Advertising

Advertising, when properly understood, is a powerful tool for marketing. Advertising is the promotion of a company’s products and services carried out primarily to drive sales of the products and services but also to build a brand identity and communicate changes or new product /services to the customers. Advertising has become an essential element of the corporate world and hence the companies allot a considerable amount of revenues as their advertising budget. There are several reasons for advertising some of which are as follows: Increasing the sales of the product/service Creating and maintaining a brand identity or brand image. Communicating a change in the existing product line. Introduction of a new product or service. Increasing the buzz-value of the brand or the company.

Print Advertising – Newspapers, Magazines, Brochures, Fliers The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes.

ADVANTAGES: Broad market coverage Visibility of the product Cheap People believe in what they read Flexible Colourful DISADVANTAGES: One day life span Limited reach (demographically) Lack of sound and lasting impression

ADVANTAGES: Total control over words and visuals Total control over who gets it and where Very flexible Can be done by yourself!!! DISADVANTAGES: Expensive for mass production Changes will make them outdated In case of competition becomes more expensive

ADVANTAGES: Inexpensive Wide distribution House to house issuing Flexible DISADVANTAGES: Mistaken for junk Doesn’t give a very good impression People cant read many words

Outdoor Advertising Outdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the customers outdoors. There are different types of outdoor advertising: Billboards Car signs Painting and posters Electric signs Sky scrapers

Electric signs ADVANTAGES: Very attractive in the night Highly noticeable Very catchy Wide distribution DISADVANTAGES: Quite expensive Effective only in the night Not informative

Billboards ADVANTAGES: Highly noticeable Wide coverage Very attractive Can be very well used for teasers DISADVANTAGES: Quite expensive Not enough information is provided Noticed during traffic jams

Painting and posters ADVANTAGES: Highly colourful and attractive Less words so less boring Understood by layman also Cheap Wide distribution and coverage DISADVANTAGES: Less words so less informative No lasting impression Not very competitive

ADVANTAGES: Highly noticeable especially in traffic Time to read Highly colourful and attractive Informative as well Quite cheap DISADVANTAGES: Vehicles matters Small amount of space In case of change in contact information has to be changed

Organizing several events or sponsoring them makes for an excellent advertising opportunity. The company can organize trade fairs, or even exhibitions for advertising their products. If not this, the company can organize several events that are closely associated with their field. For instance a company that manufactures sports utilities can sponsor a sports tournament to advertise its products.

Broadcast advertising – Television, Radio and the Internet Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet

ADVANTAGES: Good impression Jingles are catchy Wide distribution Flexible Cheap DISADVANTAGES: Message length is restricted Repetition Signal problem Only audio and no video

ADVANTAGES: Use of sound, motion and colour Mass coverage Lasting impression Highly noticed DISADVANTAGES: Expensive production Expensive airing Cant be afforded by everyone

Covert Advertising – Advertising in Movies Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. There is no commercial in the entertainment but the brand or the product is subtly( or sometimes evidently) showcased in the entertainment show. Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruise’s phone in the movie Minority Report , or the use of Cadillac cars in the movie Matrix Reloaded .

ADVANTAGES: Seen in movies that are watched frequently Wide distribution TVs may not be affordable by everyone DISADVANTAGES: Quite expensive No lasting impression Just a minute advertising

Surrogate Advertising – Advertising Indirectly Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand. Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising .

ADVANTAGES: The best of promoting Very smart way of advertising Quite cheap DISADVANTAGES: As it is already banned has bad impression Procedure to incorporate the same name is quite difficult May not remind people of the product

Public Service Advertising – Advertising for Social Causes Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. Today public service advertising has been increasingly used in a non-commercial fashion in several countries across the world in order to promote various social causes.

ADVANTAGES: Best way of communicating to people about social issues Informative With videos quite touching DISADVANTAGES: Cant get enough funds Public may not be bothered No lasting impression Contact problem

Although the audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products. Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements. Celebrity Advertising

ADVANTAGES: Very much noticeable Celebrities attract public Lasting impression DISADVANTAGES: Very expensive Sometimes has the bad affect

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