CHAPTER NO.

1 INTRODUCTION

1.1 HISTORY OF TRADITIONAL ADVERTISING

PRE-MODERN HISTORY

Egyptians used papyrus to form income messages and wall posters. Commercial messages and
political campaign shows are found within the ruins of Pompeii and Arabia. Lost and determined
advertising on papyrus became commonplace in Ancient Greece and Ancient Rome. Wall or rock
painting for commercial broadcast is another explanation of a significant advertising form, which
may be an offering to current in various parts of Asia, Africa, and South America. The way of life of
wall portray could also be traced lower back to Indian rock artwork that dates lower back to 4000
BCE.

In historic China, the earliest advertising and marketing known was oral, as recorded
inside the Classic of Poetry (11th to 7th centuries BCE) of bamboo flutes performed  to
market sweet. Advertisement generally takes within the shape of calligraphic signboards and
inked papers. A copper printing plate dated lower back to the  Sung wont to print posters
inside the shape of an oblong sheet of paper with a rabbit emblem with "Jinan Liu's Fine Needle
Shop" and "We buy high pleasant metallic rods and make best exceptional needles, to be
equipped to be used reception in no time" written above and under is taken into account the
arena's earliest identified revealed advertising medium

In Europe, because the towns and cities of the center Ages began to grow, and therefore the
general populace become unable to look at, in preference to signs that read "cobbler", "miller",
"tailor", or "blacksmith" might use an image related to their exchange which incorporates a
boot, and in shape, a hat, a clock, a diamond, a horseshoe, a candle or maybe a bag of flour.
Fruits and vegetables had been sold-out among the metropolis sq. from the backs of carts and
carriage and their owner used street callers (town criers) to disclose their site”. for the
advantage of the clients. the primary compilation of such commercials was gathered in Les
Crieries de Paris (Street cries of Paris), a thirteenth-century poem via Guillaume de la
Villeneuve.

Three most vital sorts of advertisement existed within the course of the pre-printing

length (before the 15th-century); that bureaucracy had been emblems (moon, stars then on.),
town criers and signboards:

1. TRADEMARKS:

The practice of attaching seals or marks to products changed into large in antiquity. Around
4,000 years ago, producers started through attaching easy stone seals to merchandise which, over
time, were transformed into clay seals bearing inspired pictures, often associated with the producer's
non-public identification. Some of the earliest use of maker's marks, dating to about 1,300 hundred
BCE, had been located in India. By the medieval length, hallmarks have been carried out to
excessive price items including treasured metals, and assayers have been appointed by way of
governments to administer the gadget and make a certain product exceptional.
2. TOWN CRIERS

In ancient towns and towns, wherein the general public of citizens has been illiterate, town-
criers were appointed to call out reputable announcements and general news. Before long, private
individuals began to appoint public criers to act as an auctioneer. At the identical time, itinerant
hawkers advanced a device of road cries to sell their items and offerings. These street cries supplied
a critical public service earlier than the appearance of mass media.

3. SIGN BOARDS

The use of commercial signage has a historical record. Retail signage and promotional signs
seem to have evolved independently within the East and the West. In antiquity, the ancient
Egyptians, Romans, and Greeks have been recognized to use signage for storefronts as well as to
announce public occasions such as market days. China also exhibited a wealthy history of early retail
signage systems. In Medieval Britain and France and much of Europe, innkeepers had been
compelled to erect a sign-board. The practice of the use of symptoms spread to different types of
industrial institutions at some point in the Middle Ages. Sign-forums implemented to hotels and
taverns have survived into cutting-edge instances throughout Britain and plenty of Europe.

16TH TO 18TH CENTURIES

Modern advertising and marketing began to take shape with the appearance of newspapers and
magazines within the sixteenth and seventeenth centuries. The first actual weekly gazettes regarded
in Venice inside the early sixteenth-century. From there, the concept of a weekly booklet spread to
Italy, Germany, and Holland. In Britain, the primary weeklies appeared inside the 1620s, and its first
day by day newspaper became The Daily Courant published from 1702 to 1735. Almost from the
outset, newspapers carried advertising and marketing to defray the fee of printing and distribution.
The earliest commercial commercials had been for books and quack drug treatments, but by using
the 1650s, the kind of products being marketed had multiplied markedly.

