Advertising
types of advertising
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.
Thus, several reasons for advertising and similarly there exist various media which can be effectively used for advertising. Based on these criteria there can be several branches of advertising. Mentioned below are the various categories or types of advertising:
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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. Often the newspapers and the magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement (front page/middle page), as well as the readership of the publications. For instance an advertisement in a relatively new and less popular newspaper would cost far less than placing an advertisement in a popular newspaper with a high readership. The price of print ads also depend on the supplement in which they appear, for example an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which uses a mediocre quality paper.
Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events
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Outdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also several events and tradeshows organized by the company. The billboard advertising is very popular however has to be really terse and catchy in order to grab the attention of the passers by. The kiosks not only provide an easy outlet for the company products but also make for an effective advertising tool to promote the company’s products. 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.
advantages of advertising
For communication scientist and media economist Manfred Knoche at the University of Salzburg, Austria, advertising isn’t just simply a ‘necessary evil’ but a ‘necessary elixir of life’ for the media business, the economy and capitalism as a whole. Advertising and mass media economic interests create ideology. Knoche describes advertising for products and brands as ‘the producer’s weapons in the competition for customers’ and trade advertising, e. g. by the automotive industry, as a means to collectively represent their interests against other groups, such as the train companies. In his view editorial articles and programmes in the media, promoting consumption in general, provide a ‘cost free’ service to producers and sponsoring for a ‘much used means of payment’ in advertising.[29] Christopher Lasch argues that advertising leads to an overall increase in consumption in society; “Advertising serves not so much to advertise products as to promote consumption as a way of life.”[30]
[edit] Advertising and constitutional rights
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Advertising is equated with constitutionally guaranteed freedom of opinion and speech.[31] Therefore criticizing advertising or any attempt to restrict or ban advertising is almost always considered to be an attack on fundamental rights (First Amendment in the USA) and meets the combined and concentrated resistance of the business and especially the advertising community. “Currently or in the near future, any number of cases are and will be working their way through the court system that would seek to prohibit any government regulation of … commercial speech (e. g. advertising or food labelling) on the grounds that such
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regulation would violate citizens’ and corporations’ First Amendment rights to free speech or free press.”[32] An example for this debate is advertising for tobacco or alcohol but also advertising by mail or fliers (clogged mail boxes), advertising on the phone, in the internet and advertising for children. Various legal restrictions concerning spamming, advertising on mobile phones, addressing children, tobacco, alcohol have been introduced by the US, the EU and various other countries. Not only the business community resists restrictions of advertising. Advertising as a means of free expression has firmly established itself in western society. McChesney argues,
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outdoor advertising
Radio advertising
Radio advertising is a form of advertising via the medium of radio.
Radio advertisements are broadcasted as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the obvious limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage
[edit] Print advertising
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Print advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of print advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service.
[edit] Online advertising
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Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.
[edit] Billboard advertising
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Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.
[edit] Mobile billboard advertising The RedEye newspaper advertised to its target market at North Avenue Beach with a sailboat billboard on Lake Michigan.
Mobile billboards are truck- or blimp-mounted billboards or digital screens. These can be dedicated vehicles built solely for carrying advertisements along routes preselected by clients, or they can be specially-equipped cargo trucks. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements.
Mobile displays are used for various situations in metropolitan areas throughout the world, including:
Should Advertising Agencies Be Called Advertising Agencies?
Should Agencies Be Called Agencies?
by
Mike Carlton
What’s In a Name?
Juliet, in Shakespeare’s Romeo and Juliet proclaimed; “What’s in a name? That which we call a rose by any other name would smell as sweet.”
At a recent management meeting the American Association of Advertising Agencies announced that henceforth it would be officially called by its long-standing acronym, the “4As.”
In a stroke, the venerable industry association, which since 1917 has ably represented the interests of advertising agencies, was removing the words “advertising agencies” from its name.
Is this rebranding just an effort to simplify its handle? Or is it a reflection of more profound underlying changes in the marketplace?
Has the name “advertising agency” lost its relevance? And if so, by what name should they be called?
Definitions
My 30 year old desk dictionary has this definition:
“An advertising agency is a business that creates and issues advertising for its clients.”
That’s it. Pretty simple. And probably quite appropriate for its time.
Today, Wikipedia has an expanded definition:
“An advertising agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. An agency can also handle overall marketing and branding strategies and sales promotion.”
And then, continuing under the heading of Advertising Agencies, Wikipedia goes on for six more pages defining; Full-Service Agencies, Limited-Service Agencies, Specialist Advertising Agencies, Interactive Agencies, Search Engine Agencies, Social Media Agencies and a bunch of more kinds of agencies.
