mktng unit 2
TRANSCRIPT
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 1/78
Advertising Media
Advertising media are the means or channels
through which advertiser communicates his
message to prospective customers to
influence their behaviour.
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 2/78
Factors affecting media selection:
objectives of the firm
Media costs and company’s financial
position
Reach or number of people exposed to themessage
Company’s advertising policy
Image of the media
Repetition or frequency
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 3/78
circulation or coverage
Past experience
Experience of other company
Expert opinion
Type of buyersType of products
Type of advertising media
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 4/78
Type of advertising
media
Press
media
Audio-
visualmedia
Direct or
mail media
Outdoor
media
promotional
media
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 5/78
A. Press media
press media is also called as print media
A number of people can be addressed by
print media
Attractive pictures, slogans, figures, charts,etc., can be used for advertising the products
in an artful manner
Mainly includes- newspapers, magazines,and other publications
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 6/78
Newspapers
o newspapers are popular medium to contact
people
o newspapers may be morning or evening
oMay be in English, Hindi, or in other regionallanguages
oMay be local, regional, national or
international
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 7/78
Merits:
• low cost per reader
•Assured readership
•Quick response
•It has flexibility•Makes frequent and regular advertisement
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 8/78
Demerits:
• shortest life
•Quality of reproduction
•Waste of circulation
•Message reached only to the educatedpeople
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 9/78
Magazines and journals
o it is similar to newspapers with regard to
many aspectso a large variety of magazines are publishedweekly, fortnightly, quarterly, half-yearly, orannually
oIt contains the articles written by theoutsiders
oBased on customer characteristics, a proper
magazine should be selected for publishing admessage
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 10/78
Merits:
• longer life
•They are more effective as they are referred byeducated and special class during leisure time
• magazines can appeal to special class groups of
people it is flexible, elastic as readers may findpage tag, catalogues, calendars, etc.,
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 11/78
Demerits:
• limited prospects are appealed
• continuity or consistency is not possible
•Ad copy and money are sent in advance
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 12/78
B. Audio-visual media
The media that can be seen or/and hear are
known as audio-visual ad media
These media though expensive, are
considered as modern and prestigious among
all advertising media
audio-visual media mainly includes
Television, radio, short films, internet, movingslides, film slides, etc.
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 13/78
Radio
It is the cheapest and the most pervasive
among all media used for masscommunication
It is not only used for advertising purpose
but also for programmes like family planning,
vaccination, education, etc.
Local radio(FM) is excessively used by localmarketers
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 14/78
Merits:
• radio is more effective than spoken words
•Musical effects can be associated with
message or slogan
•Wide coverage,•Per contact cost is the lowest
• programme can sponsored according to the
advertiser’s needs and objectives
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 15/78
Demerits:
•Only brief, sometimes message is not clear
•Not suitable for all types of products
•It has temporary effect. Hardly few people
inquires the product based on radioadvertising
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 16/78
Television
It is newest, fastest growing and most
popular advertising media
It is the powerful media for entertainment
and advertising
It appeals the through eye and ear- creates
audio-visual effect
Excessively used for all types of products advertisements appear in TV during special
events carry heavy impression on customers
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 17/78
Merits:
•Millions of people can be exposed to the
products
•Long-term effect can be created
•
Live demonstration can be displayed•It is fit for both literate and illiterate audience
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 18/78
Demerits:
•It is the costliest medium
•TV advertisements seems more artificial,
erotic, and misleading
•
time consuming•Frequent commercial breaks for few minute
during interesting programme affect adversely
the interest of audience
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 19/78
Internet
It is the latest medium to advertise the
productsSome companies put their ads on theirwebsites
Viewers just clicking on the name of thecompany, they can get the full informationabout the products
Most of the established companies, banks,insurance, and educational institutes have puttheir information of internet.
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 20/78
Merits:
o Its has credibility and prestige.
oCompany can advertise its product globally.oAdvertisement can be prepared with multiple
effects. Use of virtual reality makes
advertisement interesting.
oDemonstration is possible.
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 21/78
Demerits :
• It has limited utility. A few people can access
the internet. In developing andunderdeveloped countries, it has limited use.
• It is not automatic. One has to log on to
access a particular website.
