Incredible Secrets of Incredible India: iankur Advertising

Myth: Advertising is an unethical and dishonorable profession.
Working in advertising is, in fact, a very respected profession. Unfortunately, there are those that think because you are trying to sell something through advertising that you're trying to trick or deceive the public.

Advertising actually follows very specific rules that ensure all advertising messages are on the up and up. The last thing an advertising agency wants to do is to harm their client's reputation by producing materials that could be misconstrued as deceptive advertising.

Myth: Everyone in advertising makes a fortune.
Yes, it's true, you can make a lot of money working in advertising but not everyone is making six figures. A majority of people working in the field started at the bottom rung of the ladder, interning for free, possibly even making minimum wage just to get their start in the industry.

Just as with any profession, in advertising you pay your dues and you work your way up. What you make of your advertising career is completely up to you.

Myth: It's really hard to get started in advertising.
There are plenty of opportunities for those who want to get started in the field. This doesn't mean you're going to get that corner office with a view, the prestigious income and creative control of advertising campaigns with your first job.

There's a lot of legwork you're going to have to do. But if you're serious about your career in the industry, you can break in.

Myth: Working in advertising is just like working in public relations.
These two industries are commonly tagged as being the same profession. While advertising and public relations can go hand-in-hand, their focus is far different. You can use your advertising skills to get a job in PR and vice versa but just because you work in one industry does not mean you automatically know everything there is to the other.

Myth: You'll finally be able to put all those great ideas to good use.
There's a certain process to every advertising campaign. Some clients give the advertising agency a basic concept and they let the agency run with it. Some leave everything to the agency's expertise and let them handle every aspect. Other clients want to be more involved in the agency process.

In most agencies, you'll have meeting after meeting after meeting about any given ad campaign no matter what department you're in. You can exercise some of your ideas to an extent but they may not make it to the client.

As part of the agency team, there are many levels of red tape your ideas and even your materials will have to go through before the project will be complete. The great copy you wrote on Tuesday may end up back on your desk with a bunch of changes by Wednesday. You resubmit it Thursday and by Friday you've got even more changes.

Most agencies welcome your creative ideas but don't get your feelings hurt if those ideas are dashed. It's not personal, it's just business. The idea you may throw around in a creative meeting may be the complete opposite of what a client has told their Account Executive they want or what was decided in a previous meeting with other execs within your agency.

Myth: It's a glamorous, fun-filled career. Every day is a day at the beach.
Don't you love those movies and television shows where the characters work in advertising and they seem to be having so much fun? Bosom Buddies, Thirty-Something, Friends, Nothing in Common, Bounce - these are just some of the examples of shows or movies whose characters have a career in advertising. And that's just what they are: characters in a fictional story.

Oh yes, it's great fun to create an ad campaign and it's rewarding to be a part of the team. However, there are days you will work extremely long hours, even weekends, and there are days your project may do a 180 and everything you previously worked on is now trashed. Sometimes the best days in advertising are the days when that difficult project finally leaves your hands for the last time.

Source: http://advertising.about.com/

March 01, 2009

icool Management Courses Material

Advertising is an important part of an organization’s promotional activities, with a clear view as to whether the retailer or the consumer is to be targeted and whether it is the product or the organization which is to be promoted.

Many medium –sized and large organizations seek the specialist services of and advertising agency. Agencies provide expert advice and carry out or mange a number of tasks, including copywriting; design and layout; film production for television or cinema use; space buying in medial and other outlets, such as billboards; and evaluation.

One of the major decisions associated with an advertising campaign concerns choice of media. Channels of communication include newspapers, magazines, television and radio, cinema, and displays. To ensure that the marketplace is adequately covered, it is often appropriate to use a mix of media.

Newspapers

Every modern society has a large coverage of national tabloid and broadsheet newspapers, with a vast daily readership.

Significant indicators of readership include age, sex, career, income and so on. This sort of information helps to determine where an advertisement should be placed so as to have the most impact on its target audience.

Advertising agencies can give advice by profiling readership profiles for newspapers which identify typical buyers in terms of social class and income. Also, newspaper themselves give advice on the best days to place detriment. Regional and local free newspapers also provide extensive coverage. They often group after advertisements can be confident that their advertisement will be read by those who are most interested.

Magazines

In most countries there are a wide range of magazines aimed at the mass market, including many that target women. Again, considerable variations exist in the age and gender of readerships .

