The most brilliant and
original advertising ideas will be wasted if they are not presented through the
right media in the right place at the right time to the right people. Hence the
selection of right media is an important for achieving the objectives of
advertising. However, before explaining the factors which should be kept in mind
for selecting the right advertising media, it is essential that we must know
the meaning of advertising media. An advertising media is a means or vehicle of
delivering a definite message. It is a means through which an advertising
message or information is passed on to the prospective customers, readers,
viewers, listeners or passers-by. For instance, a producer seeks through
advertisement media to keep in touch with old customers as well as to attract
new customers. Medias are subject to intensive buying and selling activity.
Examples of media are newspapers, magazines, radio, television, direct mail,
posters, film, catalogues etc.
DETERMINANTS OF
ADVERTISING MEDIA
Selection of a right type of
advertising media is a difficult task. Any media that is selected must be
capable of accomplishing at least the three main objectives :
1. It must reach the largest
number of people possible.
2. It must attract their
attention.
3. It must be economical.
But in practice there is
hardly any single media that satisfies the above three objectives. There are
number of advertising media choices available to the company in India. However,
the real managerial task is to identify from among them the one (s) which is relevant
for the company. For this purpose the management should consider the following
factors:
1. The Nature of the
Product : The nature of the product determines the choice of the
advertising media. For instance, cinema, television, colour periodicals would
be the obvious choice for products like fabrics and toilets requiring visual
presentation. In this connection, management should develop a product-media match.
2. Market Requirements :
While selecting advertising media, the company’s market requirements should be
considered. When they meet these requirements, they lend themselves to good
use. For example, specialised high fashion colour magazines would be the proper
media for consumers with high income groups and sophisticated tastes.
Similarly, outdoor media would be appropriate when consumer action is to be
induced at the point of purchase.
3. Advertising
Objectives : The advertising objectives also determine the type of
media to be selected. For example, the press is preferred to project corporate
image while radio and television is relevant for product advertising.
4. Distribution
Strategy : The advertising media should be compatible with the
distribution strategy adopted by the company. For example, if the company is
selling through middlemen wholesalers and retailers etc., then outdoor
advertising media duly supported by television, radio and cinema etc. may help
to pull the product out of channel.
5. Nature of the
Message and Appeals : The nature of advertising message appeal also
determines the advertising media for a company. The media should be able to
carry the message and appeal to the right persons in the perspective. For
example, if time is the essence of communication, daily newspaper and radio may
be the best choice. Mass consumption items like soaps, toothpastes, hair oil
etc. may determine television, newspapers as the best selection.
6. Budget : The
budget available for advertising purpose will decide the choice of media of
advertising. For example, a manufacturer having comparatively large funds for
advertising may choose television or radio or both as a media of advertising.
On the other hand a medium or small sized businessman may prefer newspaper and
magazine as an advertising media.
7. Competitors Choices
: A company should also take into account the wisdom of
competitors media choices despite differences in advertising objectives and
appropriations. It is not desirable to outright dismiss their choices.
Generally, the advertising media used by competitors are preferred so as to
make an impressive appeal for the product.
8. Media Circulation : The
company should take into account the circulation of the advertising media.
Media circulation must match the distribution pattern of the product. This
applies to the press media. Circulation should not be confused with readership.
Circulation means the number
of copies sold after deduction of free copies, returns and other differences
between the total number of printed copies and total number sold at full price.
The advertising media selected should have maximum circulation, such as Hindustan
Times etc.
9. Media Availability : The
question of media availability is quite relevant while considering advertising
media alternatives because not all medias are available to a company at all
times whenever required. For instance, in 1973, and 1974, owing to acute
newsprint shortage, space availability in national dailies was a real problem.
10. Penetration : How
can we penetrate the market most thoroughly or how can we reach the greatest
number of potential customers is also an important factor influencing the
choice of a particular advertising media. Shall we reach housewives at the kitchen-sink
by means of television or radio and which is likely to have the greater impact
? This fact should be considered.
11. Size and Nature of
the Business Enterprise : The size and nature of the business enterprise
also play an important part in making a choice for the advertising media.
Different media will suit to departmental stores, chain stores, small shops,
manufacturers and producers etc. A big business enterprise may make use of television,
radio and newspapers having national network, whereas a small unit may prefer
local newspapers and cinema-slides etc.
Thus the above factors are
generally considered while selecting the advertising media for selling the
products.
RADIO ADVERTISING
Today, radio has emerged as
one of our major advertising media. It provides a very large coverage of
audience in urban and rural areas. Now almost every family has a radio set in
our country.
Radio advertising in India was
started in 1967 when a commercial service on „Vividh Bharati‟ was started.
Commercial broadcasting is now undertaken by Delhi, Bombay, Madras, Calcutta,
Poona, Nagpur and Bangalore stations etc. of All-India Radio. Ceylon Radio
Commercial Broadcasting is quite popular throughout the country. Commercial
broadcasting is a major source of income.
