Upload
harshit-nahar
View
227
Download
0
Embed Size (px)
Citation preview
8/2/2019 Advertisement Media and Appeals
1/42
A
Seminar Report
On
ADVERTISING MEDIA & APPEALS
(The report on Seminar on Contemporary Management Issues,
submitting towards the partial fulfilment for the award of MBA degree)
By:LOKENDRA SINGH
MBA Part I Semester II
RTU Roll No. MB07108054
Under the supervision of:
Mr. S. Shyam Prasad(Associate Dean)
Submitted to:
IILM Academy of Higher Learning35/95, Khumbha Marg , Sector 10,
Pratap Nagar, Sanganer,
Jaipur 302030
Institute for IntegratedLearning in Management
8/2/2019 Advertisement Media and Appeals
2/42
CONTENTS
Sr.No. Title Page No.
1. ACKNOWLEDGEMENT 1
2 INTRODUCTION 2
3 WHAT IS ADVERTISING ? 3
4 OBJECTIVES OD ADVERTISING 4
5 INPORTANCE OF ADVERTISING 5
6 TYPES OF ADVERTISING 6
7 HOW TO USE THEM ? 14
8 ADVERTISING MEDIA 18
9 PRINT MEDIA 20
10 ELECTRONIC MEDIA 24
11 ADVERTISING APPEALS 30
12 TYPES OF APPEALS 30
13 RATIONAL APPEAL 30
14 EMOTIONAL APPEAL 33
15 MORAL APPEAL 37
16 CONCLUSION 38
17 REFERANCES 39
18 BIBLIOGRAPHY 40
8/2/2019 Advertisement Media and Appeals
3/42
ACKNOWLEDGEMENT
On this modest endeavour, its our moral duty to acknowledge with a deep sense of
gratitude, the valuable help and encouragement rendered to us by one and all. I would
like to thanks all the staff of IILM- Academy of Higher Learning, Jaipur, without
whose valuable guidance, enormous patience and constant encouragement, this work
would not have been possible.
Is incredibly to express emotions on paper and words are a poor recompense for
the fevers recurred. I express my deep sense of gratitude to Mr. S. Shyam Prasad,
Associate Dean, IILM-AHL, for his keen interest and valuable guidance from time to
time, which has helped us immensely in developing the seminar to its present form.
I would also like to give thanks to my Family members and to all my friends at
IILM-AHL, who gave their valuable time to me and spread their best help in this
seminar work.
LOKENDRA SINGH
(MBA Part-I, Semester II)
8/2/2019 Advertisement Media and Appeals
4/42
Introduction
Advertising is defined in Webster's dictionary "as the action of calling something to the
attention of the public especially by paid announcements, to call public attention by
emphasizing desirable qualities so as to arouse a desire to buy or patronize: promote."
Advertising is a mass-mediated communication. For communication to be classified as
advertising it must be:
1) Paid for,
2) Delivered to an audience via mass media, and
3) Be attempting to persuade.
In order to persuade, or be effective the advertisement must communicate to the
audience the message it wants to relay. If for example, the advertisement is trying to
sell a particular product than it must persuade the audience that for whatever functional
or emotional reason they need to purchase the product.
Not only must the advertisement effectively communication the desired message, but
the individual audience must be willing to "buy into" the desired message. In other
words, for the advertisement to be effective, the communication must be sent and
received. Advertising is a two way communication process.
The individual recipient is capable of interpreting the advertisement any way he/she
wants. The individual should realize that they have the ability and the power to interpret
the advertisement any way they so choose. They can either accept the message, ignorethe message or rally against the message. As a matter of fact, the consumer has more
power than they often realize to dictate what is communicated and what is not.
What is Advertising ?
8/2/2019 Advertisement Media and Appeals
5/42
The American Marketing Association , Chicago, defines Advertising
as,Any, paid form of non-personal presentation of ideas, goods and
services by an identified sponsor.
Advertising is a form of communication whose purpose is to inform potential
customers about products and services and how to obtain and use them. Many
advertisements are also designed to generate increased consumption of those products
and services through the creation and reinforcement of brand image and brand loyalty.
For these purposes advertisements often contain both factual information and
persuasive messages. Every major medium is used to deliver these messages, including:
television, radio, movies, magazines, newspapers, video games, the Internet, and
billboards. Advertising is often placed by an advertising agency on behalf of a
company.
Advertisements can also be seen on the seats of grocery carts, on the walls of an airport
walkway, on the sides of buses, heard in telephone hold messages and in-store public
address systems. Advertisements are usually placed anywhere an audience can easily
and/or frequently access visuals and/or audio and print
Organizations which frequently spend large sums of money on advertising but do not
strictly sell a product or service to the general public include:political parties , interest
groups, religion-supporting organizations, and militaries looking for new recruits.
Additionally, some non-profit organizations are not typical advertising clients and rely
upon free channels, such aspublic service announcements.
While advertising can be seen as necessary foreconomic growth, it is not without social
costs. Unsolicited Commercial Email and other forms ofspam have become soprevalent as to have become a major nuisance to users of these services, as well as
being a financial burden on internet service providers. Advertising is increasingly
invading public spaces, such as schools, which some critics argue is a form of child
exploitation.
Objectives of Advertising
http://en.wikipedia.org/wiki/Public_addresshttp://en.wikipedia.org/wiki/Public_addresshttp://en.wikipedia.org/wiki/Political_campaignhttp://en.wikipedia.org/wiki/Interest_grouphttp://en.wikipedia.org/wiki/Interest_grouphttp://en.wikipedia.org/wiki/Religion-supporting_organizationhttp://en.wikipedia.org/wiki/Militaryhttp://en.wikipedia.org/wiki/Non-profit_organizationhttp://en.wikipedia.org/wiki/Public_service_announcementshttp://en.wikipedia.org/wiki/Economic_growthhttp://en.wikipedia.org/wiki/Social_costhttp://en.wikipedia.org/wiki/Social_costhttp://en.wikipedia.org/wiki/Unsolicited_Commercial_Emailhttp://en.wikipedia.org/wiki/Spam_(electronic)http://en.wikipedia.org/wiki/Internet_service_providershttp://en.wikipedia.org/wiki/Public_addresshttp://en.wikipedia.org/wiki/Public_addresshttp://en.wikipedia.org/wiki/Political_campaignhttp://en.wikipedia.org/wiki/Interest_grouphttp://en.wikipedia.org/wiki/Interest_grouphttp://en.wikipedia.org/wiki/Religion-supporting_organizationhttp://en.wikipedia.org/wiki/Militaryhttp://en.wikipedia.org/wiki/Non-profit_organizationhttp://en.wikipedia.org/wiki/Public_service_announcementshttp://en.wikipedia.org/wiki/Economic_growthhttp://en.wikipedia.org/wiki/Social_costhttp://en.wikipedia.org/wiki/Social_costhttp://en.wikipedia.org/wiki/Unsolicited_Commercial_Emailhttp://en.wikipedia.org/wiki/Spam_(electronic)http://en.wikipedia.org/wiki/Internet_service_providers8/2/2019 Advertisement Media and Appeals
6/42
Advertising objectives are the communication tasks to be accomplished with specific
customers that a company is trying to reach during a particular time frame. A company
that advertises usually strives to achieve one of five advertising objectives: Information,
trial, continuity, brand switching, and switchback. Which of the five advertising
objectives is selected usually depends on where the product is in its life cycle.
