NCERT Class 7 Political Science Chapter 7: Understanding Advertising YouTube Lecture Handouts

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Where We Get Advertisements?

  • TV

  • Radio

  • Newspapers

  • Hoardings

  • Taxis & Rickshaws

What Advertisements Do?

  • Draw attention to Products

  • Describe the product

  • Create interest to buy the product

Branding

  • Builds Brand: Stamping product with particular name & sign

  • Branding differentiates it from other products

  • Pulses are sold as: Urad, Moong, Tur (now 24 Organics or Top Taste Daal – branding)

  • Convince to use that product – either as value or taste (in above example)

  • Helps to bring special value to the product

  • Helps to give an appealing image

  • People judge others based on brands used

  • Branded pulses would cost more than loose pulses – cost of packaging & advertising included – no more insects, no more requirement to seal, longer shelf life

  • Linking personal emotions to advertisements help to increase sales

  • Publicized by film stars or heroes – links to lifestyle of rich

  • Lifestyle: people’s lives being identified by the products they own, the clothes they wear, the places they eat in, etc.

  • Patanjali – Popularized by Baba Ramdev (Indigenous Brand) – comparing prices

What the Reality?

  • A popular model may charge Rs 5 lakh or more per advertisement

  • The telecast rate for a 30 second advertisement on a major TV channel is Rs 1.65 lakh.

  • Cost of bringing out a quarter page color advertisement in a leading newspaper is Rs 8.36 lakh.

  • Costs a lot of money

  • Only large companies can advertise

  • Homemade industries – cannot advertise – sell in weekly markets

  • Packaged product negatively affects the small business - quality

  • Creates lack of respect for poor and small industries

  • Those who cannot afford to buy feel unhappy or bad

  • These usually focus on lives of rich – equality in society is not matched

  • Plays strong influence on daily lives

How is Advertisement Made?

  • Not easy

  • Lot of market research is involved

  • After seeing advertisement – person must intent to buy

  • Associate them

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