Today, radio advertising is
extremely popular with both trade and industry as the demand exceeds the time.
Radio advertising may be described as „word of mouth advertising on a wide
scale‟. The advertiser delivers the message orally and not visually. It makes appeal
to the ear and not to the eye with the effect that the message is conveyed to
the masses whether literate or illiterate.
Advantages
or Merits of Radio Advertising
Radio advertising is quite
popular in India on account of the following advantages:
1. It has a wide coverage.
Even illiterate people are covered under this media. It can convey message even
to small remote areas.
2. It is quite flexible as it
can be used on a national or local level according to the need.
3. It gives message of the
advertiser at the door of the prospects when they are in a respective mood.
4. It easily catches the
attention of the people.
5. Today radio advertising is
a major source of income.
6. It claims the advantage of
memorising value. In this connection, psychologists say that anything learnt
through the ears is not easily forgotten.
7. Radio advertising affords
variety of programmes including entertainment on account of which the goodwill
is developed. People buy the product advertised by radio because they enjoy the
free show.
8. Radio advertising has human
touch unequalled by any other media.
Disadvantages,
Demerits or Limitations of Radio Advertising
Radio advertising has the
following disadvantages, demerits or limitations :
1. The message given by radio
advertising is short-lived.
2. It is costly and is beyond
the reach of small and medium sized advertisers.
3. It only appeals to the sense
of hearing and thus does not portray visually a picture of the package of the
product.
4. It is not suitable for all
kinds of products, such as industrial goods which are not needed by the average
radio listener. It is useful only for the goods of common use.
5. Radio advertisements are
very brief and thus details cannot be elaborated.
6. Since there is a
multiplicity of advertisements in a very short time, it is most likely that the
listener may forget the name of the product.
7. There is no possibility of
demonstration in case of radio advertising.
8. It is a selective media of
advertising.
FM broadcasting : FM
broadcasting is a broadcast technology pioneered by Edwin Howard Armstrong that
uses frequency modulation (FM) to provide high-fidelity sound over broadcast radio.
The term "FM band"
is effectively shorthand for "frequency band in which FM is used for
broadcasting". This term can upset purists because it conflates a
modulation scheme with a range of frequencies.
Modulation characteristics :
Frequency modulation (FM) is a form of modulation which conveys information
over a carrier wave by varying its frequency (contrast this with amplitude modulation,
in which the amplitude of the carrier is varied while its frequency remains
constant). In analog applications, the instantaneous frequency of the carrier
is directly proportional to the instantaneous value of the input signal. This
form of modulation is commonly used in the FM broadcast band.
Pre-emphasis
and de-emphasis :
Random noise has a triangular
spectral distribution in an FM system, with the effect that noise occurs
predominantly at the highest frequencies within the baseband. This can be
offset, to a limited extent, by boosting the high frequencies before
transmission and reducing them by a corresponding amount in the receiver. Reducing
the high frequencies in the receiver also reduces the high-frequency noise.
These processes of boosting and then
reducing certain frequencies
are known as pre-emphasis and deemphasis, respectively.
The amount of pre-emphasis
that can be applied is limited by the fact that many forms of contemporary
music contain more high frequency energy than the musical styles which
prevailed at the birth of FM broadcasting. They cannot be pre-emphasized as
much because it would cause excessive deviation of the FM carrier. Systems more
modern than FM broadcasting tend to use either programme-dependent variable
pre-emphasis; e.g., dbx in the BTSC TV sound system, or none at all.
INTERNET ADVERTISING
The Internet facility has
developed around for some 30 years. It actually began in the early 1960 in USA,
where the US Department of Defense saw it as a means of supercomputer
communication for researchers and military facilities across the country. Until
it commercial explosed in 1990s, the Internet remained a relatively obscure
network of linked computers - mostly by academics, military researchers, and
scientists around the world to send and receive electronic mail, transfer
files, and find or retrieve information from databases –
At present, Internet the
fastest growing medium in history, offers incredible opportunities for a wide
range of people in both business and advertising. For advertisers, there is a
whole new world of potential customers.
Type
of Internet Advertising :
Ads on the Internet can take a
variety by forms. Most advertising on Internet can be classified as websites,
banners, buttons, sponsorships, interstitials, Meta ads, classified ads, and
email ads.
Websites : Some
companies consider their whole website as an ad. However, a website is more
than an ad - it‟s an alternative location where customers, prospects,
shareholders,
investors, and others can come
to find out more about the company, its products and services. Some companies
use their website like an extended brochure to promote their goods and services.
Others treat their website as an online catalog store, conducting business
right on the Net. Still other website act in information and entertainment
provides. Website typically consist of a home page and an indefinite number of
subsequent pages that users can visit for further information. A web page refers
to a single HTML (hypertext markup language) file, which, when viewed with a
browser, may actually be several screens long. A large website may have
hundreds of these pages of information. This means the site contains hundreds
of different documents of various lengths (from 1 to 10 or more screen),
each probably covering a
different subject.
