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Print, Radio & Television: Lecture: Advertisement Shiza Nisar

This document discusses different types of advertising media and formats. It begins by defining types of print advertising like handbills, posters, and leaflets. It then discusses electronic advertising on radio and television. It also mentions new media advertising on computers and mobile phones. The document categorizes advertising into four main types: product advertising which focuses on goods, service advertising about companies' services, public service advertising for social issues, and institutional advertising to build company image. It provides examples and purposes for each advertising type.

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36 views

Print, Radio & Television: Lecture: Advertisement Shiza Nisar

This document discusses different types of advertising media and formats. It begins by defining types of print advertising like handbills, posters, and leaflets. It then discusses electronic advertising on radio and television. It also mentions new media advertising on computers and mobile phones. The document categorizes advertising into four main types: product advertising which focuses on goods, service advertising about companies' services, public service advertising for social issues, and institutional advertising to build company image. It provides examples and purposes for each advertising type.

Uploaded by

mz
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Print, Radio &

Television
LECTURE : ADVERTISEMENT
SHIZA NISAR
Things to Remember
• Handbill A small sheet of
paper carrying an
advertisement message
distributed by hand.
Handbills are very often
white, pink and yellow.
Students and newspaper
dealers do the work of
distributing handbills.
Things to Remember
• Poster A sign posted in a
public place as an
advertisement. A poster
may carry only words, or it
may have graphic images
and photographs.
• A poster may be stuck on
a wall with glue.
Things to Remember..
• Leaflet A small book
usually having a paper
cover. It usually has very
few and thin pages.

• Ad An advertisement is
also called an ad.
Classification of Advertisements According To Various Media
There are different ways to categorise advertising.
The most popular will be a classification based on the media of
advertising.
• Print
• Electronic
• New Media
Print
• One of the most popular forms of advertising.
• Print ads can have many forms - newspapers and magazine ads, bills, wall posters,
banners, calendars.
• The rise of print advertising is linked to the rise of the newspaper industry.
• Print ads can be categorized as Classified and Display ads.
• Classified ads provide valuable information in a very direct and often dry manner.
• They contain only basic facts.
• You must have read information about property markets, shares, matrimonial, detective
agencies, housing, births and deaths in the classified pages of most national dailies.
• Display ads are bigger and take more space. They are often very colourful and contain
attractive images. Glossy magazines usually carry many display ads.
Electronic
• Electronic ads are usually more vibrant.
• They can be heard on radio and seen on television.
• The rise of the television industry was a great impetus to the advertising
industry - so much so that very often people find ads more interesting
than television programmes.
• Did you know that a TV ad is also called a
commercial?
Electronic… Boards
• Electronic ads can also be
displayed as text and image on big
monitors and light boards.
• These ads target people while they
are waiting for the light to turn
green!
New Media
• If you have used a cell phone, you will be familiar with different ads
asking you to download popular film songs or vote for your favourite
candidate in a television show!
• There is a new phase in advertising with the coming of the internet and
popularity of cell phones.
• Computers and cell phones are becoming cheaper and more accessible.
• These are the new platforms of advertising for the 21st century.

Do you think the ads that keep popping up on websites are annoying?
Different Media of Advertising
Advertising Terms to Remember.. Tagline
• A tagline is a creative, often
witty, ad slogan that helps
people remember a particular
product.
• Can you think of any popular
taglines?
Advertising Terms to Remember.. Brand
• Brand is the name of a product or
service that is very easily
recognizable.
• People buy the product because
of the brand name.
• Some famous brands are Dettol,
Pepsi cola, Yamaha motorbikes,
Cadburys chocolate, Ponds soap,
Sunsilk shampoo, BandAid, Dalda,
Lifebouy soap etc.
Advertising Terms to Remember.. Campaign
• An advertisement campaign is a series of
advertisement messages that share a single idea
and theme which together make up an
advertisement strategy for a product, service, or
institution.
• Advertising campaigns appear in different media
across a specific time frame.
Advertising Terms to Remember.. Target Audience
• Target audience or target group is the primary group of people that
something, usually an advertising campaign, is aimed at.
• A target audience can be people of a certain age group, gender,
marital status, etc. (example: teenagers, females, single people, etc.)
• A certain combination, like men from twenty to thirty is often a target
audience.
• Other groups, although not the main focus, may also be interested.
• Without knowing your target audience, advertising and the selling of a
particular product can become difficult and expensive.
Advertising Terms to Remember.. Target Audience
Types of Advertising
Advertisements can be categorized according to theme or content.
Broadly speaking, there are four types:
• Product Advertising
• Service Advertising
• Public Service Advertising
• Institutional Advertising
Product Advertising
• A product is something produced in large numbers by human beings,
machines or by a natural process..
• Products advertised therefore range from fruits and vegetables to
pickles and jams and scooters and cars.
• The main focus of the ad in this case is the product and not the
company or manufacturer.
• These ads usually have a playful approach.
• They are low on information about the product but are high on style.
• Ads of soft drinks, shoes, cars, cell phones and food products belong to
this category.
Service Advertising
• Here the focus is not on a factory manufactured item or product but a
company providing a service.
• This could be a bank, the railways a call centre or travel agency.
• The ads usually show the company as a leading service provider in its
particulars field.
Public Service Advertising
• This is also called social service advertising or development advertising.
• Here the focus is on issues that impact society on a larger scale, such as
family planning, national integration, polio eradication, and pollution
control.
• The main purpose is to create public awareness through hard-hitting
direct messages.
• These ads do not sell products and services but ideas.
Institutional Advertising
• These ads are directed at creating a good public image of a company.
• The ads focus on the organization’s work in areas of research,
development and quality control.
• Often the ads concentrate on the social work done by the company by
its sponsorship of educational, cultural and sports events.
• The purpose of these ads is to sell a positive image of the company
rather than a product manufactured by the company.
The End
• Thank you for bearing with me!

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