1 Information Advertising can be used to inform customers of changes that take place
in existing products. Details about the product play a prominent role in advertising. In
fact, a very large percentage of product-oriented advertising includes some mention of
features and benefits offered by the marketers product
2 Trial The purpose of the trial objective is to encourage customers to make an initialpurchase of a new product. Companies will typically employ creative advertising
strategies in order to cut through other competing advertisements. The reason is simple:
Without that first trial of a product by customers, there will not be any repeatpurchases.
3 Continuity It is a strategy to keep current customers using a particular product.
Existing customers are targeted and are usually provided new and different information
about a product that is designed to build consumer loyalty.
4 Brand Switching Companies adopt brand switching as an objective when they want
customers to switch from competitors' brands to their brands. A common strategy is for
a company to compare product price or quality in order to convince customers to switch
to its product brand.
5 SwitchbackCompanies subscribe to this advertising objective when they want to get
back former users of their product brand. A company might highlight new product
features, price reductions, or other important product information in order to get former
customers of its product to switchback.
Importance of Advertising
Spending on advertising is huge. One often quoted statistic by market research firmZenith Optimedia estimates that worldwide spending on advertising exceeds (US) $400
http://www.answers.com/topic/switchbackhttp://www.answers.com/topic/peathttp://www.answers.com/topic/switchbackhttp://www.answers.com/topic/peat8/2/2019 Advertisement Media and Appeals
7/42
billion. This level of spending supports thousands of companies and millions of jobs.
In fact, in many countries most media outlets, such as television, radio and newspapers,
would not be in business without revenue generated through the sale of advertising.
While worldwide advertising is an important contributor to economic growth,
individual marketing organizations differ on the role advertising plays. For some
organizations little advertising may be done, instead promotional money is spent on
other promotion options such a personal selling through a sales team. For some smaller
companies advertising may consist of occasional advertisement and on a very small
scale, such as placing small ads in the classified section of a local newspaper.
But most organizations, large and small, that rely on marketing to create customerinterest are engaged in consistent use of advertising to help meet marketing objectives.
This includes regularly developing advertising campaigns, which involve a series of
decisions for planning, creating, delivering and evaluating an advertising effort.
Advertising has taken many different forms since the beginning of time. For instance,
archaeologists have uncovered walls painted in Rome announcing gladiatorfights as
well as rock paintings along Phoenician trade routes used to advertise wares. From this
early beginning, advertising has evolved to take a variety of forms and to permeate
nearly every aspect of modern society. The various delivery mechanisms for advertising
include banners at sporting events, billboards, Internet Web sites, logos on clothing,
magazines, newspapers, radio spots, and television commercials. Advertising has so
permeated everyday life that individuals can expect to be exposed to more than 1,200
different messages each day. While advertising may seem like the perfect way to get a
message out, it does have several limitations, the most commonly noted ones being its
inability to (1) focus on an individual consumer's specific needs, (2) provide in-depth
information about a product, and (3) be cost-effective for small companies.
Types of Advertising
Advertising can take a number of forms, including advocacy, comparative, cooperative,
direct-mail, informational, institutional, outdoor,persuasive, product, reminder, point-
of-purchase, specialty advertising, covert advertising.
http://www.answers.com/topic/gladiatorhttp://www.answers.com/topic/permeatehttp://www.answers.com/topic/persuasivehttp://www.answers.com/topic/gladiatorhttp://www.answers.com/topic/permeatehttp://www.answers.com/topic/persuasive8/2/2019 Advertisement Media and Appeals
8/42
1 Advocacy Advertising:
Advocacy advertising is normally thought of as any advertisement, message, or public
communication regarding economic, political, or social issues. The advertising
campaign is designed to persuade public opinion regarding a specific issue important in
the public arena. The ultimate goal of advocacy advertising usually relates to the
passage of pending state or federal legislation. Almost all nonprofit groups use some
form of advocacy advertising to influence the public's attitude toward a particular issue.
One of the largest and most powerful nonprofit advocacy groups is the American
Association of Retired Persons (AARP). The AARP fights to protect social programs
such as Medicare and Social Security for senior citizens by encouraging its members to
write their legislators, using television advertisements to appeal to emotions, and
publishing a monthly newsletter describing recent state and federal legislative action.
Other major nonprofit advocacy groups include the environmental organization Green-
peace, Mothers Against Drunk Driving (MADD), and the National Rifle Association
(NRA).
2 Comparative Advertising:
Comparative advertising compares one brand directly or indirectly with one or more
competing brands. This advertising technique is very common and is used by nearly
every major industry, including airlines and automobile manufacturers. One drawback
of comparative advertising is that customers have become more sceptical about claimsmade by a company about its competitors because accurate information has not always
8/2/2019 Advertisement Media and Appeals
9/42
been provided, thus making the effectiveness of comparison advertising questionable.
In addition, companies that engage in comparative advertising must be careful not to
misinform the public about a competitor's product. Incorrect or misleading information
may trigger a lawsuit by the aggrieved company or regulatory action by a governmental
agency such as the Federal Trade Commission (FTC).
3 Cooperative Advertising:
Cooperative advertising is a system that allows two parties to share advertising costs.
Manufacturers and distributors, because of their shared interest in selling the product,
usually use this cooperative advertising technique. An example might be when a soft-
drink manufacturer and a local grocery store split the cost of advertising themanufacturer's soft drinks; both the manufacturer and the store benefit from increased
http://www.answers.com/topic/misinformhttp://www.answers.com/topic/aggrievedhttp://www.answers.com/topic/misinformhttp://www.answers.com/topic/aggrieved8/2/2019 Advertisement Media and Appeals
10/42
store traffic and its associated sales. Cooperative advertising is especially appealing to
small storeowners who, on their own, could not afford to advertise the product
adequately.