Banners : The
ad banner is the basic form of web advertising. A banner is a little billboard
that spreads across the top or bottom of the Web page. At present one comes
across larger
banner ads that can dominate
the screen or even provide television commercials. When users click their mouse
pointer on the banner, it sends them to the advertiser‟s site or a buffer page.
Buttons : These
are similar to banners. They are small version of the banner those often look
like an icon usually provides a link to an advertiser‟s home page. Since they
take less space than banner, they are less expensive.
Sponsorships : A
form of advertising on the Internet that is getting popular is the sponsorship
of Web pages. Corporations sponsor entire sections of a publisher‟s Web page or
sponsor single events for a limited period of time, usually calculated in months.
In exchange for sponsorship support, companies are given extensive recognition
on the site. Sometimes an addedvalue package is created by integrating the
sponsor‟s brand with
the publisher‟s content. For
instance, a Web page on Olympics or some other spots can be sponsored by a
business firm.
Interstitials : This
is a dynamic form of Net advertising. It is a catch all term for a variety of
animated ads that pop up on the screen while the computer downloads a website that
the user has clicked on. There are now many types of interstitials including
pop-up windows, splash screens, superstitials, etc.
Meta Ads :
Used in search engines (such as Yahoo, Google, etc.), a met ad is an
advertisement displayed on the results page of a search, specific to the
searched item. Meta ads are also referred to as keyword advertising. This
method enables an advertiser to target a specific audience. Advertisers can pay
search engines to display their banners only when relevant keywords are
searched for by a user. For example, if a user searched for the term
“handicrafts and handlooms”, the Meta ads displayed might be for handicrafts
and handlooms items.
Classified Ads :
Another growing area for Internet advertisers in the classified ad websites.
Some of these websites offer free classified advertising opportunities because
ad banners of other advertisers support them. They are similar to newspaper classified
ads. You can search for homes, cars, jobs, toys, shoes etc.
E-Mail Advertising : Advertisers
can send e-mail advertising to customers who have asked for it. It is similar
to direct mail advertising, and therefore, it is the most effective form of internet
advertising. However, there is too much of span via the e-mail. Span refers to
unsolicited, mass e-mail advertising for product or service that is sent by an
unknown entity to e-mail addresses.
Advantage
of Internet Advertising:
1. Interactive Medium : It
allows consumers to directly interact with an advertiser, thereby establishing
future relationships.
2. Enormous Audience : With an
audience of about 500 million people world wide (some estimates put the figure
at 1 billion people), the internet is the only true global medium, providing information
and commercial opportunities that are immediately accessible around the world.
3. Immediate Response :
Products and information are available on demand made by the consumer, thereby,
providing instant feed back for the advertiser.
4. Selective Targeting :
Advertisers can reach the right target audience, especially through the Meta
ads.
5. Proximity to Purchase : It
may be the greatest advantage of Internet advertising. Purchasers can be
targeted right wither they are, right at the moment when they are considering
of making a purchase.
6. Affluent Market ; Most of
the Internet users belong to middle upper class or upper class audience.
Therefore, Internet medium enables to reach the affluent market of the society.
7. Provides In-depth
Information : Internet provides in-depth information about a company and/or
products. Commercial websites provide detailed information about products or
services to the Internet users seeking information.
8. Reaches
Business-to-Business Users : The Internet medium can reach to B2B users when
they are still at work, not only business related information, but also
consumer products advertising while they are working.
Disadvantages
of Internet Advertising:
1. Lack Mass-Media Efficiency
: Internet is not a mass medium as the case of radio and television. Therefore,
it may never offer mass media efficiency. Most marketers in developing
countries like India, may find it as too complex, too cluttered or not worth
the time and efforts.
2. Slow Downloads : The
downloading of websites is very slow in many parts of the world, including
India. The ads that pop up in between only irritate the Internet users.
3. Problem of Span : There is
too much of Spam via the e-mail. Therefore, e-mail users do not consider going
through even the responsible ads.
4. Problem of Online Purchases
: In India, most consumers would like to physically inspect the goods before
purchases. Therefore, they may not place orders online. Again, most people do not
believe the internet as a sage place for financial transaction.
5. Untested Medium : There is
hardly any research to test the effectiveness of Internet advertising.
Therefore, a good number of markets in India do not give much importance to
Internet advertising.
TELEVISION ADVERTISING
Television Advertising : It is
said that to-day television advertising is the best selling media ever
invented. It has a potential advertising impact unmatched by any other media.
It is a means of bringing actual demonstration in the homes of the prospects
and is therefore more effective media when compared with radio. That is why the
position of radio advertising has now being gradually taken by television
advertising.
Commercial television
advertising was introduced in India on January 1, 1976 on the pattern of All
India Radio. Thus, as an advertising media, television is of recent origin in
India. It is also known by the name of „Doordarshan‟ in India. Television makes
full use of sight, sound and motion and thereby maximises impact on audience.
