Who
are the key players in advertising?
1. The Advertiser
An advertiser is a person or company
that pays for a product, event, or job to be advertised online, in a newspaper,
on television, or on a poster.
a. to announce or praise (a product,
service, etc.) in some public medium of communication in order to induce people
to buy or use it : to advertise a new brand of toothpaste.
b. to give information to the public
about; announce publicly in a newspaper, on radio or television, etc. : to
advertise a reward.
c. to call attention to, in a
boastful or ostentatious manner : Stop advertising yourself
d. Obsolete. to give notice, advice, or
information to; inform : I advertised him of my intention.
2. The advertising agency
Advertising Agency is just like a tailor. It creates the
ads, plans how, when and where it should be delivered and hands it over to the
client. Advertising agencies are mostly not dependent on any organizations.
These agencies take all the efforts for selling the
product of the clients. They have a group of people expert in their particular
fields, thus helping the companies or organizations to reach their target
customer in an easy and simple way.
Role of Advertising Agencies
1. Creating an advertise on the
basis of information gathered about product
2. Doing research on the company and
the product and reactions of the customers.
3. Planning for type of media to be
used, when and where to be used, and for how much time to be used.
4. Taking the feedbacks from the
clients as well as the customers and then deciding the further line of action
There are basically 5 types of advertising agencies.
1. Full
service Agencies
§ Large size agencies.
§ Deals with all stages of
advertisement.
§ Different expert people for
different departments.
§ Starts work from gathering data and
analyzing and ends on payment of bills to the media people.
2.
Interactive Agencies
§ Modernized modes of communication
are used.
§ Uses online advertisements, sending
personal messages on mobile phones, etc.
§ The ads produced are very
interactive, having very new concepts, and very innovative.
3.
Creative Boutiques
§ Very creative and innovative ads.
§ No other function is performed other
than creating actual ads.
§ Small sized agencies with their own
copywriters, directors, and creative people.
4.
Media Buying Agencies
§ Buys place for advertise and sells
it to the advertisers.
§ Sells time in which advertisement
will be placed.
§ Schedules slots at different
television channels and radio stations.
§ Finally supervises or checks whether
the ad has been telecasted at opted time and place or not.
5.
In-House Agencies (Eg. Amul has their in house ad
agency)
§ As good as the full service
agencies.
§ Big organization prefers these type
of agencies which are in built and work only for them.
§ These agencies work as per the
requirements of the organizations.
3. The media
Composed
of the channels of communication that carries the message from the advertiser
to the audience
The means of communication, as newspapers, radio, and TV, Digital
(Facebook, Instagram etc) that provides the public with news, entertainment,
etc., usually along with advertising.
The term media, which is the plural of medium, refers to the
communication channels through which we disseminate news, music, movies,
education, promotional messages and other data. It includes physical and online
newspapers and magazines, television, radio, billboards, telephone, the
Internet, fax and billboards.
Types of
Media / Media Classification
·
Print Media (Newspapers, Magazines)
·
Broadcast Media (TV, Radio)
·
Outdoor
or Out of Home (OOH) Media.
·
Internet.
·
Print
Media includes
all types of publications, including newspapers, journals, magazines, books and
reports. It is the oldest type, and despite suffering since the emergence of
the Internet, is still used by a major proportion of the population.
·
Broadcast
Media refers to
radio and TV, which came onto the scene at the beginning and middle of the 20th
century respectively. Most people still get their news from TV and radio
broadcasts – however, experts predict that it will not be long before online
sources take over.
·
Over
the past twenty years, cable news has grown in importance.
·
The
Internet –
specifically websites and blogs – are rapidly emerging as viable and major
channels of communication as more and more people seek news, entertainment and
educational material online. The term ‘viable,’ in business, means capable of generating profits for
many years.
·
Virtually
every part of the Internet has become a medium of communication – most free
email services have little boxes that display ads and other messages.
4. Vendor
Making
of advertisement (Eg. Computer Designer etc)
The
fourth stage player in the world of advertising is a group of service
organization that assists advertisers, advertising agencies and the media.
Ad vendors are fourth party ad
services that provide ads for
players. Ad vendors in
the system are management entities used to associate Ad campaigns and players
for reporting purposes.
5. The Target Audience
The
final player in the advertising world.
Our target audience refers to the
specific group of consumers most likely to want our product or service, and
therefore, the group of people who should see our ad campaigns.
A
target audience profile is simply a specific group of customers most likely to
respond positively to your promotions, products, and services. Often, our
target audience analysis will be based on specific factors like location, age, income, and so on.
Different
Types of Audiences You May Encounter
·
Neutral Audience. These will be the kind of
people who are directly or indirectly interested or don't want to invest in our
idea.
·
Hostile Audience. These are the people who are
in strong disagreement with our idea. You purpose
is to respect them and their viewpoint.
· Uninformed Audience. Our requirement is to educate before we can begin to propose
a course of action.
·
Expert Audience.
· Business Audience.
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