advertisement media and appeals

8/2/2019 Advertisement Media and Appeals

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A

Seminar Report

On

ADVERTISING MEDIA & APPEALS

(The report on Seminar on Contemporary Management Issues,

submitting towards the partial fulfilment for the award of MBA degree)

By:LOKENDRA SINGH

MBA Part I Semester II

RTU Roll No. MB07108054

Under the supervision of:

Mr. S. Shyam Prasad(Associate Dean)

Submitted to:

IILM Academy of Higher Learning35/95, Khumbha Marg , Sector 10,

Pratap Nagar, Sanganer,

Jaipur 302030

Institute for IntegratedLearning in Management


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CONTENTS

Sr.No. Title Page No.

1. ACKNOWLEDGEMENT 1

2 INTRODUCTION 2

3 WHAT IS ADVERTISING ? 3

4 OBJECTIVES OD ADVERTISING 4

5 INPORTANCE OF ADVERTISING 5

6 TYPES OF ADVERTISING 6

7 HOW TO USE THEM ? 14

8 ADVERTISING MEDIA 18

9 PRINT MEDIA 20

10 ELECTRONIC MEDIA 24

11 ADVERTISING APPEALS 30

12 TYPES OF APPEALS 30

13 RATIONAL APPEAL 30

14 EMOTIONAL APPEAL 33

15 MORAL APPEAL 37

16 CONCLUSION 38

17 REFERANCES 39

18 BIBLIOGRAPHY 40


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ACKNOWLEDGEMENT

On this modest endeavour, its our moral duty to acknowledge with a deep sense of

gratitude, the valuable help and encouragement rendered to us by one and all. I would

like to thanks all the staff of IILM- Academy of Higher Learning, Jaipur, without

whose valuable guidance, enormous patience and constant encouragement, this work

would not have been possible.

Is incredibly to express emotions on paper and words are a poor recompense for

the fevers recurred. I express my deep sense of gratitude to Mr. S. Shyam Prasad,

Associate Dean, IILM-AHL, for his keen interest and valuable guidance from time to

time, which has helped us immensely in developing the seminar to its present form.

I would also like to give thanks to my Family members and to all my friends at

IILM-AHL, who gave their valuable time to me and spread their best help in this

seminar work.

LOKENDRA SINGH

(MBA Part-I, Semester II)


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Introduction

Advertising is defined in Webster's dictionary "as the action of calling something to the

attention of the public especially by paid announcements, to call public attention by

emphasizing desirable qualities so as to arouse a desire to buy or patronize: promote."

Advertising is a mass-mediated communication. For communication to be classified as

advertising it must be:

1) Paid for,

2) Delivered to an audience via mass media, and

3) Be attempting to persuade.

In order to persuade, or be effective the advertisement must communicate to the

audience the message it wants to relay. If for example, the advertisement is trying to

sell a particular product than it must persuade the audience that for whatever functional

or emotional reason they need to purchase the product.

Not only must the advertisement effectively communication the desired message, but

the individual audience must be willing to "buy into" the desired message. In other

words, for the advertisement to be effective, the communication must be sent and

received. Advertising is a two way communication process.

The individual recipient is capable of interpreting the advertisement any way he/she

wants. The individual should realize that they have the ability and the power to interpret

the advertisement any way they so choose. They can either accept the message, ignorethe message or rally against the message. As a matter of fact, the consumer has more

power than they often realize to dictate what is communicated and what is not.

What is Advertising ?


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The American Marketing Association , Chicago, defines Advertising

as,Any, paid form of non-personal presentation of ideas, goods and

services by an identified sponsor.

Advertising is a form of communication whose purpose is to inform potential

customers about products and services and how to obtain and use them. Many

advertisements are also designed to generate increased consumption of those products

and services through the creation and reinforcement of brand image and brand loyalty.

For these purposes advertisements often contain both factual information and

persuasive messages. Every major medium is used to deliver these messages, including:

television, radio, movies, magazines, newspapers, video games, the Internet, and

billboards. Advertising is often placed by an advertising agency on behalf of a

company.

Advertisements can also be seen on the seats of grocery carts, on the walls of an airport

walkway, on the sides of buses, heard in telephone hold messages and in-store public

address systems. Advertisements are usually placed anywhere an audience can easily

and/or frequently access visuals and/or audio and print

Organizations which frequently spend large sums of money on advertising but do not

strictly sell a product or service to the general public include:political parties , interest

groups, religion-supporting organizations, and militaries looking for new recruits.

Additionally, some non-profit organizations are not typical advertising clients and rely

upon free channels, such aspublic service announcements.

While advertising can be seen as necessary foreconomic growth, it is not without social

costs. Unsolicited Commercial Email and other forms ofspam have become soprevalent as to have become a major nuisance to users of these services, as well as

being a financial burden on internet service providers. Advertising is increasingly

invading public spaces, such as schools, which some critics argue is a form of child

exploitation.

Objectives of Advertising
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Advertising objectives are the communication tasks to be accomplished with specific

customers that a company is trying to reach during a particular time frame. A company

that advertises usually strives to achieve one of five advertising objectives: Information,

trial, continuity, brand switching, and switchback. Which of the five advertising

objectives is selected usually depends on where the product is in its life cycle.

1 Information Advertising can be used to inform customers of changes that take place

in existing products. Details about the product play a prominent role in advertising. In

fact, a very large percentage of product-oriented advertising includes some mention of

features and benefits offered by the marketers product

2 Trial The purpose of the trial objective is to encourage customers to make an initialpurchase of a new product. Companies will typically employ creative advertising

strategies in order to cut through other competing advertisements. The reason is simple:

Without that first trial of a product by customers, there will not be any repeatpurchases.