On colour TVs, now colour may also be used to add to the impact. The coverage
of television is increasing at a rapid pace in India. This media is
particularly advantageous for those advertisers whose products require
demonstration. Sponsored programmes have also been started on television in
India.
Advantages
or Merits of Television Advertising
Television advertising has the
following advantages :
1. The main advantage of
television advertising is that it combines the advantages of both radio and
cinema. Thus it is a most powerful audio-visual media.
2. It makes the message more
attractive and impressive.
3. It is most advantageous to
those advertisers whose products and service require demonstration.
4. It is a source of major
income to Doordarshan.
5. It possesses geographical
selectivity. An advertiser can place his advertisements on selected few
stations as per his requirements.
6. It has a wide coverage. At
present television services are available to more than 80% of India’s
population.
Disadvantages
or Demerits or Limitations of Television Advertising
Television Advertising is
subject to the following demerits or limitations :
1. It is very expensive
advertising media and would certainly exclude the small advertisers.
2. Television message is
short-lived.
3. The range within which the
telecasting reaches the audience is very limited.
4. In case of India, an
average Indian cannot afford television as it is quite costly.
5. Television advertisements
are very brief due to high cost of advertising on television.
6. Television advertising is a
very deliberate media, requiring long term planning, the gaining of approval
from the authority and also lacking flexibility.
PRESS ADVERTISING
Meaning of Press
Advertising Press advertising is the most popular and effective
method of publicity today. It has become the part of the culture and political life
of people today. Press, also referred to as print, is an advertising media
comprising all those vehicles owned by others and which can carry the
advertising message in print to be read by target customers. In India, this
media is very commonly used by companies and account for nearly 70 per cent of
their total
expenditure on advertising
media.
Forms or Types :
Press advertising takes the following two major forms :
1. Newspapers : NP Newspapers
are bought largely for their news values. Newspapers may be national/local
daily/weekly. These are a good vehicle to pass on information about new
products, current products and price-off deals. They can be used for local,
national and regional market coverage. In India, there are a number of newspapers
both in English and also in regional languages. Many newspapers in English and
Hindi have nationwide coverage. So a message given in newspapers may have a
better impression on the minds of the people and it may be more specific,
clear, complex and lengthy. Currently, 1173 daily newspapers and 5280 weekly newspapers
are published in India, out of which the largest number is accounted for by the
Hindi language newspapers followed by Urdu, Marathi and English newspapers in
terms of number, and English, Hindi, Malayalam, Marathi and Gujarati in terms
of circulation. Among the states, the largest number of newspapers are
published in Uttar Pradesh followed by Maharashtra and Karnataka. Among the
prominent national English language dailies are the Times of India, Hindustan,
Indian Express, Statesman and Economic Times etc., whereas among the national
Hindi language dailies include Hindustan Times, Navbharat Times, National Dunia
and in Rajasthan - Rajasthan Patrika. However, among the different language
groups, companies in India, both in the state and private sector, largely use English
dailies as their advertising media. Small enterprises prefer local newspapers
as their advertising media. The newspapers charge on the basis of column
centimetre space used by the advertiser. They also charge premium for special
positions and provide concession for space booking on contract. However, these
rates vary from newspaper to newspaper as per their circular and coverage.
Advantages
or Merits of Newspaper Advertising Media :
The advantages of merits of
newspaper advertising media may be summed up as under :
1. Their coverage is high as
they reach every nook and corner in a very short time.
2. They offer a lot of
flexibility. According to the convenience and necessity of the advertiser, the
shape, size and appeal may be frequently changed to suit the need of the
advertiser.
3. High frequency enables
speedy preparation and publication of advertisement.
4. It is the cheapest media of
advertising as far as its cost per reader is concerned.
5. The daily newspaper have
strong repetitive value as it offers an opportunity to the advertiser to repeat
is message at a short interval of only one day.
6. The public response towards
newspaper advertising is very quick.
7. By inserting local
advertisements (in local newspapers), the effectiveness of advertising copy
could be tested quite easily.
8. By inserting frequent
advertisements in the newspapers, their visual appeals may be created very
easily.
9. The reputation of the
newspapers is available to the advertisers and their products also. Leading
newspapers provide space to reputed and reliable concerns only.
10. Newspaper advertising
provides geographic selectivity.
Disadvantages
or Demerits or Limitations of Newspaper
Advertising Media : The
following are the disadvantages or demerits or limitations of newspaper
advertising media :
1. The life of a newspaper is
very short, i.e., only for the day. It is said, “Nothing is alive as today’s
newspaper” and “Nothing is dead as yesterday’s newspaper.”
2. There is waste of
circulation. The advertisement is carried even to those places where there is
no market existing nor the possibility of creating a new market in the near
future.
3. If the customers are
limited in numbers, advertising in newspapers may be ineffective and costly
too.
4. Visual effects may not be
created in practice as the newspapers are generally printed on cheap newsprint.
