INSTITUTE OF MANAGEMENT STUDIES HUBLI

SYNOPSIS FOR TOPIC

“Press, Radio and Television Most

Effective Mode of Advertising”

SUBMITTED TO:
PROF.

SUBMITTED By:
Suresh MBA

SUBMITTED ON
 Contants
• Introduction
• Importance of advertising
• Press
• Advantages
• Disadvantages
• Radio
• Radio Advertisements – Advantages
• Television
• Network Advertising
• Top ten categories advertising on TV in
2006
• Conclusion

Introduction
• An Advertising is paid form of non – personal
communication advertising promote ideas goods
and services of an identify the sponsor.

Importance of advertising

1) Advertising the paid form of communication:-

It is paid, because advertising has purchased
space and time limitation.

2) It is a non-personal in a nature because it not

directed towards an individual that is now face to
face presentation

3) Purpose of advertising:-
To promote ideas about product and services.

4) Advertising is done to create interest in goods

and services.

5) Advertising is issued by identify sponsor

advertising is done by the services.

Press
• Any peace of communication is black &
white or any colors with pictures on the
papers.
• In written communication latter, reports,

press religious advertisement, manuals

posters and banners.
• Press reports include magazine, broacher,
new paper, packaging or any print media
etc.
• The message cans also the printed T-shirts,

pen, balloon, caps, bags etc.

• The product literature sales broacher is

designed to assist the sales work force.

• These are called collateral materials.

Advantages
• Selectivity: one of the main advantages of
Maxine selectivity and published for a special
group.

• Popup ads: three dimensional adds that standup

when the Maxine is opened to the page on which
they appear.

• Reproduction quality: Reproduction qualities

of most Maxine are for superior to any news
paper. Printing quality is excellent in Maxine.

• Business replay cards: post card size cards that

are slipped between pages enable the customer to
connect and measure to what extent a generated
respose.

Disadvantages
• Cost: Magazines are very expensive and there
fore offered ability is a problem. In Maxine like
India today which as mass circulation the cost of
add is very expensive.

• Frequency problem: Since most Maxine are

monthly or weekly the opportunity for building
frequency through the same publication is
limited.

• Long lead time: It requires longer time to place

the ad. Major publications have 30 to 90 days
lead time which means that space must be
purchased and the ad must be prepared well in
advance of the actual publication data.

• Circulation: Exact circulation data collection is

difficult. There are two types are subscribers.

Radio
• Internationally FM Radio broad costing is the
mode of radio transmission due its high quality
studio phonics sound.
In March 2000 the govt invited
private sector into Radio broad costing by opening
broadcasting by opening the frequencies in the fm
brand (87.5) to 108 mega Z.
The original plan was to setup 108 radio
frequencies across 40 cities.
Radio can be personal experience the effectiveness
of radio as an advertising medium comes from
program burned catering to audience interest. It is a
process by which members of target audience are
exposed to the sound of popular brand
advertisement i.e. radio can support and remand
listeners of the message.

Radio advertisements –advantages

 Cost effective medium:
Radio offers reach, frequency impact and
economical advertising solution for advertisers.
Radio advertising role are low on cost per thousand
basis as compared to other media.

Complementary medium:
Radio forms an excellent media complementing
television and print at can extend the reach of the
campaign focus the delivery and enhance or
reinforce the message.

Low content cost:

Unlike television radio does not requires any
commissioned original contents. Most of the content
on radio is live the biggest contents music requires a
royalty, which is payable to the relevant societies viz.

Prime time differs from television:

The prime time for radio listener ship lifers from
prime television viewing. Radio listener ship peaks
in the morning afternoon and late night time slats
while television viewer ship its peak during the
night slat.

Television
 • It has a video and audio impact which remains in
the memory.
• It is use to draw the attention some the son of the
audio are so popular that they motivate the
commercial.

Top Ten advertiser’s infotainment channels

Nokia, Coca cola, Pepsi, Tata motors, Parle,
Lenovo, Motorola.

Top Ten Categories Advertising on TV in 2006

The ten toppers of Jan to March 2006.
35% of the total spends on television by the
ten categories.

Rank Top categories in 2006 % share

1 Toilet soap 6%
2 Tooth pasts 4%
3 Shampoo 4%
4 Two wheelers 4%
5 Washing power / Liquids 3%
6 Cellular phone service 3%
7 Life Insurance 3%
8 Cars / Jeeps 3%
9 Corporate / Brand image 2%
10 Biscuits and 2%

Conclusion
• Television, radio and press are the most popular
among the broadcast media. These have proved
themselves to be excellent media if advertisers
want reach the consumers these are reaching a
larger audience can deliver messages with highly
dramatic effect.
 BIBLIOGRAPHIC
AUTHORS NAME: S N MURTHY
BOOK NAME: ADVERTISING
PUBLICHED BY: ANURAGH JAIN

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