3 Continuity It is a strategy to keep current customers using a particular product.

Existing customers are targeted and are usually provided new and different information

about a product that is designed to build consumer loyalty.

4 Brand Switching Companies adopt brand switching as an objective when they want

customers to switch from competitors' brands to their brands. A common strategy is for

a company to compare product price or quality in order to convince customers to switch

to its product brand.

5 SwitchbackCompanies subscribe to this advertising objective when they want to get

back former users of their product brand. A company might highlight new product

features, price reductions, or other important product information in order to get former

customers of its product to switchback.

Importance of Advertising

Spending on advertising is huge. One often quoted statistic by market research firmZenith Optimedia estimates that worldwide spending on advertising exceeds (US) $400
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billion. This level of spending supports thousands of companies and millions of jobs.

In fact, in many countries most media outlets, such as television, radio and newspapers,

would not be in business without revenue generated through the sale of advertising.

While worldwide advertising is an important contributor to economic growth,

individual marketing organizations differ on the role advertising plays. For some

organizations little advertising may be done, instead promotional money is spent on

other promotion options such a personal selling through a sales team. For some smaller

companies advertising may consist of occasional advertisement and on a very small

scale, such as placing small ads in the classified section of a local newspaper.

But most organizations, large and small, that rely on marketing to create customerinterest are engaged in consistent use of advertising to help meet marketing objectives.

This includes regularly developing advertising campaigns, which involve a series of

decisions for planning, creating, delivering and evaluating an advertising effort.

Advertising has taken many different forms since the beginning of time. For instance,

archaeologists have uncovered walls painted in Rome announcing gladiatorfights as

well as rock paintings along Phoenician trade routes used to advertise wares. From this

early beginning, advertising has evolved to take a variety of forms and to permeate

nearly every aspect of modern society. The various delivery mechanisms for advertising

include banners at sporting events, billboards, Internet Web sites, logos on clothing,

magazines, newspapers, radio spots, and television commercials. Advertising has so

permeated everyday life that individuals can expect to be exposed to more than 1,200

different messages each day. While advertising may seem like the perfect way to get a

message out, it does have several limitations, the most commonly noted ones being its

inability to (1) focus on an individual consumer's specific needs, (2) provide in-depth

information about a product, and (3) be cost-effective for small companies.

Types of Advertising

Advertising can take a number of forms, including advocacy, comparative, cooperative,

direct-mail, informational, institutional, outdoor,persuasive, product, reminder, point-

of-purchase, specialty advertising, covert advertising.
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1 Advocacy Advertising:

Advocacy advertising is normally thought of as any advertisement, message, or public

communication regarding economic, political, or social issues. The advertising

campaign is designed to persuade public opinion regarding a specific issue important in

the public arena. The ultimate goal of advocacy advertising usually relates to the

passage of pending state or federal legislation. Almost all nonprofit groups use some

form of advocacy advertising to influence the public's attitude toward a particular issue.

One of the largest and most powerful nonprofit advocacy groups is the American

Association of Retired Persons (AARP). The AARP fights to protect social programs

such as Medicare and Social Security for senior citizens by encouraging its members to

write their legislators, using television advertisements to appeal to emotions, and

publishing a monthly newsletter describing recent state and federal legislative action.

Other major nonprofit advocacy groups include the environmental organization Green-

peace, Mothers Against Drunk Driving (MADD), and the National Rifle Association

(NRA).

2 Comparative Advertising:

Comparative advertising compares one brand directly or indirectly with one or more

competing brands. This advertising technique is very common and is used by nearly

every major industry, including airlines and automobile manufacturers. One drawback

of comparative advertising is that customers have become more sceptical about claimsmade by a company about its competitors because accurate information has not always


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been provided, thus making the effectiveness of comparison advertising questionable.

In addition, companies that engage in comparative advertising must be careful not to

misinform the public about a competitor's product. Incorrect or misleading information

may trigger a lawsuit by the aggrieved company or regulatory action by a governmental

agency such as the Federal Trade Commission (FTC).

3 Cooperative Advertising:

Cooperative advertising is a system that allows two parties to share advertising costs.

Manufacturers and distributors, because of their shared interest in selling the product,

usually use this cooperative advertising technique. An example might be when a soft-

drink manufacturer and a local grocery store split the cost of advertising themanufacturer's soft drinks; both the manufacturer and the store benefit from increased
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store traffic and its associated sales. Cooperative advertising is especially appealing to

small storeowners who, on their own, could not afford to advertise the product

adequately.

4 Direct-Mail Advertising:

Catalogues, flyers, letters, and postcards are just a few of the direct-mail advertising

options. Direct-mail advertising has several advantages, including detail of information,

personalization, selectivity, and speed. But while direct mail has advantages, it carries

an expensive per-head price, is dependent on the appropriateness of the mailing list, and

is resented by some customers, who consider it "junk mail."

5 Informational Advertising: In informational advertising, which is used when a new

product is first being introduced, the emphasis is on promoting the product name,

benefits, and possible uses. Car manufacturers used this strategy when sport utility

vehicles (SUVs) were first introduced.