5. There is lack of uniformity
in advertising requirements. Lack of uniformity of publishers‟ requirements
with respect to rates, size, type of copy and so on.
6. Newspaper advertising is
less popular in undeveloped countries where the masses are illiterate ignorant
and poor.
2. Magazines and
Journals: Another media under press advertising media is
magazines and journals. They offer selective circulation throughout the country
at a cost within reasonable
budget limits. These are
published periodically at regular intervals, i.e., weekly, fortnightly, monthly,
quarterly or annually. Magazines and Journals are read at leisure and with care
when the reader is mentally prepared to receive the advertisements. It has a
long effective life. From the advertiser’s point of view, magazines may be
classified under five groups : (i) Special Interest Magazines; (ii) Trade
Magazines; (iii) Technical Magazines; (iv) Professional
Magazines; and (v) Regional
Magazines.
Advantages or Merits of
Magazines and Journals : The following are the advantages of magazines and
journals as an advertising media :
1. The life of magazine is
considerably longer than that of newspapers. These are kept ready for weeks and
months.
2. Better reproduction of
advertisement than newspapers is provided.
3. Magazines are highly
selective in nature and waste of circulation is avoided.
4. Magazine advertising create
prestige, reputation and an image of quality.
5. The number of readers per
copy in case of magazine advertising is quite high. There is multiplicity of
readership.
6. Magazines are ideals for
introduction new ideas.
7. Magazine readership is
usually a leisurely home readership for enjoyment relaxation, and „with guards
down‟.
8. The printing, paper, colour
combination is more attractive in case of magazine advertising than newspaper
advertising.
9. Magazines reach specialised
groups conveniently and effectively.
10. The cost of utilising
magazines for advertising is quite low.
Disadvantages
or Demerits or Limitations of Magazine and Journal Advertising :
As compared to newspaper
advertising, the magazine and journal advertising have the following
disadvantages, demerits or limitations :
1. The chief demerit of
magazine advertising is its low flexibility.
2. Preparation costs for
magazine copy are usually rather high and sometimes exceed the cost of the
space used in trade magazines.
3. The circulation is limited
as compared to newspaper advertising.
4. It takes more time in
printing etc. than newspaper advertising.
5. The size of magazines
differs widely and hence the advertiser has to prepare the copy of
advertisement according to the size of the magazine and journal.
6. Change in appeal cannot be
effective quickly.
FILM ADVERTISING
Meaning :Film is an
audio-visual medium of communication and offers wide opportunities to the
advertiser to screen commercial films and slides produced by them. Today cinema
is an important and effective media of advertising. Suitable short films may be
prepared
to create a lasting impression
upon the audience. These may be presented in the form of a story or a cartoon.
Through the merits of the product are presented to the audience effectively.
Such films may be shown before the start of the feature film or during
interval. At present there are three kinds of films used as media of advertising
:
Kinds of Films :
1. Straight Advertising Films
: These are most common now-adays. These concentrate on advertising message
relating to only one product of a particular company, such as Hindustan Lever, Tata
Oil Mills (toilet preparations), D.C.M., Gwalior Rayon, Calico etc. These are
of short duration lasting from 3 to 5 minutes.
2. Documentary Films :
Documentary films are mainly used for publicity aspect and in most cases is
educative in character. They are used to show various aspects of an industry as
a whole.
3. Sponsored Advertising Films
: It is a very good combination of advertisement and entertainment. Cartoon
films come under this category.
In India, cinema has
practically reached in all the parts of the country. Bombay has become the hub
of advertising films and slides production. With all these, cinema as an
advertising media holds great opportunities particularly, for those companies
which are poised to penetrate the rural market of our country. It is particularly
relevant for advertising consumer-products and farm inputs.
Advantages
or Merits :
1. It has a quite wide
coverage.
2. It is able to explain and
demonstrate the use of a product quite conveniently.
3. Appeal is made to all
sections of the society.
4. It is never wasted as no
advertisement can escape the attention.
5. It is effective and may pay
rich dividend to the advertiser.
Disadvantages,
Demerits or Limitation :
1. The films are too short and
need changes frequently.
2. Production cost of a film
is quite high.
3. The audience may not like
to waste time in seeing such films repeatedly. They resent to it as they come
for entertainment only.
4. Restrictions are imposed
against screening of films, e.g., there is censoring.
5. For screening films, the
cooperation of theatres is a must which is not easily available.
PURCHASE POINT
ADVERTISING
Purchase point advertising is
that advertising which is undertaken at the premises of the manufacturer or the
dealer for attracting the customers. This is a direct method because the advertising
process is either undertaken by the manufacturer directly or through the
dealer. Under this method, goods are displayed at the counters, windows or in
almirahs. It is observed that the point of purchase is the exact point where
the prospects are reminded finally about a product. It is considered as a
powerful media now a day.
