Advertising and Promotion 1
Lecture 13
ADVERTISING TOOLS AND ONLINE ADVERTISING
IMPORTANT TOOL OF ADVERTISING
TYPES OF MAGAZINES:
It is important to know different types of audience. Primarily following three different types of
audience:
Consumers: Directed to consumers who buy products for personal consumption.
Business: For business readers like:
a) Trade papers
b) Industrial magazines
c) Professional magazines
Farm Audience: Targets farmers & those engaged in products related to farming
TYPES OF ADVERTISING:
There are various types of advertising in use today like;
1.
OUT DOOR or OUT OF HOME ADVERTISING:
From posters, bill boards to hot air balloons.
2.
TRANSIT ADVERTISING:
Generally in urban areas like paint on buses, taxis etc. both inside & outside of these.
3.
DIRECTORIES:
Like yellow pages, Trade directories etc.
TELEVISION ADVERTISING
This source provides the ability to communicate sight, sound, motion and emotion, by giving
product “larger than life” image and being visual has more impact on customers. “Seeing
believes” becomes reality and makes easy for consumers to take decision.
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The following chart compares television to other media and its overall superiority as primary
media source of news and proving as a credible news source as illustrated as Chart No. 24
ADVANTAGE OF TV TO OTHER MEDIA
TV
69%
Newspapers
37%
Radio
Magazines
14%
5%
(a) Primary media source of news
TV
53%
Newspapers
23%
Radio
Magazines
7%
4%
(b) Credibility of news sources
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ADVANTAGES OF TELEVISION ADVERTISING
Television is rapidly becoming a very strong medium of advertising with global media
explosion and the setting up of numerous TV channels with in many cases very large foot print
(coverage area). It is being used extensively by all type of businesses, services and
governments, following are the advantages of television advertising:
•
Creativity and Impact: The greatest advantage of TV is the opportunity it provides for
presenting the advertising message, the blend of sight and sound offers tremendous creative
flexibility and resultantly making deep impact.
•
Coverage and cost effectiveness: Television advertising makes it possible to reach large
audience nearly everyone regardless of age, gender, income or educational level watches TV
at least for some time. In view of the large coverage of its telecast makes it more effective
both for advertising and cost effectiveness.
•
Captivity and attention: The combined power of sight, sound, motion and emotion creates a
very good effect
•
Selectivity and flexibility: In TV advertising some selectivity is possible to due to variations
in the composition of audiences as a result of program content time of telecast and
geographical coverage.
LIMITATIONS OF TELEVISION:
Despite being advantages and unsurpassed from creative perspective it still has some
disadvantages that limit its use by many advertisers. These are as follows:
•
Costs: It is enormously expensive medium to advertise.
Lack of selectivity: TV doesn’t offer as much audience selectivity as radio, magazine,
newspapers or direct mail for reach precise segment of the market
•
Fleeting message: Television commercials usually last from 30 seconds or less and leave
nothing tangible for the viewer to examine or consider.
•
Clutter: The problem of reading messages and shorter commercials suggests that since the
advertiser message is only one or more spots its results in effectiveness because of such
clutter.
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•
Limited viewer attention: Buying time on a TV program it communicates a message to large
number of customers yet there is increasing evidence that the size of viewing audience shrink
during a commercial break.
•
Deception in television advertising: Art and technology is being used to create simulations to
tell stories to evoke desired reaction from the audience. Basically a tantamount to say what is
not actually true.
INGREDIENTS OF A GOOD TV CAMPAIGN:
Television is an influential medium of advertising but making a good TV campaign the creative
process begins with our knowledge of what works best for television campaigns. The consumers
respond best to television commercials that employ one of the following elements:
•
Celebrities.
•
Humor, especially a surprise or a twist.
•
A story line.
•
A simple concept.
FORMS OF TV ADVERTISING:
Various techniques are used for Television Advertising and following are its different forms.
