PAPER 2 PRACTICE OF ADVERTISING LESSON 1 Newspaper, Magazine LESSON 2 Radio, Doordarshan LESSON 3 Film and Miscellaneous Media LESSON 4 Poster, Banner, Hoarding, Wall Writing, and Transit Media LESSON 5 Characteristics of Media LESSON 6 Internet Advertising LESSON 7 Layout and Design LESSON 8 Creativity in Advertising LESSON 9 Layout and Designing of Advertisement for Journal and Magazine LESSON 10 Cartoon and Graphics LESSON 11 Advertising Campaign LESSON 12 Media Planning Course Code : 02 Author: Prof Pradeep Mathur Lesson-1 NEWSPAPER, MAGAZINE STRUCTURE:- 1.1 Objective 1.2 Introduction 1.3 Advertising Definition Background and History 1.4 Newspaper Printed media Growth and variety Advantages of newspaper Disadvantages of newspapers Future of newspapers 1.5 Magazine Magazine as an advertising medium Types of magazine Cost of production of magazine Advantages of magazine Disadvantages of magazines Future of magazines 1.6 Summary 1.7 Keywords 1.8 Questions for practice 1.9 Suggested readings 1.1 Objectives The aim of this lesson is to project newspaper and magazine as advertising medium. In print medium they are most commonly. After going through this lesson you will be able to: Describe and understand the print media scence in the country. Identify the potent tools for advertising in print media. Understand the role of these media in social developments. Compare both of them and know which one to use and when. Indicate the future prospects of the print media. 1.2 Introduction Advertising media consists of any means by which sales can be conveyed to potential buyers. The choices of media is immense in the developed countries but somewhat limited in the developing countries. As an advertising medium, anything can and has been used like tickets, matchbox, street utter bins, taxicabs, parking meters, shopping advertising media should have the sense of selection. Those who exploit anything to do with advertising media should have the sense of selection. Often it is seen that more money is spent to get less benefit, so skillful advertiser should always choose the right medium. That is why media buying is a skilled business the objective being to get the most effective advertising at the lowest cost. In print media we have newspaper and magazine as potent weapons for advertising. Through these medium people can reach wide audiences anywhere in the world. The language can differ but the message will be the same. Apart from this there are cartoons and pictures that have universal appeal. Definition: This era is the deassification of the media. People are not attracted and pursued by the media-print or electronic. When it comes to our country then we should know that the buying capacity of individuals is quite low. There are other reasons too, which we would discuss later. Before going ahead there is a need to know the meaning of advertising. Advertising is a paid mass media attempt to persuade. This definition shows three things. First, advertisings, is paid communication by a company or organisation that wants its information to be disseminated. Second, advertising is mass mediated. This means that it is delivered through a communication medium designed to reach more than one person but to the masses. The familier means newspaper, magazines, television, radio and other media such as direct mail, billboard, banners and transit media and Internet. These are the modern media. Advertisers are not using only this but also the traditional media like folk dance, songs, drama, pupetry, and many more. The target is to reach the maximum number of people. Third, all advertising includes an attempt to persuade. Advertiser disseminates information only to pursuade the audience or buyers. We can also define advertising as the process by which a product or service is introduced with the purpose of persuading the people of a locality to utilize that product or service. One can define advertising as the process of introcuing to the public an idea, product or Service through a paid announcement from a non individual and identifiable source to encourage the public to make use of what is introduced. There are four major components in this definition. 1.Payment2.Non individual 3.Identifiable sources. 4.Ideas. Advertisements are paid announcements. The advertisers has to pay media in some cases, even the advertising agencies for special Services. In consists, publicity is free. It can be obtained through public relations. It is also free when the media take in interest ideas and services. The public must be able to identify the advertisers. Otherwise, the advertisement may suffer from a lack of source creadibility. Advertising is persuasion of the lowing definition can be thought of. Target audience through controlled, identifiable and mass medicated message. If advertising has grown in themodern world into a powerful economic and socio cultural activity. It is only because of the big growth of the mass media. At this point, we can say that for a communication to be classified as advertising, three essential criteria must be met. 1. The communicated must be paid for 2. The communications must be delievered to an audience via mass media. 