Advances in printing allowed shops and manufacturers to print handbills and alternate cards.
For instance, Jonathon Holder, a London haberdasher within the 1670s, gave each purchaser a
printed list of his stock with the costs affixed. At the time, Holder's innovation turned into seen as a
"risky practice" and an unnecessary fee for stores. The earliest change playing cards have been no
longer playing cards in any respect, as a substitute, they have been published on paper and did not
encompass illustrations. By the 18th century, but, they have been imprinted on the extra sizeable card
and usually bore the tradesmen's name and deal with, and before avenue numbering was in
commonplace use, often covered a protracted-winded set of guidelines on how to find the store or
premises. With the arrival of business engraving and lithography, illustrations became a standard
characteristic of even the maximum humble alternate card. Eventually, alternate playing cards
developed into commercial enterprise cards, which are nonetheless in use today.

19TH CENTURY

In June 1836, Émile de Girardin editor of the Paris newspaper La Presse turned into the
primary to depend on paid advertising to decrease its charge, expand its readership and grow its
profitability. His method became quickly copied by using all titles.

Early print classified ads have been used mainly to promote books and newspapers, which
became increasingly more inexpensive with advances within the printing press; and drugs, which
were increasingly more widespread as present-day people rejected traditional therapies. However,
false advertising and "Quackery" have become not unusual. British newspapers inside the 1850s and
1860s appealed to the increasing number of prosperous center-magnificence that sought out a
selection of recent merchandise. The classified ads announced new health remedies as well as fresh
meals and beverages. The cutting-edge London models were featured inside the regional press. The
availability of repeated marketing permitted producers to expand nationally regarded logo names that
had a miles more potent attraction than generic products.

A leadership function in British advertising turned into held with the aid of Cope Bros & Co
tobacco business enterprise, founded in Liverpool in 1848 with the aid of Thomas and George Cope.
Smoking, of the route, has been commonplace for centuries, but the innovations consisted of logo
names, heavy advertising, and marketplace segmentation according to elegance. A revolutionary
attraction becomes to health awareness; the commercials directed at the middle-elegance men
promised that "smoke no longer only assessments sickness but preserves the lungs." A rugged heavy
flavor becomes pitched to operating men, squaddies and sailors, while "delicately aromatic" was a
part of the attraction to the top-class. The packaging changed into attractive, posters had been
omnipresent to reveal that smoking turned into an ordinary a part of English lifestyles; lobbying was
used to undercut the anti-tobacco foyer.

HISTORY OF ADVERTISING IN INDIA

FROM 17TH CENTURY TO PRESENT TIME

David Mackenzie Ogilvy 23 June 1911 – 21 July 1999) become a British marketing tycoon,
founder of Ogilvy & Mather, and known as the "Father of Advertising". Trained at the Gallup
research business enterprise, he attributed the achievement of his campaigns to meticulous studies
into purchaser behavior. Advertising is understood to have existed in a single form or the alternative
ever since items were to be had for popular intake and the idea dates back to as many as 3000 years
earlier than Christ.

(1) Most of the marketing changed into oral. Street criers and “barkers” strode via historic streets,
making public bulletins about their goods! Ancient Rome, Athens. London and the early American
colonies noticed criers promoting goods as varied as beauty treatments, fish and dairy products.

(2) Signs on store doors had been another manner of representing items. They were a symbol of
every vendor’s wares and have been advanced for the ones unable to study. For instance, a goat on a
sign in Rome intended a dairy, a mule driving a mill supposed a bakery keep, and a spinning wheel
intended a weaver. A gadget of brand and trademark differentiation as it exists nowadays had its
roots in this period.

(3) Advertising becomes released via the ancient Babylonians, who had a reputation for being
materialistic. Some of them even prepared “institutional” marketing campaigns for their kings. They
stenciled the bricks used to construct temples, with letters pronouncing the name of the temple and
the king who built it.

(4) However, advertising in its written shape commenced with the Romans, when they began
spreading literacy around the sector. It commenced with public announcements on city partitions.

The Dark Ages, which observed the defeat of the Roman empire inside the fifth century,
changed into a short duration of gloom for advertising and trade in popular. By the stop of the
fifteenth century, advertising regained its glory. Sign making became art and beautiful graphics were
being created.

1. 17TH AND 18TH CENTURY

The first newspaper in India turned into introduced by an Englishman James Augustus Hickey in
1780 who became stationed at Calcutta. The paper became introduced out on Saturdays and was first
called the Calcutta General Advertiser or Hickey’s Bengal Gazette.

