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INDIAN INSTITUTE OF PLANNING AND MANAGEMENT
NEW DEHI
THE PROJECT REPORT ON
EFFECTIVENESS ON NEWSPAPER ADVERTISEMENT
Prepared by
Name: Nadeem Khan
Section: Sf-6
Batch: Isbea, ss 10/12
Email:Nadeemkhan201190@gmail.com
Phone: 9871190062
DATE OF SUBMISSION FACULTY NAME
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ABSTRACT
Newspaper has got different sections like finance, marketing, hr. stock market and also about
politics. The foremost section is the editorial page. Indeed when one opens up a newspaper and it
is cleared that the advertisements are often matched to the editorial content. We can rattle off
numerous examples travel section, products sections etc.
Providing advertising through newspaper is very effective for the people as they are gaining
knowledge through which they are known towards the product. It is done on a dynamic way as it
shows all the details of the whole world which is very important for the customer. Most
commonly, the desired result is to drive consumer behavior with respect to a commercial
offering, although political and ideological advertising is also common. The purpose of
advertising may also be to reassure employees or shareholders that a company is viable or
successful. . Advertising has long been viewed as a method of mass promotion in that a single
message can reach a large number of people.
Advertising also has a history of being considered a one-way form of marketing communication
where the message receiver (i.e., target market) is not in position to immediately respond to the
message (e.g., seek more information).
The objective(s) ofadvertising imply the communication tasks to be accomplished. The purpose
of trial objective ofadvertising is to encourage customers to make an initial purchase of a new
product which has been launched in the market. Companies typically deploy creative ad
strategies during product launch so that they can stay ahead in the competition.
Advertising is a tricky art for brand communication. As an advertiser one should haveexceptional advertising skill(s) to influence the right target group and to provide a lasting
impression about the brand so that customers stick to the same brand in future.
http://www.tdiindia.com/careers.phphttp://www.tdiindia.com/company.phphttp://www.tdiindia.com/advertising.phphttp://www.tdiindia.com/advertising.phphttp://www.tdiindia.com/company.phphttp://www.tdiindia.com/careers.php -
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ACKNOWLEDGEMENT
Through this acknowledgement I express my sincere gratitude towards all those people who
helped me in this project, which has been a learning experience.
I appreciate the co-ordination extended by my friends and also express my sincere thankfulness
to the entire faculty members of Indian Institute of Planning & Management, Delhi, giving me
the opportunity to do this project/study and also assisting me for the same.
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TABLE OF CONTENTS
S.No. Topic
1. Abstract2. Acknowledgment3. Introduction4. Literature Review5. Bibliography
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INTRODUCTION
Advertising is a form ofcommunication used to encourage or persuade an audience (viewers,
readers or listeners. Sometimes a specific group of people.) to continue or take some new action.
Most commonly, the desired result is to drive consumer behavior with respect to a commercialoffering, although political and ideological advertising is also common. The purpose of
advertising may also be to reassure employees or shareholders that a company is viable or
successful. Advertising messages are usually paid for by sponsors and viewed via
various traditional media; including mass media such as newspaper, magazines, television
commercial, radio advertisement, outdoor advertising or direct mail; or new media such
as blogs and websites and text messages.
WHAT IS ADVERTISING ?
Advertising is a non-personal form of promotion that is delivered through selected media outlets
that, under most circumstances, require the marketer to pay for message placement. Advertising
has long been viewed as a method of mass promotion in that a single message can reach a large
number of people. But, this mass promotion approach presents problems since many exposed to
an advertising message may not be within the marketers target market, and thus, may be an
inefficient use of promotional funds. However, this is changing as new advertising technologies
and the emergence of new media outlets offer more options for targeted advertising.
Advertising also has a history of being considered a one-way form of marketing communication
where the message receiver (i.e., target market) is not in position to immediately respond to the
message (e.g., seek more information). This too is changing. For example, in the next few years
technologies will be readily available to enable a television viewer to click a button to request
more details on a product seen on their favorite TV program. In fact, it is expected that over the
next 10-20 years advertising will move away from a one-way communication model and become
one that is highly interactive.
Another characteristic that may change as advertising evolves is the view that advertising does
not stimulate immediate demand for the product advertised. That is, customers cannot quickly
purchase a product they see advertised. But as more media outlets allow customers to interact
http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Persuadehttp://en.wikipedia.org/wiki/Sponsor_(commercial)http://en.wikipedia.org/wiki/Traditional_mediahttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/Magazineshttp://en.wikipedia.org/wiki/Television_commercialhttp://en.wikipedia.org/wiki/Television_commercialhttp://en.wikipedia.org/wiki/Radio_advertisementhttp://en.wikipedia.org/wiki/Outdoor_advertisinghttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/New_mediahttp://en.wikipedia.org/wiki/Bloghttp://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Text_messageshttp://en.wikipedia.org/wiki/Text_messageshttp://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Bloghttp://en.wikipedia.org/wiki/New_mediahttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Outdoor_advertisinghttp://en.wikipedia.org/wiki/Radio_advertisementhttp://en.wikipedia.org/wiki/Television_commercialhttp://en.wikipedia.org/wiki/Television_commercialhttp://en.wikipedia.org/wiki/Magazineshttp://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/Traditional_mediahttp://en.wikipedia.org/wiki/Sponsor_(commercial)http://en.wikipedia.org/wiki/Persuadehttp://en.wikipedia.org/wiki/Communication -
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with the messages being delivered the ability of advertising to quickly stimulate demand will
improve.
