AN OVERVIEW Advertising is one of the largest generators of revenue in the world economy. Yet it remains enigmatic to a large section of people. It is akin to dream selling for some. For others it is a sheer waste of money. Whatever the perception, advertising in India as anywhere else continues to mesmerize millions of people, cutting across age, gender and social and economic disparities. Advertising is • Paid for • A way of promoting products, services or information • A form of communication (between manufacturer and consumer) • A physical commodity An integral part of pop culture • An important economic force • A part of our urban landscape The analysis of advertising is an integral part of Media Studies. Advertising manifests itself in all known media forms, and is constantly seeking new media, new channels of communication. Through looking at advertising we can learn not only how the most simple narratives are constructed (a print ad is simpler than a magazine article, a TVC is simpler than a feature film, although they use the same narrative techniques), but how ideas can be communicated at great speed, through the use of single images and words.
WHAT IS ADVERTISING? The word advertising originates from Latin word advertise, which means to turn to. The dictionary meaning of the term is “to give public notice or to give publicity”. Advertising may be defined as the process of buying sponsor-identified media space or time in order to promote a product or an idea. It is perhaps the most visible of all the elements in the promotion mix and is therefore subject to much criticism from consumer groups. It is also subjected to government regulation. The American Marketing Association, Chicago, has defined advertising as “any aid form of non-personal presentation or promotion of ideas, goods or services, by an identified sponsor”. Advertising is not just 30 seconds of entertainment during the Super Bowl or the announcement of the new deals from the cheesy car dealer down the street. Advertising is big business–an industry with extraordinary cultural and economic impact. It has the power to create brand awareness and loyalty and to stimulate demand. In its most profound form, it can turn mere products into meaningful brands and important possessions and turn the most mundane object into a cultural icon.
The Term Paper on The Effects Of Advertising And Media On Society
The Effects of Advertising and Media on Society Advertising is an important social phenomenon. It both stimulates consumption, economic activity models, life-styles and a certain value orientation. Consumers are confronted with extensive daily doses of advertising in multiple media. Withthe continual attack of marketing media, it is presumable that it will affect our individualism and society as a ...
Advertising can be offensive or memorable, the center of controversy or the topic of conversation. In its simplest form, advertising is a method of one-way communication between an advertiser and the consumer. An advertisement is persuasive in nature and sends an intended message through a designated medium (radio, television, the Internet).
However, in receiving a message, consumers do not always interpret the message as the advertiser intended. Successful advertising sales results in satisfied customers and revenue growth for the company. Definition i. Advertising is a paid form and hence is commercial in nature.
Publicity is not paid for by the sponsor. Advertising is a paid form of publicity. Thus any sponsored communication designed to influence buyer behavior is advertising. ii. Advertising is non-personal. Whatever the form of advertisement (visual, spoken or written), it is directed at a mass audience and not directly at the individual as in personal selling. iii. Advertisements are identified with their sponsoring authority, which is not always the case with publicity. ORIGIN AND GROWTH OF ADVERTISING The history of advertising dates back to the early days of human civilization. The evolution or growth of advertising can be briefly stated s follows: 1. Early Forms of Advertising: Three forms of advertising existed during the pre-printing period, i. e. before 15th century. The three forms are as follows: a) Trade Marks: In olden days, artisans used to inscribe on their goods such as pots, wooden tools, etc. , certain marks such a stars, moon, tiger, etc. Such marks came to be regarded as trade marks. The trademark was treated as a form of advertising because the reputation of a particular trademark spread by word of mouth. The buyer used to look for such marks before buying the product or tools at the village fairs or such other places. ) Town Criers: Prior to 15th centaury, shopkeepers and other sellers appointed town criers to popularize their stores and products. The town crier wore clowny cloths and played a musical instrument such as drum or a flute and attracted the attention of the people at the village fairs, bazaars etc. the town crier used to offer samples and praise the shop and the product soled by the shops. Town crier were treated as a form of advertising as they attracted the attention of t5he people and also induced or persuaded the people to buy the products popularized by them. c) Sign Boards: Signs or signboards have been in use for over 5000 years.
The Essay on Advertising And Media Local Radio
The evolution of the mass media is very interesting subject of study that presents variations according to different circumstances. One of these is the place where this evolution takes place. Because media as institutions are part of society, are influenced from any particular characteristic that each society has. In the case of Greece, it's really interesting to see how the evolution of a medium ...
In those days, sellers used to paint signs on the rocks or boards about their goods. People were attracted by those signs and purchased the product popularized by the signs or signboards. For e. g. , a sign of cow was used for dairy products, row of ham for butcher’s shop etc. 2. Birth of Printing Press: In 1438, Johan Gutenberg invented the crude form of printing press. This made possible the printed advertisements in the following forms: a) Hand Mills: In 1477, William Caxton from London brought out the first ever-printed advertisement in the form of a hand mill. The dvertisement was for a religious book. b) Newspaper Advertisement: The Gutenberg invention made possible the printing of a newspaper. The first newspaper came into existence in Germany around 1520, and the first newspaper ad was published in about 1525 in Germany for a book. The first printed English newspaper appeared in 1622 called “The Weekly News of London”, and the first ad in an English newspaper appeared in 1625 for a book. c) Magazine Advertising: Magazines were first published in the early 1700s, how ever, advertising in magazines gain reorganization only around 1870.
In those days, most of the advertisements were in the form of posters/ handbills and in newspapers. 3. Birth of Advertising Agency: In 1840 Volney Bpalmer started the first advertising agency in America at Philadelphia. In those days, ad agencies used to act as “salesmen of space”. They used to sell space in newspapers and magazines on behalf of publishers to the advertisers. They used to get 25% commission for such services. The real advertising work such as copywriting art-work etc, by the ad agencies began in the early 20th centaury. 4. Radio Advertising: Marconi invented the radio.
The Term Paper on Advertising And The Media
"Ring around the collar," "Once you pop, you can't stop," "Just do it." Television viewers today are bombarded with increasing commercial content. From the barrage of 15-second commercials every seven minutes, to product placement, to infomercials, when the viewer watches television, they are constantly exposed to some form of advertising. Beyond the minor annoyance, very few people think that ...
The radio was introduced to the public in the early 1920s. The first radio advertisement was aired in 1922 for “Eveready Batteries” in America. Because of the invention of radio, it was made possible to advertise to the illiterates. The music and sound effects of radio advertising gave a new meaning to the field of advertising. 5. Television advertising: in 1930s John L. Baird invented the commercially viable television. It was the most impressive medium of all times. The television advertising combined the effect of voice and vision, music and motion.
The first commercial appeared in 1949 in USA. In India, the first TV commercial appeared on Jan. 1, 1976. 6. Other Forms: In this present century several other forms of advertising came into existence. It includes neon-signs, video, sky writing, billboards, yellow pages, direct mail, etc. 7. Growth of Advertising Organizations: Several advertising organizations came into existence during the 20th century. These include Audit Bureau of Circulation (ABC) in 1914 in America and later on in other countries including India; Advertising Agencies Association of America (AAAA) in 1945.