Publishing a newspaper is a pricey business as Hickey realized to his cost. He turned into dropping
money quicker than the newspapers came out of the printing press. To make ends meet, Hickey
determined to tackle advertisements or commercials.

The earliest ads consisted of simple messages ‘categorized’ into different categories for easy
reference with a mailing address from where they might be ordered. These became the forerunner of
these days' labeled commercials in newspapers. For example, today’s newspaper carries sale of
autos, digital items, domestic offerings, pets, and many others underneath these headings.

Hickey’s paper was the first to hold such commercials however those had been more often than not
from ‘patent’ medication producers. The idea of chemists or druggist stores as we recognize
nowadays came plenty later. Most drugs than had been grandma’s recipes, or were concoctions made
by way of so-referred to as ‘doctors’ and had been for that reason sold (patented) under their names.
In the early 17th century, a critical new medium of advertising and marketing, the newspaper, turned
into invented in England. This noticed the start of newspaper advertising on a massive scale. The
advertising industry in popular continued to flourish.

Newspaper advertising in America first seemed at the start of the eighteenth century. Around
this time, Benjamin Franklin, regularly considered to be the father of American marketing, started
publishing the “Pennsylvania Gazette”. Soon this became the most important circulating paper in
America, with the most important advertising extent of any paper. It contained an advertisement for
products such as books, wine, tea, chocolate, and other commodities.

Benjamin Franklin is likewise credited for making vital improvements in newspaper

advertising. He became a copywriter, marketing supervisor, salesman, publisher and editor, all rolled
into one.

By the quit of the eighteenth century, there have been over one hundred nearby newspapers in
the United States.

2. 19th CENTURY AND THE INDUSTRIAL REVOLUTION

The increase in newspaper advertising persisted into the 19th century. Early American
commercials have been categorized as personal ads-better halves searching out wandering husbands,
proprietors looking for runaway slaves, house owners seeking servants! There have been additional
ads for famous medicines and tobacco. Along with newspapers, advertisers began the usage of
leaflets and brochures as well.

Next got here the creation of some other massive destiny medium of advertising- magazines-
inside the early nineteenth century.

The center of the 19th century was the period whilst advertising became a big enterprise,
specifically in America. This became the duration earlier than the civil war. The Industrial
Revolution made labor and capital more effective and furnished a plethora of products on the market
at affordable fees. The first advertising agency also emerged at some point in this era.
 3. THE EARLIER 20TH CENTURY

 Having grown in stature, advertising inside the early twentieth century evolved some
special types of its very own.
 The first turned into the tender-promote approach. This became characterized by
using diffused commercials with a literary style and attention to form color and visualization. This
emphasized the peripheral route to persuade the target audience approximately the product or
service advertised.
 The 2d was a tough-sell method, derived from the definition of advertising by way of
the maximum famous copywriter of all time – John E. Kennedy. Kennedy, at some point in his
assembly with the other awesome adman of the era-Albert Lasker (later president of the
organization Lord & Thomas), defined advertising and marketing as “salesmanship in print”.
 As this definition necessitated explaining a concrete “reason-why” for a product’s
superiority, an approach based totally in this turned into termed difficult-promote. A logical
argument becomes the idea on which the target market will be persuaded to shape a superb attitude
toward the marketed service or product.
 One of the other of those styles dominated the marketing scene in the course of
distinct durations.
 The outbreak of World War I saw the peaceful co-existence of each pattern. While
difficult-sell or cause-why copy offered a reason behind the war, the gentle-sell approach saved the
name of defense goods manufacturers earlier than the general public.
 This period becomes a Golden Age in advertising records. The publish-war years,
particularly, noticed the multiplied use of advertising and marketing to promote new merchandise
which promised a progressed preferred of life for purchasers.
 On the enterprise side, J. Walter Thompson led the advertising and marketing growth
with a selection of recent offerings. He tried to base advertising and marketing on psychology and
studies, and thereby expanded it to the repute of a science. This brought about a struggle between
‘creative’ and ‘research’, which has continued upon the modern-day. While innovative appeals
emphasized on specific and dramatic presentation of advertised service or product, ‘Research’ had
its roots in the expectancies of the goal clients. The debate as to what method to comply with
continues even today.
 Despite this, the 1920’s specific, had been certainly the length of marketing’s finest
prosperity. This duration becomes aptly summed up by way of the identity of the famous trade
magazine “Advertising Age”, launched at the cease of the decade.
 By 1920, the advertisement groups commenced making plans campaigns. In 1917, the
American Association of Advertising Agencies (AAAA) was based. In the early part of the
century, advertising paperwork transformed. Audit Bureau of Circulation (ABC) becomes based in
1914.

