Nehru arts and Science College, T.M. Palayam, Coimbatore-105
Department of Visual Communication
Visual Communication
ADVERTISING –I &11
Unit - I
Definition: The American Marketing Association, Chicago, defines Advertising as “Any
Paid form of Non personal presentation of ideas, Goods and services by identified
sponsors”
1) ADVERTISING AND ITS ROLE IN MARKET PLACE
1) Manufacturing and advertising
 It increase and stabilize the sales turn over
 It maintain the existing market and explore new
 It control market price
2) Middlemen and advertising
 It guarantees quick sales
 It act as a sales man
 It makes possible retail price maintenance
3) Sales man and advertising
 It creates a colorful back ground
 It lightens his burden of job
 It instills self confidence and initiatives
4)
Consumers and advertising
 It acts as a driving force in decision making
 It ensure better quality product at responsible price
 It saves good deal of time
5) Society and advertising
 It up lifts the living standards
 It generates gainful employment opportunities
 It provides new horizons of knowledge
2) ADVERTISING AS A PROCESS OF COMMUNICATION
COMMUNICATION PROCESS
There is a transmission of a message from a sender to the receiver. The end result of
the communication process is the understanding of a message. The message is
transmitted through media or certain channel. The response to the message is known
by receiving the feedback from recipients of the communication. The communication
some time fails to accomplish its purpose. Creation of an appropriate response or
understanding when the message is distorted by noise elements. The above diagram
illustrates the communication process.
3) MARKETING COMMUNICATION
Model marketing is the management of four p’s




Product
Price
Promotion
Place or distribution channel
4) SOCIAL EFFECTS OF ADVERTISING
 Advertising Is The Social And Business Process
 Advertising an useful activity
 Advertising influence the consumer price
 Advertising having bearing on consumer choice
 Advertising to much persuasive
 Advertising influence the consumer welfare and protection
 Advertising affect standard of living
 Advertising affect cultural value of society
 Advertising having ethics and truth
 Advertising control economic
 Advertising provide enough information as a buying agent
II unit
1) TYPES OF ADVERTISING
1.
2.
3.
4.
5.
Product advertising
Service advertising
Institutional advertising
Public relational advertising
Financial advertising
2) CONSUMER PRODUCT ADVERTISING
It is three types
1. Pioneering advertising – initial stage of advertising
2. Competitive advertising – it is in the stage of maturity
3. Retentive advertising – to sustain his loyalty
TYPES OF PRODUCT
Consumer product
For direct
consumption
Consumer durable which last over a period of time like refrigerator, TV & other
appliances
Consumer non-durable which last for a short while like sopes, detergent, past ,food
product
Industrial product
Like plant & machineries,
Spare parts
Consumer Advertising :
Most of the consumer goods manufacturing company are in a
highly competitive field and engaged in advertising consumer non-durables
frequently bought the advertising here tries to establish a competitive advantage while
advertising their brands.eg,.Musc system, Washing Machine, Air conditioner
Industrial Product Advertising:
It is a smaller than consumer product advertising, most
common objective for industrial product advertising are to inform, to bring in orders,
to stimulate queries, to empanel the marketers name on the buyers panel of sources, It
influence the buying persons, It build up a corporate image
Service Advertising:
Services are activities benefits or satisfaction offered for sales,
they are intangible,inseperable ,variable and perishable. They therefore required strict
quality control, supplier credibility and adapatibility,personalized services like
laundry, Hair Grooming, beauty saloon, Automotive repairs.
Institutional Advertiser or Corporate Advertising:
It presents its own story to build up image of itself in the public
mind. It is a public relations approach advertising. It creates positive image for the
firm, It forcefully tells how the organization is a socially responsible institution.
Institutional Advertiser may be addressed either to consumer or other groups li9ke
governments, suppliers, financial institution etc..
The Objective of Industrial or corporative Advertising
1)To make the company know.
2)To make its product/service known.
3)To make its Achievements known.
4)To makes it values known.
5)To make socio-political /Economic/Moral statements
Public Relation Advertising:
The Most widely accepted definition of public relation is the
deliberate, planned and sustained effort to establish and maintain mutual
understanding between an organization and its public PR is an extended arm of the
management.
What do you mean by Advertising?
Advertising is a form of communication that typically attempts to persuade potential
customers to purchase or to consume more of a particular brand of product or service.
