| Advertising Industry | ÇTop |
Firms in the advertising and public relations services industry prepare advertisements for other companies and organisations and design campaigns to promote the interests and image of their clients. This industry also includes media representatives-firms that sell advertising space for publications, radio, television, and the Internet; display advertisers-businesses engaged in creating and designing public display ads for use in shopping malls, on billboards, or in similar media; and direct mail advertisers. A firm that purchases advertising time (or space) from media outlets, thereafter reselling it to advertising agencies or individual companies directly, is considered a media buying agency.
Most advertising firms specialise in a particular market niche. Some companies produce and solicit outdoor advertising, such as billboards and electric displays. Others place ads in buses, subways, taxis, airports, and bus terminals. A small number of firms produce aerial advertising, while others distribute circulars, handbills, and free samples. Groups within agencies have been created to serve their clients’ electronic advertising needs on the Internet. Online advertisements link users to a company or product’s Web site, where information such as new product announcements, contests, and product catalogue appears, and from which purchases may be made.
Overview of Advertising Industry in India
The structure of the advertising industry in Asia Pacific has been affected by globalisation and international alignments creating a smaller number of very large agencies and the growth of independent major media buying houses. Very sophisticated software optimisation and planning systems are now integral to the industry, enabling agencies to offer a unique positioning in the marketplace to attract new business.
American companies are discovering the appeal of marketing their products in India. With a population of approximately one billion, and a middle class that's larger than the total population of the United States, there's definitely money to be made. Local retailers in apparel, food, watches and jewellery have all increased their average ad spending by almost 50% in the past two years. Coupled with many other local players big retailing brands are spending to the tune of Rs 12,000 crores annually on advertising and promotional activities. This figure, according to industry estimates, was less than Rs 400 crores about 3 years ago. Which means the growth has been a whopping 40%. The local firms are using all the available advertising tools from electronic to print, outdoor advertising and even models. The advertising and promotional spending by local brands is substantial during the festival season and almost 70% of the spending is done between September to January. The advertising industry in India is growing at an average rate of 10-12% per annum. Over 80% of the business is from Mumbai and Delhi followed by Bangalore and Chennai.
Online Ad Spending in India
Online advertising spending is holding its own and will continue to grow steadily over the next several years. Marketers are responding to the economic challenges with new techniques and strategies, along with research data to prove their effectiveness. According to statistics, online ad spending has reached $23 billion. Nonetheless, nearly three-quarters of web advertising space goes unsold and more than 99.7 per cent of banner ads are not clicked on.
Scope of Advertising Industry in India
The advertising industry in India has several competitive advantages:
- India has a rich pool of strategic planning, creative and media services personnel: Indeed, Indian advertising industry has been exporting senior-level talent to many countries, particularly to the Gulf, South-East Asia, China, the UK and the US. Indian talent is recognised and respected in global agency networks.
- No other country has access to so many trained management graduates who can provide strategic inputs for brand and media planning.
- Indians are multicultural: we learn at least two languages and that gives us a head start in understanding cultural diversity.
- Most of the top 20 agencies in India have a global partner or owner, which should provide an immediate link to global markets.
- Our production standards in TV and print have improved: With a vibrant animation software industry, we have access to this area of TV production.
- India's advanced IT capabilities can be used to develop Web-based communication packages for global clients.
The Indian advertising industry is a very upcoming and promising sector. However there is severe competition and survival is for the fittest and the best. In this sector what matters the most is knowledge and experience of the work and the industry and its functioning. The more the knowledge you can provide the better the productivity you give. Exchange4media is an ad agency that has the knowledge as well as experience that will be a big benefit in making your ad campaigns run successfully.
| Industrial Promotion Policies - Central Government Advertisement Policy (with effect from 1st June 2006) |
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The Directorate of Advertising & Visual Publicity (DAVP) is the nodal agency of the Government of India for advertising by various Ministries and organizations of Government of India including public sector undertakings and autonomous bodies. The primary objective of the Government in advertising is to secure the widest possible coverage of the intended content or message through newspapers and journals of current affairs as well as Science Art, Literature, Sports, Films, Cultural Affairs etc. In releasing advertisements to newspapers/journals the DAVP does not take into account the political affiliation or editorial policies of newspapers/journals. However, DAVP would avoid releasing advertisements to newspapers/journals, which incite or tend to incite communal passion, preach violence, offend the sovereignty and integrity of India or socially accepted norms of public decency and behavior. Accordingly in supersession of all earlier orders, the Government hereby lays down the New Advertisement Policy with effect from June 1, 2006.