• Only limited firms can use this sophisticated
advertising vehicle.
• It is costly to both company as well as
internet users [customers]
i lid
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 22/78
Moving slide
This is mostly used in urban areas.
Moving slides are used to advertiseproducts.
They are used for commercial or even for
non-commercial purposes.
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 23/78
Advertising message, picture of product, or
logo of company moves either alternate or in
one direction on the screen kept on private orpublic buildings. Such slides are based on
electricity or battery.
Nowadays, computer-based slides are veryeffective.
These slides are located in densely
populated locality, corners, or near public
places.
i
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 24/78
Merits :
• This medium is much cheaper compared to
print and audiovisual media.• It is very flexible. The firm can change as per
needs from one locality to another. Even ,
contents can be changed easily.• It is a source of entertainment as well as
information.
• For local advertising message, it is very
effective.
•
It beautifies the corner or public places.
D i
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 25/78
Demerits :
• It is fit only for local advertisement.
• It has limited explores or reach.• If company wants more slides at a different
place, this medium becomes costly.
• Only visual message-but not voice-is
transmitted.
•
It is suitable for short message.• Live demonstration is not possible.
Fil Ci
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 26/78
Film or Cinema
Film advertisement mainly involves cinema
slides and short films.A large number of people can be exposed
through this medium.
Advertisements are shown at theatres or atdifferent places by projectors.
Sh t fil
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 27/78
Short films:
They are presented before films or during
interval.It is a similar to television medium.
Main difference between TV and FILM is that
film can expose only limited audience whileTV is capable to contact millions of people at
time.
Films are shown along with non commercial
films during various events or functions such
as seminars and similar events.
Slid
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 28/78
Slides :
the alternate way to advertise the product in
the theatre consists of slides.This medium is also used for both
commercial as well non commercial ads.
Alike TV, it is slide-cum-sound medium.
Only demonstration of product-but not live
presentation- is possible.
Here, slides consisting name of producer,
products, logo, etc.,
M it
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 29/78
Merits :
• It is less costly. Especially, slides are very
cheaper.• This medium is fit for literate as well illiterate
people.
• Audiovisual effect is possible.
• In short films, live demonstration can be
presented. Compared to TV, more
information can be provided.
D it
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 30/78
Demerits :
• Inattention is the basic problem. Audience is
more interested in the movie thanadvertisement.
• Advertising the products by short films is
costly. It preparation is more costly thanpresentation.
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 31/78
•Slides are less effective. People avoid
attending slides.
•If not prepared carefully, slides, short films,or documentary result into irritation, boring ,
and misleading.
C O td M l di
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 32/78
C. Outdoor or Mural media
Nowadays, this media is widely used for
almost all type of goods and services.Outdoor media are excessively used by
manufacturers and dealers, hotels,
restaurants, academic institutions, airways,banks, insurance, etc.,
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 33/78
Cold drinks, cements, cigarettes, petroleum
products, and cosmetics products widely use
these media for advertisement.They are also known as mural media. Most
common outdoor advertising media have
been briefly discussed below:
1 Banners :
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 34/78
1. Banners :
They are used at popular places like
cricket matches, tournaments, stage shows,fairs, talent shows and annual functions of
school, colleges and universities, seminars,
and conferences, or public meetings.
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 35/78
2.Special signboards:
They are used at bus and railway
satiations indicating route or platformnumber, or indicating name of roads and
directions in the city. Most cell phone service
providers including Vodafone, Idea cellular,Airtel . Use this medium to popularize their
name and brand.
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 36/78
3.Kiosk :
Square or triangle shaped boxes with
written words or picture on them are hangedon electricity or telephone polls.
4 Billboards:
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 37/78
4. Billboards:
Special boards are prepared to
advertise the product. Dealers or retailersput such boards nearby their shops,
showrooms, shopping malls or on the upper
sides of buildings.
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 38/78
5.Handbills :
They are very common and too
cheap. Advertisements is printed on a pieceof paper of small size. These leaflets are
distributed hand to hand by a paid man,
along with newspaper, or otherwise.
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 39/78
6.Station Posters:
Multi-coloured-printed posters with
written message and pictures are stuck onwalls, benches, insides the canteens, and
outsides bus stations, railway stations and
airports.
