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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 22
IMPORTANT TOOL OF ADVERTISING
OVERVIEW
In this lecture continuing with an important tool of advertising i.e. magazines, we will explain
the types of audience, advertising importance of television advertising its comparison with
other media advantages and disadvantages including the ingredients of a good TV campaign,
forms of TV advertising will be discussed. Moreover another important component of
electronic media ratio will be discussed in detail besides discussing Cable TV, transit,
billboards advertising will be explained.
TYPES OF MAGAZINES:
It is important to know different types of audience. Primarily following three different types of
audience:
Consumers: Directed to consumers who buy products for personal consumption.
Business: For business readers like:
a) Trade papers
b) Industrial magazines
c) Professional magazines
Farm Audience: Targets farmers & those engaged in products related to farming
TYPES OF ADVERTISING:
There are various types of advertising in use today like;
1.
OUT DOOR or OUT OF HOME ADVERTISING:
From posters, bill boards to hot air balloons.
2.
TRANSIT ADVERTISING:
Generally in urban areas like paint on buses, taxis etc. both inside & outside of these.
3.
DIRECTORIES:
Like yellow pages, Trade directories etc.
TELEVISION ADVERTISING
This source provides the ability to communicate sight, sound, motion and emotion, by giving
product "larger than life" image and being visual has more impact on customers. "Seeing is
believing" becomes reality and makes easy for consumers to take decision.
The following chart compares television to other media and its over all superiority as primary
media source of news and proving as a credible news source as illustrated as Chart No. 24.
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Advertising and Promotion (MKT621)
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ADVANTAGE OF TV TO OTHER MEDIA
TV
69%
37%
Newspapers
14%
Radio
5%
Magazines
(a) Primary media source of news
53%
TV
23%
Newspapers
Radio
7%
4%
Magazines
(b) Credibility of news sources
ADVANTAGES OF TELEVISION ADVERTISING
Television is rapidly becoming a very strong medium of advertising with global media
explosion and the setting up of numerous TV channels with in many cases very large foot print
(coverage area). It is being used extensively by all type of businesses, services and
governments, following are the advantages of television advertising:
·  Creativity and Impact: The greatest advantage of TV is the opportunity it provides for
presenting the advertising message, the blend of sight and sound offers tremendous creative
flexibility and resultantly making deep impact.
·  Coverage and cost effectiveness: Television advertising makes it possible to reach large
audience nearly everyone regardless of age, gender, income or educational level watches
TV at least for sometime. In view of the large coverage of its telecast makes it more
effective both for advertising and cost effectiveness.
·  Captivity and attention: The combined power of site, sound, motion and emotion creates a
very good effect
·  Selectivity and flexibility: In TV advertising some selectivity is possible to due to
variations in the composition of audiences as a result of program content time of telecast
and geographical coverage.
LIMITATIONS OF TELEVISION:
Despite being advantages and unsurpassed from creative perspective it still has some
disadvantages that limit its use by many advertisers. These are as follows:
·  Costs: It is enormously expensive medium to advertise.
·  Lack of selectivity: TV doesn't offer as much audience selectivity as radio, magazine,
newspapers or direct mail for reach precise segment of the market.
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Advertising and Promotion (MKT621)
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·  Fleeting message: Television commercials usually last from 30 seconds or less and leave
nothing tangible for the viewer to examine or consider.
·  Clutter: The problem of reading messages and shorter commercials suggests that since the
advertiser message is only one or more spots its results in effectiveness because of such
clutter.
·  Limited viewer attention: Buying time on a TV program it communicates a message to
large number of customers yet there is increasing evidence that the size of viewing audience
shrink during a commercial break.
·  Deception in television advertising: Art and technology is being used to create simulations
to tell stories to evoke desired reaction from the audience. Basically a tantamount to say
what is not actually true.
INGREDIENTS OF A GOOD TV CAMPAIGN:
Television is an influential medium of advertising but making a good TV campaign the creative
process begins with our knowledge of what works best for television campaigns. The
consumers respond best to television commercials that employ one of the following elements:
·  Celebrities.