Clause 2
Government advertisements are not intended to be financial assistance to newspapers/journals. DAVP maintains a list of newspapers/journals approved for release of advertisements by empanelling acceptable newspapers/journals. DAVP will empanel only such newspapers/journals as are required for issuing advertisements of the Government of India. Care is taken to empanel newspapers/journals having readership from different sections of the society in different parts of the country.
Clause 3
All Central Govt. advertisements will be routed through DAVP. All attached offices, autonomous organizations and PSUs under the Ministries/Departments will also route their advertisements through DAVP.
Clause 4
All Ministries / Departments shall pay for all type of advertisements including tender, recruitment & display. DAVP will intimate to all Ministries/Departments including PSUs and Autonomous Bodies, releasing advertisements through it, the approximate cost of the advertisement along with the media plan. DAVP will henceforth not charge 13% departmental charges. The clients will release the appropriate funds to DAVP provisionally within 30 days of issue of the advertisement. Final settlement of bills will be made when the same are received from the concerned newspapers.
Panel Advisory Committee
Clause 5.
There shall be a Panel Advisory Committee (PAC) for considering applications of newspapers/journals for being empanelled for receiving Government advertisements. This Committee shall be headed by Director General, DAVP and shall include Addl. Director General (Media & Communication)/Deputy Director General (Media & Communication) in the Press Information Bureau (PIB), Press Registrar/Deputy Press Registrar and Director/Deputy Secretary/ Under Secretary in the Ministry of Information & Broadcasting dealing with Print Media. The Committee will also have one representative each from the Association of big, medium and small newspapers. The recommendations of the PAC as accepted by the DG, DAVP regarding empanelment of a newspaper shall be final.
Clause 6
In pursuance of broad social objectives of the Government and for ensuring fairness among various categories of newspapers/journals, the PAC considers empanelment of newspapers/journals belonging to the following categories on priority :
- Small and medium newspapers/journals
- Language newspapers
- Newspapers/journals published in backward, remote and border areas.
Newspapers/journals are classified into three categories, namely
- Small, with a circulation of up to 25,000 copies per publishing day.
- Medium, between 25,001 and 75,000 copies per publishing day, and
- Big, with a circulation of above 75,000 copies per publishing day.
Criteria for Empanelment
Clause 8
Every newspaper/journal seeking empanelment for the first time shall comply with following:
- It must have been uninterruptedly and regularly under publication for a period of not less than 36 months.
- It should comply with the provisions of the Press & Registration of Books Act, 1867.
- It should not have been disqualified by DAVP in the last six years and should not be a defaulter of DAVP.
- The period of disqualification should not exceed six years.
- It should not have been Unestablished by RNI at the time of applying.
- The applicant should also furnish a copy of the Certificate of Registration issued by the RNI in the name of the publisher.
- The details of the paper like size, language, periodicity, print area and details of printing press etc. as asked for in empanelment form may be given.
- Further, it must be substantiated that the paper is being published at a reasonable standard. Reasonable standard, inter alia, means that
b)There should be no repetition of news items or articles from other issues.
c)There should be no reproduction of news items or articles from other newspaper/journals and the source of news/articles should be mentioned.
d)Masthead on its front page should carry the title of the newspaper, place, date and day of publication; it should also carry RNI Registration Number, volume & issue
number, number of pages and price of newspaper/journals.
e)The newspaper should carry imprint line as required under PRB Act; and
f)Inner pages must carry page number, title of the paper and date of publication. For multi-editions place of publication must be mentioned in inner pages also.
g)All the publications must carry editorial.
Fresh applications for empanelment may be made twice a year i.e. once at the end of February and other by the end of August. The Applications made before February end will be considered in month of May of the same year and their contract will start w.e.f. 1st July of the same year and applications made before August end will be considered in November and their contract will start w.e.f 1st January of the next year. The details of documents required for empanelment is in ANNEXURE.
Clause 9
Notwithstanding any of the provisions mentioned above, DG, DAVP, as Chairman of the Panel Advisory Committee, will have discretion to grant provisional empanelment to a newspaper, subject to approval of the PAC, for a period of six months or till the next meeting of the PAC if the newspaper has completed all the formalities required for empanelment and otherwise found suitable for issue of Government advertisements.
