REGENT UNIVERSITY COLLEGE OF SCIENCE ND TECHNOLOGY

LEVEL 400 ADVERTISING

What is Advertising
It is a form of communication that typically attempts to persuade potential customer to purchase or to consume more of a particular brand of product or service. It is making known in order to sell Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."(Bovee, 1992, p. 7)

Advertising Cost
Large sums of money may be spent on advertising that sells what is not, strictly speaking, a product or service such as political parties, interest groups, religious organizations, and military recruiters. Advertising spending - 2006, $155 billion in the United States and $385 billion worldwide, and the latter to exceed $500 billion by 2010. Where are all these huge sums coming from? - The consumer. Advertising cost is calculated as production cost.

Types of Advertising
Consumer Advertising Advertising targeted at general consumers usually on Consumer Goods (FMCGs) and on Consumer Durables Covert advertising When a product is embedded in entertainment and media. E.g. a movie character using an item or other of a definite brand Business To Business Advertising It is advertising that targets businesses based on the jobs they do. Such companies use direct mail or place ads in trade magazines.

Types of Advertising
Co-Op Advertising: In this type of advertising the manufacturer absorbs a portion of the cost and can also supply all the artwork for the ads. Public Service Advertising (PSA's): It is advertisements done for the good of local communities. PSA's are a great way to promote your company in a positive light. Television commercials: In such situations, TV networks charge for commercial airtime during popular TV events. This may features a song or jingle that listeners soon relate to the product.

Types of Advertising
Infomercials: Alsoknownasdirectresponsetelevision (DRTV),there are two types of infomercials - long and short form Long form infomercials have a time length of about 30 minutes, whiles Short form is about 30 seconds to 2 minutes long. The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product

Types of Advertising
Newer media and advertising approaches: They are other media poised in overtaking television such as: E-mail advertising Unpaid advertising (also called word of mouth advertising), can provide good exposure at minimal cost. Personal recommendations: It takes on the form bring a friend.

Newer Media (Cont.)

Spreading buzz/achieving the feat: It is the act of equating a brand with a common noun. E.g. Kleenex - tissue, Vaseline - petroleum jelly, Hoover - vacuum cleaner. Mobile Phone Advertising: The mobile phone became a new mass media in 1998 when the first paid downloadable content appeared on mobile phones in Finland. Mobile phone advertising was first launched in Finland in 2000. By 2007 the value of mobile advertising had reached 2.2 billion dollars and providers such as Admob delivered billions of mobile ads. Social network advertising. It is Online Advertising with a focus on social networking sites. E.g. Facebook, Flixters

Advertising Media Above-the-line

Above the line media refers to the traditional mass media (TV, Radio and Press and recently Cinema and Outdoor). Television Television is a widely used telecommunication medium for sending (broadcasting) and receiving moving images, either monochromatic (black and white) or colour, usually accompanied by sound. The word is derived from mixed Latin and Greek roots, meaning "far sight": Greek tele, far, and Latin visio, sight Discuss advantages and disadvantages

Advertising Media Below-the-line

Below-The-Line It refers to any other medium used apart from the traditional ones. They offer services to a smaller but more targeted audience. Through-the-line In this day and age, advertisers will try to have through the line campaigns which exploit both the above-the-line media routes to ensure a mass presence and the below-the-line routes to ensure there is little wastage in terms of their target audience.

Methods of Below-the-line
Price promotions: Price promotions are also commonly known as price discounting. These can be done in two ways: A discount to the normal selling price of a product More of the product at the normal price Price promotions however can also have a negative effect by spoiling the brand reputation or just a temporary sales boost. It can be done using Coupons, Gift with purchase, Competitions and prizes

Methods of Below-the-line (cont)

Money refunds: A customer receives a money refund after submitting a proof of purchase to the manufacturer. Customers often view these schemes with some suspicion particularly if the method of obtaining a refund looks unusual or onerous.

Examples of BTL promotion

The may come in the following forms: Ring tones and music videos on cell phones Various companies sponsor sport events to promote their brand. Nowadays some media hold weekly events in which companies can put up their stalls, display banners and posters and arrange for some fun activities. These events give the companies a platform at very low price to promote their brand and increase visibility among target consumer.

Examples of BTL (cont)

Most of the pharmaceutical companies do BTL promotion by getting shelf space through doctors to display their products or by giving away free calcium tablets again through doctors. BTL promotions are gaining popularity among all big companies nowadays considering their effectiveness because of the individual customer promotion at a price, which is much lesser than the normal media promotions.