SPECIALTY ADVERTISING
Under this media of
advertising, manufacturers provide various articles of low value free of cost
to the existing and prospective customers. The articles constitute calendars,
ball-pens, diaries, cigarette cases, bags and other executive gifts. Such
articles bear the name and address of the advertiser. It is felt that recipients
will do business with the firm in the near future even though articles are
given on no obligation basis. It is also called
Novelty Advertising. These
articles are given to targeted customers.
VIDEO ADVERTISING
It is now considered as the
latest media of advertising. Under this method, video-cassettes ad-films are
prepared. Nearly 22 million people around the world watch Indian films on
video. India alone has video-audience of about 30 millions which is increasing day
by day. There are more than 50,000 video-libraries and about 1 lakh
video-parlours/clubs in India. The video-cassettes released in India are also
being screened in thousands of luxury buses.
Besides the feature film they
contain advertisements which are displayed at short intervals.
Important Questions
1. “Press Advertising is the
most popular and effective method
of publicity today.” Explain.
2. Explain the following
terms.
a. Film Advertising
b. Documentary Films
c. Sponsored Advertising Films
d. Purchase Point Advertising
e. Video Advertising
OUTDOOR OR MURAL
ADVERTISING
Meaning of Outdoor or Mural
Advertising: Outdoor or mural advertising is the oldest form of advertising and
remains the most common media even today. It is also called „wall advertising‟.
Outdoor advertising consists of a display of advertisements out of door which
may be in the form of posters, painted signs, field signs, neon light signs,
hoardings and posters carried by sandwitchmen. This is also referred to as
mural advertising as posters consisting of a picture, are often placed on walls
particularly a large one, printed directly on a wall or large photograph
attached directly to a wall. Small placards or posters placed outside or inside
carriages such as trams, delivery-vans, buses, railway carriages etc. also come
under this category. The new form of advertising by using balloons kites and
smoke-writing in the sky is also a part of outdoor advertising. Outdoor
advertising is not always argumentative but suggestive. The effectiveness of such
advertising materially depends on its positions. Therefore, outdoor
advertisements must be placed in such a way as can be seen by a large number of
prospective customers with ample attention. The articles suited for such
advertising are those which the masses can buy, such as food products, soaps,
medicines, cigarettes, shoes, clothes and other domestic requirements.
Main
Characteristics of Outdoor Advertising
1. It is a widespread popular
advertising media which makes the goods and services of interest to mass appeal.
2. It has a comparatively
longer life.
3. It has a high coverage.
4. Most outdoor advertisements
are big and dominant so it is a very powerful eye-catching media.
5. It is a very flexible
advertising media so that the advertiser can retain sites where he needs them
most.
6. It is the oldest
advertising media.
7. It also consists of
suitable and popular slogans which can be easily remembered by the prospects.
Types,
Forms or Kinds of Outdoor Advertising
Outdoor advertising may take
any of the following forms :
1. Posters : This
is the most common and popular form of outdoor advertising. These are exhibited
on a hoarding or on walls, roofs, fences, chimneys etc. A really commanding
effect can be produced by posters which cost less than any other advertising
media. Design is the basis of all poster-advertising. These mostly contain pictures.
Advertising for a movie is done in this way. Even where no pictures are used,
the proper arrangement of lettering is important. The posters should be simple,
attractive and capable of telling its
story at a glance. Posters
also give considerable scope for the use of suitable and attractive colours.
Humour can also be used with advantage in poster-advertising.
2. Advertising Board : These
are also posters which are kept at certain fixed places especially at points
where people frequently assemble, such as bus stops, railways, crossings etc.
Generally these advertising boards are made of metallic sheet enclosed in a wooden
frame and fixed with a panel having specified height at main junctions. These
are fixed and well set with flood-lights.
3. Vehicle Advertising : It
refers to moving advertisement. It consists of placing posters or playcards
inside or outside vehicles such as trams, buses, taxies, delivery-vans, railway
carriages etc. The main advantage of this system is the small space available
for such posters. These posters are fairly sighted by the eyes and can be
easily read. This method is a very common media and is considered to be very
effective.
4. Electric Displays
and Signs : Signs illuminated by electricity are today to be seen
in large number in cities. This is the most modern and the most attractive form
of outdoor display. It may consist of wooden letters studded with bulbs.
Sometimes with a view to attract the attention, coloured bulbs are used and the
colours are changed at short intervals. Another device used to attract
attention is to turn on the light on each letter at a time to give the
impression of the sign being written by an invisible hand.
5. Neon Signs : There
are brilliantly coloured tubes available in
various shades. These can be
of the still or the flashing type. These signs are more attractive and
interesting than the signs built up by a number of electric bulbs.
6. Sky Advertising (Sky
Writing) : Sky advertising is another modern form of outdoor
advertising. In this form of advertising media an aeroplane writes the name of
the product or the producer in the sky. It is also known as „smoke writing‟
because the message is written in the sky by means of smoke. Large sized
printed balloons are also dropped from the aeroplane in the sky. Usually, near
the circus-tents, a large sized balloon is floated on which the name of the
circus is written.