4 Direct-Mail Advertising:
Catalogues, flyers, letters, and postcards are just a few of the direct-mail advertising
options. Direct-mail advertising has several advantages, including detail of information,
personalization, selectivity, and speed. But while direct mail has advantages, it carries
an expensive per-head price, is dependent on the appropriateness of the mailing list, and
is resented by some customers, who consider it "junk mail."
5 Informational Advertising: In informational advertising, which is used when a new
product is first being introduced, the emphasis is on promoting the product name,
benefits, and possible uses. Car manufacturers used this strategy when sport utility
vehicles (SUVs) were first introduced.
8/2/2019 Advertisement Media and Appeals
11/42
6 Institutional Advertising:
Institutional advertising takes a much broader approach, concentrating on the benefits,
concept, idea, or philosophy of a particular industry. Companies often use it to promote
image-building activities, such an environmentally friendly business practices or new
community-based programs that it sponsors. Institutional advertising is closely related
to public relations, since both are interested in promoting a positive image of the
company to the public. As an example, a large lumber company may develop an
advertising theme around its practice of planting trees in areas where they have just
been harvested. A theme of this nature keeps the company's name in a positive light
with the general public because the replanting of trees is viewed positively by mostpeople.
7 Outdoor Advertising:
Billboards and messages painted on the side of buildings are common forms of outdoor
advertising, which is often used when quick, simple ideas are being promoted. Sincerepetition is the key to successful promotion, outdoor advertising is most effective when
http://www.answers.com/topic/replanthttp://www.answers.com/topic/replant8/2/2019 Advertisement Media and Appeals
12/42
located along heavily traveled city streets and when the product being promoted can be
purchased locally. Only about 1 percent of advertising is conducted in this manner.
8 Persuasive Advertising:
Persuasive advertising is used after a product has been introduced to customers. The
primary goal is for a company to build selective demand for its product. For example,
automobile manufacturers often produce special advertisements promoting the safety
features of their vehicles. This type of advertisement could allow automobilemanufactures to charge more for their products because of the perceived higher quality
the safety features afford.
9 Product Advertising:
Product advertising pertains to non-personal selling of a specific product. An example
is a regular television commercial promoting a soft drink. The primary purpose of the
advertisement is to promote the specific soft drink,
not the entire soft-drink line of a company.
8/2/2019 Advertisement Media and Appeals
13/42
10 Reminder Advertising:
Reminder advertising is used for products that have entered the mature stage of the
product life cycle. The advertisements are simply designed to remind customers about
the product and to maintain awareness. For example, detergentpoducers spend a
considerable amount of money each year promoting their products to remind customers
that their products are still available and for sale.
11 Point-of-Purchase Advertising:
Point-of-purchase advertising uses displays or other promotional items near the product
that is being sold. The primary motivation is to attract customers to the display so that
they will purchase the product. Stores are more likely to use point-of-purchase displays
if they have help from the manufacturer in setting them up or if the manufacturer
provides easy instructions on how to use the displays. Thus, promotional items from
http://www.answers.com/topic/reminder-advertisinghttp://www.answers.com/topic/detergenthttp://www.answers.com/topic/reminder-advertisinghttp://www.answers.com/topic/detergent8/2/2019 Advertisement Media and Appeals
14/42
manufacturers who provide the best instructions or help are more likely to be used by
the retail stores.
12 Specialty Advertising:
Specialty advertising is a form of sales promotion designed to increase public
recognition of a company's name. A company can have its name put on a variety of
items, such as caps, glassware, gym bags, jackets, key chains, and pens. The value of
specialty advertising varies depending on how long the items used in the effort last.
Most companies are successful in achieving their goals for increasing public
recognition and sales through these efforts.
3 Covert advertising:
Covert advertising is when a product or brand is embedded in entertainment and media.
For example, in a film, the main character can use an item or other of a definitebrand,
as in the movieMinority Report, where Tom Cruise's character John Anderton owns a
phone with theNokia logo clearly written in the top corner, or his watch engraved with
theBulgarilogo. Another example of advertising in film is inI, Robot, where main
character played by Will Smith mentions his Converse shoes several times, calling them
http://www.answers.com/topic/glasswarehttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Minority_Report_(film)http://en.wikipedia.org/wiki/Minority_Report_(film)http://en.wikipedia.org/wiki/Tom_Cruisehttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Bulgarihttp://en.wikipedia.org/wiki/Bulgarihttp://en.wikipedia.org/wiki/I%2C_Robot_(film)http://en.wikipedia.org/wiki/Will_Smithhttp://en.wikipedia.org/wiki/Conversehttp://www.answers.com/topic/glasswarehttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Minority_Report_(film)http://en.wikipedia.org/wiki/Tom_Cruisehttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Bulgarihttp://en.wikipedia.org/wiki/I%2C_Robot_(film)http://en.wikipedia.org/wiki/Will_Smithhttp://en.wikipedia.org/wiki/Converse8/2/2019 Advertisement Media and Appeals
15/42
"classics," because the film is set far in the future.I, RobotandSpaceballsalso
showcase futuristic cars with theAudi andMercedes-Benzlogos clearly displayed on
the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded,
which as a result contained many scenes in which Cadillac cars were used. Similarly,
product placement forOmega Watches, Ford,Vaio, BMW and Aston-Martin cars are
featured in recent James Bond films, most notablyCasino Royale.
How To Use
Them ?
Mistakes in advertising can be costly to small business. For this reason many business
decide either not to advertise at all or to be very conservative with their ads. However,
using the right "type" of advertising, with the right message, can cut the cost of
advertising by making it more effective.
Not every business will use all types of advertising. Which type you use will depend on
what your message is and the end result you wish to accomplish.
