Various Advertising Mediums and it’s Selection Criteria

A manufacturer or a trader can make use of the following advertising media to spread his message to the people : (i) Press advertising, (ii) Outdoor advertising, (iii) Film advertising, (iv) Radio advertising, (v) Television advertising, (vi) Direct mail advertising, (vii) Display advertising, and (viii) Speciality advertising: The merits and demerits of these media are discussed below.

1. Press Advertising or Print Media

Press advertising, i.e €ž advertising through newspapers, magazines, journals, etc. is commonly used by modern businessmen- It may be noted that advertising is an important source of finance for the press or print media. Because of advertisements, the subscribers get newspapers and periodicals at subsidized rates.… Read the rest

Importance of Advertising

Advertisement is a mass communicating of information intended to persuade buyers to by products with a view to maximizing a company’s profits.

Generally, advertising is a relatively low-cost method of conveying selling messages to numerous prospective customers. It can secure leads for salesmen and middlemen by convincing readers to request more information and by identifying outlets handling the product. It can force middlemen to stock the product by building consumer interest. It can help train dealers salesmen in product uses and applications. It can build dealer and consumer confidence in the company and its products by building familiarity. Advertising is to stimulate market demand.… Read the rest

Communication Effects of Advertising

The management should attempt to evaluate the effectiveness of the advertising campaign if the firm’s advertising goals are to be achieved and the ad effectiveness is to be increased. By regular evaluation of the advertising effectiveness, the short comings and the plus points would be revealed and the management would be able to improve the campaign by negating the shortcomings and retaining the favorable point. For this purpose, it is very necessary to know how advertising affects the buyer’s behaviors. But this is very difficult task because measurements are imperfect and imprecise.

The effectiveness of advertising can be measured by the extent, it to which it achieves the objectives set for it.… Read the rest

Methods of Measuring Advertising Effectiveness

Advertising is aimed at improving the sales volume of a concern so its effectiveness can be evaluated by its impact on sales. Most of the managers believe that the advertisement directly affects the sales volume and hence they evaluate the effectiveness of the advertising campaign by the increase in the sales volume.

Methods of Measuring Advertising Effectiveness

There may be two types measures of advertising effectiveness namely;

  • Direct measures and,
  • Indirect measures.
Direct Measures of Advertising Effectiveness

Under direct measures, a relationship between advertising and sales is established. A comparison of sales of two periods or two periods or two markets may be done and the corresponding changes may be noted.… Read the rest

Measuring Advertising Effectiveness

All advertising efforts are directed mainly towards the achievement of business, marketing and advertising objectives i.e., to increase the sales turnover and thus to market the maximum profit. The advertiser spends millions in to this advertising activity. In the background of all these efforts, is an attempt to attract the customer towards the product through advertising. As soon as the advertising campaign is over, a need is generally arisen to measure the effectiveness of the campaign. Whether, it has achieved the desired results i.e. desired sales profitability or results in terms the change in customer behavior in favor of the company’s product which will naturally, affect the future sale of the product.… Read the rest

Major Classifications of Advertising

First of all it is quite necessary to understand the true meaning of advertising in the business terminology. Advertising is a tool of marketing for sales promotion and product awareness to customers. It is a one type of message by such mediator, presentation as well as promotional offer by a firm which can be paid and public announcement.

Advertising is a component of marketing system. It deals with the awareness of customers regarding new product or some features about the existence product. It is quite important step for marketing leaders because it involves strategy selection, expenditure analysis and advertising media selection.… Read the rest