public decency.
•Ads showing testimonials should be restricted.
•Ads in poor taste and offensive to public decency must be avoided.
•Care should be taken while advertising children's products.
•Advertisers should tell the truth and express an honest opinion.
![Page 21: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/21.jpg)
FORMS OF UNETHICAL FORMS OF UNETHICAL ADVERTISINGADVERTISING• Exaggerated claims
• Unverifiable claims
• Misleading labels
• Alcohol & Tobacco Advertising
• Misuse of Testimonials
• Vulgar Tastes
• Total lies
• Advertising for children
• Soft targets
![Page 22: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/22.jpg)
FORMS OF UNETHICAL FORMS OF UNETHICAL ADVERTISINGADVERTISING
• Damaging ecological balance
• Display of violence & nudity
• Awards / Prizes
• Exploitation of elderly customer
• Surrogate Advertising
• Wrong Statistics
• Unfair comparison of competitor's product
• Ads- Orbit, Red bull, Mountain Dew, Chota Bheem, Tyres, Coke & Pepsi, Reynolds, Colgate & Pepsodent etc.
![Page 23: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/23.jpg)
![Page 24: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/24.jpg)
ADVERTISING & SOCIAL RESPONSIBILITYADVERTISING & SOCIAL RESPONSIBILITY
• Social responsibility is the obligation that a firm has towards society.
• Business depends on society for its existence and growth.
• A firm has got CSR towards various stakeholders.
• Advertisers too are responsible towards different sections of society.
• Advertisers should take care about their ads.
• Should not hurt the sentiments of any section of society.
• They should take responsibility for their actions.
![Page 25: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/25.jpg)
ADVERTISING & SOCIAL ADVERTISING & SOCIAL RESPONSIBILITYRESPONSIBILITY
• Show ads that will benefit the community or ads that are in in the interest of the public.
• Avoid misleading or ads with false promises.
• Ads should be supported by facts and true claims.
• Do not give false promises.
• Do not disturb the environment because of ads.
• Self regulation is very important.
• Educate, not exploit customers.
![Page 26: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/26.jpg)
ADVERTISING & CONSUMER ADVERTISING & CONSUMER PROTECTIONPROTECTION
• Customers purchase products to satisfy a need.
• Companies should see that their advertisements are in the interest of the public and in no way it should threaten the health, well being & safety of its customers.
• They should ensure full consumer protection.
• Advertisements should not be deceptive or false.
• Every consumer should be aware of his rights
• Consumers should be educated about their rights and advertisements can play an important role in doing the same. (Jagoo Grahak Jagoo).
![Page 27: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/27.jpg)
CONSUMER RIGHTS• Right to safety
• Right to be informed
• Right to be heard
• Right to choose
• Right to redress
• Right to healthy environment
• Right to basic needs
• Right to consumer education
![Page 28: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/28.jpg)
CONSUMER PROTECTION IS NEEDED CONSUMER PROTECTION IS NEEDED BECAUSE OF:BECAUSE OF:• Protection against unfair trade practices
• Protection against monopoly powers
• Protection against adulteration of food
• Protection against shortage in weights & measures
• Protection against inferior goods
• Protection against misleading advertisements
• Protection against deceptive packaging
• Protection against pollution
• Protection against advertising & selling harmful drugs.
![Page 29: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/29.jpg)
ADVERTISING & CONSUMER ADVERTISING & CONSUMER PROTECTIONPROTECTION
• Goods are hardly produced keeping in mind the likes and dislikes of the customers.
• In India, many customers are illiterate.
• It is hence necessary to several ways to protect consumers.
• Consumer protection is the need of the hour.
• 3 main agencies- Consumer Organization, Business Association and Government Legislations.
![Page 30: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/30.jpg)
ADVERTISING MEDIA• A channel of communication through which an
advertisement is transmitted to the target group of customers.
• Media of advertising are the different means/channels/vehicles used for the purpose of advertising.
• A company has a wide choice of advertising media.
• Each channel has its own advantages and disadvantages.
• Coverage is very important.
• Print media, electronic media, online advertising, outdoor advertising, point of purchase advertising etc are some of the advertising media channels that can be used for the purpose of advertising.
