The success of advertisement depends very much upon the copy of advertisement. The main aim of the advertisement is to attract the customer and create an urge to possess that product. If the advertisement does not fulfill this objective, the expensive advertisements are useless. Hence, the advertisement copy should be drafted very carefully.
The person who drafts the advertisement copy must be thoroughly acquainted with the mental process. He should be imaginative enough to think of words and patterns which would produce the desired effect on the prospective customer.An effective copy of advertisement should posses the following characteristics, qualities or values:
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- Attention Value: An Advertisement copy must attract the attention of the potential consumers. If it fails in this mission, the money and efforts go waste, for everything else follows this. The copy should be drafted, planned and displayed so ingeniously that it may compel even the most casual reader to notice it and read it with interest. It should be designed in such an attractive manner that it catches the eye. Following devices can be used to make the copy attractive.
- Use of pictures, photographs or sketches to reveal a great deal about the product;
- Use of display types, i.e,.appropriate heading in attracting types;
- Attractive borders etc., can also be used to separate an advertisement copy from the rest of the setting and to compel the reader to focus his attention on it.
The advertising medium refers to the means through which the advertiser can convey his message to audience. Proper selection of the media enables the advertiser to achieve the desired results. Hence, it is vital for the success of an advertising campaign.
An advertising medium is any object or device that carries the advertising message. It should be capable of accomplishing following three objectives:
- To reach the largest number of people possible.
- To gain their attention.
- To be less expensive.
The character of the medium is largely determined on the objective and factual basis such as whether the coverage of the medium should be national, regional or only local.
Factors Governing the Selection of Advertising Media
Selection of a suitable medium is really a complex problem to the advertiser. There are a number of kinds and classes of media in the modern advertising. Hence, the selection of advertising media means not only the choice of the right classes of media out also the individual medium within the class or classes. Besides there is no single medium that is best suited for all advertisers. In reality, a medium which is best suited for one may be almost useless for another. The medium once employed for advertising a particular product itself may be found unsuited subsequently.…
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Magazines published in the latter half of the nineteenth century were targeted towards special interest audiences and carried very little advertising. Most magazines of this time were either literary, or religious in content. Before the advent of radio, magazines were an important advertising medium for many businesses.
Magazines are considered as the most specialized of all the advertising media. The magazine industry has often been described as “survival of the discriminating.” The number of magazines has increased steadily to serve the educational, informational, entertainment and other specialized needs of consumers, business and industry.
Availability of a wide variety of magazines makes them quite an appealing medium to a very large number of advertisers. Magazine advertising is equally popular among large and small companies. Their higl1 interest readers are usually willing to pay a premium for the magazines.
As pointed out earlier, the role of magazines is different in the media plan of an advertiser. Magazines allow the presentation of detailed ad messages along with beautiful reproduction of photographs, graphics and colors. Magazines are comparatively a more high-involvement form of print medium than newspapers, as they are read in a leisurely manner and are not dumped or thrown after reading as happens in case of newspapers.…
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In the last nearly 200 years, newspapers have remained a very important mass media for advertising. With the appearance of radio, and subsequently television, there has been some change in the reading habits of people. TV presented a combination of some very desirable characteristics, not offered by any other media, and became a primary source of entertainment, news, and other types of information for a very large number of people. Print media has successfully met the challenge posed by television because it has certain advantages not offered by broadcast media. In spite of tremendous popularity of TV as an advertising medium, newspapers command a position of significance among advertisers.
Newspapers are an important part of our everyday life and a major source of information for a large number of readers. Newspapers are available to the masses at a fraction of their cost because advertising revenues from large to small advertisers support them. Without such tremendous advertising support from business firms and others, newspapers would not survive.
The role of newspapers is different in the media plan of the advertiser than television or radio. They allow the presentation of detailed messages that can be processed at the readers’ own convenient pace.…
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Radio has undergone considerable changes in the past nearly twenty five years. It used to be the premier mass medium for audiences and advertisers. Radio can deliver ad messages to a very large number of audiences across the length and breadth of a particular geographic area.
Advantages of Radio Advertising
Radio offers a variety of features to advertisers and many of the medium’s characteristics seem to be important to advertisers. Of all the mass media, radio is believed to be the most personal medium and offers advantages over other media like selectivity, cost efficiency, flexibility and mental imagery.
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- Selectivity: Radio offers a high degree of selectivity through geographic coverage by a large number of stations and various programme formats. Advertisers can focus their ad messages on specific audiences who speak different languages in different areas, which otherwise may not be accessible by means of other media.
- Cost efficiency: Cost advantages are quite significant with radio as an advertising medium. Radio time costs far less than TV and the commercials are quite inexpensive to produce. They require only a script of the commercial to be read by the announcer, or a prerecorded message that the station can broadcast. Advertisers can use different stations to broaden the reach and frequency within a limited media budget.
Television advertising does have some disadvantages as well. Some of the limitations of television advertising are:
Costs: Though television offers unsurpassed creativity and reaches large audiences, it is an expensive medium to advertise. Besides the high cost of media time, the cost of producing good quality commercials is quite high. Besides the airtime costs, considerable costs were involved in producing that the commercial. Even local ads can be expensive to produce and often are not of high quality. High costs associated with TV advertising discourage small budget companies.
Lack of Selectivity: Advertisers, who are interested in delivering their message to a very specific, narrowly defined, often small, target audience, find that TV leads to overexposure, reducing its cost effectiveness. For example, it would be difficult to reach only a particular group in the entire population. Any TV commercial is bound to extend far beyond the target audience. Though, advertisers are attempting to improve selectivity, yet TV still does not offer as much selectivity as radio. magazines, newspapers and direct mail.
Short-lived Message: Most TV commercials last for 30 seconds or less and just about a single sales appeal can be presented in this duration. Besides, nothing tangible is left for the audience to examine or consider.…
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