7 Sky Writing:
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 40/78
7. Sky Writing:
It is a novel and expensive vehicle to
advertise the product. It is not very popularin our country. It involves showing words,
symbols, or picture through gas during the
night using plane or bursting.
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 41/78
8.Symbol of Product:
Giant size products, picture of
products, or package of products are used for
advertising purpose. Cadbury, Balaji Wafers,
Coco-cola, maruti car, hero Honda, natraj
Pencil, etc., use this medium.
9 N Si
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 42/78
9.Neon Sign:
Neon tube lights are used for
advertising. Words are written by neon tubesand are place on boards on buildings.
Different coloured are used to make
attractive. This can be used only during night.
10 Other Outdoor Media:
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 43/78
10. Other Outdoor Media:
Other common and popular advertising
media include:Posters and wall paintings
Hoarding on the road
Vehicle advertising
Sandwich man
Trade fairBalloons, etc.,
Merits :
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 44/78
Merits :
They do not require customers’ special time
and efforts to read or watch.Outdoor media are capable to attract mass.
They are cheaper than newspapers, radio,
film, and television.
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 45/78
They are prepared in attractive and colourful
manners.
Some of them have long life [for example,hoarding, billboard, wall painting, etc.,]. They
continue to advertise the same product for
relatively a long time. They remain before theeyes of people for a long time.
They indirectly protect historical walls and
buildings.
Demerits :
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 46/78
Demerits :
People tend to overlook these media. People
do not read or see such advertisementsconsciously and carefully.
They may lead to accidents or mishaps.
Interesting and exciting hoarding possiblyleads mishaps.
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 47/78
Hoardings, wall posters, station posters are
not movable. They cannot be moved to other
places.Direct effect cannot be measured.
To use these media in a large scale is
expensive.
D Direct or Mail Advertising:
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 48/78
D. Direct or Mail Advertising:
Direct advertising can be defined as: Any
form of advertising in which the message isdirected to specific individual directly by the
advertiser.
This medium consists of written, printed, orprocessed message delivered directly to the
selected buyers.
h f d d l h
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 49/78
This set of media is used to appeal the
target market directly.
This type of advertisement is mostly sentpersonally, or by post and courier services.
Most commonly used methods for direct
advertising are:
1 Sales letters:
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 50/78
1. Sales letters:
The firm directly sends a written or printed
letter to some or all customers. Such letters contain message, product
description, special offers, etc.,
Fully addressed and dully stamped replyenvelope is also sent to get response.
2 F
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 51/78
2. Fax :
catalogue, invitation, launching of new
product or any message can be sentthrough fax machine.
Company should know fax number of the
customers.
Words, pictures, tables, charts, symbols,
etc., can be sent through fax.
3. E-mail :
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 52/78
3. E mail :
E-mail is relatively new and popular tool for
sending message.It is sent to special customers whose e-mail
addresses are available or directly to all the
account holders.However, the advertiser has to pay for
advertising his products.
4 C d
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 53/78
4. Cards :
Cards are used to carry brief message,
acknowledge orders, remind customers,answer enquiries, update mailing list or to
make special offer.
Cards may be plain or coloured; multifold or
single fold; greetings or business letters.
5. Greetings :
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 54/78
5. Greetings :
Very popular mean to establish relation with
customers.Company maintain upto date customer
database.
They send greeting cards on different eventand occasions.
6 Ci l d l fl t
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 55/78
6. Circulars and leaflets:
They may be in coloured papers.
they are typed or printed on one or both
sides.
It involve description or special features of
products.
Many companies send circulars or leaflets
on regular basis.
7. Catalogues, Folders, Booklets, and
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 56/78
7. Catalogues, Folders, Booklets, and
Brochures:
They contain necessary information and aresent/ offered to customers.
Booklets are widely used by companies
selling two wheelers, refrigerators, television,or other technical products.
l d d
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 57/78
8. Calendars and Diaries:
Companies offer calendar or diaries,
specially prepared as per their requirements,free of cost to customers and dealers
containing names, symbols, brand names,
slogans or pictures of the products.
Diaries are more informative and expensive
compared to calendars.
