Video: Estimates of the number of video-cassette recorders (VCRs) and video-cassette players (VCPs) in India are hard to come by since most sets are imported or smuggled into the country, and any enquiries about video-ownership are suspect. But video advertising agencies maintain that there are over two million sets and that the average figure for each film is 2.4 million viewers. Video advertising was first restricted to exported cassettes, but since 1982 various agencies such as primetime, Hi-Response, Multichannel, Video Publicity, T-Series, Garwar’s and the National Film Development Corporation (NFDC) a public sector undertaking having entered the video advertising market in a big way. Some of the agencies estimate that there are at least 50,000 videos hiring outlets in the country, comprising video libraries, video parlors and others.
However it is ‘Cable TV’ that provides the widest exposure to recorded video-cassettes. It is the latest development in entertainment media in the large cities. Housing colonies and flats in skyscrapers are Indian and Foreign films and program. Advertisers have lost no time to exploiting the new medium which reaches thousand of households, much to the annoyance of viewers. Almost every video-cassette distributed today carries advertising messages
Labels: Broadcast, Media, recorders, video
1. The reach and exposure are countrywide.
2. It is believed by advertisers to be a cost efficient medium since over a hundred million can be reached with every time an advertisement in shown
3. The audiovisual impact of television commercials is thought to be higher than for any other medium.
4. Sponsorship of good program bring the advertiser a lot of publicity
5. Television advertising gives a brand a national image
Labels: advantage, countrywide, following, medium, Television
1. It offers local coverage on its medium wave channels, hence local markets can be sections of society.
2. Radio reaches all sections of society.
3. It offers scope for continuous advertising day after day, and several times during the day.
4. It is a comparatively cheap medium. And has a special appeal and credibility, especially in rural areas.
5. Radio does not hamper a person’s mobility.
6. As a vehicle of information, it is the fastest medium.
7. Radio is a more interactive and stimulating medium than TV where the viewer is spoon fed. Radio allows you to think, to use your imagination. That is why nobody ever called it the idiot box.
Commercial radio has, however the following limitations:1. Broadcasting authorities impose certain restrictions on the extent and time of airing of advertisement and sponsorships.
2. Only ten per cent of total broadcasting time can be devoted to commercials
3. Vividth Bharathi does not cover the entire country.
4. Only a small percentage of Vividh Bharathi programs is in the regional languages: hence local advertising is limited.
5. As it is only an audio medium the impact of radio advertising is not as much as the other media.
Labels: advertising, Commercial, following, languages, percentage, Radio, regional, Vividth Bharathi
Radio and television are public service which allows advertising for certain percentage of broadcast time. The national radio network, Akashwani, accepted advertiser-produced commercial on the primary channel from 1982, though Vividht Bharathi, the commercial network accepted advertising spots and sponsored programmers from as early as 1967. No more than per cent of broadcast time is allowed for commercials on television and on the primary channel of Akashwani, Commercial as the evening news program.
However, there are several conditions imposed by the broadcasting authorities with the broadcast of commercials. Advertisements have to be approved of by the Ministry of Information and Broadcasting of which Doordarshan and Akashwani are media units. The advertisement booking have to be done well in advance, and for each quarter rather than for the whole year. Further the advertising rates for prime time and other segments are hiked periodically.
Labels: advertising, broadcasting, Miscellaneous Media, Radio, Television
1. Broadcast MediaTelevision: National Network and Channel II, Star TV (Star Plus, BBC TV, MTV, Zee). DD Satellite Channels
Radio: Primary Channel Vivith Bharathi and FM channel
2. Non-Broadcast MediaVideo and cable / Closed Circuit Television, Cinema
3. Print MediaNews paper Daily Newspaper
Sunday Newspaper
Sunday / Weekend Sections of Daily Newspaper
Weekly Newspaper
MagazinesGeneral interest magazines
Special interest magazines
Trade publications
Institutional publications
Direct Mail
4. Outdoor Media Posters
Hoardings
Neon signs Sky advertising
5. Transit or Vehicular Media Mainline trains
Suburban trains
Buses and Trains
Taxi and auto-rickshaws
Private vehicle
6. Especially Media T-Shirts, buttons, caps, stickers, badges, etc.
7. Point-of-purchase or In –shop Media banners
Hangings
Stickers
Packaging
Painted signs
8. Miscellaneous MediaTrolley at international and domestic airports
Labels: Broadcast, magazines, Miscellaneous Media, Newspaper, Outdoor Media, Point-of-purchase or In –shop Media, Radio, Television, Transit or Vehicular Media, Types of Media
To get the desired response, advertising as a communication tool should decide what to say. Various names have been given to this exercise – use of appeals, selecting a theme or an idea, identifying a unique selling proposition (USP). In practice, it amounts to establishing some kind of benefit, motivation identification or reason why the audience should thing or do something.
Appeals are broadly classified into three categories:• Rational appeals• Emotional appeals• Moral appealsRational Appeals:These are directed towards the thinking faculty of the audience. Here the functional benefit of the product is high- lighted. Some examples of rational motives are:
• High quality: Consumer durables are expected to have high quality. Many consumer goods are also expected to be of high quality.
• Low price: Purchasing a product paying a lower price which functions as good as or slightly less than the higher priced product is considered to be a rational decision
• Long life: A bulb lasting several thousand hours before fusing off is considered to be a rational appeal.
• Performance: Of a Unicorn on city roads, and the mileage per litre of fuel is a rational appeal.
• Ease of use: As in the case of Videocon Automatic Washing Machine which cleanses, rinses and dries too.
• Resale value as of Honda Unicorn.
• Economy in operating expenses as in case of an electronic regulator which saves electricity and pays off its cost.
Industrial products are sold against rational appeals. Purchases are made more against specifications – technical, physical, chemical etc.
Even when products are purchased on emotional grounds people give rationalization for their purchases.
Emotional appeals: Here the agitated or excited state of mind prompts us to purchase. There is no deliberate process involved. Emotional motives may be sub-conscious too. Emotional appeals could stir up positive or negative emotions which lead to an interest in the product and it purchase.
Labels: categories, classified, content, electricity, Emotional, Emotional appeals, lower, Message, Moral appeals, Rational
