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Date: 10/02/2016
PRACTICAL NO. 1
INTRODUCTION
TO
ADVERTISING AND MARKETING COMMUNICATION
MARKETING COMMUNICATION
Marketing communication (MarCom) is a fundamental and complex
part of a companys
marketing efforts. Loosely defined, MarCom can be described as
all the messages and media you
deploy to communicate with the market.
Marketing communication includes advertising, direct marketing,
branding, packaging, your
online presence, printed materials, PR activities, sales
presentations, sponsorships, trade show
appearances and more.
Marketing communication has two objectives. One is to create and
sustain demand and
preference for the product. The other is to shorten the sales
cycle.
Definition
Marketing communications are a management process through which
an organisation engages
with its various audiences. By understanding an audiences
communications environment,
organisations seek to develop and present messages for their
identified stakeholder groups,
before evaluating and acting upon the responses. By conveying
messages that are of significant
value, they encourage audiences to offer attitudinal and
behavioural responses.
This definition has three main themes. The first concerns the
word engages. By recognizing
the different transactional and relationship needs of the target
audience, marketing
communications can be used to engage with a variety of audiences
in such a way that one-way,
two-way and dialogic communications that meet the needs of the
audience are used.
The second theme concerns the audiences for marketing
communications. Traditionally,
marketing communications have been used to convey
product-related information to customer-
based audiences. Today, a range of stakeholders have connections
and relationships of varying
dimensions, and marketing communications need to incorporate
this breadth and variety.
Stakeholder audiences, including customers, are all interested
in a range of corporate issues:
sometimes these are product related, and sometimes they are
related to the policies, procedures
and values of the organisation itself. Marketing communications
should be an audience-centred
activity, and in that sense it is important that messages be
based on a firm understanding of
both the needs and the environment of the audience. To be
successful, marketing
communications should be grounded in the behaviour and
information-processing needs and
style of the target audience. This is referred to as
understanding the context in which the
communications event is to occur.
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The third theme from the definition concerns the cognitive
response. This refers to the
outcomes of the communication process, and is a measure of
whether a communication event
has been successful. The audience should be regarded as active
problem-solvers who use
marketing communications to help them in their lives, in
purchasing products and services, and
in managing organisation-related activities. For example, brands
are developed partly to help
consumers and partly to assist the marketing effort of the host
organisation. A brand can inform
consumers quickly that, among other things, this brand means x
quality, and through
experience of similar brand purchases consumers are assured that
their risk is minimised. If the
problem facing a consumer is which new soup to select for
dinner, by choosing one from a
familiar family brand the consumer is able to solve it with
minimal risk and great speed.
THE ROLE OF MARKETING COMMUNICATIONS
Marketing communications recognise the increasing role that the
organisation plays in the
marketing process, and the impact that organisational factors
can have on the minds of
audiences. As the structure, composition and sheer number of
offerings in some markets
proliferate, so differences between products diminish, to the
extent that it has become much
more difficult to differentiate between products. This results
in a decrease in the number of
available and viable positioning opportunities. One way to
resolve this problem is to use the
parent organisation as an umbrella, to provide greater support
and leadership in the promotion
of any offerings hence the earlier reference to the emerging
strength of corporate marketing.
A view that is becoming increasingly popular is that corporate
strategy should be supported by
the organisations key stakeholders if the strategy is to be
successful. Strategy must be
communicated in such a way that the messages are consistent
through time, and are targeted
accurately at appropriate stakeholder audiences. Each
organisation must constantly guard
against the transmission of confusing messages, whether this be
through the way in which the
telephone is answered, the navigability of a website, the impact
of sales literature, or the way
salespersons approach prospective clients. Many organisations
recognise the usefulness and
importance of good public relations. This is because of the high
credibility attached to the
messages received and the relatively low operational costs. As a
result, the use of corporate
advertising has grown. Finally, marketing communications
recognise the development of
channel or trade marketing. Many organisations have moved away
from the traditional control
of a brand manager to a system that focuses upon the needs of
distributors and intermediaries
in the channel. The organisations in the channel work together
to satisfy their individual and
collective objectives. The degree of conflict and cooperation in
the channel network depends
upon a number of factors, but some of the most important are the
form and quality of the
communications between member organisations. This means that
marketing communications
must address the specific communication needs of members of the
distribution network and of
those other stakeholders who impact on or who influence the
performance of the network.
Indeed, marketing communications recognise the need to
contribute to the communications in
the channel network, to support and sustain the web of
relationships.
