Source:
E-mail dt. 02.10.2012
Emerging Trends in Advertising
V. Satheeshkumar
VSA School
of Management
VSA Group
of Institutions
Salem, Tamilnadu, India
Introduction
Indian
Advertising starts with the hawkers calling out their wares right from the days
when cities and markets first began. Concrete advertising history begins with
classified advertising. Ads appear for the first time in print in Hicky’s Bengal Gazette, India’s first newspaper (weekly).
To ‘advertise’ meant merely to ‘inform’ until the end of the eighteenth
century, and the early newspapers and periodicals announced births, deaths,
arrivals of ships from England, sale of household furniture, etc. some journals
like the Bengal Journal (first published in 1785) even offered to print
government advertisements free.
The
front page of most such journals carried only advertisements. But before long
persuasive copy began to replace mere information. This is evident from the
appearance of punch lines such as ‘superior to anything of the kind hither to
imported’ and ‘warranted to the first quality’. Discounts and special services
also began to be offered by the beginning of the nineteenth century. Later, new
products and services established themselves on the market through the
advertisement columns of the newspapers and periodicals. The power of
advertising increased rapidly with the growth in trade and commerce.
With
the increasing impact of the industrial revolution on our country, the number
of advertisements from British business houses rose sharply. ‘Agents’ flourished at the time as space
contractors, obtaining advertisements for newspapers and periodicals on a commission
basis. Leading newspapers like ‘The Statement’ and ‘The Times of India’, which
had their own advertising departments, offered their own facilities to
‘agents’. This was of great advantage to both the advertiser and the publisher,
for the advertiser, it saved to bother of preparing a suitable layout for the advertisements, for the publisher, it
assured a certain uniformity of standard in the advertisements appearing in its
column. This practice was responsible for turning advertising into a distinct
profession. These ‘agents’ were forerunners of the ‘advertising agencies’.
Advertising
in the early 20th century
Two
main events responsible for growth of Indian advertising agencies were: the Swadeshi Movement (1907 – 1911), which gave rise to
indigenous industries, and the second, was the installation of first rotary
linotype machine by the Statesman of
Calcutta in 1907.
The Inter – War Years
During the inter – war years a few
Indian agencies too sprang up, the most notable being the modern Publicity Co.
in Madras, the Calcutta Publicity, and the Oriental Advertising agency in Tiruchirapalli. The Vasudeva
Publicity Service was started in Delhi to carry out outdoor publicity campaigns
in Uttar Pradesh, Punjab and Delhi.
Post-Independence
Advertising
Following
world war II and the Indian Independence, the
British-owned agencies were sold to Indian business.
Several agencies,
however, retained an ‘affiliate’ status with the main branches of the agencies
in London. They continue to enjoy this status even today, though American
multinational agencies have replaced affiliation with British agencies.
At independence the
advertising business was well on its way to growth and expansion. Partition did
not touch the business at all. The introduction of multi-color printing,
improved printing machines (like offset and web offset), and the development of
commercial art gave the Ad business a further leap. Agencies began to offer,
besides space selling, many more services, such as artwork, organization of
fairs and exhibitions, market research, public relation consultancies.
Advertising thus is:
1. Impersonal
2. A communication of ideas.
3. Aimed at mass audience
4. By a paying sponsor.
Advertising is the promotion of a company’s products and
services carried out primarily to drive sales of the products and services but
also to build a brand identity and communicate changes or new product /services
to the customers
There are several reasons for advertising some
of which are as follows:
Mentioned
below are the various categories or types of advertising:
Print Advertising – Newspapers,
Magazines, Brochures, Fliers
Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events
Broadcast advertising – Television, Radio and the Internet
Covert Advertising – Advertising in Movies
Public Service Advertising – Advertising for Social Causes
Celebrity Advertising
Consider four primary pillars to the advertising industry and how
they are changing:
1) Attention
2) Creativity
3) Measurement
4) Advertising Inventories
These
trends and other continuous technological advances and ever-expanding media,
message and platform (online and the changing pay-TV worlds especially) choices
are clearly empowering consumers
(1)
Electronic Media
Advertisers
use two types of media to reach target consumers over the airwaves; radio or
T.V.
