Advertisement -A powerful medium

A paid message for a product, information or service can be defined as advertisement. Every human being desires to publicize his activities to the masses. This may be dealing in product or any other informatory service. Advertisement actually encourages business and transitory exchange while exploring consumer and interested buyer and linking it to the supplier or manufacturer.

In the usual course, advertisement symbolizes a particular media, but the modern era leads the channel to various streams such as, boards and hoardings, wall paintings and tree labels, print media, television channels, spot presentation and mouth to mouth publicity. The experts favour more of mouth to mouth publicity. They feel it as most effective method for publicity. This establishes brand and brand position for a product or service.

An advertisement undergoes an elaborate process before it is presented to masses. The concentration is more to attract the masses. The film star calendar is such a development by Hindustan Level Ltd. In the field of advertisement. Caption writing or slogan writing had an important role in the development of an add The process is known as ‘copy writing’. The writer has complete details of the products in his mind. He wants to select a caption which is catchy and directly hitting the mind of the user. Very recently the manufacturer of a tooth Paste advertised as ‘strictly vegetarian tooth paste’. It certainly aroused a feeling of vegetarians that whey they have been using a paste with non-vegetarian ingredients? In the real facts, every paste has its own constitution. So the acceptance never questioned such a partition. Anyhow, the ‘ad’ attracted a particular segment of consumer.

The necessity of ‘ad’ is expanding with the time. In print media, advertisement has two sectors (i) classified and (ii) display. Classified ads are charged as per word for number of words under specific headings of the newspaper. Display ads are charged as per length in column centimeter. These ads are self – dependent and they do not have the consideration of words. In the same way, there is no restriction of headings or space for such ‘ads’.

Advertisements are normally planned by some advertising agencies who offer specialized expertise service in the channel. The normal advertising agency has two major considerations for planned advertisement, the major point is the ‘Publicity Budget’ and next, the type of clientage to be dealt with for the advertisement. Agency’s planning starts as per budget. They tailor the publicity as per budget provisions.

Advertisement has a very important notion for marketing. None of the manufactured items or services can capture market share without proper publicity or allied gist schemes.

However, the trends are more for elaborate descriptions and harping on the features, which are mostly missing in service or products. This creates a very negative attitude in the minds of customers. They, as such, go to the consumer court for remedy and the advertiser suffers for neglecting the code of conduct in advertisement.

Cost and advertisement has a direct ratio and they are interrelated to each other. Advertising has acquired a definite place in business. The specialized branch inspires visualizes to work more sincerely for this sector. It is as much obvious that advertising has a potential scope in India. It can light the candles or the emotional attachments of consumer.