“While now central to the contemporary global economy and the reproduction of global
production networks, it is only quite recently that advertising has been more than a
marginal influence on patterns of sales and production. The formation of modern
advertising was intimately bound up with the emergence of new forms of monopoly
capitalism around the end of the 19th and beginning of the 20th century as one element in
corporate strategies to create, organize and where possible control markets, especially for
mass produced consumer goods. Mass production necessitated mass consumption, and
this in turn required a certain homogenization of consumer tastes for final products. At its
limit, this involved seeking to create ‘world cultural convergence’, to homogenize
consumer tastes and engineer a ‘convergence of lifestyle, culture and behaviours among
consumer segments across the world’.” [1]
Many advertisements are designed to generate increased consumption of those products
and services through the creation and reinforcement of "brand image" and "brand
loyalty". For these purposes, advertisements sometimes embed their persuasive message
with factual information. Every major medium is used to deliver these messages,
including television, radio, cinema, magazines, newspapers, video games, the Internet
and billboards. Advertising is often placed by an advertising agency on behalf of a
company or other organization
What is Creativity?
By Linda Naiman
I define creativity is the act of turning new and imaginative ideas into reality. Creativity
involves two processes: thinking, then producing. Innovation is the production or
implementation of an idea. If you have ideas, but don't act on them, you are imaginative
but not creative.
“Creativity is the process of bringing something new into being...creativity requires
passion and commitment. Out of the creative act is born symbols and myths. It brings to
our awareness what was previously hidden and points to new life. The experience is one
of
heightened
— Rollo May, The Courage to Create
consciousness–ecstasy.”
What is Creating Visuals?
Using visuals in business writing is the embodiment of the old adage, "a picture is
worth a thousand words." Visuals consist of tables and figures which are used to visually
represent information in a vivid, easily understood manner. Visuals emphasize material
and can present material more compactly and with less repetition than text. Tables are
numbers or words arranged in rows and columns; figures are everything else.
Creating good visuals depends on always following these rules:






Check the source of the data
Determine the story you want your visuals to tell
Select the correct visual to tell the story
Follow the conventions when creating visuals
Use color and decoration with restraint
Make sure the visual is accurate
ASSEMBLING CAMERA
An exemplary method for assembling a lens unit and a light-receiving unit into a
camera module is provided. The lens unit includes a mountable surface. The lightreceiving unit includes a light-receiving surface and a mounting surface. The method
includes a mountable surface detecting step, a mountable surface repositioning step, a
mounting surface detecting step, a mounting surface repositioning step, and a mounting
step. The mountable surface detecting and repositioning steps detect and reposition the
lens unit to make the mountable surface perpendicular to the optical axis of the lens unit.
The mounting surface detecting repositioning steps detect and reposition the lightreceiving unit to make the mounting surface parallel to the light-receiving surface. The
mounting step mounts the light-receiving unit to the lens unit in the manner that the
mounting surface parallel to the light-receiving surface is biased against the mountable
surface perpendicular to the optical axis.
Claims:
1. A method for assembling a lens unit and a light-receiving unit in a camera
module, the lens unit comprising a mountable surface, the light-receiving unit
comprising a light-sensitive surface and a mounting surface, the method comprising the
steps of:detecting whether the mountable surface is perpendicular to the optical axis of
the lens unit;repositioning the mountable surface to make the mountable surface
perpendicular to the optical axis if the mountable surface is judged not to be
perpendicular to the optical axis;cycling through the mountable surface detecting step
and the mountable surface repositioning step until the mountable surface is judged to be
perpendicular to the optical axis in the mountable surface detecting step;detecting
whether the mounting surface is parallel to the light-receiving surface;repositioning the
mounting surface to make the mounting surface parallel to the light-receiving surface if
the mounting surface is judged not to be parallel to the light-receiving surface;cycling
through the mounting surface detecting step and the mounting surface repositioning
step until the mounting surface is judged to be parallel to the light-receiving surface in
the mounting surface detecting step; andmounting the light-receiving unit to the lens
unit in such a manner that the mounting surface parallel to the light-receiving surface
biases against the mountable surface perpendicular to the optical axis to make the lightsensitive surface be perpendicular to the optical axis of the lens unit.