Clause 10
Rate Contract
All empanelled newspapers will be asked to enter into a rate contract, which will be valid for a particular circulation and a period of 3 years. However, circulation shall be verified and changed, if required, every year based on the evidence as prescribed in the criterion for empanelment during the period of validity of the contract. DAVP will make available the application for this through its website and also through the newspaper associations recognised by Press Council of India.
Regularity
The applicant should have published the newspaper on at least 25 days in each month during preceding 12 months. Weeklies should have published 46 issues during the preceding year, fortnightlies 23 issues and monthlies 11 issues during the preceding year to be considered being brought out regularly.
Clause 12
Newspapers/journals having established circulation of more than 75,000 copies per publishing day, as certified by Audit Bureau of Circulation (ABC) can seek empanelment of their fresh edition from a new place after having regular publication for preceding 4 months with same title, but in such cases empanelment of fresh edition will be only in the lowest slab of circulation. New Editions of small and medium newspapers will also be empanelled similarly.
Clause 13
A newspaper/journal should have a minimum paid circulation of not less than 2000 copies for being considered eligible for empanelment. However, newspapers/journals in Sanskrit, newspapers/ journals published in backward, border or remote areas or in tribal languages or those published in J&K, Andman & Nicobar Islands and North-Eastern States need to have substantiated minimum paid circulation of only 500 copies per publishing day.
Clause 14
A newspaper/journal should have the following minimum print area:
Periodicity:Print Area Not Less Than
Dailies:1520 Std.Col.Cms./7600 Sq. Cms.
Weeklies:700 Std.Col.Cms./3500 Sq.Cms.
Fortnightlies Monthlies:960 Std. Col. Cms./ 4800 Sq.Cms.
Exceptions may, however, be made by PAC in the case of newspapers/journals belonging to the above mentioned newspapers/journals in Sanskrit, newspapers/ journals published in backward, border or remote areas or in tribal languages or those published in J&K, Andman & Nikobar Islands and North-East States.
Clause 15
The empanelment already granted by the DG, DAVP earlier will remain valid for the duration for which empanelment has been made.
Clause 16
The applicant newspaper/journal should furnish authenticated figures of circulation of ABC, Cost Accountant/Statutory Auditor/Chartered Accountant as per the criteria below:
upto 25000 - Cost/Chartered Accountant/ Statutory Auditor Certificate in prescribed proforma/ABC Certificate.
25001 – 75000 – Companies: Statutory Auditor certificate in prescribed proforma/ABC certificate.
Individuals: Chartered Accountant certificate in prescribed proforma/ABC certificate.
Above 75000 – ABC certificate
DAVP will take average circulation for the preceding one year as certified by ABC/Statutory Auditor/CA certificate.
Clause 17
DG, DAVP reserves the right to have figures of circulation checked through its representatives or through RNI. However, there will be no circulation check for newspapers/journals with circulation upto 6,000.
Clause 18
Suspension and Recoveries: A newspaper will be suspended from empanelment by DG, DAVP with immediate effect if
- Found to have deliberately submitted false information regarding circulation or otherwise; or
- Found to have discontinued its publication, changed its periodicity or its title or have become irregular or changed its premises/press without due intimation; or
- It has failed to submit its’ Annual Return to the RNI or its’ Annual Circulation Certificate from the prescribed agencies or
- Indulged in unethical practices or anti national activities as found by the Press Council of India or.
- Convicted by Court of Law for such activities
- It refuses to accept and carry an advertisement issued by DAVP on behalf of the Ministries/Departments of Government of India, public sector undertakings and autonomous bodies on persistent basis.
Advertising Rate
Clause 19
The rate structure for payment against advertisements released by DAVP will be worked out on the basis of laid down principles. DAVP will work out advertisement rates as per the Government of India rate structure formula devised by the Rate Structure Committee. The rates will be related to circulation of a newspaper and will apply uniformly to all newspapers. The newspaper will enter into rate contract with DAVP accepting the DAVP rates and other terms and conditions as laid down from time to time to ensure publication of DAVP advertisements as and when issued to a newspaper.
Payment of Advertisement Bills
Clause 20
DAVP will release payment of advertisement bills in the name of the payee and at the address given by the newspaper in the application form for renewal of rate contract or fresh application for empanelment, as the case may be. No change in the payee’s name or address will be entertained during the year of empanelment unless it is justified and found unavoidable or compelling.
