MEDIA AND ADVERTISING

ADVERTISING• The manufacturer /trader/ service provider , who

gives the information is called an advertiser. • The message or information is called an

advertisement.• The entire promotional activity by which

customers are made aware about a product and are induced into buying it , is called advertising.

• The medium through which information is supplied is called the media of advertising.

FORMS OF ADVERTISING

FORMS OF

ADVERTISING

Commercial

Social

Covert

Political

COMMERCIAL ADVERTISING• Promotion of a

product through print and electronic media

• Constant repetition• Uses celebrities to

endorse products• Uses catchy slogans or

jingles• Offers discounts on price

or announces a sale• Targets a particular

section of society

Social Advertising

• Is done for non-commercial purposes• Use to educate ,inform or motivate the public• Uses national celebrities to advertise campaigns , to eradicate or create awareness

Social Advertising

Political Advertising

Agendas &

manifestos

Highlight achievem

ents

Political parties

Programmes

Media & public places

Political Parties

• When a product or brand is embedded or hidden in some other form of entertainment & media, Covert advertising takes place.

Covert Advertising

Covert Advertising

BRANDS• A particular name , sign,

term,symbol or design or a combination of these is known as a Brand.

• Stamping a product or giving special names to a product by the company is known as Branding .

• The purpose for it is --- to differentiate the product of one company from that of its competitors or other identical products.

Brand value

• To convince the consumers ,about their products , special values for their brands are claimed , which is known as Brand value .

• Brand values are conveyed through the use of visuals and words.

• Branded products are costlier as they include the costs of packaging and advertising.

STRAPLINE OR TAGLINE • It is an advertising slogan attached to a brand name.• Its purpose is to create -

An image for the company

To associate it with the product it sells

To make people remember the company’s

product

Lasts longer ,much longer

DURACELL

Save the world with a few coins

World Wildlife Fund

Use only what you need

DENVER WATER

Permanent Markers

SHARPINE

ELIMINATE BAD BREATH

CLORETS

LEADING LOGOS OF COMPANIES

Famous catchy messagesAs pure as mother’s love

Easy to write and easy on your pocket

Utterly, butterly delicious

My pepsi ,my way

Taste the thunder

Khayaal aapka

Wah,Taj !

It’s finger lickin’ good

Dimaag ki batti jalaa de

Neighbour’s envy ,owner’s pride

Advertisements and its effect on Social values

• Advertisements influence our social & cultural lives.

• They influence our lifestyles ,tastes ,attitudes & emotions.

• They TARGET OUR PERSONAL LIVES, CREATE AWARENESS , INSPIRE US & INFLUENCE THE WAYS in which we live or think about our family & friends.

Disadvantages of Advertising

Mislead people

No revelant information

Do not provide a real picture of the world

Advantages of advertising to ----

Manufacturers• Identifies the USP of a

product & communicates it to the user.

• Feels no requirement for storage facilities by the Retailers

• Develops a steady market if the product has a reputation & brand label

• Workers get the incentives with renewed interest

Consumers• Simplifies the choice of

consumers • Provides awareness of

several brands available• Helps to have a

comparative study of goods

• Good quality products at fair prices

Making an Advertisement

• Manufacturers decides upon a product they wish to launch • Hires an advertisement company • Finds out the target consumer & launches a campaign

• Carries out a survey across the cities & launches the product in the market • The marketing department tests the product among a small section of the

target consumer with the help of visuals & the ads..• After the marketing is successful, the advertising campaign is finalized

• Then it is released in the media with the launch of the product

Advertising and Democracy

Plays a crucial role as they are free ,creative expressions , but ----

• Exhibit inequality• Products of small entrepreneurs are not

welcomed by consumers• The sale of unpackaged goods in comparison

to packaged ones is adversely affected

Duty of a consumer

• Make independent choices according to your standard.

• Do not get drawn by the upcoming latest advertisements.

• Discourage products that highlight the inequalities in the society.

Thank You

By –Shubha Godbole

www.udgamschool.com