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PICTURE
STARTAKHIL GOELDEEPALIAPARNA
SAURABHAFZAALVARUN
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INTRODUCTION
• Advertising is the paid form of non-personal communication carried through an advertising agency by an organization and usually persuasive in nature
• Form of mass communication with the public
• Attempts to persuade the potential customers to purchase or consume more of a particular brand of product/services
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EVOLUTION OF ADVERTISING
• Indian Advertising starts with the hawkers calling out their wares right from the days when cities and markets first began
• Shop front signages
• From street side sellers to press ads
• 18th Century:- PRINTING MEDIA
• 1936- Indian Broadcasting Company becomes All India Radio (AIR)
• 1978 -First television commercial
• 1990- Beginning of new medium Internet
• Present age-Current trends
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PRINT MEDIA ADVERTISEMENTS
• Ads appear for the first time in print in Hickey's Bengal Gazette. India's first newspaper(weekly).
• Marketing promotions: Retailers catalogues provided early eg.
• EG:- magazines , news papers, banners,brochures,pamphlets
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LIMITATIONS AND BARRIERS OF COMMUNICATION
LIMITATIONS:• Appeal is not that strong• Ambiguity in communicated idea• Illiteracy in India
BARRIERS:• Multiplicity in meaning• Lack of innovation• Lesser impact due to short life• Messages compete with one another confusing
costumers
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CONSUMERISM
• A social and economic order that is based on the systematic creation and fostering of a desire to purchase goods or services in ever greater amounts
• Promoted through advertising.• Driven by huge amount spent on advertising
designed to create a desire to follow trends, and the personal self-reward system.
• Practice of an increasing consumption of goods.
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EFFECT ON CONSUMERISM
• Consumers know about the discounts and offers as well as retail outlets provoking them to buy.
• Ad even pitching on latest issues eg amul
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RADIO ADVERTISEMENTS
• 1936- Indian Broadcasting Company becomes All India Radio (AIR)
• A medium of advertisement since early 90’s
• For eg. We often get to hear the advertisements related to real estate etc
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LIMITATIONS AND BARRIERS OF COMMUNICATION
Limitations
• Radio has the limitation of being restricted to sound
• The products requiring the demonstrative effect or which have visual appeal cannot be advertised on radio for eg. Television
Barriers of communication
• Non verbal communication not possible
• Receivers not able to connect with the sender
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EFFECT ON CONSUMERISM
• Radio does not have an impact on consumerism
• Earlier when it was an only mean people relied on it
• Effects consumerism only up to certain geographical limit
• Good for illiterate people
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TELEVISION ADVERTISEMENTS
• 1978 -First TV commercial seen.• A powerful medium • Not to be actively involved to receive
message.• Engage the viewer's emotions
and empathy• Create an image in customers
mind.
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LIMITATIONS AND BARRIERS OF COMMUNICATION
• Message have short life and time shifting.
• Cant be kept for reference
• Less penetration in rural areas.
• Multiplicity of meaning --------• Messages get "zipped"
and "zapped"
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EFFECT ON CONSUMERISM
• Tv programming evolved hand-in-hand with consumerism
• It has created a universe of "hyper-reality,”the reality of tv seems to be more to viewers than real reality
• the cultural preferences, encouraged by tv, exert an influence, so that there is a relationship between tv and society
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INTERNET ADVERTISEMENTS
• 1990-Marks the beginning of new medium Internet
• E-mail and online advertising
• Target specific types of viewers by positioning a banner ad on related Web sites
• Timely messages because editing the content is easy and instantaneous
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LIMITATIONS AND BARRIERS OF COMMUNICATION
• Difficult to gage the impact of advertising on the Internet
• Not a prestigious communication advertising medium ("junk mail")
• Credibility in question due to abuse of medium
Eg: apprehension regarding ebay and amazon.com
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EFFECT ON CONSUMERISM
• Avails customization of products
• Provides benefits of home shopping.eg. Amazon ,home shopee , amway
• Ads inform about latest offers.eg. Tour and travels
• Ad provide direct link with the service provider.eg railway and airline
• Positive effect on consumerism
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CURRENT TRENDS
• Interactive advertising
• Transit ----- advertising
• Niche marketing
• Mobile advertising
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EFFECT ON CONSUMERISM
• Ease to customers regarding information
• Encourage to buy
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CONCLUSION
• Advertising used as communication medium b/w organisation and consumers
• Strong impact on buying behaviour
• Budding sector with lot of potential