Generic Elective- Media and communication skills- Unit- 2 ( Understanding Advertisement )

Today Topic- Generic Elective- Media and communication skills- Unit- 2 ( Understanding Advertisement ) SEMESTER -VI

Subject- Sol / Regular / Ncweb / Others

Q . Write the Definition of Advertisement and what is the definition according to the (ASCI) ?

• wherever we look we are always forced to view an advertisement in this globalized world of ours . Wherever the potential customers are there, advertisements are always there.

• An advertisement can be defined as a selling message for the mass from an identified sponsor whose objective is to sell a product or a service or an idea to the mass.

The Definition of Advertisement according to the Advertising Standards Council of India (ASCI) :-

• An advertisement is defined as a paid-for communication, addressed to the public or a section of it, the purpose of which is to influence the opinions or behaviour of those to whom it is addressed.

• Origin of the term Advertising

• The term advertising is derived from a Latin word Advertising which means, "turning attention towards a specific thing."

Q. What are the 5Ms of Advertising?

• MISSION

• MONEY

• MESSAGE

• MEDIA

• MEASURMENT

Q. What  is surrogate advertisements?

• Surrogate advertisements are essentially a substitute advertisement for the goods which cannot be directly advertised due to the prohibition of law.

• This process of embedding a product or brand in a message which is seemingly for another product (usually banned or disallowed by law) is known as surrogate advertising.

• For example: Bagpiper is a brand name for alcoholic beverages and the ads broadcast by the company are usually about soda water.

• 'Mc Dowell's No. 1 Soda' and 'Bacardi Blast' are other prime examples.

Q. Explain the objectives of advertisement.

The objectives of advertising can thus be broadly summarized as :-

• Creating a demand for a product or service. This may also include inputs on understanding the usefulness of the product/service and methods of using it.

• Reminding users of the product/service about how it is the more beneficial option.

•  Informing the target audience about changes in design, colour, packaging, name and even features (read: improvements).

• Building brand preference by talking about quality, difference from existing brands in terms of pricing and features, etc.

• Overcoming dissatisfaction of customers and re-establishing reputation. Neutralizing competition or protecting the brand from rivals.

• Developing better relations by conveying information to suppliers and dealers about products and partnerships.

• Creating general awareness about improved standards of living and choices in the case of social advertising.

READ MORE- Generic Elective- Media and communication skills- Unit- 1