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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 40
CRITICISM ON ADVERTISING
OVERVIEW
In this lecture students will be explain the importance of certain parameters to be follow to
progress in the profession of advertising. Moreover, a phenomena about the criticism of
advertising and its role will be discussed in the light of various observations by leading
professionals.
HOW TO RISE TO THE TOP?
Whenever a young person enters into advertising profession he or she is tempted to the over
enthusiastic, ambitious wanting to the most resultantly adopts a behavior of aggression which
can prove detrimental to his / her growth in the profession. Therefore having been in this
profession and knowing the pros and cons, ups and downs in this progression, following
parameters are appended below as advice to the young professionals to succeed and progress
steadily and surely.
·  Be ambitious but not extra aggressive: Being ambitious is good but it does not mean to
be aggressive to the extent that fellow workers become jealous to destroy you.
·  Be patient: Joining the advertising profession straightaway after completing your
education generally the advertising agencies will hire you assistant advertising account
executive. This is where you should learn with passions and with experience get matured
to represent your agency with conviction and impression.
·  Learn to make good presentations: With creativity at its top and being used extensively
it is essential that a young professional should learn how make good presentations to win
over clients and thereby getting business their agency.
·  Make friends with the clients: This implies good rapport with the clients at all levels to
ensure new business of retain the existing.
·  Always take notes of your meetings with clients: It will often happen that an account
executive in a working day will be meeting different clients of different category and
type. Therefore it is advised that notes of the meetings with all clients should be written
down to avoid mix up and confusion.
SHOULD ADVERTISING BE ABOLISHED?
There have been different views and opinions about advertising, importance, utility and role in
society. There have been calls to abolish advertising as:
Mr Bevan called advertising be "an evil service".
Further more
Professor of Galbraith of Harvard held It tempts people to spend on "unneeded" possessions.
Arnold Toynbee of Winchester said:
"Cannot think of any circumstances in which advertising would not be an evil"
However, despite the above rigid opinion the moderates thought differently & disagreed with
these three.
American President Franklin Roosevelt:
"If I was to start life all over again I will go in Advertising business in preference to almost
every other."
Moreover,
Sir Winston Churchill agreed with Roosevelt and said:
120
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Advertising and Promotion (MKT621)
VU
"Advertising nourishes the consuming power of men. It sets up before a man the goal of better
home, better clothing, better food for himself & his family."
While discussing and reviewing the role of advertising in politics the famous advertising
professional and the founder of Ogilvy & Mather David Ogilvy as an advertising agency
refused political advertisement because of following reasons:-
1. If you advertise one party, you will be unfair to the others.
2. The next important point that advertising should be used for good causes as it helps in
spreading the "good word / deed" to many people, thereby improving society.
In order to reach a conclusion whether advertising should be abolished or not it is
important to answer following questions.
·  Does Advertising raise prices?
NO!
·  Does Advertising encourage monopoly?
YES!
·  Does Advertising corrupt Editors?
SOME!
·  Can Advertising force an inferior product on customer?
NO WAY!
·  Is Advertising a pack of lies?
NO LONGER
·  Can advertising force people to buy things they don't need?
DEPENDS
According to Hill & Knowlton report:
"The vast majority of thought leaders now believe that advertising promotes values that are too
materialistic". However, advertising business people think this philosophy to be a danger to
their profession. SO they believe & profess that "ADVERTISING SHOULD NOT BE
ABOLISHED -- BUT IT MUST BE REFORMED".
