1. Encourages Extravagance Purchases and harmful products
1.1. cannot convey detailed message, low retention value,harmful to natural landscape
1.1.1. Quick attention attraction, long life, wide appeal, selective geographical coverage, economical
2. Limited coverage, not suitable for unbranded products, ailing list becomes outdated, not for illiterate audience
3. Advantages
3.1. Manufacturers
3.1.1. Demand creation for new products
3.1.2. Increase sales by attracting customers and expanding markets
3.1.3. Create Goodwill
3.1.4. Smoothening seasonal fluctuations
3.1.5. Direct link with end consumer
3.1.6. Competing in the marketplace
3.2. Consumers
3.2.1. Information on where and When products are available
3.2.2. Know Quality and Price of competing products
3.2.3. Educational Value
3.2.4. Direct link with manufacturer
3.2.5. Reduces cheating and increases choice
3.3. Soceity
3.3.1. Creates employment
3.3.2. Raise standard of living
3.3.3. Sustains the press
3.3.4. Improve social customs and attitudes
3.3.5. Promotes healthy competition
4. Advertising Media
4.1. Newspaper
4.1.1. Wide circulation, low cost per reader, can be repeated daily, flexibility, regional language reach
4.1.2. Short life, limited audience attention, limited art and color application, not for illiterate audience
4.2. Radio
4.2.1. Wide coverage, Also for illiterate audience, repeated several times daily, enhanced impact with voice and tone, user attention while travelling
4.3. Wide coverage, Also for illiterate audience, repeated several times daily, more effective with Picture and sound impact, Can focus on selected regions
4.3.1. Wide coverage, Also for illiterate audience, repeated several times daily, more effective with Picture and sound impact
4.4. Television
4.4.1. Costlier, short life, lack of flexibility and selection
4.5. Films
4.5.1. Very Expensive, Very few people in the cinema hall, lack of flexibility on timings
4.5.2. Costlier, short life, message as per TV regulations
4.6. Direct Mail
4.6.1. Most Selective Medium, inexpensive, personal appeal, secrecy is maintained, longer life
4.7. Outdoor Advertising
5. Disdvantages
5.1. Higher prices as Cost is passed on
5.2. Creation of Monopoly for big firms
5.3. Wastage of Resources - No utility addition to product
5.4. Deceptive and Untruthful - Mislead consumers
5.5. Vulgarity in Advertisements especially demeaning women
6. Objectives
6.1. Introduce new products
6.2. Sustain demand for existing products
6.3. Build a brand preference and Brand loyalty vs competition
6.4. Eliminate Middlemen by establishing direct rapport with end customers
6.5. Educate Consumers on proper use of products
6.6. Support Dealers by providing details of them
6.7. Build Goodwill and Reputation of business
7. Features
7.1. Non-Personal No Face-2-Face
7.2. Mass Communication
7.2.1. Identified Sponsor
7.3. Paid Ciommunication
7.4. Inform Customer and persuade to Buy
8. Types
8.1. Institutional Advertising
8.2. Product Advertisement
8.2.1. Direct Action Advertising
8.2.2. Indirect Action advertising
8.3. Informative Advertising
8.4. Persuasive Advertising
8.5. Reminder Advertising
8.6. Concept Advertising
9. Good Advertising Contents
9.1. Attention Value - Need to Attract Attention
9.1.1. Catchy short headlines
9.1.2. Pictures or drawigs
9.1.3. Putting Questions
9.1.4. Quoting low prices
9.1.5. containing discount coupons
9.1.6. Artistic rendering
9.2. Memorizing Value - Leave Lasting impression
9.3. Suggestive Value - Advantages and usage with highlighting Superiority
9.4. Educational Value - Knowledge on usage, precautions, availability to change habits and attitudes
9.5. Sentimental Value - Non offensive but tugging at emotions
9.6. Conviction Value - With simple and honest statement of facts
9.7. Instinctive Appeal to basic Human instincts
9.7.1. Self preservation for self family and belongings
9.7.2. Hoarding instinct to accumulate useful things
9.7.3. Self-Display - Distinct in their personality
9.7.4. Parental Instinct - Love and affection for children
9.7.5. Something for nothing instinct - Maximum value for money