By J Vilanilam
This ebook introduces the reader to a quick background of the evolution of advertisements on this planet and in India, together with: the commercial and social value of advertisements; the position of ads organizations within the construction and dissemination of ads throughout the media; and exceptionally, the sensible elements of purchaser servicing and replica production for various media
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Extra resources for Advertising Basics! (Response Books)
When a new product or service is launched in the market, an advertising campaign strategy is drawn up by the agency in consultation with the advertiser. While organizing an advertising campaign, certain basic principles have to be followed. First, an advertising campaign is only one of the strategies designed to reach the company’s corporate goals. By merely organizing one campaign, the advertiser may not reach his/ her goal. Similarly, one insertion of an advertisement in the print media or its single appearance in the electronic media may not yield any benefit.
The e-mail, the internet, the mobile phone, the hi-definition TV, desktop publishing, photocopying and other forms of reprography, new systems of information storage, retrieval and dissemination—all these have changed the functioning of all departments of the advertising agency, particularly the working of the creative department, the copywriting and layout sections. For example, DTP has replaced pasteup and mechanicals. Databases come to the help of the artist and the writer. Old files are no longer kept in filing cabinets; they can be stored in memory (of the computer, of course).
What are the advantages of the company’s competitors? What are the other products that are sold by the company’s wholesalers and distributors/retailers? Which products are being aggressively sold by them? Why? How do the company’s discount offers compare with those of competitors? What is the company’s wholesaling and retailing policy? What is the attitude of the company’s own sales personnel and dealers towards the company’s products and competitors’ products? How is the company’s sales division organized?
Advertising Basics! (Response Books) by J Vilanilam