THE MARKETING COMMUNICATIONS MIX
The marketing communications mix consists of a set of tools
(disciplines) that can be used in
various combinations and different degrees of intensity in order
to communicate with a target
audience. In addition to these tools or methods of
communication, there are the media, or the
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means by which marketing communications messages are conveyed.
Tools and media should
not be confused, as they have different characteristics and seek
to achieve different goals.
There are five principal marketing communications tools:
- advertising,
- sales promotion,
- public relations,
- direct marketing and
- personal selling.
However, there have been some major changes in the environment
and in the way organisations
communicate with their target audiences. New technology has
given rise to a raft of different
media, while people have developed a variety of ways to spend
their leisure time. This is referred
to as media and audience fragmentation, and organisations have
developed fresh combinations
of the promotional mix in order to reach their audiences
effectively. For example, there has been
a dramatic rise in the use of direct-response media as direct
marketing becomes adopted as part
of the marketing plan for many products. The Internet and
digital technologies have made
possible new interactive forms of communication, where the
receivers have greater
responsibility for their part in the communication process. An
increasing number of
organisations are using public relations to communicate both
messages about themselves
(corporate public relations) and also messages about their
brands (marketing public relations).
What has happened therefore is that the promotional mix has
developed such that the original
emphasis on heavyweight mass communication (above-the-line)
campaigns has given way to
more direct and highly targeted promotional activities using
direct marketing and the other
tools of the mix. Using the jargon, through-the-line and
below-the-line communications are
used much more these days. The shift is from an
intervention-based approach to marketing
communications (one based on seeking the attention of a customer
who might not necessarily
be interested) towards permission-based communications (where
the focus is upon
communications with members of an audience who have already
expressed an interest in a
particular offering). In other words, with permission
communications the seedlings for a
relationship are established by the audience, not by the brand
owner. This has a particular
impact on direct marketing, online communications and to some
extent personal selling.
i. Advertising
Advertising is a non-personal form of mass communication that
offers a high degree of control
to those responsible for the design and delivery of advertising
messages. However, advertisings
ability to persuade the target audience to think or behave in a
particular way is suspect.
Furthermore, the effect on sales is extremely hard to measure.
Advertising also suffers from low
credibility, in that audiences are less likely to believe
messages delivered through advertising
than they are messages received through some other tools.
ii. Sales Promotion
Sales promotion comprises various marketing techniques that are
often used tactically to
provide added value to an offering, with the aim of accelerating
sales and gathering marketing
information. Like advertising, sales promotion is a non-personal
form of communication, but it
has a greater capability to be targeted at smaller audiences. It
is controllable, and although it
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has to be paid for, the associated costs can be much lower than
those of advertising. As a
generalisation, the credibility of sales promotion is not very
high, as the sponsor is or should
be easily identifiable. However, the ability to add value and to
bring forward future sales is
strong and complements a macroeconomic need that focuses on
short-term financial
performance.
iii. Personal Selling
Personal selling is traditionally perceived as an interpersonal
communication tool that involves
face-to-face activities undertaken by individuals, often
representing an organisation, in order to
inform, persuade or remind an individual or group to take
appropriate action, as required by the
sponsors representative. A salesperson engages in communication
on a one-to-one basis where
instantaneous feedback is possible. The costs associated with
interpersonal communication are
normally very large.
iv. Public Relations
Public relations is the art and social science of analysing
trends, predicting their consequences,
counselling organisations leadership, and implementing planned
programmes of action which
will serve both the organisations and the public interest
(Mexican Statement, 1978). This
definition suggests that public relations should be a part of
the wider perspective of corporate
strategy, and this is discussed at length in Module 16. The
increasing use of public relations, and
publicity in particular, reflects the high credibility attached
to this form of communication.
Publicity involves the dissemination of messages through
third-party media such as magazines,
newspapers or news programmes. There is no charge for the media
space or time, but there are
costs incurred in the production of the material. (There is no
such thing as a free lunch or free
promotion.) There is a wide range of other tools used by public
relations, such as event
management, sponsorship and lobbying. It is difficult to control
a message once it is placed in
the channels, but the endorsement offered by a third party can
be very influential and have a far
greater impact on the target audience than any of the other
tools in the promotional mix.
v. Direct Marketing
The growing utilisation of direct marketing by organisations
over recent years has been
significant. It signals a shift in focus from mass to
personalised communications. In particular,
the use of direct mail, telemarketing and the fast-developing
area of interactive communications
represents through-the-line communications. By removing the
face-to-face aspect of personal
selling and replacing it with an email communication, a
telephone conversation or a direct mail
letter, many facets of the traditional salespersons tasks can be
removed, freeing them to
concentrate on their key skill areas.
