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Introduction To Advertising
Advertising MeansAdvertising involves the process wherein a message is designed
so as to promote a product, a thought, an idea or even a service. Advertising is
a very wide concept which is perceived differently by different schools of thou
ght and thus has many definitions to it. Some of the definitions to advertising
are  A simpler one would be that it is a public promotion of a product or a servi
ce  Advertising is a form of communication intended to persuade an audience (view
ers, readers or listeners) to take some action.  From the above we can infer that
Advertising is promotion, of a product or service. It is done by companies to m
aximize sales. Companies pay a premium for doing this promotion. Advertising cou
ld be done through billboards, movies, clothes, etc.
Scope Of Advertising The Indian advertising industry is up coming and has a lot
of promise. However there is a lot of competition and so only the hard working a
nd efficient companies will survive. What matters most in this sector is knowled
ge and experience of the work and the industry. The better the research and anal
ysis done by the agency the better their chances of success. This sector offers
a lot of promise in India due the following characteristics India's IT services
are a boon as they can be used to develop better communication packages for clie
nts all over. Much better and advanced print, TV and web media. A lot of the Ind
ian agencies have global connections, thus increasing the pool of resources and
ideas. We also have good pool of human resource to provide the necessary solutio
ns. The vast population base in India is always an advantage.
Mediums Of advertising Print ² Newspapers, Magazines, Brochures, Pamphlets  The pri
nt media is one of the most popular advertising mediums.  Advertising via newspap
ers and magazines is a traditional and common way of Advertising products. Along
with Ad's, the print media also offers options like promotional brochures and f
liers for advertising purposes.  Newspapers and magazines sell the advertising sp
ace according to the area occupied by the advertisement, the position of the adv
ertisement as well as the readership of the publications Outdoor ² Billboards, Kio
sks, Buses Outdoor advertising is another popular form of advertising, which use
s several tools and techniques to attract the customers outdoors. The most commo
n examples of outdoor advertising are hoardings, buses, etc. But with amount of
buses and hoardings, the ad has to be really catchy to attract people towards it
.
 
Broadcast advertising ² Television, Radio  Broadcast advertising is advertising for
the masses, there is no particular effective way to measure its reach accuratel
y.  It constitutes of several branches like television, radio or the Internet. Te
levision Add is a more expensive medium of advertisement and the cost of depends
on the duration of the advertisement, the time of broadcast, and of course the
popularity of the television channel.  The radio might have lost some of its glor
y owing to the new age media however the radio remains to be the choice of small
-scale advertisers.
Online Advertising- Websites, Social networks  Online advertising has been increa
sing in popularity each year since its inception.  The latest development in adve
rtising online is the use of social media by companies to connect better with th
eir customer or fan base. It can be customized through several filters and targe
ted towards a specific audience that the advertiser wants to cater to.  The optio
ns available are Google ads, ads on specific websites, social media. Advertising
in Movies, TV shows Also known as Covert advertising, it is a unique kind of ad
vertising in which a product or a particular brand is incorporated in some enter
tainment and media channels like movies, television shows or even sports. There
is no commercial as such but the positioning is done for commercial purposes.


The good, bad and ugly side of Advertising
Advertising has a lot of benefits to companies, like it helps them  promote the c
ompanies' products and services .It helps  increasing sales,  creating a brand ima
ge for the product and company,  makes people about the changes made in the curre
nt product and a lot more . But Advertising also has a flip side to it where it
may not really be as beneficial, a few such cases are  Over dose or excess of adv
ertising may harm the brand image by way of annoying the viewers.  There are also
some circumstances where young children are affected by false claims made by co
mpanies through advertisement  Also, advertising for alcohol, cigarettes, etc har
ms the society  Some companies also exaggerate the effects their product can have
 Some advertisements are not meant for all kinds of viewers and so if they are n
ot targeted rightly, it may not be as effective.  Increases overall budget of com
pany, with it the cost of the article and hence the end consumer ends up paying
a higher price.
Careers The career prospects in the advertising are very lucrative and rewarding
, but it is considered to be a very stressful job since a lot creative thinking
is required and new methods and ways to advertise have to be developed to catch
the eye of the consumer. There are several opportunities in ad agencies as well
as for the back end requirements. In Ad agencies one can be Client servicingHere
Executives represent their ad agency to their clients. They learn about the com
pany, talk about their agency, look into the needs and problems of the client an
d try to provide the necessary solutions. They take the matter ahead with their
creative team and put the ideas into action .Creative/copywriterThis includes al
l the ideation that goes on in the making of an Ad, from the visuals to the slog
ans, all of that is done by this department. If any changes to be made with the
product then this department does it and passes it on to the media executives.
 Media executivesThey are the personnel who are involved with putting the finishe
d product (the Ad) in the market through the best suited channels of communicati
on. Account PlanningHere the overall planning of the whole idea including aspect
s like budget, requirements, co ordination is done. The whole agenda for how to
go about the process is made ArtThis includes all the implementation of the crea
tive ideas into visuals. If it's a commercial then the video I made using actors
or animation. Market researchA lot of research is required to be done to unders
tand the consumers psyche and so to understand that an extensive research needs
to be done. For that purpose, market researchers and analysts are also required
in the process.
Top Institutes
1)
2) 3) 4) 5) 6) 7) Mudra institute of communication, Ahmedabad. Indian institute
of media and communication, Delhi Manorama school of communication, Kottaya Xavi
er's Institue of communication, Mumbai Symbiosis Institute of Media and communic
ation, PuneInternational School of Business Media, Pune A.J Kidwai Mass communic
ation research centre , Delhi NMIMS, Mumbai
Even after receiving formal education for advertising, the learning doesn't end
there, in fact it starts there and their next institution is the agency they wor
k for. Working for the right agency is important to get the right exposure and e
xperience. Some of the top Advertising
Agencies in India include Ogilvy and Mather (O & M) J. Walter Thompson
Mudra communication FCB Ulka Advertising Ltd Rediffusion Y and R McCann Erickson
India Ltd Grey Worldwide (I) Pvt. Ltd Contract Advertising India Pvt. Ltd Leo B
urnett India Pvt. Ltd OOH media
Advertising through Social Media The major emerging trends are Keeping track- Com
panies advertising online will be able to track their reach and impact by way of
several new analytical techniques and also get quick responses without having t
o do extensive surveys. Publishers will demand premiums since a lot of companies
want to advertise online and there aren't a lot of publishers to cater to their
needs. Advertisers will save a lot of resources by reducing wastage with the ad
vent of new and advanced measurement techniques( analytics) Privacy evasion will
be reduced as targeting solution will evolve. Mobile technology is already goin
g through major changes with 3G coming in and also more active mobile internet u
sers. Mobile shopping, mobile surfing, mobile socializing, mobile news updates a
re a few of the many possibilities for growth. Advertising in movies has become
more prominent now
   

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