OBJECTIVES OF ADVERTISING-:
The objective(s) ofadvertising imply the communication tasks to be accomplished. These tasks
are directed towards specific customers that a company or organization is trying to reach during
a defined time frame. An organization which involves in advertising activities usually strives to
achieve at least one of the four common objectives of advertising i.e. trial, continuity, brand
switching and switchback.
The purpose of trial objective ofadvertising is to encourage customers to make an initial
purchase of a new product which has been launched in the market. Companies typically deploy
creative ad strategies during product launch so that they can stay ahead in the competition.
Repeat purchase of the product follows suit so trial objective of the ad campaign should be given
more emphasis so as to invite targeted customers.
The next objective ofadvertising is continuity. Continuity
is a typical strategy to keep current customers to stick to the same product. To keep the
customers engaged the company usually provides new and different information about the
product which is designed to build brand loyalty.
Brand switching is one of the widely employed
objectives ofadvertising. This technique is adopted when companies want customers to switch to
their brand from their competitors brand. Brand switching strategy needs a convincing
communication so that the mindset of the customer is changed.
Last but not the least brand switchback objective is
another strategy used by advertisers or brand owners to win back their former customers. For this
a particular company may highlight new features about the product, discount of price, provide
useful information about the product- all these to attract back their former customers.
Advertising is a tricky art for brand communication. As an advertiser one should have
exceptional advertising skill to influence the right target group and to provide a lasting
impression about the brand so that customers stick to the same brand in future.
http://www.tdiindia.com/careers.phphttp://www.tdiindia.com/company.phphttp://www.tdiindia.com/advertising.phphttp://www.tdiindia.com/airport_mediaoptions.phphttp://www.tdiindia.com/advertising.phphttp://www.tdiindia.com/advertising.phphttp://www.tdiindia.com/airport_mediaoptions.phphttp://www.tdiindia.com/advertising.phphttp://www.tdiindia.com/company.phphttp://www.tdiindia.com/careers.php -
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Press is the fourth estate the other three being the legislative and the ju di ci ar y. It
owes i t s emergence fo l lowing long s t rugg le be tween the d i spu tes
a nd people for establishment of democracy and representative institutions
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THEORETICAL REVIEW/ PERSPECTIVE
A Brief on Newspaper Industry
Press is the fourth estate the other three being the legislative and the ju di ci ar y. It
owes i t s emergence fo l lowing long s t rugg le be tween the d i spu tes
a nd people for establishment of democracy and representative institutions. The
press i s supposed to p l ay c ruc ia l ro le o f a wa t chdog to see th a t , t the
foreside in situation functions fairly within the constitution of framework and
serve the people of whose they were created. The newspaper can initiall y be defined as
a writ ten means of conveying current information. This means that the f irst
o rga ni z ed a t t em p t to p rov id e su ch In Asia due to 3 reasons industry is growing
Increase in the literacy rate.
Overall Economic growth in India and China.
The reach of the news paper in the rural market.
Ind ian newspapers a re the cheapes t in the wor ld . Newspaper compan i es
i nI n d i a c a m e t o b e p r o j e c t e d a s p u b l i c s e r v i c e i n s t i t u t i o n s a f t e r i n
d e p e n d e n c e . H o w e v e r , i n t h e l a t e 1 9 8 0 s , t h e y b e c a m e j u s t a n o t h e r f
ast moving consumer commodity. The companies started aggressive
marketing and promotional strategies to inc rea se cir cul ati on and rea der shi p.
The ind ust ry wi tne ss ed tou gh com pet it ion both regionally and nationally. In
1999, the top 10 newspapers accounted for about90 % of th e re ad er sh ip an d th e
t o p t wo m a d e 9 0 % o f t h e p r o f i t .
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TYPES OF ADVERTISING
An advertisement for a diner. Such signs are common on storefronts.
Paying people to hold signs is one of the oldest forms of advertising, as with this Human
billboard pictured above
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A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular media
for advertisers.