(a) THE DEPRESSION YEAR

 As melancholy followed growth in the 1930s, pessimism reigned inside the

advertising and marketing industry. The extent of marketing dropped considerably and ad
corporations began the tough assignment of reducing employees and services.
 Advertising was criticized for selling waste in the duration of economic disaster. The
consumerist movement received momentum during this time, to lessen advertising.
 However, there were some fantastic developments as nicely, throughout this period of
fashionable disaster, the person who stood out within the Depression decade changed into
Raymond Rubicam (head of the famous corporation Young & Rubicam, now in India as
Reinfusion Dentsu, Young & Rubicam). He departed from the difficult sell, a reason-why method
with the aid of favoring indirect persuasion and properly-crafted, visually appealing
advertisements. He molded Young & Rubicam into an innovative enterprise, giving creative
controls to artists and copywriters.
 The advertising and marketing organization additionally became extra research-
oriented, in large part due to the pioneering efforts of George Gallop, of the Gallop ballot repute.
 Finally, radio emerged as a famous advertising medium, following newspapers and
magazines. Despite the depression, marketing survived or even flourished through the new medium
of radio.

(b) WORLD WAR II AND AFTER

 World War II noticed a complete drop in advertising and marketing expenditure.

Patriotic topics replaced product claims and emphasis turned into lay on products including tanks,
planes, and guns, rather than toothpaste and cosmetics. A War Advertising Council turned into
established to prepare such campaigns and to resource the warfare attempt.
 The following years, and especially the last decade of the 1950s was some other
“golden age” for marketing, thanks to the emergence of TV.
 The marketing business enterprise accelerated along. The J. Walter Thompson
enterprise expanded distant places. This marked the beginning of the globalization of advertising.
 Merchandising, along with product development, packing and distribution assumed a crucial
function in the employer.
 During this period, advertising practitioners located a new device to help broaden and
measure the success in their messages-studies. A new sort of study referred to as “Motivation” or
“Qualitative research” emerged, indicating the increasing use of psychology in advertising.
 Rosser Reeves, the most influential theoretician of the way advertising works,
invented the concept of the “Unique Selling Proposition” (USP). He encouraged that each advert
should include a promise of a unique advantage that applies to the client, which is different from
the competitor. The USP idea is popular even these days.
 Television became the recent new mass medium in 1949. It becomes mainly perfect
for products that required demonstration. Radio misplaced its dominance as a countrywide
medium. Advertising expenditure in preferred, and on television mainly, sky-rocked. Gross
advertising grew faster than the boom in gross national product.

(c) THE CREATIVE REVOLUTION (1960-1970)

 As a length of recession set in from 1959 to 1961, the time seemed ripe for a few
innovations inside the marketing industry.
 Three exquisite personalities of this decade-Leo Burnett, David Ogilvy, and William
Bernbach spearheaded a creative revolution in advertising. Leo Burnett declared that businesses
revolved around “the guys with the pencils or the copywriters”. He emphasized the commonplace
guy and held that commercials are made to be regarded by using a not unusual guy and accordingly
need to be advanced retaining his degree of information and motivation.
 David Ogilvy tried to reconcile the two extremely good colleges of marketing- hard-
sell and gentle-sell, along with his Rolls-Royce campaign which clubbed “claims” and “picture”
collectively. He also set down particular guidelines for making commercials, like consisting of the
logo call in the headline, heading off analogies and superlatives. Bernbach hired people and not
using a marketing heritage and also promoted the mixing of artwork and duplicate.
 His emphasis becomes on the execution of the advert. He believed that how it is vital
as what you say via an advertisement. The three high-quality admen delivered approximately a
revolution inside the commercial global. Their contributions to the field of marketing are the
supply of steerage to the cutting-edge advertising professionals also.
 (d) THE POSITIONING ERA (1970-1980)
 The seventies witnessed any other economic recession. Advertising fees have been
slashed. The generation of creativity gave manner to an emphasis on technological know-how and
research to measure the effectiveness of advertising. Ads began to lose their innovative part and
again to a tough-sell technique.
(e) THE ERA OF ACCOUNTABILITY (1980 TO THE PRESENT DAY)
 Since the 1980s, there has been a strain on advertising and marketing to turn out to be
extra socially accountable and accountable. There has been a growing need for more reality in
advertising and the law of marketing. In the U.S., for example, the hotly debated trouble of
cigarette advertising has caused the establishment of regulatory bodies to look at the truthfulness of
commercials. Self-regulation by the industry is any other improvement.
 1.2 TYPES OF TRADITIONAL ADVERTISING