These organization gave an added impetus to the progress of advertising throughout the world. 8. Internet: An interesting form of advertising in the late 1990s is the Internet. Internet can be called as electronic yellow pages. Companies open a website wherein they provide information about the company and the product. KINDS OF ADVERTISING There are various kinds of advertising that are based on classification. Advertising can be classified in many ways. Some of the ways in which it can be classified is as follows: Local |Consumer |Press |Direct & Indirect |Pioneering | |Regional |Industrial |Broadcasting |Action |Competitor | |National |Trade |Outdoor |Primary & selective |Retentive | |International |Professional |Others |Product & PRA | | A. On the Basis of Area: I. CLASSIFICATION ON THE BASIS OF AREA COVERAGE . Local Advertising: This is also known as retail advertising. This is undertaken mostly by retailers in a local area, which can be a village, a town or a city, or even in a small locality. The response expected is “Buy at my Store”. The media used is normally the newspapers, cable network, neon signs, posters, billboards and even local cinema and local television networks. Local advertising builds name and goodwill of the’ store and bring in more sales from the local buyers. 2. Regional Advertising: This type of advertising is done in a particular region, say western region, or southern region.
The Essay on Types of Advertising Media
As we noted in Managing the Advertising Campaign tutorial, selection of the media outlet through which an ad will be presented has important implications for the success of a promotion. Each outlet possesses unique characteristics though not all outlet are equally effective for all advertisers. Thus, choosing the right media can be a time consuming process requiring the marketer to balance the ...
There are marketers who concentrate their marketing efforts in a particular region of a country and as such they will concentrate their advertising effort in such regions. The media used are regional television and radio networks, regional magazines, newspapers and also outdoor media in a particular-region. 3. National Advertising: This type of advertising is undertaken by marketers who sell their products throughout the nation. Examples include Colgate Palmolive, Hindustan Lever, Godrej, BPL, Sony, etc. The response expected is “Buy my brand”. The advertisements are in respect of branded products.
The media used includes national network of television, and magazines. ‘They also use newspapers, radio, etc. 4. International Advertising: This is undertaken by MNCs and exporters who sell in different countries. Examples include advertising by Coco Cola, Pepsi, Philips, and others. ‘The international advertisers analyze the same advertising campaign worldwide or they may modify their ad campaigns depending upon the target audience in different countries. II. CLASSIFICATION ON THE BASIS OF AUDIENCE 1. Consumer Advertising: This type of advertising is done to the consumers.
The Essay on The Best Advertising Media
In business, every penny counts and is precious. Business ventures do not just engage in advertisement for the sake of it. The main aim of advertisement is to obtain the maximal returns on investments. The choice of the advertising media then becomes very critical since it will determine whether the business would achieve the winning edge or not. The winning edge is that point when the business is ...
Such advertising is done to create awareness and to induce action on the part of consumers, i. e. , purchase of goods and services or some other action. The media use includes television, radio, magazines, newspapers and others. Examples of such advertising include Colgate tooth-paste, Thumps Up, Dove Soap, etc. 2. Industrial Advertising: This is undertaken by sellers of industrial goods. They advertise to business people to purchase the products and services so that they can use such items in their business activities. Examples of such advertising include Ernco Transformers, Kirloskar Industrial Pumps, etc.
The media used includes trade journals, industrial magazines, and direct mail. 3. Trade Advertising: It is undertaken by manufacturers of consumer goods as well as industrial goods. It is undertaken to influence the dealers to stock and promote the advertiser’s goods: Through trade advertising, the advertiser expects the response “Stock and promote the sale of my products. The media used includes brochures, folders, trade magazines, and direct mail. 4. Professional Advertising: It is undertaken to influence the professionals such as doctors, lawyers, architects, professors, etc. The media used can be direct mail.
Mostly, the professionals are approached personally by the seller. The response expected from the professionals-is “Recommend or prescribe my brand. ” This type of advertising is required for the promotion of college/university textbooks, medicines, building materials, etc. III. CLASSIFICATION ON THE BASIS OF MEDIA 1. Press Media: This includes the use of newspapers and magazines. In India, a major share (about 52%) of total advertising goes to the press media. All advertisers can afford to pay for press advertisements as compared to television advertising. Press advertising can be used for future reference if so required.
Again, detailed information can be provided in the press advertisements, which may not be possible in outdoor, television, and on radio. 2. Broadcasting Media: This includes advertising on radio and on television. In India, television advertising is gaining importance and is ranked second in terms of advertising expenditure after newspapers. However, radio advertising is very insignificant in India. The share of advertising expenditure on radio is less than 3%. Television advertising with its voice, vision, music and motion effects can create a good impact on the minds of the target audience.
The Essay on Luxury Brand Marketing
It depends on dimension such as high price, high quality, uniqueness, exclusivity etc. What is a luxury product? In economic terms, luxury products are those who can consistently command and justify a higher price than products with comparable functions and similar quality. In marketing term, luxury products are those who can deliver emotional benefits which is hard to match by comparable ...
Radio advertising also can create a good impact, especially, in the rural areas, where some of the people may not afford to buy the television sets. 3. Outdoor Media: This includes posters, neon signs, transit, point of purchase (POP), etc. Outdoor advertising can be a good supporting media to other forms of advertising. It is a good form of reminder advertising, especially, the POP advertising. 4. Other Media: This includes direct mail, handbills, calendars, diaries, cinema advertising, Internet and so on. These miscellaneous media can play an important supporting role . to the major media such as television, and newspapers.
IV. CLASSIFICATION ON THE BASIS OF FUNCTIONS 1. Direct Action and Indirect Action Advertising: Direct action advertising is undertaken to obtain immediate response or action on the part of target audience. Examples include discount sales advertising, sale along with free gift offers, and mail-order coupon sales, etc. The media used is mostly newspapers, and television. 2. Indirect action advertising is undertaken to influence the audience in respect of advertiser’s brand. The advertiser expects the target audience to prefer his brand as compared to competitors whenever a buying decision arises in future. . Primary and Selective Advertising: Primary advertising is undertaken by trade association or by cooperative groups. It is undertaken to create generic demand for products and services. For example, the Coffee Board may advertise to consume more coffee. 4. Selective Advertising is undertaken by marketers of branded products. The advertiser intends to create selective demand for his brand. Examples include Pepsi Cola, Coco Cola. 5. Product and Institutional Advertising: Product or Service advertising is undertaken to promote the sale of products and services – branded or unbranded.
Institutional advertising is undertaken to build name and goodwill of the organisation. It is also known as corporate advertising or image advertising. It is mostly undertaken by large firms. V. CLASSIFICATION ON THE BASIS OF ADVERTISING STAGES 1. Pioneering Stage: Advertising done during the introductory stage to make the audience aware of the new brand is called pioneering type. However, in real sense pioneering advertising refers to advertising of a newly launched innovative product. Examples: ads of liquid detergents, electric razors, electric toothbrushes, bike with a roof etc. 2.
