MASS MEDIA and advertising

By Sunny Dahiya Aniket Shrivastava

Media are the bridge that connects

Organizations

Consumers

What is mass media???

Mass media refers collectively to all media technologies, including the Internet, television, newspapers, radio, and many more, which are used for mass communication, and to the organizations which control these technologies

Six basic questions

Types of mass media

Radio TV Newspapers and large circulation magazines People Internet

Advantages of mass media

Reaches many people quickly Low cost per person reached

Can be used to: Tell people about new ideas and services Create a favourable climate of opinion

Disadvantages of mass media

Difficult to make specific to local community Fixed message Can be easily misunderstood Access often difficult Lacks feedback F to F

Soul City
An integrated communication programme that uses radio, TV drama, print, face to face, training, networking.

What is advertising?
Advertising a part of promotion mix can be defined as: a paid form of non-personal communication from an identified sponsor using mass media to persuade or influence audience with a unique message.

Types of advertising
Product-Related advertising:- Informative advertising-This advertising figures heavily in the Introduction stage of a product, where the primary objective is to build demand. MOTOROLA Ads for pagers, explaining how to use them (providing information). Persuasive advertising- Persuasive Advertising figures heavily in the Growth Stage of Product Life Cycle, where the companys objective is to build selective demand for a particular brand. Like- AKAI TV ads compared the brand with 6 competitor brands

Reminder advertising- This advertising is highly

important in the mature stage of the product to keep the consumer thinking about the product. -Fevicol campaigns act as a reminder form of advertising, bonding Fevicol with consumers as the strongest Adhesive

Trade Advertising- It can classified into two categories:Retail advertising- Wholesale advertising- Retail
advertising- can define as covering all advertising by store that sell good direct to the consuming public. Example- In & Out promotional techniques of retail outlets. Wholesale advertising- Wholesalers are, generally, not advertising minded, either for themselves or for their suppliers. They would benefit from adopting some of the image making techniques used by retailers.

Area based advertising:- There are three types of this

advertising. National advertising- This type of advertising is to encourages the consumer to buy their product wherever they sold. Advertising that is done in one nation only. Dabur Ads or Nirma Ads Global Advertising: Advertising that is carried on for a company or a product globally. Like- Im loving it was a global ad released by McDonalds Local advertising-Advertising that is carried out in a particular region or market. Like-BRU and AMRUTANJAN selected campaign directed towards consumers in South India.

Manipulative advertising:- "limits free and

informed action."It is sort of like convincing customers to purchase something, but it is based on incorrect or inconclusive information.

Surrogate advertising:- The advertisement comes

with the same music and punch line as the one for the popular liquor brand telecast before the ban on liquor advertisements. Like- aap, main or Bagpiper". This Bagpiper club soda advertisement, featuring cine celebrities, is similar to the earlier one for Bagpiper whisky.

Unethical advertising:- Unethical advertising is when you promise something you cannot deliver. For Example- In the fitness industry, you advertise that you guarantee a weight loss of 50 pounds per month with your program. You cannot possible deliver that to every person who comes into your gym. 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 definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderson owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo.

Brand advertising: This advertising helps in the longterm build up of a brand. HLLs ads for LUX ,LIRIL, REXONA. Classified Advertising: This advertising gives information dissemination about a sale. MID-DAY NEWSPAPER or TOI classified section. Promotional Advertising: This advertising informs an announcement about a sale. ADIDAS offering 50% DISCOUNT on sneakers

Advocacy Advertising: This advertising is used to publicize a particular cause. All the social ads fall into this category. Drink, MORE MILK (TV ad by FCB ULKA for NDDB) & AIDS AWARENESS ADS by Govt. Negative advertising:- emphasizes on negative attributes of the competitors product instead of focusing on positive attributes of own products. exp.- Horlicks Vs. complain, Pepsi Vs Thumps up

Puffery advertising:- In these ads superlative degree is used to create attraction. Example- Gillettes punch line. The Best a men can get.