1. TELEVISION ADVERTISEMENT

A television commercial (additionally called a TV business, commercial, ad, TV advert or

sincerely an advert) is a span of TV programming produced and paid for with the aid of a company.
It conveys a message selling and aiming to market, a product or service. Advertisers and
entrepreneurs may additionally discuss with TV commercials as TVCs.

Advertising revenue provides a huge part of the investment for maximum privately owned
television networks. During the 2010s, the variety of commercials has grown regularly, though the
duration of each industrial has diminished. Advertisements of this kind have promoted a huge style
of items, services, and thoughts ever because of the early days of the history of TV. The viewership
of television programming, as measured using companies consisting of Nielsen Media Research
within the United States, or BARB in the UK, is regularly used as a metric for TV advertisement
placement, and therefore, for the costs which broadcasters rate to advertisers to air within a given
community, television application, or time of day (called a "daypart").

The first legitimate, paid TV commercial came out in the United States on July 1, 1941, over
New York station WNBT (subsequently WNBC) earlier than a baseball game between the Brooklyn
Dodgers and Philadelphia Phillies. The announcement for Bulova watches, for which the
organization paid anywhere from $4.00 to $9.00 (reports vary), displayed a WNBT check pattern
changed to appear like a clock with the fingers displaying the time.

2. RADIO ADVERTISEMENT

In the USA, industrial radio stations make most of their revenue using selling airtime for use
for jogging radio commercials. These classified ads are the result of a commercial enterprise or a
carrier offering a precious consideration, commonly cash, in alternate for the station airing their
business or mentioning them on air. The maximum not unusual advertisements are "spot classified
ads", which usually ultimate for no more than one minute, and longer packages, commonly jogging
up to at least one hour, called "infomercials".

The United States Federal Communications Commission (FCC), installed under the
Communications Act of 1934, regulates business broadcasting, and the laws concerning radio
classified ads stay surprisingly unchanged from the Radio Act of 1927. In 2015, radio assumed for
7.8% of total U.S. Media prices.

The first radio stations, brought in the past due 1800s, used crude spark transmitters that could
simplest transmit the dots-and-dashes of Morse code. Beginning within the early 1900s, the primary
transmitters capable of audio transmissions had been invented, and even though first of all these had
been in most cases used for factor-to-factor verbal exchange, there has been concurrent
experimentation with the broadcasting of information and entertainment. The check transmissions for
lots of those earliest stations were in impact advertisements for his or her owners and the new
technology. However, it soon became a reasonably common practice for stations to set up to play
phonograph information in trade for bringing up at the air the businesses which provided the data.
The earliest recognized example of this exercise came about in July 1912, while Charles Herrold in
San Jose, California started out making weekly radio declares from his technical college, with the
initial broadcast offering phonograph facts supplied by using the Wiley B. Allen enterprise.

3. PRINT ADVERTISEMENT

Print media certainly is the oldest kind of advertising that has a protracted-long history. This
advertising plan started again in 1468 throughout the instances of William Caxton while he promoted
an e-book that had his first revealed commercial.

Print advertising is a broadly used shape of advertising and marketing. These commercials
appear in newspapers or magazines and are once in a while blanketed as brochures or fliers.
Anything written in the print media to seize the eye of the particular target audience comes under the
purview of print advertising.

People who examine newspapers or different guides tend to browse the print advertisements
that they encounter. The choice to buy the product may not be on the spot, however, it does settle
down in their unconscious mind. Next time they see the product in the marketplace, they're tempted
to shop for it.

