Current Development in Advertising

8/3/2019 Current Development in Advertising

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CURRENT DEVELOPMENT IN ADVERTISING

FORM OF CONSENTSOn September 28, 2004, the Commissioner released a factsheet to clarify and unify several important findings issued inlate 2003 and early 2004 regarding the appropriate form ofconsent (positive, negative or implied) under PIPEDA

TELEMARKETINGIn a decision issued on May 21, 2004, the Canadian Radio televisionand Telecommunications Commission (the "CRTC")strengthened its current requirements with respect totelemarketing in several respects, including: When placing voice calls, telemarketers must tell consumers rightup front-why they are calling and who is sponsoringthe call.

CONSUMER PROTECTION REGULATIONSCOST OF CREDIT DISCLOSUREAlthough the Consumer Protection Act, 2002 (the "CPA2002") was passed by the Ontario Legislature in December2002, the CPA 2002 remains unproclaimed, and the

regulations necessary to give effect to the CPA 2002 have onlybeen issued in draft by the Ministry of Consumer and BusinessServices (the "Ministry"). Among other things, these draftregulations will affect the manner in which businesses advertiseoffers of consumer credit and lease arrangements

COSMETICSOn March 27, 2004, the Department of Health publisheddraft amendments to the Regulations under the Food and Drugs

Actrelating to cosmetics (the "Cosmetics Regulations") in anattempt to help Canadian consumers understand what makesup their cosmetic products.

PREDATORY PRICINGIn light of the Federal Court of Canada's decision inCulhane v. ATP Aero Training Products ("Culhane"), issuedon April 6, 2004, advertisers may want to think twice before

enticing potential customers with offers of free products or services.TRADITIONAL WAY OF ADVERTISING


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NewspaperAds

Ads in your local newspapers containing your web site address can be aninexpensive way to build up knowledge of your web site in your community.This works especially well for small retail or service businesses whosecustomers and clients are mainly local.

IT SHARE 55% IN ADVERTISING

Radio Ads Radio ads are usually less effective due to the necessity of listeners havingto write down your web site address. If your URL is simple, short, or easy toremember, radio ads can be an inexpensive way to reach a large targetedaudience. IT SHARE 25% IN ADVERTISING

TV Ads Focus on local cable ads for best bang for the buck. Try to target specificshows that you believe your target customers will be watching. If that is notpossible, at least select the cable network that they are most likely to watch.

Make your ads short, focussed, and right to the point. Dont be tempted tomake an entire sales pitch in your commercial. Just focus on a singleinteresting reason they should go to the web site. IT SHARE 10% INADVERTISING

MagazineAds

Target trade journals, special interest magazines. Several smaller ads, eachwith a different teaser, but all requesting user visit your web site for solution

or more information is often more effective than fewer larger ads. Focus oninteresting, unique bits of information that will catch reader attention. ITSHARE 10% IN ADVERTISING

Recent development

Method of advertising

Bandwagon Advertising

Well, this is nothing but a propaganda advertising technique, which
http://www.buzzle.com/articles/examples-of-propaganda-techniques.htmlhttp://www.buzzle.com/articles/examples-of-propaganda-techniques.html


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aims at convincing the user that everyone else is using theproducts or everyone in the customer base, is in favor of thebrand. This compels the consumer to at least think about buyingthat product and check what everyone else is raving about.

Bandwagon advertising is a strategy that is based on consumerpsychology and hence, is an effective advertising technique whichcan be used via any media, be it print, electronic or broadcast.

Testimonials and Endorsements

Ever wondered why Colgate brought Brooke Shields on board topromote their toothpaste? Or did you know that Keanu Reeves hadonce been a part of an advertisement for cornflakes? Well, an

endorsement from a celebrity or a public figure is reason enoughfor certain customers to try a particular product. Such testimonialsor endorsements are a great way to advertise particular productsand services.

Surrogate Advertising

Several national laws have banned the advertising of products likealcohol or cigarettes. Owing to this, many umbrella brands have

come up with an advertising technique which only promotes theumbrella brand name which of course, also reminds the consumerof the products that have been banned from advertising. Forexample, Kingfisher doesnt need to advertise its beer when thegeneral brand name, also conferred to the aircrafts, are beingadvertised publicly.

