A Seminar Report

on

Contemporary Management Issue

Titled

“ADVERTISING”

In The Partial fulfillment of

MBA Degree

2009-2011

Mrs. Priti Gupta NidhiJain MBAIInd Sem.

Subodh Institute of Management & Career StudiesB.R. Shah MBA Block, Rambagh Circle, Jaipur-302004 (Rajasthan)

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ACKNOWLEDGEMENT

On this modest endeavour , its our moral duty to acknowledge with a deep

sense of gratitude, the valuable help and encouragement rendered to us by

one and all. I would like to thanks my guide mrs. Priti Gupta without whose

valuable guidance, enormous patience and constant encouragement, this

work would not have been possible.

Is incredibly to express emotions on paper and words are a poor

recompense for the fevers recuried.

I would also like to give thanks to my Family members and to all my

friends at SIMCS, who gave their valuable time to me and spread their best

help in this seminar work.

Nidhi Jain

(MBA Part-I, SemesteII)

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Introduction

Advertising is defined in Webster's dictionary "as the action of calling

something to the attention of the public especially by paid announcements, to

call public attention by emphasizing desirable qualities so as to arouse a

desire to buy or patronize: promote."

Advertising is a mass-mediated communication. For communication to be

classified as advertising it must be:

1) Paid for,

2) Delivered to an audience via mass media, and

3) Be attempting to persuade.

In order to persuade, or be effective the advertisement must communicate to

the audience the message it wants to relay. If for example, the advertisement

is trying to sell a particular product than it must persuade the audience that for

whatever functional or emotional reason they need to purchase the product.

Not only must the advertisement effectively communication the desired

message, but the individual audience must be willing to "buy into" the desired

message. In other words, for the advertisement to be effective, the

communication must be sent and received. Advertising is a two way

communication process.

The individual recipient is capable of interpreting the advertisement any way

he/she wants. The individual should realize that they have the ability and the

power to interpret the advertisement any way they so choose. They can either

accept the message, ignore the message or rally against the message. As a

matter of fact, the consumer has more power than they often realize to dictate

what is communicated and what is not.

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CONTENTS

Sr.No. Title Page No.

1. ACKNOWLEDGEMENT 12 INTRODUCTION 23 WHAT IS ADVERTISING? 34 OBJECTIVES OF ADVERTISING 45 INPORTANCE OF ADVERTISING 56 TYPES OF ADVERTISING 67 HOW TO USE THEM? 148 ADVERTISING MEDIA 189 PRINT MEDIA 2010 ELECTRONIC MEDIA 2411 ADVERTISING APPEALS 3012 TYPES OF APPEALS 3013 RATIONAL APPEAL 3014 EMOTIONAL APPEAL 3315 MORAL APPEAL 3716 CONCLUSION 3817 REFERANCES 3918 BIBLIOGRAPHY 40

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What is Advertising ?

The American Marketing Association , Chicago, defines Advertising

as,”Any, paid form of non-personal presentation of ideas, goods

and services by an identified sponsor.”

Advertising is a form of communication whose purpose is to inform potential

customers about products and services and how to obtain and use them.

Many advertisements are also designed to generate increased consumption

of those products and services through the creation and reinforcement of

brand image and brand loyalty. For these purposes advertisements often

contain both factual information and persuasive messages. Every major

medium is used to deliver these messages, including: television, radio,

movies, magazines, newspapers, video games, the Internet, and billboards.

Advertising is often placed by an advertising agency on behalf of a company.

Advertisements can also be seen on the seats of grocery carts, on the walls of

an airport walkway, on the sides of buses, heard in telephone hold messages

and in-store public address systems. Advertisements are usually placed

anywhere an audience can easily and/or frequently access visuals and/or

audio and print

Organizations which frequently spend large sums of money on advertising but

do not strictly sell a product or service to the general public include: political

parties, interest groups, religion-supporting organizations, and militaries

looking for new recruits. Additionally, some non-profit organizations are not

typical advertising clients and rely upon free channels, such as public service

announcements.

While advertising can be seen as necessary for economic growth, it is not

without social costs. Unsolicited Commercial Email and other forms of spam

have become so prevalent as to have become a major nuisance to users of

these services, as well as being a financial burden on internet service

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providers. Advertising is increasingly invading public spaces, such as schools,

which some critics argue is a form of child exploitation.

Objectives of Advertising

Advertising objectives are the communication tasks to be accomplished with

specific customers that a company is trying to reach during a particular time

frame. A company that advertises usually strives to achieve one of five

advertising objectives: Information, trial, continuity, brand switching, and

switchback. Which of the five advertising objectives is selected usually

depends on where the product is in its life cycle.

