The success of advertisement depends very much upon the copy of advertisement. The main aim of the advertisement is to attract the customer and create an urge to possess that product. If the advertisement does not fulfill this objective, the expensive advertisements are useless. Hence, the advertisement copy should be drafted very carefully. The person who drafts the advertisement copy must be thoroughly acquainted with the mental process. He should be imaginative enough to think of words and patterns which would produce the desired effect on the prospective customer. An effective copy of advertisement should posses the following characteristics, qualities or values: Attention Value: An Advertisement copy must attract the attention of the potential consumers. If it fails in this mission, the money and efforts go waste, for everything else follows this. The copy should be drafted, planned and displayed so ingeniously that it may compel even the most casual Continue reading
Advertising Management Concepts
Major Classifications of Advertising
First of all it is quite necessary to understand the true meaning of advertising in the business terminology. Advertising is a tool of marketing for sales promotion and product awareness to customers. It is a one type of message by such mediator, presentation as well as promotional offer by a firm which can be paid and public announcement. Advertising is a component of marketing system. It deals with the awareness of customers regarding new product or some features about the existence product. It is quite important step for marketing leaders because it involves strategy selection, expenditure analysis and advertising media selection. It is the most expensive strategy among all marketing systems. Advertising is the tool of spreading information widely by some non-personal means by the paid media where the information is transferred about the organisation that pays the money for media. The message is carried out by different Medias. Adverting Continue reading
Newspapers as an Advertising Medium
In the last nearly 200 years, newspapers have remained a very important mass media for advertising. With the appearance of radio, and subsequently television, there has been some change in the reading habits of people. TV presented a combination of some very desirable characteristics, not offered by any other media, and became a primary source of entertainment, news, and other types of information for a very large number of people. Print media has successfully met the challenge posed by television because it has certain advantages not offered by broadcast media. In spite of tremendous popularity of TV as an advertising medium, newspapers command a position of significance among advertisers. Newspapers are an important part of our everyday life and a major source of information for a large number of readers. Newspapers are available to the masses at a fraction of their cost because advertising revenues from large to small advertisers Continue reading
Disadvantages/Drawbacks of Television Advertising
Television advertising does have some disadvantages as well. Some of the limitations of television advertising are: Costs: Though television offers unsurpassed creativity and reaches large audiences, it is an expensive medium to advertise. Besides the high cost of media time, the cost of producing good quality commercials is quite high. Besides the airtime costs, considerable costs were involved in producing that the commercial. Even local ads can be expensive to produce and often are not of high quality. High costs associated with TV advertising discourage small budget companies. Lack of Selectivity: Advertisers, who are interested in delivering their message to a very specific, narrowly defined, often small, target audience, find that TV leads to overexposure, reducing its cost effectiveness. For example, it would be difficult to reach only a particular group in the entire population. Any TV commercial is bound to extend far beyond the target audience. Though, advertisers are Continue reading
Types of Advertising Agencies
An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. Advertising Agencies can be classified by the range of services that they offer. Also, advertising agencies range in size from one man shows to large firms that employ thousands of people. Accordingly, different types of advertising agencies are: Full Service Agencies: As the name implies, a full service agency is one that handles all phases of advertising process for its clients: it plan, creates, produces and places advertisements for its clients. In addition, it might provide other marketing services such as sales promotion, trade shows, exhibits, newsletters and annual reports. One major point that differentiates a full service agency from other is that the personal work full time and the services provide are extensive. The services usually provided by a full service agency include Continue reading
Role of Communication Process in International Advertising
Advertising is one of the most visible forms of communication. Because of its wide use and its limitations as one-way method of communication, advertising in international markets is subject to a number of difficulties. Advertising is often the most important part of the communication mix for the consumer goods, where there is a large number of small volume customers who can be reached through mass media. International advertising entails dissemination of a commercial message to target audiences in more than one country. Target audiences differ from country to country in terms of how they perceive or interpret symbols or stimuli, respond to humor or emotional appeals, as well as in levels of literacy and languages spoken. International advertising can, therefore, be viewed as a communication process that takes place in multiple cultures that differ in terms of values, communication styles and consumption patterns. International advertising is also a business activity involving Continue reading