MCM501 Official Handouts

Lessons

Table of Contents

DEFINITONS OF ADVERTISING AND ITS RELATION WITH DIFFERENT NOTIONS CONTROVERSIES ABOUT ADVERTISING TYPES OF ADVERTISING EFFECTIVE COMMUNICATION PROCESS OF ADVERTISING ADVERTISING MODELS ADVERTISING MODELS (DAGMAR MODEL) COMPARISON OF PRINT, TV, RADIO AND ONLINE ADVERTISING ADVERTISING AGENCY TYPES OF ADVERTISING AGENCY FUNCTIONS & STRUCTURE OF ADVERTISING AGENCY AGENCY COMPENSATION & CLIENT SERVICE DEPARTMENT OF ADVERTISING AGENCY CLIENT SERVICE DEPARTMENT OF ADVERTISING AGENCY PART 2 ACCOUNTS DEPARTMENT OF ADVERTISING AGENCY AND CREATIVE BRIEF CREATIVE DEPARTMENT OF ADVERTISING AGENCY THE CREATIVE PROCESS AND MEANING OF LAYOUT ROLE OF CREATIVITY IN ADVERTISING AND STAGES OF AD DESIGN PROCESS ADVERTISING COPY QUALITIES OF A GOOD ADVERTISING COPY QUALIFICATION OF A COPY WRITER & ELEMENTS OF PRINT AD COPY ELEMENTS OF PRINT AD COPY SOURCES OF COPY IDEAS AND EFFECTIVE COPY WRITING FORMAT FOR RADIO AND TV COMMERCIALS PRINT AD PRODUCTION PROCESS PRODUCTION OF AD FOR ELECTRONIC MEDIA CREATING RADIO ADVERTISEMENTS MEDIA PLANNING AND STRATEGY PART 1 MEDIA PLANNING AND STRATEGY PART 2 MEDIA PLANNING AND STRATEGY PART 3 MEDIA PLANNING AND STRATEGY PART 4 RESEARCH IN ADVERTISING RESEARCH IN ADVERTISING (RESEARCH DURING THE PRODUCTION OF ADS) ADVERTISING TESTING TECHNIQUES ADVERTISING TESTING TECHNIQUES & ADVERTISING BUDGET BRANDING & PACKAGING BRANDING & PACKAGING (Part 2)

LESSON 1

Purpose of studying advertising

•  Production
•  Consumption
•  Marketing  Marketing through Media
•  Needs Professionals
•  It’s not everybody’s cup of tea
•  What do they study?
•  Where do they work?

Significance of advertising:

In every walk of business and industrial activities, there is a throughout competition, therefore no business can survive without advertisement. advertisement is useful not only for the business enterprises but for the community as a whole. the economic utility of advertisement can broadly be divided into five categories:

1) Benefits to Manufacturers:

Helps in Creation of demand for new products Helps in Stabilizing the demand for the product Helps in increasing the demand for existing products Helps in introduction of new products retail price maintenance increase in profits Creates a brand image in the minds of consumers Reduces the cost of production Helpful in establishing a direct contact between manufacturers and consumers Helpful in getting efficient, experienced and effective middlemen

2) Benefits to Middlemen:

Increases the rate of turnover of stock. Convenient in selling Stability in sales and profits Reputation created is shared by the wholesalers and the retailers alike. Ensures more economical selling Increase in sales

3) Benefits to Consumers:

Provides knowledge of new products Convenient in purchasing, i.e., where and when to buy Provides opportunities to compare the merits and demerits of various substitute products Saving of time and labor No possibility of cheating by sellers Modern advertisements are highly informative Increase in the standard of living Elimination of middlemen Stresses quality and very often prices that forms an indirect guarantee to the consumers. Provides knowledge of alternative uses of products.

4) Benefits to Salesmen:

Makes the introduction of new products easy Reduces sales efforts Establish good and permanent contact with the customers Helps in weighing the effectiveness of advertising.

5) Benefits to Community:

Creates more employment opportunities Increases standard of living Encourages healthy competition Encourages research and development Helpful in industrial progress and prosperity Encourages art and designing Educative

General understanding about Advertising

Advertising is a form of mass communication. It involves a process of transmission of information by the manufacturer or a seller of a product or service to modify or stimulate the behavior of the buyer to buy a particular product. Advertising can be in any form of presentation such as sign, symbol or illustration in print media, a commercial on radio or television, poster etc. Advertising is the communication link between the seller and the buyer.

FOR EXAMPLE: