On Types of Advertising 2003

ti s i ng
dv er
s of A
Ty pe BY: ri vastava
he k S
Abhis
BVIMR
Advertising
Print Advertising
Outdoor Advertising
Broadcast advertising
Covert Advertising
Surrogate Advertising
News
News
paper
paper
ss
Maga
zines
Print Broch
ures
Flier
s
Print Advertising
• Different types of print media • The cost incurred can sometimes

(newspapers and magazines) have be expensive considering the
a loyal readership medium you choose.
• Targeting a particular • Can not target a global audience.

geographical area.
• Ad space can be expensive
• Magazines and newspapers are
always in the eye amongst public. • Nothing for Illiterate persons.
• Can choose the size of the • Advertisements may get lost in all
advertisement space. the clutter of editorial and ads by
competitors.
Billboards Kiosks
ti si ng
ver
Ad
Tradeshows Events
Events
Kiosk
Trade Show
Broadcast
Interne
t
Televisi
Radio on
TV Advertising
• Television reaches very large • Relatively expensive in

audiences terms of creative, production and
airtime costs
• Independent stations and cable
offer new opportunities to • No station loyalty
pinpoint local audiences
• Multiple exposures are required
• Television being an image- to achieve message retention and
building and visual medium consumer action.
• Can easily reach targeted • Preferred ad times are often sold

audiences. out far in advance
Radio Advertising
• Radio advertising is very cost • Background Format

effective.
• Audio
• A good radio ad will grab a
listener's attention.
• Impermanence(Radio
advertisements are only
• Radio Advertising Reaches
temporary.)
Millions
• Radio Advertising is Cheaper • Listeners cannot go back to

than Television Advertising your ads to go over important
points
• Radio Advertising Allows You to
Target Your Market
• Allows interactivity • Can annoy your target market -
reduce brand loyalty
• Media costs can be cheaper than
traditional print/tvc/radio • High level of clutter
• Not limited by geography • Adblocking software can be used
• Update ads • Additional costs
• Low-Cost
Covert advertising is a
unique kind of advertising
in which a product or a
particular brand is
incorporated in some
entertainment and media
channels like movies,
television shows or even
e r
sports.
cov t
Why Covert Advertising
• You have a captive audience (they have
chosen to watch the film or
regularly tune in to the television show).
• It is cheaper than overt advertising or

sponsorship.
• If the programme or film is a success your

advertising gets a wider audience.
• The product becomes linked to the film or

programme and the Ideology/lifestyle
inherent in that text. This attracts people to
buy into the image through the product.
• Has an immediate effect but it can be short

term Sponsorship of television
programmes.
Surrogate advertising
Surrogate
Surrogate
advertising
advertisingisis
prominently
prominentlyseenseeninin
cases
caseswhere
where
advertising
advertisinga a
particular
particularproduct
productisis
banned
bannedbybylaw.
law.
Surrogate advertising
BACKGROUND: Pan masala is a comparatively recent habit in India and is marketed with and without
tobacco. Advertisements of tobacco products have been banned in India since 1st May 2004. The
advertisements of plain pan masala, which continue in Indian media, have been suspected to be surrogate for
tobacco products bearing the same name. The study was carried out to assess whether these advertisements
were for the intended product, or for tobacco products with same brand name.
MATERIALS AND METHODS: The programme of a popular television Hindi news channel was watched
for a 24-h period. Programmes on the same channel and its English counterpart were watched on different
days to assess whether the advertisements were repeated. The total duration of telecast of a popular brand of
plain pan masala (Pan Parag) was multiplied by the rate charged by the channel to provide the cost of
advertisement of this product. The total sale value of the company was multiplied by the proportion of usage of
plain pan masala out of gutka plus pan masala habit as observed from a different study, to provide the annual
sale value of plain pan masala product under reference .
RESULTS: The annual sale value of plain Pan Parag was estimated to be Rs. 67.1 million. The annual cost
of the advertisement of the same product on two television channels was estimated at Rs. 244.6 million.
CONCLUSION: The advertisements of plain pan masala seen on Indian television are a surrogate for the
tobacco products bearing the same name.
Advertisi
Advertisi
ng
ng for
for
social
social
cause
cause

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ti s i ng

• Different types of print media • The cost incurred can sometimes

• Targeting a particular • Can not target a global audience.

• Television reaches very large • Relatively expensive in

• Can easily reach targeted • Preferred ad times are often sold

• Radio advertising is very cost • Background Format

• Radio Advertising is Cheaper • Listeners cannot go back to

• Not limited by geography • Adblocking software can be used

• Update ads • Additional costs

• It is cheaper than overt advertising or

• If the programme or film is a success your

• The product becomes linked to the film or

• Has an immediate effect but it can be short

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