1 Information Advertising can be used to inform customers of changes that

take place in existing products. Details about the product play a prominent

role in advertising.  In fact, a very large percentage of product-oriented

advertising includes some mention of features and benefits offered by the

marketer’s product

2 Trial The purpose of the trial objective is to encourage customers to make

an initial purchase of a new product. Companies will typically employ creative

advertising strategies in order to cut through other competing advertisements.

The reason is simple: Without that first trial of a product by customers, there

will not be any repeat purchases.

3 Continuity It is a strategy to keep current customers using a particular

product. Existing customers are targeted and are usually provided new and

different information about a product that is designed to build consumer

loyalty.

4 Brand Switching Companies adopt brand switching as an objective when

they want customers to switch from competitors' brands to their brands. A

common strategy is for a company to compare product price or quality in

order to convince customers to switch to its product brand.

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5 Switchback Companies subscribe to this advertising objective when they

want to get back former users of their product brand. A company might

highlight new product features, price reductions, or other important product

information in order to get former customers of its product to switchback.

Importance of Advertising

Spending on advertising is huge.  One often quoted statistic by market

research firm Zenith Optimedia estimates that worldwide spending on

advertising exceeds (US) $400 billion.  This level of spending supports

thousands of companies and millions of jobs.  In fact, in many countries most

media outlets, such as television, radio and newspapers, would not be in

business without revenue generated through the sale of advertising. 

While worldwide advertising is an important contributor to economic growth,

individual marketing organizations differ on the role advertising plays.  For

some organizations little advertising may be done, instead promotional money

is spent on other promotion options such a personal selling through a sales

team.  For some smaller companies advertising may consist of occasional

advertisement and on a very small scale, such as placing small ads in the

classified section of a local newspaper. 

But most organizations, large and small, that rely on marketing to create

customer interest are engaged in consistent use of advertising to help meet

marketing objectives.  This includes regularly developing advertising

campaigns, which involve a series of decisions for planning, creating,

delivering and evaluating an advertising effort. 

Advertising has taken many different forms since the beginning of time. For

instance, archaeologists have uncovered walls painted in Rome announcing

gladiator fights as well as rock paintings along Phoenician trade routes used

to advertise wares. From this early beginning, advertising has evolved to take

a variety of forms and to permeate nearly every aspect of modern society.

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The various delivery mechanisms for advertising include banners at sporting

events, billboards, Internet Web sites, logos on clothing, magazines,

newspapers, radio spots, and television commercials. Advertising has so

permeated everyday life that individuals can expect to be exposed to more

than 1,200 different messages each day. While advertising may seem like the

perfect way to get a message out, it does have several limitations, the most

commonly noted ones being its inability to (1) focus on an individual

consumer's specific needs, (2) provide in-depth information about a product,

and (3) be cost-effective for small companies.

Types of Advertising

Advertising can take a number of forms, including advocacy, comparative,

cooperative, direct-mail, informational, institutional, outdoor, persuasive,

product, reminder, point-of-purchase, specialty advertising, covert

advertising.

1 Advocacy Advertising:

Advocacy advertising is normally thought of as any advertisement, message,

or public communication regarding economic, political, or social issues. The

advertising campaign is designed to persuade public opinion regarding a

specific issue important in the public arena. The ultimate goal of advocacy

advertising usually relates to the passage of pending state or federal

legislation. Almost all nonprofit groups use some form of advocacy advertising

to influence the public's attitude toward a particular issue. One of the largest

and most powerful nonprofit advocacy groups is the American Association of

Retired Persons (AARP). The AARP fights to protect social programs such as

Medicare and Social Security for senior citizens by encouraging its members

to write their legislators, using television advertisements to appeal to

emotions, and publishing a monthly newsletter describing recent state and

federal legislative action. Other major nonprofit advocacy groups include the

environmental organization Green-peace, Mothers Against Drunk Driving

(MADD), and the National Rifle Association (NRA).

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2 Comparative Advertising:

Comparative advertising compares one brand directly or indirectly with one or

more competing brands. This advertising technique is very common and is

used by nearly every major industry, including airlines and automobile

manufacturers. One drawback of comparative advertising is that customers

have become more sceptical about claims made by a company about its

competitors because accurate information has not always been provided, thus

making the effectiveness of comparison advertising questionable. In addition,

companies that engage in comparative advertising must be careful not to

misinform the public about a competitor's product. Incorrect or misleading

information may trigger a lawsuit by the aggrieved company or regulatory

action by a governmental agency such as the Federal Trade Commission

(FTC).

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3 Cooperative Advertising:

Cooperative advertising is a system that allows two parties to share

advertising costs. Manufacturers and distributors, because of their shared

interest in selling the product, usually use this cooperative advertising

technique. An example might be when a soft-drink manufacturer and a local

grocery store split the cost of advertising the manufacturer's soft drinks; both

the manufacturer and the store benefit from increased store traffic and its

associated sales. Cooperative advertising is especially appealing to small

storeowners who, on their own, could not afford to advertise the product

adequately.

