Advertising Fundamentals

Advertising

• Advertising is a paid form of non-personal communication used to promote products, services, or ideas.
• The sponsor or advertiser is identified, and the message is delivered through various media.
• Advertising aims to educate customers, create demand for new products, retain existing customers, increase sales, and assist salespeople.

Media of Advertising

• Print Media: Includes newspapers, periodicals (magazines, journals).
  • Newspapers: offer wide reach, relatively low cost, daily publication, flexibility in content, regional and language options.
  • Limitations: short life span, casual reader attention, literacy barrier.
  • Periodicals: longer life span, targeted audience, selective advertisements.
  • Limitations: higher cost, smaller reach than newspapers, less flexibility.
• Electronic Media: Includes radio, television, and internet.
  • Radio Advertising: regular exposure, reaches illiterates, convenient for listeners on the go.
  • Limitations: forgettable for occasional listeners, message distortion possible, less effective than television.
  • Television Advertising: audio-visual impact, catchy slogans, memorable through personalities, diverse channels and programs.
  • Limitations: expensive to produce and air, less impact as viewers switch channels during commercials.
  • Internet Advertising: [Missing Content - The document doesn't discuss internet advertising in detail. Please provide a more complete source for a robust summary.]
• Other Media: includes hoardings, posters, and vehicular display.

Advertising

• Types of Advertising
  • Internet advertising
    • Provides information from all over the world within seconds
    • Users can access websites at any time
    • Requires a computer and internet access
    • Not suitable for illiterate individuals
  • Other Media:
    • Hoardings: Large advertisements placed on roads or rooftops
    • Posters: Printed and placed on walls or buildings
    • Vehicular Displays: Advertisements on public transport like buses and trains
    • Gift Items: Branded items like pens, calendars, etc.
    • All of these media expose consumers to advertising while they are outside

Suitability of Media of Advertising

• Newspapers:
  • Suitable for general consumer goods
  • Effective launching new products due to regular placements
  • Great for clearance sales and exchange offers
• Periodicals:
  • Target specific audiences based on their interests
  • For example, book advertisements in Readers' Digest, interior design advertisements in design magazines
• Radio:
  • Suitable for a wide range of products
  • Time is crucial for effective advertising
  • For example, agricultural product ads after farmers return from work
• Television:
  • Advertisers must carefully choose channels and programs
  • For example, children’s products on Cartoon Network, consumer goods during television series or films
  • Suitable for products that require live demonstrations

Explore the basics of advertising, including its purpose and various media forms. This quiz covers print media like newspapers and periodicals, as well as electronic media such as radio and television. Test your knowledge on how advertising communicates with audiences and promotes products.