A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station
Virtually any medium can be used for advertising. Commercial advertising media can
include wall paintings, billboards, street furniture components, printed flyers and rack cards,
radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts,
web popup, skywriting, bus stop benches, human billboards, magazines, newspapers, town
criers, sides of buses, banners attached to or sides of airplanes in-flight
advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts
and passenger screens, musical stage shows, subway platforms and trains, elastic bands on
disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart
handles , the opening section ofstreaming audio and video, posters, and the backs of event
tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message
through a medium is advertising.
http://en.wikipedia.org/wiki/Gap_(clothing_retailer)http://en.wikipedia.org/wiki/DBAG_Class_101http://en.wikipedia.org/wiki/UNICEFhttp://en.wikipedia.org/wiki/Muralhttp://en.wikipedia.org/wiki/Billboardshttp://en.wikipedia.org/wiki/Street_furniturehttp://en.wikipedia.org/wiki/Rack_cardhttp://en.wikipedia.org/wiki/Web_bannerhttp://en.wikipedia.org/wiki/Pop-up_adhttp://en.wikipedia.org/wiki/Skywritinghttp://en.wikipedia.org/wiki/Human_billboardhttp://en.wikipedia.org/wiki/In-flight_advertisinghttp://en.wikipedia.org/wiki/In-flight_advertisinghttp://en.wikipedia.org/wiki/Tray-tablehttp://en.wikipedia.org/wiki/Cabvisionhttp://en.wikipedia.org/wiki/Shopping_carthttp://en.wikipedia.org/wiki/Shopping_carthttp://en.wikipedia.org/wiki/Streaming_mediahttp://en.wikipedia.org/wiki/File:101_016_DRI_Ingolstadt.jpghttp://en.wikipedia.org/wiki/File:101_016_DRI_Ingolstadt.jpghttp://en.wikipedia.org/wiki/File:Volvo_B9TL_SBS_Transit_SBS7357B.jpghttp://en.wikipedia.org/wiki/File:Volvo_B9TL_SBS_Transit_SBS7357B.jpghttp://en.wikipedia.org/wiki/File:101_016_DRI_Ingolstadt.jpghttp://en.wikipedia.org/wiki/File:101_016_DRI_Ingolstadt.jpghttp://en.wikipedia.org/wiki/File:Volvo_B9TL_SBS_Transit_SBS7357B.jpghttp://en.wikipedia.org/wiki/File:Volvo_B9TL_SBS_Transit_SBS7357B.jpghttp://en.wikipedia.org/wiki/File:101_016_DRI_Ingolstadt.jpghttp://en.wikipedia.org/wiki/File:101_016_DRI_Ingolstadt.jpghttp://en.wikipedia.org/wiki/File:Volvo_B9TL_SBS_Transit_SBS7357B.jpghttp://en.wikipedia.org/wiki/File:Volvo_B9TL_SBS_Transit_SBS7357B.jpghttp://en.wikipedia.org/wiki/File:101_016_DRI_Ingolstadt.jpghttp://en.wikipedia.org/wiki/File:101_016_DRI_Ingolstadt.jpghttp://en.wikipedia.org/wiki/File:Volvo_B9TL_SBS_Transit_SBS7357B.jpghttp://en.wikipedia.org/wiki/File:Volvo_B9TL_SBS_Transit_SBS7357B.jpghttp://en.wikipedia.org/wiki/Streaming_mediahttp://en.wikipedia.org/wiki/Shopping_carthttp://en.wikipedia.org/wiki/Shopping_carthttp://en.wikipedia.org/wiki/Cabvisionhttp://en.wikipedia.org/wiki/Tray-tablehttp://en.wikipedia.org/wiki/In-flight_advertisinghttp://en.wikipedia.org/wiki/In-flight_advertisinghttp://en.wikipedia.org/wiki/Human_billboardhttp://en.wikipedia.org/wiki/Skywritinghttp://en.wikipedia.org/wiki/Pop-up_adhttp://en.wikipedia.org/wiki/Web_bannerhttp://en.wikipedia.org/wiki/Rack_cardhttp://en.wikipedia.org/wiki/Street_furniturehttp://en.wikipedia.org/wiki/Billboardshttp://en.wikipedia.org/wiki/Muralhttp://en.wikipedia.org/wiki/UNICEFhttp://en.wikipedia.org/wiki/DBAG_Class_101http://en.wikipedia.org/wiki/Gap_(clothing_retailer) -
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TELEVISION ADVERTISING/MUSIC IN ADVERTISING
The TV commercial is generally considered the most effective mass-market advertising
format, as is reflected by the high prices TV networks charge for
commercial airtime during popular TV events. The annual Super Bowl football game in
the United States is known as the most prominent advertising event on television. The
majorities of television commercials feature a song or jingle that listeners soon relate to
the product. Virtual advertisements may be inserted into regular television programming
through computer graphics. It is typically inserted into otherwise blank backdrops or used
to replace local billboards that are not relevant to the remote broadcast audience. More
controversially, virtual billboards may be inserted into the background where none exist
in real-life. This technique is especially used in televised sporting events. Virtual product
placement is also possible.