4 Direct-Mail Advertising:

Catalogues, flyers, letters, and postcards are just a few of the direct-mail

advertising options. Direct-mail advertising has several advantages, including

detail of information, personalization, selectivity, and speed. But while direct

mail has advantages, it carries an expensive per-head price, is dependent on

the appropriateness of the mailing list, and is resented by some customers,

who consider it "junk mail."

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5 Informational Advertising: In informational advertising, which is used when a new product is first being

introduced, the emphasis is on promoting the product name, benefits, and possible uses. Car manufacturers used this strategy when

sport utility vehicles (SUVs) were first introduced.

6 Institutional Advertising: Institutional advertising takes a much broader

approach, concentrating on the benefits, concept, idea, or philosophy of a

particular industry. Companies often use it to promote image-building

activities, such an environmentally friendly business practices or new

community-based programs that it sponsors. Institutional advertising is closely

related to public relations, since both are interested in promoting a positive

image of the company to the public. As an example, a large lumber company

may develop an advertising theme around its practice of planting trees in

areas where they have just been harvested. A theme of this nature keeps the

company's name in a positive light with the general public because the

replanting of trees is viewed positively by most people.

7 Outdoor Advertising:

Billboards and messages painted on the side of buildings are common forms

of outdoor advertising, which is often used when quick, simple ideas are being

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promoted. Since repetition is the key to successful promotion, outdoor

advertising is most effective when located along heavily traveled city streets

and when the product being promoted can be purchased locally. Only about 1

percent of advertising is conducted in this manner.

8 Persuasive Advertising:

Persuasive advertising is used after a product has been introduced to

customers. The primary goal is for a company to build selective demand for its

product. For example, automobile manufacturers often produce special

advertisements promoting the safety features of their vehicles. This type of

advertisement could allow automobile manufactures to charge more for their

products because of the perceived higher quality the safety features afford.

9 Product Advertising:

Product advertising pertains to non-personal

selling of a specific product. An example is a

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regular television commercial promoting a soft drink. The primary purpose of

the advertisement is to promote the specific soft drink, not the entire soft-drink

line of a company.

10 Reminder Advertising:

Reminder advertising is used for products that have entered the mature stage

of the product life cycle. The advertisements are simply designed to remind

customers about the product and to maintain awareness. For example,

detergent poducers spend a considerable amount of money each year

promoting their products to remind customers that their products are still

available and for sale.

11 Point-of-Purchase Advertising:

Point-of-purchase advertising uses displays or other promotional items near

the product that is being sold. The primary motivation is to attract customers

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to the display so that they will purchase the product. Stores are more likely to

use point-of-purchase displays if they have help from the manufacturer in

setting them up or if the manufacturer provides easy instructions on how to

use the displays. Thus, promotional items from manufacturers who provide

the best instructions or help are more likely to be used by the retail stores.

12 Specialty Advertising:

Specialty advertising is a form of sales promotion designed to increase public

recognition of a company's name. A company can have its name put on a

variety of items, such as caps, glassware, gym bags, jackets, key chains, and

pens. The value of specialty advertising varies depending on how long the

items used in the effort last. Most companies are successful in achieving their

goals for increasing public recognition and sales through these efforts.

13 Covert advertising:

Covert advertising is when a product or brand is embedded in entertainment

and media. For example, in a film, the main character can use an item or

other of a definite brand, as in the movie Minority Report, where Tom Cruise's

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character John Anderton owns a phone with the Nokia logo clearly written in

the top corner, or his watch engraved with the Bulgari logo. Another example

of advertising in film is in I, Robot, where main character played by Will Smith

mentions his Converse shoes several times, calling them "classics," because

the film is set far in the future. I, Robot and Spaceballs also showcase

futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the

front of the vehicles. Cadillac chose to advertise in the movie The Matrix

Reloaded, which as a result contained many scenes in which Cadillac cars

were used. Similarly, product placement for Omega Watches, Ford, Vaio,

BMW and Aston-Martin cars are featured in recent James Bond films, most

notably Casino Royale.

How To Use Them ?

Mistakes in advertising can be costly to small business. For this reason many

business decide either not to advertise at all or to be very conservative with

their ads. However, using the right "type" of advertising, with the right

message, can cut the cost of advertising by making it more effective.

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Not every business will use all types of advertising. Which type you use will

depend on what your message is and the end result you wish to accomplish.

1 Company Image

Which is more important, the company or its products or individuals? In a

small town or market, this can be a very important question. For example,

your insurance agent might be a personal friend. You will buy your insurance

from him/her regardless of the company they represent. In another example,

you may purchase a lot of goods at your local Wal-Mart, instead of local

merchants, because of their low-price advertising message.

If you are a new company you may want to begin by establishing the

company name first and the products and services later. This also works for

company name changes.