7. Sandwitchmen :
They are hired persons and properly dressed who walk in the streets in a
procession with boards, posters and notices placed about them. The idea is to
attract the attention of the public. The cinema-theatres usually arrange this
kind of advertising media when a new picture is released.
8. Stickers : It
is also an important form of outdoor advertising. In
this case, the advertiser
enters in a contract with the popular players that whatever they will wear or
use during the match will bear the sticker of the advertiser.
9. Puppet Shows :
This is purely an Indian outdoor advertising media which provided entertainment
while conveying a message. Now-a-days it is used widely in the family planning
campaign in India mostly in villages. One such show tells how a rich man of the
village who has large family, rejects the family planning campaign. But his
wife has twins and there are complications. He calls in the midwife who tells
him that his wife will not survive more births. He accepts the family planning
advice and so becomes the innovator in his village. The above are the most
common forms of the outdoor advertising. However, there ay be other forms of
this type of advertising.
Advantages
or Merits of Outdoor Advertising Media
1. It has a wide coverage.
2. It is capable of gaining
more attention of the public.
3. Outdoor advertising is more
useful for local dealers. Its results can be more readily secured by using this
form of advertising.
4. In big cities and high
traffic areas, outdoor advertising is the most effective form of advertising.
5. Outdoor advertising is more
flexible.
6. It offers greater
selectivity because it can be used locally, regionally or even nationally.
7. It can be easily
remembered.
8. It is quite economical.
9. It has comparatively long
life.
10. It is a very good media to
stress brand names and package identity.
Disadvantages
or Demerits or Limitations of Outdoor Advertising Media
The outdoor advertising media
possess the following disadvantages, demerits or limitations and thus is
subject to criticism :
1. It is subject to adverse
reaction of the public on the ground that the walls of the houses are used for
writing outdoor advertisement even without the permission of the owner of the
house.
2. The message written under
this type of advertising is too brief.
3. The exact effect created on
prospects is difficult to measure.
4. The language used in
writing on the wall advertising is usually defective and sometimes immoral too.
It has an adverse effect on the public.
EMERGING MEDIA OPTIONS
Meaning :There are several
Media Options which have emerged due to increased popularity of advertising.
Advertising through cell phones and marketing through social sites are some of
the Emerging Media Options.
Alternative
Media Options
We shall discuss the following
Alternative Media Options
Car Cards : Car
cards are small size thick papers or posters placed inside the vehicles like
the buses or railway trains. They are also posted on the window screens or the
side glasses of motor cars. The main purpose is to remind the travellers about the
product. However, it is possible that many travellers may not look at the cards
while travelling.
Travelling Displays :
These car cards are posted outside the vehicles or local trains. Their purpose
is to attract the attention outside public or of those who are standing on
railway platforms.
Sandwich Boards or Tall Man
Advertising: Sandwich boards advertisement is carried by a man with two posters
hung on his two sides. The man is known as a sandwich man as he is sandwich
between two boards. He moves form one street to another and attracts the
attention of the passerby. To add the unusual site, sometimes, a tall man
carrying the boards walks with the support of long sticks and with funny mask
and clothes and attracts the passerby.
Sky Writing or Sky
Balloons :In this type, a painted balloon or a plastic sheet
having advertisement message may be attached to the tail of the flying aeroplane.
This being very unusual thing. People are attracted towards it.
Advantages
:
1. It acts as a supporting or
supplementary to press media effectively.
2. It is constantly reminding
prospects of the products.
3. It is colourful and has a
pleasing appearance. So, prospects welcome this form of publicity.
4. It has a wide appeal. At
attracts all human population of literates and literates and illiterates.
5. This media is more
permanent compared to newspapers, films, magazines etc.
6. It provides scope for
talents, skill and art.
Disadvantages
:
1. It is difficult in
measuring response as it appeals to the general public and not in particular.
2. Selection of wrong sight,
wrong materials, wrong methods etc. wastages may arise. Also, due to damages to
the posters, hoarding etc. wastages are created.
3. This media can be used only
as a supporting media to the others like T.V. Radio etc.
4. It is alleged that the
posters, hoardings, neon signs etc. spoil the natural beauty of the places.
DISPLAY OR INDOOR
PUBLICITY
To display the goods means to
show the goods to the people in order to induce them to enter the shop to buy
them. It is a device by which customers and people are attracted to the shop.
Importance
of Display :
1. It is only the part of
publicity which allows the people to touch the products, to handle them or to
actually see them. It is more realistic in salesmanship.
2. Another importance of
display is that display is an important dealer aid. The display technique helps
the dealers to conduct an effective publicity.
3. The third importance factor
that has given importance to display is that, it attracts the attention of the
prospects and makes the people walk into the shops.
4. Lastly Display is
importance to its effects not only on prospects but also on suspects. It makes
the message directly to the prospects through their eyes.
