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THE STRUCTURE AND ORGANIZATION OF ADVERTISING






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Specialty Advertising of media

It is a usual practice now with the manufacturers to provide free of cost, various articles of low value to then existing and prospective customers.

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Showrooms of purchase advertising

In the case of certain products personal inspection is a prerequisite. Usually customers are not satisfied by reading or listening to an advertisement. For example, mixers, washing machines, etc., are always purchased only after a 'close look' at the product.

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Special Displays and Shows of purchase advertising

Most of the manufacturers have found that putting special displays of several products in selected stores is a a good promotional device.

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Counter Display of purchase advertising

Here also the products are displayed but inside the shop. Thus the attraction of real buyers, who step into the sop, is directed towards the articles displayed'.

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Window Display of purchase advertising

The products are displayed in front of the shop at a place where they would be prominent so that passers-by cannot escape from the display. They are arranged most attractively.

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Point of Purchase Advertising of media

This is direct method because the advertising process is either undertaken by the manufacturer direct or through the dealer.

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Exhibitions of audio-visual methods

This is a method in which the demonstration aspect is given importance. Further, exhibitions range from a petty local levels.

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Television of audio-visual methods

This method is of course of recent origin as far a s India is concerned. It made a modest beginning in September, 1962 at Delhi, where the first experimental TV station was launched.

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Limitations of radio advertising

The radio advertising a the following limitations

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Merits of radio advertising

The radio advertising as the following merits

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Radio Advertising of audio-visual methods

As far as India is concerned, some believe tat this method is of recent origin. The records show that both the spot and sponsored commercial Programmes were used by Indian Broadcasting Company as early as 1927.

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Sponsored Advertising Films of film advertising

It is a combination of advertising element with entertainment. Straight advertising becomes monotonous because of concentrated advertising materials.

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Straight Advertising Films of film advertising

These are common today. It concentrates on advertising message relating to the product only.

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Documentary Film of film advertising

It is preferably used for publicity aspect and in most cases in educative in character.

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Film Advertising of audio-visual methods

Aver tiering could be effectively carried out through the us of motion pictures of cinema. Though it is comparatively a new medium it has become the most popular one.

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Audio-Visual Methods of media

It includes the following:

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Kinds of Outdoor Publicity

Different types of Outdoor Publicity

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Outdoor Advertising of media

Historically, it is the oldest form of advertising and remains the most common medium even today. The press publicity is basically 'indoor advertising as papers agree read generally indoors.

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Method of Direct Mailing

The foremost job in such a kind of advertising is the preparation of a mailing list.It is a list containing the names and addresses of the prospective customers to whom the messages are to be sent.

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Direct Mail of media

This method is direct in its approach and hence often referred to as 'Direct advertising' but it retains some of the characteristics of press advertising.

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