Project on Advertising Media

By, Thomas KL, Aslam Abdul Azeez, Mohammed Zeeshan, Marwan Ahmed Ali, Bankim, 6th BBM, Marketing Class, St.Philomena s College.

Contents
y y y y y y y What is advertising? Advertising Media Types of Media Media Analysis Methods of Media Analysis Conclusion Bibliography

What is Advertising?

Advertising is a form of communication used to encourage or persuade an audience to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages. Commercial advertisers often seek to generate increased consumption of their products or services through "Branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. In 2010, spending on advertising was estimated at more than $300 billion in the United States and $500 billion worldwide. Internationally, the largest ("big four") advertising conglomerates are Interpublic, Omnicom, Publicis, and WPP

Advertisement Media
Advertisement media can be termed as the various means such as billboards, magazines, newspapers, radio, television, and internet by which promotional messages are communicated to the public using words, speech, and pictures. Another name for advertising media is advertising vehicles. There is a huge variety of media available through which a business can conduct an advertising campaign. Advertising media can be broadly classified into Published Media, Visual/Aural Media and Social Media. Published Media Published media are printed media like newspapers and magazines. Any sort of printed media will come under this classification. The different types of published media are: National daily newspapers Sunday newspapers Local and regional newspapers Consumer magazines Specialist magazines Trade and professional press Internet Visual/Aural Media Visual/Aural media are any sort of media that we can see or hear. These are mainly broadcasted advertisements like: Television (terrestrial and digital) Radio Cinema

Billboards Transport Direct mailing

Social Media Social Media is the most popular form of media in this modern age. Social Media is nothing but advertising through websites especially through social networking sites, the major social media websites include: Facebook Orkut Twitter LinkedIn

Types of Media
y y y y y Newspapers Magazines Yellow Pages Radio Television While doing this project we figured that showing the advantages and disadvantages of the different types of media would help us better portray an image about the different types of media, they are:
Newspapers: Newspapers are one of the traditional mediums used by businesses, both big and small alike, to advertise their businesses. Advantages Disadvantages Ad space can be expensive Your ad has to compete against the clutter of other advertisers, including the giants ads run by supermarkets and department stores as well as the ads of your competitors Poor photo reproduction limits creativity Newspapers are a price-oriented medium; most ads are for sales Expect your ad to have a short shelf life, as newspapers are usually read once and then discarded. You may be paying to send your message to a lot of people who will probably never be in the market to buy from you. Newspapers are a highly visible medium, so your competitors can quickly react to your prices With the increasing popularity of the Internet, newspapers face declining readership and market penetration. A growing number of readers now skip the print version of the newspaper (and hence the print ads) and instead read the online version of the publication.

Allows you to reach a huge number of people in a given geographic area You have the flexibility in deciding the ad size and placement within the newspaper Your ad can be as large as necessary to communicate as much of a story as you care to tell Exposure to your ad is not limited; readers can go back to your message again and again if so desired. Free help in creating and producing ad copy is usually available Quick turn-around helps your ad reflect the changing market conditions. The ad you decide to run today can be in your customers' hands in one to two days.

Magazines: Magazines are a more focused, albeit more expensive, alternative to newspaper advertising. This medium allows you to reach highly targeted audiences. Advantages Allows for better targeting of audience, as you can choose magazine publications that cater to your specific audience or whose editorial content specializes in topics of interest to your audience. High reader involvement means that more attention will be paid to your advertisement Better quality paper permits better color reproduction and full-color ads The smaller page (generally 8 by 11 inches) permits even small ads to stand out Disadvantages Long lead times mean that you have to make plans weeks or months in advance The slower lead time heightens the risk of your ad getting overtaken by events There is limited flexibility in terms of ad placement and format. Space and ad layout costs are higher

Yellow Pages: There are several forms of Yellow Pages that you can use to promote and advertise your business. Aside from the traditional Yellow Pages supplied by phone companies, you can also check out specialized directories targeted to specific markets (e.g. Hispanic Yellow Pages, Blacks, etc.); interactive or consumer search databases; Audiotex or talking yellow pages; Internet directories containing national, local and regional listings; and other services classified as Yellow Pages. Advantages Wide availability, as mostly everyone uses the Yellow Pages Non-intrusive Action-oriented, as the audience is actually looking for the ads Disadvantages Pages can look cluttered, and your ad can easily get lost in the clutter Your ad is placed together with all your competitors Limited creativity in the ads, given the need to

