ADVERTISING

Advertising is that branch of journalism which is concerned with communicating an idea generally intended to promote the sale of a commodity, product or service. There are diverse media through which advertising may be conducted—handbills, newspapers, magazines, bill boards, letters, radio and television broadcasts and Digital Media. Nowadays films are also vastly used by longer undertak@Āఀ쿏㳰„ advertising. Neo-signs with decorative elective lights are also a potential source of advertising at the city or metropolitan levels. Purposes of advertising are divided into two types, product and institutional. Product advertising emphasises the product or the brand to be sold. Institutional advertising emphasises the firm that makes or sells the product. It strives to improve the public’s impression by referring to its R & D activities. Advertising’s chief economic contribution lies in its ability to promote a dynamic expanding economy, through its encouragement of new product development, thus adding up in national product and incomes. This book deals with the principles of advertising as well as with the techniques involved in its preparation for more effective impact on sales and development of economy and employment opportunities. It deals with different types of advertising, how they should be designed and prepared, how advertisement campaigns may be launched and what media may be selected for better results. The how and why of all the problems facing an advertisement manager and his team are clearly dealt with giving alternative solutions. There is special emphasis on the questions relating to selection of media—newspapers, journals, radio, T.V., Films and Digital Media —clarifying the techniques of selection. The book covers the syllabuses of the Papers on Advertising of the Indian Institute of Mass Communications and Bhartiya Vidya Bhawan and of Journalism for Diploma/Post - graduate degrees of different universities. It also serves as a guide to any businessman thinking of advertising his products whatever the scale of his business.

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