Advertising
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
Flyer Printing – The Ultimate Guide to Flyers & Print Advertising
Print advertisements, such as color flyers, continue to generate cash flow and develop new revenue streams for virtually every industry. Every business that has developed into an industry leader over the last several decades, did so by utilizing key concepts in advertising that have evolved from very humble beginnings. Not all advertising works, so it is extremely important to understand how ads work, why some succeed while others fail, and what your ads should consist of to generate the maximize ROI.
The Birth of Modern Advertising:
Although there were always market vendors from the early days of ‘civilization’ who would stand in the marketplace ‘crying’ their wares, it wasn’t until the advent of the printing press that printed advertising as we know it today came into being. In the very beginning, advertising was nothing more than a single line of copy in the newspaper that perhaps listed the product, the price and a very simple description. Among scholars, it is held that this form of printed advertising first appeared somewhere in the latter part of the 17th century. As time went on, and as the technology of printing progressed, color was added and at some point simple graphics evolved into photographic images.
For the next almost 200 years printed advertising remained pretty much the same. A single line of copy or perhaps a small block of text was all that consumers were likely to see in their local papers. That is until Thomas Barratt, who married into the family of the famous Pears Soap Empire, decided to launch an aggressive advertising campaign to promote their product to the rising middle class who finally had buying power. In the beginning, Pears Soap had been marketed to a small portion of the population, the elite who could afford an expensive, handcrafted scented soap that was suitable for their ivory complexions. Now that the working middle class was a viable market, and knowing that he had to ‘reach’ them in order to keep his family business afloat, Barratt set about formulating a marketing strategy that would reach the masses. They revamped their production lines in order to make Pears Soap affordable to the average consumer and set about developing an aggressive marketing campaign to reach that demographic. Thomas Barratt is famous for his cherubic children in the Pears Soap advertisements, many of which we still recognize to this very day. Because of his aggressive marketing strategies and innovative use of print, he is often considered to be the “Father of Modern Advertising.”
The Top Five Secrets To Advertising Strategies – Starting With Your First Ad
1) promote awareness of a business and its product or services;
2) stimulate sales directly and “attract competitors’ customers”; and
3) establish or modify a business’ image. In other words, advertising seeks to inform, persuade, and remind the consumer. With these aims in mind, most businesses follow a general process which ties advertising into the other promotional efforts and overall marketing objectives of the business.
An advertising strategy is a campaign developed to communicate ideas about products and services to potential consumers in the hopes of convincing them to buy those products and services. This strategy, when built in a rational and intelligent manner, will reflect other business considerations (overall budget, brand recognition efforts) and objectives (public image enhancement, market share growth) as well. Even though a small business has limited capital and is unable to devote as much money to advertising as a large corporation, it can still develop a highly effective advertising campaign. The key is creative and flexible planning, based on an in-depth knowledge of the target consumer and the avenues that can be utilized to reach that consumer.
STAGES OF ADVERTISING STRATEGY
As a business begins, one of the major goals of advertising must be to generate awareness of the business and its products. Once the business’ reputation is established and its products are positioned within the market, the amount of resources used for advertising will decrease as the consumer develops a kind of loyalty to the product. Ideally, this established and ever-growing consumer base will eventually aid the company in its efforts to carry their advertising message out into the market, both through its purchasing actions and its testimonials on behalf of the product or service.
Essential to this rather abstract process is the development of a “positioning statement, a positioning statement explains how a company’s product (or service) is differentiated from those of key competitors. With this statement, the business owner turns intellectual objectives into concrete plans. In addition, this statement acts as the foundation for the development of a selling proposal, which is composed of the elements that will make up the advertising message’s “copy platform.” This platform delineates the images, copy, and art work that the business owner believes will sell the product.
Advertising
Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC.[4] History tells us that Out-of-home advertising and billboards are the oldest forms of advertising.
As the towns and cities of the Middle Ages began to grow, and the general populace was unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers (town criers) to announce their whereabouts for the convenience of the customers.
As education became an apparent need and reading, as well as printing, developed advertising expanded to include handbills. In the 17th century advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press; and medicines, which were increasingly sought after as disease ravaged Europe. However, false advertising and so-called “quack” advertisements became a problem, which ushered in the regulation of advertising content.
As the economy expanded during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to the growth of mail-order advertising.
