Is Advertising Important for customers ?

 "Hey Tata Sky has recently launched a mobile plus internet recording device inbuilt in its new Tata Sky connection". "From where did you got this good news?". Ram asked to Suraj. Suraj told that he got this news through an advertisement campaign shown in the television. Here we can see that how an advertisement can help people in being aware about the changes in products and services offered by the companies. If there would be no advertisement people would not be able to know which product is best and suitable for them according to their needs, tastes and preferences

 There are thousands of products in the same line, say in cosmetics you can find Fair & Lovely, Fairever, Olay, Ponds Magic. These all are fairness creams of different companies, if there would be not advertisement, people would hardly be able to know most of them and their utilities. The advertisements keep customers and the products live to each other. For an instance, Intially the concept of detergent powders was initiated by "Nirma". At that time, advertisements and ad campaigns help Nirma to reach its potential customers. 

When competition arises and other market players like HUL, P&G came in detergents along with Active Wheel and Tide followed by Ghari, Nirma saw a deep fall in its sales volume. This is because these forthcoming companies came to the market with an aggressive marketing & advertisement strategies. Today you will rarely see an ad of Nirma. So Advertisements are really important for the customers. Apart from making them aware about the existing products, it also make them able to compare the products and services. 

Advertising help customers in making choices. Just leave business terms aside, when government has to announce something massively, it convey the message to whole through an ad campaign.

Television Based Advertising: Electronic Media

So far,the television advertising market has crossed the benchmark of more than billions of dollars. Actually television advertising is such a source of advertising that keeps the products and services of any companies live among the existing customers. That's the reason FMCG, IT, Pharmaceutical & now mobile manufacturing companies are in queue to bid more and more so that their products could be featured in most seen tele soaps. All the advertising costs are calculated on behalf of TRP (Television Rating Points). The channels which have more TRP, obviously they would charge according to that.

Today in India there are more than 220 television channels approved by Ministry of Information & Broadcasting. All these channels have been differentiated on their genre. But the major category of channels belong to news. According to the channels report, despite of majority of news channels, Star Plus, Zee TV and other channels which feature women based serials are seen most by the majority of women in India and somehow they have got better TRPs than the other channels. The TRP of such channels has now increased by the reality shows.

When a company has to advertise on any of these channels, firstly they had to get their ad campaigns made by any of the professional ad makers. Actually the campaign videos are made by the experts as the concept of the advertisement should reach in viewers mind in that given period of time. Generally these videos are of 15 - 30 seconds. This is because screening of such videos on television channels are charged as per second.

Now you can make an idea of the costing of any of the products of which the bollywood stars are campaigning. While making of the ads these actors and models are paid a huge amount. After them, ad making companies take a huge amount as well. According to one of the media expert in New Delhi (India), if a campaign would be shown for a minimum of six months it will cost more than 70 lakhs.

Advertising brings sale to companies but increase a price load on customers and its too bad.

Paper Based Advertising : Print Media

No doubt a paper printed with text on it have a great impact on anyone, just remember your school time, it was your book printed with lessons on it taught you a lot at that time. Today, in the era of electronics, still print media has got its own importance in the form of newspapers, magazines, booklets and pamphlets. There are number of people who prefer to read daily served newspapers along with their cup of tea. So far, there are more than hundreds of newspapers read daily in the various parts of India. The total number of copies which are sold a day are more than 1 Cr.

It means that the words printed on newspaper is read by a minimum of 1 Cr population. That's gave the newspaper companies to earn money selling their spaces for advertising. This was also beneficial for advertisers, they got a chance to promote their products through newspapers. Hence, it brought a new way of advertising. That is in the form of print media. Advertising in newspapers can cost you from 10,000 to 1 lac depending on the sizes of the ad formats.

The other next option is advertising through magazines. But here the advertisers prefer to put their ads on the related contents magazines. For example, if the advertiser or a company from automobile would definitely prefer to publish their ads in automobile magazines like, Over Drive, Auto Car India. This would bring their autos in the groups of targeted and prospective auto buyers. The other advertisers also think in the same way.

All the above mentioned advertising sources are some how cheaper than the other mediums of advertising in print media. But still there are few companies or organizations who choose to promote their products & services through pamphlets. But the cost of advertising through pamphlets is more costlier than newspapers and magazines. Secondly it doesn't have large numbers of viewers due to limited distribution network.

But here is the most important question "Does print media advertising really works?". For last 5 years it has been seen that the newspaper publishing companies are growing at a faster rate. Even you can easily find district wise newspaper publishing companies in most part of India, publishing the local news in the local languages. You know why? This may be because of the advertising revenue earned from the major newspaper companies would have been observed by the little players in this sector.

Actually on the name of news the local and the growing newspaper companies publish weird news details which does not worth to be published in public. But as the newspaper companies have to give 22 pages printed paper along with highly paid advertisements and to collect big bucks they publish these mess. Probably you would have learn law of diminishing marginal utility. This law states that when a product reaches its maximum, a consumers interest towards that product starts declining. Ironically, the same law applies here.

More newspaper companies, the same news with different headings and different images can't make the people, fool. No doubt, copies of the newspapers are sold but very small number of population assumes those to be true and reliable. So may be they would have now come to know what exactly these newspapers are carrying in 29 pages books. These contains 80% advertisement and 20% news. So any one can figure it out that how many readers would value these newspapers.

Advertsing & Marketing : The Great Tools For A Business.

Advertising always remained an integral part of any business whether its a small scale, medium or giant business structure. Each and every business groups use different kinds of advertising methodologies to promote their products among customers. No doubt, the monopolistic market structure has reduced a great extent but it lead to an extensive competitive market. Here is there were 1000 of customers, you may find more than 500 product manufacturers satisfying these customers' needs.

So, it becomes a confused situation for customers to decide with which products they should move on. For example if we talk about FMCG (Fast Movable Consumable Goods) , we would find, HUL (Hindustan Unilever Ltd), Procter & Gamble, ITC & other renowned brands having a large market capitalization in FMCG market. This really depicts the competitive face of market structure. This is not constraint only to FMCG products only, even the same level of crowd can be seen in Technology, Engineering, Pharmaceuticals & other categorized industries.

Here advertising plays a vital role in making customers aware of the products. So all these business groups apply various of advertising & marketing strategies to have greater exposure & large number of satisfied customers base resulting into a large sales volume. So far the traditional way of advertising say Print Media ( Newspapers, Magazines, Brochures), Electronic Media (Televisions, Radios) were available in 90, but the arrival of internet broaden the application of advertising & promotions.

Once web language arrived and people started interacting with internet media, then it was found that advertising may have a new approach and that can be Internet Marketing. The best example of Internet Advertising is Google Adwords. As people started looking for anything on Google it became the worlds' no. 1. search engine where you can search for any information that you need. Increasing number of Google users attracted big companies who always remained in some new source of advertising to reach a large group of audiences.


Apart from Google Adwords, companies started peeping into the personal emails of the customers through e-mail advertising , e-zine advertising, affiliate marketing & other internet based mediums of advertising & promotions. So, start from the beginning we saw a dramatic change in the forms of advertising. According to a site the internet based advertising was worth $ 38.8 million. And the accelerated pace has added more worth to advertising market.