Advertising media are the means to transmit the message of the advertiser to the desired class people. What are the major types of advertising media ? Explain. What is advertising?

What is advertising?

                Advertising is a  powerful  communication force and vitalmarketing tool helping to sell goods, services, images, and ides through channel of information and persuasion. It is highly visible force in the society. Today all of us receive many messages daily. Now it’s necessary to the success of any type of business and industry. Today we can say advertising is a communication, marking, public-relation, information. Itsreaches us through a channel of communication referred as medium. Basically it is a medium of dissemination of information. It is a usually aimed at a particular segment of the population –the target audience.Advertising strategies are employed moreand more by non–business organization such as Government College and universities, public service groups, it’s one of the part of communication.

Definition:

                The word advertising come from the Latin word “advereter” means ‘to turn the mind toward’.

Advertisement has been defined differently by different persons. Like,

* According to Wood: -

                “advertising is causing to know to remember, to do.”

* According to Richard Buskirk

                “advertising is the paid form of non-personal presentation of ideas, goods or service by an
                  identified sponsor.”

                The above definition clearly revel the nature of advertisement. This is the powerful element of the promotion mix. Essentially advertising means spreading of information about the characteristics of the product to the prospective customer with a view to sell the product or increase the sell volume.

The main features of advertise are as under:

                It is directed towards increasing the sales of business. Advertising is a paid form of publicity. It is non-personal. They are directed at a mass audience and nor at the individual as in the case of personal selling. Advertisements are identifiable with their sponsor of originator which is not always the case with publicity or propaganda.

Webster’s new world dictionaries has mentioned advertising is,

                      Advertising is an important element in Indian culture because it reflects and attempts to change our life style. Actually advertising is directly related to the need of man to communicate his message and attract to each other. Early advertising can be tress back to the archaeological evidences available in Greece and Rome. Advertising is a father of journalism. Because the first Indian newspaper started by James August Hickey on January 29, 1780, was called the “Bengal Gazette.” Or “Calcutta General Advertiser.” By the down of the 19^th century the pattern of advertising increases rapidly with growth of trade and commerce. The development of advertising agency was founded due to the development of Indian industries provided by the Swadeshi Movement of 1907 – 1977. During the mid- 17^th century, newspaper started appearing in Europe. In England, some of the advertisement, which were known as a “pioneering advertisement” where coffee, chocolates and Tea.
                     The industrial revolution, discovery of the growth of transportation facilities advent of radio and television and revolution in printing technology discovery of the steam power in England and America had a king roll to play in the development of advertising. Print, radio, T.V and internet commercial have created deep impact on Indian advertising. In 20^th century advertisement bloomed to its full form. More emphasis was laid on advertisement copy.

Roll of Advertising:

                Advertising is the message industry that places a major role in shaping the content and operation of the mass media. It plays and important role in our popular culture because it shapes and reflects our life style. It is one step ahead of other elements in our culture and is usually the first to reflect social trend. Now the scenario is that the average adult is exposed to uncounted number of advertisement each day. It plays two following roles in the socio economic land scape of a country.

                Advertising is basically an economic institution. It performs and economic function for an advertiser of affect economic decisions of the audience and is an integral part of the whole economic system. Here are some of the economic role and benefits of advertising:

                 At social level advertising plays upon, derives from and contributes the social texture of a country. Advertising reflect society and society reflects advertising. Various social changes are brought about or helped by advertising. It makes role models who can create societal changes. Adult education, family planning and pulse polio campaign also used to sell the concept of social advertising. It is a positive force in our society. It makes to the nation social welfare. There are five roles of advertising to social welfare:

A.      Efficient source of information for both consumer and industrial buyer for  product quality, new material or merchandise, new technology and cost.

B.      Reduces distribution costs through personal selling.

C.      Encourage competition; it increases product quality through solid brand identity.

D.      It creates publicity for material and cultural incentives offer literal enterprise society.

E.       It makes able media all mass media to maintain independence from government, political parties and other special interest groups.

Various media from advertising:

                Advertising media are the means to transmit the message of the advertiser to the desire class of people. Channels or vehicle by which an advertising message is brought to the notice of the prospective buyer.
Types of Media:

                There is no dearth of media today. It may be direct or indirect. Direct method of advertising refers to such method used by the advertiser with which he could establish a direct contact with the prospective hand involve the use of a hired agency for spreading the information. Most of the media are indirect in nature, examples: press publicity, cinema, etc. the various media that are commonly used for being explained here:

·      Newspaper Advertising:

                Newspapers (Hindi or English) are brought largely for their news value as such they are most appropriate for announcing new products and new development of existing product. The choice of particular newspaper for advertising depends upon many factors. i.e., circulation of the newspaper, the type of readers it serves, the geographical region in which it is popular, the cost of space and general reputation of the paper etc. there are several types of newspaper such as daily, weekly, retall , fully local etc. According to the NRS highest circulated dailies in Hindi is “DainikJagran” and in English is “Times of India”.

                In India there is population in regional languages, apart from the English and Hindi languages. Newspaper advertisements are also easy to prepare because Newspaper are relatively expensive medium, when used selectively.