2. The method as claimed in the claim 1, wherein the mountable surface detecting step
comprises the sub-steps of:biasing the mountable surface against a standard mounting
surface of a standard light-receiving unit, the standard mounting surface being parallel
to a light-receiving surface of the standard light-receiving unit;directing light from a
light source to shine on a shadow casting portion to cast a shadow on the light-receiving
surface of the standard light-receiving unit; andjudging whether the shadow deviates
from a standard shadow, the standard image being formed by casting the shadow of the
shadow casting portion onto the light-receiving surface of the standard light-receiving
unit with a standard lens unit biased against the standard mounting surface, the standard
lens unit comprising a standard mountable surface perpendicular to the optical axis
thereof;if the image is judged to deviate from the standard image, the mountable
surface
is
not
perpendicular
to
the
optical
axis.
3. The method as claimed in the claim 2, wherein the biasing step comprises sub-steps
of:fixing the standard light-receiving unit to a holder;placing the lens unit onto the
standard light-receiving unit in such a manner that the mountable surface of the lens
unit is in contact with the standard mounting surface of the standard light-receiving
unit; andbiasing the mountable surface of the lens unit against the standard mounting
surface.
4. The method as claimed in the claim 3, wherein at least three ejector pins are used to
bias the mountable surface of the lens unit against the standard mounting surface.
5. The method as claimed in the claim 2, wherein the shadow casting portion is made of
shaped
planar
wire
and
set
facing
the
lens
unit.
6. The method as claimed in the claim 2, wherein judging whether the shadow deviates
from a standard shadow employs a display device for superimposing a first image with
the shadow over a second image with the standard shadow both generated by the lightreceiving
unit.
7. The method as claimed in the claim 6, wherein the standard shadow is a labeled mark
on
a
corresponding
position
of
the
screen
of
the
display
device.
8. The method as claimed in the claim 2, wherein the mountable surface repositioning
step repositions the mountable surface by attaching at least one washer onto the
mountable surface depending the deviation between the shadow and the standard
shadow.
9. The method as claimed in the claim 1, wherein the mounting surface detecting step
comprises the sub-steps of:biasing the mounting surface of the light-receiving unit
against a standard mountable surface of a standard lens unit; the standard mountable
surface being perpendicular to the optical axis of the standard lens unit;directing light
from a light source to shine on a shadow casting portion to cast a shadow onto the lightreceiving surface of the light-receiving unit, andjudging whether the image deviates
from a standard image, the standard image being formed by casting the shadow casting
portion on the light-receiving surface of a standard light-receiving unit with the
standard lens unit biased against a standard mounting surface of the standard lightreceiving unit, the standard mounting surface parallel to the light-receiving surface
thereof;if the image is judged to deviate from the standard image, the mounting surface
is
not
perpendicular
to
the
optical
axis.
10. The method as claimed in the claim 1, wherein the mounting surface repositioning
step repositions the mounting surface by attaching at least one washer onto the
mounting surface depending the judging result of the mounting surface detecting step.
11. The method as claimed in the claim 1, wherein the lens unit comprising a lens
barrel, the lens barrel defining at least three screw holes in the mountable surface; the
light-receiving unit comprising a mounting plate, the mounting plate being sized so as
to seal the end of the lens barrel facing the light-receiving unit, the mounting plate
defining at least three through holes in the mounting surface, the at least three through
holes
being
aligned
with
the
at
least
three
screw
holes.
12. The method as claimed in the claim 11, wherein the mountable surface
repositioning step repositions the mountable surface by attaching at least one washer
over at least one respective screw hole depending on the detecting result of the
mountable
surface
detecting
step.
13. The method as claimed in the claim 11, wherein the mounting surface repositioning
step repositions the mounting surface by attaching at least one washer onto at least one
respective edge of at least one through hole facing the lens unit depending on detecting
result
of
the
mounting
surface
detecting
step.
14. The method as claimed in the claim 11, wherein the mounting step comprises substeps of:sealing the end of the lens barrel facing the light-receiving unit using the
mounting plate; andscrewing at least three bolts through the at least three through holes
and into the at least three screw holes to bias the mounting surface against the
mountable
surface.
