mass media 1 - copy - copy (2)

8/2/2019 Mass Media 1 - Copy - Copy (2)

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MASS MEDIA and advertising

By Sunny Dahiya

Aniket Shrivastava


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Media are the bridge thatconnects

Organizations Consumers


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What is mass media???

Mass media refers collectively to

all media technologies, including

the Internet, television, newspapers, radio, and

many more, which are used for masscommunication, and to the organizations which

control these technologies


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Six basic

questions


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Types of mass media

Radio

TV

Newspapers and largecirculation magazines

People

Internet


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Advantages of mass media

Reaches many people quickly

Low cost per person reached

Can be used to:

Tell people about new ideas and services

Create a favourable climate of opinion


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Disadvantages of mass media

Difficult to make specific to local community

Fixed message

Can be easily misunderstood

Access often difficult

Lacks feedback F to F


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Soul City

An integratedcommunication

programme that usesradio, TV drama, print,face to face, training,

networking.


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What is advertising?Advertising a part of promotion mix can be defined

as:

a paid form of non-personal communication from anidentified sponsor using mass media to persuade or

influence audience with a unique message.


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Types of advertising

Product-Related advertising:- Informative advertising-This

advertising figures heavily in the Introduction stage of aproduct, where the primary objective is to build

demand. MOTOROLA Ads for pagers, explaining how to

use them (providing information).

Persuasive advertising- Persuasive Advertising figures

heavily in the Growth Stage of Product Life Cycle, where

the companys objective is to build selective demand for

a particular brand. Like- AKAI TV ads compared the brandwith 6 competitor brands


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Reminder advertising- This advertising is highly

important in the mature stage of the product to keep the

consumer thinking about the product. -Fevicol campaigns

act as a reminder form of advertising, bonding Fevicolwith consumers as the strongest Adhesive

d d


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Trade Advertising- It can classified into two categories:-

Retail advertising- Wholesale advertising- Retail

advertising- can define as covering all advertising by store

that sell good direct to the consuming public. Example- In& Out promotional techniques of retail outlets.

Wholesale advertising- Wholesalers are, generally, not

advertising minded, either for themselves or for theirsuppliers. They would benefit from adopting some of the

image making techniques used by retailers.

A b d d i i


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Area based advertising:- There are three types of this

advertising.

National advertising- This type of advertising is to

encourages the consumer to buy their product whereverthey sold. Advertising that is done in one nation

only. Dabur Ads or Nirma Ads

Global Advertising: Advertising that is carried on for a

company or a product globally. Like- Im loving it was a

global ad released by McDonalds

Local advertising-Advertising that is carried out in a

particular region or market. Like-BRU and AMRUTANJANselected campaign directed towards consumers in South

India.

M i l ti d ti i "li i f d


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Manipulative advertising:- "limits free andinformed action."It is sort of like convincing

customers to purchase something, but it is based on

incorrect or inconclusive information.

Surrogate advertising:- The advertisement comes

with the same music and punch line as the one forthe popular liquor brand telecast before the ban onliquor advertisements. Like- aap, main or

Bagpiper". This Bagpiper club soda advertisement,

featuring cine celebrities, is similar to the earlierone for Bagpiper whisky.

Unethical advertising: Unethical advertising is when you


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Unethical advertising:- Unethical advertising is when youpromise something you cannot deliver. For Example- In thefitness industry, you advertise that you guarantee a weight

loss of 50 pounds per month with your program. Youcannot possible deliver that to every person who comes into

your gym.Covert advertising:- Covert advertising is when a product or

brand is embedded in entertainment and media. Forexample, in a film, the main character can use an item or

other of a definite brand, as in the movie Minority Report,where Tom Cruise's character John Anderson owns a phonewith the Nokia logo clearly written in the top corner, or his

watch engraved with the Bulgari logo.


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Brand advertising: This advertising helps in the long-term build up of a brand. HLLs ads for LUX

,LIRIL, REXONA. Classified Advertising: Thisadvertising gives information dissemination about asale. MID-DAY NEWSPAPER or TOI classified

section.

Promotional Advertising: This advertising informs anannouncement about a sale. ADIDAS offering 50%

DISCOUNT on sneakers


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Advocacy Advertising: This advertising is used topublicize a particular cause. All the social ads fall

into this category. Drink, MORE MILK (TV ad byFCB ULKA for NDDB) & AIDS AWARENESS ADSby Govt.

Negative advertising:- emphasizes on negative

attributes of the competitors product instead offocusing on positive attributes of own products.

exp.- Horlicks Vs. complain, Pepsi Vs Thumps up

Puffery advertising: In these ads superlative degree is


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Puffery advertising:- In these ads superlative degree isused to create attraction. Example- Gillettes punch

line. The Best a men can get.

Financial advertising:- Ads taking only about financerelated things. Example- all insurance ads.