                Magazines:-  Another medium under press publicity is Magazines and Journals. They offer a good facility because magazine are read leisurely when the readers are mentally prepared to receive advertisement.

·       Television Advertising:

                The T.V commercial is generally considered the most effective mass. Markey advertising format, as is reflected by the by the high prices Tv network charge for commercial airtime during popular T.V events. In August 1965 entertainment and information programmers were introduced and daily introduced and daily transmission was started in Delhi. Advertising on television was introduced in 1976. Advertising industries have welcomed the growth of television as popular and best effective medium. Some television commercials feature a song or jingle that listeners soon relate to the product. Virtual advertisement may be inserted in regular   television programming through computers.

                Infomercials:  An infomercial is long-form television commercial, typically five minute or long. The word “infomercial” is portmanteau of the words ‘information’ or ‘commercial’. The main objective in an infomercials is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised tool-free telephone number or website. Infomercials describe, display and often demonstrate products and their features, and commonly have testimonials from consumer and industry professional.        

·     Radio Advertising:

                Radio advertisements are broadcast as radio waves to the air form a transmitter to an antenna and thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this is as an advantage. Radio is an expanding medium that can be found not only on air, but also online. According to Arbitron, radio has approximately 241.6 million weekly listeners.

·      Outdoor Media:

                It is the oldest kind of advertising. It was used a sign in the ancient Rome and Greece. In the present time, advertisers are increasingly recognizing the media value of outdoors. Basically the out-door media is known as posters, bill boards, boarding’s, road sign, high way advertising and transit advertising etc. These are used for movies and consumer item like toothpaste and soap. Posters have begun to be used effectively inside and outside in train and buses. Because it has usual appeal and can be changed frequently. SelvelAaren, M.P. Publicity, solus sine-fine, Asian thsesare the advertising agencies of the outdoor media in India. In India transit advertising is very popular and potential advertising medium also. Buses, trams and taxis are the popular vehicle for transit advertisement in metro cities.

·     Billboards Advertising:

                Billboards are large structures located in public places which display advertisement to passing pedestrians and motorists. Most often they are located on main roads with large with amount of passing motor and pedestrian traffic: however they can be placed in any location with large amount of viewers, such as on mass transit vehicle and in station, in shopping malls, or office buildings and in stadium. Billboards are also very useful media of outdoor advertising. The most notable users of billboards are Amul and AIR India. Amul hoardings are an excellent example where copy and visual are quickly changed.

Mobile billboard advertising:   Mobile billboards are generally vehicle mounted billboards or digital screen. These can be dedicated on vehicles built slowly for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlight. Some billboards displays are static, while others change, for example, continuously or periodically rotating among a set of advertisements. Mobile display used for various situations in metropolitan areas throughout the world, including target advertising, one day, or long campaigns, conversation. Sporting events, store openings and similar promotional events and big advertisement for smaller companies.

·     Online Advertising:

                Online advertising is a form of promotion that uses the internet and world wide web for the expressed purpose of delivering marketing message to attract customers. Online ads are delivered  by an server. Example of online advertising are include contextual ads that appears on search engine results pages, banner ads, in text ads, rich media ads. Social networking advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.

·      In-store advertising:

                In-store advertising is any advertisement placed in a retail store. It includes placement of product in a visible locations in a store, such as at eye-level, at the ends of aisles and near checkout counters, eye catching display promoting a specific product, and advertisement in such places as shopping carts and in store video displays.

·      Coffee cup Advertising:

                Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, café, or drive-through coffee shop. This type of advertising was first popularized in Australia and has begun in growing popularity in the united states, India, and part of the middle east.

·      Street advertising:

                These type of advertising first came to prominence in UK by street advertising service to create outdoor advertising on street furniture and pavements. Working with products such as reverse Graffiti, air dancers and pavement advertising, the media became an affordable and effective tool for getting brand massages out into public spaces.

·       Sheltered outdoor Advertising:

                This type of advertising opens the possibility of combining outdoor with indoor advertisement by placing large mobile, structure in public places on temporary bases. The large outer advertising space exerts a strong pull on the observer, the product is promoted indoor, where the creative décor can intensify the impression.

·      Celebrity branding:

                This type of advertising focuses on using celebrity power, fame, and money popularity to gain recognition for their products and promote specific stores or products. Advertiser often advertises their products for example celebrity share their favorite products or wear clothes by specific brand or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use celebrities to endorse a brand can have its down sides, however. One mistake by celebrity detrimental to the public relations of a brand. For example following his performance of eight gold medals at the 2008 Olympic  games in Beijing, china, swimmer Michel Phelps contract with Kellogg’s was terminated, as Kellogg’s did not want to associate with him after he was photograph smoking Marijuana. Celebrity such as Britney spears have advertised for multiple products including Pepsi, candies from Twister, Toyota, NASCAR and many more. 

·      Consumer generated Advertising:

                This involves getting consumer to generate advertising through blog, websites, wikis, and forums, for some kind of payments.

                In Aerial advertising we find sky writing. Like the recent example, ‘Bigboss 8’. When advertisement came on television season 8 is written through aircraft of sky.