Clause 21
Every newspaper will be obliged to send one copy of the newspaper on their own carrying DAVP advertisements, to the client at the address mentioned in the Release Order, failing which payment for the advertisement may not be considered. In addition, DAVP may ask for regular supply of specimen copies of any empanelled publication for period considered necessary. Newspapers may inform DAVP within 48 hours, if they have not been able to publish the advertisement on the due date.
Clause 22
Every newspaper will be obliged to submit its advertisement bills, complete in all respect, and supported with relevant documents, within 60 days of the publication of the advertisement. DAVP will make every effort to pay the advertisement bill within 60 days of receipt of bill.
Clause 23
No newspaper will publish DAVP advertisement without receipt of the relevant Release Order. Request for a duplicate Release Order by publications will be entertained on merits and on case to case basis.
Clause 24
The newspaper will be obliged to strictly adhere to the date of publication of DAVP advertisements as given in the Release Order. Publication of advertisement on dates other than that given in the Release Order, unless intimated otherwise, will not be regularised with revalidation of Release Order and no payment will be made in such cases.
Release of Advertisements
Clause 25
As soon as requisitions for release of advertisements are received from various Ministries and Departments as also from public sector undertakings and autonomous bodies, DAVP will prepare a suitable media list keeping in view the content, the target audience or the advertisement and availability of funds after consideration of the recommendations of the client.
Clause 26
DAVP will make efforts to release more advertisements to periodicals especially social messages and advertisements which are not date specific. Efforts will also be made to release more advertisements to newspapers with special emphasis on North East, J&K and other remote areas. While releasing display advertisements, DAVP will ensure that a balance is maintained between various categories of newspapers taking into account circulation, language, coverage area etc. For this purpose, the distribution of advertisements, Rupee terms, will be as under:
Category Ceiling ( in Rupee terms )
Small not less than 10%
Medium not less than 30%
Big not more than 60%
English 35% Approx.
Hindi 35% Approx
Other Languages 30% Approx.
The above norms are indicative and should be adhered to in the overall media strategy of the Ministries / Departments to ensure maximum coverage at optimum cost. However, in specific cases where a Ministry/Department wishes to make a deviation from these norms, full and detailed justification should be given while placing the order. DAVP shall bring all such deviations to the notice of the Ministry of I&B for information and necessary action.
ANNEXURE
Documents required for empanelment with DAVP
- RNI registration Certificate Number.
- Evidence for Circulation (Chartered Accountant Certificate/Cost Accountant certificate/Statutory Auditor Certificate/ABC certificate, as applicable).
- Copy of the annual return submitted to RNI.
- A daily newspaper should furnish issues of first one month of the year of their publication along with issues of the 18th month and 35th month of their publication and weeklies & fortnightlies must furnish issues of preceding six months and monthlies should furnish latest 12 months issues. Daily Publications more than 3 years old and not previously empanelled with DAVP will furnish the relevant copies starting with the previous 3 years in the same manner as above.
- Three copies of the rate card.
- Photocopy of the Permanent Account Number (issued by Department of Income Tax).
| Importance of Advertising: | ÇTop |
Advertising is one of the oldest forms of public announcement and occupies a vital position in an organization’s product mix. According to the American Marketing Association, Chicago, "Advertising is any paid form of non personal presentation of ideas, goods and services by an identified sponsor."
To advertise means to inform (seen as the flow of information about a product or service from the seller to the buyer). However, advertising does not end with the flow of information alone. It goes further to influence and persuade people to take a desired action - like placing an order to buy a product.
The consumer market has become highly competitive with a new brand being born almost every day. Irrespective of the kind of product you are looking for, be it consumer durables like refrigerators, air conditioners, washing machines or fast moving consumer products (FMCG) the number of brands available is truly mind boggling. Naturally it is the prime concern of every marketer to promote their brand as a shade better than the competitors'. Advertising comes in handy here.
However, simply informing a customer that a brand exists is not enough. Advertising should be targeted towards the prospective audience in such a way that it forms a positive impact on the customer and in the process creates brand recognition. Marketers generally target advertising campaigns at the groups of customers:
First Time Users of a product - Customers who don't use that product category at all. The aim is to convince them to try that product.
- First Time Users of a brand - Consumers who don't use a particular brand but might be using a competitor's brand. The aim here is to convince buyers to switch from the competition product to theirs.
- Regular users of the brand - Buyers who are using the brand already. The aim is to serve as a reminder of the brand's benefits and convince them to continue using it.
