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MASS MEDIA and advertising
By Sunny Dahiya
Aniket Shrivastava
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Media are the bridge thatconnects
Organizations Consumers
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What is mass media???
Mass media refers collectively to
all media technologies, including
the Internet, television, newspapers, radio, and
many more, which are used for masscommunication, and to the organizations which
control these technologies
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Six basic
questions
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Types of mass media
Radio
TV
Newspapers and largecirculation magazines
People
Internet
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Advantages of mass media
Reaches many people quickly
Low cost per person reached
Can be used to:
Tell people about new ideas and services
Create a favourable climate of opinion
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Disadvantages of mass media
Difficult to make specific to local community
Fixed message
Can be easily misunderstood
Access often difficult
Lacks feedback F to F
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Soul City
An integratedcommunication
programme that usesradio, TV drama, print,face to face, training,
networking.
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What is advertising?Advertising a part of promotion mix can be defined
as:
a paid form of non-personal communication from anidentified sponsor using mass media to persuade or
influence audience with a unique message.
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Types of advertising
Product-Related advertising:- Informative advertising-This
advertising figures heavily in the Introduction stage of aproduct, where the primary objective is to build
demand. MOTOROLA Ads for pagers, explaining how to
use them (providing information).
Persuasive advertising- Persuasive Advertising figures
heavily in the Growth Stage of Product Life Cycle, where
the companys objective is to build selective demand for
a particular brand. Like- AKAI TV ads compared the brandwith 6 competitor brands
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Reminder advertising- This advertising is highly
important in the mature stage of the product to keep the
consumer thinking about the product. -Fevicol campaigns
act as a reminder form of advertising, bonding Fevicolwith consumers as the strongest Adhesive
d d
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Trade Advertising- It can classified into two categories:-
Retail advertising- Wholesale advertising- Retail
advertising- can define as covering all advertising by store
that sell good direct to the consuming public. Example- In& Out promotional techniques of retail outlets.
Wholesale advertising- Wholesalers are, generally, not
advertising minded, either for themselves or for theirsuppliers. They would benefit from adopting some of the
image making techniques used by retailers.
A b d d i i
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Area based advertising:- There are three types of this
advertising.
National advertising- This type of advertising is to
encourages the consumer to buy their product whereverthey sold. Advertising that is done in one nation
only. Dabur Ads or Nirma Ads
Global Advertising: Advertising that is carried on for a
company or a product globally. Like- Im loving it was a
global ad released by McDonalds
Local advertising-Advertising that is carried out in a
particular region or market. Like-BRU and AMRUTANJANselected campaign directed towards consumers in South
India.
M i l ti d ti i "li i f d
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Manipulative advertising:- "limits free andinformed action."It is sort of like convincing
customers to purchase something, but it is based on
incorrect or inconclusive information.
Surrogate advertising:- The advertisement comes
with the same music and punch line as the one forthe popular liquor brand telecast before the ban onliquor advertisements. Like- aap, main or
Bagpiper". This Bagpiper club soda advertisement,
featuring cine celebrities, is similar to the earlierone for Bagpiper whisky.
Unethical advertising: Unethical advertising is when you
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Unethical advertising:- Unethical advertising is when youpromise something you cannot deliver. For Example- In thefitness industry, you advertise that you guarantee a weight
loss of 50 pounds per month with your program. Youcannot possible deliver that to every person who comes into
your gym.Covert advertising:- Covert advertising is when a product or
brand is embedded in entertainment and media. Forexample, in a film, the main character can use an item or
other of a definite brand, as in the movie Minority Report,where Tom Cruise's character John Anderson owns a phonewith the Nokia logo clearly written in the top corner, or his
watch engraved with the Bulgari logo.
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Brand advertising: This advertising helps in the long-term build up of a brand. HLLs ads for LUX
,LIRIL, REXONA. Classified Advertising: Thisadvertising gives information dissemination about asale. MID-DAY NEWSPAPER or TOI classified
section.
Promotional Advertising: This advertising informs anannouncement about a sale. ADIDAS offering 50%
DISCOUNT on sneakers
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Advocacy Advertising: This advertising is used topublicize a particular cause. All the social ads fall
into this category. Drink, MORE MILK (TV ad byFCB ULKA for NDDB) & AIDS AWARENESS ADSby Govt.
Negative advertising:- emphasizes on negative
attributes of the competitors product instead offocusing on positive attributes of own products.
exp.- Horlicks Vs. complain, Pepsi Vs Thumps up
Puffery advertising: In these ads superlative degree is
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Puffery advertising:- In these ads superlative degree isused to create attraction. Example- Gillettes punch
line. The Best a men can get.
Financial advertising:- Ads taking only about financerelated things. Example- all insurance ads.