Direct marketing seeks to target individual customers with the
intention of delivering
personalised messages and building a relationship with them
based upon their responses to the
direct communications. In contrast to conventional approaches,
direct marketing attempts to
build a one-to-one relationship a partnership with each customer
by communicating with
the customers on a direct and personal basis. If an organisation
chooses to use direct marketing
then it has to incorporate the approach within a marketing plan.
This is because distribution is
different, and changes in the competitive environment may mean
that prices need to change.
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ADVERTISING: MEANING AND DEFINITION
Advertising is a form of marketing communication used to promote
or sell something, usually a
business's product or service. The word advertising comes form
the latin word "advertere
meaning to turn the minds of towards". Some of the definitions
given by various authors are:
According to William J. Stanton, "Advertising consists of all
the activities involved in presenting
to an audience a non-personal, sponsor-identified, paid-for
message about a product or
organization."
According to American Marketing Association "advertising is any
paid form of non-personal
presentation and promotion of ideas, goods and services by an
identified sponsor".
Advertising is used for communicating business information to
the present and prospective
customers. It usually provides information about the advertising
firm, its product qualities,
place of availability of its products, etc. Advertisement is
indispensable for both the sellers and
the buyers. However, it is more important for the sellers. In
the modern age of large scale
production, producers cannot think of pushing sale of their
products without advertising them.
Advertisement supplements personal selling to a great extent.
Advertising has acquired great
importance in the modern world where tough competition in the
market and fast changes in
technology, we find fashion and taste in the customers.
FEATURES OF ADVERTISING
1. Communication: Advertising is means of mass communication
reaching the masses. It is a
non-personal communication because it is addressed to
masses.
2. Information: Advertising informs the buyers about the
benefits they would get when they
purchase a particular product. However, the information given
should be complete and true.
3. Persuasion: The advertiser expects to create a favourable
attitude which will lead to
favourable actions. Any advertising process attempts at
converting the prospects into
customers. It is thus an indirect salesmanship and essentially a
persuasion technique.
4. Profit Maximization: True advertising does not attempt at
maximising profits by
increasing the cost but by promoting the sales. This way It wont
lead to increase the price of the
product. Thus, it has a higher sales approach rather than the
higher-cost approach.
5. Non-Personal Presentation: Salesmanship is personal selling
whereas advertising is non-
personal in character. Advertising is not meant for anyone
individual but for all. There is
absence of personal appeal in advertising.
6. Identified Sponsor: A sponsor may be an individual or a firm
who pays for the
advertisement. The name of reputed company may increase sale or
products. The product gets
good market because of its identity with the reputed corporate
body.
7. Consumer Choice: Advertising facilitates consumer choice. It
enables consumers to
purchase goods as per their budget requirement and choice. Right
choice makes consumer
happy and satisfied.
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8. Art, Science and Profession: Advertising is an art because it
represents a field of
creativity. Advertising is a science because it has a body of
organised knowledge. Advertising is
profession is now treated as a profession with its professional
bodies and code of conduct for
members.
9. Element of Marking Mix: Advertising is an important element
of promotion mix.
Advertising has proved to be of great utility to sell goods and
services. Large manufactures
spend crores of rupees on advertising.
10. Element of Creativity: A good advertising campaign involves
lot of creativity and
imagination. When the message of the advertiser matches the
expectations of consumers, such
creativity makes way for successful campaign.
OBJECTIVES OF ADVERTISING
The fundamental purpose of advertising is to sell something a
product, a service or an idea. In
addition to this general objective, advertising is also used by
the modern business enterprises
for certain specific objectives which are listed below :
1. To introduce a new product by creating interest for it among
the prospective customers.
2. To support personal selling programme. Advertising maybe used
to open customers' doors for
salesman.
3. To reach people inaccessible to salesman.
4. To enter a new market or attract a new group of
customers.
5. To light competition in the market and to increase the sales
as seen in the fierce competition
between Coke and Pepsi.
6. To enhance the goodwill of the enterprise by promising better
quality products and services.
7. To improve dealer relations. Advertising supports the dealers
in selling the product. Dealers
are attracted towards a product which is advertised
effectively.
8. To warn the public against imitation of an enterprise's
products.