15. A camera module assembled using the method of claim 1, comprising a lens unit
defining an optical axis;a light-receiving unit comprising a light-sensitive surface;a
plurality of pair of coaxial holes being defined in the lens unit and the light-receiving
unit;a plurality of fasteners extending into the coaxial holes to securely assemble the
lens unit to the light-receiving unit; andat least one washer disposed between the lens
unit and the light-receiving unit to make the light-sensitive surface be perpendicular to
the optical axis of the lens unit.
Ready Page
Ready Page Graphic Design is the low-cost, high-quality desktop publishing and
graphic design service in the Rutland area. From brochures to full color catalogs, we can
create items that are sure to present your product or service in a way that will get
attention. For businesses looking for anything from a new logo to an entire corporate
identity package, we're ready for you. And, if you're ready to jump into the world of the
internet, we have a design that will put you on the world wide map and at a price that will
certainly please you.
For over seven years, businesses from as far east as Maine to as far west as
Colorado have been finding out that when it comes to designing for your business,
nobody beats Ready Page. We offer big city quality and creativity at small town prices.
"I would like to compliment you and your staff for the outstanding service I have received on the various
design jobs that our company has placed with Ready Page. You can be assured that when I am talking to
other business men and women, I will highly recommend Ready Page for their quality, service and price."
Paul R. Trepanier – Owner
Woodenstone Clocks
How to SUBMITTING ADS TO THE MEDIA?
Definition of Media
Communication is one of the most important features of life. A baby cries to
communicate its hunger. Its cries, therefore is vital to its survival. But it is not just a one-way
process. When the mother hears her baby crying she tries to make out whether it is because of
hunger or because it is suffering from some other discomfort. She administers to the baby in
accordance with her interpretation of the cry that it is communicating. So communication is a
two-way process where the response is part of the process.
The cry of the baby is a message. So is the advertisement we see on television. Or the pop
music programme on radio, or the speech of a politician, or the instruction imparted by a
teacher in class, or the complaint that is registered when there is a power failure in the home
or the newspaper that is dropped at our doors daily. The only difference we find in these
varying kinds of messages is what is called the medium. When we speak or hear someone
talking the medium used is air through which the sound waves travel. Sound is not
transmitted through vacuum. When we talk on the telephone the medium used is a
combination of air and electromagnetic waves. Newspapers are ink on paper. The language
we use is also the medium. The Morse Code with its dots and dashes is a medium too. In
short medium is the means of sending information. When the medium is a technology that
carries messages to a large number of people – as do copies of newspapers or radio
programmes heard in thousands and millions of homes – it becomes a mass medium
ADS SUBMITTING GUIDELINES
The Birmingham News receives hundreds of electronic ads every week to
process. For accurate reproduction of your advertising, please adhere to our technical
standards. The Birmingham News will not be responsible for reproduction of files not
complying
with
stated
standards.
Our policy is to process the file as it comes in from the client or agency unless otherwise
instructed by the account representative on the work order. No changes or additions will
be made to a digital file without prior notice and approval by all parties concerned. Files
should be prepared by the client or agency as they wish them to appear in the newspaper.
We will be glad to make minor changes if possible (expiration dates, prices, etc.) for the
client or agency upon their request. Major changes or corrections to the file will be the
responsibility of the client or agency to handle and to resubmit the file as a revised
version. We will continue to assist you, both internally and externally, to make sure all
your ads are processed at the highest possible quality and to the your satisfaction.
INDRODUCTIONof
Advertising is a process of communication
Advertising is a form of communication used to influence individuals to purchase
products or services or support political candidates or ideas. Frequently it communicates
a message that includes the name of the product or service and how that product or
service could potentially benefit the consumer. Advertising often attempts to persuade
potential customers to purchase or to consume a particular brand of product or service.
Modern advertising developed with the rise of mass production in the late 19th and early
20th centuries.[1]
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 related qualities with the brand in the minds of consumers. Different
types of media can be used to deliver these messages, including traditional media such as
newspapers, magazines, television, radio, billboards or direct mail. Advertising may be
placed by an advertising agency on behalf of a company or other organization.
Organizations that spend money on advertising promoting items other than a consumer
product or service include political parties, interest groups, religious organizations and
governmental agencies. Non-profit organizations may rely on free modes of persuasion,
such as a public service announcement.