Competitive Stage: Once the product survives the introductory stage, soon it has to face a number of competitors. Advertising undertaken to face competition is called competitive advertising. Most of today’s advertising is competitive in nature. 3. Retentive Stage: It is also known as reminder advertising. When a brand is used by a large share of the market, the advertising is so designed as to maintain brand loyalty. It is undertaken to remind the buyers to repeat the purchases of the advertised brand. ACTIVE PARTICIPANTS IN ADVERTISING Active participants are those individuals or organizations, which are ctively associated in the field of advertising. Generally, the lists of active participants include: 1. Advertisers: The advertiser includes sellers of product and services, trade intermediaries such as retailers, and social organizations. It is the advertiser who makes the final decision in respect of the target audience, the media of advertising, the period of ad campaign, and the size of the ad budget. • There are advertisers who run a couple of ads in a year, and there are others who may run thousands of advertising messages, in a year. There are advertisers who undertake only product advertising, and there are others who undertake corporate advertising as well. • The advertisers may advertise throughout the country or they may advertise in a particular region or local area. • Some advertisers may make use of a number of media, whereas, others may use only the local media such as newspapers, outdoor advertising. 2. Adverting Agencies: The advertising agency is an independent business organization, composed of creative people who plan, prepare and place advertising media for sellers seeking to find customers for their goods and services.
The advertising agencies earn a commission of 15 percent of the media bill. They charge out-of-pocket expenses to their clients, i. e. , the advertisers. • There are agencies that provide a complete package of services advertising and other marketing services and there are others who provide only specialized advertising services. • There are agencies who earn a couple of lakhs of rupees, and there are others like O& M, J. Walter Thompson (HTA), Lowe (formerly Lintas), McCann-Erickson (India’s top 4 agencies) and others whose annual billings run in crore of rupees. There are agencies that employ a few employees and yet others employ hundreds of people in their offices. 3. Audience: It refers to the recipients of advertising messages, i. e. , readers, listeners, or viewers. Every advertising message is directed to either mass audience or to selected class of audience. Every advertiser intends to convert audience into prospects, prospects into buyers. • The ad messages are directed to users of the advertised brand so that they go for repeat purchases and also recommended to their friends, neighbors and others. • The messages are directed to non-users who may purchase the product in future.
The messages are also directed to the users of competitor’s products, so that they switch over to the advertiser’s product. 4. Advertising Media: The media are the channels of communicate through which ad messages are transmitted or communicated to the target audience. There are several media of advertising. Each media has its own merits and limitations. • The most frequently used media are newspapers, magazines, television, radio, posters, billboards and neon signs. • Each media has media vehicles. For instance, in magazines, there are business magazines. In business magazines, the media vehicles are Business Today, Business World, etc. In India, newspapers account for a major share of advertising revenue, followed by television and magazines 5. Advertising Production Firms: These include copywriters, artists, photographers, typographers, layout designers, producers, editors, and others. They may be the personnel from the ad agencies or they may be hired from outside by the agencies on job basis. These are the people who transform the idea of an ad into a finished form the success or failure of an ad largely depends on these people. 6. Government Authorities: The government authorities control the functioning of the entire advertising industry.
The government adopts laws and regulations which have a direct or indirect bearing on advertising. For instance, ads of liquor and tobacco products are not allowed on television, and radio. Apart from government authorities, there are other individuals and organizations, who participate in the advertising world. There are advertising clubs, association of advertisers and agencies, audit bureau of circulation, a number of research firms, institutions imparting advertising skills, and so on. Among all the marketing mix elements, advertising is probably the most critical link between the marketer and the consumer in today’s world.
Often it is through advertising that the marketer communicates to, and reaches the consumer even before the consumer has set sight on a product in the market. Its ability to transform products into brands in consumer’s minds is vital for creating and sustaining a relationship between them ROLE OF ADVERSTISING Positioning MarketingAdvertising Brand DeliverPromise Consumer Good, effective advertising is almost a necessary condition for any marketing effort to succeed in today’s competitive world and that is what makes advertising a double-edged sword. If used properly, it ahs a capability to cut the competition to pieces.
If not it can bleed the company badly, even to death. After all a double edge sword needs careful handling. A lack of clarity in which direction it needs to be wielded can lead to self inflicted cuts and wounds. The same is true with advertising. A good understanding of the marketing and branding principle is a must. What role advertising is supposed to play in the marketing game plan should be clearly defined. Clarity in knowing what advertising is supposed to achieve, and within what marketing and brand parameters, will give a proper direction to the entire advertising planning nd development process. ADVERTISING PLANNING FRAME WORK It would be worthwhile here to remember that advertising is always part and parcel of a solution to a marketing problem. It is only the means to resolve the marketing problem and not an end in itself, and definitely no panacea. Therefore, any outline Advertising Objective should be in line with the marketing objective and strategy. THE ADVERTISING FRAMEWORK Media mix Role of Advert- ising Creative mix Segmentation Target Group AudienceStyle/
Design/ Tone Positioning Key Message, Idea Proposition Concept/ campaign The Advertising Strategy essentially flows out of the marketing strategy. A clear definition of the “core” target segments in the marketing strategy will automatically translate into a well-defined target audience for advertising. Similarly the positioning stance in the marketing strategy will translate into the key message or proposition that the advertising needs to focus on.
Only when it is clearly known who you are talking to and in what context can u develop a meaningful advertising strategy of what u you are going to say and how. Thereafter the creative and media aspects of the advertising are worked out. The focus of the Creative Strategy is to come up with an advertising “idea” and campaign that can inspire and motivate the consumers to identify with and own the brand. The focus of the Media Strategy is to ensure that the advertising is taken to people’s home and lives in the most visible and effective way possible.
It also needs to ensure that in doing so the advertising monies are used as efficiently as possible. In totality, if there is no doubt in fact that advertising is probably the most lethal weapon a, marketer possesses – the terminator X – it is equally true that it will take all the understanding and wisdom of a professional marketing approach to control and direct its trigger. If there is no clarity on the purpose to shoot, or no marked target, or no precision in aiming, or no synchronization in when to pull the trigger, the bullets will fly all over the place resulting in a lot of unintended, innocent, and at times self casualties.
ROLE OF ADVERTISING IN MARKETING MIX Marketing mix consist of four important variables of marketing, i. e. 4Ps-Product, Price, Promotion and Place. Apart from the traditional 4Ps, there are also other variables, i. e. Packaging, Posting, and Pace. Advertising is an element of promotion. However, it not only assists in promoting the product, but also affects the other variables of marketing mix. This can be explained as follows: 1. Advertising and Product: A product is normally a set of physical elements, such as quality, shape, size, colour and other features. The product may be of very high quality .