IMPORTANCE OF ADVERTISING
Advertising has become an essential marketing activity in the
modern era of large scale
production and serve competition in the market. It performs the
following functions:
1. Promotion of Sales: It promotes the sale of goods and
services by informing and
persuading the people to buy them. A good advertising campaign
helps in winning new
customers both in the national as wet as in the international
markets.
2. Introduction of New Product: It helps the introduction of new
products in the market. A
business enterprise can introduce itself and its product to the
public through advertising. A new
enterprise can't make an impact on the prospective customers
without the help of advertising.
Advertising enables quick publicity in the market.
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3. Creation of Good Public Image: It builds up the reputation of
the advertiser. Advertising
enables a business firm to communicate its achievements in an
effort to satisfy the customers'
needs. This increases the goodwill and reputation of the firm
which is necessary to fight against
competition in the market.
4. Mass Production: Advertising facilitates large-scale
production. Advertising encourages
production of goods in large-scale because the business firm
knows that it will be able to sell on
large-scale with the help of advertising. Mass production
reduces the cost of production per unit
by the economical use of various factors of production.
5. Research: Advertising stimulates research and development
activities. Advertising has
become a competitive marketing activity. Every firm tries to
differentiate its product from the
substitutes available in the market through advertising. This
compels every business firm to do
more and more research to find new products and their new uses.
If a firm does not engage in
research and development activities, it will be out of the
market in the near future.
6. Education of People: Advertising educate the people about new
products and their uses.
Advertising message about the utility of a product enables the
people to widen their knowledge.
It is advertising which has helped people in adopting new ways
of life and giving-up old habits.
It has contributed a lot towards the betterment of the standard
of living of the society.
7. Support to Press/media/publisher: Advertising provides an
important source of
revenue to the publishers and magazines. It enables to increase
the circulation of their
publication by selling them at lower rates. People are also
benefited because they get
publications at cheaper rates. Advertising is also a source of
revenue for TV network. For
instance, Doordarshan and ZeeTV insert ads before, in between
and after various programmes
and earn millions of rupees through ads. Such income could be
used for increasing the quality of
programmes and extending coverage.
ACTIVE PARTICIPANT IN ADVERTISING
Following are the group of people who are actively involved in
advertising.
1. Advertiser: Seller who manufacture and market consumer
products are the prominent
group of advertisers. Hindustan unilever, proctor and gamble,
Seimen and Larson and toubro
are the examples of advertisers. Also the retailers are the
second prominent segment among
advertisers. They stock the products and sell them to the
ultimate consumers. Government and
social organization are also the active participant in this
category.
2. Target audience: It refers to the recipient of the
advertising message. Every message is
either directed to a mass audience and class audience.
Advertising desire to cover this target
audience for promoting sales. Advertising message intends to
cover the potential user and non
user who may purchase the product in future. The messages are
also directed to the user of the
competitor's product so that they switch over the advertiser's
products.
3. Advertising Agencies: An advertiser has two options viz. (i)
to design, develop and
produce and advertising message and get it placed in desired
media directly through his own
sales or advertising department, or (ii) to entrust the entire
job of advertising to a team of highly
professionalised, specialised, independent, advertising agency.
An advertising agency is
composed of creative people, who conceive design, develop and
produce, advertising message
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with creative ideas and place it in the desired advertising
media, for and on behalf of its client
(the advertiser). The advertising agencies usually charge a
commission of 15% on the media bills
from the media owners. In addition, they charge out-of pocket
expenses to their clients, i.e. the
advertisers. They employ copywriters, artists, photographers.
Typographers, layout designers,
editors and such other creative people.
4. Advertising Production People (Artists): The production of
impressive and persuasive
advertisements is possible only with the active help and
creative spirit of the artists like
copywriters, artists, photographers, typographers, layout
designers, editors and such other
creative people. Such people are usually employed by the ad
agencies or, their services may be
hired by the ad agencies on job basis.
5. Target Audience (Readers, Listeners, Viewers and Present and
Future Buyers):
Advertising messages are given about products services and ideas
to readers, listeners, viewers
and actual and potential buyers, who are known as the audience.
The target audience may be
classified into the following three categories, viz., (i)
existing or, current consumers, who are
reminded and influenced to continue their patronage and to
increase the volume of their
buying, (ii) consumers, who buy and use, a competitors brand;
hence they are persuaded to buy
the advertised brand, instead of the competitors brand; and
(iii) those consumers, who do not
use any such product; and even then, are persuaded to buy the
advertised product.