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6 Institutional Advertising:

Institutional advertising takes a much broader approach, concentrating on the benefits,

concept, idea, or philosophy of a particular industry. Companies often use it to promote

image-building activities, such an environmentally friendly business practices or new

community-based programs that it sponsors. Institutional advertising is closely related

to public relations, since both are interested in promoting a positive image of the

company to the public. As an example, a large lumber company may develop an

advertising theme around its practice of planting trees in areas where they have just

been harvested. A theme of this nature keeps the company's name in a positive light

with the general public because the replanting of trees is viewed positively by mostpeople.

7 Outdoor Advertising:

Billboards and messages painted on the side of buildings are common forms of outdoor

advertising, which is often used when quick, simple ideas are being promoted. Sincerepetition is the key to successful promotion, outdoor advertising is most effective when
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located along heavily traveled city streets and when the product being promoted can be

purchased locally. Only about 1 percent of advertising is conducted in this manner.

8 Persuasive Advertising:

Persuasive advertising is used after a product has been introduced to customers. The

primary goal is for a company to build selective demand for its product. For example,

automobile manufacturers often produce special advertisements promoting the safety

features of their vehicles. This type of advertisement could allow automobilemanufactures to charge more for their products because of the perceived higher quality

the safety features afford.

9 Product Advertising:

Product advertising pertains to non-personal selling of a specific product. An example

is a regular television commercial promoting a soft drink. The primary purpose of the

advertisement is to promote the specific soft drink,

not the entire soft-drink line of a company.


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10 Reminder Advertising:

Reminder advertising is used for products that have entered the mature stage of the

product life cycle. The advertisements are simply designed to remind customers about

the product and to maintain awareness. For example, detergentpoducers spend a

considerable amount of money each year promoting their products to remind customers

that their products are still available and for sale.

11 Point-of-Purchase Advertising:

Point-of-purchase advertising uses displays or other promotional items near the product

that is being sold. The primary motivation is to attract customers to the display so that

they will purchase the product. Stores are more likely to use point-of-purchase displays

if they have help from the manufacturer in setting them up or if the manufacturer

provides easy instructions on how to use the displays. Thus, promotional items from
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manufacturers who provide the best instructions or help are more likely to be used by

the retail stores.

12 Specialty Advertising:

Specialty advertising is a form of sales promotion designed to increase public

recognition of a company's name. A company can have its name put on a variety of

items, such as caps, glassware, gym bags, jackets, key chains, and pens. The value of

specialty advertising varies depending on how long the items used in the effort last.

Most companies are successful in achieving their goals for increasing public

recognition and sales through these efforts.

3 Covert advertising:

Covert advertising is when a product or brand is embedded in entertainment and media.

For example, in a film, the main character can use an item or other of a definitebrand,

as in the movieMinority Report, where Tom Cruise's character John Anderton owns a

phone with theNokia logo clearly written in the top corner, or his watch engraved with

theBulgarilogo. Another example of advertising in film is inI, Robot, where main

character played by Will Smith mentions his Converse shoes several times, calling them
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"classics," because the film is set far in the future.I, RobotandSpaceballsalso

showcase futuristic cars with theAudi andMercedes-Benzlogos clearly displayed on

the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded,

which as a result contained many scenes in which Cadillac cars were used. Similarly,

product placement forOmega Watches, Ford,Vaio, BMW and Aston-Martin cars are

featured in recent James Bond films, most notablyCasino Royale.

How To Use

Them ?

Mistakes in advertising can be costly to small business. For this reason many business

decide either not to advertise at all or to be very conservative with their ads. However,

using the right "type" of advertising, with the right message, can cut the cost of

advertising by making it more effective.

Not every business will use all types of advertising. Which type you use will depend on

what your message is and the end result you wish to accomplish.

1 Company Image

Which is more important, the company or its products or individuals? In a small town

or market, this can be a very important question. For example, your insurance agent

might be a personal friend. You will buy your insurance from him/her regardless of the

company they represent. In another example, you may purchase a lot of goods at your

local Wal-Mart, instead of local merchants, because of their low-price advertising

message.
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If you are a new company you may want to begin by establishing the company name

first and the products and services later. This also works for company name changes.

2 Name Brands

If there is one company in operation today that understands the importance of brand

names, it has to be Procter and Gamble. Tide laundry detergent is far and away a

number one best seller and has been for several years. When the dishwasher appeared

on the scene they could have very easily created "Tide For Dishes." Capitalizing on a

winning product name. But as we all know, that thinking doesn't work.

Instead of using the established name "Tide", they created a new name that became

just as strong in dish washing, "Cascade." Ivory Soap. When you hear the name

alone, you know the product. Kraft, on the other hand, has a bunch of products, but

only one true winner. Philadelphia Cream Cheese has about 70% of that market. Also

notice, the Kraft name is hardly noticeable on the package. Their Velvetta brand of

cheese might be another winner. Kraft makes jams and jellies, Smuckers is number one.

Kraft makes their own brand of mayonnaise, but Hellman's is number one. Are you

starting to get the picture? Kraft also makes another successful brand name, "Miracle

Whip."

A brand name creates a perception in the customers mind that becomes very strong. It's

that strong perception every advertiser strives for. Would you buy Pennzoil Cake

Mix? Why not? They're a good company aren't they?

Do you see how ridiculous that sounds? It flies in the face of our perception of

Pennzoil as an oil product. It's dramatically out of place as a cake mix. There is

nothing stronger than a good brand name. If you develop one, put is everywhere you

can afford to.

3 Advertising A Service Instead Of A Product

Advertising services is one of the most difficult type of advertising. You don't have a

tangible product you can put in someone's hand. They can't touch it, feel it, see it or

smell it. It must often be explained as well as demonstrated.


