Ppt on Types of Advertising 2003

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Surrogate Advertising



Newspapers

Magazines

Brochures

Fliers



� Different types of print media

(newspapers and magazines) have

a loyal readership

� Targeting a particular

geographical area.

� Magazines and newspapers are

always in the eye amongst public.

� Can choose the size of the

advertisement space.

� The cost incurred can sometimes

be expensive considering the

medium you choose.

� Can not target a global audience.

� Ad space can be expensive

� Nothing for Illiterate persons.

� Advertisements may get lost in all

the clutter of editorial and ads by

competitors.

PPrint Advertising

























Broadcast

TelevisionRadio

Internet



� Television reaches very large

audiences

� Independent stations and cableoffer new opportunities to

pinpoint local audiences

� Television being an image-

building and visual medium

� Can easily reach targeted

audiences.

� R elatively expensive in

terms of creative, production and

airtime costs

� No station loyalty

� Multiple exposures are required

to achieve message retention and

consumer action.

� Preferred ad times are often sold

out far in advance



� R adio advertising is very costeffective.

� A good radio ad will grab alistener's attention.

� R adio Advertising R eachesMillions

� R adio Advertising is Cheaper than Television Advertising

� R adio Advertising Allows Youto Target Your Market

� Background Format

� Audio

� Impermanence(Radio

advertisements are only

temporary.)

� Listeners cannot go back to

your ads to go over important

points

Radio Advertising



� Allows interactivity

� Media costs can be cheaper than

traditional print/tvc/radio

� Not limited by geography

� Update ads

� Low-Cost

� Can annoy your target market -

reduce brand loyalty

� High level of clutter

� Adblocking software can be used

� Additional costs











�

�

�

�

�

� You have a captive audience (they have

chosen to watch the film or regularly tune in to the television show).

� It is cheaper than overt advertising or

sponsorship.

� If the programme or film is a success your

advertising gets a wider audience.

� The product becomes linked to the film or

programme and the Ideology/lifestyle

inherent in that text. This attracts people tobuy into the image through the product.

� Has an immediate effect but it can be short

term Sponsorship of television

programmes.





BACKGROUND: Pan masala is a comparatively recent habit in India and is marketed with and without

tobacco. Advertisements of tobacco products have been banned in India since 1st May 2004. The

advertisements of plain pan masala, which continue in Indian media, have been suspected to be surrogate for

tobacco products bearing the same name. The study was carried out to assess whether these advertisements

were for the intended product, or for tobacco products with same brand name.

MATERIALS AND METHODS: The programme of a popular television Hindi news channel was watched

for a 24-h period. Programmes on the same channel and its English counterpart were watched on different

days to assess whether the advertisements were repeated. The total duration of telecast of a popular brand of

plain pan masala (Pan Parag) was multiplied by the rate charged by the channel to provide the cost of

advertisement of this product. The total sale value of the company was multiplied by the proportion of usage of

plain pan masala out of gutka plus pan masala habit as observed from a different study, to provide the annual

sale value of plain pan masala product under reference.

RESULTS: The annual sale value of plain Pan Parag was estimated to be Rs. 67.1 million. The annual cost

of the advertisement of the same product on two television channels was estimated at Rs. 244.6 million.

CONCLUSION: The advertisements of plain pan masala seen on Indian television are a surrogate for the

tobacco products bearing the same name.



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