SPONSORSHIPS: Advertising through sponsoring programs
PARTICIPATIONS: Frequent spots 5, 10, 20, 30 seconds
SPOT ANNOUNCEMENTS: Word spot means with time frame appear during breaks etc.
RADIO ADVERTISING:
Although not as glamorous as TV yet it is still effective and strong. Following are the
advantages of radio advertising:
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ADVANTAGES:
•
Low cost option.
•
Definable target markets based on their format.
•
Radio stations offer considerable flexibility & a short lead time.
•
Intimacy like FM stations etc, liking to presenters, DJ’s etc.
•
Mobile: Its portability makes it mobile and can be taken anywhere.
DISADVANTAGES OF RADIO:
Radio has its disadvantages too which are given below:
•
Short exposure time: Radio advertisements normally last only 15 or 30 seconds and
listeners busy with other activities may not register them.
•
Target duplication: Several radio stations may try to reach the same target market and
advertising on all of them may not be financially feasible yet reaching everyone in that
target market may not be possible unless all stations are used.
•
Overloading of ads: Normally too much information is put in one add thus overloading
the consumer mind and very little is retain.
Loyal listenership: Radio stations have loyal listener who do not prefer to listen to other stations.
MEASURING RADIO AUDIENCE:
•
Coverage: The most basic measure is the station coverage which is simply the number of
homes in a geographic area that are able to pick up the station clearly.
•
Circulation: The circulation of the radio station i.e. the number of listeners listening to it
regularly.
•
Competing programs: Competing programs also provide a very good medium to judged,
determine and measure radio audience.
•
Timings of programs: The timings of programs are also crucial for measuring the number of
radio audience.
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CABLE TV:
Cable TV is now becoming very popular source of advertising and it has various advantages as
under:
ADVANTAGES:
•
Can buy time on programs for specific audiences
•
Cost is lower than normal TV.
•
Production costs more affordable.
•
More innovative production people available.
•
Message reach assured
LIMITATIONS OF CABLE TV:
There are various disadvantages of cable TV which limit its benefits these are appended below:
•
Limited or small Reach.
•
May have less experienced production crew.
•
Reaching specific customers, but not potential customers.
•
Audience may be fragmented and viewers may stay with a program for a shorter period of
time.
TRANSIT ADVERTISING:
Basically Transit Advertising can be defining as a source consisting of paper posters placed
inside or on transit vehicles and in transit stations. Following are the advantages of transit
advertising preceded by its disadvantages:
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ADVANTAGES
•
Exposure to one ad can be long if inside a transit vehicle.
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Frequency.
•
Ads outside the transit vehicle are seen by large & diverse audiences.
•
Ad message can be timely.
•
Method tends to be quite inexpensive.
•
Ads could be somewhat lifestyle targeted – passing through specific neighborhoods.
DISADVANTAGES
•
Ad design is usually limited to size of space.
•
People on mass transit are not generally in a receptive mood.
•
Transit ads are hard to target.
•
Surroundings may distract from the message.
•
Mass transit environment may not suit Message.
BILLBOARDS ADVERTISING
Billboards are now a days a very important source of splashing advertisements. These are very
effective as they are witnessed and observed by many. Following are the advantages followed by
the disadvantages of billboards usage as advertising medium.
ADVANTAGES
•
Big splashy messages attract attention.
•
Ad has impact: technology has made it more interesting.
•
Ad reaches lot of people, as they travel same route every day.
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DISADVANTAGES OF BILL BOARDS
•
Hard to reach specific audience.
•
Creativity inhibited by space limitations.
•
Hard to measure its effectiveness.
•
Ad may become weathered & vandalized.
•
Costs though reasonable could become quite expensive by innovative adaptations.
ONLINE ADVERTISING
THE MODERN ADVERTISING – ON LINE (A new avenue getting popular):
Online advertising is a new and rapidly getting popular avenue. There are special buzzwords
attributed to it and used by it which are detailed and explained below:
SOME INTERNET BUZZWORDS:
Button Ads: Squarish Ads that are usually at the bottom of a web page & contain only a
corporate name of brand.
