Advertising helps in spreading information about the advertising firm, its products, qualities and place of availability of its products, and so on. It helps to create a non-personal link between the advertiser and the receiver of the message. The significance of advertising has increased in the modern era of large scale production and tough competition in the market. Advertising is needed not only by the manufacturers and traders but also for the customers and the society. The benefits of advertising to different parties are discussed in the following paragraphs. Read More: Introduction to Advertising Benefits to Manufacturers and Traders It pays to advertise. Advertising has become indispensable for the manufacturers and distributors because of the following advantages: Advertising helps in introducing new products. A business enterprise can introduce itself and its products to the public through advertising. It can create new taste among the public and stimulate them to purchase Continue reading
Advertising Management Concepts
Use of Propaganda in Advertising
Propaganda is a “systematic, widespread dissemination or promotion of particular ideas, doctrines, practices, etc. Some use it to cause or to damage an opposing one.” While it is true that many of the techniques associated with propaganda are also used in the practice of advertising or public relations, the term propaganda is usually applied to efforts to promote a particular political viewpoint. Additionally, propaganda can be used to promote specific religious views. Furthermore, companies use propaganda to persuade consumers into buying their product, and, sadly, misinformation is found all around people in magazines, on television, on billboards, and in movies. Subconsciously, people let the use of propaganda influence their decision to purchase items that they often would not buy. Advertisers lean heavily on propaganda to sell products, whether the “products” are a brand of toothpaste, a candidate for office, or a particular political viewpoint. Although propaganda may seem relevant only Continue reading
Advertising Creativity – The Role of Creativity in Advertising
The creative part of advertising involves the process of selecting and presenting the messages. The business of conceiving, writing, designing and producing these messages is called advertising creativity and the key wordsmith is called a copywriter or copy chief or copy supervisor. The success of advertising depends to a great extent on the quality of the message or copy of advertisement rather than the money spent on advertising. The conventional theory of advertising includes the concept of AIDA (Attention, Interest, Desire and Action). Most of the advertisers believe that the message in advertisement copy must attract the attention and interest of the consumer if buying is to result. But they forget that only good advertisement copy or good message can attract the attention and interest of the receiver until and unless the much advertise product attributes have a strong impact on consumers. The consumers come to know the existence of Continue reading
Meaning of End Product Advertising
There are many products that are rarely purchased direct by consumers. They are usually bought as part or ingredient in other products. For example, there is Teflon (DuPont product), Pentium (Intel Corporation’s computer processor chip), Athelon (Advanced Micro Devices computer processor chip) and many others. Advertising of such products is called end product advertising (also called branded ingredient advertising). This type of advertising is often undertaken by manufacturers whose branded parts or ingredients are used in producing usually other branded or unbranded consumer products. Successful end product advertising helps create demand for the ingredient that helps in the sale of another product, such as Intel promotes its Pentium processors. The sustained existence of consumer demand for such ingredients encourages companies to use them in their consumer products. It is not easy to build end-product demand. The manufacturer must have an ingredient that is widely recognized by manufacturers and consumers and Continue reading
Need for Creative Advertising
Most brands in the same category deliver more or less the same functional benefits and answer the same needs of the consumers. With so many products on the market having the same function, the only way to position a product, service, or company differently from anything else in the same category is through creative development in advertising. Today traditional advertising is losing its sheen. The biggest problem with traditional media is that consumers today have lots of choice for ad avoidance. The fragmentation is very high and there is very less scope of customized message for all. The Indian consumer has changed if we focus on this issue there is a lot more on the menu to choose from. Now the message unlike the past is no longer a one way process. But public opinion is far more mobilized, they have immediate platform for expression. The expert believes that the Continue reading
Case Study: Advertising Strategies of The Times of India
The Times of India (TOI) is one of the leading newspapers in India. It is the largest circulated English newspaper in India. It represents the growing influence of Indian middleclass and the value of English education in the country. The Chief Manager of advertising at The Times of India was evaluating effectiveness of its campaign in building The Times of India as a national brand. Most of the advertising in the past has been functional in nature. It has concentrated on promoting Times of India as a brand with functional elements like ‘largest circulated‘ English newspaper; most upmarket newspaper; the newspaper with a grip on future and other relevant functional attributes which are common for a newspaper. Recently they have shifted to emotional platform where the newspaper is being projected as something that chronicles the aspirations of Indians. It reflects struggle, turbulence, success and failure in an Indian’s life. He Continue reading