Download Finale Project on Role of Advertising (1) PDF

TitleFinale Project on Role of Advertising (1)
Tags Sales Direct Marketing Mass Media Online Advertising
File Size716.0 KB
Total Pages57
Table of Contents
                            CHAPTER 2:- ADVERISING PROCESS
	The weaknesses of outdoor advertising mainly stem from three issues: it has no editorial context, it uses extremely simple, striking ideas to be effective, and it suffers from relatively expensive production.
Bibliography & Webliograpy
Document Text Contents
Page 1


Advertising, generally speaking, is the promotion of goods, services, companies and

ideas, usually performed by an identified sponsor. Marketers see advertising as part of an

overall promotional strategy. Other components of the promotional mix include publicity,

public relations, personal selling, and sales promotion.

Advertising involves the process where in a message is designed so as to promote a

product, a thought, an idea or even a service. The concept of advertising has assumed a

dynamic form with the use of the various mediums of communication. From the newspaper,

magazines, posters, neon and fluorescent signboards, billboards to the commercial on TV,

laser shows to inflated high-rise figures and objects, advertising has come a long way. The

work is formidable as it spearheads a process intended to attract, modify, change and

influences public opinion.

From the local business to multinational firm and all need to advertise. While

politicians, social organizations, government special groups need to advertise their motto,

national airlines, auto mobile manufactures, food and consumer goods manufacturers have to

reach the consumer.

Advertising is Communication

Advertising sends a message. The advertising campaign, regardless of its scope or size,

portrays the organization, products and services, and values. Each attribute is tested with each

new customer the companies acquire.


Page 2

1.1 History of Advertising

 15th and 16th century- printing developed- advertising expanded to include handbills.

 17th century- advertisements in weekly newspapers in England- mainly books &


 19th century- economy expanded advertising grew.

 1841- first advertising agency established by Volney Palmer in Boston, USA.

 1875- N. W. Ayer & Son- the first full service agency in Philadelphia, USA.


18th Century

# Concrete advertising history begins with classified advertising

# Ads appear for the first time in print in Hickey's Bengal Gazette. India's first

newspaper (weekly).

# 1931- National Advertising Service Pr. Ltd. Bombay set up

# 1936- Indian Broadcasting Company becomes All India Radio (AIR)

# 1978 -First television commercial seen

# 1990-Marks the beginning of new medium Internet

# 1991- First India-targetted satellite channel, Zee TV starts broadcast

# 1993-India's only advertising school, MICA (Mudra Institute of


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4.1 Newspapers:

Newspapers are one of the traditional mediums used by businesses, both big and

small alike, to advertise their businesses.

Newspaper brings 'immediacy' to a communication. Newspapers also have the

authority of the written word, and are good at presenting detail. As a print medium, the

national press suffers from clutter and from the fact that the reader can and does edit

ruthlessly to avoid advertising.


• Allows you to reach a huge number of people in a given geographic area

• You have the flexibility in deciding the ad size and placement within the newspaper

• Your ad can be as large as necessary to communicate as much of a story as you care to


• Exposure to your ad is not limited; readers can go back to your message again and

again if so desired.

• Free help in creating and producing ad copy is usually available

• Quick turn-around helps your ad reflect the changing market conditions. The ad you

decide to run today can be in your customers' hands in one to two days.


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• Ad space can be expensive

• Your ad has to compete against the clutter of other advertisers, including the giants ads

run by supermarkets and department stores as well as the ads of your competitors

• Poor photo reproduction limits creativity

• Newspapers are a price-oriented medium; most ads are for sales

• Expect your ad to have a short shelf life, as newspapers are usually read once and then


• You may be paying to send your message to a lot of people who will probably never be

in the market to buy from you.

• Newspapers are a highly visible medium, so your competitors can quickly react to your


• With the increasing popularity of the Internet, newspapers face declining readership

and market penetration. A growing number of readers now skip the print version of the

newspaper (and hence the print ads) and instead read the online version of the



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In todays India which is fast moving & dynamic, people’s wants, need and desires are

changing; it’s very important to know them and give them what they want. This is the main

objective of advertising where ad agency plays major role in market research, making of

creative, launching it in the market, taking the feedback of consumer and making any product

famous and acceptable among consumers. Ad agencies are playing an important role in

shaping present and future of not just selected brand but of entire company.

There is no one -- sure-fire -- best way to advertise your product or service. It is

important to explore the various advertising media and select those which will most

effectively convey your message to your customers in a cost-efficient manner. Always

remember, advertising is an investment in the future of your business.


Page 57

Bibliography & Webliograpy



by Manendra Mohan

• Advertising Management

by B. S. Rathor


by David Ogilvy

• 4 Ps Business & Marketing

• Economic Times









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