1 Company Image
Which is more important, the company or its products or individuals? In a small town
or market, this can be a very important question. For example, your insurance agent
might be a personal friend. You will buy your insurance from him/her regardless of the
company they represent. In another example, you may purchase a lot of goods at your
local Wal-Mart, instead of local merchants, because of their low-price advertising
message.
http://en.wikipedia.org/wiki/I%2C_Robot_(film)http://en.wikipedia.org/wiki/I%2C_Robot_(film)http://en.wikipedia.org/wiki/Spaceballshttp://en.wikipedia.org/wiki/Spaceballshttp://en.wikipedia.org/wiki/Spaceballshttp://en.wikipedia.org/wiki/Audihttp://en.wikipedia.org/wiki/Audihttp://en.wikipedia.org/wiki/Mercedes-Benzhttp://en.wikipedia.org/wiki/Mercedes-Benzhttp://en.wikipedia.org/wiki/Cadillachttp://en.wikipedia.org/wiki/The_Matrix_Reloadedhttp://en.wikipedia.org/wiki/Omega_SAhttp://en.wikipedia.org/wiki/Fordhttp://en.wikipedia.org/wiki/Vaiohttp://en.wikipedia.org/wiki/BMWhttp://en.wikipedia.org/wiki/Aston-Martinhttp://en.wikipedia.org/wiki/James_Bondhttp://en.wikipedia.org/wiki/Casino_Royale_(2006_film)http://en.wikipedia.org/wiki/Casino_Royale_(2006_film)http://en.wikipedia.org/wiki/I%2C_Robot_(film)http://en.wikipedia.org/wiki/Spaceballshttp://en.wikipedia.org/wiki/Audihttp://en.wikipedia.org/wiki/Mercedes-Benzhttp://en.wikipedia.org/wiki/Cadillachttp://en.wikipedia.org/wiki/The_Matrix_Reloadedhttp://en.wikipedia.org/wiki/Omega_SAhttp://en.wikipedia.org/wiki/Fordhttp://en.wikipedia.org/wiki/Vaiohttp://en.wikipedia.org/wiki/BMWhttp://en.wikipedia.org/wiki/Aston-Martinhttp://en.wikipedia.org/wiki/James_Bondhttp://en.wikipedia.org/wiki/Casino_Royale_(2006_film)8/2/2019 Advertisement Media and Appeals
16/42
If you are a new company you may want to begin by establishing the company name
first and the products and services later. This also works for company name changes.
2 Name Brands
If there is one company in operation today that understands the importance of brand
names, it has to be Procter and Gamble. Tide laundry detergent is far and away a
number one best seller and has been for several years. When the dishwasher appeared
on the scene they could have very easily created "Tide For Dishes." Capitalizing on a
winning product name. But as we all know, that thinking doesn't work.
Instead of using the established name "Tide", they created a new name that became
just as strong in dish washing, "Cascade." Ivory Soap. When you hear the name
alone, you know the product. Kraft, on the other hand, has a bunch of products, but
only one true winner. Philadelphia Cream Cheese has about 70% of that market. Also
notice, the Kraft name is hardly noticeable on the package. Their Velvetta brand of
cheese might be another winner. Kraft makes jams and jellies, Smuckers is number one.
Kraft makes their own brand of mayonnaise, but Hellman's is number one. Are you
starting to get the picture? Kraft also makes another successful brand name, "Miracle
Whip."
A brand name creates a perception in the customers mind that becomes very strong. It's
that strong perception every advertiser strives for. Would you buy Pennzoil Cake
Mix? Why not? They're a good company aren't they?
Do you see how ridiculous that sounds? It flies in the face of our perception of
Pennzoil as an oil product. It's dramatically out of place as a cake mix. There is
nothing stronger than a good brand name. If you develop one, put is everywhere you
can afford to.
3 Advertising A Service Instead Of A Product
Advertising services is one of the most difficult type of advertising. You don't have a
tangible product you can put in someone's hand. They can't touch it, feel it, see it or
smell it. It must often be explained as well as demonstrated.
8/2/2019 Advertisement Media and Appeals
17/42
One of the best examples of service advertising is carpet cleaners. They come in, run
some machinery over your carpets and leave. Nothing tangible is left behind. Except
clean carpets.
Service advertising is most often emotional advertising. Carpet cleaners don't sell clean
carpets. They sell health to the infant crawling on the floor. They sell pride that people
can visit a beautiful clean home.
4 Business To Business Advertising
Many businesses never have the need to deal with the public at all. For these
businesses, advertising in the newspaper, radio or TV would be a waste of time and
money. You will find these companies using direct mail or placing ads in trade
magazines.
For a complete listing of trade magazines ask for the "Encyclopaedia or Periodicals" at
your local library. Also ask to see the "Standard Rates and Data Service" directory.
These will have listings and rates of trade and industry publications you can advertise
in.
5 Co-Op Advertising
Co-Op advertising in one of the best ways for the small business owner to get the
message out. In this type of advertising the manufacturer absorbs a portion of the cost
and can also supply all the artwork for the ads.
Their are some pitfalls to be careful of when dealing with co-op advertising. Every
company wants their business portrayed in the best possible light. To that end, they willbe very strict about how and where you place your advertising. Before the ok the co-op
money, they will want to approve all ad copy, pictures, size, placement and use of
logos. If you place an ad without approval you run the risk of violating one of the
guidelines and absorbing the entire cost of the ad.
The media you choose will want payment for the ad within a month at the most. You
may not receive your co-op money for several months. Make sure you get
reimbursement procedures in writing and can live with them.
8/2/2019 Advertisement Media and Appeals
18/42
An alternative to teaming up with a manufacturer is to team up with another local
business. You can share production costs for brochures or other printed materials and
put each others coupons in your respective businesses. Pizza parlors and video stores
are naturals to work together.
6 Public Service Advertising (PSA's)
If your company can sponsor a charity event, PSA's are a great way to promote your
company in a positive light. Most media are required by licensing agreements to
provide a certain amount of time or space for the good of their local communities.
Some of the downsides of PSA's. Don't expect to see your ad on "er" or some other
prime time show. PSA's are often placed in off times. I don't want to paint everyone
with a broad brush here. Some media are better than others. Just because you request a
PSA, doesn't mean you'll get it. Media has a limited amount of space or time for PSA's.
You might get a break if you are currently advertising in the media of choice. It might
also help if your organization buys a small amount of time or space to run with your
PSA's.
- The Last Word On Types Of Advertising
The type of message and your target market will often dictate which type of advertising
to use. Some companies will use more than one. Some will use several depending on
the situation. Let's also keep in mind the pros and cons of advertising.
There are two basic advantages to advertising. One, it's the best way to get a message
out about a new or existing product or service. Two, it can actually lower the cost of aproduct to the consumer by increasing sales which can result in reduced production
costs.
The bad side of advertising is that it can create an artificial need for unnecessary
products and services. Every Christmas the media creates the toy of the season. One
year it's "Tickle Me, Elmo" the next it's the "Furbee." Don't even get me started on
"Star Wars."
8/2/2019 Advertisement Media and Appeals
19/42
The point is to keep an eye on the message you want your target market to receive. If
you can, test some of the six types of advertising with various offers and messages.
Find the type that works for you and work it
ADVERTISING MEDIA
The term Media advertising oradvertising media is given to the use of media to
advertise products and services to a relevant audience. The list ofadvertising
opportunities across different formats of media is endless, so we'll only cover the key
ones here.
http://www.myadbase.com/http://www.myadbase.com/cgi-bin/guide.cgi?page=advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=advertisinghttp://www.myadbase.com/http://www.myadbase.com/cgi-bin/guide.cgi?page=advertising8/2/2019 Advertisement Media and Appeals
20/42
The advertising world has moved on significantly over the last 15 years and Online
advertisingis now moving ahead of the more traditional forms of promotion vehicles
likemagazine advertising and newspaper advertising.
