Page 45 - MARKETING & PUBLIC RELATIONS EBOOK IC88

 Advertisements, which are paid for, non-personal forms of presentations in space bought from
the printed or electronic mass media, including posters, hoardings, banners, stickers,
exhibitions, stalls
 publicity, which is not paid for, seemingly emanating from sources other than the marketeer,
like a news item or an article in a newspaper or journal, based usually on matter provided by the
marketeer.
 public relations (PR)
 personal selling and
 sales promotion

(b) Advertisements

1. Advertisements are paid for by the advertiser. They may be (i) visual (having pictures),(ii) audio
(as on the radio), (iii) static (as in print media and hoardings) or (iv) moving (as on TV
and in cinemas), having national reach or limited local reach, aimed specifically to target groups
through general or specialty magazines and journals dealing with medical, fashion, sports,
business, trade, finance, etc matters. Effectiveness of advertisements would depend upon the
match between the profile of the readers or viewers of the media chosen, with the profile of
target market.

2. If the first 50 words can sustain the interest of the reader, the interest seldom falls for the next
100 words. Credibility improves when the messages are simple.

3. Communication through advertisements in the media, traditionally, aims for maximum Reach,
which refers to the number of persons likely to see the insertion. With the availability of the
Internet as a vehicle for commerce, the concept of Reach has given way to the concept of
Richness, which measures

 Bandwidth: which is the amount of information that can be moved in a given time
 Depth of customisation: which is the extent to which the message can be personalised
 Interactivity: enabling dialogue

4. The IRDA has issued regulations providing guidelines about advertisements by insurers and the
agents or brokers in newspapers, magazines, sales talks, billboards, hoardings, panels, radio,
television, websites, e-mail, portals, leaflets, literature, circulars, sales aid flyers, telephone
solicitation, business cards, videos, faxes or any other communication with a prospect or
policyholder urging him to purchase, renew, increase or modify a policy of insurance. The main
requirements are

 The advertisement programme has to be overseen by an officer responsible for compliance with
the regulations.
 A copy of every advertisement should be filed with the IRDA.
 Advertisements should disclose the full particulars of the insurer, as well
 as the form number and type of coverage of the policy referred to.
 Display the registration/ licence numbers on their websites.

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