At times, the product is so designed that it requires careful handling and operations. Buyers must be informed and educated on the various aspects of the product. This can be effectively done through advertising. Thus, advertising plays the role of information and education. 2. Advertising and Price: The price is the exchange value of the product. A marketer may bring out a very high quality product with additional features as compared to competitors. In such a case, price would be definitely high. But buyers may not be willing to pay a high price would be definitely high.
But buyers may not be willing to pay a high price. Here comes advertising. Advertising can convince buyers regarding the superiority of the brand and thus its value for money. This can be done by associating the product with prestigious people, situations, or events. Alternatively when a firm offers a low price products the job of advertising needs to stress the price advantage by using hard hitting copy. It is not just enough to convince, but it is desirable to persuade the buyer. Thus advertising plays the role of conviction and persuasion. 3.
Advertising and Place: Place refers to physical distribution and the stores where the goods are available Marketer should see to it that the goods are available at the convenient place and that too at the right time when the buyers need it. To facilitate effective distribution and expansion of market, advertising is of great significance. Thus advertising do help in effective distribution and market expansion. 4. Advertising and Promotion: Promotion consists of advertising, publicity, personal selling and sales promotion technique. Businessmen today have to face a lot of competition. Every seller needs effective promotion to urvive and succeed in this competitive business world. Advertising can play a significant role to put forward the claim of seller, and to counter the claims of competitor. Through effective advertising, sellers can face competition and also help to develop brand image and brand loyalty. 5. Advertising and Pace: Pace refers to the speed in marketing decisions and actions. It involves among other things the launch of new products or brand variations at greater speed than before. As and when new brands are launched, advertising plays an important role of informing, educating and persuading the customers to buy the product. . Advertising and Packaging: The main purpose of packaging is protection of the product during transit, and preservation of quality and quantity. Now a –days, marketers take lot of efforts to develop and design attractive packages as they carry advertising value. A creatively design package attract the attention of the customers. It also carries an assurance of quality and creates confidence in the minds of customers to buy the product. 7. Advertising and Positioning: Product positioning aims at creating and maintaining a distinct image of the brands in the minds of the customers.
Through advertising the marketer can convey the positioning of the brand and accordingly can influence the buying decision of the target audience. Thus, marketer can inform, educate and persuade the present and potential prospects to use the product so advertised by him. Creative ads can effectively mould customer behaviour towards the buying of a particular brand. Effective advertising can generate repeat orders from the existing buyer, and new orders from non-users and users of competing brands. GENERAL ROLES OF ADVERTISING The roles of advertising are many.
It is designed to inform and induce people to act upon the advertising message. It can be used to support a cause, or to elect a candidate or raise funds for some charitable or social organization. Most advertising however, is for the marketing of goods and services. The role of advertising can be explained as follows: 1. Communication: There is always a need to inform the consumers about the availability of a new and better goods and services. It is very difficult to personally approach the prospects throughout the market area and bring their notice the reliability of goods and services.
Advertising solves this problem through mass communication in news papers, magazines, radio, TV, etc. advertising creates awareness of goods and services in the market. 2. Persuasion: Today’s customer needs not only information about the new goods and services, but he needs to persuaded to buy the advertiser’s product because he is confronted to so many competitive massages of competing brand. Therefore, the role of advertising is not only to communicate but also to persuade the prospects to buy goods and services. 3.
Education: advertising brings the knowledge of the audience about the various features of the products such as quality, uses, advantages, price, and such other aspects. This helps the prospect to make a proper choice of brand before he decides to purchase. Also the audience are made aware of social problem that are forced by the society such a s child marriages, dowry evils, smoking effects, noise pollution, etc. through public service advertisements. 4. Expansion of Market: effective advertising helps to stimulate more and more demand from the audience or prospects this helps to boost up large scale production and marketing.
The manufacturer / seller can expand his market from local level to regional level to national level and even to international level THE ROLE OF ADVERTISING ON THE INTERNET Do consumers recognize that advertising support media? Internet as well as other media, we can enjoy almost all web sites free of charge thanks to advertising on it. But users sometimes search information conatively using internet, advertisements which occupy some part of the page and try to catch their eyes look burdensome and disturbing their works. It may be worse than any other media.
How can we persuade Internet user of the merit of advertising? The more users think Internet advertising burdensome and avoid to see it, the less the value of the advertising will be. If many advertisers stop using internet advertising, free sites will be no more. User will be requested to pay some charge to use their favorite web sites in the future. To persuade them that advertising is inevitable to use web sites free of charge, it must be not bad to some sites declare to start subscription. Users who hate subscription will understand the role of advertising on the internet. Internet advertising is only the gate.
Almost all banner advertising and e-mail advertising are gadgets to make users to jump to main web site. For the time being, internet advertising by itself will never fulfill the transaction. It makes users to proceed to the next step such as getting more information, asking some questions and making order and so on. Targeting is the key. Appropriate targeting is the key to success in the internet advertising. Internet, more precisely, particular web sites are kinds of media to appeal to specific target not to mass audience. There will be complete different way from traditional mass media.
Will it be a new communication tool for the young generation? Young generations are very familiar with computer from their childhood. For them, internet is necessity for their life. In the 1950s and 60s, teenagers or younger children who grew up with television shared common interests and communication concerning television. It is hardly believable that older generation communicates each other using internet within a few years but young generation can easily do so. WASTE IN ADVERTISING Waste in advertising refers to the failure of the advertisement or campaign to achieve its desired objectives.
The main objective of every ad is to attract the attention of the audience and then to induce them to act upon the advertiser’s message. If the ad fails to attract the attention and induce the audience, then one can say that there is waste in advertising. Some people talk of waste in advertising when they feel that more money is spent on advertising than what is actually needed. Causes of Waste in Advertising: The waste in advertising may be due to any or many of the following causes:- 1. Poor Planning: The advertiser may not obtain proper response from the audience, if he plans his advertising in a poor way.
For instance, the frequency of ads may be inadequate to bring about a desired response from the audience, or the funds allotted to a particular media may not be sufficient. At times, an advertiser may advertise more in one place and neglect the other market area where advertising is in fact required. Such poor decisions on the part of the advertiser will result, in waste in advertising. 2. Wrong Targeting: The advertiser may direct the product to the wrong target audience. The marketer or advertiser may not be able to locate properly the markets for his product. For example, the advertiser of a soft drink may target older generation in India.
Such targeting may not work well in a country like India where older generation are wise enough not to get influenced by soft drink ads. 3. Wrong Selection of Media: The advertiser may make a wrong selection of the media. This is possible when the marketer does not take the assistance of professional ad agency to select the right media. The ad will be directed to the wrong target audience, and as such it will result in a waste of money and efforts. For example, a publisher of college or university text books may advertise in newspapers or on television rather than asking the professors to recommend. . Wrong Sponsoring of Programmes: The advertiser may sponsor wrong programmes. Normally, the image of the programme or serial must fit or match with the image of the advertised brand. For example, the advertiser of a luxury car may sponsor a cheap comedy serial on television which is viewed by masses, especially, belonging to lower income groups and even middle income groups. 5. Excessive Repetition: Now-a-days, advertisers go for excessive repetition in order to obtain a larger share of voice on the television and radio.