2 Name Brands

If there is one company in operation today that understands the importance of

brand names, it has to be Procter and Gamble®. Tide® laundry detergent is

far and away a number one best seller and has been for several years. When

the dishwasher appeared on the scene they could have very easily created

"Tide For Dishes." Capitalizing on a winning product name. But as we all

know, that thinking doesn't work.

Instead of using the established name "Tide®", they created a new name that

became just as strong in dish washing, "Cascade®." Ivory Soap®. When you

hear the name alone, you know the product. Kraft®, on the other hand, has a

bunch of products, but only one true winner. Philadelphia Cream Cheese®

has about 70% of that market. Also notice, the Kraft name is hardly noticeable

on the package. Their Velvetta® brand of cheese might be another winner.

Kraft makes jams and jellies, Smuckers is number one. Kraft makes their own

brand of mayonnaise, but Hellman's® is number one. Are you starting to get

the picture? Kraft also makes another successful brand name, "Miracle

Whip®."

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A brand name creates a perception in the customers mind that becomes very

strong. It's that strong perception every advertiser strives for. Would you buy

Pennzoil® Cake Mix? Why not? They're a good company aren't they?

Do you see how ridiculous that sounds? It flies in the face of our perception of

Pennzoil® as an oil product. It's dramatically out of place as a cake mix.

There is nothing stronger than a good brand name. If you develop one, put is

everywhere you can afford to.

3 Advertising A Service Instead Of A Product

Advertising services is one of the most difficult type of advertising. You don't

have a tangible product you can put in someone's hand. They can't touch it,

feel it, see it or smell it. It must often be explained as well as demonstrated.

One of the best examples of service advertising is carpet cleaners. They

come in, run some machinery over your carpets and leave. Nothing tangible is

left behind. Except clean carpets.

Service advertising is most often emotional advertising. Carpet cleaners don't

sell clean carpets. They sell health to the infant crawling on the floor. They sell

pride that people can visit a beautiful clean home.

4 Business To Business Advertising

Many businesses never have the need to deal with the public at all. For these

businesses, advertising in the newspaper, radio or TV would be a waste of

time and money. You will find these companies using direct mail or placing

ads in trade magazines.

For a complete listing of trade magazines ask for the "Encyclopaedia or

Periodicals" at your local library. Also ask to see the "Standard Rates and

Data Service" directory. These will have listings and rates of trade and

industry publications you can advertise in.

5 Co-Op Advertising

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Co-Op advertising in one of the best ways for the small business owner to get

the message out. In this type of advertising the manufacturer absorbs a

portion of the cost and can also supply all the artwork for the ads.

Their are some pitfalls to be careful of when dealing with co-op advertising.

Every company wants their business portrayed in the best possible light. To

that end, they will be very strict about how and where you place your

advertising. Before the ok the co-op money, they will want to approve all ad

copy, pictures, size, placement and use of logos. If you place an ad without

approval you run the risk of violating one of the guidelines and absorbing the

entire cost of the ad.

The media you choose will want payment for the ad within a month at the

most. You may not receive your co-op money for several months. Make sure

you get reimbursement procedures in writing and can live with them.

An alternative to teaming up with a manufacturer is to team up with another

local business. You can share production costs for brochures or other printed

materials and put each others coupons in your respective businesses. Pizza

parlors and video stores are naturals to work together.

6 Public Service Advertising (PSA's)

If your company can sponsor a charity event, PSA's are a great way to

promote your company in a positive light. Most media are required by

licensing agreements to provide a certain amount of time or space for the

good of their local communities.

Some of the downsides of PSA's. Don't expect to see your ad on "er" or some

other prime time show. PSA's are often placed in off times. I don't want to

paint everyone with a broad brush here. Some media are better than others.

Just because you request a PSA, doesn't mean you'll get it. Media has a

limited amount of space or time for PSA's.

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You might get a break if you are currently advertising in the media of choice. It

might also help if your organization buys a small amount of time or space to

run with your PSA's.

- The Last Word On Types Of Advertising

The type of message and your target market will often dictate which type of

advertising to use. Some companies will use more than one. Some will use

several depending on the situation. Let's also keep in mind the pros and cons

of advertising.

There are two basic advantages to advertising. One, it's the best way to get a

message out about a new or existing product or service. Two, it can actually

lower the cost of a product to the consumer by increasing sales which can

result in reduced production costs.

The bad side of advertising is that it can create an artificial need for

unnecessary products and services. Every Christmas the media creates the

toy of the season. One year it's "Tickle Me, Elmo®" the next it's the

"Furbee®." Don't even get me started on "Star Wars®."

The point is to keep an eye on the message you want your target market to

receive. If you can, test some of the six types of advertising with various offers

and messages. Find the type that works for you and work it

ADVERTISING MEDIA

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The term Media advertising or advertising media is given to the use of media

to advertise products and services to a relevant audience. The list of

advertising opportunities across different formats of media is endless, so we'll

only cover the key ones here.