![Page 31: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/31.jpg)
SR.NO. CLASS OF MEDIA
TYPES INCLUDED
1. Print Newspapers, Magazines, journals, and other publications.
2. Broadcast Radio, TV(National Network), STAR TV,DD Satellite Channels.
3. Outdoor Posters, Hoardings, Neon Signs, Sky advertising, etc.
4. Transit/Vehicular Taxis and railway trains, Buses and Trams, Taxis and Auto-rickshaws, Private vehicles, tec.
5. Point of Purchase Banners, Hangings, Packaging, Stickers, Painted Signs, Window display.
6. Specialty Media T-shirts, buttons, caps, stickers, badges, diaries, calendars, key chains, etc.
5. Miscellaneous Direct mail advertising, Trolleys at airports, etc.
![Page 32: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/32.jpg)
ADVERTISING MEDIA
![Page 33: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/33.jpg)
1. NEWSPAPER ADVERTISING• Wide coverage.
• Classified based on frequency ,language and area covered.
• The choice of the paper depends on its circulation, readers, area, cost and general reputation of the paper.
• Extensively used medium of advertising
• TOI, Economic Times, Herald, GT, Indian Express etc
![Page 34: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/34.jpg)
FEATURES/ADVANTAGES• Popularity• Selectivity• Flexibility• Variety• Revenue earning• Benefit of Mobility• Detailed Information• High Coverage
![Page 35: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/35.jpg)
LIMITATIONS• Short life span.• Not suitable for illiterate.• Poor quality.• Small in size or print.• Demonstration of product not possible.• Limited attention by readers.• Newspaper Ads are normally black & white.• Cannot advertise industrial products
![Page 36: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/36.jpg)
• Magazines are periodical publications.
• They may be weekly, fortnightly, monthly or quarterly.
• Trade and technical journals for professional use.
• Special magazines for men, women, teens and children are also published.
2. MAGAZINE ADVERTISING
![Page 37: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/37.jpg)
MERITS
• Long life.
• High quality.
• Attractive and agreeable.
• Wide coverage.
• Better acceptance
• Economical due to limited frequency
![Page 38: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/38.jpg)
LIMITATIONS
• Limited circulation.• Lack flexibility.• Costly.• Daily repetition is not possible.• Difficulty in giving publicity to new
product.
![Page 39: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/39.jpg)
3. BROCHURE ADVERTISING
• Another form of print media.
• Used on a large scale in the automobile sector, electronic goods.
• Provides valuable information about the product, its features and performance.
• Conveys important information to the customer about the product.
• It makes use of text and pictures.
![Page 40: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/40.jpg)
• Conveys key messages quickly and concisely• Gives a vast layout of projects, products, concept.• May have lasting and reference value. • Given to visitors as a keepsake or information
gathering.• Can be descriptive.
ADVANTAGESADVANTAGES
![Page 41: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/41.jpg)
• Expensive to make • Can add to junk • If not creative enough can get discarded • Forgetable
DISADVANTAGESDISADVANTAGES
![Page 42: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/42.jpg)
• Advertising messages are broadcast in-between the programmes.
• USA- 1920, India- 1957.• Radio ads in India covers 98.8% of the
population.• Vividh Bharathi & FM Channel• More than 100FM radio stations have been
approved.• Use of RJs
4. RADIO ADVERTISING
![Page 43: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/43.jpg)
• Human appeal (Voice)
• Wide choice in presentation like spot announcements.
• Appeal to all listeners including illiterate persons.
• Interesting and attractive.
• Mobility
ADVANTAGES OF RADIO ADVANTAGES OF RADIO ADVERTISINGADVERTISING
![Page 44: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/44.jpg)
• Pictorial presentation not possible.• Costly medium.• Very short life.• Limited attention.• Not suitable for financial, industrial or corporate
ads• Product demonstration is not possible.• Faulty transmission may make ads inaudible.
DEMERITS OF RADIO ADVERTISING
![Page 45: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/45.jpg)
• Fastest growing medium of advertising.
• Appeals to the eye as well as the ear.
• It is the latest addition to the existing media of advertising.
• Started in January 1976.
• Ads on different channels, in different languages.
• Targets different age groups.
5. TELEVISION ADVERTISING5. TELEVISION ADVERTISING
![Page 46: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/46.jpg)
MERITS OF TELEVISION MERITS OF TELEVISION ADVERTISINGADVERTISING
• Wide coverage
• Audio-visual media• Product demonstration
• Use of specific film stars, sportsmen and fashion models makes TV popular
• Power impact.
• Multi-color facility
• Arouses interest among viewers
• Directed towards target group
![Page 47: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/47.jpg)
DISADVANTAGES
• Costly
• Viewers feel TV advertising interferes with their entertainment
• Short span
• Short life
• Repetitive ads irritate people
• Offensive, vulgar, deceptive ads
• Possibility of skipping the advertisement
![Page 48: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/48.jpg)
OUTDOOR MEDIA• Advertising messages are given when consumers are
out of their homes.• Outdoor advertising consists of short promotional
messages on billboards, posters, and electrical display.