6. Mass Media: Advertising messages are communicated to the
target audience through
different mass media, such as,
(i) Print Media: They consist of newspapers, magazines,
journals, handbills, etc.
(ii) Electronic Media: They consist of radio, television motion
pictures, video, multi-media and
the internet.
(iii) Outdoor Media: They consist off posters, hoarding,
handbills, stickers air balloons, neon
sing bill boards, local cinema houses, and transit media.
(iv) Direct Mail: It consist of brouchers, leaflets, pamphlets,
letters and return cards addressed
to consumers. The advertising agencies guide their clients
(advertisers) in selection of the most
appropriate advertising media, which is known as media planning.
Each medium has sits own
merits and demerits.
7. Government Authorities: The business of advertising is
regulated by the government
department. The government adopts law and regulation which have
a direct or an indirect
bearing on the advertising. Apart from this ASCI (Advertising
standards council of India) and
ABC (Audit Bureau of circulation) are also some of authorities
regulating advertising.
8. Advertising Production Firms: Advertising production firms
are the support agencies
which help in the production of advertisement. This includes
copywriter, artist, photographers,
typographers, producer, editors. These are the people who
transform ideas into a finished forms
Thus the success and failure of the advertisement depend on
these people.
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Date: 22/02/2016
PRACTICAL NO. 2
Objective: To study different types of advertising
Different types of advertising studied includes
Newspaper Advertising
Magazine Advertising
Internet Advertising
Radio Advertising
Television Advertising
Outdoor or Mural Advertising
NEWSPAPER ADVERTISING
Newspapers are bought largely for their news values. Newspapers
may be national/local
daily/weekly. These are a good vehicle to pass on information
about new products, current
products and price-off deals. They can be used for local,
national and regional market coverage.
In India, there are a number of newspapers both in English and
also in regional languages.
Many newspapers in English and Hindi have nationwide coverage.
So a message given in
newspapers may have a better impression on the minds of the
people and it may be more
specific, clear, complex and lengthy. Currently, 1173 daily
newspapers and 5280 weekly
newspapers are published in India, out of which the largest
number is accounted for by the
Hindi language newspapers followed by Urdu, Marathi and English
newspapers in terms of
number, and English, Hindi, Malayalam, Marathi and Gujarati in
terms of circulation.
They offer a lot of flexibility. According to the convenience
and necessity of the advertiser, the
shape, size and appeal may be frequently changed to suit the
need of the advertiser.
Obituary Ads: these type of ad contains a photograph and detail
text about death person and his
family. 3*8, 4*8, 5*8, 6*8, 9*8, 13*16 etc. Most of these ads
were two column ads.
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Classified Ads: there size varies. They were available in small
to medium sizes like 1*3, 1.5*3,
3*3, 6*6, 5*3, 6*3, 6*7, 5*6. Most of these ads were black and
white. These ads were related to
education tuition, rented apartments, lost and found, vehicle
selling, property selling, job
requirements, business requirement etc. there font size was
small because these ads are seen by
the person who already has interest in them. They contain little
information and provide a
contact number for additional information.
Commercial Ads: Most of these ads were colored. And larger in
size as compared to classified
ads. There size vary from 8*8, 10*8, 20*12, 16*20, 25*16, 12*32,
25*32, 52*32 etc. these ads
were related to different consumable goods, sales, vehicles,
electronics, food items, beauty
products, institutions, online shopping, footwear, sales and
other offers. These ads were
colorful, attractive with bold feature with the brand name.
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MAGAZINE ADVERTISING
Magazine offer selective circulation throughout the country and
it has special target audience as
its reader.
Ads vary upon the client group like housewives, businessman,
teenagers, farmers etc. targeted
by magazine. For magazines like Femina and Grihsobha, who are
for women, ads was related to
beauty products, household items, furnishing items, jewelry and
housing were there. These
were printed with glossy effect and large pictures in order to
grab the attention of reader.
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Magazines for competitive exams have ads related to student like
books, publisher, coaching
classes, institutes, pen etc. These ads only contain information
to make the reader aware about
new publication product. These ads were mostly in mono color
with less colorfulness.
Farm related magazine had the ads related to agricultural tools
and equipment, pesticides,
water pumps, seed companies, extension services etc. these ads
contain a picture of farm or
farmer or farm related activities as well as the advantage of
using the advertised
product/service.