The advertising world has moved on significantly over the last 15 years and

Online advertising is now moving ahead of the more traditional forms of

promotion vehicles like magazine advertising and newspaper advertising.

More and more companies are increasing their online ad spend, due to how

cost effective it can be and how easy it is to monitor and track.

The use of advertising is paramount to the long-term success of your

business, but you must adopt a logical and level-headed approach to this

important activity, or your advertising spend will certainly get out of hand - this

can make a huge dent in your overall profits!

If you prefer to outsource your media planning and media buying then there

are plenty of Buying Media Services that can help you to find the best

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opportunities. Remember, If you take on the services of a marketing or

advertising agency then make sure you meet up with them to discuss your

requirements in detail. You may also want to appoint a company that has

experience in your particular marketplace and we have a selection of media

buying agencies in our advertising agency resource page.

Depending on your budget and objectives, you may also want to consider

advertising formats like Radio Advertising or TV advertising to shout about

your brand.

These can be targeted to a consumer or business audience and each

provider will be happy to discuss ways in which you can get the best value for

money.

Another growing format is Outdoor Advertising and this is now performing

very well in many parts of the world. It all started in the US with restaurant

adverts being displayed on roadside billboards and buildings - this has now

moved to the UK, Europe and other parts of the world, although certain

restrictions are in place for type of location and the size of adverts. However,

this is a good one to try if you want to push a brand, event, or local business

and the costs can be very reasonable.

For a small business, every dollar is precious. Small businesses do not

advertise for the sake of advertising. Instead, they want to get the most return

for their investment. Learn the advantages and disadvantages of each

advertising medium that you can use to provide your business the winning

edge.

If you are ready to get the word out about your business, one of the steps that

you need to do is to select the right media where you will advertise and

promote your business.

There are a number of venues where you can promote your business, you

need to ask three important questions:

Where are my target buyers? 

What is the best medium to reach them? 

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An important step to developing your sales and marketing plan is to

select the right media to send out your message. There are no hard-

and-fast rules as to which media is better. The right media for one

business may be wrong for another.

Print media

The print media include all newspapers, newsletters, booklets, pamphlets,

magazines, and other printed publications, especially those that sell

advertising space as a means of raising revenue. In the United States, at

present, there are 1745 daily and 7602 weekly newspapers, and 64,000

magazines. Most print media, with the exception of magazines, are local,

although there are some national newspapers and trade publications that

have become quite successful. Magazines, on the other hand, have always

been national, although there is a trend today toward localization and

specialization. Also included in print media category are directories, church

and school newspapers and yearbooks, and programs at theater

presentations and sporting events.

Newspapers. Newspapers are one of the traditional mediums used by

businesses, both big and small alike, to advertise their businesses.

Advantages

Allows you to reach a huge number of people in a given geographic

area 

You have the flexibility in deciding the ad size and placement within the

newspaper 

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Your ad can be as large as necessary to communicate as much of a

story as you care to tell 

Exposure to your ad is not limited; readers can go back to your

message again and again if so desired. 

Free help in creating and producing ad copy is usually available 

Quick turn-around helps your ad reflect the changing market

conditions. The ad you decide to run today can be in your customers'

hands in one to two days.

Disadvantages

Ad space can be expensive 

Your ad has to compete against the clutter of other advertisers,

including the giants ads run by supermarkets and department stores as

well as the ads of your competitors 

Poor photo reproduction limits creativity 

Newspapers are a price-oriented medium; most ads are for sales 

Expect your ad to have a short shelf life, as newspapers are usually

read once and then discarded. 

You may be paying to send your message to a lot of people who will

probably never be in the market to buy from you. 

Newspapers are a highly visible medium, so your competitors can

quickly react to your prices 

With the increasing popularity of the Internet, newspapers face

declining readership and market penetration. A growing number of

readers now skip the print version of the newspaper (and hence the

print ads) and instead read the online version of the publication.

Magazines. Magazines are a more focused, albeit more expensive,

alternative to newspaper advertising. This medium allows you to reach

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highly targeted audiences.

Advantages

Allows for better targeting of audience, as you can choose magazine

publications that cater to your specific audience or whose editorial

content specializes in topics of interest to your audience. 

High reader involvement means that more attention will be paid to your

advertisement 

Better quality paper permits better color reproduction and full-color ads 

The smaller page (generally 8 ½ by 11 inches) permits even small ads

to stand out

Disadvantages

Long lead times mean that you have to make plans weeks or months in

advance 

The slower lead time heightens the risk of your ad getting overtaken by

events 

There is limited flexibility in terms of ad placement and format. 

