Role of Media in advertising (1) - PowerPoint PPT Presentation

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Role of Media in advertising (1)

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what exactly is advertising? What makes it an omnipresent phenomenon and nearly indispensible, particularly in with the level of competitiveness progressing day by day? – PowerPoint PPT presentation

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Title: Role of Media in advertising (1)


1
Role of Media in Advertising
2
Advertising at a glance
  • The world of advertising is vast and omnipresent.
  • From the newspaper you read in the morning to the
    television channels you watch to the social media
    you browse throughout the day, you are bound to
    notice the presence of advertising.
  • So what exactly is advertising? What makes it an
    omnipresent phenomenon and nearly indispensible,
    particularly in with the level of competitiveness
    progressing day by day?

3
  • Advertising is defined as "the activity or
    profession of producing advertisements for
    commercial products or services".
  • To put it simply, advertising is a way of
    presenting products and services to the public in
    such a way that not only attracts their
    attention, but maintains it and may encourage
    them to try or continue buying that product or
    service.
  • Good advertisements inform the public about the
    product, its benefits, and its value and instil a
    sense of trust among the consumers about the
    company and its offerings.

4
Objectives of Advertising
  • Advertising has 3 main objectives
  • To Create Awareness
  • Ads are a way to make the public aware of a brand
    and its products or services and increase the
    presence of the brand in the target market.
  • To Encourage
  • Another prominent objective of advertising is to
    persuade the target customers to place their
    faith in the brand and its products or services.
  • To Improve Recall
  • It is not enough to just raise awareness about a
    product or service to the public it is
    imperative that the customers are able to
    remember and recall the brand and its benefits
    when it comes to making a purchase decision and
    this is what advertising strives to achieve.
    Advertising helps a brand to retain a place in
    the minds of the consumers and give them an edge
    over the competition.

5
  • Apart from these 3 primary objectives, there are
    several secondary objectives of advertising
    including
  • Brand building
  • Improving sales
  • Creating customer demand
  • Customer engagement and more

6
Media and its role
  • Imagine the process of advertising as a car
    journey. In order to carry out the journey,
    certain elements are necessary a starting point,
    a vehicle, a path and a destination.
  • In this scenario, you, the company and your
    product/service, are the starting point. The path
    you will be taking is the entire advertising
    process, the actual journey that is going to lead
    you to your destination - your customer. What
    remains is the vehicle that is going to carry you
    on your journey to the ultimate goal, and this is
    where the role of media lies in advertising.

7
  • In other words, advertising media are the various
    channels which are going to help your product or
    service reach the attention of your customers.
  • Advertising media gives a company the power to
    build a strong brand, create awareness and
    enthusiasm about the products or services being
    offered and presents the benefits the customers
    can avail by placing their trust in the product
    or service.

8
Types of advertising media
  • There are numerous types of media a company can
    use in their advertising efforts, based on their
    objectives, the reach, their target market and
    much more.

9
  • Types of media used in advertising include
  • Television - Using the television platform to
    reach the public.
  • Radio - The use of radio spots to increase
    awareness of the product or service.
  • Outdoor - The use of outdoor media like
    hoardings, sign boards, flexes, etc.
  • Print - Advertisements through printed media like
    newspapers, magazines, brochures, leaflets, etc.
  • Mobile - Advertisements designed to be viewed on
    mobiles and other portable devices.
  • Online - Promotion through a digital platform
    using social media, browsing platforms, blogs,
    online paid advertisements and more.

10
  • To better understand how the use of media in
    advertising is important, let us consider the
    example of an advertising campaign carried out
    for real estate company Amit Enterprises Housing
    Limited, to increase awareness about their
    residential projects in Undri and Ambegaon.

11
About Amit Enterprises Campaign
  • Amit Enterprises Housing Limited carried out a
    campaign titled "Bache Hue 10 Lakh Ka Kya
    Karoge?" to promote their residential projects in
    Undri and Ambegaon, Pune.
  • The objective of the campaign was to inform
    customers about the reduction in prices of homes
    thus enabling customers to benefit from savings
    of 10 Lakhs on their new homes.

12
  • The campaign was aimed towards generating more
    interest about the projects in the minds of the
    target audience and thereby increasing the number
    of leads generated for home booking.
  • To run this campaign successfully, Amit
    Enterprises used a number of different media, so
    as to get maximum possible exposure and to reach
    as many of their target customers as possible.

13
Outdoor Media
  • Outdoor media, i.e. hoardings, banners,
    signboards, kiosks, etc are a common method of
    advertising.
  • This type of advertising media works well to
    target the population of certain geographical
    areas. Most often, an outdoor sign is the first
    thing a potential customer sees.
  • Outdoor signs must be attractive, eye catching
    and be easily readable as these sings are usually
    read during commute, so they must not be too text
    heavy.

14
  • Amit Enterprises has made use of various outdoor
    media, most notably hoardings and banners to run
    their campaign of "Bache Hue 10 Lakh Ka Kya
    Karoge?
  • Through the use of hoardings, they targeted
    specific areas in Pune where they can easily
    reach potential customers and subsequently
    generate interest and awareness of the campaign
    among the general public.

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16
Advantages Disadvantages
  • Advantages
  • Disadvantages
  • Good for mass attraction. The number of people
    reached is higher.
  • More cost effective than print media.
  • Scope for creativity, as hoardings have to be
    eye-catching and concise in order to draw maximum
    attention.
  • They have a relatively longer life. Hoardings can
    be used to display the same message for long
    periods of time which in turn improves recall
    value.
  • Can be overlooked as people may disregard them
    during their commute.
  • They are stationary and thus are limited to a
    certain place. Since they cannot be circulated,
    in order to transmit the message to other areas,
    the number of media has to be increased.
  • The effectiveness of the campaign cannot be
    directly measured as there is no accurate measure
    of how many people have seen the advertisement.