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INTERNET ADVERTISING
Ads on the Internet can take a variety by forms. Most
advertising on Internet can be classified as
websites, banners, buttons, interstitials, Meta ads, classified
ads, and email ads.
i. Banner ads: A banner is a little billboard that spreads
across the top or bottom of
the Web page. These are colorful and horizontally placed on top
of the webpage.
ii. Button Ads: similar to banners. They are small version of
the banner those often
look like an icon usually provides a link to an advertisers home
page. These ads are
less colorful but contain a button as a link to visit the
advertisers website.
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iii. Interstitials ads: variety of animated ads that pop up on
the screen while the
computer downloads a website that the user has clicked on.
iv. Meta Ads: an advertisement displayed on the results page of
a search, specific to the
searched item. Meta ads are also referred to as keyword
advertising.
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v. Classified Ads :
Another growing area for Internet advertisers are classified ad
websites. They are similar to
newspaper classified ads. You can search for homes, cars, jobs,
toys, shoes etc.
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vi. E-Mail Advertising: Advertisers can send e-mail advertising
to customers who
have asked for it. it is the most effective form of internet
advertising. These ads
contain attractive deals, offers, sale so that viewer get
influence and visit on the link
provided with the email.
Outdoor Advertising: these ads were large in size, using bold
letters, bright colors and big
pictures so that message can be easily received by moving
public.
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PUBLIC SERVICE ADVERTISEMENT
These ads are released by different ministries and departments
of Government of India. They
used to make the public aware about certain issue, service,
programme, policy and provoke
action from the citizens. They contain lots of information
regarding special features, what to do,
details and logo of the concerned ministry etc.
RADIO ADVERTISING
Today, radio has emerged as one of our major advertising media.
It provides a very large
coverage of audience in urban and rural areas. Today, radio
advertising is extremely popular
with both trade and industry as the demand exceeds the time.
Radio advertising may be
described as word of mouth advertising on a wide scale. The
advertiser delivers the message
orally and not visually. It makes appeal to the ear and not to
the eye with the effect that the
message is conveyed to the masses whether literate or
illiterate.
TV ADVERTISING
Today television advertising is the best-selling media ever
invented. It has a potential
advertising impact unmatched by any other media. It is a means
of bringing actual
demonstration in the homes of the prospects and is therefore
more effective media when
compared with radio. That is why the position of radio
advertising has now being gradually
taken by television advertising.
Radio and television ads has been submitted in a form of CD.
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Date: 23/03/2016
PRACTICAL NO. 3
ADVERTISEMENT STRATEGY
OF
AN ORGANIZATION
Objective: To study the advertisement strategy of an
organization
Name of the Organization: MPUAT, Udaipur
Date of visit: 23/03/2016
Maharana Pratap University of Agriculture and Technology
(MPUAT), Udaipur is an
agricultural university. For advertisement of any information in
the printed media they have
given annual contract to Ankit Advertising Agency, Udaipur which
is owned by Mr. Rajeev
Murdia. This contract was given after assessment of tenders
submitted by different advertising
agencies. This agency deal with all the matters related to
designing and publishing of the
newspaper ads of the university. All the advertisement related
to job vacancy, recruitments,
admission, tender invitation, admission information and any
other are designed and published
by Ankit advertiser in the newspaper which was suggested by the
university. The respective
personnel of university send details of the advertising
information to the agency and then
agency design the ads. These ads are then send to aforesaid
newspaper. Ankit advertising
agency provides a discount of 13 per cent to the university on
total cost of ads. For all these ads
university have to pay the cost as per the DPR (Daily periodic
Rate) which is specified and
announced by government from time to time.
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Shalini Pandey- 2016 Page 19
DATE: 16/04/2016
PRACTICAL NO. 4
REPORT
ON
VISIT TO ADVERTISING AGENCY
Objective:
To study the functioning and organizational set up of
advertising agency
To get information about the different departments and their
role and responsibility with
in the ad agency.
To acquaint with different services provided by an ad agency and
strategies followed to
ensure its sustainability.
Date of visit: 16 April, 2016
Agency visited: Ankit advertiser
Address: Shop No. 003, Circle View Complex, near Sukhadiya
Circle, New Fatahpura, Udaipur
Type of Agency: Proprietary based
Owner Name: Mr. Rajeev Murdia
Person interacted during visit: Mr. Rajeev Murdia
Software used for designing: Corel draw
Under the Ph.D. course program HECM 625 Advertising and
Marketing Communication, a visit
to ad agency was conducted under the guidance to Dr. Snehlata
Maheshwari, Professor, College
of Home Science, MPUAT, Udaipur. The agency visited was Ankit
Advertising agency,
located near Sukhariya Circle, New Fatehpura in Udaipur city.
