Sandy Sam Presantation
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  • CPMs used to: 1. Set advertising rates 2. Compare the costs of different media and vehicles

Transcript

  • 1. ADVERTISEMENT MEDIA
  • 2. ADVERTISING OBJECTIVES
    • Create awareness for new products
    • Inform consumers
      • of product features and benefits
      • price changes
      • Important for building primary demand
    • Persuasion
      • Build brand preference or change buyer perceptions
      • especially important for building demand in competitive markets.
    • Reminder advertising: maintain top-of-mind awareness
  • 3. TYPES OF MEDIA
  • 4. ELECTRONIC MEDIA
  • 5. HISTORY OF TELEVISION
    • Television ( Far Sight ) : Telecommunication medium
    • Combination of optical, mechanical and electronic technologies
    • 1884 – ( Paul Nipkow ) Patented the first electromechanical television system
    • 1907 - Rotating mirror-drum scanner & CRT
    • 1926 – ( John Logie Baird ) Scanning disk produced an image of 30 lines resolution
    • 1927 ( Philo Farnsworth ) Made the world's first working television system with electronic scanning .
    • 1 September 1928 - first demonstrated to news media on
    • 1936 ( Kálmán ) - plasma television
  • 6.
    • The world's first television advertisement was broadcast July 1, 1941. The watchmaker Bulova paid $4 for a placement on New York station WNBT before a baseball game between the Brooklyn Dodgers and Philadelphia Phillies . The 10-second spot displayed a picture of a clock superimposed on a map of the United States, accompanied by the voice-over "America runs on Bulova time."
  • 7. TELEVISION MEDIA
  • 8. NATIONAL TELEVISION NETWORKS
  • 9. ADVANTAGES OF NATIONAL TELEVISION
  • 10. DISADVANTAGES OF NATIONAL TELEVISION
  • 11. STRATEGIC USE OF NATIONAL TELEVISION
  • 12. LOCAL TELEVISION
    • Local Affiliates
    • Local Independents
  • 13. LOCAL TELEVISION STATIONS
  • 14. CABLE TELEVISION
    • News channels
    • Entertainment channels
    • Specialized channels
  • 15. NEWS CHANNELS
  • 16. ENTERTAINMENT CHANNELS
  • 17. SPECIALIZED CHANNELS
  • 18. ADVANTAGES OF CABLE TV
    • Similar to National Television
    • Low cost: absolute and CPM
    • More specialized audiences
  • 19. STRATEGIC USE OF CABLE TV
    • Targeting with television
    • Some high involvement consumers with specialized channels
    • Emotional (Appeal to psychological, social or symbolic
    • needs.“Pull at the consumer’s heartstrings”)
    • Rationale appeals (Provide information about functional and utilitarian aspects of the products)
  • 20. FORMS OF TELEVISION ADVERTISING
    • Sponsorships
      • Infomercials ( A television commercial presented in the form of a short documentary )
    • Participation
      • Breaks within a program
    • Spot announcements
      • Breaks between programs
  • 21.
    • Advertisement
    • 1940 - TV commercials
    • T.V. Schedules :
    • cartoons, celebrity, talk, sports, soaps, news, movies, reality and prime time programs.
    • Slot
    • Morning slots : Morning to 12 noon ($90 to $300)
    • Soaps Time : 12 noon to 4pm ( $150 to $300 )
    • News : local news at noon, 5 to 6 p.m., 6 to 7 p.m., sometimes 10 p.m., and 11p.m ( $200 to $1,500 )
    • most expensive time - 6 to 7 p.m.
    • Prime time : 7pm to 10pm
  • 22.
    • Funding:
    • financed by either government, advertising, licensing (a form of tax), subscription
    • Discount – 5% for 6 month & 10% for annual
    • Growth – 9% rise in television advertisement volumes in this year
    • (TAM media research)
    • water purifiers, television sets and air-conditioners – 40%
    • In 30 min program – 8 min. commercial
    • 6 min. National & 2 min. Local
  • 23. TELEVISION VS. NEWSPAPERS
    • Television vs Newspapers- Television serves more functions in times of crisis and can provide immediate, minimally edited images of what is happening. Such images are usually edited (or censored) to avoid giving offense.
    • TV can provide “natural” comfort in a way that print media can not.
    • Because viewing is usually embedded in the private sphere of the home, instead of on the move as often is the case with a newspaper, TV offers reassuring familiarity.
  • 24. MEDIA CONSUMPTION
    • Are there trends in media consumption that could be accredited to age?
  • 25. TABLE 4.2
  • 26. BROADCASTING RIGHTS - 1
    • "Broadcast" means communication to the public-
    • (i) by any means of wireless diffusion, whether in any one or more of the forms of signs, sounds or visual images; or
    • (ii) by wire, and includes a re-broadcast;
    • "Communication to the public" Means making any work available for being seen or heard or otherwise enjoyed by the public directly or by any means of display or diffusion other than by issuing copies of such work regardless of whether any member of the public actually sees, hears or otherwise enjoys the work so made available.
    • Explanation . - For the purposes of this clause, communication through satellite or cable or any other means of simultaneous communication to more than one household or place of residence including residential rooms of any hotel or hostel shall be deemed to be communication to the public;
  • 27. BROADCASTING RIGHTS: TELEVISION
    • Soaps – sponsored and in-house
    • Film songs based programmes
    • Films
    • film based programmes
    • Sit-coms-interviews
    • News programmes
    • Live events
    • FAIR DEALING: section 52(z),115 the making of an ephemeral recording, by a broadcasting organisation using its own facilities for its own broadcast by a broadcasting organisation of a work which it has the right to broadcast; and the retention of such recording for archival purposes on the ground of its exceptional documentary character;
  • 28. MESSAGE
    • Good advertising creative strategy translates the brand’s positioning statement into a persuasive and memorable message. A great creative will provide lasting impact even if advertising budgets are constrained.
    • “ How you say it is as critical as what you say”
  • 29. SOME OLD ADVERTISEMENT Dove Evolution in a 2006 Commercial A Coca-Cola ad from the 1890s
  • 30. THANK YOU    
    • Presented by:-
    • Sandeep Sharma
    • PGDBM (marketing)
    • For any assistance contact :- sandeep123z@gmail.com