Keyword Advertising

Commonly, keyword advertising is also known as pay per click

advertising or cost per action advertising. Although, Yahoo was thefirst company to venture into keyword advertising, it is Google Adwords program which is now most popular for its keywordadvertising.

Mobile Advertising

Yes, as annoying as it might be for you to receive advertisements

on your cell phone, it is now a fact that mobile advertising or cell

phone advertising is one of the most effective ways of advertising.


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A message on the mobile phone rarely goes unnoticed and hence,

qualifies as an effective marketing or advertising tool!

Old Advertising Agencies in India

JWT

Mumbai - 400 013

O & M

Mumbai 400 013ogilvy.com

Mudra

Mudra Communications Pvt Ltd

, Ahmedabad 380 006

FCB-Ulka Advertising Ltd

Mumbai - 400 021

Rediffusion-DY&R

Young & Rubicam Ltd, Mumbai

McCann-Erickson India Ltd

New Delhi

RK Swamy/BBDO Advertising Ltd

Chennai

Grey WorldWide (I) Pvt Ltd

, Mumbai

Contract

ContractAdvertising (India) Ltd , Mumbai

new Advertising Agencies

Leo Burnett India Pvt Ltd

New York, NY


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Saatchi & Saatchi of New York

New York, NY

180 Amsterdam

THE NETHERLANDS

R/GA of New York

New York, 10018

Abbott Mead Vickers of London

London

Academy Productions LtdLondon

Bartle Bogle Hegarty of New York

United Kingdom

Crispin Porter+ Bogusky of Miami

Boulder, CO -

Fallon London of London

London

George Patterson Partners of MelbourneCollins St

Service of new agencies

1. Creative department ===

The people who create the actual ads form the core of an advertising

agency. Modern advertising agencies usually form their [[copywriter]]s and


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[[art director]]s into creative teams. Creative teams may be permanent

partnerships or formed on a project-by-project basis. The art director and

copywriter report to a [[creative director]], usually a creative employee with

several years of experience.

2. Media services ===

The ''media services'' department may not be so well known, but its

employees are the people who have contacts with the suppliers of various

creative media. For example, they will be able to advise upon and negotiate

with printers if an agency is producing flyers for a client. However, when

dealing with the major media (broadcast media, outdoor, and the press), this

work is usually outsourced to a media agency which can advise on ''media

planning'' and is normally large enough to negotiate prices down further thana single agency or client can.

3.Production

Without the ''production'' department, the ads created by the copywriter and

art director would be nothing more than words and pictures on paper. The

production department, in essence, ensures the TV commercial or print ad,

etc., gets produced. They are responsible for contracting external vendors

(directors and production companies in the case of TV commercials;photographers and design studios in the case of the print advertising or

direct mailers).

4. Other departments and personnel ===

In small agencies, employees may do both creative and account service

work. Larger agencies attract people who specialize in one or the other, andindeed include a number of people in specialized positions: production work,

[[Internet advertising]], planning, or research, for example.

An often forgotten, but integral, department within an advertising agency istraffic. The traffic department regulates the flow of work in the agency. It istypically headed by a traffic manager (or system administrator).


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Besides ideas, goods & services what is advertisingselling todays

Sooner or later, just about every media plan (especially those online)

includes the line, "and we'll sell advertising." More often than not, this is apipe dream. Here's why:

There are two kinds of advertising and this leads to two kinds of ad sales.

The first kind is the rational kind. Yellow Page ads, direct mail and GoogleAdWords fit into this category. This is advertising that works, if 'works' isdefined as, "pay $3 and make $4." With measurable direct advertising, youcan count on profit-minded small organizations to give it a try (small buys)and if it obviously makes money, to buy some more. While it helps to havea salesforce, it's not essential (if the ads are really and truly moneymakers). Most media companies end up with this sort of advertising, andmost of them fail, because the advertising just isn't effective enough to bethis obviously profitable.

The second kind of advertising is the glamorous kind, the kind that people

think of when they think of the Super Bowl or Time magazine or of

profitable ads that are worth selling. These are the ads that built Yahoo,

the ads that built NBC and the ads that so many entrepreneurs and media

moguls are counting on. These ads don't sell because they work. They sell

because they are sold.

Current Development in Advertising

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