The main purpose of visiting the
agency was to get a practical exposure and acquaint ourself with
the structure of an ad agency,
its function and management, different departments/ divisions,
their role and responsibility etc.
In the discussion with Rajeev Murdia, he told us about the
company background, its function
and services provided to clients. The Ankit advertiser have been
running from last 27 years
(established in 1990) and since then, the company is providing
multiple range of services to its
clients within Udaipur and outside the Udaipur (Jaipur, Jodhpur,
Gujarat etc.) with great deal
of satisfaction. The agency take advertisement for different
local and national newspapers such
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Shalini Pandey- 2016 Page 20
as Rajasthan Patrika, Danik Bhashkar, Rashtra doot Navjyoti,
Pratha Kaal, Punjab Kesari, The
Economics Times, Times of India, The Hindu, Sandesh, Gujarat
Samachar and many more and
is providing its services through it. The advertising agencies
have annual contract with several
corporate companies, educational institutes and private
businesses.
Process of Advertisement publishing
In order to publish the ad in newspaper, client first contact
the advertising agency either face to
face, via telephone or e-mail. Client tells specification about
the ad to be published, size of
advertisement and date of publishing and the newspaper in which
the ad will be published.
Then advertising agency designs the ad as per given
specification and send it to the client for
further correction and approval. After approval of the design,
the client used to pay money for
the ad. The advertising agency sends the ad to respective
newspaper with a release order.
Release order is a document which an advertising agency sends to
the newspaper organization
with the design of ad, without R.O. newspaper will not publish
the ad. R.O. contains
information regarding name of the client, size of ad, date and
newspaper of publishing, rate of
advertisement and signature of the owner.
Organizational composition
Organizational set up of Ankit advertising agency was very
small. The agency had total five
personnel who are responsible for different activities. The
different personnel of the agency
include the owner, designer, accountant and two field staff.
Designer was assigned with the
role of designing ads as per the client requirements like black
and white or colour and in varying
size. He prepares the rough layout, also does the proof reading,
grammatical correction, prepare
the caption etc. Field staff is responsible for providing the
bills to the respective client and he is
also responsible for building and maintaining contact with the
clients. The accountant is
responsible for maintaining proper accounts, billing and
maintenance of register of dues from
the clients, verifying whether the advertisement in the
different media actually appeared on the
days it was scheduled, if so whether correctly, and whether the
text was properly printed and
also looking after all the routine matters relating to account
keeping. The manager or the owner
has the overall administrative responsibility for the
organization. He is responsible for establish
and maintain contact with the potential clients and the agencies
as well as providing the good
working environment to the employee. He used to make strategies
for retaining clients and
takes all crucial decision for the agency.
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Shalini Pandey- 2016 Page 21
Functioning and services:-
The working hour of the agency was morning 10 to evening 6 for
all other staff excluding owner.
The owner of the agency used to be in the office till 7:30 pm.
Owner also used to receive ads
after working hours. Agency mainly provides services related to
designing and ensure
publishing of newspaper ads. The owner of the company further
acquainted us that the concept
of ad designing is same for every newspaper and mainly two
aspects is most important in layout
of ad viz. size and placement.
Size- the cost of the ad depends on its size. Advertisement
sizes vary from small (4* 3) to full
page advertising.
Appeal- the second factor is appeal, the design of an ad should
attract the attention of a reader
at a single glance and the third factor is placement of ad in
the newspaper, either it is placed in
front page, back, or in middle, or in classified.
Placement- The placement of the ad means where the ad has been
kept on newspaper either
on first page or any other page.
Owner of the agency told, there are three major categories of
newspaper ads:
i. Commercial ads: ads which are published with the news
stories. Their cost is more
than the other ads. There is a dead line up to 4 oclock for
national newspaper and upto 5
oclock for local newspaper if the ad has to publish next
day.
ii. Ads in classified display: it includes all the advertisement
that are to be published on
a specific page named classified. There is a dead line up to 5
oclock for national
newspaper and up to 6 oclock for local newspaper if the ad has
to publish next day.
iii. Obituary ads: these ads include information related to
death and death ceremony.
There was no specific deadline for receiving these types of
ads.
Cost of publishing ads: The cost ads vary depending upon the
newspaper to newspaper. The
cost for ads in Dainik Bhaskar cost were as follow
Commercial ads: Rs. 515 per square centimeter.