• Signs on buses, railway coaches and public vehicles.• Posters are pasted on walls at important public
places.• Colorful electronic signs or neon signs
![Page 49: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/49.jpg)
ADVANTAGES OF OUTDOOR MEDIA• Capable of gaining more attention.
• Long time.
• Coverage is greater.
• Cost is low.
• Provides Reminder value
• Flexibility
• Very attractive & appealing
• Different sizes, colour background
![Page 50: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/50.jpg)
DISADVANTAGES• In brief. Lacks detailed explanation.
• Not suitable during rainy season.
• Difficult to measure the exact effect created on prospective customers.
• Used as a supplement to other kinds of advertising.
• Spoils beauty of the environment.
• Sometimes, may lead to traffic jam.
![Page 51: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/51.jpg)
1. POSTERS, BILLBOARDS, PAINTED SIGNS• Poster is a sheet of paper or cloth, pasted on a cardboard,
metal or wooden plank with an advertising message.
• Boards of different sizes are displayed.
• Mostly found on walls or poles.
• Billboards are huge boards found along highways.
• Painted signs are paintings on walls.
• All these should be of proper size, color combination, theme, brand name etc.
![Page 52: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/52.jpg)
TYPES OF OUTDOOR ADVERTISING1. POSTERS/ BILLBOARDS
![Page 53: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/53.jpg)
2. PAINTED SIGNS
![Page 54: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/54.jpg)
3. NEON/ELECTRIC SIGNS• Mostly used in cities to communicate advertising message.
• Cost is very high.
• Electric signs are used by departmental stores in front or at the side of their shops.
• Neon sign is an example of electric display.
• The tubes are filled with gases like neon and start glowing when current passes.
• They switch on and off during intervals.
• They are more attractive than posters.
• Used late evenings and night.
![Page 55: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/55.jpg)
3. NEON SIGNS/ELECTRIC SIGNS
![Page 56: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/56.jpg)
4. SKY ADVERTISING/ BALLOON ADVERTISING• Sky advertising is writing the advertising message in
the sky.
• It’s an example of aerial advertising.
• Recent form of outdoor advertising.
• Sky advertising can be in the form of sky balloons and sky banners.
• Makes use of planes & jets.
• They are costly but attractive.
![Page 57: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/57.jpg)
4. SKY ADVERTISING/ BALLOON ADVERTISING
![Page 58: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/58.jpg)
5. FILM/ CINEMA ADVERTISING• Film/Cinema advertising is a medium of
advertising in which short film or slide on a product is prepared and screened at cinema hall.
• Film advertising is also called as screen publicity.
• Ad is played before, after and during the break
![Page 59: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/59.jpg)
ADVANTAGES OF FILM ADVERTISING Economical. Direct and personal appeal. Lasting impact. Film advertising is suitable to all categories of
people
LIMITATIONSLIMITATIONS.Costly.Short span.Short life.Absence of flexibility
![Page 60: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/60.jpg)
6.TRANSIT ADVERTISING• Also termed as transport advertising
• Makes use of transport vehicles like buses, cars, trains, trams for advertising purpose.
• Advertising gets done throughout the day.
• It gets the attention of the travelers.
• In India, 40% of the advertising expenditure is on transport advertising.
![Page 61: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/61.jpg)
6.TRANSIT ADVERTISING
![Page 62: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/62.jpg)
7. SANDWICH MAN ADVERTISING• A man with two posters hanging on both his sides, moves
slowly through busy streets.
• He is sandwiched between 2 boards, hence the term sandwich man.
• The boards carry an advertising message.
• Because of it is unusal, it attracts attention from the public.
• People of different heights are selected and given funny costumes to attract customers.
![Page 63: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/63.jpg)
7. SANDWICH MAN ADVERTISING
![Page 64: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/64.jpg)
8. TRADE SHOWS AND FAIRS• Trade shows and fairs are useful for advertising
consumer goods.
• Stalls are provided to manufacturers, goods are displayed, demos are showed and sales takes place.
• Organized throughout the year in big cities.
![Page 65: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/65.jpg)
8. TRADE SHOWS AND FAIRS
![Page 66: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/66.jpg)
9. T-SHIRT ADVERTISING
![Page 67: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/67.jpg)
10. TRAMS & TROLLEYS
![Page 68: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/68.jpg)
11. BADGES ADVERTISING
![Page 69: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/69.jpg)
![Page 70: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/70.jpg)
![Page 71: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/71.jpg)
![Page 72: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/72.jpg)
![Page 73: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/73.jpg)
![Page 74: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/74.jpg)
![Page 75: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/75.jpg)
![Page 76: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/76.jpg)
![Page 77: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/77.jpg)
![Page 78: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/78.jpg)
![Page 79: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/79.jpg)
![Page 80: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/80.jpg)
![Page 81: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/81.jpg)
POINT- OF- PURCHASE ADVERTISING• It refers to the banners, posters and stickers displayed
at the point of purchase i.e. at the retail outlet.• Usually displayed on the glass or at the entrance.• It creates impulse buying.• Serves as a silent salesman.
