Objectives of Advertising
Advertising is the
promotion of a company’s products and services though different mediums to
increase the sales of the product and services. It works by making the customer
aware of the product and by focusing on customer’s need to buy the product.
Globally, advertising has become an essential part of the corporate world.
Therefore, companies allot a huge part of their revenues to the advertising
budget. Advertising also serves to build a brand of the product which goes a
long way to make effective sales.
Classification
of Advertising Media
1.
Print Advertising - The print media has been used for
advertising since long. The newspapers and magazines are quite popular modes of
advertising for different companies all over the world. Using the print media,
the companies can also promote their products through brochures and fliers. The
newspaper and magazines sell the advertising space and the cost depends on
several factors. The quantity of space, the page of the publication, and the
type of paper decide the cost of the advertisement. So an ad on the front page
would be costlier than on inside pages. Similarly an ad in the glossy supplement
of the paper would be more expensive than in a mediocre quality paper.
Distribution of newspapers and magazines
are measures in terms of Circulation. The authorized body measures circulation
is ABC (Audit Bureau of Circulation)
2.
Broadcast Advertising - This type of advertising is very
popular all around the world. It consists of television, radio, or Internet
advertising. The ads on the television have a large audience and are very
popular. The cost of the advertisement depends on the length of the ad and the
time at which the ad would be appearing. For example, the prime time ads would
be more costly than the regular ones. Radio advertising is not what it used to
be after the advent of television and Internet, but still there is specific
audience for the radio ads too. The radio jingles are quite popular in sections
of society and help to sell the products.
Timing for advertising in Television and
Radio has three bands i.e. Morning Band, Afternoon Band and Prime Time Band.
Rating for different channel in Broadcast
Advertising are
For television its TRP i.e. Television
Rating Point
For Radio its RAM i.e. Radio Audience
Measurement
For Internet it is HIT i.e. no. of files
downloaded from your site or no. of times your site visited.
3.
Outdoor Advertising - Outdoor advertising makes use of
different tools to gain customer’s attention. The billboards, kiosks, and
events and tradeshows are an effective way to convey the message of the
company. The billboards are present all around the city but the content should
be such that it attracts the attention of the customer. The kiosks are an easy outlet
of the products and serve as information outlets for the people too. Organizing
events such as trade fairs and exhibitions for promotion of the product or
service also in a way advertises the product. Therefore, outdoor advertising is
an effective advertising tool.
4.
Covert Advertising - This is a unique way of advertising
in which the product or the message is subtly included in a movie or TV serial.
There is no actual ad, just the mention of the product in the movie. For
example, Tom Cruise used the Nokia phone in the movie Minority Report. Eg. News
Reader using laptop with sponsors name on it.
5.
Public Service Advertising - As evident from the title itself,
such advertising is for the public causes. There are a host of important
matters such as AIDS, political integrity, energy conservation, illiteracy,
poverty and so on all of which need more awareness as far as general public is
concerned. This type of advertising has gained much importance in recent times
and is an effective tool to convey the message.
The Directorate of
Advertising & Visual Publicity (DAVP) is the nodal agency to
undertake multi-media advertising and publicity for various Ministries and
Departments of Government of India.
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