The Trinity of Advertising

ADVERTISING AGENCIES
Advertising Agencies are independent firms composed of creative and business people who develop, prepare and place ad. The fundamental objectives of advertising agencies are the same no matter their size. Plan Clients total advertising programme Select and contract for the media in which ad will appear Prepare advertising message Produce the finish advertising in the form required by the different media Handle record keeping and accounting for client

History of Advertising Agencies

Volney B. Palmer opened the first American advertising agency, in Philadelphia in 1850. This agency placed ads produced by its clients in various newspapers. In 1856 Mathew Brady created the first modern advertisement when he placed an ad in the New York Herald paper offering to produce "photographs, ambrotypes and daguerreotypes.

History of Advertising Agencies

His ads were the first whose typeface and fonts were distinct from the text of the publication and from that of other advertisements. At that time all newspaper ads were set in agate and only agate. (An agate is a unit of typographical measure. It is 5.5 typographical points). His use of larger distinctive fonts caused a sensation. Later that same year Robert Bonner ran the first full-page ad in a newspaper.

History (cont)
In 1864, William James Carlton began selling advertising space in religious magazines. James Walter Thompson joined this firm in 1868. Thompson rapidly became their best salesman, purchasing the company in 1877 and renaming it the James Walter Thompson Company, which today is the oldest American advertising agency. Realizing that he could sell more space if the company provided the service of developing content for advertisers, Thompson hired writers and artists to form the first known Creative Department in an advertising agency. He is credited as the "father of modern magazine advertising" in the US

Types of Agencies
There are several types of agencies especially with the coming in of IT. However the known ones are: Full Service Agencies They offer a wider range of services and much or all the work is done internally. They work on a combination of fee-based and commission based compensation. The fee is paid by the client. Commission is a payment from the media to the agency and used to be a standard 15% of the cost of the advertisement.

Types (cont.)
Medium Service Agencies They handle moderate clients and may not do all the work internally. They may also work on a combination of fee-based and commission based compensation. A la carte Agencies They are creative agencies whose aim is to perform a particular task and be paid for by the owner In-house Agencies They are a do-it-yourself form of advertising agencies. They are usually started and run by a company supervised by the advertising manager.

How Agencies make money

Agencies receive the bulk of their income from Commissions. For agencies to be eligible to a commission system, they must be: Recognised Professionally competent Meet financial requirement of the media The ruling of April 1965 brought a revolution into the advertising agency setups. The ruling also changed the commission system.

The mathematics of agency fees XcreationwasappointedbyTTBros.torunan advertisingcampaignforathreemonthperiod. Theagreedscheduleswereasfollows:Radioad wouldbedone28timesoneachofsomethree selectedstationsatthecostofGH150perrun. TVadwouldbedone42timesoneachofthe fiveTVstationsinGhanaatGH230perinsert. Pressadwillbedoneinfiveselectednewspapers of21

placementineachpaperatGH800perplacement. Xcreationwasalsotaskedtoplace8billboardsineach region.ThecoststoodatGH3,200perboardhoisted. InitialcostforthethreemediastoodatGH28,000whiles thatforthebillboardstoodatGH30,000.Xcreationwere abletonegotiateandgeta21%commissionfromthe mediaand16%asmarkup.Calculate Howmuchwaspaidtothemedia? Commissiononly HowmuchTTBros.paidinall? TotalprofitofXcreation

Assignment
Q&AisanAdvertisingAgency.Itwas contractedbyKKandCo.toconducta completecampaignforitsnewproduct, AmoSoft.Q&Asestimateswereas follows:5timesadayforfiveworkingdays onthreeselectedradiostations@GH130 perslotforthreemonths;4timesadayfor fiveworkingdaysoneachofthefive televisionstationsforthreemonths@GH 220perinsert;

Afullpagecolouradonthreeselectednewspapersfor40dayseach@GH 900.Q&Aalsosubmittedthattheywillbehostingfivebillboardsineach region@GH2500fireach.Wantingtomakethingsclearer,Q&Aseparated initial/preparatorycostfromwhatwillgotothemediainitialcostforthethree TV,RadioandPressstood@GH40,000andthatforthebillboardsstoodat GH25,000.Theywereabletosecure18%ascommissionfromthemediaand themarkupstoodat14%.Fromtheinformationgiven,calculatethefollowing: HowmuchprofitinalldidQ&Amake? HowmuchinalldidKKandCopay? Howmuchwasmarkup;Howmuchwascommission? HowmuchwaspaidtothethreemediaRadio,TVandPress? IsthepaymentdonebyKKandCo.justifiable(Notmorethantwosentences)

