Page 200 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes Advertisers, mostly local businesses or retailers, use prepared slides for projection.
National advertisers generally use 35 mm ad films based on a script. These are produced by
professionals or the advertising agency and are expensive.

Cinema is a popular source of entertainment in India. There are more than 12,000 cinema halls
in the country and draw large numbers of audiences, both urban and rural. A large proportion
of cinema audience is young and comes from almost all classes of society and socio-economic
groups.
Like TV, cinema also combines sight, sound, colour, and movement. People come to see a movie
of their choice and hence are more involved. The screen size is large, picture clarity is superb,
and the sound quality is superior compared to television. The combined total effect of these
features creates a powerful impact on the audience. The audience also knows that the movie will
not be interrupted by the commercials and for this reason they are unlikely to be irritated when
the commercials are shown in the beginning or during intermission.
The number of VCPs and VCRs in India is estimated to be more than two million sets. Video
films are watched by a significant number of people every day. These video cassettes are used to
communicate ad messages, mostly by local advertisers. Cable operators beam video film ads to
all those households using their cable service. Local retailers find the medium quite attractive at
a low CPM.

11.5 Internet Advertising

Internet advertising is seen in many forms and as the medium matures, the variety would
increase. Present day advertising on the Internet can be classified as ad banners, websites, ad
buttons, sponsorships, interstitials, and classified ads.
1. Ad Banner: Ad banner is the most basic type of Internet advertising. It is like a billboard
that appears across the top or bottom of a web page and when clicked upon by the user, it
sends him/her to the advertiser's site. The size of the banner is about four and-half inches
wide by one and-half inch. Other names given to banners include side panels, skyscrapers
and verticals.
2. Website: A website is in fact a location on the Internet rather than an ad where anyone can
come to find out about the company, its products and/or services. It is used as a brochure
to promote the company's products or services. There are some companies who use their
websites as a source of information and entertainment and encourage Internet users to
visit often. Some other companies use the Web as an online catalogue store, conducting
business right on the Internet.
3. Ad Button: An ad button is a smaller version of banner that often looks like an icon and
usually serves to provide a link to advertiser's home page. Software technologies such as
Java, Acrobat, Enliven and Shockwave have greatly enhanced the effectiveness of banners
and ad buttons with full motion and animation. Some search engines, like WebCrawler
and Excite offer audio features to advertisers that accompany a click on the banner.
4. Sponsorship: Internet advertising of this form is becoming popular. Companies sponsor
the total sections of a publisher's web page, or sponsor single events for a contracted
period of time. Companies get considerable recognition on the website in the form of
integrating sponsor's brand with the publisher's content as an advertorial, or with ad
banners and buttons on the web page, in exchange for their sponsorship.
5. Interstitial: This is a relatively more recent form of Internet advertising and is also referred
as the intermercial. This is an animated ad that pops up on the computer screen while

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