UNDERSTANDING ADVERTISEMENTS

 

CLASS-VII                           SOCIAL AND POLITICAL LIFE-II

CHAPTER 7.                UNDERSTANDING ADVERTISEMENTS

Where we get advertisements?

•        TV, Radio, Newspapers, Hoardings

•        Taxis and Rickshaws

What advertisements do?

•        Draw attention to products

•        Describe the product

•        Create interest to buy the product

Branding

•        Builders Brand: stamping product with particular name and sign

•        Branding differentiate it from other products

•        Pulses are sold as: urad, moong, tur (now 24 organics or Top Taste Daal- branding)

•        Convince to use that product- either as value or taste (in above example)

•        Helps to give an appealing image

•        People judge others based on brands used

•        Branded pulses would cost more than loose pulses- cost of packaging and advertising included- no more insects, no more requirement to seal, longer shelf life

•        Linking personal emotions to advertisements – help to increase sales

•        Publicized by film stars or heroes- links to life style of rich

•        Life style: Peoples lives being identified by the products they own, the clothes they wear, the places they eat in, etc.

•        Patanjali: popularized by Baba Ramadev (Indigenous Brand)- comparing prices

 

 

 

 

What the reality?

•        A popular model may charge Rs.5 lakhs or more per advertisement

•        The telecast rate for a 30 second advertisement on a major TV channel is Rs. 1.65 lakh

•        Cost of bringing out a quarter page color advertisement in a leading news paper is Rs. 8.36 lakh

•        Costs a lot of money

•        Only large companies can advertise

•        Home made industries- cannot advertise

•        Sell in weekly markets

•        Packaged product negatively affects the small business- quality creates lack of respect for poor and small industries

•        Those who cannot afford to buy feel unhappy or bad

•        These usually focus on lives of rich- equality in society is not matched

•        Plays strong influence on daily lives

How is advertisement made?

•        Not easy

•        Lot of market research is involved

•        After seeing advertisement- person must intent to buy

•        Associate them

 

 

 

………The end………