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One of the best examples of service advertising is carpet cleaners. They come in, run

some machinery over your carpets and leave. Nothing tangible is left behind. Except

clean carpets.

Service advertising is most often emotional advertising. Carpet cleaners don't sell clean

carpets. They sell health to the infant crawling on the floor. They sell pride that people

can visit a beautiful clean home.

4 Business To Business Advertising

Many businesses never have the need to deal with the public at all. For these

businesses, advertising in the newspaper, radio or TV would be a waste of time and

money. You will find these companies using direct mail or placing ads in trade

magazines.

For a complete listing of trade magazines ask for the "Encyclopaedia or Periodicals" at

your local library. Also ask to see the "Standard Rates and Data Service" directory.

These will have listings and rates of trade and industry publications you can advertise

in.

5 Co-Op Advertising

Co-Op advertising in one of the best ways for the small business owner to get the

message out. In this type of advertising the manufacturer absorbs a portion of the cost

and can also supply all the artwork for the ads.

Their are some pitfalls to be careful of when dealing with co-op advertising. Every

company wants their business portrayed in the best possible light. To that end, they willbe very strict about how and where you place your advertising. Before the ok the co-op

money, they will want to approve all ad copy, pictures, size, placement and use of

logos. If you place an ad without approval you run the risk of violating one of the

guidelines and absorbing the entire cost of the ad.

The media you choose will want payment for the ad within a month at the most. You

may not receive your co-op money for several months. Make sure you get

reimbursement procedures in writing and can live with them.


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An alternative to teaming up with a manufacturer is to team up with another local

business. You can share production costs for brochures or other printed materials and

put each others coupons in your respective businesses. Pizza parlors and video stores

are naturals to work together.

6 Public Service Advertising (PSA's)

If your company can sponsor a charity event, PSA's are a great way to promote your

company in a positive light. Most media are required by licensing agreements to

provide a certain amount of time or space for the good of their local communities.

Some of the downsides of PSA's. Don't expect to see your ad on "er" or some other

prime time show. PSA's are often placed in off times. I don't want to paint everyone

with a broad brush here. Some media are better than others. Just because you request a

PSA, doesn't mean you'll get it. Media has a limited amount of space or time for PSA's.

You might get a break if you are currently advertising in the media of choice. It might

also help if your organization buys a small amount of time or space to run with your

PSA's.

- The Last Word On Types Of Advertising

The type of message and your target market will often dictate which type of advertising

to use. Some companies will use more than one. Some will use several depending on

the situation. Let's also keep in mind the pros and cons of advertising.

There are two basic advantages to advertising. One, it's the best way to get a message

out about a new or existing product or service. Two, it can actually lower the cost of aproduct to the consumer by increasing sales which can result in reduced production

costs.

The bad side of advertising is that it can create an artificial need for unnecessary

products and services. Every Christmas the media creates the toy of the season. One

year it's "Tickle Me, Elmo" the next it's the "Furbee." Don't even get me started on

"Star Wars."


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The point is to keep an eye on the message you want your target market to receive. If

you can, test some of the six types of advertising with various offers and messages.

Find the type that works for you and work it

ADVERTISING MEDIA

The term Media advertising oradvertising media is given to the use of media to

advertise products and services to a relevant audience. The list ofadvertising

opportunities across different formats of media is endless, so we'll only cover the key

ones here.
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The advertising world has moved on significantly over the last 15 years and Online

advertisingis now moving ahead of the more traditional forms of promotion vehicles

likemagazine advertising and newspaper advertising.

More and more companies are increasing their online ad spend, due to how cost

effective it can be and how easy it is to monitor and track.

The use ofadvertising is paramount to the long-term success of your business, but you

must adopt a logical and level-headed approach to this important activity, or your

advertisingspend will certainly get out of hand - this can make a huge dent in your

overall profits!

If you prefer to outsource yourmedia planning andmedia buying then there are plenty

ofBuying Media Servicesthat can help you to find the best opportunities. Remember,

If you take on the services of a marketing oradvertising agency then make sure you

meet up with them to discuss your requirements in detail. You may also want to appoint

a company that has experience in your particular marketplace and we have a selection

ofmedia buying agencies in ouradvertising agency resource page.

Depending on your budget and objectives, you may also want to consider advertising

formats likeRadio Advertising orTV advertising to shout about your brand.

These can be targeted to a consumer or business audience and each provider will be

happy to discuss ways in which you can get the best value for money.

Another growing format is Outdoor Advertising and this is now performing very well in

many parts of the world. It all started in the US with restaurant adverts being displayed

on roadside billboards and buildings - this has now moved to the UK, Europe and other

parts of the world, although certain restrictions are in place for type of location and the

size of adverts. However, this is a good one to try if you want to push a brand, event, or

local business and the costs can be very reasonable.

