In the United States, Europe and China, outdoor advertising is fairly widespread. In India, however, it is mainly used by manufactures, government agencies, social and charitable organizations, hospitals, newspapers, magazines, advertising agencies, commercial houses for subscription displays, and the municipal authorities for civic purposes. The major earners from outdoor media are the railways, municipal corporations, state and central governments, and transport companies. The major objection to outdoor advertising is that it ruins the aesthetic beauty of cities and the countryside and distracts drivers on main roads and highways. A highway driving in India is an obstacle race compared to highway driving in the United States and Europe, where the putting up of hoardings is strictly controlled, and the messages relate to facilities along the way.
Hoardings are used in many ways in India. For instance, there are hoardings where 24-sheet printed posters are made use of it. In the large towns, painted hoardings are more common than in the small towns where printed posters are preferred. Some advertisers use 3-D effects in their hoardings so that they are more easily noticed. There are about 30,000 hoardings in the entire country, and more than half of these are in the large cities; the other half in the small towns, and hardly any in the rural areas where three quarters of the population lives.
Labels: advertising, fairly, India, Media, Outdoor Media, subscription, widespread
Trade journals or technical magazines cater to a particular group of professional group of professional groups, traders or business persons. Examples of such journals are small circulation journals such as ‘Purchase’, Industrial Product Finder, Chemical Product Finder, Indian Trade Journal. Each industry, business and profession has its own trade publications. The greatest advantage of trade journals as advertising media is the opportunities they offer for reaching readers with specific interests. Such advertising is bound to be more enthusiastically received and carefully scrutinized than advertising in general- interest publications. The greatest disadvantages are that these journals suffer from advertising clutter, poor quality printing, and a low circulation.
Labels: advertising, disadvantages, Journals, magazines, professional, Story, technical, Trade journals
Magazines can be classified into general interest and special interest magazines. The general interest magazines are generally ‘news magazines’ like India Today, The Week Sunday, The Illustrated Weekly of India. Special interest magazines are of several such as film magazines, women’s magazines, children magazines, computer magazines, business magazines, investment magazines, fashion magazines, general knowledge and current affairs magazines, etc. such special interest publications help advertisers to ‘segment’ their readers and thus to plan their advertisers more effectively. Thus, advertising of household items can be inserted in women’s magazines, and toys in household items can be inserted in women’s magazines, and toys in children magazines. Industrial advertisements are more likely to be noticed if they are in business magazines or in trade journals.
The following are the merits of magazine advertising:• Better selectively compared to newspapers.
• Better reproduction of lifestyle-oriented advertising than is possible is newspapers.
• Magazines are around in homes, offices and reading libraries, for a longer period than newspapers.
• Magazines advertising lend prestige to the product, especially when the magazine has high credibility and visibility.
• Less waste then newspaper publicity.
The limitations of magazines advertising are the following:• Circulation if often limited.
• Magazines have appeal only to certain classes of readers.
• Repetitive advertising does not have the same impact as in newspapers.
• Advertisements have to be sent weeks or months in advance; hence, changes in the copy cannot be effected quickly.
• New products cannot be brought to the notice of dealers and consumers within a very short time.
Labels: advertisements, Circulation, credibility, Industrial, interest, libraries, magazines, Merits, products
1. The cheap quality of newsprint does not allow for high quality display advertising in color. In recent years, papers have begun issuing color pages and supplements, but the ad rates are exorbitant.
2. Newspapers frequently raise their ads rates without any relationship whatsoever to rises in circulation or readership.
3. Daily newspapers have a short life; if an advertisement is missed on the day it appears, it is good as wasted.
5. Mixed audiences lead to considerable waste in advertising.
6. Newspapers do not reach non-reaching sections of society.
Labels: Advertisement, Newspaper, Publicity, relationship, society, supplements, years
1. Since ‘circulation’ and ‘readership’ data about newspapers are easily available from the Audit Bureau of Circulation and Periodical Readership Surveys, an advertiser can scientifically plan the exposure of his products to readers who are potential buyers, over a long period. Thus, ‘scheduling’ of advertisements in newspapers of a particular publishing house of the whole year is possible.
2. Newspapers have high credibility in India; some newspapers a higher credibility than others. This fact gives advertisements in newspapers a certain prestige value.
3. Advertisements, especially non-display advertisements, can be published at short notice, and at moderate rates.
4. Production and media costs of newspaper advertisements are much lower than for television, cinema, video or radio. Hence an advertisement campaign over a period of time (with a series of ads time well to reach audiences) is much more cost-effective in newspapers than in any other media.
5. Testing of the effectiveness of advertising is easy to carry out. It is also fairly easy to keep a check on the regular appearance and quality of newspaper ads.
Labels: Advantages, advertiser, appearance, display, effectiveness, especially, Newspaper, Testing