INFOMERCIALS
An infomercialis a long-format television commercial, typically five minutes or longer.
The word "infomercial" is a portmanteau of the words "information" & "commercial".
The main objective in an infomercial is to create an impulse purchase, so that the
consumer sees the presentation and then immediately buys the product through the
advertised toll-free telephone number or website. Infomercials describe, display, and
often demonstrate products and their features, and commonly have testimonials from
consumers and industry professionals.
RADIO ADVERTISING
Radio advertising is a form of advertising via the medium ofradio. Radioadvertisements are broadcast as radio waves to the air from a transmitter to an antenna
and a thus to a receiving device. Airtime is purchased from a station or networkin
exchange for airing the commercials. While radio has the limitation of being restricted to
sound, proponents of radio advertising often cite this as an advantage. Radio is an
expanding medium that can be found not only on air, but also online. According to
http://en.wikipedia.org/wiki/Television_advertisementhttp://en.wikipedia.org/wiki/Music_in_advertisinghttp://en.wikipedia.org/wiki/Music_in_advertisinghttp://en.wikipedia.org/wiki/Broadcastinghttp://en.wikipedia.org/wiki/Super_Bowlhttp://en.wikipedia.org/wiki/American_footballhttp://en.wikipedia.org/wiki/Jinglehttp://en.wikipedia.org/wiki/Infomercialhttp://en.wikipedia.org/wiki/Infomercialhttp://en.wikipedia.org/wiki/Infomercialhttp://en.wikipedia.org/wiki/Impulse_purchasehttp://en.wikipedia.org/wiki/Toll-free_telephone_numberhttp://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/w/index.php?title=Advertising_professional&action=edit&redlink=1http://en.wikipedia.org/wiki/Radio_advertisementhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Radio_stationhttp://en.wikipedia.org/wiki/Radio_networkhttp://en.wikipedia.org/wiki/Radio_networkhttp://en.wikipedia.org/wiki/Radio_stationhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Radio_advertisementhttp://en.wikipedia.org/w/index.php?title=Advertising_professional&action=edit&redlink=1http://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Toll-free_telephone_numberhttp://en.wikipedia.org/wiki/Impulse_purchasehttp://en.wikipedia.org/wiki/Infomercialhttp://en.wikipedia.org/wiki/Infomercialhttp://en.wikipedia.org/wiki/Jinglehttp://en.wikipedia.org/wiki/American_footballhttp://en.wikipedia.org/wiki/Super_Bowlhttp://en.wikipedia.org/wiki/Broadcastinghttp://en.wikipedia.org/wiki/Music_in_advertisinghttp://en.wikipedia.org/wiki/Television_advertisement -
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Arbitron, radio has approximately 241.6 million weekly listeners, or more than 93
percent of the U.S. population.
ONLINE ADVERTISING
Online advertising is a form ofpromotion that uses the Internet and World WideWeb for the expressed purpose of delivering marketing messages to attract customers.
Online ads are delivered by an ad server. Examples of online advertising include
contextual ads that appear on search engine results pages, banner ads, in text ads, Rich
Media Ads, Social network advertising, online classified advertising, advertising
networks and e-mail marketing, including e-mail spam.
PRODUCT PLACEMENTS
Covert advertising, also known as guerrilla advertising, is when a product or brand is
embedded in entertainment and media. For example, in a film, the main character can use
an item or other of a definite brand, as in the movieMinority Report, where Tom Cruise's
character John Anderton owns a phone with theNokialogo clearly written in the top
corner, or his watch engraved with theBulgarilogo. Another example of advertising in
film is inI, Robot, where main character played by Will Smith mentions
hisConverseshoes several times, calling them "classics," because the film is set far in the
future.I, RobotandSpaceballsalso showcase futuristic cars with the logos clearly
displayed on the front of the vehicles. Cadillac chose to advertise in the movieThe
Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were
used.Similarly, product placement forOmega Watches, Ford, VAIO, BMW and Aston
Martin cars are featured in recent James Bond films, most notablyCasino Royale. In
"Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a
large Dodge logo on the front.Blade Runnerincludes some of the most obvious product
placement; the whole film stops to show a Coca-Cola billboard.
