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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 34
OTHER ADVERTISING MEDIUM
OVERVIEW
Magazines are also an important medium of advertising amongst the print media the students
will be explained as to who should use magazines for their advertisements and cost to be
incurred thereon. Besides this a traditional yet effective electronic media like radio and its
usage and its utility will be discussed. The students will also be explained the criteria and
essentials of making a good spot to be released on radio. Like radio television has assumed lot
of importance as a very effective advertising media and with the advent of many channels it
gives a great opportunity for the advertisers to use this very illustrative and effective medium.
In this context students will know about producing TV spots, a typical TV script and the
process of choosing a production company to prepare outstanding TV advertisements.
HOW TO USE MAGAZINES:
Who should use magazines?
Magazines are primarily directed at a broad market like newspapers but our directed at specific
audiences therefore there are an excellent medium for advertisers who's potential market is
highly targeted and / or scattered over a vide geographical area with their long slow publication
schedules magazines are for those advertisers who are more interested in building long term
business than generating rapid sales. To elaborate further following is the classification of
advertisers who should use magazines.
·  Whose potential market is highly targeted and / or scattered over a wide geographical
area.
·  For advertisers with a broader target and a more narrow geographic range.
·  For advertisers who have patience & generally for those more interested in building long
term business than in generating rapid sales
Cost of magazine advertising:
Generally the cost of magazines advertising vary based on following criteria.
1. Types of magazines.
2. Circulation.
3. Positioning.
4. Strength.
HOW TO USE RADIO:
Who should use Radio?
Following are different components of consumers who can effectively use this medium for
immediate response for their sales or promotion.
·  Almost any business serving a consumer market can use Radio.
·  Radio can bring immediate response for your sale & promotion.
·  It is equally good at increasing awareness of your business.
Costs:
The costs vary based on following factors.
·  An excellent radio spot can be produced from nothing to several thousand Rupees.
·  Air time depends upon coverage and Size of the market.
·  Radio station rates are based on 3 Factors.
i. Length of spot.
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Advertising and Promotion (MKT621)
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ii. No of spots bought in a given time.
iii. Time of day ­ the daypart.
Daypart buying options:
The chunks and spots costs vary based on the part of the day and the position of the ad with
regard to the timing and program results in variation of costs thereby resulting in different day
part buying options. Following are three different day part buying options.
1.
Buying by specific daypart: Specific dayparts that are at the precise time in which they
want their ads to be heard.
2.
Buying package: Buying a package of spots at a flat rate & the station decides when
the spots will run.
3.
Buying sponsorships or adjacencies: Associating your company name with a specific
program. Adjacency is next to sponsorship just before or just after the program.
Producing a Radio Spot:
In order to produce a good and effective ratio spot following three basic elements should be
kept in mind.
1.
Good Voice
·  Using local radio talent.
·  Using amateur voice
·  Hiring professional voice talent.
2.
Good Music
·  Can produce original music
·  Use free music from station's library.
·  Buy canned music by popular music composers etc.
3.
Good background Effects.
·  Many available on line, and on radio etc.
Radio Copy Tips:
There are three things a radio spot (or any advertising needs to do.
1.
Grab the attention of listeners in less than 7 SECONDS.
2.
Make an offer.
3.
Give the listener all the Information he or she needs to act on the offer.
AUDIO LOGOS:
If you cannot afford a jingle then there is inexpensive alternative. If you have a slogan than the
announcer can read it at the end of every single spot you ever produce this is called an audio
logo.
HOW TO USE TELEVISION:
Television is ideal for advertisers who need to demonstrate their product. As they say "Look
the customer in the eye" and creates sense of excitement. Many advertisers consider television
to the most powerful of all advertising media because it can give the viewer a sense of what it
is likely to actually own, use and experience what is being advertised. It is a complex, often
expensive medium that can demand more of your time, thought and budget than any other.
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HOW TV STATIONS DIVIDE DAYS & RATES:
As with radio the TV stations also divide their day in to dayparts although these time divisions
may differ from place to place area to area yet a typical day looks something like given below:
Morning ­ 6 AM to 9 AM
·  Programs like news, weather, interviews etc.
·  Typical Audience --- people getting ready for work
MID day. -------- 9 AM to 4 PM
·  Programs like Dramas, game shows ,movies, some talk shows.
·  Typical Audience ------ housewives etc.
Early Fringe. ------- 4 PM to 7 PM
·  After school kid's shows, local national news etc.
·  Typical Audience ---- Children, people coming back from work.
Prime Access. ----- 7 PM to 8 PM
·  Game shows and entertainment etc.
·  Typical Audience ---- General.
Prime. ------ 8 PM to 11 PM
·  News , comedies, dramas and movies
·  Typical Audience ---- General
Late Fringe.---- 11 PM to 1 AM
·  News, Talk shows, Dramas, music shows, movies.
·  Typical Audience ---- Adults, Teens etc.
Late Night. ----- 1 AM till 6 AM or sign off.
·  Movies, Dramas.
·  Typical Audience --- Adults, Teens
PRODUCING TV SPOTS
·  FORMING CONCEPT: A good TV concept should be simple and the advertiser should
not try to say too much and show too much as such ads are confusing and cluttered.
·
WHAT MAKES A GOOD CONCEPT: The adds should be very simple, very
memorable, very effective and should be able to deliver the message about your business,
basically look for effectively communicative messages that will appeal to your target.
·
THE SCRIPT: The usage of the script while producing your commercial TV spot is
essential. A good strip at the end helps in preparing an effective television commercial.
Following is a typical TV script
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TYPICAL TV SCRIPT
Video
Audio
FADE IN
Establishing shot of typical
Office; young mother at
Computer looks at watch.
Tight Shot
Announcer Voice Over
Face of young mother, Looking off to
camera left & Preoccupied.
She turns to look directly Into camera; Woman At home. Aren't they?
concerned
CUT to Medium shot of 8 Year girl Announcer: Sure, that's where you told
idling along street cars go by, one them to be, but kids Are kids, wouldn't
slows.
you rather be certain?
Tight
shot:
Woman's
hands
at Woman (ironically) Sure. I will just quit
keyboard, she gestures Helplessly.
my Job and stay home.
TWO SHOT
(no audio)
Child talks to shadowy
Male driver inside car.
Announcer: But now there's a way
even struggling single moms can afford
good, safe, after school child care....
·
LIVE VIDEO or SLIDES: Another way to save money for producing TV spots is to use
slides or art work instead of "live" film or video action. If used creatively slides or art
work can create an attractive, captivating spot.
·
·
CHOOSING PRODUCTION COMPANY: You can have two major options for getting
your TV spots produce:
·
Either let the TV station produce it
·
Or Hire an independent production co.
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Appraise Production Company as under
When choosing a production company, keep following important points in mind:
1.See what they have done so far.
2.Check their experience for your type.
3.Ensure co. has broadcast quality equipment.
4.Beware of a co. bragging about equipment.
5.Know about co. charges before hand.
Tape or Film:
Hiring Talent:
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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