In fact, viewers or listeners are so fed up with the repetitive ads, and they often switch over to other channels during the ads. Some audience even gets irritated and they stop viewing a programme, which is frequently interrupted by ads. There are cases where buyers stopped buying a particular brand due to the irritation generated by repetitive advertising and poor quality of advertising of that brand. 6. Wrong Placement of Ads: There are cases of wrong placement of ads. This especially happens in the case of billboards and even posters. Again, there are cases of wrong placement of the ads in the newspaper.
This is because a good number of readers do not read the entire newspaper, and if the ad is inserted in such a place where the editorial is hardly of interest to the target audience. 7. Poor Quality of Ads: The ads may be poorly drafted. The model or the personality selected may have nothing with the brand, or the character of the personality may not match with the character of the brand. For example, if a marketer of luxury car selects a popular Hindi film personality, then it will lead to waste as the prospective buyers of luxury car may not nfluenced by a Hindi film personality. Again, the choice of words used in the advertisement may not be proper, and the audience may get irritated or insulted by such ads. Therefore, the advertiser should be selective in using the right words, and selecting the right models or personalities to endorse the brand. 8. Wrong Selection of Ad Agency: The advertiser may make a wrong decision in the selection of the ad agency. The agency may not understand properly the requirements of the advertiser, the nature of the product, the nature of target audience, etc.
Such agency may wrongly advice the advertiser regarding the choice of media, the use of language, the choice of words, the choice of personalities to endorse the brand, and so on. 9. Wrong Time: The advertiser may select wrong time to advertise the brand. For example, one cannot advertise for products liked by children at late hours in the night. Again, if the product is of seasonal nature such as umbrellas, then the advertising must be undertaken at the onset of such season. 10. Lack of Coordination: There may be a lack of coordination among various sections of the marketing department and other departments in the organisation.
Even if the advertising is effective and generates good demand for the product, the production department may not be able to increase the pace of production, or the marketing department may not be able to distribute and provide after-sale-service effectively. This will definitely result in waste of effective advertising. 11. Untruthful Advertising: At times, the advertiser may provide false information in the ads. The advertiser may not be able to fool the audience with such type of wrong information, and therefore, the money spent on such advertising is waste. 12.
Clutter of Ads: The advertisement may be inserted in a newspaper, which is cluttered with several ads’. Again,-there may be cluttered of ads, especially, at the time of popular serial or programme. Some of the ads may not noticed by the audience. Again, the clutter of ads, especially, on television irritates the audience. 13. Conditions not Conducive: At times, conditions conducive to the use of advertising may not be present, but still the advertiser advertises the product and as such loses a good amount of money on ads. The above mentioned causes are some of the reasons as to why there is waste in advertising.
This can be avoided provided there is a systematic planning of advertising and the conditions must be conducive to the use of advertising. Again there should be proper pre-testing of ads before they are run over a large market area. The advertiser may also go for post-testing of ad campaign to correct mistakes, if any. Finally, there should be proper control over the advertising budget. ETHICS IN ADVERTISING Ethics is a branch of social science that deals with moral principles and values. It differentiates what is good and what is bad. What is good should be followed and what is bad should be discarded or avoided.
As far as advertising is concerned the advertisers should do only good advertising. Good advertising refers to honest advertising. Only true fact; about the product should be stated – no exaggeration – no Ties. Again, only good products should be advertised and that too to the right audience. There are various ethical issues in advertising ranging from the question of validity of claims made in the ads to the matter and manner of presentation Often vital issues are raised such as: • Advertising of harmful products. • Advertising to children, • Ads in poor taste, False claims made in the ads, • Excessive use of exaggeration, • Unhealthy brand comparisons, • Use of Testimonials, etc. Although advertisers face ethical regulations, every issue is not covered by a clear written rule. Many advertising issues, such as brand comparisons, use of personalities, statistical claims, degree of exaggeration, etc, are left to the discretion of the advertiser. Critics feel that advertising should be objective and informative, whereas, those who defend advertising say that ultimately the consumer makes the Final decision.
If advertising for a product is perceived as violating ethical standards, consumers can exert pressure by refusing to buy the product. They can also complain to the company and to the regulatory bodies. Sometimes when advertising decisions are not governed by any regulation, it is the advertiser who should make an ethical decision. The advertiser must weigh the pros and cons, the good and the bad, the healthy and harmful effects and make a value judgment about an unfamiliar situation.
Even though some ads might increase sales, an ethical advertiser should avoid the use of offensive, double meaning tone of the ads and also the truth should not be stretched too far. When making a claim about the product one should not malign competitors’ product, when your product is basically the same as that of the competitors. Advertisers must address themselves the following few questions: • Who should and should not be advertised to? • What should and should not be advertised? • What should and should not be the content and tone of the advertising message? Where should and should not be advertised? ADVERTISING AGENCY Advertising agency is one of the important component of the advertising industry. It has played a significant role in the development of modern advertising Ad Agency can be defined as “an independent business organization composed of creative and business people, who develop, prepare and place advertising in advertising media for sellers seeking to find customers for their goods and services. ” Evolution Of Advertising Agency The origin and growth of advertising can be defined into five stages: 1.
Period of space agents, 2. Period of space wholesalers, 3. Period of creative services, 4. Period of complete package of services, 5. Period of mega agencies Period of space agents: The history of American advertising records Volney B. Palmer as the first person to have worked as a space salesman. He sets up his agency office in Philadelphia in 1840. He solicited advertising business for the newspaper publisher for a commission. Others followed Palmer and soon there was competition in selling space to the prospective advertisers. Period of wholesaling: In about 1865 George P.
Rowell started a different system of selling space. He contracted with 100 newspapers to buy one column of space a month. He purchased space, in lots at inside rates and sold it at higher rates in small units to individual advertisers. He not only received his normal commission but also made good money due to discounts on wholesaling rates offered to him by the publishers. Period of creative Services: In the last decade of 19th centaury there was so much competition among the various advertising agencies to sell space, which resulted in cutting of rates by the various agencies.
At the same time some of the publishers started their own sales departments to sell space directly to the advertisers. This resulted in loss to the agencies and some of the agencies had to close down their offices. Others in order to face difficult times, hired copywriters and artists to handle the art work and copy for the clients and since the advertisers were offered free creative services they once again relied on the advertising agencies. N. W. Ayer was the first person to offer such services. Period of complete package of services: After World War I, a lot changed in the functioning of advertising agencies.