Selecting an agency
The process used in selecting an agency is known as shopping for an agency. It can be done through Headhunting: Getting an agency through introductions The bidding system

Before appointing and agency

Before appointing an agency, the client must Be sure of the kind of charges it takes (retainer, commission, others) Ensure that agency is not handling competing client Not sign a long term contract Pick a trustworthy agency

ADVERTISING BUDGET
Thisrepresentsthetotalamountofmoneyabusinessperson decidestoinvestinadvertising.(KeywordInvest) Therearevarietyofwaystodeterminehowmuchanorganization shouldsetasideforadvertisingpurposes.Thesimplestandmost commonisPercentageofGrosssales. Whenplanninganadvertisingbudget,onemustconsiderthe following: Allowforacontingencyfundtobeusedforunexpectedsales opportunities Bespecificontheadvertisingmoneytobespentduringagiven period Selectandschedulefromthevariousmediaavailable Keepbudgetflexible

Estimating Cost
TheusualbenchmarkforcomparingcostsofmediacostisCost perThousand(CPM).Itisusedtodeterminehowmuchitwould costtoanadvertisertoreach1,000peoplethroughagiven medium.. TocalculateCPMdividethecirculationfigureofthemedium intothecostofthead. E.g.Apublicationwithacirculationof24,000readerswithanad insertionofGH720canbeestimatedthus: NBRoundoffthecirculationfiguretothenearest1,000 720/24=GH30. Meaning:AcompanyspendsGH30toreacha1000people

SIX THINGS YOU DONT DO

Dontspreadadbudgettoothinbytryingtobeinalotof differentpublications. Dontsignanymediacontractuntilyouhavehadtimeto evaluateitandwhenyouarecertainthecostiswithin advertisingbudget. Dontpurchaseadspaceortimeonlyinthemediayoulike. Themostimportantconsiderationisyourcustomershabits Dontjumpintothefirstissueofanewpublication Dontfallforhighpressuresalespitches Dontgetstuckineveryprogrammeorpublicationforced onyou.

AnAgencyhasalotofspecialiststaffsuchas: Copywriter ArtDirector CreativeDirector PublicRelationsManager MarketingManager MediaPlanner MediaBuyer AccountExecutive

AD AGENCY STAFF

Copywriting
Copywritingisadvertisementinwriting. Towriteagoodcopy,aclassicformulausedmostlyistheAIDA. ThishasbeenstretchedfurthertoAIDCA. Attention:seenintheheadline:Aheadlinewithoutattentionis worsethanuseless. Interest:seeninthesubheadline Desire:seeninthetextcopy.Convincethecustomeronhis/her needfortheproduct. Conviction:seeninthebodycopy.Itdoessomethingto convincecustomer.(Talkaboutingredientetc) Action:seenattheclosing.Tellthecustomerhow,when, whereetcheshouldgoforit

The Headline
TheHeadlinehasbeendescribedasthefirstimpressionofan advertisingcopy. Inprintaditistheheadlineandvisuals Inbrochures,itisthecover InTVandradio,itisthefirstfewwords Indirectmailitisthecopyontheouterenvelope Insalepresentation,itisthefirstfewslides.

Functions of the Headline

Theheadlinehasfourfunctions: Getattention Selecttheaudience Deliveracompletemessage Drawthereaderintothebodycopy

Eight Headlines That Work

Direct:Theystatethesellingpropositiondirectlywithoutwordplay Indirect:Itmakesitspointinaroundaboutway News:Itisputtoactasteasers HowTo:Itoffersthepromiseofsolidinformation Question:Theyfocusonthereadersselfinterest,curiosityandneeds Command:Ittellscustomerswhattodo Reasonwhy:Itisusedwhentheideaisoinformthecustomerthroughalist Testimonial:Itiswhereacelebrityorcustomersvoiceispicked complimentingtheproduct.

