Journalism and Communication.

  ADVERTISING COMMUNICATION PROCESS   Advertising as communication has often been studied from information processing view i.e. how audiences process information encoded in an advertising message. There are Various information processing models, that   have described the communication between the advertisers and audiences through mass media. 1.      St Elmo’s AIDA model. 1. American advertising and sales pioneer Elias St. Elmo Lewis coined the phrase AIDA in1899.  Attention – Interest – Desire – Action The model explains how the audience or recipient of advertising processes information and responds to the advertising product in his/ her decision making process. American advertising and sales pioneer Elias St. Elmo Lewis created THE PHRASE AIDA IN1899. 1.      The AIDA Model Lewis talked about “catching the eye of the reader to inform him.” 2.      The model explains how the audience or recipient of advertising processes information 3.      and responds to the advertising

Media planning is very essential for success of an advertisement.  Media planning is the  series of decisions involved in delivering the promotional message to the prospective consumers. It is the process of directing the advertising message to the target audience by using the appropriate channel at the proper time and place. Media plan specifies media strategies. Generally, the goal of the media plan is to find that combination of media that allows the marketer to communicate the message in the most effective manner to the largest number of potential customers at the lowest cost. A focused advertisements come up with the Account planners, creative writers and researchers. Planning requires selecting the most cost-effective mix of media combination so that the marketing campaign objectives can be achieved. A Media Plan explains the justification for using different types of media to be used. It defines the target audience and the priorities of weighing them, the specific reach,

Geographic Segmentation  Demographic Segmentation Geo -Demographic Segmentation Behavioral Segmentation  Psychographic Segmentation     TYPES OF AUDIENCE SEGMENTATION   A market segmentation strategy is aimed at dividing a mass heterogeneous market into different segments of buyers. Each segment has individuals who have similar interests. The interests of each segment may vary with regard to products. Traditionally there were two approaches in market segmentation: Product oriented and People oriented. a)       Product oriented approach measures the product related aspects by segmenting the consumers to understand the market and b)      People Oriented Approach measures the people and relates it to the product (Plummer,1974). a.        For example, a cosmetic company can increase their customer base, by targeting audience of different age groups with products designed to meet their specific needs.   GEOGRAPHIC SEGMENTATION :  Location plays a vital role in de

  Defining Audiences as “a targe Target audience refers to the specific group of consumers most likely to want our product or service, and therefore, the group of people who should see our ad campaigns. Target audience may be dictated by age, gender, income, location, interests or a myriad of other factors. Target audiences center around a specific group or  segment of people A target audience is a group of consumers within a predefined target market that has been identified as the best recipients for a particular marketing message. Examples of a Target Audience   When thinking about who might be in our audience, we must consider who are the people who identify with our brand. They may be men, women, teenagers, or children.  For example, if need  running shoes advertisement better to publish through sports magazines.      One way to find out is to monitor who follows, likes, shares, and comments on our posts on social sites like Facebook, LinkedIn,  YouTube , and Instagra