The ideas that if you drive this truck, then you will have
adventure; and if you drive this truck then you have brass balls and are
really a manly man, are signals. The ad signals the consumer to buy to
product so that the consumer will attain the portrayed characteristics.
Functions of advertising:
Even though each ad or campaign tries to accomplish goals unique to
its sponsor, advertising performs three basic functions:
Types of Advertising:
Advertising is a form of selling. It tries to make consumers buy
goods or services. Advertisers must be aware of the factors that
influence people's buying habits and then use advertising strategies
based on this knowledge. Advertising can be classified in number of
ways. According to one such way there exist four basic categories:
lifestyle, testimonial, informative, or repetitive.
Print psas are generally, but not always found toward the back of
magazines and occasionally in newspapers. Leftover space is made
available for free display ads.
Commercial parternership with non profits are not new, but they have
increased dramatically as advertising costs have accelerated while the
ability to reach audiences has dropped. The intent is to serve the
public, but the commercial partnership takes the message statement
out of the realm of public service announcements and into the area of
cooperative advertising and promotion.
Institutional advertising
The objective of some institutional advertising is to convey a particular
message. Issue ads are used by an organization as a forum for its
views on a topic or problem.
Cooperative advertising
cooperative advertising offers almost as many advantages as
advertising placed by a single organization. When one advertiser
shares a message with other - such as when cheese dip manufacturer
combines with a potato chip manufacturer to buy advertising space
and time - it also shares the production and space / time costs. This
enables each to participate in both the production and the exposure.
Advertising by professionals
Both advertising agencies and pr firms are now learning to deal with
advertising by lawyers, dentists, doctors, and other professionals, who
used to be prohibited by their professional codes of conduct from
engaging in such commercial activities. As these professional codes of
conduct from engaging in such commercial activities. As these
professionals began putting their names in print and their faces on
television, a new market for public relations practitioners opened.
There are many variations of this type of advertising but the suggested
message is basically the same: Use this product or service and you too
will enjoy life as much as the people in the advertisement do.
Smart consumers are not taken in by the unrealistic expectations these
ads are designed to arouse.
Testimonial advertising
Testimonial advertising uses celebrities, such as movie or television
stars or professional athletes, to endorse products or services. The
intention is to leave you with the impression that the item must be
good if these famous people endorse it.
Sometimes testimonial advertising features people whose appearance
gives the impression of authority on a subject. For example, a woman
in a white lab coat talking about a headache remedy could be assumed
to be a doctor. Another variation of testimonial advertising involves
ordinary people, interviewed at shopping malls or in their homes or
workplaces, who claim that a certain product or service is better than
competing ones.
Repetitive advertising
Repetitive advertising involves the frequent repetition of a product or
business name or of the advertisement itself during a program. The
advertiser's goal is to implant that name firmly in your. Mind.
Companies that offer items that differ little from their competitors'
often use repetitive advertising to "help" you remember their particular
brand names.
Television advertisement:
It is a type of advertising done through television. In today’s time
television has become most popular media of advertising. It has
become medium of common man entertainment. Television
advertisement can be done in two ways that is in between the
programmes or through sponsored programmes having duration of 30
minutes to 1 hour. Its advantages and disadvantages are explained
below.
Advantages:
• Wide coverage
It has wide coverage through television advertising. Message can be
given to millions of people at a time.
• Demonstration is possible
In television advertising demonstration as possible. A person can see
effects and advantages of the product.
• Interesting
It is interesting type of advertisement as it can be telecasted as
adding song, music, dialogues etc. it makes the people in the position
to listen to the advertisement.
• Popularity
In today’s modern world television is most popular medium of
entertainment. Every producer wants to advertise his product through
television.
Disadvantages:
• Costly
It is very costly medium of advertising. All the producers cannot afford
to advertise their products through television.
• Interruption
Sometimes advertisement is an interruption in the entertainment of
the people. Especially at the time when they are watching their
favorite program.
• Repetition
Television advertisement is repeated number of times in a day on
different channels. This creates boredom for the people.
• Clash of timings
There is clash of timings as every producer wants to advertise his
products during the programme which are more popular. Due to which
we have to pay more money to the authority.
Print advertisement:
The final product may appear in poster or magazine form. However, it
may be no smaller than 8X10. The print must be clear & professional
looking. There can be no spelling or grammatical errors. Your final
product must have at least a one inch margin on all sides & must
include no less than two of the three elements of appeal. The
advertisement must have aesthetic appeal. It may include reverse
lettering, illustrations, the use of color, etc. Your final product must be
accompanied by a type written paragraph stating the name of your
book & its author. In addition, the paragraph should include a detailed
explanation of your project & the way you attempted to successfully
complete it. The presentation must reflect your adequate knowledge of
the book you read. The conclusion of your presentation should
motivate us to read your book.
Advantages:
• Coverage
It has wide coverage as newspapers and magazines are published
throughout the nation. Message can be sent to millions of people
through popular newspapers and magazines.
• Economical
It is an economical mean of advertising. Cost of advertising is less if
done through local newspapers.
• Attractive
It is more attractive on colour paper in the newspaper or magazine.
This attracts the attention of the readers.
• Flexibility
It is flexible type of advertising. It is easy to change, reduce or add the
matter. It can be given at any place as per the deal.
Disadvantages:
• Not suitable for illiterate persons
Press advertising is not suitable for illiterate persons. Such persons
cannot read the message given in the newspapers or magazines.
• Costly
It is costly if done through popular newspapers or magazines.
Especially when it is colour. Hence, it is not affordable by all the sellers.
• Not attractive
It is not attractive as quality of paper may not be good. An
advertisement when in black and white form does not attract the
people.
• Not interesting
It is not interesting as there is a dry message about the product given
in the newspaper or magazines. There cannot be addition of songs,
dialogues, expressions etc.
• Limited
If the advertisement is given through local newspapers, it will reach
limited number of persons only.
You've seen commercials for Clorox and Purina Puppy Chow. But
now you can see those commercials and get coupons at the same
time. The interactive screen provides you with options to accept or
decline an advertiser's special offer. And it doesn't stop there.
ITV has several incentives over a PC. You can play along with game
shows, vote in live polls, learn trivia tidbits, get game stats and
purchase items just by pushing a button on your remote control.
But tech costs are down and that digital divide is dissolving. In
fact, the number of Internet users with an annual household income
under $25,000 has grown almost 25 percent in the past year alone.
These new services are designed to attract both low- and high-
income families. While the future of this new advertising medium
remains to be seen, the digital divide seems to be taking a hit.
The critics have their doubts. The true believers that this is a
revolutionary product for advertisers and consumers are die-hard. As
you form your own opinion, keep in mind, Xerox sold the rights to
Windows because company execs didn't see a use for them in the
consumer world.