Chapter 7 :- Promotion part 3 :- Advertising

Chapter 7 :- Promotion part 3 :- Advertising

What is advertising

Advertising generally speaking is the promotion of goods services companies ideas usually performed by an identified sponsor

Identified sponsor is important phrase here 

Here company , agency, person who is giving advertisement is identified or known 

Who is giving advertising or  sponsoring advertising is known

Advertising history is thousand years old

In advertising we are conveying the information 

1. Existence of that product

Product is mean to satisfy human need

2. Existence of availability

Product is not only in existence but also offered & available

If the product is offered on what basis, 

What features

On what conditions and terms

On what price

In what size and shape

3. Advertisement is the source of education

In burger advertisement like McDonald burger

We are conveying in advertisement following things

Burger will satisfy your hunger 

We are offering in the morning afternoon evening night

Reasonable priced product

It is very good neat clean hygienic nutritious 

How it is good to eat burger

It's fresh hot crispy tasty spicy cheap

Quick service, availability

We are not what just selling burger but also selling services linked to burger which will satisfy hunger with full satisfaction or delight

We are also telling that whenever you want to eat burger eat only our brand burger

History of advertising:-

creation of wall paintings can be traced back to Indian rock art painting that goes back to 4000 BC

Through wall painting King used to tell their farmers what is the time and how how each crop can be harvested and grown

Egyptian used papyrus to create sales messages and wall posters

While lost and found advertising on papyrus was common in Greece and Rome

Advertising is convey of information to customer distributor etc

in 1843 the first advertising agency was established by volney Palmer in Philadelphia

If you see any aspect there is tremendous change in the technology

Earlier in media

We used to have printing by hand but now now with industrial revolution more machines are used more digital equipments are used for printing

Convey of advertising is now faster

Fasteness swiftness quickness authenticity

Authenticity is good between two cities, two countries, subcontinent, two different places on the earth,

After printing came to help advertising it is followed by the computerisation mobility and automation

Historical e-advertising has came a long way

Media

Media has taken tremendous change

Locate the number of channels coming on the television (1000s)

Today we have so much of television channels we are confused which one to watch

Similarly for newspaper we are confused which one to read

Commercial advertising media can include

1. Wall paintings (rural areas)

2. Billboards (outdoor advertising)

In cities lot of outdoor advertising can be seen through Billboards alongside the road, near signals 

Earlier Billboard was made up of tin, metal, wood, paper, cloth 

But now different kind of material which is more durable are used can withstand bad nature like raining

While walking and driving car or two wheeler we see lot of Billboards

3. Street furniture components

Printed flyers

Flyers are printed folded information material

Like  if a marketer is tour and travels operator

He will prepare printed flyers containing all information about tourist places, path map hotels stays buses cabs other facilities etc

4. Radio

Radio can advertise in the form of audio and music

Importance of audio is more in advertising

Sometimes we can forget what we have seen but we cannot forget what we have listened

Audio potentiality is more than Seeing 

Reach of radio is more than others 

Farmer can take small radio to the farm and while working he can listen to who many advertisement

Radio can reach to the inner depth of the society

5. Cinema / movie

Entertainment 

community entertainment

In all the countries of the world we can see cinema is available and people are watching with great interest

Cinema is very strong conveyor belt

When we are watching cinema we are are in relax mood and we are interceptor mode

There is no tension at all

 In the movies if toothpaste advertisement is shown people will remember more than toothpaste advertisement is is told in the working office or at workplace

6: television advertisement

There is no society,  there is no country, there is no place in the world where TV commercial has not been seen or impacted its community and culture

Again television advertisement is mostly watched at home when we are relax and in receptive mode to accept advertisement and new information

people watching TV commercial has different psychology are we preparing our advertisement as per  their psychology

Impact of TV commercial is to be debated and lot of research has to be done to check its effectiveness

7: web banners

8 web popups

Amount of information is available on website

Number of websites

Availability of website

Accessibility of websites

Convenience and customer friendly nature of website

Flexibility of presenting content

Technological updates in web designing

Cheapest among all media

9: skywriting

An aeroplane or baloon was flown  in the sky content is written over it

It was very popular among European countries

Like chocolates name is written on it

Now days it is not used 

10 bus stop benches

11 magazines

12 newspapers

Quality in the newspaper as a tool for advertisement has improved a lot in all the aspects of it

13 town criers 

People who used to shout and sell their products in the town and in residential areas

14 sides of buses

15 Others

Taxi cab

Musical stage shows

Subway

Platforms and trains

Elastic bands on disposable diapers

Stickers on apples in supermarket

Advertising:-

Any place an identified sponsor pays to deliver their message through medium is advertising

We are trying to reach our potential customers

Educating them

Telling them about products

Availability of the products

Little Exaggeration

For making commercial values

While in making advertising we should 

:-

not trespass the rules

We should not break any legal conventions

We should not over ambitious

Will not speak lies

Will not compromise safety and security of customer