(A)
Cinema Advertising
Cinema is an audio-visual
medium of communication and offers wide opportunities to the advertiser to
screen commercial films and slides produced by them. Today cinema is an
important and effective media of advertising. Suitable short films may be
prepared to create a lasting impression upon the audience. These may be
presented in the form of a story or a cartoon. Through them the merits of the
product are presented to t the audience effectively. Such films may be shown
before the start of the feature film or during interval. At present there are
three kinds of films used as media of advertising:
(1)
Straight Advertising Films: These are most common
now-adays. These concentrate on advertising message relating to only one
product of a particular company, such as Hindustan Lever, Tata Oil Mills
(toilet preparations), D. C. M., Gwalior Rayon, Calico etc. These are of short
duration lasting from 10 to 30 seconds.
(2)
Documentary Films: Documentary films are mainly
used for publicity aspect and in most cases are educative in character. They
are used to show various aspects of an industry as a whole.
(3)
Sponsored Advertising Films: It is a very good combination
of advertisement and entertainment. Cartoon films come under this category
How to In India, cinema has
practically reached all the parts of the country. Mumbai has become the hub of
advertising films and slide production. With all these, cinema as an
advertising media holds great opportunities particularly, for those companies
which are poised to penetrate the rural market of our country. It is
particularly relevant for advertising consumer products and farm inputs.
Advantages
or Merits:
(1) It has a quite wide
coverage.
(2) It is able to explain and
demonstrate the use of a product quite conveniently.
(3) Appeal is made to all
sections of the society.
(4) It is never wasted as no
advertisement can escape the attention.
(5) It is effective and may
pay rich dividend to the advertiser.
Disadvantages,
Demerits or Limitations:
(1) The films are too short
and need changes frequently.
(2) Production cost of a film
is quite high.
(3) The audience may not like
to waste time in seeing such films repeatedly. They resent it as they come for
entertainment only.
(4) Restrictions are imposed
against screening of films, e.g., there is censoring
(5) For screening films, the
cooperation of theatres is a must which is not easily available.
(B)
Purchase Point Advertising
Purchase point advertising is
that advertising which is undertaken at the premises of the manufacturer or the
dealer for attracting the customers. This is a direct method because the
advertising process is either undertaken by the manufacturer directly or
through the dealer. Under this method, goods are displayed at the counters,
windows or in almirahs. It is observed that the point of purchase is the exact
point where the prospects are reminded finally about a product. It is
considered as a powerful media nowadays.
(C)
Specialist Advertising
of Under this media of
advertising, manufacturers provide various articles of low value free of cost
to the existing and prospective customers. The articles constitute calendars,
ball-peris, diaries, cigarette cases, bags and other executive gifts. Such
articles bear the name and address of the advertiser. It is felt that
recipients will do business with the firm in the near future even though
articles are given on no obligation basis. It is also called Novelty
Advertising. These articles are given to targeted customers.
(D)
Video Advertising
It is now considered as the
latest media of advertising. Under this method, video-cassettes ad-films are
prepared. Nearly 22 million people around the world watch Indian films on
video. India alone has video-audience of about 30 million which is increasing
day by day. There are more than 50,000 video-libraries and about 1 lakh video
parlours / clubs in India. The video-cassettes released in India are also being
screened in thousands of luxury buses. Besides the feature films they contain
advertising which are displayed in short intervals.
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