For a small business, every dollar is precious. Small businesses do not advertise for the

sake of advertising. Instead, they want to get the most return for their investment. Learn

the advantages and disadvantages of each advertising medium that you can use to

provide your business the winning edge.
http://www.myadbase.com/cgi-bin/guide.cgi?page=advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=online_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=online_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=online_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=magazine_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=magazine_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=newspaper_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=newspaper_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_planninghttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_planninghttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_buyinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_buyinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_buying_servicehttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_buying_servicehttp://www.myadbase.com/cgi-bin/guide.cgi?page=agencyhttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_buying_agencieshttp://www.myadbase.com/cgi-bin/agencies.cgihttp://www.myadbase.com/cgi-bin/guide.cgi?page=radio_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=radio_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=tv_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=outdoor_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=online_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=online_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=magazine_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=newspaper_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_planninghttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_buyinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_buying_servicehttp://www.myadbase.com/cgi-bin/guide.cgi?page=agencyhttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_buying_agencieshttp://www.myadbase.com/cgi-bin/agencies.cgihttp://www.myadbase.com/cgi-bin/guide.cgi?page=radio_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=tv_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=outdoor_advertising


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If you are ready to get the word out about your business, one of the steps that you need

to do is to select the right media where you will advertise and promote your business.

There are a number of venues where you can promote your business, you need to ask

three important questions:

Where are my target buyers?

What is the best medium to reach them?

Can I afford to launch an effective campaign using this medium?

An important step to developing your sales and marketing plan is to select the right

media to send out your message. There are no hard-and-fast rules as to which media is

better. The right media for one business may be wrong for another.

Print media

The print media include all newspapers, newsletters, booklets, pamphlets, magazines,

and other printed publications, especially those that sell advertising space as a means of

raising revenue. In the United States, at present, there are 1745 daily and 7602 weekly

newspapers, and 64,000 magazines. Most print media, with the exception of magazines,

are local, although there are some national newspapers and trade publications that have

become quite successful. Magazines, on the other hand, have always been national,

although there is a trend today toward localization and specialization. Also included in

print media category are directories, church and school newspapers and yearbooks, and

programs at theater presentations and sporting events.

Newspapers.Newspapers are one of the traditional mediums used by businesses,

both big and small alike, to advertise their businesses.


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Advantages

Allows you to reach a huge number of people in a given geographic area

You have the flexibility in deciding the ad size and placement within the

newspaper

Your ad can be as large as necessary to communicate as much of a story as you

care to tell

Exposure to your ad is not limited; readers can go back to your message again

and again if so desired.

Free help in creating and producing ad copy is usually available

Quick turn-around helps your ad reflect the changing market conditions. The ad

you decide to run today can be in your customers' hands in one to two days.

Disadvantages

Ad space can be expensive

Your ad has to compete against the clutter of other advertisers, including the

giants ads run by supermarkets and department stores as well as the ads of your

competitors

Poor photo reproduction limits creativity

Newspapers are a price-oriented medium; most ads are for sales

Expect your ad to have a short shelf life, as newspapers are usually read once

and then discarded.

You may be paying to send your message to a lot of people who will probably

never be in the market to buy from you.

Newspapers are a highly visible medium, so your competitors can quickly react

to your prices

With the increasing popularity of the Internet, newspapers face declining

readership and market penetration. A growing number of readers now skip the

print version of the newspaper (and hence the print ads) and instead read the

online version of the publication.


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Magazines.Magazines are a more focused, albeit more expensive, alternative to

newspaper advertising. This medium allows you to reach highly targeted audiences.

Advantages

Allows for better targeting of audience, as you can choose magazine

publications that cater to your specific audience or whose editorial content

specializes in topics of interest to your audience.

High reader involvement means that more attention will be paid to your

advertisement

Better quality paper permits better color reproduction and full-color ads

The smaller page (generally 8 by 11 inches) permits even small ads to stand

out

Disadvantages

Long lead times mean that you have to make plans weeks or months in advance

The slower lead time heightens the risk of your ad getting overtaken by events


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There is limited flexibility in terms of ad placement and format.

Space and ad layout costs are higher

Yellow Pages.There are several forms of Yellow Pages that you can use to promote

and advertise your business. Aside from the traditional Yellow Pages supplied by phone

companies, you can also check out specialized directories targeted to specific markets

(e.g. Hispanic Yellow Pages, Blacks, etc.); interactive or consumer search databases;

Audiotex or talking yellow pages; Internet directories containing national, local and

regional listings; and other services classified as Yellow Pages.

Advantages

Wide availability, as

mostly everyone uses

the Yellow Pages

Non-intrusive

Action-oriented, as the audience is actually looking for the ads

Ads are reasonably inexpensive

Responses are easily tracked and measured

Frequency

Disadvantages

Pages can look cluttered, and your ad can easily get lost in the clutter

Your ad is placed together with all your competitors


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Limited creativity in the ads, given the need to follow a pre-determined format

Ads slow to reflect market changes

Electronic media

Electronic media are media that utilize electronics orelectromechanical energy for the

end user(audience) to access the content. This is in contrast to static media (mainly

print media), which are most often created electronically, but don't require electronics

to be accessed by the end user in theprinted form. The primary electronic media

sources familiar to the general public are better known as video recordings, audio

recordings, multimedia presentations, slide presentations,CD-ROM and Online

Content. Most new media are in the form ofdigital media. However, electronic media

may be in eitheranalog ordigital format.

Radio.

Advantages

Radio is a universal medium enjoyed by people at one time or another during

the day, at home, at work, and even in the car.

The vast array of radio program formats offers to efficiently target your

advertising dollars to narrowly defined segments of consumers most likely to

respond to your offer.