But, perhaps not surprisingly, they keep Public Relations Firms, Direct Marketing Firms, Branding Agencies, Design Firms each under their own separate headings. Not connected at all to the Advertising Agency heading.
And what’s more, Wikipedia does not have separate listings at all for Market Communications Firms, Integrated Agencies, Digital Advertising Agencies, Creative Collaboratives, Idea Factories or Marketing Architecture Firms.
(note: if you use one of these descriptions you might want to consider staking out that real estate on Wikipedia).
Obviously, agencies have a big category mess on their hands. No, maybe it is more like a category train wreck. What was quite clear and simple a few decades ago has fragmented in to a whole bunch of disparate and often overlapping pieces.
Misleading Advertising
Introduction
The issue chosen for discussion is misleading advertising. Marketers are constantly looking for ways in which they can sell their commodities at a profit as some of them may employ ethical mechanisms to do so but others may resort to questionable methods. In response to this, a number of stakeholders in the Australian marketing scene have laid out some policies to prevent unethical marketing through misleading advertising.
These issues shall be examined in depth in subsequent portions of the paper. However, these regulations may not eradicate all cases of misleading advertisement as will be highlighted through newspaper reports, journal articles etc. An overall conclusion will be given on the condition of misleading advertising in Australia and what can be done to curb such practices.
Why tackling misleading advertisement is important for business and society
Advertisements are a crucial aspect of any type of business because they promote products or let the public know about them. Consequently, when this route is exploited by unscrupulous businesses persons to mislead the public, then it may destroy the very image of advertising. When that occurs, the public may loose faith in advertising in general and this may hinder sales for vast numbers of companies. (Australian Competition and Consumer Commission, 2008)
It should be noted that the public can loose faith in advertising if they discover that large numbers of businesses are engaging in misleading advertisement. However, if the public or any other stakeholder fails to detect this, then it allows dishonest business men to offer promotions that they cannot deliver or to sell commodities that cannot function in the manner that they were supposed to. Consequently, this influences the consumer who may be affected either physically, psychologically or emotionally by this misconceptions. Aside from that, it is the right of the consumer to get value for his money. Misleading advertisement breaks the 1974 Trade and Practices ACT which requires that all advertisements be conducted in a manner that ensures fair-play so as to offer consumers due protection. (Chaples, 2007)
Additionally, misleading advertising is of interest to the country as a whole because if allowed to continue, then it would deteriorate the country’s business environment. Unscrupulous businesses would sell at the same level as honest businesses and this would violate marketing principles. Eventually, the overall marketing climate or the country’s economy may even begin to decline.
Desktop Advertising Explained
Online Advertising
With the advent of the internet, advertisers have found a cost effective and instant method of communication. It is now easy to reach a large number of people situated in different corners of the world at any given time using online advertising techniques. India is also warming up to internet advertising and it is estimated that by 2010, 10% of its total advertising spend will be on online advertising methods, which comes out to be Rs. 3600 Crores*. Interesting to note here is that only 7% of the Indian population has internet access as of now.
Conventional methods of online advertising such as e-mail marketing, search engine marketing, banners on websites, etc are so far being used widely. For a user to come across one of these advertisements, they have to either visit a webpage or search for a keyword and relevant advertisements are displayed to them.
What if these online advertisements could impact the user at the first point of interaction with the internet, that is, right at the desktop of the user? Without the user having to do any activity to trigger the advertisement and without causing any irritation to the user. This is where the challenge of Desktop Advertising comes in.
Desktop Advertising
To put it simply, desktop advertising is advertising straight on the users desktop by means of a simple installable application. The advertisements run on the desktop background or as a widget in one corner of the screen and do not come in the way of the users work.
There is tremendous scope for desktop advertising. It is still at its nascent stage, at least in India. What online advertising eventually does is bring down the cost of usage for the end-user. Most web services run free of cost because of advertising. We get access to high quality information, can watch and upload our favourite videos, save pictures on virtual webspace, send instant emails, get accurate and instant search results for free because of advertising displayed on the pages. To bring advertisements to the desktop means that ultimately the cost of running the internet itself can be brought down tremendously.
Different from Adware
The Important Role of Offline Promotional Campaign
Many people regard online promotional campaign the most effective method to promote their business. This conception emerges because there is almost no one in the world that doesn’t know about internet. Therefore, by encouraging online promotional endeavors, they can make sure that their business influence can be disseminated to all people living in the world and their hope to persuade more people to become their prospective clients can be more possibly realized. Nevertheless, such conception becomes less popular nowadays because there have been an enormous number of business parties who are currently using internet as their promotional media. Such stringent competition forces them to go back to the classic method of advertising campaign using printed media, especially brochures. If you are a new businessman who has just established his business, you should never underestimate the role of offline advertising campaign because although it may not be able to inform the whole worldwide population, it may be able to give you much more effective promotional outcome, especially if you hire a professional custom brochure printing company to assist you.