Money spent on advertising has increased in recent years. In 2007, spending on
advertising was estimated at more than $150 billion in the United States[2] and $385
billion worldwide,[3] and the latter to exceed $450 billion by 2010.[citation needed]
Advertising is communication used to influence individuals to purchase products or
services or support political candidates or ideas. Advertising can be displaced on
billboards, newspapers, T.V., websites, movies and more.
Major definitions regarding advertisements




In 1948 the American marketing association defined advertising as “Advertising
is any paid form of non-personal presentation and promotion of ideas, goods, or
services by an identified sponsor.”
Dorothy Cohen defined advertising as “Advertising is a business activity,
employing creative techniques to design persuasive communication in mass
media that promote ideas, goods and services in a manner consistent with the
achievement of the advertiser’s objectives, the delivery of consumer satisfaction
and the development of social and economic welfare.”
Subroto Senguptha defined advertising as “Advertising is the discovery and
communication of a persuasive difference for a brand to the target prospect.”
Advertising is the art and science of building brands through persuasive
communication and positioning them in consumers perception with a constant
vigil on the market situation and consumer expectations.”
Advertising agency
An advertising agency or ad agency is a service business dedicated to creating, planning
and handling advertising (and sometimes other forms of promotion) for its clients. An ad
agency is independent from the client and provides an outside point of view to the effort
of selling the client's products or services. An agency can also handle overall marketing
and branding strategies and sales promotions for its clients.
Typical ad agency clients include businesses and corporations, non-profit organizations
and government agencies. Agencies may be hired to produce an advertising campaign.
Structure of advertising agency
The structure of an advertising agency depends on the type (full service, A La Carte,
house agency) and the size in terms of the business it has and the number of people it has
employed. Whatever the considerations, an agency must have expertise in creative
writing, graphic designing, production and media planning. As advertising has come to
acquire an indispensible position in the overall marketing mix, agencies are required to be
associated with the product development process.
Structure of a small agency
President/Proprietor
Artist
Copy writer
production in charge
Traffic/media
Structure of a modern agency
Branch head
Head of Account team Account planner Creative Media Studio Finance
Clients Brands
A
Functions of Advertising agency
 Account planning
Referred as the “ghost function”, account planning is a much talked about and much
hyped function, but remains enigmatic to many, including a great number of practitioners
of advertising. Till the mid-eighties, not many agencies had felt the need for such a
department. Hindustan Thompson, one of the largest agencies did create an account
planning department in 1978, but soon wound it up in the absence of any clear cut work
for those assigned job. The function however got resurrected, thanks to the agencies
transnational affiliation and an acceptance of the function over a period of time.
What is account planning? And what do planners do? According to Jane Newman,
account planning is based on a simple premise. A client hires an advertising agency to
interpret its brand to a target audience.”So if one needs to understand the target audience
in depth, it’s the ad agency. Simply put, that is the raison detre of the account planner”,
opines Newman.
An account planner hence would be someone who is charged singlemindedly with understanding the target audience, then representing it throughout the
entire advertising development process- thereby ensuring that the advertising is both
strategically and executionally relevant to the defined target.
Account management
Account management to an advertising agency is like the nervous system to the body.
The account management team, comprising both senior and junior level functionaries,
generally designated as the vice president-account servicing, group head-account
servicing, account supervisor and account executives work as conduits between the
advertising agency and the advertiser. They are responsible for taking the brief from the
client, which they interpret to various specialist departments in the agency, getting the
approval of the client and supervising the work to ensure quality production and meeting
the deadlines.”Responsible on the one hand for mastering all the agency’s services for the
benefit of the client, and on the other hand for representing the agency’s point of view to
the client”, comment Bovee and Arens,” the account executive needs to be
knowledgeable and dynamic on the one hand and equally diplomatic, energetic and
someone with sharp reflexes.
Creative Services
Creative services are called the heart and soul of advertising. They are also the most
visible input in advertising. Creative services are two pronged, viz., copy writing and
graphics. The copy department is responsible for writing the persuasive messages and the
art department for visualizing and making visuals in the advertisement. In fact, perfect
synergy is needed between the two specialist groups. The writer needs to be capable of
visualizing and the visualizer should be a thinker.
Media services
The media personnel are supposed to be experts in understanding the media and the
media markets. The media departments’ job is to match the profiles of the desired target
with the profiles of the audiences of a wide range of media. The media are than evaluated
according to efficiency, cost and reach.