Gives your business personality through the creation of campaigns using sounds

and voices

Free creative help is often available
http://en.wiktionary.org/wiki/mediahttp://www.answers.com/topic/electronicshttp://www.answers.com/topic/electromechanicshttp://www.answers.com/topic/end-userhttp://www.answers.com/topic/audiencehttp://www.answers.com/topic/printinghttp://www.answers.com/topic/desktop-publishinghttp://www.answers.com/topic/printinghttp://www.answers.com/topic/videohttp://www.answers.com/topic/sound-recording-and-reproductionhttp://www.answers.com/topic/sound-recording-and-reproductionhttp://www.answers.com/topic/multimediahttp://www.answers.com/topic/presentation-programhttp://www.answers.com/topic/cd-romhttp://www.answers.com/topic/on-line-and-off-linehttp://www.answers.com/topic/new-frontier-media-inchttp://www.answers.com/topic/digital-mediahttp://www.answers.com/topic/analog-signalhttp://www.answers.com/topic/digital-1http://en.wiktionary.org/wiki/mediahttp://www.answers.com/topic/electronicshttp://www.answers.com/topic/electromechanicshttp://www.answers.com/topic/end-userhttp://www.answers.com/topic/audiencehttp://www.answers.com/topic/printinghttp://www.answers.com/topic/desktop-publishinghttp://www.answers.com/topic/printinghttp://www.answers.com/topic/videohttp://www.answers.com/topic/sound-recording-and-reproductionhttp://www.answers.com/topic/sound-recording-and-reproductionhttp://www.answers.com/topic/multimediahttp://www.answers.com/topic/presentation-programhttp://www.answers.com/topic/cd-romhttp://www.answers.com/topic/on-line-and-off-linehttp://www.answers.com/topic/new-frontier-media-inchttp://www.answers.com/topic/digital-mediahttp://www.answers.com/topic/analog-signalhttp://www.answers.com/topic/digital-1


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Rates can generally be negotiated

During the past ten years, radio rates have seen less inflation than those for

other media

Disadvantages

Because radio listeners are spread over many stations, you may have to

advertise simultaneously on several stations to reach your target audience

Listeners cannot go back to your ads to go over important points

Ads are an interruption in the entertainment. Because of this, a radio ad may

require multiple exposure to break through the listener's "tune-out" factor and

ensure message retention Radio is a background medium. Most listeners are doing something else while

listening, which means that your ad has to work hard to get their attention


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Television.

Advantages

Television permits you to reach large numbers of people on a national or

regional level in a short period of time

Independent stations and cable offer new opportunities to pinpoint local

audiences

Television being an image-building and visual medium, it offers the ability to

convey your message with sight, sound and motion

Disadvantages

Message is temporary, and may require multiple exposure for the ad to rise

above the clutter

Ads on network affiliates are concentrated in local news broadcasts and station

breaks

Preferred ad times are often sold out far in advance

Limited length of exposure, as most ads are only thirty seconds long or less,

which limits the amount of information you can communicate

Relatively expensive in terms of creative, production and airtime costs


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Direct Mail.

Direct mail, often called direct marketing or direct response marketing, is a marketing

technique in which the seller sends marketing messages directly to the buyer. Direct

mail include catalogs or other product literature with ordering opportunities; sales

letters; and sales letters with brochures.

Advantages

Your advertising message is targeted to those most likely to buy your product or

service.

Marketing message can be personalized, thus helping increase positive

response.

Your message can be as long as is necessary to fully tell your story.

You have total control over the presentation of your advertising message.

Your ad campaign is hidden from your competitors until it's too late for them to

react

Disadvantages

Some people do not like receiving offers in their mail, and throw them

immediately without even opening the mail.

Resources need to be allocated in the maintenance of lists, as the success of this

kind of promotional campaign depends on the quality of your mailing list.

Long lead times are required for creative printing and mailing


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Producing direct mail materials entail the expense of using various professionals

- copywriter, artists, photographers, printers, etc.

Can be expensive, depending on your target market, quality of your list and size

of the campaign.

Telemarketing.

Telephone sales, or telemarketing, is an effective system for introducing a company to

a prospect and setting up appointments.

Advantages

Provides a venue where you can easily interact with the prospect, answering anyquestions or concerns they may have about your product or service.

It's easy to prospect and find the right person to talk to.

It's cost-effective compared to direct sales.

If outsourcing, set-up cost is minimal

Increased efficiency since you can reach many more prospects by phone than

you can with in-person sales calls.

Great tool to improve relationship and maintain contact with existing customers,

as well as to introduce new products to them

Disadvantages

An increasing number of people have become averse to telemarketing.

More people are using technology to screen out unwanted callers, particularly

telemarketers

Government is implementing tougher measures to curb unscrupuloustelemarketers


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If hiring an outside firm to do telemarketing, there is lesser control in the

process given that the people doing the calls are not your employees

It can be extremely expensive, particularly if the telemarketing is outsourced to

an outside firm

Specialty Advertising.

This kind of advertising entails the use of imprinted, useful, or decorative products

called advertising specialties, such as key chains, computer mouse, mugs, etc. These

articles are distributed for free; recipients need not purchase or make a contribution to

receive these items.

Advantages

High selectivity factor as these items can be distributed only to the target

market.

If done well, target audience may decide to keep the items, hence promoting

long retention and constant exposure

Availability of wide range of inexpensive items that can be purchased at a low

price.

They can create instant awareness.

They can generate goodwill in receiver

The items can be used to supplement other promotional efforts and media (e.g.

distributed during trade shows).

Disadvantages

Targeting your market is difficult.


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This can be an inappropriate medium for some businesses.

