CHAPTER-3 TYPES OF ADVERTISING

Q. Write down the criteria that decides the best media for an
advertisement.

Ans= Budget and the possibility that the chosen medium offers to
comprehensively reach the highest percentage of one's target audience.
No medium is absolutely suitable for all kinds of products. All media are
relevant due to their specific and significant relation to the products they
are best suited to sell. If the target buyers of the product are youngsters
in the city, then internet and social media may have a natural choice. But
if the product is mainly for rural buyers, then other media like radio,
television, newspaper would be the better option.

Q. How is the media divided according to the old paradigm?

Ans= The old paradigm divides media itno two categories:-

1. Published Media
2. Audio-Visual Media

1. Published media would include all kinds of Newspapers,

Magazines, Brochures, Fliers

2. Visual and aural media would include Television, Radio, Cinema,

Billboards, Posters.

Q. Make a list of prominent media available to disseminate

advertisements.

 Print -newspapers, magazines, brochures, fliers and posters.

 OOH -billboards kiosks tradeshows events
 Broadcast advertising -Radio TV Digital Internet + Mobile + Social
Media
 'In film' promos
 Celebrity endorsements
 Cross promotions
 Merchandise
 Games (Mobile and computer)
 Covert advertising
Q. What is OOH?

Ans= OOH stands for Out of Home Media also known as Outdoor, is a kind of advertising
that reaches audiences outside of the home on a variety of platform including billboards,
kiosks ,tradeshows etc

Q. Discuss the utility (Advantage) of radio as an advertising

medium.

Radio Advertisement have the following main advantages.

 They deliver the messages immediately and with very high

frequency even within a single day.
 It has a captive audience and the one that will share information
locally with each other.
 It can reach traveling audience too due to transistors, car radios and
mobile phones.
 It also has a low cost of production. .

Q. Discuss the scope of Direct Mail in advertising.

Direct mail may not have any glamour or high profile quality to it, but it is
certainly a very effective channel of communication. it has been found to
elicit the highest response rate of all media.

It also offers the highest level of selectivity of all media. The control over
what is communicated is much better than the other channels. The
responses of the consumers are easy to measure and quantify in this
form.

The results are easy to test. In this form, there is no clutter or noise
problem, as it reaches the consumer directly and personally.

Durability or life span of the message is long. Direct mail is a particularly

attractive option for small business owners, as it can communicate a lot of
information about a product or service and reach almost any conceivable
target group for a relatively low cost.
Q. Enumerate the disadvantages of advertising on
billboards/hoardings.
It involvs high initial costs in setting up,

impact is hard to measure,

not too much of content can be put and

the cost per consumer is on the higher side.

Q. Define outdoor or OOH as an advertising medium.

Out door or out Of Home [OOH] includes billboards, kiosks, tradeshows,

and events.

Billboards /hoardings are most prominent. If they are in the right place
then have highest visibility round the clock. Large size does make an
impact.

On the negative side are the following considerations -high initial costs are
involved in setting up, impact is hard to measure, not too much of content
can be put and the cost per consumer is on the higher side.

Kiosks can be set up in malls and similar public places.

Tradeshows and events have the advantage of face to face interaction

and large volume of people coming in, but the effort required is
expensive.

Q. Define “Cross-Promotion”.

"Cross promotion is a specific marketing tactic wherein two or more

businesses team up together to reach a broader population."

"Cross promotion is a process in which two or more advertisers of a

product or service associate themselves with each other to increase their
profile, reach more people etc."

Q. Discuss the benefits of cross promotion.

 Cross promotion broadens your clientele base

  saves time as more people are reached more quickly;

 saves money as costs are shared.

 Cross promotions have a catchy quality about them.

 They at once seem attractive and get people interested instantly.

 since both the partners are mutually promoting each other, their
credibility goes up and working together breeds synergy and
innovation as new ideas begin to emerge.

Q. Explain the term, “Specialty Advertising”.

Merchandise- good, clothes bearing the logo or names or designs of the

products are another popular way to advertise, but it will be limited to the
class of buyers. It is also called Specialty Advertising.