More and more companies are increasing their online ad spend, due to how cost
effective it can be and how easy it is to monitor and track.
The use ofadvertising is paramount to the long-term success of your business, but you
must adopt a logical and level-headed approach to this important activity, or your
advertisingspend will certainly get out of hand - this can make a huge dent in your
overall profits!
If you prefer to outsource yourmedia planning andmedia buying then there are plenty
ofBuying Media Servicesthat can help you to find the best opportunities. Remember,
If you take on the services of a marketing oradvertising agency then make sure you
meet up with them to discuss your requirements in detail. You may also want to appoint
a company that has experience in your particular marketplace and we have a selection
ofmedia buying agencies in ouradvertising agency resource page.
Depending on your budget and objectives, you may also want to consider advertising
formats likeRadio Advertising orTV advertising to shout about your brand.
These can be targeted to a consumer or business audience and each provider will be
happy to discuss ways in which you can get the best value for money.
Another growing format is Outdoor Advertising and this is now performing very well in
many parts of the world. It all started in the US with restaurant adverts being displayed
on roadside billboards and buildings - this has now moved to the UK, Europe and other
parts of the world, although certain restrictions are in place for type of location and the
size of adverts. However, this is a good one to try if you want to push a brand, event, or
local business and the costs can be very reasonable.
For a small business, every dollar is precious. Small businesses do not advertise for the
sake of advertising. Instead, they want to get the most return for their investment. Learn
the advantages and disadvantages of each advertising medium that you can use to
provide your business the winning edge.
http://www.myadbase.com/cgi-bin/guide.cgi?page=advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=online_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=online_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=online_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=magazine_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=magazine_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=newspaper_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=newspaper_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_planninghttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_planninghttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_buyinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_buyinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_buying_servicehttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_buying_servicehttp://www.myadbase.com/cgi-bin/guide.cgi?page=agencyhttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_buying_agencieshttp://www.myadbase.com/cgi-bin/agencies.cgihttp://www.myadbase.com/cgi-bin/guide.cgi?page=radio_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=radio_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=tv_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=outdoor_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=online_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=online_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=magazine_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=newspaper_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_planninghttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_buyinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_buying_servicehttp://www.myadbase.com/cgi-bin/guide.cgi?page=agencyhttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_buying_agencieshttp://www.myadbase.com/cgi-bin/agencies.cgihttp://www.myadbase.com/cgi-bin/guide.cgi?page=radio_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=tv_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=outdoor_advertising8/2/2019 Advertisement Media and Appeals
21/42
If you are ready to get the word out about your business, one of the steps that you need
to do is to select the right media where you will advertise and promote your business.
There are a number of venues where you can promote your business, you need to ask
three important questions:
Where are my target buyers?
What is the best medium to reach them?
Can I afford to launch an effective campaign using this medium?
An important step to developing your sales and marketing plan is to select the right
media to send out your message. There are no hard-and-fast rules as to which media is
better. The right media for one business may be wrong for another.
Print media
The print media include all newspapers, newsletters, booklets, pamphlets, magazines,
and other printed publications, especially those that sell advertising space as a means of
raising revenue. In the United States, at present, there are 1745 daily and 7602 weekly
newspapers, and 64,000 magazines. Most print media, with the exception of magazines,
are local, although there are some national newspapers and trade publications that have
become quite successful. Magazines, on the other hand, have always been national,
although there is a trend today toward localization and specialization. Also included in
print media category are directories, church and school newspapers and yearbooks, and
programs at theater presentations and sporting events.
Newspapers.Newspapers are one of the traditional mediums used by businesses,
both big and small alike, to advertise their businesses.
8/2/2019 Advertisement Media and Appeals
22/42
Advantages
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 tell
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.
Disadvantages
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 discarded.
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 prices
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 publication.
8/2/2019 Advertisement Media and Appeals
23/42
Magazines.Magazines are a more focused, albeit more expensive, alternative to
newspaper advertising. This medium allows you to reach highly targeted audiences.
Advantages
Allows for better targeting of audience, as you can choose magazine
publications that cater to your specific audience or whose editorial content
specializes in topics of interest to your audience.
High reader involvement means that more attention will be paid to your
advertisement
Better quality paper permits better color reproduction and full-color ads
The smaller page (generally 8 by 11 inches) permits even small ads to stand
out
Disadvantages
Long lead times mean that you have to make plans weeks or months in advance
The slower lead time heightens the risk of your ad getting overtaken by events
8/2/2019 Advertisement Media and Appeals
24/42
There is limited flexibility in terms of ad placement and format.
Space and ad layout costs are higher
Yellow Pages.There are several forms of Yellow Pages that you can use to promote
and advertise your business. Aside from the traditional Yellow Pages supplied by phone
companies, you can also check out specialized directories targeted to specific markets
(e.g. Hispanic Yellow Pages, Blacks, etc.); interactive or consumer search databases;
Audiotex or talking yellow pages; Internet directories containing national, local and
regional listings; and other services classified as Yellow Pages.
Advantages
Wide availability, as
mostly everyone uses
the Yellow Pages
Non-intrusive
Action-oriented, as the audience is actually looking for the ads
Ads are reasonably inexpensive
Responses are easily tracked and measured
Frequency
Disadvantages
Pages can look cluttered, and your ad can easily get lost in the clutter
Your ad is placed together with all your competitors
8/2/2019 Advertisement Media and Appeals
25/42
Limited creativity in the ads, given the need to follow a pre-determined format
Ads slow to reflect market changes
Electronic media
Electronic media are media that utilize electronics orelectromechanical energy for the
end user(audience) to access the content. This is in contrast to static media (mainly
print media), which are most often created electronically, but don't require electronics
to be accessed by the end user in theprinted form. The primary electronic media
sources familiar to the general public are better known as video recordings, audio
recordings, multimedia presentations, slide presentations,CD-ROM and Online
Content. Most new media are in the form ofdigital media. However, electronic media
may be in eitheranalog ordigital format.
Radio.
Advantages
Radio is a universal medium enjoyed by people at one time or another during
the day, at home, at work, and even in the car.
The vast array of radio program formats offers to efficiently target your
advertising dollars to narrowly defined segments of consumers most likely to
respond to your offer.
