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.
'McDowell'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