Different
Forms of Displays :
(a) Window Display : If refers
to showing of goods in the window of the shop. Window of a shop means a part of
the front portion of the shop which can be seen from outside. Windows are meant
for outsiders to keep in. Window display technique is used by retailers or
small businessman because they can’t afford to spend on other Medias. Window
display is used for all types of consumer goods. It makes people eager to know
and see the products.
Following are the rules for
the shopkeepers while displaying the goods in windows:
1. Normally, the windows of
rectangular shapes are selected and not the vertical one’s because they
provides for adequate space and easy movement of vision.
2. The items should be
arranged horizontally and not vertically
because this allows easy gaze
movement. The background of window should be attractive and pleasant.
3. The windows should not be
over-crowded with items because it strains the eyes of the viewers.
4. The position of the items
displayed should be changed from time to time to create variety.
5. Proper lighting and
illumination of the window should be done so that they focus on the special
features of the product.
6. The display technique
should not violate the basic rules of decent approach. There should not be
overcrowding of expensive good in too fashionable setting otherwise, the
respects would be frightened and the result would be negative.
(b) Interior Decoration : It
refers to the various designs and equipments used by a retailer inside his
shop. Showcases, counters, lighting arrangement, ventilation etc. It creates a
pleasant atmosphere for the prospects and increases their comforts. Effective
interior decoration does not require lot of space but it makes appropriate use
of the available space to provide for easy movement and get up.
(c) Counter Display: It refers
to arranging the products located within the shop. Counter display helps the
customer to know about all the items which are available in the shop. Such a
facility is not available in window display because all the items cannot be presented
in the window.
A good salesman must see that
he should not show any goods which may go against the window display. Secondly,
counter display must bring out as many varieties as are related to the particular
type displayed at the window. Thirdly, the salesman must see that goods are not
placed one upon the other.
(d) Showcases : In this type,
the items are presented in a cupboard with glass front of cabinets with glass front.
These are similar to window display in the sense that, the showcases should be
rectangular, items should be placed horizontally. In showcases, items of
similar nature and even size should be grouped together so that, the customer
knows the varieties of the same type available. The showcases should contain
all the items available in the shops.
(e) Showrooms : A showroom is
used by many producers or dealers not only to expose goods for sale but also
demonstrate the uses and the working of the articles. It is meant for
presentation of technical products, sophisticated goods etc. which require lot
of explanation before buying the products. Showrooms have technically qualified
persons to assist the customers when they visit the showrooms and also advice
and guide them to understand the goods better.
(f) Exhibitions : The trade
exhibitions are meant for introducing new products or latest innovations in the
fields of business. They are organised by Trade Associations of Chamber of Commerce.
The main idea behind exhibitions is that various traders, manufacturers etc.
can be induced to visit and get information about the products displayed. In
exhibition there is only presentation of the products and no sale takes place.
For this purpose, the stalls are decorated and the items are presented in an
attractive manner. Exhibitions have mass approach because many people visit
them.
(g) Trade Fairs : Trade fair
is similar to exhibition except that in the trade fair not only the items are
exhibited but are also sold.
Besides, entertainment items
are staged to attract hundreds of people. Thus, there is business and fun in
the trade fairs.
SUMMARY
Selection of right media is
important for achieving the objectives of advertising. Selection of right type
of advertising media depends on the factors like the nature of production,
market
requirement, advertising
objectives, distribution strategy, budget, competitors‟ choice, media
availability etc.
There are a number of
advertising media choices available in India like Radio, FM Radio broadcasting,
Internet, Television,
Press, Magazine and Journals,
Mural advertising act. But not any single media can satisfies all the
objectives of the company.
QUESTIONS
1. What is Advertising Media?
Explain the main factors to be kept in mind while selecting advertising media.
2. What is Advertising Media?
Explain the determinates of advertising media.
3. What do you understand by
Radio Advertising? Explain its merits and demerits of Radio Advertising.
4. Radio Publicity has become
a „must‟ of the Modern Business”. Comment.
5. What is FM broadcasting?
Explain modulation characteristics of FM Radio broadcast
6. What is Internet
Advertising? What are the types of Internet Advertising?
7. What are the advantage and
disadvatanges of Internet Advertising.
8. Television Publicity has
become a must of the Modern Advertising.” Comment.
9. What is Television
Advertising? Give its Merits and Demerits.
10. What is Press Advertising?
What are its Forms? Describe the Advantages and Disadvantages of each.
11. What is Mean by Press
Advertising Media? Discuss the Various Forms of Press Advertising. Explain the
Merits and Demerits of each
12. Write notes on : (a) Film
Advertising (b) Point of Purchase Advertising (c) Speciality Advertising (d)
Video Advertising
13. What do you understand by
Outdoor Advertising Media? What are its Forms? Explain its Merits and Demerits
14. What do you Mean by Mural
Advertising? Discuss its Merits and Demerits.
15. What is Meant by Outdoor
Advertising? What are its Main Characteristics? Discuss its Advantages and
Disadvantages.
16. What are different forms
of Displays?