PRESS ADVERTISING
Press advertising describes advertising in a printed medium such as
a newspaper, magazine, or trade journal. This encompasses everything from media with a
http://en.wikipedia.org/wiki/Online_advertisinghttp://en.wikipedia.org/wiki/Online_advertisinghttp://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/World_Wide_Webhttp://en.wikipedia.org/wiki/World_Wide_Webhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Ad_serverhttp://en.wikipedia.org/wiki/Search_engine_results_pagehttp://en.wikipedia.org/wiki/Banner_adhttp://en.wikipedia.org/wiki/Pay_per_clickhttp://en.wikipedia.org/wiki/Rich_Mediahttp://en.wikipedia.org/wiki/Rich_Mediahttp://en.wikipedia.org/wiki/Social_network_advertisinghttp://en.wikipedia.org/wiki/Online_classified_advertisinghttp://en.wikipedia.org/wiki/Advertising_networkhttp://en.wikipedia.org/wiki/Advertising_networkhttp://en.wikipedia.org/wiki/E-mail_marketinghttp://en.wikipedia.org/wiki/E-mail_spamhttp://en.wikipedia.org/wiki/Minority_Report_(film)http://en.wikipedia.org/wiki/Minority_Report_(film)http://en.wikipedia.org/wiki/Minority_Report_(film)http://en.wikipedia.org/wiki/Tom_Cruisehttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Bulgarihttp://en.wikipedia.org/wiki/Bulgarihttp://en.wikipedia.org/wiki/Bulgarihttp://en.wikipedia.org/wiki/I,_Robot_(film)http://en.wikipedia.org/wiki/I,_Robot_(film)http://en.wikipedia.org/wiki/I,_Robot_(film)http://en.wikipedia.org/wiki/Will_Smithhttp://en.wikipedia.org/wiki/Converse_(shoe_company)http://en.wikipedia.org/wiki/Converse_(shoe_company)http://en.wikipedia.org/wiki/Converse_(shoe_company)http://en.wikipedia.org/wiki/Spaceballshttp://en.wikipedia.org/wiki/Spaceballshttp://en.wikipedia.org/wiki/Spaceballshttp://en.wikipedia.org/wiki/Cadillachttp://en.wikipedia.org/wiki/The_Matrix_Reloadedhttp://en.wikipedia.org/wiki/The_Matrix_Reloadedhttp://en.wikipedia.org/wiki/The_Matrix_Reloadedhttp://en.wikipedia.org/wiki/The_Matrix_Reloadedhttp://en.wikipedia.org/wiki/Omega_SAhttp://en.wikipedia.org/wiki/Omega_SAhttp://en.wikipedia.org/wiki/Ford_Motor_Companyhttp://en.wikipedia.org/wiki/VAIOhttp://en.wikipedia.org/wiki/BMWhttp://en.wikipedia.org/wiki/Aston_Martinhttp://en.wikipedia.org/wiki/Aston_Martinhttp://en.wikipedia.org/wiki/James_Bondhttp://en.wikipedia.org/wiki/Casino_Royale_(2006_film)http://en.wikipedia.org/wiki/Casino_Royale_(2006_film)http://en.wikipedia.org/wiki/Casino_Royale_(2006_film)http://en.wikipedia.org/wiki/Fantastic_Four:_Rise_of_the_Silver_Surferhttp://en.wikipedia.org/wiki/Dodgehttp://en.wikipedia.org/wiki/Blade_Runnerhttp://en.wikipedia.org/wiki/Blade_Runnerhttp://en.wikipedia.org/wiki/Blade_Runnerhttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/Magazinehttp://en.wikipedia.org/wiki/Magazinehttp://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Blade_Runnerhttp://en.wikipedia.org/wiki/Dodgehttp://en.wikipedia.org/wiki/Fantastic_Four:_Rise_of_the_Silver_Surferhttp://en.wikipedia.org/wiki/Casino_Royale_(2006_film)http://en.wikipedia.org/wiki/James_Bondhttp://en.wikipedia.org/wiki/Aston_Martinhttp://en.wikipedia.org/wiki/Aston_Martinhttp://en.wikipedia.org/wiki/BMWhttp://en.wikipedia.org/wiki/VAIOhttp://en.wikipedia.org/wiki/Ford_Motor_Companyhttp://en.wikipedia.org/wiki/Omega_SAhttp://en.wikipedia.org/wiki/The_Matrix_Reloadedhttp://en.wikipedia.org/wiki/The_Matrix_Reloadedhttp://en.wikipedia.org/wiki/Cadillachttp://en.wikipedia.org/wiki/Spaceballshttp://en.wikipedia.org/wiki/Converse_(shoe_company)http://en.wikipedia.org/wiki/Will_Smithhttp://en.wikipedia.org/wiki/I,_Robot_(film)http://en.wikipedia.org/wiki/Bulgarihttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Tom_Cruisehttp://en.wikipedia.org/wiki/Minority_Report_(film)http://en.wikipedia.org/wiki/E-mail_spamhttp://en.wikipedia.org/wiki/E-mail_marketinghttp://en.wikipedia.org/wiki/Advertising_networkhttp://en.wikipedia.org/wiki/Advertising_networkhttp://en.wikipedia.org/wiki/Online_classified_advertisinghttp://en.wikipedia.org/wiki/Social_network_advertisinghttp://en.wikipedia.org/wiki/Rich_Mediahttp://en.wikipedia.org/wiki/Rich_Mediahttp://en.wikipedia.org/wiki/Pay_per_clickhttp://en.wikipedia.org/wiki/Banner_adhttp://en.wikipedia.org/wiki/Search_engine_results_pagehttp://en.wikipedia.org/wiki/Ad_serverhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/World_Wide_Webhttp://en.wikipedia.org/wiki/World_Wide_Webhttp://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Online_advertising -
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very broad readership base, such as a major national newspaper or magazine, to more
narrowly targeted media such as local newspapers and trade journals on very specialized
topics. A form of press advertising is classified advertising, which allows private
individuals or companies to purchase a small, narrowly targeted ad for a low fee
advertising a product or service. Another form of press advertising is the Display Ad,
which is a larger ad (can include art) that typically run in an article section of a
newspaper.