There are several aspects in which offline promotional campaign can be much more advantageous than online one. It has been mentioned earlier that there is a stringent competition in online promotional endeavors. This competition not only makes it harder for you to accomplish your online campaign, but also makes it is almost impossible to make the observers of your online advertisements to be more focus on reading your advertisements because your advertisements will be placed beside the other tens to hundreds of advertisements.
If you use printed media to streamline your promotional efforts, the result can be different because when people read your brochures, they will only find your own promotional messages in them so you can always make sure that your brochure readers are reading your brochure with complete eagerness. Therefore, if you want to enhance your promotional campaign, it is recommended that you take the accomplishment of beautifully designed tri fold brochure printing into your consideration.
Advertisement An Inspiration For Marketers
ADVERTISEMENT AN INSPIRATION FOR MARKETERS
Advertisement is a mass communication of information intended to persuade buyers to by products with a view to maximizing a company’s profits. Advertising has become so integral part of our life & society that we cannot imagine any event, Newspaper, magazine, TV serial, Cinema etc. without advertising.
Advertising is a vital marketing tool as well as powerful communication medium. The basic objective of any advertisement is to stimulate sales, direct or indirect by trying to make tall claims about product Performance.
THE ESSENTIALS OF ADVERTISING:
It is a mass communication reaching a large group of consumers.
It makes mass production possible.
It is non-personal communication, for it is not delivered by an actual person, nor is it addressed to a specific person.
It is a commercial communication because it is used to help assure the advertiser of a long business life with profitable sales.
Advertising can be economical, for it reaches large groups of people. This keeps the cost per message low.
The communication is speedy, permitting an advertiser to speak to millions of buyers in a matter of a few hours.
Advertising is recognized communication.
INCLUDED IN ADVERTISING
The information in an advertisement should benefit the buyers. It should give them a more satisfactory expenditure of their rupees.
It should suggest better solutions to their problems.
The content of the advertisement is within the control of the advertiser, not the mediAdvertising without persuasion is ineffective. The advertisement that fails to influence anyone, either immediately or in the future is a waste of money.
The function of advertising is to increase the profitable sales volume.
FORMS OF MESSAGES:
Newspapers and magazines;
On radio and television broadcasts;
Circular of all kinds, (whether distributed by mail, by person, thorough tradesmen, or by inserts in packages);
Dealer help equipment
Window display and counter – display materials and hard work;
Store signs, motion pictures used for advertising,
Novelties behavior advertising messages and mark of the advertiser,
Label stags and other literature accompanying the merchandise.
EXCLUDED FROM ADVERTISING
Advertising is not an exact science. An advertiser’s circumstances are never identical with those of another; he cannot predict with accuracy what results his future advertising efforts will produce.
Two Latest Avenues of OOH Advertising in India
It is a brand conscious world today. Advertising provides a huge impact in the brand marketing activities. Various channels of advertising provide brand information to customers through rich and customized advertising mediums. With a boom in technological sector, outdoor advertising India has set various milestones in out of home brand promotion modes. Assuring more name and fame of advertised brand, OOH Advertising is quite an effective mode of brand promotion. In this article, let us have a look at two latest avenues of out of home advertising.
Outdoor advertising practices are expanded to many more avenues at present. OOH ads are not restricted to conventional modes such as billboard advertising, poster advertising, hoardings, lamp posts etc. Billboard advertising is still in vogue but most of the billboard ads are now digitalised. Kudos to various technological innovations which have brought about innovative and dramatic changes in various OOH Advertisingpractices. In the following paragraphs, find out the two latest avenues of outdoor advertising in India.
Best Medium of Brand Adverting
Advertising is an activity of brand promotion which aims at enhancing sales of the advertised product or brand. Though advertising cannot guarantee sales of the particular product, an ad campaign helps a great deal in generating awareness amongst the target groups and in providing valuable brand information to customers. There are various mediums of brand advertising. It depends upon the promotion requirements of the brand or the choice of the brand owner to adopt a relevant medium of advertising his brand. Some commonly adopted mediums of brand advertising are listed below. Take a look-
Airport Advertising
Brand promotion at airport areas is one of the in demand avenues ofOOH Advertising in India. Airport Advertising is considered posh as well as superior mode of providing brand message to the target groups. Airport Advertisingis currently rated amongst the top revenue drawing practices of OOHAdvertisingin India. The launches of various airports further open pools of opportunities for various airport advertisers.
Why Airport Advertising?
- Airport ads provide a posh look to audiences and are considered as a premium mode of brand promotion
- Airport ads provide a larger than life impact on customers
- Airport ads target people who have spending capacities
- Most of the posh brands use airport media for promotion
Mall Advertising India