In 1917, the AAAA was born. This organisation worked for the improvement in advertising standards and advertising practices. Soon the advertising agencies started to provide full service to their clients which included apart from writing copy and art work, planning for the client’s advertising, recommending changes in product pricing, product distribution, conducting market research and so on. Now-a- days, the agencies assist their clients in total marketing programme; the agency may also work on projects, not directly related to advertising, such as public relations, package design, sales literature and so on.
Period of Mega Agency: A significant development of the 1980’s is the development of mega agency. Agencies world wide merge with each other to serve their clients in a much better way. It was in 1986, Saatchi & Saatchi, a small London based agency that started the movement and at present it is the third largest agency network in the world (Saatchi & Saatchi enjoyed No. I position in 1990).
CONSIDERATIONS IN THE CHOICE OF AN ADVERTISING AGENCY Selecting the right type of advertising agency is a very difficult choice the advertiser should make a list of all possible agencies that can serve is purpose and the agency best qualified to provide the required and effective services is selected. Some advertisers may select more than one agency to handle separately its various product lines. Following are the factors that should be considered while selecting an advertising agency: 1. Services Offered: The very important consideration in the choice of the advertising agency is the requirements of the advertiser as to the services in respect of advertising and non-advertising. If the agency is well equipped to meet the requirements of the advertiser, then sue agency can be selected.
Some agencies may provide only a few services, others package of services. 2. Location: The location of the advertising agency is of prime importance; preferably the office of the agency should be located within the same city where the head office of the client is located. Quite often the client has to consult and communicate on various advertising problems and this can be done quickly and economically, if the office of the agency is within easy reach of the advertiser. 3. Compensation: Now-a-days agencies charge for entire services. There is hardly anything free.
The advertiser has to pay for the copy writing, art work and other services. The rates of various agencies are not standard and they differ from agency to agency. The advertiser must check on the rates before finalizing the choice of the agency. However, it does not mean that the advertiser will select an agency whose charges are less, other factors often come into picture such as experience and quality of services offered. 4. Personnel: The creative personnel of the agency such as the copy writers, art directors and others must be looked into before contracting the agency.
The success of the advertiser’s campaign largely depends on the services of the creative department. 5. Size of the Agency: The size of the advertising agency must be considered. The larger the size, the more it is preferred, however, at times, small is beautiful because a small-agency may give more attention to its client’s work, in such cases; the small agency can be considered. 6. Records and Reputation: The past record and reputation of the advertising agency in the field of advertising must be studied.
The agency-client relationship, the client turnover, the success of other clients’ campaigns, the implementation of the schedule, the follow up and such other factors must be looked into. 7. Other Accounts: The advertiser should also find out the other accounts that are handled by the agency. In no case, the advertiser must select that agency which handles competitor’s advertising, because there will always be suspicion of getting poor facilities and second hand treatment and it will be wise to discard the choice of such agency. 8.
Media Connections: Some agencies do have better contacts with various media ‘owners, such as the newspaper and magazine publishers, Doordarshan, Radio, etc. For instance, in a MARG survey many firms perceive that Mudra has better connections with Doordarshan than other agencies. Such agencies may be able to influence upon the media owners and can book prime time and space for their clients. Other agencies may lack far behind in such connections. Therefore, the agency with better media connection be selected. Advertising Agency and its working
Advertising agency has become important and yet, back-ground partners of firms. As there are several different types of advertises there are different types of advertising agencies to cater to their demand. With specialized products groups coming in the market, like computers and peripherals, video products, telecom products, the need of specialized agency has been felt as never before. Sure enough such agencies are evolving or existing agencies, hiring persons who are technically qualified to understand the new business. Let us see a typical organization chart of a full function Advertising Agency Chief Executive Officer Client Group 1 |Client Group 2 |Client Group 3 |Client Group 4 | |Account Management |Creative Services |Media Services |Research services | |Account |Art Director, |Press |In House Research | |Manager/Executive |Copy writer, | | | |Account Planner |Visualizer |Electronic Media |Outside Research Agency |
A functional head that has the experience and skills is positioned in each of the areas, like Account Management, Creative, Media and Research. In some agencies they do not have a Research Department and they hire the services of outside research organizations like ORG MARG in India. Full services Agencies are capable of providing entire range of advertising services to their clients. Advertising agency work starts with a brief form the client to their Account Executive. The brief constitutes of the following points: Details of clients activities. Clients market share, brands and their equity Competitive brands and their value Marketing objectives Advertising objectives An idea of budget meant for advertising
The role of Advertising Agency in marketing efforts of a firm can be compared to that of a doctor who treats a patient and must be told everything necessary for his treatment and cure and same type of confidentiality is expected from the agency. The Account Executive (AE), works as a close link between the agency and its client. He represents the client at the agency and ensures that the agency works within the framework of clients brief and in the allotted time. The word DEADLINE is perhaps the most used word in any agency – as it has to meet the target date of releasing the ad campaign to the media after its acceptance by the client. The AR arranges the agency resources, creative, media budgetary to get the best campaign for the client. AE puts across agency’s plans and the campaign to the client to get their approval.
It is more of a sandwich kind of a role, yet it is very satisfying once the campaigns planned are executed and bring desired results. The Creative Department is equally important in an Advertising Agency which is a s follows:- [pic] Creative Director is responsible for the entire creative work of agency, including, copy writing, art designing work and planning sketches for TV Commercials. The Visualiser’s job is to ensure that copy and art is placed at the right places and the total effect of advertisement is eye catching. Copywriter writes the Copy, the written word in any advertisement. The Art Director creates the visuals, the drawings, photos and sketches in the advertising campaign. Art Director also works as the Visualizer in most Advertising Agencies.
They focus on the suitability of the chosen market segment/s. For this purpose either they have a research unit of their own or they hire outside agency for gathering information. Some agencies have Research Directors to head the department. In certain agencies the trend is to have Account Planning Department which arranges for the Customer’s view point, gathered from market research to interact with creative and media for best results. Media Department is headed by the Media Director where the media research is conducted to find which would be the right media for the campaign. They plan the media, frequency for advertising, its cost and coverage.
They are responsible for purchasing media space for print media and time. Production Department does the Print and Broadcast, Telecast production work, including hiring freelance TV Commercial makers. Traffic Controller Department coordinates the work of different departments in the agency and ensures that no client work is side tracked or delayed. Marketing Department of the agency arranges information on the market segment that excites the customers, and selects the electronic media, like Radio and TV. AGENCY management is conducted on day to day basis, which among other activities involve, money and men management. Agency organization chart is given below:- CEO
Account Account Creative Traffic Media Research Executive Planning Department Controller Planner Department Most of the full service agencies have similar structure; the designations may differ from agency to agency. TYPES OF ADVERTISING AGENCIES 1. Full Service Agency is geared to provide complete ranges of services to its clients, to plan create and implement the advertising as per client’s needs. India, HTA, CLARION, LINTAS are some of the full services agencies. The agency proposes complete communication solutions to its client, the creative, the budget and the media. 2. Limited service Agency-usually these agencies do not provide full service. They concentrate on creative aspects of advertising.