It is difficult to find items that are appropriate for certain businesses

Longer lead time in developing the message and promotional product

Possibility of saturation in some items and audiences

Wrong choice of product or poor creative may cheapen the image of advertiser

ADVERTISING APPEALS

A vast amount of time, money and energy go into the creative work of developing

advertising appeal to influence the buying behaviour of consumer. Through various

appeals, advertising influence, rationally or emotionally, the prospects purchase

decisions. For this purpose, they take the help of varying product features or attributes

in their ad appeals, or seek to influence consumer perception of, and changes in

consumer attitude to, the advertised product or brand. Ad appeal may be product-

oriented or consumer-oriented. Since there is large number of such ad appeal, it would

be difficult to discuss them all. It would, therefore, be helpful to device for classifying

advertising appeal.

Advertising message should appeal, directly or indirectly, to those key needs which

influence behaviour response. Without going into communication theories and models,

we shall deal with the message content , its structure and the format to be employed for

the formulation of an appropriate message.

The message content refers to what the advertiser has to say to the target audience that

will produce the desired response. It may be an appeal, a time, an idea or a unique

selling proposition. Infect, the message content ultimately formulates some kind of

benefit, motive or reason why the audience should respond to, or do, something.

Types of Appeals

Appeals are broadly classified into three categories :

1. Rational Appeals

2. Emotional Appeals

3. Moral Appeals

Rational Appeals In Advertising


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Rational Appeals are those directed at the thinking process of the audience. They

involve some sort of a deliberate reasoning process, which a person believes would be

acceptable to other member of his social group. They attempt to show that the product

would yield the expected functional benefit. Although there may be some disagreement

regarding which motives are rational and which are emotional, the following are some

buying motives which are normally considered rational under ordinary circumstances.

1. High Quality:

People buy television, music systems, furniture, refrigerator,

electrics gadgets, kitchenware and a host of consumer durables

for their high quality. Many consumer goods are bought for their

quality, such as clothing, beverages, food items, etc and not

merely taste or fashion, or style.

2. Low Price:Many people buy low-price locally made air-conditioners for

their homes because they believe that these products will show a

product performance similar to, or slightly inferior to, that of

nationally reputed brands at higher price. Whether this is true or

not, a person, as long he believes this to be true, things his

reason will be accepted as a Good one by his social group. In

this case, he is exhibiting a rational motive.

3. Long Life :

Long life, as of a car tyre that will give 30,000 kms, before its

utility has been exhausted.


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4. Performance :

Performance, as of a ball-point pen that wont release excessive

ink or skip under any circumstances.

5. Ease of Use :

Ease of use, as of a screwdriver with a magnetized tip which

clings to the metal head of the screw, or a timer in the kitchen

mixer which switches off automatically after a pre-determined

time period.

6. Re-sale value :

Re-sale value, as of a 2-wheeler scooter. Bajaj has a better

resale value than any other make.


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7. Economy :

Economy, in the operating expenses of some brands of

refrigerator is greater because they consume less electricity.

Many 2-wheeler maker claim a better mileage per litre

consumption of fuel than similar other vehicle.

Emotional Appeals In Advertising

Type of advertising in which the copy is designed to stimulate one's emotions, rather

than one's sense of the practical or impractical. When copywriters use emotional appeal

in advertising, they are attempting to appeal to the consumer's psychological, social, or

emotional needs. The copy is written to arouse fear, love, hate, greed, sexual desire, or

humour, or otherwise create psychological tension that can best be resolved by purchase

of the product or service.

Each of us enters the world as an irrational individual. For infants, feelings are

everything. Our earliest response is to nonverbal communication. In the first years of

life, mother's smile is comforting. Thunder is threatening. Life is simple. Meanings are

clear. Then we invest 12 years or more in formal education to learn how to think

rationally. By adulthood, it has become a habit.

Emotion-based advertising speaks the primal tongue. It communicates through design

and colour. Motion and stagecraft. Music and tonality.


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The primal mind evaluates the photo in a magazine advertisement or a televised image

just as it would a real life situation. We immediately recognize that the Marlboro man is

a rugged individualist because we see his tattoo. He controls his destiny as we would

like to be in command of ours. By emulating him, we, too, might find fulfilment.

Fantasy commercial

Style of commercial that uses special effects or caricatures to create the idea of fantasy

about the product, such as the Little Elves who make cookies, or Mr. Clean, or the Jolly

Green Giant. The technique of a fantasy commercial is principally to appeal to the

emotions to arouse interest in the product. In a fantasy commercial, the focus is the

message itself.

Fear appeal

Advertising that attempts to create anxiety in the consumer on the basis of fear, so that

the consumer is encouraged to resolve this fear by purchasing the product or service.

For example, an advertisement may use people's fear of offending or of rejection to

influence them to purchase personal products such as mouthwash or deodorant. Another

example of fear appeal is an advertisement for fire insurance that pictures a family

devastated by the fire that has destroyed their home. There are two types of Fear

appeals which are:

Positive Fear appeal

Advertising copy approach that attempts to alleviate a person's anxiety about buying

and using a product. The positive appeal stresses the positive aspects of a product and

the positive gains for a person who purchases the product.


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Negative Fear appeal

Advertising copy approach that points out the negative aspects of life without the

advertised product. The negative appeal attempts to increase people's anxiety about not

using a product or service and stresses the loss they will experience if they do not

purchase the product or service.

Logical appeal

Advertising approach that appeals to the consumer's practical or functional needs in an

attempt to appeal to the consumer's sense of logic. In a logical appeal, the product or

service is positioned as the logical choice for the consumer. For example, if an

individual on a diet wants to drink beer, then the logical choice would be a light beer or

perhaps a beer that is "less filling."