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Table of Contents:
  1. INTRODUCTION TO ADVERTISING:Its growing importance, Explanation of Personal and non-personal selling
  2. INTRODUCTION TO ADVERTISING:ADVANTAGES, Communication, Information, Various Media
  3. INTRODUCTION TO ADVERTISING:FUNCTIONS OF ADVERTISING, IMPACT OF ADVERTISING
  4. ADVERTISING AND SOCIETY:PRACTICAL BENEFITS, ETHICS IN ADVERTISING, Marketplace & Market space
  5. MARKETING TOOLS:COMPONENTS OF MARKETING MIX, PRODUCT LIFE CYCLE (PLC) CURVE
  6. MARKETING TOOLS:SWOT Analysis, Contents & Structure, ROLE & FUNCTION OF ADVERTISING
  7. ROLE AND FUNCTIONS OF ADVERTISING:Structure of an Advertising Agency, How to Select an Advertising Agency
  8. ADVERTISING PLANNING:ADVERTISING OBJECTIVES, Types of Advertising, Positioning Strategies
  9. POSITIONING:BRANDING, 7 Steps of Creative Process, UNIVERSAL ADVERTISING STANDARDS
  10. ADVERTISING MESSAGE:Message Content, BASIC TERMS & CONCEPTS
  11. ADVERTISING BUDGET:4 Methods to determine, ADVERTISING RESEARCH, ADVERTISING RESEARCH
  12. ADVERTISING REACH:BROAD COMMUNICATION OBJECTIVES, ADVERTISING COPY METHODS, MEDIA RESEARCH
  13. PRE – PLACEMENT EVALUATION:ACCOUNT PLANNING, MARKET, COMPETITION
  14. WORKING OF ADVERTISING:12 Steps to develop effective campaign, SOURCE or THE ADVERTISER
  15. ADVERTISING RESPONSE HIERARCHY MODELS:AIDA MODEL, PROCESS REQUIRED TO GET BIG IDEA
  16. PROBLEM SOLVING STRATEGIES:Procedure to Handle Problems, In brief, Eight principles apply to consumer behavior
  17. CONSUMER BEHAVIOUR:ADVERTISING APEALS, MEDIA MIX DECISIONS, Target Rating Point (TRP)
  18. CREATIVITY IN ADVERTISING:Three aspects are most accepted, Four Rules of Creativity
  19. COPY WRITER:CHARACTERISTICS OF COPYWRITER, IMPORTANCE OF LANGUAGE
  20. WHY ADVERTISING:Advertising & Market Education, ADVERTISEMENT CAMPAIGNS
  21. METHODS TO APPRECIATE A PROBLEM:SPONSORSHIP—an important tool, Special Characteristics
  22. IMPORTANT TOOL OF ADVERTISING:TELEVISION ADVERTISING, TRANSIT ADVERTISING
  23. ONLINE ADVERTISING:Banners, Logos, Email Ads, Keywords on Search Engines, New Developments
  24. ONLINE ADVERTISING:Structural Challenges, Adobe Photoshop, JAVA, HTML, DHTML, ASP & JSP
  25. SALES PROMOTION:Consumer Oriented Promotion, HOW TO USE TRADE PROMOTION, Dealing with the Trade
  26. PUBLICITY:PERSONAL SELLING, ROLE OF SALES PERSON, FUTURE OF GLOBAL ADVERTISING
  27. MARKETING ENVIRONMENT:Competitors, The Target Buyer, Segmenting your Market, FUTURE OF MARKET GROWTH
  28. MARKETING PLAN:Situational Analysis, Macro – Environment Situation, Marketing Objectives, Financial Objectives
  29. MARKETING PLAN:PROMOTING BUSINESS IN LOW COST, SUPPLY CHAIN, BUYER IDENTIFICATION
  30. HOW TO BE GOOD CLIENTS:CHANNEL BUYERS, HOW TO BE GOOD CLIENTS 14 RULES
  31. CLIENT – AGENCY RELATIONSHIP:HOW TO KEEP CLIENTS (10 Ways), Three Points for Consideration
  32. CLIENT – AGENCY RELATIONSHIP:ADVERTISING WITHOUT AN AGENCY, LOGO AND CORPORATE IDENTITY
  33. NEWSPAPER ADVERTISING:AD PRODUCTION,TYPES OF NEWSPAPER ADS, CIRCULATION
  34. OTHER ADVERTISING MEDIUM:HOW TO USE MAGAZINES, HOW TO USE RADIO, Daypart buying options
  35. UTILITY OF VARIOUS MEDIA:TAPE OR FILM, UTILITY OF TV, DIRECT MAIL PACKAGE
  36. OTHER ADVERTISING MEDIA:POINT OF PURCHASE (POP), TRANSIT ADVERTISING, LIMITS OF ADVERTISING
  37. CONTINUOUS TRACKING:PLANNING CAMPAIGN, HOW TO UNDERSTAND ADS, ASK BASIC QUESTIONS
  38. SEASONAL ADVERTISING:MAXIMIZING IMPACT, THE WEB ADVERTISING, MEASURING ADVERTISING
  39. COMPONENTS OF ADVERTISING:BUY - OLOGY OF MIND, BUY - OLOGY OF MIND
  40. CRITICISM ON ADVERTISING:SHOULD ADVERTISING BE ABOLISHED,
  41. EFFECT OF ADVERTISING:HOW TO PROMPT AWARENESS, CREATING DESIGN THAT SELLS
  42. CREATING EFFECTIVE DESIGN:LANGUAGE OF TYPOGRAPHY, HEADLINES THAT COMMUNICATE
  43. WORKSHEETS:DEMOGRAPHICS OF YOUR TARGET, YOUR COMPETITOR
  44. GLOSSARY OF ADVERTISING:ACCOUNT EXECUTIVE, PROOF, VOICE OVER
  45. CONCEPT OF AN AD:HOW TO DEVELOP A CONCEPT OF AN AD