3. The communication must attempt presuasion. Background and History As we know that Indian Society is not unilateral, rather it is multilateral. There are multilateral professions and activities. One thing is perceived here in a number of ways and a meaning is difficult at times. Thus we could not say that one object will present only one meaning. And it is also with advertising. It is business, an art, an institution, and a cultural phonemenon. As Jurgen Schrremp, the CEO of auto major Daimler Chrysler, advertising is an essential making tool that helps create brand awareness and loyality and stimulates. At the same time we cannot dismiss oral advertising as old fashioned. Even in the most sophisticated cirites of the world, goods are sold on payment and street corners, at least in a limited way using oral advertising. After all, is there not an urge in most of us to communicate to world that we exist? Is this not expressed or visible in the manner we dress, decorate our homes and ourselves? And do we not see others when we want to buy or sell something. In the olden days, there was a quiet exhibition of non verbal symbols, which announced what a particular place was offered. For example, the picture of a cow painted on the wall of a shop Indicated that milk was available there for sale. In ancient Rome, Some pictures and symbols were painted or drawn on the front walls in the house, in inches, which were called albums. Dr. Johnson mentioned, The trade of advertising is now so near to Perfection that it is not easy to propose any improvement. But as every art ought to be exercised in true subordination to the good. I cannot but propose to these masters of the public ear whether they do not sometimes play too wantonly with our passions. Normally, the individual advertisers directly pays the medium that publishers the insert. But a company channels the advertisement through an organisation, which specializes in the creation of advertising services for several clients. Such an organisation is called an information about the product or service is mailed to prospective customers. Except for postage, there is no payment to any medium in such situations. Therefore advertising television. Direct mail can be a medium. However, most modern advertising radio or through the print electronic media, which we will refer to as the big media. There arc, on the other hand, small media such as direct mail, posters wayside hoardings, placards small buildings. In fact, in recent years, the last mentioned medium has become a major advertising spot for the new beverages that are being introduced in a big way in rural and urban areas. 1.4 Newspapers Printed Word in Media: The Chinese first made paper in the second century A.D. They also discovered that art of printing. In 1868, A.D. Wang Chick published a book printed from blocks. The first known use of moveable types was by another Chinese, Pi Chang, in 1045 A.D. The newspaper took a proper shape in Europe in 18th Century. In Europe, a German, John Gutenberg, built one of the earliest movable cost metal type printing machines in Mainz in the middle of the 15th century. William Carmon of Kent set up the first printing press in England in 1476, but it was nearly two centuries before the country had a genuine newspaper. James Augustus Hick Published the First English newspaper Gazette in India in Calcutta. His Bengal Gazette alias Calcutta General Advertiser came out on January 29, 1780. This started the story of Indian Press and then papers like India Gazettee came. In early years of 19th Century Calcutta saw James Silk Buckingham and he could be rightly described as the inspiration behind the growth of Indian Journalisms. Madras and Bombay saw the emergence of papers like Madras Courier and Bombay Herald. The first language book was the grammer of the Bengali language. Although the first Bengali language newspaper appeared in 1816 for a short while, the regular Indian owned language newspaper was started in 1822. Raja Ram Mohan Roy started Sambad Kamudi, Miratul- Akbar in Persian and Brahminical Magazine to counteract the missionarie’s propaganda. He was also associated with journals like the Reformer. The Inquirer and Gyan Auneshun. For his efforts towards the society and the Indian press, he is rightly known as the father of Indian Language journalisms. Print Media-Growth and Variety The growth of education, industrialization and commerce after indepdence and the all round development thereafter, has contributed to the immense growth of print media in recent years.