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M.Com Marketing Media Guide
- 1. ADVERTISING MEDIA M.Com MARKETING MANAGEMENT Submitted by:- Dhananjay Singh
- 2. CONTENTS • INTRODUCTION & DEFINITION OF ADVERTISING • PURPOSE OF ADVERTISING: For Companies & Government • DIVISON OF ADVERTISING MEDIA • ADVERTISING MEDIA CONSIST: Types with Advantages & Limitations • CONCLUSION
- 3. INTRODUCTION & DEFINITION OF ADVERTISING • The term ‘Advertising is derived from the Latin word ‘advert’ means ‘to turn’ the attention. • Advertising is the advertisement for a product or a range of products and services in order to sell them easier; it is a message sent to consumers in order to stimulate their desires.
- 4. DEFINITION OF ADVERTISING • Advertising is the action of calling public attention to something, especially by paid announcements. • Advertising may be defined as the process of buying sponsor-identified media space or time in order to promote a product or an idea. • The American Marketing Association, Chicago, has defined advertising as “any form of non- personal presentation or promotion of ideas, goods or services, by an identified sponsor.”
- 5. PURPOSE OF ADVERTISING Advertising is primarily used as a tool by companies with the objective to- • Inform people about new products and services. • Brand building • To remind customers about their brand at the right time and place • To reinforce customer confidence in purchase • To build Corporate Identity • To help their sales force become more effective • To give their brand and company a “Personality” that makes it unique.
- 6. Government and autonomous bodies use advertising to: • Inform people about their policies • Promote birth control • Educate the masses on health care • Prevent panic during natural disasters • Dispel harmful rumors • Attract foreign investment
- 7. DIVISON OF ADVERTISING MEDIA MASS MEDIA • Newspapers, magazines, television and radio are considered mass media because they deliver messages to a widespread, anonymous audience. NICHE MEDIA • Advertising media such as cable television and direct mail are often viewed as “niche” media because they reach a narrowly defined audience with unique demographic characteristics or special interests.
- 8. ADVERTISING MEDIA CONSIST • MAGAZINE • INTERNET • NEWSPAPER
- 9. CONTINUE.. • BILLBOARDS • RADIO • TELEVISION • HAND BILLS • DISPLAY WINDOWS
- 10. NEWSPAPERS ADVERTISING Advantages • Newspapers normally have wide circulation • The cost of advertising is relatively low • Generally newspapers are published daily. • The matter of advertisement can be given to newspapers at a very short notice. • Newspapers are published from different regions and in different languages. Limitations • Newspaper life is short. • People read newspapers mainly for news and pay casual attention to advertisement. • Illiterate persons can not read and thus, newspapers advertising do not benefit them.
- 11. MAGAZINE ADVERTISING Advantages • The cover page of magazine is often attractive. • The magazine has a longer life compared to newspaper. • Some magazines are good and attracts lots of new customers • The paper and image quality is generally good in magazine Limitations • Magazines are expensive compared to newspapers. • Less population read magazine compared to newspaper. • The advertisement cost is high compared to newspaper. • Limited flexibility for the ads placement and the format used.
- 12. INTERNET ADVERTISING Advantages • Information from all over the world is made available at the doorsteps. • Users can see the advertisement at their own time and as per their requirement. Limitations • It is not accessible without a computer and a Smartphone. • It is not very suitable for general public. • It is not suitable for illiterate and those having no knowledge about the operation of Internet.
- 13. BILLBOARDS ADVERTISING Advantages • Huge and eye-catching • Targets a large and diverse market • Easily registered information • Effective medium of awareness advertising • Photographic information (strong visual effect) • Builds company reputation and product image Limitations • High costs for brief exposure • Weather conditions • Visibility issue • Stationary mode of advertising • Short term advertising tool • Limited information
- 14. RADIO ADVERTISING Advantages • Reach a Large Group of People • Information Can Produce Quickly • Low cost Limitations • Requires Repetition • Only an audio medium for communication. • Exposure to the message is short and fleeting
- 15. TELEVISION ADVERTISING Advantages • Television reaches very large audiences • Can be seen in motion and heard • It appeals to the sense. Limitations • Expensive • Difficulty in making changes to the ads • Difficult to target your core audience • Audience avoiding tv ads
- 16. HAND BILLS/FLYERS ADVERTISING Advantages • Flyers are simple and easily read • Flyers are cheap • Easy to produce • Give feedback Limitations • Flyers marketing lacks long term impact on customers • When dealing with large group of target market then they can be costly • Flyers are Discarded after they are read
- 17. DISPLAY WINDOWS ADVERTISING Advantages •Remains for long period of time •Low cost •Easy to Create Disadvantages •Customers have to go to where the window is •Take up space in building •Little Information
- 18. CONCLUSION • So, advertising is the arm of marketing concerned with sending messages to customers by one-way communication media. • Advertisements can appeal to a mass audience or a select target niche. • Advertising can have a significant impact on the success of small and large businesses. • New weapon & effective media consist of GoogleAds, Facebook and other social network platforms.
- 19. THANK YOU