Space and ad layout costs are higher

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Yellow Pages. There are several forms of Yellow Pages that you can use

to promote and advertise your business. Aside from the traditional Yellow

Pages supplied by phone companies, you can also check out specialized

directories targeted to specific markets (e.g. Hispanic Yellow Pages, Blacks,

etc.); interactive or consumer search databases; Audiotex or talking yellow

pages; Internet directories containing national, local and regional listings; and

other services classified as Yellow Pages.

Advantages

Wide availability, as mostly everyone uses the Yellow Pages 

Non-intrusive 

Action-oriented, as the audience is actually looking for the ads 

Ads are reasonably inexpensive 

Responses are easily tracked and measured 

Frequency

Disadvantages

Pages can look cluttered, and your ad can easily get lost in the clutter 

Your ad is placed together with all your competitors 

Limited creativity in the ads, given the need to follow a pre-determined

format 

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Electronic media

Electronic media are media that utilize electronics or electromechanical

energy for the end user (audience) to access the content. This is in contrast to

static media (mainly print media), which are most often created electronically,

but don't require electronics to be accessed by the end user in the printed

form. The primary electronic media sources familiar to the general public are

better known as video recordings, audio recordings, multimedia presentations,

slide presentations, CD-ROM and Online Content. Most new media are in the

form of digital media. However, electronic media may be in either analog or

digital format.

Radio.

Advantages

Radio is a universal medium enjoyed by people at one time or another

during the day, at home, at work, and even in the car. 

The vast array of radio program formats offers to efficiently target your

advertising dollars to narrowly defined segments of consumers most

likely to respond to your offer. 

Gives your business personality through the creation of campaigns

using sounds and voices 

Free creative help is often available 

Rates can generally be negotiated 

During the past ten years, radio rates have seen less inflation than

those for other media

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Disadvantages

Because radio listeners are spread over many stations, you may have

to advertise simultaneously on several stations to reach your target

audience 

Listeners cannot go back to your ads to go over important points 

Ads are an interruption in the entertainment. Because of this, a radio

ad may require multiple exposure to break through the listener's "tune-

out" factor and ensure message retention 

Radio is a background medium. Most listeners are doing something

else while listening, which means that your ad has to work hard to get

their attention

Television.

Advantages

Television permits you to reach large numbers of people on a national

or regional level in a short period of time 

Independent stations and cable offer new opportunities to pinpoint local

audiences 

Television being an image-building and visual medium, it offers the

ability to convey your message with sight, sound and motion

Disadvantages

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Message is temporary, and may require multiple exposure for the ad to

rise above the clutter 

Ads on network affiliates are concentrated in local news broadcasts

and station breaks 

Preferred ad times are often sold out far in advance 

Limited length of exposure, as most ads are only thirty seconds long or

less, which limits the amount of information you can communicate 

Relatively expensive in terms of creative, production and airtime costs

Direct Mail.

Direct mail, often called direct marketing or direct response marketing, is a

marketing technique in which the seller sends marketing messages directly to

the buyer. Direct mail include catalogs or other product literature with ordering

opportunities; sales letters; and sales letters with brochures.

Advantages

Your advertising message is targeted to those most likely to buy your

product or service. 

Marketing message can be personalized, thus helping increase

positive response. 

Your message can be as long as is necessary to fully tell your story. 

You have total control over the presentation of your advertising

message. 

Your ad campaign is hidden from your competitors until it's too late for

them to react 

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Disadvantages

Some people do not like receiving offers in their mail, and throw them

immediately without even opening the mail. 

Resources need to be allocated in the maintenance of lists, as the

success of this kind of promotional campaign depends on the quality of

your mailing list. 

Long lead times are required for creative printing and mailing 

Producing direct mail materials entail the expense of using various

professionals - copywriter, artists, photographers, printers, etc. 

Can be expensive, depending on your target market, quality of your list

and size of the campaign.

Telemarketing.

Telephone sales, or telemarketing, is an effective system for introducing a

company to a prospect and setting up appointments.

Advantages

Provides a venue where you can easily interact with the prospect,

answering any questions or concerns they may have about your

product or service. 

It's easy to prospect and find the right person to talk to. 

It's cost-effective compared to direct sales. 

If outsourcing, set-up cost is minimal 

Increased efficiency since you can reach many more prospects by

phone than you can with in-person sales calls. 

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Great tool to improve relationship and maintain contact with existing

customers, as well as to introduce new products to them 

Disadvantages

An increasing number of people have become averse to

telemarketing. 

More people are using technology to screen out unwanted callers,

particularly telemarketers 

Government is implementing tougher measures to curb unscrupulous

telemarketers 

If hiring an outside firm to do telemarketing, there is lesser control in

the process given that the people doing the calls are not your

employees 

It can be extremely expensive, particularly if the telemarketing is

outsourced to an outside firm 

Specialty Advertising.