(A) Radio : Advertisers using the medium of radio may also
be classified as National or Local advertisers. The radio is a prominent
vehicle of advertising in our country and accounts for a large sum of the total
advertising budget. The radio serves principally local rather than national or
large regional markets. Many small advertisers use the radio.
(B) Television : Late
in India, a growing class of advertising media has been the TV. In our country,
commercial advertising on TV is severely limited because broadcast timings are
only in the evenings.
(ii) Print
Media
The print media carry their massages entirely
through the visual mode. These media consist of newspapers, magazines and
direct mail.
(A) Newspaper :
A sizable
share of the total advertising budget is spent on advertising in newspapers. Newspapers in our country virtually
reach most of the homes in the cities. Since newspapers are local, marketers
can easily use them to reach particular markets.
(B) Magazines :
Magazines
are also mean of reaching different market, both original and matinal and of general and specific interest.
(iii) Outdoor
and Transit Media
(A) Outdoor
Advertising :
Outdoor
advertising involves the use of sign and bill-boards, posters or displays (such
as those that appear on a building’s wall) and electric spectacular (large,
illuminated, sometime animated sign and display). The marketers may purchase
billboards on the basis of showings. This form of advertising has the advantage
of communication quick and simply ideas of repetition and of the ability to
promote products that are available for sales.
B) Transport
Advertising :
Transport
advertising appears on the inside or outside of taxis, buses, railways and
other modes of passenger transportation. Marketers may use transit
advertisement to attain high exposure to particular groups
consumers on theory way to and from work and tourists.
Emerging
Trends in Advertising
There has been a paradigm shift in
the ways and means of advertising of contemporary methodologies. There were
days when producers and manufacturers depended
only on radios, newspapers, and pamphlets to advertise their products it was
only until the late nineties when digital media crawled in and in early 2000
seen it spread its wings.
As a line of work; Advertising is a promising career option for those
interested in working and creating a livelihood out of this field. There are
many institutes that offer full time and part time degree or diploma courses in
Advertising.
Emerging trend in advertising involves promoting a product by using a
social networking (eg: facebook.com, orkut.com,
Hi5.com) platform or high traffic attractors. Usually advertisements related
to the products on the social networking sites such as Face book. Orkut, Hi5 etc. to target a particular set of audience. Face
book took this aspect to an all new level with the introduction of Face book
applications which for the first time created, online, a consumer and brand
interaction in some ways.
Slogans
|
7-up |
Bring on the
real Thirst-Quencher! |
Drink |
|
Acer |
Empowering
People. |
Computing |
|
Adidas |
Impossible
is nothing. |
Apparel |
|
Apple |
The Computer
for the rest of us |
Computing |
|
Apple
Computers |
Think
different. |
Computing |
|
BMW |
The Ultimate
Driving Experience |
Automotive |
Conclusion
Advertising using powerful media to control
peoples' choices. We
also have power, the power to choose, the power to think for ourselves, and the
power to influence others. How we use that power is central to the creation of
good and healthy society.
Emerging Advertisement can inform people about different
products and services, their utilities, cost and other requirements, and help
us in making better purchases. And these Advertisements create a brand name for
the product being promoted. People can recognize the products from the catchy
advertisements they see and thus sales are also improved..
The
Emerged Advertisement is considered important branch of business which
impresses the public about the superiority of product. A good advertisement
must have certain qualities. First, it should be based on human – psychology
& Attractive. People do not like to waste their time on things which do not
concern them.
So
to be successful, advertisement must be brief. So, which company produces an
innovative & emerging advertisement? At was the company is earning a more
profit.