A company can have its name put on a variety of items, such as caps,
glassware, gym bags, jackets, key chains, and pens. Since these items
remain in use over a long period of time, most companies are successful
in achieving their goals for increasing public recognition and sales through
these efforts.

Q. Explain “Covert Advertising”.

Covert advertising is presently a hot trend in promoting products and

services. It embeds a product or brand in entertainment and media. Like
Aston Martin has promoted itself as the high profile car used by the
legendary character James Bond. The brand and car will have a very
dramatic visual presence in the film.

Q. In India, which media gets the highest share of advertising

expenses?

Newspaper gets the highest share of advertising expenses followed by

television, and next come the periodicals.
Q. What are the limitations do mobiles and computers have as
advertising medium?

Ans= Mobiles and computers can be deviced to promote the brand but
the reach is limited to mostly the young or tech-savvy consumers.

Q. Discuss the advantages and disadvantages of newspaper and

magazine and radio advertisements.

Newspapers

In India the highest percentage of spending on advertisements was on

newspapers for the year 2010. Newspaper advertisement rank highest for
credibility for all media. It offers high local coverage and immediate
delivery of your message. It is low cost. It has a preservation value. People
have the habit of cutting out pieces and preserving them, Special sections
like the shopping guide inculcate the habit in the readers to regularly
follow up that section. Sunday supplements have a higher and special
readership.

On the other hand it has the disadvantages of existing in a cluttered and

competitive environment and also has low production quality. Newspapers
have a short life span too.

Magazines

Magazines Advertisement have much better visual and overall production

quality. They also have longer shelf life and assured and loyal readership.
Since the magazine readership is a known factor, publication houses
already have a selected readership.

Its disadvantages include inability to deliver messages immediately,

comparatively high costs and low frequency.

Radio

Radio Advertisement have the following main advantages.

They deliver the messages immediately and with very high frequency
even

within a single day. It has a captive audience and the one that will share
information locally with each other.

It also has a low cost of production. It can reach traveling audience too
due to transistors, car radios and mobile phones.

The disadvantages are one can disseminate only audio messages. The
messages are ephemeral (Short Lived)and have no shelf life. Listening
sessions are typically cluttered with all kinds of messages, hence your
message exists in very competitive environment.

How important is television as a medium for advertisement?

Three key phrases will define the importance of television to advertisers -

Immediate delivery of messages, High frequency of message and very
high impact. In addition to these there are some other major advantages
too. Depending upon the channels and other associations, television
advertisement carry high prestige.

Also the reach of television now days is phenomenally large as compared

to any other medium. Moreover, the communication is synchronous
internationally. This factor reduces the cost per consumer substantially.

Q. What are the disadvantages of television?

Ans= One of the major disadvantages of television is the very high cost
of production and that of the airtime. Secondly, the message makes it
impact momentarily and then is replaced by another one. So no matter
how powerful is the message it exists in a torrent of many similar ones.
Then remote control spoils the continuity further by offering an easy
facility of channel surfing, so there is no guarantee that the particular
message will be seen uniformly as many times as it is aired.

Q. What are the advantages or disadvantages of direct mail?

Ans= Direct mail may not have any glamour or high profile quality to it,
but it is certainly a very effective channel of communication. Normally it
has been found to elicit the highest response rate of all media.

It also offers the highest level of selectivity of all media. The control over
what is communicated is much better than the other channels. The
responses of the consumers are easy to measure and quantify in this
form.

The results are easy to test. In this form, there is no clutter or noise
problem, as it reaches the consumer directly and personally. Durability or
life span of the message is long.

Direct mail is a particularly attractive option for small business owners, as

it can communicate a lot of information about a product or service and
reach almost any conceivable target group for a relatively low cost.
There are certain disadvantages of direct mail system. Per consumer cost
is very high. Since everyone tries out this form, there can be over
saturation and the feeling of junk mail may be associated with it. Some
people may have the resistance to buy through mail.