Financial advertising:- Ads taking only about finance related things. Example- all insurance ads. Gorilla advertising:- Guerrilla Advertising is an unconventional way of performing promotional activities. Usually very funny or subtle, its a great way to promote a business with a low budget and generate buzz. But youll need lots of creativity. Example- guerilla ad

Emotional advertising:Ads directly hit consumers emotions. ExampleAirtels ad of a little boy with toy phone. Challenging advertising:- Ads directly or in directly challenge other company, brand or product. Example- Boomer gumlairs, clairs ka baap & luminous ad No.1 here we come. Corporate advertising:-

Burst advertising:- Ads dont have any above thing or sense but creative ads. Example- Amul Macho ye to bada toing hai. Silence advertising:- a commercial with little or no music will be most effective with an elderly audience. If someone is doing other things while watching T.V. and all of a sudden they notice there isn't any sound coming out of the television, their eyes will likely jump up to the television and it's probably at that moment the person will catch a glimpse of a company name, or a logo.

Spoof advertising:When we promote our product on opponents ad strategy. Exp-Thumps up vs. Pepsi, Vodafone Vs. reliance. Direct advertising:- Aqua sure For demo Call 1800

Advertising Objectives : Advertising, can be used to address several broad objectives including: building product awareness, creating interest, providing information, stimulating demand and reinforcing the brand. To achieve one or more of these objectives, advertising is used to send a message containing information about some element of the marketers offerings. For better understanding here we will discuss about some basic and broad objectives of advertising.

To inform: This type of advertising is heavily used in the pioneering stage of a product category, where the aim is to build primary demand. Ujala commercial, where the ad talks about how different it is from the age old neel by talking about its solution contents and showing how different your clothes look when washed with Ujala. To Persuade: when the product is in the competitive stage, where the companys objective is to build selective demand for a particular brand. Whirlpool ice magic positions itself as being a quick icemaker and was the first one of its kind to use this as a marketing platform

Basic Objectives :

To Remind: when the product is in the maturity stage. They are intended to remind people to purchase your bran d. Thumps up, Coke, Pepsi ads all these ads no more are shown to create awareness or persuasion because people are already aware of their presence and already have chosen the brand of their choice. These are just reminder ads to keep the brand or the company fresh in the minds of the consumers or have the brand top of mind. To Reinforce: It seeks to ensure the buyers that they have made the right choice by purchasing your brand. Hamara Bajaj advertisements make the owner of the two wheelers of Bajaj proud of their possession by giving it a patriotic positioning

Broad Objectives Launch of new product/service:- To inform consumers about new product launching. exp- Parle Lite barbone. Expansion of market to new users:- To inform about companys market expansion. ExpIndia got Talent.

Announcement of product modification:- To inform about product modification. Exp- Bajaj Pulsar. Announcement of dealers location:- To inform about place where the product is available. ExpStrapsil. Now available in your nearest general store

Announcement of special offers:- To inform about latest/special offers. Exp- Dettol combo offer 9Rs off. To educate the customers:- To tell about what are the benefits from the product and how to use that. ExpAircels Pocket internet.
To create social responsibility:- To make customer social. Exp- Padhega India tabhi to Badhega India.

What is an Advertising Agency? An advertising agency:- is an independent organization set up to render specialized services in advertising in particular and marketing in general. Advertising agencies started as space brokers for the handling of the advertisements placed in newspapers. Over the years, the function of the agencies has changed. Their main job today is not to aid media but to serve advertisers. Some agencies are- Mudra communications Pvt. Ltd, Ogilvy and Mather Limited, JWT (Hindustan Thompson Associates Pvt. Ltd.), FCB-Ulka advertising pvt.Ltd., Rediffusion DY&R Pvt. Ltd What is an Advertising Agency?

Types of advertising agencies : There are basically four types of ad agencies .. They are: In-house agencies:- An in-house agency is an ad agency set up, owned and operated by the advertiser. Exp- daburs Ad bur. Creative boutiques:- Creative boutique is an agency that provides only creative services. These specialized companies have developed in response to some clients desires to use only the creative talent of an outside provider while maintaining the other functions internally. Media buying agencies:- Media buying agencies are independent companies that specialize in the buying of media, particularly radio and television.

Types of Media : These are the various types of Media:- Television :All visual ads. Radio :- Ads on FMs Print Publications :- All printed ads Internet :- pop ups, Flash msg, skyscraper. Direct Mail :- Mails etc. Signage :- Skywriting, Plan banner, mobile billboard Mobile Devices :- Messages on mobiles Sponsorships :- sponsoring something Others :- Fax, product packing, Print on retail bills