BILLBOARD ADVERTISING
Billboards are large structures located in public places which display advertisements to
passing pedestrians and motorists. Most often, they are located on main roads with a large
amount of passing motor and pedestrian traffic; however, they can be placed in any
location with large amounts of viewers, such as on mass transit vehicles and in stations,
in shopping malls or office buildings, and in stadiums.
TheRed Eyenewspaper advertised to its target market at North
Avenue Beach with a sailboat billboard on Lake Michigan.
http://en.wikipedia.org/wiki/Classified_advertisinghttp://en.wikipedia.org/wiki/Billboardhttp://en.wikipedia.org/wiki/RedEyehttp://en.wikipedia.org/wiki/RedEyehttp://en.wikipedia.org/wiki/RedEyehttp://en.wikipedia.org/wiki/North_Avenue_Beachhttp://en.wikipedia.org/wiki/North_Avenue_Beachhttp://en.wikipedia.org/wiki/Lake_Michiganhttp://en.wikipedia.org/wiki/File:Redeye_Sailboat.jpghttp://en.wikipedia.org/wiki/File:Redeye_Sailboat.jpghttp://en.wikipedia.org/wiki/File:Redeye_Sailboat.jpghttp://en.wikipedia.org/wiki/File:Redeye_Sailboat.jpghttp://en.wikipedia.org/wiki/Lake_Michiganhttp://en.wikipedia.org/wiki/North_Avenue_Beachhttp://en.wikipedia.org/wiki/North_Avenue_Beachhttp://en.wikipedia.org/wiki/RedEyehttp://en.wikipedia.org/wiki/Billboardhttp://en.wikipedia.org/wiki/Classified_advertising -
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MOBILE BILLBOARD ADVERTISING
Mobile billboards are generally vehicle mounted billboards or digital screens. These can
be on dedicated vehicles built solely for carrying advertisements along routes preselected
by clients, they can also be specially equipped cargo trucks or, in some cases, large
banners strewn from planes. The billboards are often lighted; some being backlit, and
others employing spotlights. Some billboard displays are static, while others change; for
example, continuously or periodically rotating among a set of advertisements. Mobile
displays are used for various situations in metropolitan areas throughout the world,
including: Target advertising, One-day, and long-term campaigns, Conventions, Sporting
events, Store openings and similar promotional events, and Big advertisements from
smaller companies.
IN-STORE ADVERTISING
In-store advertising is any advertisement placed in a retail store. It includes placement of
a product in visible locations in a store, such as at eye level, at the ends of aisles and near
checkout counters (aka POPPoint Of Purchase display), eye-catching displays
promoting a specific product, and advertisements in such places as shopping carts and in-
store video displays.
COFFEE CUP ADVERTISING
Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed
out of an office, caf, or drive-through coffee shop. This form of advertising was first
popularized in Australia, and has begun growing in popularity in the United States, India,
and parts of the Middle East.[citation needed]
STREET ADVERTISING
This type of advertising first came to prominence in the UK by Street Advertising
Services to create outdoor advertising on street furniture and pavements. Working with
products such as Reverse Graffiti, air dancer's and 3D pavement advertising, the media
became an affordable and effective tool for getting brand messages out into public
spaces.
http://en.wikipedia.org/wiki/Mobile_billboardhttp://en.wikipedia.org/wiki/Billboardhttp://en.wikipedia.org/wiki/Backlighthttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Reverse_Graffitihttp://en.wikipedia.org/wiki/Air_dancerhttp://en.wikipedia.org/wiki/Air_dancerhttp://en.wikipedia.org/wiki/Reverse_Graffitihttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Backlighthttp://en.wikipedia.org/wiki/Billboardhttp://en.wikipedia.org/wiki/Mobile_billboard -
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CELEBRITY BRANDING
This type of advertising focuses upon using celebrity power, fame, money, popularity to
gain recognition for their products and promote specific stores or products. Advertisers
often advertise their products, for example, when celebrities share their favorite products
or wear clothes by specific brands or designers. Celebrities are often involved in
advertising campaigns such as television or print adverts to advertise specific or general
products. The use of celebrities to endorse a brand can have its downsides, however. One
mistake by a celebrity can be detrimental to the public relations of a brand. For example,
following his performance of eight gold medals at the 2008 Olympic Games in Beijing,
China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's
did not want to associate with him after he was photographed smoking marijuana.