In June 1836, French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney Palmer established a predecessor to advertising agencies in Boston.[5] Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers. N. W. Ayer & Son was the first full-service agency to assume responsibility for advertising content. N.W. Ayer opened in 1869, and was located in Philadelphia.[5]
effectiveness of advertisement
Advertisement is a communication whose purpose is to inform potential customers about products and services and how to use and obtain them. Every major medium is used to deliver these messages, including: television, radio, movies, magazines, newspapers, and internet. It is often placed by an advertising agency on behalf of a company. Advertisement influence our lives in many unsuspecting ways because of rapid changes in the macro environment. These days advertising is regarded as ‘a paid form of non-personal presentation of ideas, goods and services by an identified sponsor Testing or evaluation of advertising effectiveness refers to the managerial exercise aimed at relating the advertising results to the established standards of performance and objectives so as to assess the real value of the advertising performance. This evaluation exercise is also known as the advertising research. It is a research activity undertaken to measure the worth of the specific elements of an advertisement or the aspects of entire advertising programme. It is an attempt to know whether the message designed properly has reached the greatest number of prospects at the least practical cost. There are various types of media use for advertising these are: print media, electronic media etc. Of all the media, newspaper is considered as the backbone of advertising programme as it has continued to remain the most powerful message carrier. Of the total space, 45 percent goes to advertisements in form or the other and rest for textual matter.
Television is the youngest, glamorous and highly specialized as it provides -1-
scientific synchronization of sound, light, motion, co lour and immediacy that no other medium does except film. Colour transmission started in 1982 on the eve of ASIAD-82. It is state owned and controlled and is known as DOORDARSHAN. The telecasting system based on coverage is of two types namely, V.H.F. and U.H.F. the latest one is C.A.T.V. which means Community Antenna Television System. Now it is better known as Cable Television.
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Need of the Study
Considering a career in Design? Artifact Advertising designers give some insight?
“I realized Graphic Design is an easier way to pay the bills – as opposed to being a starving artist contemplating slicing off and eating your own ear”
Why do many artistically talented people end up as Graphic Designers instead of artists and was it a good career choice for them? We spoke to the design team at Artifact Advertising to get some entertaining insights about their graphic design careers…
What is the thing you love most about design and being a designer?
A: Coming up with a concept and having creative freedom. Doing my own designs. (when I get a free moment).
B: Exploring new ideas! You love to hear that your client is happy with what you have done.
I enjoy designing corporate identities the most…I really enjoy that!
C: Definitely being creative, seeing design differently to the average Joe and finding it’s something that ‘feeds your soul’… and of course coming to work in slippers if I really wanted to
D: The challenge of a difficult brief, coming up with something fresh.
Are there any designers that inspire you?
A: Oh yes! I love browsing www.thedieline.com. Looking at all these designs always gives me a kick!
My favourite, favourite South African designers must be Louis Minnaar www.louisminnaar.com and Anthony Dart www.ontwerp.tv
B: Yes! And I love the site “Behance”, where they showcase other designers. I just love the creativity and new ways of thinking!
C: There is an illustrator and designer that I absolutely love – Rachel Riordan.
D: Designers like Charles S Anderson, Daniel Palavin, Neville Brody, Louise Fili, Paula Scher and Adolphe Mouron Cassandre Inspire me every day.
What are the design trends at the moment and how have these changed over the years?
A: Hand drawn and 3D fonts, and of course textures and retro shapes. Mmm, they kind of change a bit each year, so I can’t tell – that’s what makes it so exciting!
B: The saying “less is more!” Now design is neater and not too busy, more vectors and illustrations are being introduced than the past.
C: I personally like clean, flat colours (no drop shadows). The “vintage” look is very big at the moment with website design, with natural textures.
Clover Advertising Ltd: Outsourcing solutions that pass market tests
Direct marketing is all about delivering smart solutions to its clients and Clover Advertising Ltd has smart marketing solutions that pass marketing tests.
The biggest test faced by a direct marketing company is the adaptability to the changes. Whenever there is a change in customer preference or market condition; business is automatically affected. The company that keep an eye on the slightest change and identify the impact thinks of an alternative solution. Such alternative solutions are known as proactive solutions which are a perfect blend of such marketing solutions that have been succeeded through the years of marketing experience of the team.