They are well appreciated and used by clients looking for high quality creative work while depending on other sources for media planning and execution of the campaign. They are also known as creative boutiques or hot shops. Because of their lean organization they can be quite competitive. 3. Agency of Records is the large agency with financial muscle as they buy media in bulk and sell the space not needed by them at a profit of 2% to those agencies who are looking for media space at the peak season. 4. Specialized agencies operate to serve niche market like financial advertising, resorted to before a firm plans to have a public issue of its shares.
In India, Clea and Sobhagya are two such agencies. Agency profits and payments come from commissions they get from the media for selling space to their clients. The rate of commission has been 15%. Besides, agencies also get from their clients direct fees, markups and incentive based commissions. For the media like outdoor, special boards and directories, the agency puts a mark up on the price given by the media and gets paid for its efforts. In the case of incentive base, the client pays the agency on the basis of the result obtained by the advertising campaign. [pic] Visit to MUDRA ad agency AN AGENCY VISIT Agency : Mudra Ad Agency
Place : Lower Parel (Mumbai) QUESTIONNAIRE [pic]Brief introduction about the ad agency? [pic] How is an ad campaign prepared? [pic]How is media planning done? [pic]Recent ads made by MUDRA? [pic]Any competitors? [pic]How is the agent- client relationship supposed to be in an ad agency? [pic]Any client turnover in MUDRA? [pic]After ad making are there any responsibilities ad agency? [pic]Awards won by MUDRA? Presented in the next page are the answers to the questionnaire given by the agency personnel to broaden our knowledge about the MUDRA ad agency MUDRA – An Overview Mudra Ad Agency, one of the leading ad agencies in India.
It was really exciting to visit ad agency office and meet their personnel’s. An agency is dream creator for the people by preparing creative and persuasive advertisings. “Advertising is marketing a product. And advertisement itself is a product for marketing manager. ” In 1980, Mudra started with a modest turnover of Rs. 30 lakh in the first year of operation. The first few years indicated a placid growth rate of 25%. From 1985 onwards, turnover accelerated at a furious pace. This led to Mudra becoming the third largest agency in the country in a short span of 9 years. Currently Mudra’s turnover is in excess of Rs. 7 billion and the company continues to maintain a healthy growth rate. pic] In MUDRA before making ad campaign, detail study of market research is necessary. [pic]First step is to find out target audience. [pic]Second, plan of action. It includes, segmentation, targeting right consumers, dividing, positioning-identify competitor [pic]Third, to start with actual ad campaign. It’s a team-based activity. We start with the objective. For e. g. Reliance 501 Hungama. Hungama was the objective of the ad. After campaign objective next activity is— Media plan i) story board ii) client presentation- T. V. , radio, media. iii) Shooting [pic] Competitors of the “Mudra” Agencies like- O & M, Lintas, JWT, Contract, FCB-Ulka, Grey, Everest, Saatchi & Saatchi etc.
There are many clients of MUDRA such as Reliance infocom, Rasna, Vimal, Mc Donald’s, LIC, Godrej, Samsung, Dabur, Orient Fans, Nestle India Ltd, Voltas Ltd, and Symphony Ltd etc. [pic] Agency-Client Relationship According to MUDRA personnel’s the agent client relationship should be like husband-wife relationship of trust and belief. Till there is a mutual faith, relationship last long, Otherwise client turnover occurs. [pic] Client turnover in Mudra Client turnover happens because of various reasons and many agencies face this. Technology, better services, relationship, policies, creativeness, prices etc. Mudra is also not exception to this. They lost Hutch and Kinetic. [pic] There are many responsibilities ad agency after making ad. After ad making they check the feedback.
It’s necessary to check whether the ad is reaching towards focusing group to get in-depth prospective. And after feedback they take necessary action on it i. e. they change for better advertising. For e. g. Reliance ad with Cricketer Virendra Sehwag was the worst ad they made. Though it is very famous and has reached to the people but not the way they wanted to. So they have identified the criticism of the ad and now they are planning to come up with a new ad. [pic]Awards won by Mudra Mudra is maintaining its rank and has won several awards. Namely, ———– Mudra has collected many accolades over the years including the “Agency of the Year” award for 6 years besides the induction of Shri A. G.
Krishnamurthy (Ex CMD) into the Calcutta Ad Club Hall of Fame; his being chosen as the Ad Person of the Year by A&M; his nomination as “one of the 25 key figures of the international Ad Industry” in 1998 by British Magazine – Media International; and the AAAI-Premnarayen Award in recognition of his pioneering spirit and entrepreneurial vision. 1993|Total awards 55 Agency of the Year – A&M 1994 | Total awards 52 Agency of the Year Bangalore Ad Club 1995 | Total awards 84 Agency of the Year – A&M Advertising Person of the Year (A. G. Krishnamurthy) – A&M 1996 | Total awards 90 Agency of the Year Calcutta Ad Club 1997 | Total awards 67 Agency of the Year – The Pioneer Hall of Fame (A. G. Krishnamurthy) Calcutta Ad Club 1998 | Total awards 87 The British magazine “Media International” nominated A. G.
Krishnamurthy One of the 25 key figures of the international advertising industry 1999 | Total awards 60 Agency of the Year Delhi Ad Club AAAI – Premnarayen Award (A. G. Krishnamurthy) in recognition of his pioneering spirit and entrepreneurial vision 2000 | Total awards 72 (36 Awards of MAG) 2001 | Total awards 50 (16 Awards of MAG) Creativity 31, USA (7 Gold Awards) 2002 | Total awards 27 (2 Awards of MAG) 2003 | Total awards 41 (1 Award of MAG) New York Films (1) ABBY Awards (2) AAAI (5) Chennai Ad Club (4) Cochin Ad Club (7) Creative Awards 884 awards till date [pic] THIS IS AN ARTICLE ON MUDRA WHICH WAS PRESENTED IN ECONOMICS TIMES OF BANGLORE ON 24 TH OCTOBER 2002. Case Study (MUDRA)
Henko – Insider Fighting HENKEL SPICE INDIA LTD (a joint venture between majority shareholder Henkel of Germany and SPIC of India, with a projected turnover of 350 crore in 2001) has launched Henko Power pearls. A compact detergent pitched against Surf Excel and Ariel compact. The price: Rs 155 for a 1-kg pack, Rs 85 for a 500 gm pack and Rs 4 for a 22 gm sachet. By end-December, product spread in all half-million-plus population towns of India, through distribution network which claims to include over 3,000 distributors and over 3,000 distributors and over 3, 20, 000 dealers. The concentration will be on all million plus towns, with a skew towards the metros.