Important Things To Remember

Whenplanningyoursalead,keepthefollowinginmind Phonydiscountsof1050%butbesureyouareofferingalegitimatebargain FeaturethewordSALEaslargeaspossible Bespecificaboutthetypeofsaleyouarepromoting Followallthestepsgivenpreviously Ensurethatphotosaresharp Followupadbydecoratingtheinteriorandexteriorofyourstore

Layout
Anadvertisementlayoutcanbedefinedasthesystematicdesignof size,colorscheme,graphics,objectandtextplacementtosend intendedmessagetothetargetaudience.

Categories of layouts
ThumbnailLayouts:Theyaresmallerinsizeandcanbedoneveryquickly. Thesearedoneseverallyforonetobefinallyselected RoughLayouts:Alsoknownastissuesaredoneintheactualsizeofthead, indicatingthemajorelementsandtheirplacementwithsmallamountof detail.Thebalance,flowandunityisestablishedhere FinishedLayout:Completewithenoughdetailssotheycanbeusedfor advertisersapproval.Illustrations,photos,copyandletteringareclearlyand neatlyindicatedintheproperpositionandsize ComprehensiveLayout:Theyareusuallythemostexpensive.Headlines, andsometimescopyaresetintypeandpastedinposition

Ideas on Layouts
Putyourattentiongettingmessageinthesecondquarterdown thepage.Thisisconsistentlytheplacewherepeoplelookfirst. Ifyouaregoingtouseapicture,placeitinthetopquarter ofthepage,abovetheheadline. Keeplayoutsimple Haveastrongfocalpoint Usephotographsthathaveinterestandappealenoughtolure Dontusetoomanyfontsizesandtypes Allowforwhitespace

Artwork
Artworksinadvertisinglayoutcanbedoneonadoityourself basis.Thiscanbedoneinanyofthefollowingways: Clipart Drytransferlettering:Placingdonelettersonatraceablepaper andshadingthrough Graphictapes:Theyarecolouredgraphictapeswhichcanbe cutorshapedtomeetrequiredshapeusedespeciallyforgraphs

The Logotype/Trademark
Theirmainpurposeofusageistoidentifyorganizationsandtosingleouttheir productsfromcompetingones. ThetermLogotypeandTrademark,thoughusedinterchangeablyhavedifferent meanings: ATrademarkisanysymbol,nameorgraphicdesignorcombinationofboth usedbyamanufacturertoidentifyacompanyanditsproducts.Othernames usedforitarecorporatemark,emblem,insigniaetc ALogotypeisthenameofthesponsorofanadwithorwithoutatrademark.It isusuallyfoundatthebottomoftheadreferredtoasalogo,signatureorsig cut.

Using Trademark/Logotype
Usingsymbolslikeanimalsshouldtieintotheproduct.E.g.Lion EnergyDrink Ensurethatinitialsaretremendouslyexposedbeforeusingthem Betterincorporatenametosymbolstoavoidconfusion Theconceptofthetrademark/logoshouldbeoriginal;simpleindesign, legible;appropriatetotheproduct Forretailstores,include,storename;typeofstore;addressandphone numbersaswellasslogan/strapline.

Remember
Trademark/Logocanbeusedforalongtimehencerememberto Keepthedesigncleanandsimple Includecompanyaddressandphonenumbers Avoidthinlineletterings Donotapplytints Dontuseexotictypefacesthatmaylookgoodtodaybutcanfadethenext day

Basic Rules in Advertising

Therearethreebasicrulesthatappliesinadvertising.Theremaybeothers buttheyallfindtheirrootsinthesesthree.

Advertisingmustbetruthfulandnondeceptive; Advertisersmusthaveevidencetobackuptheirclaims;ad Advertisementscannotbeunfair.

Deceptive Advertising
Anadisdeceptiveifitcontainsastatementoromits informationthat: Islikelytomisleadconsumersactingreasonablyunderthe circumstances

Unfair Advertising
Anadisunfairif: Itcausesorislikelytocausesubstantialconsumer injurywhichaconsumercouldnotreasonablyavoid Itisnotoutweighedbythebenefittoconsumers.

How is a deceptive ad determined?

Theadislookedatfromthepointofviewofthereasonableconsumerthe typicalpersonlookingatthead.Ratherthanfocusingoncertainword,theadin contextwords,phrases,andpictureswhatitconveystoconsumers.A deceptiveadisdeterminedthrough Theexpressandimpliedclaims. Anexpressclaimisliterallymadeinthead.Forexample,"AkomaAPCprevents colds"isanexpressclaimthattheproductwillpreventcolds. Animpliedclaimisonemadeindirectlyorbyinference."AkomaAPCkillsthe germsthatcausecolds"containsanimpliedclaimthattheproductwillprevent colds.