Print advertisements are only effective while humans see them. When human beings browse
through newspapers and guides, those commercials should seize the attention of the capability client.
Therefore, those commercials must be created in such a manner that they can preserve the attention
of the client to some extent. Usually, a group of people is needed with a purpose to layout the
advertisements.
4. DIRECT MAIL ADVERTISEMENT

It becomes within the century that accompanied that direct mail virtually advanced, although.
Aaron Sir Bernard Law Ward is taken into consideration the inventor of mail order tactics and direct
advertising; he created he mail-order business in 1872, launching with a one-web page catalog.
Richard Warren Sears accompanied soon after inside 1880, mailing flyers to rural and small
metropolis customers to sell watches. The moves of both guys served to revolutionize the acquisition
of goods – having previously been on the mercy of charge mark-u.S.By means of their local shops,
customers were now being reached immediately. The introduction of mail order supposed that
customers may want to get hold of attractive items whether they lived inside the developed cities like
Manhattan or out in rural regions – and all at a way less expensive fees.

Advertising mail, additionally called junk mail (by way of its senders), direct mail (with the
aid of its recipients), mailshot or admail, is the transport of marketing material to recipients of postal
mail. The delivery of advertising mail paperwork a big and growing provider for plenty of postal
services, and direct-mail advertising bureaucracy a large part of the direct advertising and marketing
industry. Some organizations try to assist people opt-out of receiving advertising mail, in lots of
cases influenced via a problem over its negative environmental effect.

Advertising mail consists of advertising circulars, plastic mailers, coupon envelopes (Money
Mailer, Valpak), catalogs, CDs, “pre-accredited” credit score card applications, and other industrial
vending substances brought to homes and groups. It can be addressed to pre-selected people, or
unaddressed and brought on a neighborhood-by means of-neighborhood foundation.

5. BILLBOARDS

The first trouble of Billboard changed into published in Cincinnati, Ohio via William
Donaldson and James Hennegan on November 1, 1894. Initially, it covered the advertising and
invoice posting enterprise and was called Billboard Advertising. At the time, billboards, posters, and
paper classified ads located in public areas have been the number one manner of advertising.
Donaldson dealt with editorial and marketing, at the same time as Hennegan, who owned Hennegan
Printing Co., managed mag manufacturing. The first problems had been simply 8 pages long. The
paper had contained like "The Bill Room Gossip" and "The Indefatigable and Tireless Industry of the
Bill Poster". A branch for agricultural festivals turned into mounted in 1896. The name turned into
changed to The Billboard in 1897.

A billboard (additionally called a hoarding in the UK and many different components of the
arena) is a big out of doors advertising structure (a billing board), normally found in high-site visitors
regions which include alongside busy roads. Billboards gift large classified ads to passing
pedestrians and drivers. Typically displaying witty slogans and distinct visuals, billboards are quite
visible within the pinnacle certain marketplace areas.
 The largest ordinary-sized billboards are located by and large on essential highways,
expressways or primary arterials, and command excessive-density patron exposure (primarily to
vehicular traffic). These have the funds for best visibility due now not only to their length but due to
the fact they allow innovative "customizing" through extensions and embellishments.

1.3 MERITS AND DEMERITS OF TRADITIONAL

ADVERTISING

I) MERITS AND DEMERITS OF TELEVISION ADVERTISEMENT

MERITS

I) TV appeals to reach the senses of sound and sight. As a result, it combines the two to produce an
excessive effect on conversation.

II) It has all of the deserves of radio broadcasting.

III) It has conquered one of the most important barriers of the radio i.e., the Pictorial presentation of
products.

IV) It presents coloration visibility making the message the entire extra attractive and extraordinary.

V) Through this medium, merchandise can, in reality, be proven and an illustration may be made and
defined.
DEMERITS

I) Television advertising is steeply-priced and now and then exaggerating additionally.

II) In the nations where television is a luxury, its enchantment is confined to wealthy humans on my
own.

II) MERITS AND DEMERITS OF RADIO ADVERTISEMENT

MERITS

I) It is alive, lively and quite dramatic. It has a human attraction that is unparalleled via every other
medium.

II) It has the advantage of wider coverage. The message also reaches humans at domestic.

III) It is attractive and more effective.

IV) Even illiterates who cannot examine the broadcast message may be approached through radio
communication.

V) It is also cheaper.

DEMERITS

I) Detailed commercials aren't viable.

II) Non-availability of advertising message for destiny reference.

III) No pictorial presentation.

IV) A high fee of time and skills.