• Forms of POP Advertising include banners, hangings, posters, cards, door signs, stickers and window displays.
![Page 82: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/82.jpg)
ADVANTAGES - Reminds the buyers about the product - Inspires them to stock the goods- Increases sales- Benefits retailers- Attracts attention
DISADVANTAGES- Problem in creativity- Improper placement of material- Periodic display is costly
![Page 83: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/83.jpg)
WINDOW DISPLAY
![Page 84: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/84.jpg)
• Direct mail refers to ads that are sent directly at the addresses of a target group of customers.
• A mailing list is prepared of potential customers to whom the message is to be sent.
• The ad may be sent in the form of sales letters, price lists, catalogues, leaflets, brochures, post cards etc.
• E.g: Dominos, Cooking products
DIRECT- MAIL ADVERTISING
![Page 85: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/85.jpg)
ADVANTAGES
•Message is directly sent to the prospects.
•Detailed information can be given.
•Feedback can be obtained.
•Sales campaign is hidden from the competitors.
•Linking of advertising & salesmanship
![Page 86: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/86.jpg)
LIMITATIONS
•Expensive to print and post the mails.
•The mailing list becomes obsolete in a short span of time.
•Not suitable for illiterate people.
•Limited coverage
•May be considered as junk.
•Service of experts is required
![Page 87: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/87.jpg)
• Also known as teleshopping.
• Television commercials that run as long as a typical television program.
• They can be as long as 30 minutes.
• Normally shown at a time other than peak hours. Such as late night or early in the morning.
INFORMERCIALSINFORMERCIALS
![Page 88: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/88.jpg)
• It allows detailed demonstration of the product.
• Make use of catchy phrases or employ celebrities.
• Huge discounts offered
• However people may not be interested. They may change the channel when they see such infomercials.
• Contact details are provided
INFORMERCIALS
![Page 89: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/89.jpg)
INFOMERCIALSINFOMERCIALS
ADVANTAGES- It saves time- High impact
DISADVANTAGES- Boredom in watching a 30-minute ad- Expensive to create the cad films
- People quickly change the channel
![Page 90: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/90.jpg)
• Online or E-advertising is defined as the placement of electronic messages on a website or in e-mail to:
–Generate awareness for a brand–Stimulate interest/preference for a product or service–Provide the means to contact the advertiser for information to make a purchase
INTERNET ADVERTISINGINTERNET ADVERTISING
![Page 91: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/91.jpg)
• Various means of Advertising:–E-mail advertising
–Display advertising
–Pop-ups
–Social network advertising
INTERNET ADVERTISINGINTERNET ADVERTISING
![Page 92: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/92.jpg)
INTERNET ADVERTISING ADVANTAGES- Reach large number of buyers.- Accessed for all 24hours- Direct marketing is possible.- Interactive and targeted to specific people.DISADVANTAGES- Cost is high.- Visit the site.- Infancy stage
![Page 93: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/93.jpg)
YELLOW PAGES• Printed directory of local business.• Its an important medium.ADVANTAGES1. One ad works all year long.2. It a method of locating and contacting.DISADVANTAGES1. Makes it easy to compare one product to another.2. Only effective when the prospects looks it in correct
classification.3. Placed along with competitors, hence comparison is
possible.4. Ads are clustered together
![Page 94: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/94.jpg)
FACTORS INFLUENCING CHOICE OF FACTORS INFLUENCING CHOICE OF MEDIAMEDIA
• Nature of the product (Consumer & Industrial)
• Nature and size of the market (Local, National, International)
• Objectives of advertising
• Type of audience
• Type of message (Length & Life)
• Circulation of media
• Advertising budget
![Page 95: Introduction to Advertising by Asst Prof. Jonlen DeSa](https://reader036.vdocuments.net/reader036/viewer/2022062311/58ef65a11a28ab06348b45ab/html5/thumbnails/95.jpg)
FACTORS INFLUENCING CHOICE OF FACTORS INFLUENCING CHOICE OF MEDIAMEDIA
• Media Life
• Media Availability
• Media used by competitors
• Media restrictions
• Media Merits & Demerits