- Launch a new brand into the market.
| The Benefits of Advertising : | ÇTop |
a) Economic Benefits of Advertising:
Advertising can play an important role in the process by which an economic system guided by moral norms and responsive to the common good contributes to human development. Advertising can be a useful tool for sustaining honest and ethically responsible competition that contributes to economic growth in the service of authentic human development. Advertising does this, among other ways, by informing people about the availability of rationally desirable new products and services and improvements in existing ones, helping them to make informed, prudent consumer decisions, contributing to efficiency and the lowering of prices, and stimulating economic progress through the expansion of business and trade. All of these can contribute to the creation of new jobs, higher incomes and a more decent and humane way of life for all.
b) Cultural Benefits of Advertising:
Because of the impact advertising has on media that depend on it for revenue, advertisers have an opportunity to exert a positive influence on decisions about media content. This they do by supporting material of excellent intellectual, aesthetic and moral quality presented with the public interest in view, and particularly by encouraging and making possible media presentations which are oriented to minorities whose needs might otherwise go unserved. Moreover, advertising can itself contribute to the betterment of society by uplifting and inspiring people and motivating them to act in ways that benefit themselves and others.
c) Moral and Religious Benefits of Advertising:
In many cases too benevolent social institutions, including those of a religious nature, use advertising to communicate their messages - messages of faith, of patriotism, of tolerance, compassion and neighbourly service of charity toward the needy, messages concerning health and education, constructive and helpful messages that educate and motivate people in a variety of beneficial ways.
| Different Media of Advertising | ÇTop |
Newspapers
Newspapers are one of the traditional mediums used by businesses, both big and small alike, to advertise their businesses.
Advantages
- Allows you to reach a huge number of people in a given geographic area.
- You have the flexibility in deciding the ad size and placement within the newspaper.
- Your ad can be as large as necessary to communicate as much of a story as you care to tell.
- Exposure to your ad is not limited; readers can go back to your message again and again if so desired.
- Free help in creating and producing ad copy is usually available.
- Quick turn-around helps your ad reflect the changing market conditions.The ad you decide to run today can be in your customers' hands in one to two days.
- Ad space can be expensive.
- Poor photo reproduction limits creativity.
- Newspapers are a price-oriented medium and most ads are for sales.
- Newspapers are a highly visible medium, so your competitors can quickly react to your prices.
- Expect your ad to have a short shelf life, as newspapers are usually read once and then discarded.
- You may be paying to send your message to a lot of people who will probably never be in the market to buy from you.
- With the increasing popularity of the Internet, newspapers face declining readership and market penetration. A growing number of readers now skip the print version of the newspaper and instead read the online version of the publication.
- Your ad has to compete against the clutter of other advertisers, including the giants’ ads run by supermarkets and department stores as well as the ads of your competitors.
Magazines are a more focused, albeit more expensive, alternative to newspaper advertising. This medium allows you to reach highly targeted audiences.
Advantages
- Allows for better targeting of audience, as you can choose magazine publications that cater to your specific audience or whose editorial content specializes in topics of interest to your audience.
- High reader involvement means that more attention will be paid to your advertisement.
- Better quality paper permits better color reproduction and full-color ads.
- The smaller page permits even small ads to stand out.
- Long lead times mean that you have to make plans weeks or months in advance.
- The slower lead-time heightens the risk of your ad getting overtaken by events.
- There is limited flexibility in terms of ad placement and format.
- Space and ad layout costs are higher.
There are several forms of Yellow Pages that you can use to promote and advertise your business. Aside from the traditional Yellow Pages supplied by phone companies, you can also check out specialized directories targeted to specific markets: interactive or consumer search databases; Audiotex or talking yellow pages, Internet directories containing national, local and regional listings; and other services classified as Yellow Pages.
Advantages
- Non-intrusive.
- Frequency.
- Wide availability, as mostly everyone uses the Yellow Pages.
- Action-oriented, as the audience is actually looking for the ads.
- Ads are reasonably inexpensive.
- Responses are easily tracked and measured.
- Pages can look cluttered, and your ad can easily get lost in the clutter.
- Your ad is placed together with all your competitors.
- Limited creativity in the ads, given the need to follow a pre-determined format.
- Ads slow to reflect market changes.
During the past ten years, radio rates have seen less inflation than those for other media.
Advantages
- Radio is a universal medium enjoyed by people at one time or another during the day, at home, at work, and even in the car.