V) The radio isn't always perfect for all types of merchandise.

III) MERITS AND DEMERITS OF PRINT ADVERTISING

MERITS

I) Print Media reaches every corner and nook, so his or her insurance is excessive.

II) They attain the public at a lower price than some other medium.

III) High frequency enables rapid guidance and booklet of advertisement.

IV) They provide a whole lot of flexibility. According to the benefit and necessity of the advertiser,
the shape and length of the commercial might be modified.

V) The promoting message reaches the public even as it is fresh. It pinpoints the purchasing
opportunities and for that reason makes brief results.

DEMERITS

I) Illiterate human beings cannot recognize newspaper classified ads.

II) The existence of a print media could be very short. If the commercial is not seen on the day; it
appears in the newspaper, it is going waste.
III) If potentialities are confined in variety, advertising in the newspaper can be useless.

IV) Often the men and women expected to examine the message leave out to examine the
commercial.

V) Only color classified ads are more powerful, however, they are very constrained and expensive.

IV) MERITS AND DEMERITS OF DIRECT MAIL ADVERTISEMENT

MERITS

I) It is targeted to the niche audience

II) It provides matter in detailed

III) It is easy to track every person response

DEMERITS

I) The cost can add up

II) Responses are quite lower

III) There are unpredictable mails

V) MERITS AND DEMERITS OF BILLBOARDS ADVERTISEMENT

MERITS

I) It has large visibility

II) It is more accessible to the targeted audience

III) It converts the minds of the audience to buy the products

IV) It is always colorful and attracted

DEMERITS

I) It is more costly than any other advertisement

II) It causes more distraction to the people

III) It contains specific information that is to the specific point

IV) It takes more time to build up the advertisement

 1.4 HISTORY OF MODERN ADVERTISING
Albert Davis Lasker (May 1, 1880 – May 30, 1952) was known as the "Father of the Modern
Advertisement or Modern Media who further become an American businessman who played a chief
position in shaping current advertising. He became raised in Galveston, Texas, wherein his father
was the president of numerous banks. Moving to Chicago, he became an accomplice in the
advertising company of Lord & Thomas. In the 1950s, connections among computing and radical art
began to grow more potent. It turned into now not until the 1980s that Alan Kay and his co-people at
Xerox PARC started out to provide the computability of a personal computer to the man or woman,
in place of having a large company be in the rate of this. Although causally unrelated, conceptually
it makes the experience that the Cold War and the layout of the Web passed off at exactly the equal
time."

Writers and philosophers who include Marshall McLuhan were instrumental in the
development of media principles at some stage in this era. His now-famous announcement in
Understanding Media: The Extensions of Man (1964) that "the medium is the message" drew
attention to the too regularly disregarded have an impact on media and technology themselves, as
opposed to their "content material," have on human beings' enjoy of the world and on society
broadly.

Until the 1980s media relied in most cases upon print and analog broadcast models, which
includes those of television and radio. The last twenty-5 years have seen the speedy transformation
into media which might be predicated upon the use of virtual technology, along with the Internet and
video games. However, those examples are handiest a small illustration of recent media. The use of
digital computer systems has transformed the final 'vintage' media, as recommended by means of the
advent of digital TV and online guides. Even conventional media forms inclusive of the printing
press were transformed through the application of technologies which include photo manipulation
software like Adobe Photoshop and computing device publishing equipment.
 Andrew L. Shapiro (1999) disagree by saying that the "emergence of new, digital technologies
indicators a potentially thoroughly shift of who's on top of things of information, enjoy and
resources" (Shapiro cited in Croteau and Hoynes 2003: 322). W. Russell Neuman (1991) suggests
that while the "new media" have technical talents to pull in a single route, financial and social forces
pull again within the opposite direction. Neuman argues that if new media will enter the world than it
creates some new changes in the field of media like:

 It will change the meaning of geographical distance.

 Increase the volume of communication.
 It will increase the speed of communication.
 It will create an opportunity for bilateral communication.
Therefore, it has been the argument of scholars including Douglas Kellner and James Bohman
that new media, and especially the Internet, offer the ability for a free postmodern public sphere,
wherein residents can take part in properly knowledgeable, non-hierarchical debate bearing on their
social structures. Contradicting these fine value determinations of the capability social influences of
latest media are scholars along with Edward S. Herman and Robert Machesney who have advised
that the transition to new media has visible a handful of effective transnational telecommunications
corporations who obtain a stage of worldwide have an impact on which was hitherto unimaginable.