Cont.
Whattheaddoesnotsayisalsolookedat. Anotherwaytocheckdeceptionatwhethertheclaimwouldbe "material"thatis,itsimportancetoaconsumer'sdecisiontobuyor usetheproduct.E.g.Product'sperformance,features,safety,price,or effectiveness. Whethertheadvertiserhassufficientevidencetosupporttheclaims inthead.

How does a company supports a claim made?

Beforeacompanyrunsanad,ithastohavea"reasonablebasis"forthe claims.A"reasonablebasis"meansobjectiveevidencethatsupportsthe claim. Thekindofevidencedependsontheclaim.Ataminimum,anadvertiser musthavethelevelofevidencethatitsaysithas. E.g.IfproducersofAkomaAPCsaystwooutofthreedoctorssayitis good,theymusthaveconcretedocumentresearchtoproveit.

Advertising claims mostly focused on

Thoughalladsarefocusedon,authoritiesshoulddowelltopayclosestattention to: Adsthatmakeclaimsabouthealthorsafety,suchas: Theirproductswillreducetheriskofskincancer. TheirWaterFiltersremoveharmfulchemicalsfromtapwater. Thosethatclaimtheirproductsreducetheriskofinjury. Adsthatmakeclaimswhichconsumerswouldhavedifficultyevaluatingfor themselves,suchas:E.g. TheRefrigeratorswillreduceyourenergycostsby25%. VPowerdecreasesenginewear. ABCHairsprayissafefortheozone.

What to do when a competitor is running a deceptive ad

Youcansue(TheLanhamAct)thecompetitorformakingdeceptiveclaimsin ads. FileacomplaintwiththeAdvertisingRegulatoryAuthority. Itinvestigatesallegationsofdeceptiveadvertisingandgivesadvertisersa mechanismforresolvingdisputesvoluntarily. Lettheradiostation,televisionstation,orpublicationknowthattheyare runninganadyouthinkmaybedeceptive.

Endorsements and Testimonials

Allendorsementsmustreflectthehonestexperienceoropinionof theendorser. Endorsementsbyconsumersmustreflectthetypicalexperienceof consumerswhousetheproduct. Ifanendorsementdoesn'treflectusers'typicalexperience,thead mustclearlydiscloseeitherwhatconsumerscanexpecttheir resultstobeorthelimitedapplicabilityoftheendorser's experience. Endorsementsbycelebritiesmustreflectthecelebrity'shonest experienceoropinion.Iftheendorsementrepresentsthatthe celebrityusestheproduct,thatcelebrityactuallymustuseit.

Togiveanexpertendorsement,apersonmusthave sufficientqualificationstobeconsideredanexpertin thefield. Advertisersalsomustdiscloseanymaterial connectionbetweenapersonendorsingaproductand thecompanysellingtheproduct.

BRANDING
Abrandreferstothedescriptiveverbalattributesandconcretesymbolssuchas aname,logo,slogan,anddesignschemethatconveytheessenceofacompany, productorservice. Inbrandingthepsychologicalaspectcanbedifferentiatedfromtheexperiential aspect.Theexperientialalsoknownasthebrandexperienceisbasedonthe contactsindividualshavewithaproduct.Thepsychologicalaspectalsoknown asthebrandimage,isasymbolicconstructcreatedwithinthemindsofpeople.

Branding cont.

Abrandwhichiswidelyknowninthemarketplaceacquiresbrand recognition.Whenbrandrecognitionbuildsuptoapointwhereabrand enjoysacriticalmassofpositivesentimentinthemarketplace,itissaidto haveachievedbrandfranchise. Onegoalinbrandrecognitionistheidentificationofabrandwithoutthename ofthecompany.E.g.Disney(changedfromanametoabrand);Vaselineetc.

Brand Name

Thebrandnameisoftenusedinterchangeablywithbrand.A brandnamemayconstituteatypeoftrademarkifthebrand nameexclusivelyidentifiesthebrandownerasthecommercial sourceofproductsorservices.E.gShell

Brand ID
Brandidentityistheoutwardexpressionofthebrand,suchas nameandvisualappearance Itishowthebrandownerwantstheconsumertoperceivethe brandandbyextensionthebrandedcompany,organisation, productorservice.E.g.Cocacola(Coke)

Brand Personality

Brandpersonalityistheattributionofhumanpersonalitytraitstoa brandasawaytoachievedifferentiation.Suchbrandpersonality traitsmayincludeseriousness,warmth,orimagination.