Clover Advertising Ltd provides promotional services to large corporate companies. The marketing solutions that meet international standards keep up the stand of the company to successfully acquire large volumes of customers and increasing their profit. Founded by Gareth Byrne, Clover stands out with its innovative and personalised marketing solutions to the clients. Apart from providing promotional services to large corporate companies and increasing their markets share and brand image, the company also imparts knowledge to the customers. Direct marketing is well poised to be one of the most potent means of marketing in today’s world of business. The brain storming sessions and meetings arranged to develop your personality and team spirit makes the company thrive in a different sway. The effort put forth by the team leaders to chart out business development programmes open up the possibilities of growth that are virtually endless. The dynamic sales representatives are given a whole lot of opportunities for self development leading to the company’s growth.
No matter whether your business interest is in Telecommunication, Financial Services, Charities and Sports and Entertainment, Clover Advertising takes your product or services to heights of excellence by offering tailor-made marketing strategies. With exposure coupled up with experience and creativity Clover Advertising has become one of the leading direct marketing companies throughout the UK.
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Oracle Advertising is committed to excellence
Oracle Advertising is committed to excellence and strives to work wonders with its dedication, passion and team-work. Launched in 2005 in Manchester City Centre, the company now works in ten cities and has 12 companies affiliated to it.
Oracle Advertising, launched as a result of the efforts of Ali Mir, a dynamic marketing professional, works with a team of ambitious and motivated individuals who deliver various services for clients. Ali Mir Ahmed, an alumnus of Kings School Macclesfield, launched the company after his successful stint with some leading business houses. His intention was to provide customer-centric service. As the Managing Director of the company, he shares his experience with wannabe marketing leaders in his company and tries to win customer confidence. He has moulded his company into one that provides service to all kind of businesses; small and medium. The agency also works as consulting company and chalks out better solutions to companies with similar demands.
When Ali Mir founded Oracle Advertising, he was thinking of being creative and meeting the level of customer’s expectation. With his strong PR and marketing skills, Ali Mir could do wonders with his company. His company now renders superior service and is going places. Clients get the most mileage for their products and services while customers too are satisfied. It’s direct relations that the company maintains with clients as well as customers. It’s a rapport well established and well-maintained and the results hence are always outstanding, and immediate too. Innovative strategies, effective marketing techniques and experimental modes of marketing make the company much different from usual marketing concerns. Moreover, with Ali Mir in charge of affairs at the top, things are destined to go great always, for the company and all clients associated with it.
Oracle Advertising also works wonders in the employment sector, providing opportunities for people who want more out of a career than what a normal nine-to-five job
Customer breaks up with advertising
ADVERTISING AND SALES PROMOTION
ADVERTISING AND SALES PROMOTION
Abstract
Advertising is the dissemination of information by non-personal means through paid media where the source is the sponsoring organization. The messages carried in-medias. Advertising objectives serve as guidelines for the planning and implementation of the entire advertising programme. It helps the consumer to save their time in purchases.
It helps the manufacturer sell their products. The relation between wholesalers and retailers is improved through advertising. Sales promotion consists of diverse collection of incentive tools, mostly short-term designed to Sales promotion tools vary in their specific objectives. A free sample. Stimulates consumer trial, while a free management advisory service comments a long-term relationship with a retailer stimulates quicker and / or greater purchase of a particular product by consumers or the trade. Rationale of sales promotion may be analyses for Short-term results, Competitive Pressure, Buyers’ expectations, Low quality of retail selling. There is wide acceptance that sales promotion is one of the most mismanaged of all marketing functions. The report contained advantages, purpose of advertising and sales promotion. It also discussed rationale, plan preparation, integrating and planning advertising and sales promotion
INTRODUCTION
Adverting is only one element of the promotion mix, but it often considered prominent in the overall marketing mix design. Its high visibility and pervasiveness made it as an important social and encomia topic in Indian society. Promotion may be defined as “the co-ordination of all seller initiated efforts to set up channels of information and persuasion to facilitate the scale of a good or service. Promotion is most often intended to be a supporting component in a marketing mix. Promotion decision must be integrated and co-ordinated with the rest of the marketing mix, particularly product/brand decisions, so that it may effectively support an entire marketing mix strategy. The promotion mix consists of four basic elements. They are:-
1. Advertising
2. Personal Selling
3. Sales Promotion, and
4. Publicity
1. Advertising is the dissemination of information by non-personal means through paid media where the source is the sponsoring organization.
2. Personal selling is the dissemination of information by non-personal methods, like face-to-face, contacts between audience and employees of the