Gives your business personality through the creation of campaigns using sounds
and voices
Free creative help is often available
http://en.wiktionary.org/wiki/mediahttp://www.answers.com/topic/electronicshttp://www.answers.com/topic/electromechanicshttp://www.answers.com/topic/end-userhttp://www.answers.com/topic/audiencehttp://www.answers.com/topic/printinghttp://www.answers.com/topic/desktop-publishinghttp://www.answers.com/topic/printinghttp://www.answers.com/topic/videohttp://www.answers.com/topic/sound-recording-and-reproductionhttp://www.answers.com/topic/sound-recording-and-reproductionhttp://www.answers.com/topic/multimediahttp://www.answers.com/topic/presentation-programhttp://www.answers.com/topic/cd-romhttp://www.answers.com/topic/on-line-and-off-linehttp://www.answers.com/topic/new-frontier-media-inchttp://www.answers.com/topic/digital-mediahttp://www.answers.com/topic/analog-signalhttp://www.answers.com/topic/digital-1http://en.wiktionary.org/wiki/mediahttp://www.answers.com/topic/electronicshttp://www.answers.com/topic/electromechanicshttp://www.answers.com/topic/end-userhttp://www.answers.com/topic/audiencehttp://www.answers.com/topic/printinghttp://www.answers.com/topic/desktop-publishinghttp://www.answers.com/topic/printinghttp://www.answers.com/topic/videohttp://www.answers.com/topic/sound-recording-and-reproductionhttp://www.answers.com/topic/sound-recording-and-reproductionhttp://www.answers.com/topic/multimediahttp://www.answers.com/topic/presentation-programhttp://www.answers.com/topic/cd-romhttp://www.answers.com/topic/on-line-and-off-linehttp://www.answers.com/topic/new-frontier-media-inchttp://www.answers.com/topic/digital-mediahttp://www.answers.com/topic/analog-signalhttp://www.answers.com/topic/digital-18/2/2019 Advertisement Media and Appeals
26/42
Rates can generally be negotiated
During the past ten years, radio rates have seen less inflation than those for
other media
Disadvantages
Because radio listeners are spread over many stations, you may have to
advertise simultaneously on several stations to reach your target audience
Listeners cannot go back to your ads to go over important points
Ads are an interruption in the entertainment. Because of this, a radio ad may
require multiple exposure to break through the listener's "tune-out" factor and
ensure message retention Radio is a background medium. Most listeners are doing something else while
listening, which means that your ad has to work hard to get their attention
8/2/2019 Advertisement Media and Appeals
27/42
Television.
Advantages
Television permits you to reach large numbers of people on a national or
regional level in a short period of time
Independent stations and cable offer new opportunities to pinpoint local
audiences
Television being an image-building and visual medium, it offers the ability to
convey your message with sight, sound and motion
Disadvantages
Message is temporary, and may require multiple exposure for the ad to rise
above the clutter
Ads on network affiliates are concentrated in local news broadcasts and station
breaks
Preferred ad times are often sold out far in advance
Limited length of exposure, as most ads are only thirty seconds long or less,
which limits the amount of information you can communicate
Relatively expensive in terms of creative, production and airtime costs
8/2/2019 Advertisement Media and Appeals
28/42
Direct Mail.
Direct mail, often called direct marketing or direct response marketing, is a marketing
technique in which the seller sends marketing messages directly to the buyer. Direct
mail include catalogs or other product literature with ordering opportunities; sales
letters; and sales letters with brochures.
Advantages
Your advertising message is targeted to those most likely to buy your product or
service.
Marketing message can be personalized, thus helping increase positive
response.
Your message can be as long as is necessary to fully tell your story.
You have total control over the presentation of your advertising message.
Your ad campaign is hidden from your competitors until it's too late for them to
react
Disadvantages
Some people do not like receiving offers in their mail, and throw them
immediately without even opening the mail.
Resources need to be allocated in the maintenance of lists, as the success of this
kind of promotional campaign depends on the quality of your mailing list.
Long lead times are required for creative printing and mailing
8/2/2019 Advertisement Media and Appeals
29/42
Producing direct mail materials entail the expense of using various professionals
- copywriter, artists, photographers, printers, etc.
Can be expensive, depending on your target market, quality of your list and size
of the campaign.
Telemarketing.
Telephone sales, or telemarketing, is an effective system for introducing a company to
a prospect and setting up appointments.
Advantages
Provides a venue where you can easily interact with the prospect, answering anyquestions or concerns they may have about your product or service.
It's easy to prospect and find the right person to talk to.
It's cost-effective compared to direct sales.
If outsourcing, set-up cost is minimal
Increased efficiency since you can reach many more prospects by phone than
you can with in-person sales calls.
Great tool to improve relationship and maintain contact with existing customers,
as well as to introduce new products to them
Disadvantages
An increasing number of people have become averse to telemarketing.
More people are using technology to screen out unwanted callers, particularly
telemarketers
Government is implementing tougher measures to curb unscrupuloustelemarketers
8/2/2019 Advertisement Media and Appeals
30/42
If hiring an outside firm to do telemarketing, there is lesser control in the
process given that the people doing the calls are not your employees
It can be extremely expensive, particularly if the telemarketing is outsourced to
an outside firm
Specialty Advertising.
This kind of advertising entails the use of imprinted, useful, or decorative products
called advertising specialties, such as key chains, computer mouse, mugs, etc. These
articles are distributed for free; recipients need not purchase or make a contribution to
receive these items.
Advantages
High selectivity factor as these items can be distributed only to the target
market.
If done well, target audience may decide to keep the items, hence promoting
long retention and constant exposure
Availability of wide range of inexpensive items that can be purchased at a low
price.
They can create instant awareness.
They can generate goodwill in receiver
The items can be used to supplement other promotional efforts and media (e.g.
distributed during trade shows).
Disadvantages
Targeting your market is difficult.
8/2/2019 Advertisement Media and Appeals
31/42
This can be an inappropriate medium for some businesses.
It is difficult to find items that are appropriate for certain businesses
Longer lead time in developing the message and promotional product
Possibility of saturation in some items and audiences
Wrong choice of product or poor creative may cheapen the image of advertiser
ADVERTISING APPEALS
A vast amount of time, money and energy go into the creative work of developing
advertising appeal to influence the buying behaviour of consumer. Through various
appeals, advertising influence, rationally or emotionally, the prospects purchase
decisions. For this purpose, they take the help of varying product features or attributes
in their ad appeals, or seek to influence consumer perception of, and changes in
consumer attitude to, the advertised product or brand. Ad appeal may be product-
oriented or consumer-oriented. Since there is large number of such ad appeal, it would
be difficult to discuss them all. It would, therefore, be helpful to device for classifying
advertising appeal.