Brand Promise
Brandpromiseisastatementfromthebrandownerto customers,whichidentifieswhatconsumersshouldexpect fromallinteractionswiththebrand. Interactionsmayincludeemployees,representatives,actual serviceorproductqualityorperformance,communicationetc. Thebrandpromiseisoftenstronglyassociatedwiththebrand owner'sname,logoortagline.

Brand Equity
Alsoknownasbrandvalue,itmeasuresthetotalvalueofthebrandtothe brandowner,andreflectstheextentofbrandfranchise. Inotherwords,itreferstothemarketingeffectsoroutcomesthataccrueto aproductwithitsbrandnamecomparedwiththosethatwouldaccrueifthe sameproductdidnothavethebrandname.Attherootofthesemarketing effectsisconsumers'knowledge.Inotherwords,consumers'knowledge aboutabrandmakesconsumersresponddifferentlytothemarketingofthe brand

Brand Monopoly
Ineconomictermsthebrandis,ineffect,adevicetocreatea monopoly,oratleastsomeformofimperfectcompetition,so thatthebrandownercanobtainsomeofthebenefitswhich accruetoamonopolyoruniquepointofsale,particularlythose relatedtodecreasedpricecompetition

PHOTOGRAPHY

Aphotograph,oftenshortenedtophotoorpic,isanimagecreatedbylight fallingonalightsensitivesurface.Mostphotographsarecreatedusinga camera,whichusesalenstofocusthescene'svisiblewavelengthsoflight intoareproductionofwhatthehumaneyewouldsee. Theprocessofcreatingphotographsiscalledphotography.Theword photographwascoinedin1839bySirJohnHerschelandisbasedonthe Greek(phos),lightand(graphis),stylusorpaintbrush.

THE CAMERA

Acameraisadevicethatrecordsimages,eitherasastillphotograph orasmovingimagesknownasvideosormovies. ThetermcomesfromtheCameraObscura(Latinfor"darkchamber"), anearlymechanismofprojectingimageswhereanentireroom functionedasarealtimeimagingsystem;themoderncameraevolved fromthecameraobscura

Parts of the Camera

Totakeaphotograph,oneneedsthefollowing: Acamera Light Object Thecamerahasthefollowingimportantparts Viewfinder Shutter Lens Aperturewhichcontainsadiaphragmofmovablebladesforfocusing

HISTORY OF PHOTOGRAPHY
Thefirstpermanentphotographwasmadein1825byaFrench inventor,JosephNicephoreNiepce,buildingonadiscoverybyJohann HeinrichSchultz(1724):thatasilverandchalkmixturedarkensunder exposuretolight.NipceandLouisDaguerrerefinedthisprocess. Daguerrediscoveredthatexposingthesilverfirsttoiodinevapour, beforeexposuretolight,andthentomercuryfumesafterthe photographwastaken,couldformalatentimage;bathingtheplateina saltbaththenfixestheimage.Theseideasledtothefamous daguerreotype. Thedaguerreotypehaditsproblems,notablythefragilityofthe resultingpicture,andthatitwasapositiveonlyprocessandthuscould notbereprinted.

HISTORY Cont.
Colorphotographyisalmostasoldasblackandwhite,withearly experimentsdatingtoJohnHerschelsexperimentswithAnthotype from1842,andLipmannplatefrom1891.Colorphotographybecame muchmorepopularwiththeintroductionofAutochromeLumierein 1903,whichwasreplacedbyKodachrome,Ilfochromeandsimilar processes.Formanyyearstheseprocesseswereusedalmost exclusivelyfortransparencies(inslideprojectorsandsimilardevices), butcolorprintsbecamepopularwiththeintroductionofthe Chro,ogenicnegative

THE LENS

Aphotographiclens(alsoknownasobjectivelensorphotographic objective)isanOPTICALLENSorassemblyoflensesusedinconjunction withaCamerabodyandmechanismtomakeimagesofobjectseitheron Photographicfilmoronothermediacapableofstoringanimagechemically orelectronically

TYPES OF LENSES
Normal Lens: Wide-Angle Lens: angle of view wider than 60 and focal length shorter than normal. Telephoto Lens: or long-focus lens: angle of view narrower and focal length longer than normal. Zoom Lens: Can push out or pull in objects from same angle