Click Through or Click Rate: How often a viewer responds to an ad by clicking on it.
Cookies: Information stored on a viewer’s web browser to help identify that particular person to
the web provider – the next time that viewer visits a particular site.
Cost per Click: The rate charges to advertisers if the user responds to a displayed ad.
Cost per Lead/Sale: The rate charged to advertisers if the user responds with personal
information.
Impressions: The total number of times an ad is displayed on a web page – different than hits.
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Sponsorships, or Co –Branded Ads: Integrating companies brands & products on web sites.
Ad Views: Number of times an ad banner is down loaded.
Banner: Ad on Web site hot linked to advertiser’s site.
Interstitial: An ad that appears in a window on your screen while waiting for web page to load.
Rich Media: Special effect technology like streaming video, audio used for internet ads etc.
IMPORTANCE OF ONLINE ADVERTISING:
As explained above online advertising i.e. advertising through internet and websites is becoming
very popular and is being extensively used following is the importance of online advertising:
•
One of the very few media alternatives that can be used for almost all advertising purposes
across all possible market segments.
•
There is rapid acceptance of Internet as a medium of connectivity & commerce.
•
Provides more interactivity with customers.
Consumers can interact with a product & build their own experience with it
COMPARISON OF ADVERTISING:
ONLINE
•
TRADITIONAL
•
Traditional.
• Offers best pull & push Advertising.
•
Less effective.
• Consumers can pick & choose
• Restricted.
Very interactive.
Information.
• Advertisers can customize message.
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Generalized.
•
•
-- Do --
Provides best sales lead to B2B
Advertisers.
OBJECTIVES OF ONLINE ADVERTISING
The objectives of online advertising are given and explained below:
Build brands: Many top fortune 500 companies tell the world about their products & educate
public.
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Drive traffic to website: Online advertisements offer proven way to steer interested buyers to
website to know more about products & services.
Develop qualified leads: On website through best copy & pictures convince the prospects for
good business.
Conduct sales: Once convinced sales can be closed either online or direct buyer to sales
channel.
TYPES OF ONLINE ADVERTISING
There are different types of online advertising in use and these are as follows:
World Wide Web Home Page: The web page can identify retailers and other product
providers that can prove useful for the consumer.
Banners: These are easy to create and are usually placed on a website featuring
complementary products.
Logos: Company logos are placed at the top of the websites and generally depict the motto or
operations of the company.
Email Ads: By creating compelling email experiences advertisers hope to convey their
message in a better way.
Keywords on Search Engines: Advertisers can buy keywords on search engines to increase
their exposure.
Classified Ads: Classified ads work because as far as users are concerned they are content and
not advertising as people actively seek out the classifieds when they are looking to buy such as
a sight like ebay.com
Interstitials: These are those adds that popup when the users load a new page. In fact when the
user hits a button to link to a new page the interstitials is display and disappears as soon as the
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new page is loaded.
Sponsored Mailing List: Mailing list offer advertisers highly targeted audience that gather to
discuss specific interest
CHALLENGES OF ONLINE ADVERTISING
Despite being popular and rapid growth there are still marketing educational and structural
challenges and the new developments attached to it. These are discussed below:
Marketing Challenges:
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Need for simpler language.
•
Where ever practical use same language.
•
Need for selling the internet in simpler way.
•
Obtain & distribute accurate figures about size of online audience.
•
Collate research about online penetration and attentiveness.
Educational Challenges:
•
Special Initiatives needed to educate the advertisers about benefits & methods of online
advertising.
Structural challenges:
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At present planning process remains a particular challenge.
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Lack of good copy or Marketing technique.
•
A compelling & irresistible offer essential for prospect.
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New Developments
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Better Metrics.
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Greater use of Sound.
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More customer support.
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Customized websites.
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