Advertising message should appeal, directly or indirectly, to those key needs which
influence behaviour response. Without going into communication theories and models,
we shall deal with the message content , its structure and the format to be employed for
the formulation of an appropriate message.
The message content refers to what the advertiser has to say to the target audience that
will produce the desired response. It may be an appeal, a time, an idea or a unique
selling proposition. Infect, the message content ultimately formulates some kind of
benefit, motive or reason why the audience should respond to, or do, something.
Types of Appeals
Appeals are broadly classified into three categories :
1. Rational Appeals
2. Emotional Appeals
3. Moral Appeals
Rational Appeals In Advertising
8/2/2019 Advertisement Media and Appeals
32/42
Rational Appeals are those directed at the thinking process of the audience. They
involve some sort of a deliberate reasoning process, which a person believes would be
acceptable to other member of his social group. They attempt to show that the product
would yield the expected functional benefit. Although there may be some disagreement
regarding which motives are rational and which are emotional, the following are some
buying motives which are normally considered rational under ordinary circumstances.
1. High Quality:
People buy television, music systems, furniture, refrigerator,
electrics gadgets, kitchenware and a host of consumer durables
for their high quality. Many consumer goods are bought for their
quality, such as clothing, beverages, food items, etc and not
merely taste or fashion, or style.
2. Low Price:Many people buy low-price locally made air-conditioners for
their homes because they believe that these products will show a
product performance similar to, or slightly inferior to, that of
nationally reputed brands at higher price. Whether this is true or
not, a person, as long he believes this to be true, things his
reason will be accepted as a Good one by his social group. In
this case, he is exhibiting a rational motive.
3. Long Life :
Long life, as of a car tyre that will give 30,000 kms, before its
utility has been exhausted.
8/2/2019 Advertisement Media and Appeals
33/42
4. Performance :
Performance, as of a ball-point pen that wont release excessive
ink or skip under any circumstances.
5. Ease of Use :
Ease of use, as of a screwdriver with a magnetized tip which
clings to the metal head of the screw, or a timer in the kitchen
mixer which switches off automatically after a pre-determined
time period.
6. Re-sale value :
Re-sale value, as of a 2-wheeler scooter. Bajaj has a better
resale value than any other make.
8/2/2019 Advertisement Media and Appeals
34/42
7. Economy :
Economy, in the operating expenses of some brands of
refrigerator is greater because they consume less electricity.
Many 2-wheeler maker claim a better mileage per litre
consumption of fuel than similar other vehicle.
Emotional Appeals In Advertising
Type of advertising in which the copy is designed to stimulate one's emotions, rather
than one's sense of the practical or impractical. When copywriters use emotional appeal
in advertising, they are attempting to appeal to the consumer's psychological, social, or
emotional needs. The copy is written to arouse fear, love, hate, greed, sexual desire, or
humour, or otherwise create psychological tension that can best be resolved by purchase
of the product or service.
Each of us enters the world as an irrational individual. For infants, feelings are
everything. Our earliest response is to nonverbal communication. In the first years of
life, mother's smile is comforting. Thunder is threatening. Life is simple. Meanings are
clear. Then we invest 12 years or more in formal education to learn how to think
rationally. By adulthood, it has become a habit.
Emotion-based advertising speaks the primal tongue. It communicates through design
and colour. Motion and stagecraft. Music and tonality.
8/2/2019 Advertisement Media and Appeals
35/42
The primal mind evaluates the photo in a magazine advertisement or a televised image
just as it would a real life situation. We immediately recognize that the Marlboro man is
a rugged individualist because we see his tattoo. He controls his destiny as we would
like to be in command of ours. By emulating him, we, too, might find fulfilment.
Fantasy commercial
Style of commercial that uses special effects or caricatures to create the idea of fantasy
about the product, such as the Little Elves who make cookies, or Mr. Clean, or the Jolly
Green Giant. The technique of a fantasy commercial is principally to appeal to the
emotions to arouse interest in the product. In a fantasy commercial, the focus is the
message itself.
Fear appeal
Advertising that attempts to create anxiety in the consumer on the basis of fear, so that
the consumer is encouraged to resolve this fear by purchasing the product or service.
For example, an advertisement may use people's fear of offending or of rejection to
influence them to purchase personal products such as mouthwash or deodorant. Another
example of fear appeal is an advertisement for fire insurance that pictures a family
devastated by the fire that has destroyed their home. There are two types of Fear
appeals which are:
Positive Fear appeal
Advertising copy approach that attempts to alleviate a person's anxiety about buying
and using a product. The positive appeal stresses the positive aspects of a product and
the positive gains for a person who purchases the product.
8/2/2019 Advertisement Media and Appeals
36/42
Negative Fear appeal
Advertising copy approach that points out the negative aspects of life without the
advertised product. The negative appeal attempts to increase people's anxiety about not
using a product or service and stresses the loss they will experience if they do not
purchase the product or service.
Logical appeal
Advertising approach that appeals to the consumer's practical or functional needs in an
attempt to appeal to the consumer's sense of logic. In a logical appeal, the product or
service is positioned as the logical choice for the consumer. For example, if an
individual on a diet wants to drink beer, then the logical choice would be a light beer or
perhaps a beer that is "less filling."
8/2/2019 Advertisement Media and Appeals
37/42
Sex Appeal in Advertising:
Sex appeal is being increasingly used in Indian advertising to overcome the culture in
print as well as broadcast media and to grab attention. Sex appeals in contraceptive ads
have become explicit, and are more visual than verbal. Does sex really sell? Or it is a
negative influence on consumer? The answer is either affirmative or negative for these
questions, and depends upon a number of factors.
Research shows that non-sexual illustrations are more effective than sexual ones while
undergoing brand recall. Men remember the sexy illustration neglect the brand
favourably disposed people to the use of sex had a higher brand recall of brand names
that used sex appeals in their ads. Negatively inclined people to sex had a lower brand
recall.
Research also shows that nude illustrations of female are least appealing, are associated
with lowest quality product and least reputable company. The sexual appeals are
justified in case of products like personal products, undergarments, swimsuits.
Sex appeals are interpreted differently from time to time, region to region, person to
person, country to country, and society to society. Even the same person reacts to them
differently at different stages of his life cycle.