Camera shots
Camera shots comes in three main forms. These three have further been developed into six. They are: Long Shot: From head to toe with depth of field Medium Long Shot: From head to somewhere below the knee Medium Shot: From head to hips Medium Close Up: From head to waist Close Up: From head to Shoulders Big Close Up: It showcases the face and its features

Camera Positions
A camera can take a shot from any of these positions: Birds Eye View: It looks down on the scene and gives a GV High Shot: It looks down on the scene from the top Level shot: It takes the normal shot as seen everyday Low Level shot: It looks up the scene from below Worms Eye View: The camera seem to be walking on the ground.

Camera Terms
In taking shots the following shots can be applied: Zoom-in or out Crank up or down (depress/elevate) Crab (Move sideways) Cant (tilted) Pan (swivel)

Criticisms of Advertising
Criticism of advertising is closely linked with criticism of media and often interchangeable. They can refer to it as Audio-visual aspects (e. g. cluttering of public spaces and airwaves) Environmental aspects (e. g. pollution, oversize packaging, increasing consumption) Political aspects (e. g. media dependency, free speech, censorship) Financial aspects (costs), Ethical/moral/social aspects (e. g. sub-conscious influencing, invasion of privacy, increasing consumption and waste, target groups, certain products, honesty) and, of course, a mix thereof.

Criticisms of Advertising Hypercommercialisation

It is the aspect where ad has occupied almost every available space. A person can hardly move in the public sphere or use a medium without being subject to advertising. More dangerous could be the moral aspects here

Criticisms of Advertising Attention and Hidden costs

Advertising has developed into a billion-dollar business on which many depend. In 2006, 391 billion US dollars were spent worldwide for advertising. The amount of attention that is absorbed by the media and redistributed in the competition for quotas and reach is not identical with the amount of attention, that is available in society.

Criticisms of Advertising Influencing and condition

The most important element of advertising is not information but more or less making use of associations, emotions and drives dormant in the subconscience of people - sex drive Desires - happiness, health, fitness, appearance, selfesteem, reputation, belonging, social status, identity, adventure, distraction, reward, of fears - illness, weaknesses, loneliness, need, uncertainty, security of prejudices, learned opinions and comforts

Criticisms of Advertising Influencing and condition

Advertising exploits the model role of celebrities or popular figures and makes deliberate use of humour as well as of associations with colour, tunes, certain names and terms. Altogether, these are factors of how one perceives himself and ones self-worth

Criticisms of Advertising Dependency on the media

Almost all mass media are advertising media and many of them are exclusively advertising media and, with the exception of public service broadcasting are privately owned. Their income is predominantly generated through advertising; in the case of newspapers and magazines from 50 to 80%.

Assignment 2
APPAgencywascontractedbyLinaLtdtoconductacampaignfortheirnew brandofdetergent,Anugo.Beinganewproduct,theagencydecidedtousea throughthelinestrategytogetitdone. Theydecidedonstartingwithabelowthelinemediumbrochuresandflyers. Theywillalsofallonthetraditionalmediafortheworkathand.Theestimateas givenwouldbe: Spend50,000toproducebrochuresandflyersanddistributionofthoseitems. Forthemedia,theAgencydecidedonthefollowing:conductafivetimesaday advertisementonfiveselectedradiostationssevendaysaweekforthreemonths @120perrun. TVadwouldbecarriedfivetimesaday,sevendaysaweekforthreemonthson allthefiveTVstationsat240.

Assignment cont.
ForthePress,fournewspapersandtwomagazineswereselected.Thenewspapers carriedfullpagecolouradcontinuouslyforthreemonthsforfiveworkingdaysa week@750. Themagazineswillcarry35adseachatthecostof900. Tenbillboardswouldbehoistedineachofthetenregionsinthecountry@the costof3,500each. Thepreparatorycostforthemediaworkstoodat35,000andthatfortheoutdoor was42,500. APPAgencydidwelltobargainforthefollowingpercentages:21%forRadio andNewspapers;18%formagazines;23%forTVand17%forOutdoor.

Assignment Q
Calculatethefollowing: TheoverallprofittobeearnedbyAPPAgency Theamountspentonmediaalone CommissiononlyandMarkuponly HowmuchinallwasspentbyLinaLimited IfLinaLtdgaveoutanamountof600,000,willtherebeadeficit orbalance?