Gorilla advertising:- Guerrilla Advertising is anunconventional way of performing promotional
activities. Usually very funny or subtle, its a greatway to promote a business with a low budget and
generate buzz. But youll need lots of creativity.Example- guerilla ad
Emotional advertising:
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Emotional advertising:-Ads directly hit consumers emotions. Example-
Airtels ad of a little boy with toy phone.
Challenging advertising:- Ads directly or in directlychallenge other company, brand or product.
Example- Boomer gumlairs, clairs ka baap &luminous ad No.1 here we come. Corporate
advertising:-
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Burst advertising:- Ads dont have any above thing orsense but creative ads. Example- Amul Macho ye
to bada toing hai.Silence advertising:- a commercial with little or no
music will be most effective with an elderlyaudience. If someone is doing other things while
watching T.V. and all of a sudden they notice thereisn't any sound coming out of the television, theireyes will likely jump up to the television and it'sprobably at that moment the person will catch a
glimpse of a company name, or a logo.
Spoof advertising:-
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Spoof advertising:-When we promote our product on opponents adstrategy. Exp-Thumps up vs. Pepsi, Vodafone Vs.
reliance. Direct advertising:- Aqua sure For demoCall 1800
Advertising Objectives :
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Advertising Objectives :Advertising, can be used to address several broadobjectives including: building product awareness,
creating interest, providing information, stimulatingdemand and reinforcing the brand. To achieve oneor more of these objectives, advertising is used to
send a message containing information about some
element of the marketers offerings. For betterunderstanding here we will discuss about some
basic and broad objectives of advertising.
Basic Objectives :
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Basic Objectives :To inform: This type of advertising is heavily used in the
pioneering stage of a product category, where the aim is tobuild primary demand. Ujala commercial, where the ad
talks about how different it is from the age old neel bytalking about its solution contents and showing howdifferent your clothes look when washed with Ujala.
To Persuade: when the product is in the competitive stage,where the companys objective is to build selective demandfor a particular brand. Whirlpool ice magic positions itselfas being a quick icemaker and was the first one of its kind
to use this as a marketing platform
To Remind: when the product is in the maturity stage. They
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p y g yare intended to remind people to purchase your bran d.Thumps up, Coke, Pepsi ads all these ads no more are
shown to create awareness or persuasion because peopleare already aware of their presence and already have chosen
the brand of their choice. These are just reminder ads tokeep the brand or the company fresh in the minds of the
consumers or have the brand top of mind.
To Reinforce: It seeks to ensure the buyers that they havemade the right choice by purchasing your brand. HamaraBajaj advertisements make the owner of the two wheelersof Bajaj proud of their possession by giving it a patriotic
positioning
Broad Objectives
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Broad ObjectivesLaunch of new product/service:- To inform consumers
about new product launching. exp- Parle Lite
barbone. Expansion of market to new users:- Toinform about companys market expansion. Exp-
India got Talent.
Announcement of product modification:- To informabout product modification. Exp- Bajaj Pulsar.Announcement of dealers location:- To inform
about place where the product is available. Exp-Strapsil. Now available in your nearest generalstore
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Announcement of special offers:- To inform aboutlatest/special offers. Exp- Dettol combo offer 9Rs
off.To educate the customers:- To tell about what are the
benefits from the product and how to use that. Exp-AircelsPocket internet.
To create social responsibility:- To make customersocial. Exp- Padhega India tabhi to Badhega India
What is an Advertising Agency?
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g g y
An advertising agency:- is an independent organization setup to render specialized services in advertising in
particular and marketing in general. Advertising agenciesstarted as space brokers for the handling of the
advertisements placed in newspapers. Over the years, thefunction of the agencies has changed. Their main job today
is not to aid media but to serve advertisers. Some agenciesare- Mudra communications Pvt. Ltd, Ogilvy and Mather
Limited, JWT (Hindustan Thompson Associates Pvt. Ltd.),FCB-Ulka advertising pvt.Ltd., Rediffusion DY&R Pvt. Ltd
What is an Advertising Agency?
Types of advertising agencies :
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yp g gThere are basically four types of ad agencies ..
They are:In-house agencies:- An in-house agency is an ad agency set
up, owned and operated by the advertiser. Exp- daburs Adbur.
Creative boutiques:- Creative boutique is an agency thatprovides only creative services. These specialized
companies have developed in response to some clientsdesires to use only the creative talent of an outside provider
while maintaining the other functions internally.
Media buying agencies:- Media buying agencies areindependent companies that specialize in the buying of
media, particularly radio and television.
Types of Media :
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yp fThese are the various types of Media:- Television :-
All visual ads. Radio :- Ads on FMs Print
Publications :- All printed ads Internet :- pop ups,Flash msg, skyscraper. Direct Mail :- Mails etc.
Signage :- Skywriting, Plan banner, mobilebillboard Mobile Devices :- Messages on mobiles
Sponsorships :- sponsoring something Others :- Fax,product packing, Print on retail bills
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