Advertising Code 967 Archives

Factors Influencing the Media Selection

January 9, 2013 No Comments

Elaborate the factors responsible for selection of media for advertising campaign? Factors Influencing the Media Selection: The problem of selection of the best medium or media for a particular advertiser will vary greatly, depending on the particular situation, circumstances and different other factors in which a person is conducting individual business. Media selection involves a basic understanding of the capabilities and costs of the major media. The problems which the advertising has to face in the selection of media are: Profile of the target market Coverage or exposure Frequency Continuity Impact Copy formulation Media cost and media availability. In addition to these problems there are a number of other major factors which influence the decision of the advertiser and therefore, the same must be considered while selecting the media. The most significant of these factors are: Objectives of the campaign Budget available Research concerning client The product Type of message […]

Advertising Code 967

Analyze The Various Steps Involved in An Advertising Campaign

January 7, 2013 No Comments

Analyze the various steps involved in an advertising campaign CAMPAIGN PLANNING: According to Wright et al. [18], there are seven basic and essential steps in planning: 1 . Approaching the Advertising Opportunity This appraisal involves the determination of the right timing; for a particular advertising campaign. Neil Borden [19] and Charles H. Patti [20] have identified five situations which could lend themselves to advertising opportunities: Presence of a favourable primary demand trend: If a product category is becoming favourite with consumers, then it is beneficial to advertise a particular brand of product in that category. For example, if coffee drinking is on the increase then a particular brand of coffee can take advantage of it Similarly, if the trend is towards small compact cars, then it is difficult to sell big gas- guzzling cars. Good chance for product differentiation: If the product that is the focus of […]

Advertising Code 967

Challenges and Prospects in Advertising in Pakistan

January 4, 2013 No Comments

Challenges and Prospects in Advertising in Pakistan: In advertising one has a diverse range of jobs to choose from, to suit one’s inclination, talent and personality. The choice of working in an organization that manufactures certain goods or provides certain services, to look after the advertising of these goods or services would demand a particular kind of skills and interests. One can choose to work in an organization that creates advertising and distributes advertisements through different media. In such an organization there is a wide variety of jobs calling for different types of skills and creativity. To make matters easier, one has to start with simple definitions. The manufacturer or provider of goods and services would be referred to at this stage as the advertiser or, may be, the marketing organization. The organization providing advertising services is the advertising agency. And advertising itself is the communication […]

Advertising Code 967

Techniques for Measuring the Effects of Advertising Campaign

January 3, 2013 No Comments

Discuss the various strategies and techniques for measuring advertising campaign. Techniques for Measuring the Effects of Advertising Campaign: There are many advertising campaign effectiveness measurement techniques in use. These techniques are divided into classes and then evaluated or measured. Classes of Measurement Techniques Advertising campaign effectiveness measurement techniques can be classified as measuring cognitive response, effective response and conative response. A cognitive response measurement technique evaluates changes in subject’s knowledge; an effective response measurement technique measures dhanges in consumer’s attitudes towards a product; and a conative response measurement determines the action that consumers take towards a product. Approach to Examining Measurement In selecting each measurement technique, two related questions or approaches must be considered. Does the measurement technique meet the criteria for measurement techniques i.e., is the technique accurate and valid? The advertiser must select a measurement technique that measures the particular element to be evaluated. The analysis of measurement […]

Advertising Code 967

Good Advertising Copy Attributes, Visualization and Layout

January 1, 2013 No Comments

What is the attributes of a good advertising copy? Explain with examples. Also explain the importance and principles of visualization and lay out in a copy. Good Advertising Copy Attributes: The essence of special functions to be accomplished by the advertisement must also be kept in mind by the copywriter. He/she should understand the overall plan of the advertisement when considering the actual wording to be used to convey the want- satisfying qualities of the product to the prospect, and then to show how it will satisfy his/ her desires. One must understand the medium in which the advertisement is to appear. And then according to the nature, reach and availability of the medium the size and pattern of advertising copy should be prepared. If an attempt is to be made to induce immediate action and sales, oile may wish to include specific suggestions in the copy as to when […]

Advertising Code 967

Development of Advertising in Pakistan

December 31, 2012 No Comments

Q.5 Describe the development of advertising in Pakistan. How is it similar or different from rest of the world? Development of Advertising in Pakistan: Big organizations in Pakistan had a restricted spectrum of advertising alternatives for a substantial number of years and electrifying original media frequently obtainable all through the globe were as good as unheard of. However, al that became the past in the late nineties as the need for unique types of ads grew as a bigger number of organizations competed for a portion of the spreading market. One such form was digital printing that could be employed for many indoor and outdoor purposes. Outdoor ads and store signage in Pakistan were mostly oil painted and were challenged with different concerns such as fading of colors and mediocre composition, with most hoardings and shop frames being manufactured with low gauge metal sheets or plastic. A number of […]

Advertising Code 967

Role of Folk Media in Advertising

December 28, 2012 No Comments

Q.4 “Folk media can play a vital role in advertising.” Do you agree? Answer with examples. Folk Media: Besides, print and electronic media folk media also play a crucial role in advertising. Here we will first discuss the salient features of folk media and later give an account of some of the common folk media of the Pakistani society useful for advertising. Folk Media is the creative dissemination of information through cultural and performance arts. In traditional societies, folk media: drama, skits, poems, stories, riddles, songs and dance have been popularly and successfully used to disseminate messages and even to pass on wisdom of older generations to the youth. In different societies the use of folk media as advertisement is seen in circumcision, betrothal and marriage ceremonies and in all forms of entertainment and festivals. Today the same media can be used for community motivation, mobilizing support and participation […]