- The vast array of radio program formats offers to efficiently target your advertising dollars to narrowly defined segments of consumers most likely to respond to your offer.
- Gives your business personality through the creation of campaigns using sounds and voices.
- Free creative help is often available.
- Rates can generally be negotiated.
- Because radio listeners are spread over many stations, you may have to advertise simultaneously on several stations to reach your target audience.
- Listeners cannot go back to your ads to go over important points.
- Ads are an interruption in the entertainment. Because of this, a radio ad may require multiple exposure to break through the listener's "tune-out" factor and ensure message retention.
- Radio is a background medium. Most listeners are doing something else while listening, which means that your ad has to work hard to get their attention.
Television being an image-building and visual medium, it offers the ability to convey your message with sight, sound and motion.
Advantages
- Television permits you to reach large numbers of people on a national or regional level in a short period of time.
- Independent stations and cable offer new opportunities to pinpoint local audiences.
Message is temporary, and may require multiple exposure for the ad to rise above the clutter.
- Ads on network affiliates are concentrated in local news broadcasts and station breaks.
- Preferred ad times are often sold out far in advance.
- Limited length of exposure, as most ads are only thirty seconds long or less, which limits the amount of information you can communicate.
- Relatively expensive in terms of creative, production and airtime costs.
Direct mail, often called direct marketing or direct response marketing, is a marketing technique in which the seller sends marketing messages directly to the buyer. Direct mail includes catalogues or other product literature with ordering opportunities like sales letters and sales letters with brochures.
Advantages
- Your advertising message is targeted to those most likely to buy your product or service.
- Marketing message can be personalized, thus helping increase positive response.
- Your message can be as long as is necessary to fully tell your story.
- Effectiveness of response to the campaign can be easily measured.
- You have total control over the presentation of your advertising message.
- Your ad campaign is hidden from your competitors until it's too late for them to react.
- Some people do not like receiving offers in their mail, and throw them immediately without even opening the mail.
- Resources need to be allocated in the maintenance of lists, as the success of this kind of promotional campaign depends on the quality of your mailing list.
- Long lead times are required for creative printing and mailing.
- Producing direct mail materials entail the expense of using various professionals - copywriter, artists, photographers, printers, etc.
- Can be expensive, depending on your target market, quality of your list and size of the campaign.
Telephone sales or telemarketing, is an effective system for introducing a company to a prospect and setting up appointments.
Advantages
- Provides a venue where you can easily interact with the prospect, answering any questions or concerns they may have about your product or service.
- It's easy to prospect and find the right person to talk to.
- It's cost-effective compared to direct sales.
- Results are highly measurable.
- You can get a lot of information across if your script is properly structured.
- If outsourcing, set-up cost is minimal.
- Increased efficiency since you can reach many more prospects by phone than you can with in-person sales calls.
- Great tool to improve relationship and maintain contact with existing customers, as well as to introduce new products to them.
- Makes it easy to expand sales territory as the phone allows you to call local, national and even global prospects.
An increasing number of people have become averse to telemarketing.
- More people are using technology to screen out unwanted callers, particularly telemarketers.
- Government is implementing tougher measures to curb unscrupulous telemarketers.
- Lots of businesses use telemarketing.
- If hiring an outside firm to do telemarketing, there is lesser control in the process given that the people doing the calls are not your employees.
- May need to hire a professional to prepare a well-crafted and effective script.
- It can be extremely expensive, particularly if the telemarketing is outsourced to an outside firm.
- It is most appropriate for high-ticket retail items or professional services.
This kind of advertising entails the use of imprinted, useful, or decorative products called advertising specialties, such as key chains, computer mouse, mugs, etc. These articles are distributed for free; recipients need not purchase or make a contribution to receive these items.
Advantages
- Flexibility of use.
- High selectivity factor as these items can be distributed only to the target market.
- If done well, target audience may decide to keep the items, hence promoting long retention and constant exposure.
- Availability of wide range of inexpensive items that can be purchased at a low price.
- They can create instant awareness.
- They can generate goodwill in receiver.
- The items can be used to supplement other promotional efforts and media (e.g. distributed during trade shows).
- Targeting your market is difficult.
- This can be an inappropriate medium for some businesses.
- It is difficult to find items that are appropriate for certain businesses.
- Longer lead time in developing the message and promotional product.
- Possibility of saturation in some items and audiences.
- Wrong choice of product or poor creative may cheapen the image of advertiser.
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