Celebrities such as Britney Spears have advertised for multiple products including Pepsi,
Candies from Kohls, Twister, Nascar, Toyota and many more.
ADVERTISEMENT THEORY
Hierarchy of effects modelIt clarifies the objectives of an advertising campaign and for each individual advertisement. The
model suggests that there are six steps a consumer or a business buyer moves through when
making a purchase. The steps are:
1. Awareness2. Knowledge3. Liking4. Preference5. Conviction6. Purchase
http://en.wikipedia.org/wiki/Celebrity_brandinghttp://en.wikipedia.org/wiki/Britney_Spearshttp://en.wikipedia.org/wiki/Britney_Spearshttp://en.wikipedia.org/wiki/Celebrity_branding -
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Means-End TheoryThis approach suggests that an advertisement should contain a message or means that leads the
consumer to a desired end state.
Leverage PointsIt is designed to move the consumer from understanding a product's benefits to linking those
benefits with personal values.
Verbal and Visual ImagesThe political economy of advertisement is the theory that a few powerful groups, or knowledge
monopolies, control the thoughts, behaviors, and actions of the public through mass media as
communication. As a form of communication, advertisement uses repeated verbal and visual
images to develop and alter society. Over time, these repeated images and symbols become
associated with either positive or negative attributes and can modify the publics evaluation of
such cultural objects as people, religions, ethnic groups, and societal roles. Thus, the media
forms the beliefs and values of the public through media portrayals. The messages of the
((political economy)) commonly correlate with current economic interests.
A DIRECT RESPONSE ADVERTISEMENT:
1. Gets attention through design, ad size, placement, and timing.
2. Stimulates interest by touching on human emotions, desires, and needs.
3. Creates desire by offering solutions to emotions, problems, or needs.
4. Gets action by making the solution highly desirable yet affordable and easy.
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CREATING AND IMPROVING NEWSPAPER ADVERTISEMENTS
It's called 'How To Create Great Newspaper Ads That Will Pull
All The Customers You Will Ever Need'. It's jam-packed with powerful insider newspaper
advertising secrets and techniques.
You'll find out how to easily create ads that will at least triple the response you get from your
newspaper advertising -- I guarantee it.
And it's written in 'everyday' language -- no marketing gobbledygook.
Creating your own newspaper ads is made very easy for you. You are taken through the 8 simple
steps of creating a powerful ad with worksheets to guide your every move.
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Measurement tool makes clear newspaper advertising effectiveness
These worksheets are a wonderfully effective way for you to make your ads. Using them to
guide you and my newspaper advertising secrets, you can put together newspaper advertising
that will pull more sales and increase your bottom line profits better than any of your previous
ads ever did.
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HOW TO SUCCEED WITH NEWSPAPER ADVERTISING
With newspaper advertising [and with all other types of media], Consistent Advertising =
Familiarity = Trust = Customers. People wont buy from you until they trust you.
Trust and confidence take time to build up. To be successful with newspaper advertising, you
need persistence, patience, and a budget to keep your newspaper advertising running to build that
trust.
Your ad should appear in the same place in the newspaper at least weekly for an indefinite period
[forever]. Expect to run your newspaper advertising for two months before you see an increase in
sales. It takes some time to build trust. And if you quit, you have to start all over again. Dont
waste your money starting a newspaper advertising program if you cant give it time to work
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DESIGN TIPS
Our goal is not to make you into a designer, but to empower you to know when your designer is
doing a good job. Here are some general design ideas for newspaper advertising.
1. Your newspaper advertising has a zero percent chance of succeeding if your prospect doesnt
notice it. Attention is everything in newspaper advertising. You need visual impact [photos],
white space, a distinctive border, font, angles, or whatever it takes to stand out on the page. You
newspaper advertising must be distinctive, unusual, and it should contrast with the other ads on
the page. Be different.
2. Paste your ad into the newspaper to get an idea of whether or not it will stand out.
3. Where your ad is placed absolutely matters. If your quarter-page ad falls against the fold of the
paper, your readership will be cut by half. Poor placement just cost you one half of your
customers. Buy a different shape ad that will guarantee you an outside placement.
What is the paper offering? Run of press [ROP] positioning means that the publisher is free to
place your ad anywhere in the normal pages of the paper.
With a preferred position, your ad goes in a specific section, or near the top of a page that has
reading matter on it. A near reading [NR] position is placement anywhere on a page near reading
matter. This is better, because people reading the paper spend more time on that page.