Gorilla advertising:- Guerrilla Advertising is anunconventional way of performing promotional

activities. Usually very funny or subtle, its a greatway to promote a business with a low budget and

generate buzz. But youll need lots of creativity.Example- guerilla ad

Emotional advertising:


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Emotional advertising:-Ads directly hit consumers emotions. Example-

Airtels ad of a little boy with toy phone.

Challenging advertising:- Ads directly or in directlychallenge other company, brand or product.

Example- Boomer gumlairs, clairs ka baap &luminous ad No.1 here we come. Corporate

advertising:-


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Burst advertising:- Ads dont have any above thing orsense but creative ads. Example- Amul Macho ye

to bada toing hai.Silence advertising:- a commercial with little or no

music will be most effective with an elderlyaudience. If someone is doing other things while

watching T.V. and all of a sudden they notice thereisn't any sound coming out of the television, theireyes will likely jump up to the television and it'sprobably at that moment the person will catch a

glimpse of a company name, or a logo.

Spoof advertising:-


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Spoof advertising:-When we promote our product on opponents adstrategy. Exp-Thumps up vs. Pepsi, Vodafone Vs.

reliance. Direct advertising:- Aqua sure For demoCall 1800

Advertising Objectives :


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Advertising Objectives :Advertising, can be used to address several broadobjectives including: building product awareness,

creating interest, providing information, stimulatingdemand and reinforcing the brand. To achieve oneor more of these objectives, advertising is used to

send a message containing information about some

element of the marketers offerings. For betterunderstanding here we will discuss about some

basic and broad objectives of advertising.

Basic Objectives :


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Basic Objectives :To inform: This type of advertising is heavily used in the

pioneering stage of a product category, where the aim is tobuild primary demand. Ujala commercial, where the ad

talks about how different it is from the age old neel bytalking about its solution contents and showing howdifferent your clothes look when washed with Ujala.

To Persuade: when the product is in the competitive stage,where the companys objective is to build selective demandfor a particular brand. Whirlpool ice magic positions itselfas being a quick icemaker and was the first one of its kind

to use this as a marketing platform

To Remind: when the product is in the maturity stage. They


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p y g yare intended to remind people to purchase your bran d.Thumps up, Coke, Pepsi ads all these ads no more are

shown to create awareness or persuasion because peopleare already aware of their presence and already have chosen

the brand of their choice. These are just reminder ads tokeep the brand or the company fresh in the minds of the

consumers or have the brand top of mind.

To Reinforce: It seeks to ensure the buyers that they havemade the right choice by purchasing your brand. HamaraBajaj advertisements make the owner of the two wheelersof Bajaj proud of their possession by giving it a patriotic

positioning

Broad Objectives


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Broad ObjectivesLaunch of new product/service:- To inform consumers

about new product launching. exp- Parle Lite

barbone. Expansion of market to new users:- Toinform about companys market expansion. Exp-

India got Talent.

Announcement of product modification:- To informabout product modification. Exp- Bajaj Pulsar.Announcement of dealers location:- To inform

about place where the product is available. Exp-Strapsil. Now available in your nearest generalstore


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Announcement of special offers:- To inform aboutlatest/special offers. Exp- Dettol combo offer 9Rs

off.To educate the customers:- To tell about what are the

benefits from the product and how to use that. Exp-AircelsPocket internet.

To create social responsibility:- To make customersocial. Exp- Padhega India tabhi to Badhega India

What is an Advertising Agency?


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g g y

An advertising agency:- is an independent organization setup to render specialized services in advertising in

particular and marketing in general. Advertising agenciesstarted as space brokers for the handling of the

advertisements placed in newspapers. Over the years, thefunction of the agencies has changed. Their main job today

is not to aid media but to serve advertisers. Some agenciesare- Mudra communications Pvt. Ltd, Ogilvy and Mather

Limited, JWT (Hindustan Thompson Associates Pvt. Ltd.),FCB-Ulka advertising pvt.Ltd., Rediffusion DY&R Pvt. Ltd

What is an Advertising Agency?

Types of advertising agencies :


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yp g gThere are basically four types of ad agencies ..

They are:In-house agencies:- An in-house agency is an ad agency set

up, owned and operated by the advertiser. Exp- daburs Adbur.

Creative boutiques:- Creative boutique is an agency thatprovides only creative services. These specialized

companies have developed in response to some clientsdesires to use only the creative talent of an outside provider

while maintaining the other functions internally.

Media buying agencies:- Media buying agencies areindependent companies that specialize in the buying of

media, particularly radio and television.

Types of Media :


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yp fThese are the various types of Media:- Television :-

All visual ads. Radio :- Ads on FMs Print

Publications :- All printed ads Internet :- pop ups,Flash msg, skyscraper. Direct Mail :- Mails etc.

Signage :- Skywriting, Plan banner, mobilebillboard Mobile Devices :- Messages on mobiles

Sponsorships :- sponsoring something Others :- Fax,product packing, Print on retail bills


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