17
Print Media
  • Another effective and popular media in
    advertising is print media. Print media or press
    media includes advertising through the means of
    newspapers, magazines, journals, etc. Print media
    has been widely used for commercial advertising.
  • Print media has a good reach and since newspapers
    are a common find in almost every household,
    advertising through print media is one of the
    most lucrative ways to make your product/ service
    known to the target audience.
  • Print media has more scope to provide detailed
    information about the products and services and
    also has the added advantage of reaching more
    people thanks to vernacular local publications in
    addition to English newspapers.

18
  • Amit Enterprises made good use of newspaper
    advertising by releasing ads in popular news
    publications like Times of India and Maharashtra
    Times to promote their campaign in multiple
    languages.
  • Through the use of print media, Amit Enterprises
    was able to reach a wider audience and raise
    awareness regarding their campaign.

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Advantages Disadvantages
  • Advantages
  • Disadvantages
  • Easy medium to spread awareness to a larger
    number of people at a time.
  • Immediate or quick conveyance of message.
  • The response to the advertisement can be measured
    immediately.
  • It is a very flexible advertising media due to
    the varying timings, languages, regions etc.
  • Ads may be overlooked or ignored.
  • This type of media is not suitable for
    interactive live demonstrations or fine quality
    images.
  • There is a risk of the advertisement getting lost
    or overshadowed by other advertisements in the
    publication.

21
Direct or mail advertising
  • According to Wikipedia, direct marketing is a
    form of advertising where organizations
    communicate directly to customers through a
    variety of media including cell phone text
    messaging, email, websites, online
    adverts, database marketing, fliers, catalogue
    distribution, promotional letters, and more.
  • This type of advertisement is most often sent
    personally either through the medium of post and
    courier services. In the current scenario, fax,
    e-mail, and cell phone SMS, WhatsApp messages,
    etc are also popular methods to directly reach
    the target customers.

22
  • Amit Enterprises has used direct advertising
    mediums like mailers, whatsapp mailers and
    leaflets to promote the "Bache Hue 10 Lakh Ka Kya
    Karoge?" campaign.
  • This medium has given them a more direct reach to
    their target customers and has also given them
    the opportunity to give more detailed information
    ot the customers regarding the campaign, their
    projects and the benefits.

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24
Advantages Disadvantages
  • Advantages
  • Disadvantages
  • Direct and personalized reach to the target
    audience.
  • More flexibility to adapt to the preferences of
    different types of customers.
  • This media can provide detailed information of
    the campaign and explain the benefits in depth.
  • Costlier than other means of advertising as the
    message is personally targeted.
  • The reach is limited as it is not possible to
    personally contact masses at a time.
  • People have a tendency to dislike direct
    advertising methods and may disregard or ignore
    such messages.

25
Audio Visual Media
  • Media that makes use of visuals, sound effects,
    vocals, etc are known as audio-visual media.
  • These types of advertisements are typically
    seen/heard and are carried by media vehicles such
    as radio, television, short films, etc.

26
  • In addition to the other means of advertising,
    Amit Enterprises also had a radio campaign on
    popular radio channels of Pune, where they
    promoted their campaign by broadcasting the
    testimonials of their buyers who had gained
    benefits from their campaign and offer.

27
Advantages Disadvantages
  • Advantages
  • Disadvantages
  • Cost effective and has a wide reach among the
    population.
  • Due to its frequency, the recall value of the
    message can be significantly increased as the
    customers are exposed to the ads at regular
    intervals.
  • It is also a useful medium to reach people who
    are unable to read.
  • The message is broadcasted in a short period of
    time, and since it is not in writing the message
    may be forgotten.
  • Mostly, advertisements appear in between
    interesting programmes, either on radio or on TV.
    In this case, people may disregard the
    advertisements in their anticipation for the
    programme they are looking forward to and may not
    absorb the message that the advertisement wants
    to convey. 

28
Other types of media
  • In addition to the media mentioned above,
    advertising uses a number of media vehicles to
    carry messages across to the target audience.
  • Internet and online advertising is rapidly
    gaining traction thanks to the increasing use of
    digital platforms.
  • Advertising through online channels like social
    media, paid advertisement campaigns, email
    marketing, etc is becoming more and more popular
    as people spend majority of their time online.

29
  • There are many other supplementary means of
    advertising including
  • Window displays
  • Trade shows
  • Special displays and shows
  • Showrooms
  • Posters and wall paintings
  • Vehicle advertising
  • Specialty advertising (giveaways, merchandising,
    etc)

30
  • Advertising media are vast and plenty. So it's
    natural for the question to arise
  • "Which media is best suited for my product or
    service?"

31
The answer is
  • There is no one sure fire media to successfully
    advertise your product or service. The trick is
    to find the vehicle which will most effectively
    convey your message to your customers in a
    cost-efficient manner.
  • In order to do this it is vital to explore and
    experiment with different advertising media and
    select the ones that completely in sync with your
    product or service and will present it to the
    public in the most effective way possible.
  • As David Ogilvy says, "Never stop testing and
    your advertising will never stop improving".

32
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    execution and unique "True Story" approach,
    Promising Designs has all the making of the
    perfect advertising partner.
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