8/2/2019 Advertisement Media and Appeals
38/42
Moral Appeal in Advertising:
Moral Appeal are those appeals to the audience which appeals to their sense of right
and wrong. These are often used in messages to arouse a favourable response to social
caused, such as prohibition, adult literacy, social forestry, anti smuggling and hoarding,
consumer protection, equal rights for woman, social responsibility projects of
corporations, rural development, siding weaker sections of society, employment
generation, and so on. There are messages which appeal for generous donations forflood victims and for famine operation these are often based on moral appeal. Many
commercial advertisement are criticized on moral grounds. The most controversial ad
campaigns are by multinational companies marketing baby food products. Many WHO
experts are critical of these corporations which promotes bottle feeding against breast
feeding.
8/2/2019 Advertisement Media and Appeals
39/42
Advantages / Disadvantages of Advertising
For a small business, every dollar is precious. Small businesses do not advertise for the
sake of advertising. Instead, they want to get the most return for their investment. Learn
the advantages and disadvantages of each advertising medium that you can use to
provide your business the winning edge.
If you are ready to get the word out about your business, one of the steps that you need
to do is to select the right media where you will advertise and promote your business.
For a small business, every dollar is precious. Small businesses do not advertise for the
sake of advertising. Instead, they want to get the most return for their investment. Your
advertising campaign should translate to greater sales, more profits and healthier
bottom line.
While there are a number of venues where you can promote your business, you need to
ask three important questions:
Where are my target buyers?
What is the best medium to reach them?
Can I afford to launch an effective campaign using this medium?
An important step to developing your sales and marketing plan is to select the right
media to send out your message. There are no hard-and-fast rules as to which media is
better. The right media for one business may be wrong for another.
Based on an excellent small business reference book "How to Start and Operate a
Successful Small Business: Winning the Entrepreneurial Game" by David E. Rye, as
well as contributions from our staffers, below are the relative advantages and
disadvantages of the advertising media most frequently used by small businesses:
8/2/2019 Advertisement Media and Appeals
40/42
Conclusion
Advertising is the paid, non-personal promotion of a cause, idea, product, or service by
an identified sponsor attempting to inform or persuade a particular target audience.
Advertising has evolved to take a variety of forms and has permeated nearly every
aspect of modern society. The various delivery mechanisms for advertising include
banners at sporting events, billboards, Internet Web sites, logos on clothing, magazines,
newspapers, radio spots, and television commercials. While advertising can be
successful at getting the message out, it does have several limitations, including its
inability to (1) focus on an individual consumer's specific needs, (2) provide in-depth
information about a product, and (3) be cost-effective for small companies. Other
factors, such as objectives, budgets, approaches, and evaluation methods must all be
considered
8/2/2019 Advertisement Media and Appeals
41/42
References
1. http://www.knowthis.com/tutorials/principles-of-marketing/advertising/7.htm
2. http://www.smalltownmarketing.com/sixads.html
3. http://www.answers.com/topic/advertising?cat=biz-fin
4. http://interviews.slashdot.org/article.pl?sid=03/03/03/1528247&tid=1115. http://www.commercialalert.org/6. http://www.media-
awareness.ca/english/parents/marketing/marketers_target_kids.cfm7. Communication, and Consumerism, 62+68^ Bhatia (2000).Advertising in
Rural India: Language, Marketing
8. McChesney, Robert,Educators and the Battle for Control of U.S. Broadcasting,1928-35, Rich Media, Poor Democracy, ISBN 0-252-02448-6 (1999)
9. McChesney, Robert,Educators and the Battle for Control of U.S. Broadcasting,1928-35, Rich Media, Poor Democracy, ISBN 0-252-02448-6 (1999)
10. http://www.museum.tv/archives/etv/P/htmlP/publicintere/publicintere.htm
http://www.knowthis.com/tutorials/principles-of-marketing/advertising/7.htmhttp://www.smalltownmarketing.com/sixads.htmlhttp://www.answers.com/topic/advertising?cat=biz-finhttp://interviews.slashdot.org/article.pl?sid=03/03/03/1528247&tid=111http://www.commercialalert.org/http://www.media-awareness.ca/english/parents/marketing/marketers_target_kids.cfmhttp://www.media-awareness.ca/english/parents/marketing/marketers_target_kids.cfmhttp://www.answers.com/topic/advertising?cat=biz-fin#wp-_ref-Bhatia_0%23wp-_ref-Bhatia_0http://www.answers.com/topic/advertising?cat=biz-fin#wp-_ref-Bhatia_0%23wp-_ref-Bhatia_0http://www.answers.com/topic/robert-mcchesneyhttp://www.answers.com/topic/robert-mcchesneyhttp://www.museum.tv/archives/etv/P/htmlP/publicintere/publicintere.htmhttp://www.knowthis.com/tutorials/principles-of-marketing/advertising/7.htmhttp://www.smalltownmarketing.com/sixads.htmlhttp://www.answers.com/topic/advertising?cat=biz-finhttp://interviews.slashdot.org/article.pl?sid=03/03/03/1528247&tid=111http://www.commercialalert.org/http://www.media-awareness.ca/english/parents/marketing/marketers_target_kids.cfmhttp://www.media-awareness.ca/english/parents/marketing/marketers_target_kids.cfmhttp://www.answers.com/topic/advertising?cat=biz-fin#wp-_ref-Bhatia_0%23wp-_ref-Bhatia_0http://www.answers.com/topic/robert-mcchesneyhttp://www.answers.com/topic/robert-mcchesneyhttp://www.museum.tv/archives/etv/P/htmlP/publicintere/publicintere.htm8/2/2019 Advertisement Media and Appeals
42/42
Bibliography
S.A. Chunawalla(1997)Foundations of Advertising Theory & Practice faculty,SP University, V. V. Nagar Anthony,A,Abdo AU (2007) professor, history and geography Bhatia, Tej K. 2000.Advertising in Rural India: Language, Marketing
Communication, and Consumerism. Institute for the Study of Languages andCultures of Asia and Africa. Tokyo University of Foreign Studies. Tokyo Press:Japan. ISBN 4-87297-782-3
Graydon, Shari (2003) "Made You Look - How Advertising Works and WhyYou Should Know", Toronto: Annick Press, ISBN 1-55037-814-7
Johnson, J. Douglas, "Advertising Today", Chicago: Science ResearchAssociates, 1978. ISBN 0-574-19355-3
Klein, Naomi (2000)No Logo . Harper-Collins, ISBN 0-00-653040-0 Kleppner, Otto, "Advertising Procedure", Englewood Cliffs, N.J., Prentice-Hall,
1966. Kotabe, Masaki and Kristiaan Helsen, Global Marketing Management, 3rd
Edition, John Wiley & Sopns, Inc, publishers, Copyright 2004, ISBN 0-471-23062-6
Lears, Jackson,Fables of Abundance: A Cultural History of Advertising inAmerica, Basic Books, 1995, ISBN 0465090753