 Ads are reasonably inexpensive Responses are easily tracked

follow a pre-determined format Ads slow to reflect market changes

Radio: Offers a wide range of publicity possibilities. It is a mobile medium suited to a mobile people. It reaches the bedroom and breakfast table in the morning and rides to and from work in the car, lulls us to sleep at night and goes along to the beach, to the woods and on fishing trips, a flexibility no other medium can match. Advantages Radio is a universal medium enjoyed by people at one time or another during the day, at home, at work, and even in the car. The vast array of radio program formats offers to efficiently target your advertising dollars to narrowly defined segments of consumers most likely to respond to your offer. Gives your business personality through the creation of campaigns using sounds and voices Free creative help is often available Rates can generally be negotiated During the past ten years, radio rates have seen less inflation than those for other media Disadvantages

Because radio listeners are spread over many stations, you may have to advertise simultaneously on several stations to reach your target audience Listeners cannot go back to your ads to go over important points Ads are an interruption in the entertainment. Because of this, a radio ad may require multiple exposure to break through the listener's "tuneout" factor and ensure message retention Radio is a background medium. Most listeners are doing something else while listening, which means that your ad has to work hard to get their attention.

Television: A medium that permits the use of the printed world, spoken word, pictures in motion, color, music, animation and sound effects all blend into one message, possesses immeasurable potency. Television has become a dominant force, the primary source of news and entertainment and a powerful soapbox from which citizens protests can be communicated to the nation and the world. This medium has greatly altered national election campaigns and has diminished the role of the political parties. Events made large by TV shape public opinion worldwide.

Advantages

Disadvantages

Message is temporary, and may require multiple exposure for the ad to rise above the clutter Television permits you to reach large numbers of people on a national or regional Ads on network affiliates are concentrated in local news broadcasts and station breaks level in a short period of time Preferred ad times are often sold out far in Independent stations and cable offer new advance opportunities to pinpoint local audiences Limited length of exposure, as most ads are Television being an image-building and visual medium, it offers the ability to convey only thirty seconds long or less, which limits the your message with sight, sound and motion amount of information you can communicate Relatively expensive in terms of creative, production and airtime costs

Media Analysis

The starting point in the selection of appropriate advertising media is a media analysis . This can be defined as: "An investigation into the relative effectiveness and the relative costs of using the various advertising media in an advertising campaign" Before committing an advertising budget it is necessary to carry out marketing research on: - Potential customers - Their reading habits, television-watching habits - How many times the advertisers wish the potential customers to see an advertisement - How great a percentage of the market they wish to reach, etc. These elements all need to be considered and balanced to plan a campaign that will effectively reach its target audience at a reasonable cost.

Methods for Media Analysis

Below are the main methods of Media Analysis

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Content Analysis Content analysis is a systematic method used to turn items (mainly texts) into content categories. This method (more usually intended to inform quantitative research) follows explicit rules of coding, and enables large quantities of data to be categorized with relative ease. Content analysis offers a quick, broad overview of data sets, and as such can be used to support (and be corroborated by) other more detailed methods of textual analysis. Evaluative Assertion Analysis This approach, based on work in the 1950s by the psycholinguist Charles Osgood, attempts to map texts and their object referents by reducing them to fairly unequivocal evaluative ("nuclear") statements. EAA was later developed using Computer-Assisted Evaluative Text Analysis (CETA). Frame Analysis Frame analysis looks for key themes within a text, and shows how cultural themes shape our understanding of events. In studies of the media, frame analysis shows how aspects of the language and structure of news items emphasize certain aspects (and omit others). Discourse Analysis Discourse Analysis (DA) examines how the social world is constituted through discourse. Within DA there are various distinct traditions including conversation analysis and ethno methodology; sociolinguistics; discursive psychology; critical discourse analysis; Bakhtinian research; and Foucauldian research.

Conclusion

Advertising is an inevitable part of every business. While doing this project what we realized is that advertising has different types of media supporting it. Whether it be newspaper or magazines to television radio or the recently hyped up social media, advertising depends a lot on media for survival and vice versa. The relationship between advertising and media are a mutual symbiosis in which both are benefited. We also learned through our studies that social media has taken over a huge margin of other media advertisements especially that of print media. In today s Facebook world where 1/3rd of the population of the world is online social media holds the answer to cheap yet wide advertising.

Another important thing that we came across is Media Analysis, the process of figuring out which type of media is best for a business. We also came across the different methods of media analysis like Content Analysis, Evaluative Assertion Analysis, Frame Analysis and Discourse Analysis.

Bibliography

y The tipping point: How little things can make a big difference by Malcolm Gladwell y SPIN selling by Neil Rackham y www.wikepedia.com y www.tutor2.com y Blogs named : a) Ads of the world b) Shoe Money c) PSFK