Advertising is one of the largest generators of revenue in the world economy. Yet it remains enigmatic to a large section of people. It is akin to dream selling for some. For others it is a sheer waste of money. Whatever the perception, advertising in India as anywhere else continues to mesmerize millions of people, cutting across age, gender and social and economic disparities. The analysis of advertising is an integral part of Media Studies. Advertising manifests itself in all known media forms, and is constantly seeking new media, new channels of communication. Through looking at advertising we can learn not only how the most simple narratives are constructed (a print ad is simpler than a magazine article, a TVC is simpler than a feature film, although they use the same narrative techniques), but how ideas can be communicated at great speed, through the use of single images and words. The word advertising originates from Latin word advertise, which means to turn to. The dictionary meaning of the term is to give public notice or to give publicity. Advertising may be defined as the process of buying sponsor-identified media space or time in order to promote a product or an idea. It is perhaps the most visible of all the elements in the promotion mix and is therefore subject to much criticism from consumer groups. It is also subjected to government regulation.
[...] As and when new brands are launched, advertising plays an important role of informing, educating and persuading the customers to buy the product Advertising and Packaging: The main purpose of packaging is protection of the product during transit, and preservation of quality and quantity. Now a marketers take lot of efforts to develop and design attractive packages as they carry advertising value. A creatively design package attract the attention of the customers. It also carries an assurance of quality and creates confidence in the minds of customers to buy the product Advertising and Positioning: Product positioning aims at creating and maintaining a distinct image of the brands in the minds of the customers. [...]
[...] Clients market share, brands and their equity Competitive brands and their value Marketing objectives Advertising objectives An idea of budget meant for advertising The role of Advertising Agency in marketing efforts of a firm can be compared to that of a doctor who treats a patient and must be told everything necessary for his treatment and cure and same type of confidentiality is expected from the agency. The Account Executive works as a close link between the agency and its client. [...]
[...] At times, an advertiser may advertise more in one place and neglect the other market area where advertising is in fact required. Such poor decisions on the part of the advertiser will result, in waste in advertising Wrong Targeting: The advertiser may direct the product to the wrong target audience. The marketer or advertiser may not be able to locate properly the markets for his product. For example, the advertiser of a soft drink may target older generation. Such targeting may not work well in a countries like India where older generation are wise enough not to get influenced by soft drink ads Wrong Selection of Media: The advertiser may make a wrong selection of the media. [...]
[...] Sometimes when advertising decisions are not governed by any regulation, it is the advertiser who should make an ethical decision. The advertiser must weigh the pros and cons, the good and the bad, the healthy and harmful effects and make a value judgment about an unfamiliar situation. Even though some ads might increase sales, an ethical advertiser should avoid the use of offensive, double meaning tone of the ads and also the truth should not be stretched too far. When making a claim about the product one should not malign competitors' product, when your product is basically the same as that of the competitors. [...]
[...] In its simplest form, advertising is a method of one-way communication between an advertiser and the consumer. An advertisement is persuasive in nature and sends an intended message through a designated medium (radio, television, the Internet). However, in receiving a message, consumers do not always interpret the message as the advertiser intended. Successful advertising sales results in satisfied customers and revenue growth for the company. Definition i. Advertising is a paid form and hence is commercial in nature. Publicity is not paid for by the sponsor. [...]
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