1. PROJECT REPORT
On
PRINT MEDIA
Towards partial fulfilment of
Master of Arts (LAMM)
Under the supervision of
PROF. A.R. FATIHI
Submitted by
MOHD. SAAD KHAN
Roll No. 13LAM05
DEPARTMENT OF LINGUISTIC
ALIGARH MUSLIM UNIVERSITY
ALIGARH
2. ACKNOWLEDGEMENTS
All the praises and thanks to “the One Universal Being”, Who inspires entire humanity towards
knowledge, truth and eternal commendation. He blessed me with strength and required
passionate ardour to overcome the entire obstacles in the way of this toilsome journey.
It is extremely difficult to express my heartfelt gratitude in words to my reverend
supervisor Dr. A.R. Fatihi Professor, Department of Linguistic, A.M.U., Aligarh, who has been
a constant source of knowledge, wisdom and encouragement. It is the matter of great privilege
for me to accord my most profound gratitude and indebtness to him.
It is indispensable for me to express my heartfelt gratitude to my friend Anam Iqbal for
her unconditional help exchange of ideas and fruit full discussion during the course of this work.
INTRODUCTION ADVERTISING
3. The word advertising comes from the Latin word "advertere meaning” to turn the minds of
towards". Some of the definitionsgiven by various authors are: According to William J. Stanton,
"Advertising consists of all theactivities involved in presenting to an audience a non-
personal,sponsor-identified, paid-for message about a product organization."According to
American Marketing Association "advertising isany paid form of non-personal presentation and
promotion ofideas, goods and services by an identified sponsor".Advertising is used for
communicating business information tothe present and prospective customers. It usually
providesinformation about the advertising firm, its product qualities, place ofavailability of its
products, etc. Advertisement is indispensable forboth the sellers and the buyers. However, it is
more important forthe sellers. In the modern age of large scale production, producerscannot
think of pushing sale of their products without advertisingthem. Advertisement supplements
personal selling to a greatextent. Advertising has acquired great importance in the modernworld
where tough competition in the market and fast changes intechnology, we find fashion and taste
in the customers.
DEFINITIONS OF ADVERTISING
1. American Marketing Association has defined advertising as “anypaid form of non-personal
presentation of ideas, goods andservices by an indentified sponsor”.
2. According to Webstar, “Advertising is to give public notice or toannounce publicity”.
3. According to Gardner, “Advertising is the means of mass sellingthat has grown up parallel
with and has been made necessary tomass production”.
4. FEATURES OF ADVERTISING
1. Communication
2. Information
3. Persuasion
4. Profit Maximisation
5. Non-Personal Presentation
6. Identified Sponsor
7. Consumer Choice
8. Art, Science and Profession
9. Element of Marking
10. Element of Creativity
IMPORTANCE OF ADVERTISING
1. Promotion of Sales
2. Introduction of New Product
3. Creation of Good Public Image
4. Mass Production
5. Research
6. Education of People
7. Support to Press
5. ACTIVE PARTICIPANT IN ADVERTISING
1. Advertiser
2. Target audience
3. Advertising Agencies
4. Advertising Production People (Artists)
5. Target Audience (Readers, Listeners, Viewers and Present
6. and Future Buyers)
7. Mass Media
a. Print Media
b. Electronic Media
c. Outdoor Media
d. Direct Mail
8. Government Authorities
9. Advertising Production Firms
PRINT MEDIA
6. A basic understanding of the print media is essential in the study of mass
communication. The term “print” is a wide term and it covers a variety of publication including
newspapers,weekly and monthly magazines, trade journals and periodicals.The contribution of
print media in providing information and transfer of knowledge is remarkable. Even after the
advent of electronic media, the print media has not lost its charm or relevance. Print media has
the advantage of making a longer impact on the minds of the reader, with more in-depth
reporting and analysis.
A) NEWSPAPERS
Print media generally refers to newspapers. Newspapers collect, edit and print news reports
and articles. newspapers play a very important role in our daily life. The newspaper, weather it is
a daily, weekly or bi-weekly can be classified into the following three categories.
Local Newspaper
Provincial Newspaper
National Newspaper
B) MAGAZINES AND JOURNALS
Magazines and journals as the medium of advertising are more suitable for provincial
and national advertising. Magazines are selective in the nature of their audience because each
magazine is meant for a group of reader with a particular field of interest. Therefore
advertisement can be design to reach particular groups of audience and therefor the advertisers
advertise their massages in the magazine meant for those groups.