·  Humor, especially a surprise or a twist.
·  A story line.
·  A simple concept.
FORMS OF TV ADVERTISING:
Various techniques are used for Television Advertising and following are its different forms.
SPONSORSHIPS: Advertising through sponsoring programs
PARTICIPATIONS: Frequent spots 5, 10, 20, 30 seconds
SPOT ANNOUNCEMENTS: Word spot means with time frame appear during breaks etc.
RADIO ADVERTISING:
Although not as glamorous as TV yet it is still effective and strong. Following are the
advantages of radio advertising:
ADVANTAGES:
·  Low cost option.
·  Definable target markets based on their format.
·  Radio stations offer considerable flexibility & a short lead time.
·  Intimacy like FM stations etc, liking to presenters, DJ's etc.
·  Mobile: Its portability makes it mobile and can be taken anywhere.
DISADVANTAGES OF RADIO:
Radio has its disadvantages too which are given below:
·  Short exposure time: Radio advertisements normally last only 15 or 30 seconds and
listeners busy with other activities may not register them.
·  Target duplication: Several radio stations may try to reach the same target market and
advertising on all of them may not be financially feasible yet reaching everyone in that
target market may not be possible unless all stations are used.
·  Overloading of ads: Normally too much information is put in one add thus overloading
the consumer mind and very little is retain.
·  Loyal listenership: Radio stations have loyal listener who do not prefer to listen to other
stations.
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Advertising and Promotion (MKT621)
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MEASURING RADIO AUDIENCE:
·  Coverage: The most basic measure is the station coverage which is simply the number of
homes in a geographic area that are able to pick up the station clearly.
·  Circulation: The circulation of the radio station i.e. the number of listeners listening to it
regularly.
·  Competing programs: Competing programs also provide a very good medium to judged,
determine and measure radio audience.
·  Timings of programs: The timings of programs are also crucial for measuring the number of
radio audience.
CABLE TV:
Cable TV is now becoming very popular source of advertising and it has various advantages as
under:
ADVANTAGES:
·  Can buy time on programs for specific audiences
·  Cost is lower than normal TV.
·  Production costs more affordable.
·  More innovative production people available.
·  Message reach assured
LIMITATIONS OF CABLE TV:
There are various disadvantages of cable TV which limit its benefits these are appended below:
·  Limited or small Reach.
·  May have less experienced production crew.
·  Reaching specific customers, but not potential customers.
·  Audience may be fragmented and viewers may stay with a program for a shorter period of
time.
TRANSIT ADVERTISING:
Basically Transit Advertising can be defining as a source consisting of paper posters placed
inside or on transit vehicles and in transit stations. following are the advantages of transit
advertising preceded by its disadvantages:
ADVANTAGES
·  Exposure to one ad can be long if inside a transit vehicle.
·  Frequency.
·  Ads outside the transit vehicle are seen by large & diverse audiences.
·  Ad message can be timely.
·  Method tends to be quite inexpensive.
·  Ads could be somewhat lifestyle targeted ­ passing through specific neighborhoods.
DISADVANTAGES
·  Ad design is usually limited to size of space.
·  People on mass transit are not generally in a receptive mood.
·  Transit ads are hard to target.
·  Surroundings may distract from the message.
·  Mass transit environment may not suit Message.
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Advertising and Promotion (MKT621)
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BILLBOARDS ADVERTISING
Billboards are now a days a very important source of splashing advertisements. These are very
effective as they are witnessed and observed by many. Following are the advantages followed
by the disadvantages of billboards usage as advertising medium.
ADVANTAGES
·  Big splashy messages attract attention.
·  Ad has impact: technology has made it more interesting.
·  Ad reaches lot of people, as they travel same route every day.
DISADVANTAGES OF BILL BOARDS
·  Hard to reach specific audience.
·  Creativity inhibited by space limitations.
·  Hard to measure its effectiveness.
·  Ad may become weathered & vandalized.
·  Costs though reasonable could become quite expensive by innovative adaptations.
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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