Ads in classified display: Rs. 227 per square centimeter +
scheme of publishing 2 ads
free of cost with 2 ads. These ads can be published on different
dates as per the client
wish.
Obituary ads: their cost was minimum i.e. Rs. 100 per square
centimeter
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Shalini Pandey- 2016 Page 22
The agency was designing different types of ad for different
clients like commercial ads, ad for
corrigendum, tender notices, ad for obituary, ad for
entertainment, institutional ads, ad for
electronic media and many more.
Other services offered by the agency includes:-
Ankit advertiser also design ads services for local TV channels
like 24 hour channel,
Aradhna channel and sky channel.
For radio advertisement the ad company used to prepare jingles
of short duration for the
FM radio channel.
The agency was not providing any services related to outdoor
advertising.
Though the agency also used to design ads like radio jingles and
TV ads but their demand was
less in the city and less number of clients who want such ads.
Owner told us that radio jingle in
FM cost around Rs. 7 per second.
Financial Plan of agency
For each advertisement the agency used to receive a commission
from the respective
newspaper. The commission of the agency was 15 per cent of total
cost of the advertisement.
The owner told us that in order to retain its clients, agency
also provide certain discount to its
client which vary from 2 13 per cent. There is a very tough
competition in the market. There
are total 11 advertising agencies are in Udaipur. They used to
retain customer by providing good
services, maintaining relations and providing discount. For
example the agency was providing
13 per cent discount to our university from last eight
years.
Designing tips for newspaper ads
Tips for designing of ads as given by Mr. Murdia were as
follows:
It should have eye catchy caption.
It should have full product details.
It should not mislead the audience.
It should not contain any ambiguous information.
Further details of the product i.e. the last name, address,
affiliation with logo, contact
information should be included in the ad.
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Shalini Pandey- 2016 Page 23
Consideration for establishing a news advertising agency
The owner told us that if we want to establish a new advertising
agency than we have to contact
the newspaper firm and they will give us certain target of
covering some space. And on
completion of the target only they will provide commission to
the agency. If the new agency
remains fail in fulfilling the target, then no commission will
be given to new ad agency by
newspaper.
Conclusion
Visiting the advertising agency was very learning for us. We got
lots of practical information
with the owner of the advertising agency Mr. Rajeev Murdia. He
had a huge experience in this
field and had a very good nature. Studying theoretically about
ad agency and practically visiting
the agency and seeing the functioning was a new experience for
all of us. We came to know that
in the small ad agencies the roles and responsibilities are
overlapping and there in not a formal
hierarchal structure. Advertising is a very creative as well as
challenging field; we have to use
our imagination in a best possible way to deliver the quality
product to the client. Also traits like
patience, good communication skills, simple nature,
administrative capability, leadership, quick
decision making and adaptation with changes are essential skills
which is required for better
management of an ad agency.
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Shalini Pandey- 2016 Page 24
Date: 11/05/2016
PRACTICAL NO. 4
CAMPAIGN PLANNING
Objective:
To plan the strategies and cost of the campaign.
To design the ads for creating awareness through different
media.
Topic: Anemia Awareness Camp
Client Group: Adolescent girls and rural women
Date of Campaing: From 25 May to 4 may, 2016
Locale of the campaign: Badgaon, Udaipur
Media used for campaign:
Mouth Publicity: for this organizer will contact with local
leader and will inform them
about the campaign. Local leaders will include aaganwadi
workers, school teacher, ANM
worker, gram pradhan and other panchayat members. Organizer with
local leaders will
go door to door and try to make all families aware about the
campaign.
Print Media: pamphlet containing information regarding the basic
information related
to campaign will be distributed in the targeted area with the
help of local newspaper
vendors to whom certain monetary amount will be paid for doing
that.
Radio: A short jingle will be broadcasted on FM radio lake city
for ten days, 5 times a
day so it will keep reminding the client group about the
campaign.
Television: Due to the heavy cost of advertising, this media
will not be used by
organizer.
Cost Estimation for advertising
Item Rate Quantity Cost (in rupees) Pamphlet 1/copy 1000*1 1000
Radio jingle 7/sec 7*40*5*10 14000 Transportation for mouth
publicity
500/day 500*10 5000
Total Cost 20,000
Designed pamphlet is attached in the next page.
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Shalini Pandey- 2016 Page 25
Script for radio advertising (Radio Jingle)
???
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5 12 2016 8 1 5 12