By J Vilanilam
This ebook introduces the reader to a short background of the evolution of advertisements on this planet and in India, together with: the commercial and social value of advertisements; the position of advertisements businesses within the construction and dissemination of ads during the media; and peculiarly, the sensible features of buyer servicing and replica construction for various media
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Extra info for Advertising Basics! (Response Books)
Liquor could be advertised on TV but only after nine o’clock at night. The assumption is that children would have gone to bed by that time. In Ireland, sanitary products are acceptable, ‘provided no diagrams are used’. In Portugal, no slang words can be used in advertisements. The list goes on. As far as the technology of advertising is concerned, it has been affected by the changes in communication technology. The e-mail, the internet, the mobile phone, the hi-definition TV, desktop publishing, photocopying and other forms of reprography, new systems of information storage, retrieval and dissemination—all these have changed the functioning of all departments of the advertising agency, particularly the working of the creative department, the copywriting and layout sections.
When does an advertiser start searching for an agency? Normally, a company needs agency services when it has grown big. It may find out, much to its surprise, that its own advertising department can no longer render the services required, especially for organizing a major campaign. But, one does not have to wait for growth before approaching an agency. Even small companies can look for better services. All companies, big and small, want to grow bigger. And one way to grow is to increase sales and thereby improve the company’s image and increase public acceptance.
Conventional advertising and advertising agencies 41 A questionnaire may be sent to the selected agencies to elicit information on the following: Agency history; ownership; management organizational chart; educational attainments and professional achievements of agency executives and their specializations; Details of accounts (clients) handled in the past, including those lost over the last five years and the reasons for the loss; Style of work and the pattern of interactions between agency executives and the client’s executives in the past and at present, together with details of proposed styles of work and pattern of interaction between the client and the agency; Details of the agency’s financial position, policies and controls; The agency’s philosophy of, and approach to, advertising in relation to the client’s objectives; Details of the accounts handled by the agency in the past five years and the experiences it can share with the client; Willingness of the agency executives to meet the client with a proposal based on ideas and data supplied by the client and the time needed for submission of such a proposal; Willingness of the agency to make suitable changes according to the client’s suggestions, following the agency’s presentation.
Advertising Basics! (Response Books) by J Vilanilam