9. Others :
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 58/78
9 Ot e s
Data cards, samples, and gifts
SMS- Short Mobile Message through cellphone
House organs like story books, articles,
cartoon, jokes, etc.,
Pamphlets, etc.,
Merits :
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 59/78
It involves direct and personalized appeal to
the customers, and, hence, it is moreeffective.
Advertiser has more flexible to adjust with
different types of customers and their needs.Especially, catalogues, booklets, circular,
fliers, broachers, and house organs are
effective and have educative value.
Advertiser has control on these media
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 60/78
Advertiser has control on these media.
It can clearly explain the main features of
products with statistical data.
Demerits :
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 61/78
This method is costlier as advertising
message is conveyed personally. It involvesboth preparation cost and distribution cost.
It involves a lot of clerical work.
It is applicable when the customers arelimited.
Many times this method results into waste
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 62/78
Many times, this method results into waste
of time, money, and efforts.
It is meaningful only if customers are ableto read and understand.
Difficult to collect complete information of
its buyers.
Promotional advertising:
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 63/78
Promotional advertising:
Sales promotion is an activity or series of
activities that boost the sales of a product or
service, usually in the short-term.
It is all about the actions a company can
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 64/78
It is all about the actions a company can
take to stimulate customers to buy right now
rather than later.Examples of sales promotion include cents
off coupons, temporary price reductions and
"buy one, get one free" campaigns.
Price Promotions
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 65/78
Price Promotions
A method of sales promotion used
frequently is price promotion, either bydiscounting the normal selling price, or by
offering more of the product but at the
normal price.Price promoting needs to be used with care
because increased sales are at the expense of
loss in profit--though that is sometimes morethan offset when customers buy other
products in the store at full price.
Premium Promotions
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 66/78
Premium Promotions
A "gift with purchase" is a very common
promotional technique and provides thecustomer with something in addition to the
main purchase.
It is commonly used to promote consumer
luxuries, such as perfume.
If a customer buys her usual bottle of perfume at a given price, she is rewarded with
a smaller additional bottle
Displays Advertising
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 67/78
Displays Advertising
Display means showing the things in an
attractive manner
It is the art of arranging the goods in such a
way that the arrangement may appeal to
those who see the goods and induce them to
desire the products
Types of display:
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 68/78
Types of display:
1) Exterior display or Window display
2) Interior display
3) Show-rooms and show cases
4) exhibitions
Window display
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 69/78
Window display
A shopping mall may be defined as one or
more buildings that contain separate retailunits.
Displaying store merchandise is known as
visual merchandising and window displays
show potential customers items that are for
sale inside the shop, so that hopefully they
will enter the store to purchase these or
other goods
Visual merchandising in windows is an
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 70/78
Visual merchandising in windows is an
important marketing strategy as interesting
window displays can catch the attention of passers by.
Once their attention is caught by a product
displayed in the window, these potentialcustomers are more likely to enter the store
to take a look around than to pass by it.
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 71/78
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 72/78
Interior display
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 73/78
Interior display
Advertising the products in the interior
portion of the shop
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 74/78
Purpose of displays:
To attract the attention of the passers-by or
customers
To give an idea of the features of the
productTo satisfy the desire of people to see the
product before they buy
Characteristics of display:
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 75/78
Characteristics of display:
Display must be made in such a way that it
should attract the attention of the passers-byMust emphasis on the service aspect of the
things shown
Must serve as an additional beauty of the
shop
Must be flexibleMust reflect the current trends in fashion
Must suggest the class of things available in
the shop
Social issues in advertising
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 76/78
g
Arguments for advertising:
oStimulate production
oStimulate national income
oEmployment opportunities
oInformative
oEducative value
oImproved standard of living
o entertaining value
oPublic acceptance
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 77/78
oPublic acceptance
oMass production and mass distribution
oWidens the market
Arguments against advertising:
8/22/2019 Mktng Unit 2
http://slidepdf.com/reader/full/mktng-unit-2 78/78
Arguments against advertising:
oHigh price to customers
oWastage of national income
oFraud to customers
o
Erotic, unrealisticoCompany-oriented
oCreation of monopoly
oSource of confusion and stress
oWaste of time