Scholars, together with Lister et al. (2003), have highlighted both the tremendous and negative
capacity and actual implications of latest media technology, suggesting that a number of the early
paintings into new media research become responsible of technological determinism – wherein the
effects of media were determined by means of the era themselves, as opposed to through tracing the
complex social networks which governed the improvement, investment, implementation and future
improvement of any generation.

Based on the argument that humans have a constrained amount of time to spend at the
consumption of different media, the Displacement principle argues that the viewership or readership
of 1 precise outlet results in the reduction in the quantity of time spent by using the character on
another. The advent of recent media, which includes the internet, therefore reduces the number of
time individuals could spend on current "antique" media, which could, in the end, lead to the end of
such traditional media.
 1.5 TYPES OF MODERN ADVERTISING
Over the years, advertising has evolved appreciably and has now grown to be a fairly
complicated form of communique. Today, there are actually masses of hundreds of approaches that
may be used by a commercial enterprise for turning in their message to their audience. This approach
is a plethora of alternatives available to an advert corporation once they want to promote and market
something. The internet by me gives an extensive wide variety of options and maximum ad
businesses are scrambling to take advantage of those contemporary methods to obtain their
advantages.

Adding a few current advertising strategies in your arsenal can undoubtedly provide huge
returns, so long as they may be applied inside the right way. Listed beneath are some of those
modern-day techniques that could offer to be quite powerful:

1. ONLINE OR DIGITAL ADVERTISING

When you're using the net and traveling web sites, you routinely notice advertisements there.
Likewise, you may also see advertisements in search engines like Google and yahoo. All of these are
basically kinds of online or digital advertising and marketing. They commenced out as easy ones,
however, they have increased to include web banner advertisements, which are pretty similar to
billboards on roads, bandwagon advertising, and marketing as well as advertisements on social
media networks. There are video commercials as nicely that you could locate on Facebook and
different social structures.

2. MOBILE ADVERTISING

A particularly new addition to the sector of cutting-edge advertising methods is mobile

advertising and marketing. Even though its miles quite new, there may be no denying that it is
dominating the advertising marketplace. This is generally because of the fact that there has been an
increase inside the use of cell devices like smartphones and drugs. According to the CEO of Orange
Label Advertising, cell advertising could have a powerful impact whilst accomplished the right way
and is turning into famous speedy for this reason. The current tendencies in cell advertising contain
the usage of essential social platforms like Snapchat, Facebook, Instagram, and Twitter.

3. GUERRILLA ADVERTISING
 In the closing 20 years, every other shape of the advertisement has become pretty noticeable
and that is guerrilla advertising and marketing or ambient media. This term is widely used to outline
something that’s unconventional. Moreover, in guerrilla advertising, the patron is invited to engage
with or take part in some manner. Timing is as critical as a place with this technique and innovative
thoughts and innovation serve as driving forces behind guerrilla advertising and marketing or
advertising.

4. TESTIMONIAL ADVERTISING
 In advertising and marketing, a testimonial or show includes a person's written or spoken
declaration extolling the virtue of a product. The term "testimonial" most usually applies to the
income-pitches attributed to ordinary citizens, while the word "endorsement" usually applies to
pitches by way of celebrities. Testimonials can be a part of communal advertising. Sometimes, the
cartoon man or woman may be a testimonial in an industrial.

5. ENDORSEMENT ADVERTISING

Endorsements are the shape of advertising and marketing that uses well-known personalities or
celebrities who command an excessive diploma of popularity, trust, respect or cognizance amongst
the people. Such people promote it for a product lending their names or pics to promote a service or
product. Advertisers and clients desire such approval, or endorsement through a celeb will influence
buyers favorably.

6. SOCIAL MEDIA ADVERTISING

 Social network advertising, additionally social media focused on is a group of terms that are
used to describe varieties of online marketing that concentrate on social networking services. One of
the major blessings of this type of advertising and marketing is that advertisers can take benefit of
the users' demographic data and target their ads as it should be.

Social media focused on combines modern-day targeting alternatives (including retargeting,

behavioral concentrated on, socio-psychographic focused on, and so forth.), to make specified goal
organization identification possible. With social media targeting, commercials are disbursed to users
primarily based on statistics gathered from target group profiles.