Advertising Role and Overview
Advertisement --- Role and overview of the industry. | March 21
2013
| A comprehensive report on advertising, which tells us that what advertising is, what is it role, who are the parties involved. The report also tells us about different Media of advertising like Television, Radio, Print and OOH advertising, | |
Advertising
Advertising is paid non personal form of communication from an identified sponsor using mass media to persuade or influence an audience. Advertising promotes ideas, goods and services of an identified sponsor.
The paid aspect reflects that the space or time must be bought.
The non-personal nature of advertising means that there is generally no opportunity for immediate feedback from the message recipient.
Role of advertising * Information and Persuasion * Introducing a new brand or brand extension. * Creating an image or meaning for brand.
Institutions involved 1) Control institutions * Government * Competition 2) Facilitating institutions * Advertising agency * Media * Research suppliers
ROLE OF ADVERTISING AGENCY * Creates new promotional ideas. * Designs print, radio, television and internet advertisements. * Books advertisement space and time. * Plans and conducts advertising campaigns
Types of advertising agencies: * Full service agency * Interactive agency * Creative boutiques * Media buying agencies * In-house agencies
Media and publishing and advertising overview Television
India is world’s third largest television market after China and USA. It has 138 million TV households and cable and satellite penetration has reached close to 80% due to high growth registered by DTH platform says the 2011 FICCI-KPMG analysis of Indian media and entertainment industry report, “HITTING THE HIGH NOTES”
The figure below shows the growth in no of TV households and cable and satellite households in India: 1) Growth in number of TV households in
2013
| A comprehensive report on advertising, which tells us that what advertising is, what is it role, who are the parties involved. The report also tells us about different Media of advertising like Television, Radio, Print and OOH advertising, | |
Advertising
Advertising is paid non personal form of communication from an identified sponsor using mass media to persuade or influence an audience. Advertising promotes ideas, goods and services of an identified sponsor.
The paid aspect reflects that the space or time must be bought.
The non-personal nature of advertising means that there is generally no opportunity for immediate feedback from the message recipient.
Role of advertising * Information and Persuasion * Introducing a new brand or brand extension. * Creating an image or meaning for brand.
Institutions involved 1) Control institutions * Government * Competition 2) Facilitating institutions * Advertising agency * Media * Research suppliers
ROLE OF ADVERTISING AGENCY * Creates new promotional ideas. * Designs print, radio, television and internet advertisements. * Books advertisement space and time. * Plans and conducts advertising campaigns
Types of advertising agencies: * Full service agency * Interactive agency * Creative boutiques * Media buying agencies * In-house agencies
Media and publishing and advertising overview Television
India is world’s third largest television market after China and USA. It has 138 million TV households and cable and satellite penetration has reached close to 80% due to high growth registered by DTH platform says the 2011 FICCI-KPMG analysis of Indian media and entertainment industry report, “HITTING THE HIGH NOTES”
The figure below shows the growth in no of TV households and cable and satellite households in India: 1) Growth in number of TV households in