This kind of advertising entails the use of imprinted, useful, or decorative

products called advertising specialties, such as key chains, computer mouse,

mugs, etc. These articles are distributed for free; recipients need not purchase

or make a contribution to receive these items.

Advantages

High selectivity factor as these items can be distributed only to the

target market. 

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If done well, target audience may decide to keep the items, hence

promoting long retention and constant exposure 

Availability of wide range of inexpensive items that can be purchased

at a low price. 

They can create instant awareness. 

They can generate goodwill in receiver 

The items can be used to supplement other promotional efforts and

media (e.g. distributed during trade shows).

Disadvantages

Targeting your market is difficult. 

This can be an inappropriate medium for some businesses. 

It is difficult to find items that are appropriate for certain businesses 

Longer lead time in developing the message and promotional product

Possibility of saturation in some items and audiences 

Wrong choice of product or poor creative may cheapen the image of

advertiser

ADVERTISING APPEALS

A vast amount of time, money and energy go into the creative work of

developing advertising appeal to influence the buying behaviour of consumer.

Through various appeals, advertising influence, rationally or emotionally, the

prospects’ purchase decisions. For this purpose, they take the help of varying

product features or attributes in their ad appeals, or seek to influence

consumer perception of, and changes in consumer attitude to, the advertised

product or brand. Ad appeal may be product-oriented or consumer-oriented.

Since there is large number of such ad appeal, it would be difficult to discuss

them all. It would, therefore, be helpful to device for classifying advertising

appeal.

Advertising message should appeal, directly or indirectly, to those key needs

which influence behaviour response. Without going into communication

theories and models, we shall deal with the message content , its structure

and the format to be employed for the formulation of an appropriate message.

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The message content refers to what the advertiser has to say to the target

audience that will produce the desired response. It may be an appeal, a time,

an idea or a unique selling proposition. Infect, the message content ultimately

formulates some kind of benefit, motive or reason why the audience should

respond to, or do, something.

Types of Appeals

Appeals are broadly classified into three categories :

1. Rational Appeals

2. Emotional Appeals

3. Moral Appeals

Rational Appeals In Advertising

Rational Appeals are those directed at the thinking process of the audience.

They involve some sort of a deliberate reasoning process, which a person

believes would be acceptable to other member of his social group. They

attempt to show that the product would yield the expected functional benefit.

Although there may be some disagreement regarding which motives are

rational and which are emotional, the following are some buying motives

which are normally considered rational under ordinary circumstances.

1. High Quality:

People buy television, music systems, furniture,

refrigerator, electrics gadgets, kitchenware and a host of

consumer durables for their high quality. Many consumer

goods are bought for their quality, such as clothing,

beverages, food items, etc and not merely taste or

fashion, or style.

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2. Low Price:

Many people buy low-price locally made air-conditioners

for their homes because they believe that these products

will show a product performance similar to, or slightly

inferior to, that of nationally reputed brands at higher

price. Whether this is true or not, a person, as long he

believes this to be true, things his reason will be accepted

as a “Good” one by his social group. In this case, he is

exhibiting a rational motive.

3. Long Life :

Long life, as of a car tyre that will give 30,000 kms, before

its utility has been exhausted.

4. Performance :

Performance, as of a ball-point pen that won’t release

excessive ink or skip under any circumstances.

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5. Ease of Use :

Ease of use, as of a screwdriver with a magnetized tip

which clings to the metal head of the screw, or a timer in

the kitchen mixer which switches off automatically after a

pre-determined time period.

6. Re-sale value :

Re-sale value, as of a 2-wheeler scooter. ”Bajaj” has a

better resale value than any other make.

7. Economy :

Economy, in the operating expenses of some brands of

refrigerator is greater because they consume less

electricity. Many 2-wheeler maker claim a better mileage

per litre consumption of fuel than similar other vehicle.

Emotional Appeals In Advertising

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Type of advertising in which the copy is designed to stimulate one's emotions,

rather than one's sense of the practical or impractical. When copywriters use

emotional appeal in advertising, they are attempting to appeal to the

consumer's psychological, social, or emotional needs. The copy is written to

arouse fear, love, hate, greed, sexual desire, or humour, or otherwise create

psychological tension that can best be resolved by purchase of the product or

service.

Each of us enters the world as an irrational individual. For infants, feelings are

everything. Our earliest response is to nonverbal communication. In the first

years of life, mother's smile is comforting. Thunder is threatening. Life is

simple. Meanings are clear. Then we invest 12 years or more in formal

education to learn how to think rationally. By adulthood, it has become a habit.

Emotion-based advertising speaks the primal tongue. It communicates

through design and colour. Motion and stagecraft. Music and tonality.

The primal mind evaluates the photo in a magazine advertisement or a

televised image just as it would a real life situation. We immediately recognize

that the Marlboro man is a rugged individualist because we see his tattoo. He

controls his destiny as we would like to be in command of ours. By emulating

him, we, too, might find fulfilment.