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Sex Appeal in Advertising:

Sex appeal is being increasingly used in Indian advertising to overcome the culture in

print as well as broadcast media and to grab attention. Sex appeals in contraceptive ads

have become explicit, and are more visual than verbal. Does sex really sell? Or it is a

negative influence on consumer? The answer is either affirmative or negative for these

questions, and depends upon a number of factors.

Research shows that non-sexual illustrations are more effective than sexual ones while

undergoing brand recall. Men remember the sexy illustration neglect the brand

favourably disposed people to the use of sex had a higher brand recall of brand names

that used sex appeals in their ads. Negatively inclined people to sex had a lower brand

recall.

Research also shows that nude illustrations of female are least appealing, are associated

with lowest quality product and least reputable company. The sexual appeals are

justified in case of products like personal products, undergarments, swimsuits.

Sex appeals are interpreted differently from time to time, region to region, person to

person, country to country, and society to society. Even the same person reacts to them

differently at different stages of his life cycle.


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Moral Appeal in Advertising:

Moral Appeal are those appeals to the audience which appeals to their sense of right

and wrong. These are often used in messages to arouse a favourable response to social

caused, such as prohibition, adult literacy, social forestry, anti smuggling and hoarding,

consumer protection, equal rights for woman, social responsibility projects of

corporations, rural development, siding weaker sections of society, employment

generation, and so on. There are messages which appeal for generous donations forflood victims and for famine operation these are often based on moral appeal. Many

commercial advertisement are criticized on moral grounds. The most controversial ad

campaigns are by multinational companies marketing baby food products. Many WHO

experts are critical of these corporations which promotes bottle feeding against breast

feeding.


39/42

Advantages / Disadvantages of Advertising


sake of advertising. Instead, they want to get the most return for their investment. Learn

the advantages and disadvantages of each advertising medium that you can use to

provide your business the winning edge.

If you are ready to get the word out about your business, one of the steps that you need

to do is to select the right media where you will advertise and promote your business.


sake of advertising. Instead, they want to get the most return for their investment. Your

advertising campaign should translate to greater sales, more profits and healthier

bottom line.

While there are a number of venues where you can promote your business, you need to

ask three important questions:

Where are my target buyers?

What is the best medium to reach them?

Can I afford to launch an effective campaign using this medium?

An important step to developing your sales and marketing plan is to select the right

media to send out your message. There are no hard-and-fast rules as to which media is

better. The right media for one business may be wrong for another.

Based on an excellent small business reference book "How to Start and Operate a

Successful Small Business: Winning the Entrepreneurial Game" by David E. Rye, as

well as contributions from our staffers, below are the relative advantages and

disadvantages of the advertising media most frequently used by small businesses:


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Conclusion

Advertising is the paid, non-personal promotion of a cause, idea, product, or service by

an identified sponsor attempting to inform or persuade a particular target audience.

Advertising has evolved to take a variety of forms and has permeated nearly every

aspect of modern society. The various delivery mechanisms for advertising include

banners at sporting events, billboards, Internet Web sites, logos on clothing, magazines,

newspapers, radio spots, and television commercials. While advertising can be

successful at getting the message out, it does have several limitations, including its

inability to (1) focus on an individual consumer's specific needs, (2) provide in-depth

information about a product, and (3) be cost-effective for small companies. Other

factors, such as objectives, budgets, approaches, and evaluation methods must all be

considered


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References

1. http://www.knowthis.com/tutorials/principles-of-marketing/advertising/7.htm

2. http://www.smalltownmarketing.com/sixads.html

3. http://www.answers.com/topic/advertising?cat=biz-fin

4. http://interviews.slashdot.org/article.pl?sid=03/03/03/1528247&tid=1115. http://www.commercialalert.org/6. http://www.media-

awareness.ca/english/parents/marketing/marketers_target_kids.cfm7. Communication, and Consumerism, 62+68^ Bhatia (2000).Advertising in

Rural India: Language, Marketing

8. McChesney, Robert,Educators and the Battle for Control of U.S. Broadcasting,1928-35, Rich Media, Poor Democracy, ISBN 0-252-02448-6 (1999)

9. McChesney, Robert,Educators and the Battle for Control of U.S. Broadcasting,1928-35, Rich Media, Poor Democracy, ISBN 0-252-02448-6 (1999)

10. http://www.museum.tv/archives/etv/P/htmlP/publicintere/publicintere.htm
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Bibliography

S.A. Chunawalla(1997)Foundations of Advertising Theory & Practice faculty,SP University, V. V. Nagar Anthony,A,Abdo AU (2007) professor, history and geography Bhatia, Tej K. 2000.Advertising in Rural India: Language, Marketing

Communication, and Consumerism. Institute for the Study of Languages andCultures of Asia and Africa. Tokyo University of Foreign Studies. Tokyo Press:Japan. ISBN 4-87297-782-3

Graydon, Shari (2003) "Made You Look - How Advertising Works and WhyYou Should Know", Toronto: Annick Press, ISBN 1-55037-814-7

Johnson, J. Douglas, "Advertising Today", Chicago: Science ResearchAssociates, 1978. ISBN 0-574-19355-3

Klein, Naomi (2000)No Logo . Harper-Collins, ISBN 0-00-653040-0 Kleppner, Otto, "Advertising Procedure", Englewood Cliffs, N.J., Prentice-Hall,

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Edition, John Wiley & Sopns, Inc, publishers, Copyright 2004, ISBN 0-471-23062-6

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