Henkel SPIC’s Problem finding and Evaluation study (PRO-FES) had indicated that stain removal was at the top of the need hierarchy for detergent users. This was over and above other needs such as colour protection, fabric care and so on. Henko Powerpearls claims to have ‘stain-removing pearls which go deep down into the fibres and remove even the toughest of stains’. Power-pearls is a Henkel proprietary technology and these blue pearls are manufactured at a plant in Belgium and imported to India. The product also claims to have an enzyme cocktail’ that promises to deliver excellent results on though stains. The fragrance, another key evaluation parameter, is also supposed to have been imported from Germany.
What the brand want to convey to its target audience of SEC A and B homemakers between 25-45 years of age is that ‘what is clean inside is clean outside’ and only Henko powerpearls can go deep down into the fibres to clean them thoroughly. Therefore, the communication is based on the idea ‘ truth is inside’, using the tagline, ‘Ultimate cleanliness Inside and Out’. The desire is to be seen as a ‘modern’, technologically superior’, ‘premium’ product that is ‘trusted, unsurpassed and unbeatable on stain-removal efficiency’. About Rs 10 crores is being invested in promoting the brand in the launch phase. To generate rapid awareness and trial for the brand, there’s a mix of above- the-line activities. While TV is the lead medium, there are road shows and interactive programmes to take the product closer to the consumer.
Henko Powerpearls has a 45 second commercial created by Mudra. The brand ambassador is Aman Varma, the good Samaritan in star plus’ blockbusters soap ‘kyunki saas bhi kabhi bahu thi’ who got piped at the post by Tulsi’s husband back from the dead, and is currently controlling the cave doors on the game show ‘khulja sim sim’. The compact segment is the Indian market for fabric wash products is estimated to be around Rs 400 crores, in value, and 26,000 metric tones, in volume. Henkel SPIC says the segment is growing at around 5 per cent in value terms and 2 per cent in volume terms. Trends indicate that compacts are the segment of the future, in terms of value contribution to the overall detergent market.
Other top-end innovations such as gels, tablets and so on, which are big segments in more evolved markets, would also be natural extensions of the compact segment. The company sees its main challenge in communicating its claimed superiority over the available solutions, and changing the target consumer’s perceptions to generate trial and user-ship. Questionnaire Q . 1 what do you think about Advertisement? a) Something that you like to see. b) Something which helps to sell the product. c) Something which is enjoyable. d) Something which gives information about the product. Q . 2 Have you heard of any advertising agency? a) Mudra b) O & M c) Saatchi & Saatchi d) Others e) No Q . Do you like any of Ads of Mudra? a) Virendra Sehwag (Reliance India Mobile) b) McDonalds (What is your bahana? ) c) Karishma Kapoor (Rasna) d) Amitabh Bachhan (Dabur) Q . 4 Are celebrities required in the Ads? a) Yes b) No Q . 5 Should sex appeal be used for making an AD? a) Yes b) No Q . 6 Should advertising be done repeatedly? a) Yes b) No Q . 7 Does advertising adds to the price as final produce? a) Yes b) No Q . 8 Is their need of ethics in advertising? a) Yes b) No FINDINGS Q. 1 what do you think about Advertisement? |Views of people |No. of respondents | |Like to see 40 | |Helps to sell the product |15 | |Something enjoyable |10 | |Delivering information |35 | After looking at responses about 40 people think that Advertising is something which they like to see. About 15 people feel that it helps to sell the product whereas 10 people think it is something which gives them enjoyment and 35 respondents feels it provides information to them about the product. Q. 2 Have you heard of any advertising agency? |Advertising Agency |No. f respondents | |Mudra |10 | |O & M |5 | |Saatchi & Saatchi |3 | |Others |15 | |No |67 | The awareness of the advertising agency is very less about 67 people don’t know about any advertising agency and only 10 people know about MUDRA as an advertising agency. Q. 3 Do you like any of Ads of Mudra Advertising agency? |Ads |No. of respondents | |Virendra Sehwag (Reliance India Mobile) |5 | |McDonalds (What is your bahana? |40 | |Karishma Kapoor (Rasna) |25 | |Amitabh Bachhan (Dabur) |30 | About 40 people have liked the Ad of Dabur & McDonalds whereas 25 people liked Rasna Ad & only 5 people liked the Ad of Reliance Ad of Viendra Sehwag. Q. 4 Are Celebrities required in the Ads? |Need of celebrities in Ads |No. of respondents | |Yes |70 | |No |30 |
There is a majority of 70 people which supports the view that celebrities should be involved in an Ad because it makes the Ad more watch able and brings more weightage to the product gives their image value to the product and about 30 respondents suggest that it makes no difference no them if celebrities in an Ad. Q. 5 Should Sex appeal be used for making an Ad? |Views of people |No. of respondents | |Yes |37 | |No |63 | 63 people out of 100 has a view as sex appeal should not be used in making an Ad whereas 37 people has a view that it should be used for making an Ad as it gives more viewership to the Ad. Q. Should Advertising be done repeatedly? |Views of people |No. of respondents | |Yes |70 | |No |30 | Only 30 people thinks that advertising should not be done repeatedly whereas 70 people thinks it should be done repeatedly so that people can remember it. Q. 7 Does advertising adds to the price of final produce? |Views of people |No. f respondents | |Yes |80 | |No |20 | A majority of people, 80 out of 100 has a view that advertising increases the price of the product as the advertising cost is recovered by increasing the price of product whereas 20 people suggest that it does not increases the price of the product. Q. 8 Is there need of Ethics in advertising? | |No. f respondents | |Yes |95 | |No |5 | There is large portion of respondents who suggest that there should be ethics in advertising i. e. 95 people and only 5 people think that ethics are not important to them. CONCLUSION Finally, to conclude on my project, I would like to focus on the future of advertising in India. There have been several events, changes developments that have occurred in India over the last 25 years or so.
These have indicated that there are bright prospects for advertising in India. But still a number of difficulties have been faced. Practical measures to bring about a congenial atmosphere have to be implied. It is further followed by a discussion on whether advertising can be regarded in India. There is a definite trend in that direction and professionalisation of advertising seems to be inevitable. With growing professionalisation, we can look forward to a glorious future. The future of advertising in India is very bright since India is one of the fastest growing markets in the world due to the size of its population and its increasing prosperity. Bibliography [pic]BOOKS The (un)common sense of advertising — MR. Tiwari o Advertising — Michael Vaz o Advertising management — G S Rathod [pic] MAGAZINES o A & M [pic]WEB SITES o www. mudra . com o www. aandm. com [pic]NEWS PAPER o Economic times [pic] ———————– Marketing Objective, Strategy and Mix. Role of Advertising Marketing Plan Objectives, Targeting, Key Message, Creative and Media Strategy. Advertising Plan Marketing Objective Media Strategy Advertising objectives Marketing Strategy Creative Strategy Advertising Strategy VISUALIZER ART DIRECTOR COPY WRITER Creative Director [pic] CLASSIFICATION OF ADVERTISING Area Coverage Audience Media Functions Ad. Stages
