PROJECT REPORTOn

PRINT MEDIATowards partial fulfilment of

Master of Arts (LAMM)

Under the supervision of

PROF. A.R. FATIHI

Submitted by

MOHD. SAAD KHANRoll No. 13LAM05

DEPARTMENT OF LINGUISTIC

ALIGARH MUSLIM UNIVERSITY

ALIGARH

ACKNOWLEDGEMENTS

All the praises and thanks to “the One Universal Being”, Who inspires entire humanity towards

knowledge, truth and eternal commendation. He blessed me with strength and required

passionate ardour to overcome the entire obstacles in the way of this toilsome journey.

It is extremely difficult to express my heartfelt gratitude in words to my reverend

supervisor Dr. A.R. Fatihi Professor, Department of Linguistic, A.M.U., Aligarh, who has been

a constant source of knowledge, wisdom and encouragement. It is the matter of great privilege

for me to accord my most profound gratitude and indebtness to him.

It is indispensable for me to express my heartfelt gratitude to my friend Anam Iqbal for

her unconditional help exchange of ideas and fruit full discussion during the course of this work.

INTRODUCTION ADVERTISING

The word advertising comes from the Latin word "advertere meaning” to turn the minds of

towards". Some of the definitionsgiven by various authors are: According to William J. Stanton,

"Advertising consists of all theactivities involved in presenting to an audience a non-

personal,sponsor-identified, paid-for message about a product organization."According to

American Marketing Association "advertising isany paid form of non-personal presentation and

promotion ofideas, goods and services by an identified sponsor".Advertising is used for

communicating business information tothe present and prospective customers. It usually

providesinformation about the advertising firm, its product qualities, place ofavailability of its

products, etc. Advertisement is indispensable forboth the sellers and the buyers. However, it is

more important forthe sellers. In the modern age of large scale production, producerscannot

think of pushing sale of their products without advertisingthem. Advertisement supplements

personal selling to a greatextent. Advertising has acquired great importance in the modernworld

where tough competition in the market and fast changes intechnology, we find fashion and taste

in the customers.

DEFINITIONS OF ADVERTISING

1. American Marketing Association has defined advertising as “anypaid form of non-personal

presentation of ideas, goods andservices by an indentified sponsor”.

2. According to Webstar, “Advertising is to give public notice or toannounce publicity”.

3. According to Gardner, “Advertising is the means of mass sellingthat has grown up parallel

with and has been made necessary tomass production”.

FEATURES OF ADVERTISING

1. Communication

2. Information

3. Persuasion

4. Profit Maximisation

5. Non-Personal Presentation

6. Identified Sponsor

7. Consumer Choice

8. Art, Science and Profession

9. Element of Marking

10. Element of Creativity

IMPORTANCE OF ADVERTISING

1. Promotion of Sales

2. Introduction of New Product

3. Creation of Good Public Image

4. Mass Production

5. Research

6. Education of People

7. Support to Press

ACTIVE PARTICIPANT IN ADVERTISING

1. Advertiser

2. Target audience

3. Advertising Agencies

4. Advertising Production People (Artists)

5. Target Audience (Readers, Listeners, Viewers and Present

6. and Future Buyers)

7. Mass Media

a. Print Media

b. Electronic Media

c. Outdoor Media

d. Direct Mail

8. Government Authorities

9. Advertising Production Firms

PRINT MEDIA

A basic understanding of the print media is essential in the study of mass

communication. The term “print” is a wide term and it covers a variety of publication including

newspapers,weekly and monthly magazines, trade journals and periodicals.The contribution of

print media in providing information and transfer of knowledge is remarkable. Even after the

advent of electronic media, the print media has not lost its charm or relevance. Print media has

the advantage of making a longer impact on the minds of the reader, with more in-depth

reporting and analysis.

A) NEWSPAPERS

Print media generally refers to newspapers. Newspapers collect, edit and print news reports

and articles. newspapers play a very important role in our daily life. The newspaper, weather it is

a daily, weekly or bi-weekly can be classified into the following three categories.

Local Newspaper

Provincial Newspaper

National Newspaper

B) MAGAZINES AND JOURNALS

Magazines and journals as the medium of advertising are more suitable for provincial

and national advertising. Magazines are selective in the nature of their audience because each

magazine is meant for a group of reader with a particular field of interest. Therefore

advertisement can be design to reach particular groups of audience and therefor the advertisers

advertise their massages in the magazine meant for those groups.

DIFFERENT ADVERTIZEMENT FOR DIFFERENT PRODUCT