As for newspapers, advertising agencies can give on readership profiles and supply details of other types of the magazines, such as those produced by produced by professional associations, those aimed at particular retail and trade groups and those covering specialist hobby and leisure interests. One of the major advantages of placing an advertisement in a magazine, rather than a newspaper, is that the publication is likely to have a longer ‘life’: it may be reread over many months and seen by many more people among the target audience

Television

The vast majority of households have television, making it an important advertising medium. It is particularly attractive to advertisers as it allows a combination of music, speech and pictures, as well as the use of jingles, well-known personalities and mini-dramas as aids to the creation of brand interest and identity.

The effectiveness of television advertising depends on a large number of the target group of consumers watching the advertisement at the same time. Therefore, its placement in an appropriate programme slot is vital. ‘Prime time’ programme, especially soap operas, provides some of the most ‘penetrative’ opportunities for advertising to a mass market.

Radio

Radio has the advantage over television of having much lower production costs. Local radio can help to develop a strong community feeling which small local business may benefit from in buying advertising.

China is a country with large rural areas, some of them are too remote to be covered by TV programs , or the residents in some areas are unable to afford to buy TV sets, radio is quite an efficient means of advertising. In some cased, radios can deliver advertisements to some special groups of people of customers, such as taxi drivers, passengers on buses and trains, which are hard to be reached in some period of time.

Cinema

The introduction of multi-screen cinemas and the consequent revival in cinema attendance has benefited advertising in the 1990s. Cinemas provide advertisers with a captive audience, which can be reached relatively cheaply. As a medium, it is of particular value to local retailers, businesses, hotels and restaurants.

Outdoors display

Use may be of parking meters, sandwich boards, taxis, buses and tube trains, telephone kiosks, hoardings and flashing signs.

Advertising Objects

To inform

Telling the market about a new product.

Describing available services

Suggesting new uses for a product.

Correcting false impressions.

Informing the market of a price change.

Reducing buyers’ fears.

Explaining how the product works.

Building a company image.

To persuade

Building brand preference.

Persuading buyers to purchase now.

Encouraging switching to your brand.

Persuading buyers to receive a sales call.

Changing buyer perception of product attributes.

To remind

Reminding buyers that the product may be needed in the near future.

Keeping the product in buyers’ minds during off seasons.

Reminding buyers where to buy the product.

Maintaining top-of-mind product awareness.

Advertising

Almost all companies selling a good or a service use some form o

f advertising . Advertising is an impersonal, one-way mass communication about a product or organization that is paid for by a marketer. It involves the use of communications media to inform, persuade, publicize and remind potential and existing consumers about an organization’s products and activities. Essentially, it is a means of increasing sales, It may also be used to encourage consumers to purchase products or services from a particular retail outlet. The following panel gives a list of reasons for advertising.

What is Advertising

The world is filled with advertisements. Different media are used in advertising. For example, radio commercials get millions of teenagers to shop for products made exclusively for them. Magazine ads showing models dressed in the latest style persuade women and men to buy new clothes in order to remain fashionable.

Some advertisement is essential. Without it consumers would be unaware of goods and services available and their choices would be restricted. It is also necessary to inform consumers of the availability and features of new products as they become available. Economists refer to this advertising as informative advertising and its importance is seen in the fact that the government spends very large sums in this type of advertising.

In developing advertising strategies, marketers must consider the best advertising medium of their message. IBM, for example, uses television ads to keep its name fresh in consumers’ minds. But it uses newspaper and magazine ads to educate consumers on the product’s abilities and trade publications to introduce new software.

Each advertising medium serves a different purpose. However, critics of advertising argue that much advertising is merely persuasive and does not add to consumer’s knowledge of the market. Moreover, exaggerated claims can mislead the consumer.

So what is advertisement? Advertisement is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.

I. Variety

Target consumer:

Consumer Advertising

Business Advertising

Area

International Advertising

National Advertising

Regional Advertising

Local Advertising

Medium

Print Advertising

Electronic Advertising

Out-of-home Advertising

Direct-mail Advertising

Function

Product vs. Non-product Advertising

Commercial vs. Noncommercial Advertising

Direct vs. Non-direct Advertising

II. Component

Headline – Catch Phrase – Theme
Text – Body -- Slogan

Incredible Secrets of Incredible India

September 01, 2010

PROMOTION MIX / MARKETING COMMUNICATION MIX