Fantasy commercial

Style of commercial that uses special effects or caricatures to create the idea

of fantasy about the product, such as the Little Elves who make cookies, or

Mr. Clean, or the Jolly Green Giant. The technique of a fantasy commercial is

principally to appeal to the emotions to arouse interest in the product. In a

fantasy commercial, the focus is the message itself.

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Fear appeal

Advertising that attempts to create anxiety in the consumer on the basis of

fear, so that the consumer is encouraged to resolve this fear by purchasing

the product or service. For example, an advertisement may use people's fear

of offending or of rejection to influence them to purchase personal products

such as mouthwash or deodorant. Another example of fear appeal is an

advertisement for fire insurance that pictures a family devastated by the fire

that has destroyed their home. There are two types of Fear appeals which

are:

Positive Fear appeal

Advertising copy approach that attempts to alleviate a person's anxiety about

buying and using a product. The positive appeal stresses the positive aspects

of a product and the positive gains for a person who purchases the product.

Negative Fear appeal

Advertising copy approach that points out the negative aspects of life without

the advertised product. The negative appeal attempts to increase people's

anxiety about not using a product or service and stresses the loss they will

experience if they do not purchase the product or service.

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Logical appeal

Advertising approach that appeals to the consumer's practical or functional

needs in an attempt to appeal to the consumer's sense of logic. In a logical

appeal, the product or service is positioned as the logical choice for the

consumer. For example, if an individual on a diet wants to drink beer, then the

logical choice would be a light beer or perhaps a beer that is "less filling."

Moral Appeal in Advertising:

Moral Appeal are those appeals to the audience which appeals to their sense

of right and wrong. These are often used in messages to arouse a favourable

response to social caused, such as prohibition, adult literacy, social forestry,

anti smuggling and hoarding, consumer protection, equal rights for woman,

social responsibility projects of corporations, rural development, siding weaker

sections of society, employment generation, and so on. There are messages

which appeal for generous donations for flood victims and for famine

operation – these are often based on moral appeal. Many commercial

advertisement are criticized on moral grounds. The most controversial ad

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campaigns are by multinational companies marketing baby food products.

Many WHO experts are critical of these corporations which promotes bottle

feeding against breast feeding.

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Conclusion

Advertising is the paid, non-personal promotion of a cause, idea, product, or

service by an identified sponsor attempting to inform or persuade a particular

target audience. Advertising has evolved to take a variety of forms and has

permeated nearly every aspect of modern society. The various delivery

mechanisms for advertising include banners at sporting events, billboards,

Internet Web sites, logos on clothing, magazines, newspapers, radio spots,

and television commercials. While advertising can be successful at getting the

message out, it does have several limitations, including its inability to (1) focus

on an individual consumer's specific needs, (2) provide in-depth information

about a product, and (3) be cost-effective for small companies. Other factors,

such as objectives, budgets, approaches, and evaluation methods must all be

considered

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References

1. http://www.knowthis.com/tutorials/principles-of-marketing/advertising/

7.htm

2. http://www.smalltownmarketing.com/sixads.html

3. http://www.answers.com/topic/advertising?cat=biz-fin

4. http://interviews.slashdot.org/article.pl?sid=03/03/03/1528247&tid=111 5. http://www.commercialalert.org/ 6.

http://www.media-awareness.ca/english/parents/marketing/marketers_target_kids.cfm

7. Communication, and Consumerism, 62+68 ^ Bhatia (2000). Advertising in Rural India: Language, Marketing

8. McChesney, Robert , Educators and the Battle for Control of U.S. Broadcasting, 1928-35, Rich Media, Poor Democracy, ISBN 0-252-02448-6 (1999)

9. McChesney, Robert , Educators and the Battle for Control of U.S. Broadcasting, 1928-35, Rich Media, Poor Democracy, ISBN 0-252-02448-6 (1999)

10.http://www.museum.tv/archives/etv/P/htmlP/publicintere/ publicintere.htm

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Bibliography S.A. Chunawalla(1997) Foundations of Advertising Theory & Practice

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Communication, and Consumerism. Institute for the Study of Languages and Cultures of Asia and Africa. Tokyo University of Foreign Studies. Tokyo Press: Japan. ISBN 4-87297-782-3

Graydon, Shari (2003) "Made You Look - How Advertising Works and Why You Should Know", Toronto: Annick Press, ISBN 1-55037-814-7

Johnson, J. Douglas, "Advertising Today", Chicago: Science Research Associates, 1978. ISBN 0-574-19355-3

Klein, Naomi (2000) No Logo . Harper-Collins, ISBN 0-00-653040-0 Kleppner, Otto, "Advertising Procedure", Englewood Cliffs, N.J.,

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