Thursday, May 23, 2024

Reach Of Different Advertising Media In India

Reach Of Different Advertising Media In India

The Indian economy is booming and as a result, the various advertising and communication media are also flourishing. The population distribution of India shows that of the 1028.7 million people in the country, 65.4 per cent are literate. Around 29.1 per cent live in urban areas and 70.9 per cent in rural areas. Males form 51.8 per cent of the total population and females, 48.2 per cent. In order to understand media impact in advertising it is reasonable to mention reach of different medias and this section of thesis attempts to do this with reference to India.

Indian Advertising Industry:

Indian Advertising Industry:

The earliest of ads that can be seen, appeared in newspapers, from England around the early 1700s. With a beginning like that, Indian advertising has come a long way in todays fast growing tech savvy world in the 21st century. During this journey, it saw the launch of independent advertising agencies, entrance of multinational companies and beginning of India’s only advertising school, MICA (Mudra Institute of Communications, Ahmedabad). 

Advertising Effectiveness

Advertising Effectiveness

Basically advertising effectiveness depends upon user’s response towards an ad and on their attitude towards advertising. Advertising's effectiveness lies in its capability to help stimulate or maintain sales (Eachambadi 1994; Mantrala, Sinha, and Zoltners 1992; Naik, Mantrala, and Sawyer Sethi 1998; Vidale and Wolfe 1957). Thus, advertising is frequently used as an independent variable in explaining changes in sales (Lilien 1994). In the theoretical literature there are two dominant views of the role of advertising, namely the “information” and the “market power” views.

Emerging Media And Its Impact In Advertising

Advertising through social networking sites

Emergence of Internet has changed the way media is created and consumed. Traditionally media was created by media companies who created the content and were the content owners. The content owners use to ‘broadcast’ this media to the consumers of such content. With internet this equation has undergone a fundamental change, now anyone can create content and share it with others using platforms like Blogging, Social Networks, YouTube etc. There is a term that describes this phenomenon- USG or User Generated Content!

Classification of Advertising

Classification of Advertising

Advertising is the promotion of a company’s products and services though different mediums to increase the sales of the product and services. It works by making the customer aware of the product and by focusing on customer’s need to buy the product. Globally, advertising has become an essential part of the corporate world. Therefore, companies allot a huge part of their revenues to the advertising budget. Advertising also serves to build a brand of the product which goes a long way to make effective sales.

Wednesday, March 27, 2024

Role Of Media In Advertising

Role Of Media In Advertising

In advertising the term media refers to communication vehicles such as newspapers, magazines, radio, television, billboards, direct mail, and the Internet. Advertisers use media to convey commercial messages to their target audiences, and the media depend to different degrees on advertising revenues to cover the cost of their operations. While the media are valued for their informational and entertainment functions, they also provide an important business function as a vehicle for advertising.

Marketing Communication

Marketing Communication

One of the basic concepts of marketing is the marketing mix, which is said to be the set of controllable variables and their levels which marketer uses to influence the target market (Kotler, 1997). The tools used in order to reach and control the target market, are collectively known as the elements of the marketing mix, or the four Ps, including product, price, place, and promotion. (Zeithamal, Bitner, 1996) Promotion, also referred to as marketing communication, is the way of communicating the information of product, price, and place to the consumers (Wells, Burnett & Moriarty, 2000).

Future of Advertising

Future of Advertising

Advertising is still all about the ‘ifs and buts of a product’, presented in a glowing rainbow like picture trying to attract consumers….but what is the future of advertising in coming years ?

Lets go way back when the idea of advertising a product was regarded as some kind of a big deal. Then the advertisements were very limited, and it took lots and lots of efforts to make a single advertisement. And the customers then, had no option other than watching those advertisements. Now, time has changed. Since last 20 years or lets just consider last 10 years, there has been a dramatic change in the world of advertisement. And this will not have a stopage in coming years.

Contemporary Issues

Contemporary Issues

Offer, presentation, campaign, advertisement, sales promotion, public relations, etc. are the trends of advertisement and marketing communications. There is nothing wrong in these types of communication unless they do not portray a wrong image, convey unethical message or harm the reputation of an individual/firm.

Marketing vs. Advertising

Marketing vs. Advertising

Many people confuse the terms marketing and advertisement. They think, both are the same and used interchangeably. But there are distinctive differences between the two. This chapter describes the difference between marketing and advertisement.

However, to understand the differences between them, let us discuss it one-by-one −

What is an Advertisement?

Advertisement is a technique to create awareness about a particular product/service to the existing and new customers. One advertisement promotes only one product/service. Every ad has to be unique and creative. For example, advertisement of a soap must be different from the advertisement of a cold drink.

An ad uses the following mediums −

●      Print Media − For example, newspaper, magazine, etc.

●      Electronic/broadcasting Media − For example, radio, tv, internet, etc.

●      Outdoor Media − For example, hording, flyers, billboard, etc.

What is Marketing?

On the other hand, marketing is a comprehensive term that involves many other activities including advertisement. Some of the important activities of marketing are −

●      Planning

●      Developing Strategy

●      Research

●      Public Relations

●      Advertisement

●      Budgeting

●      Customer service

●      Feedback and Analysis

The following image summarizes the comparison between Marketing, Advertising, Public Relations, and Branding −

Check Your Progress

●      What do you understand by marketing?

●      What do you understand by advertising?

●      How is marketing different from advertising?

●      Make a list giving examples of advertisement and marketing that you observed in your city.

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Reach Of Different Advertising Media In India

Reach Of Different Advertising Media In India The Indian economy is booming and as a result, the various advertising and communication media...

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