You want your ad to be on a page where people spend time reading. The longer they stay on the
page with your ad the better. You normally will pay a premium of 10% - 50% for good position,
but its probably worth it. Good positioning could double or triple your response rate.
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4. Use only serif typeface for copy. It boosts reading speed, and can increase comprehension by
up to 300% over other fonts.
5. Editorial style advertising increases readership by over 50%. With editorial style advertising,
the copy is laid out like a regular news story. The word "advertisement" always appears above
the copy. If you have a story to tell, think about using editorial style advertising.
6. Your newspaper advertising should be easy to look at and easy to read. Poor use of
capitalization, bolding, or italics will decrease reading comprehension by 50%. Bad sentence
structure will also reduce comprehension.
7. Dont use technical jargon. You will lose way too many readers.
8. Reversed copy gets attention in newspaper advertising, but it is hard to read. If you use it, keep
the copy very short, and the font very big.
9.Make sure your newspaper advertising looks different from your competitor's. Dont advertise
for them.
10. Vary sentence and paragraph length. Eight words per sentence will get the highest
readership.
11. A smaller ad should have a single focusone solution for one problem.
12. Busy layouts often work better than clean, balanced ads because they keep the reader
involved.
13. Use benefit captions under your photos in all of your newspaper advertising. These will get
read.
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The f i r s t ed i t ion appeared on November 3 , 1838 known as "The Bombay
Times and Journal of Commerce". In 1961 its name became The Times of India .The first
edition appeared on November 3,1838 known as "The Bombay Times and Journal of
http://timesofindia.indiatimes.com/http://timesofindia.indiatimes.com/ -
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Commerce". The issue is published twice a week. Dr. J.E. Brennan was first editor and he was
also Secretary of the Chamber of Commerce. Rs 30/- was the annual subscription rate.
1850 Company dec ided to inc rease sha reho lders and the sha re cap i ta l ,
so the paper conver ted in to da i ly .
There have been tremendous advances in recent years in the innovative use of communication to
address public health problems.1 Experiences gleaned from no smoking campaigns, seatbelt
safety crusades, dental hygiene programmes, and other health promotion efforts have shown that
social marketing programmes can lead to a broad based behaviour change.2 Mass media have
been extensively used in promoting such a behavioral change. Studies have documented that
newspapers are an important channel to communicate messages, especially in the urban
areas.3 India is not only the world's most populous country but also publishes the world's largest
number of newspapers and magazines.4
In spite of the great potential of mass media in communicating innovative ideas to the lay public,
it has not been used to good advantage in increasing community participation or self care in eye
care, especially so in developing countries like India. The present study reports on the impact of
an innovative strategy for testing distance vision, after a social marketing campaign in the
English and vernacular press in India, in May and June 2000, on how to test vision at home.
It was also observed that respondents with a higher educational attainment tended to pay more
attention to the contents of the DIY insertion. Earlier studies also document higher levels of
awareness in more literate groups.17 The print media should therefore be predominantly directed
towards higher socioeconomic strata and the more literate. Since no single strategy can satisfy all
the communication needs of the population, a mix of different information, education, and
communication (IEC) strategies is required.
The present study shows that for the urban literate populations with a higher level of motivation
to act, newspaper insertions can play a major part in changing health seeking behaviour. The
present study also shows the cascading effect of such an insertion. Even though only six
respondents reported an inability to see three Es clearly, 28 respondents wanted to seek an
ophthalmologist's advice. This reflects an increased awareness among the population, regarding
the importance of vision, after reading the insertion. Because printed media can be read, clipped
out, copied, and passed on,18 it has a greater longevity than modalities like posters, banners,
radio shows, and television spots. Therefore, increased use of motivational methods, to goad
http://bjo.bmj.com/content/85/8/952.full#ref-1http://bjo.bmj.com/content/85/8/952.full#ref-2http://bjo.bmj.com/content/85/8/952.full#ref-3http://bjo.bmj.com/content/85/8/952.full#ref-4http://bjo.bmj.com/content/85/8/952.full#ref-17http://bjo.bmj.com/content/85/8/952.full#ref-18http://bjo.bmj.com/content/85/8/952.full#ref-18http://bjo.bmj.com/content/85/8/952.full#ref-17http://bjo.bmj.com/content/85/8/952.full#ref-4http://bjo.bmj.com/content/85/8/952.full#ref-3http://bjo.bmj.com/content/85/8/952.full#ref-2http://bjo.bmj.com/content/85/8/952.full#ref-1 -
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populations to screen their own and their family's vision, is an exciting prospect that eye care
providers should consider in the urban milieu of developing countries. This medium coupled
with television can reach a significant proportion of the Indian population, if harnessed
effectively in the near future.
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Bibliography
www.google .co. In www.yahoo.com www.wikipedia.org Chris Moore of Ogilvy & Mather Philip kotler Advertising Management: Rajeev Batra, John G. Myers & David A. Aaker: Prentice Hall
India.
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