2. Advertising is a form of Mass Communication
Advertising is a form of mass communication as it is a process of transmission of information
by the manufacturer to modify or stimulate the behavior of the buyer.
Advertising can be in any form of presentation such as
Sign
Illustration in print media
A commercial on radio or television
A poster
The advertising message has to reach a billion people, speaking different languages,
practicing many religions through television, radio, cinema, print medium, outdoor
advertising, sales promotion and the Internet. Hence, advertising is a form of mass
communication.
5. A link between the Manufacturer and Customer:
Various media channels like; oral communication, visual communication, written
communication and audio-visual communication, etc. are all used by specialists
and specialized agencies in a very creative and appealing manner.
6. Converting the cost element into Value for money Expense:
Good advertisements should attract attention and carry mass appeal.
The form of advertisement is to be decided on the basis of the target audience as
well as the cost consideration.
The cost that can be incurred will have to be seen against the reach that the
advertising will ensure.
TV, radio and cinema slides have the potential to reach out to illiterate sections of
the people as well, whereas advertisements in newspapers, magazines target the
literate sections.
While TV and radio advertisements cost in terms of time taken, advertisements in
newspapers and journals cost in terms of space occupied and also the position
taken.
7. Print media as a means
Newspapers sell space in terms of column centimeters, and journals in terms of
pages availed.
Front page of a newspaper, cover page of a magazine, colour advertisements and
premier locations usually carry a higher tariff than ordinary pages and black and
white messages.
8. Radio as an effective means:
Radio advertisements are very cost effective and have the potential to reach out to
vast sections of people, especially the illiterate sections.
Although this medium has been relatively more popular in the non-metro centers,
where the penetration by TV is limited, the launch of FM channels in major metro
centers and towns has further enhanced the appeal of this medium.
9. TV ads to gain popularity within target customers:
The availability of numerous channels constitutes a wide choice for the advertiser.
The cost of the advertisement varies depending upon the time it takes, the
popularity of the program/channel, the time of the day (prime time or otherwise).
Since the cost involved in developing and carrying TV ads on an ongoing basis is
very substantial, the message has to be thoughtfully developed, and there is a high
element of creativity involved in compressing the message in a visually appealing
manner within the time allotted.
Quite often, the advertisements are repeated to catch attention and achieve recall
value.
10. Billboards to form a bridge:
Hoardings or billboards are another type of communication with the target
audience.
These billboards are available in or near intersections, traffic signals and other
such prominent locations in towns and cities.
Outside towns and cities, they can also be seen extensively on the highways.
11. Effectiveness of Advertising:
Since advertising is an expensive means, the choice of the media mix should be
carefully done keeping in view the relative costs and the target audience.
It compress the essentials of the message, within the given time or space, in an
appealing manner with the help of a combination of words, figures, pictures,
theme, models, tone, music and colour.
Advertorials constitute a recent development in the field of advertising. They are
offered largely by newspapers and they refer to a combination of advertisement
and editorial team of the newspaper concerned.
The cost to the advertiser is not for the full space since only a part of it is
considered as advertisement and the remaining as editorial or presentation by the
newspaper team.
