At this place students find the answer of their professional course syllabus. We have find lots of issues related to their exams in an easy language.
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“The work of a tailor is to
collect the raw material, find matching threads, cut the cloth in desired
shape, finally stitch the cloth and deliver it to the customer.”
Advertising Agency is just like a
tailor. It creates the ads, plans how, when and where it should be delivered
and hands it over to the client. Advertising agencies are mostly not dependent
on any organizations.
These agencies take all the efforts
for selling the product of the clients. They have a group of people expert in
their particular fields, thus helping the companies or organizations to reach
their target customer in an easy and simple way.
The first Advertising Agency was
William Taylor in 1786 followed by James “Jem” White in 1800 in London and
Reynell & Son in 1812.
Role of Advertising Agencies
Creating
an advertise on the basis of information gathered about product
Doing
research on the company and the product and reactions of the customers.
Planning
for type of media to be used, when and where to be used, and for how much
time to be used.
Taking
the feedbacks from the clients as well as the customers and then deciding
the further line of action
All companies can do this work by
themselves. They can make ads, print or advertise them on televisions or other
media places; they can manage the accounts also. Then why do they need
advertising agencies? The reasons behind hiring the advertising agencies by the
companies are:
The
agencies are expert in this field. They have a team of different people
for different functions like copywriters, art directors, planners, etc.
The
agencies make optimum use of these people, their experience and their
knowledge.
They
work with an objective and are very professionals.
Hiring
them leads in saving the costs up to some extent.
There are basically5 types of advertising agencies.
1.Full service Agencies
§Large
size agencies.
§Deals
with all stages of advertisement.
§Different
expert people for different departments.
§Starts
work from gathering data and analyzing and ends on payment of bills to the
media people.
2.Interactive Agencies
§Modernized
modes of communication are used.
§Uses
online advertisements, sending personal messages on mobile phones, etc.
§The ads
produced are very interactive, having very new concepts, and very innovative.
3.Creative Boutiques
§Very
creative and innovative ads.
§No other
function is performed other than creating actual ads.
§Small
sized agencies with their own copywriters, directors, and creative people.
4.Media Buying Agencies
§Buys
place for advertise and sells it to the advertisers.
§Sells
time in which advertisement will be placed.
§Schedules
slots at different television channels and radio stations.
§Finally
supervises or checks whether the ad has been telecasted at opted time and place
or not.
5.In-House Agencies
§As good
as the full service agencies.
§Big
organization prefers these type of agencies which are in built and work only
for them.
§These
agencies work as per the requirements of the organizations.
There are some specialized
agencies which work for some special advertisements. These types of agencies
need people of special knowledge in that field. For example, advertisements
showing social messages, finance advertisements, medicine related ads, etc.
Let’s take a look on these
various types of objectives.
Trial:the companies which are in their
introduction stage generally work for this objective. The trial objective
is the one which involves convincing the customers to buy the new product
introduced in the market. Here, the advertisers use flashy and attractive
ads to make customers take a look on the products and purchase for trials.
Continuity:this objective is concerned about
keeping the existing customers to stick on to the product. The advertisers
here generally keep on bringing something new in the product and the
advertisement so that the existing customers keep buying their products.
Brand
switch:this objective
is basically for those companies who want to attract the customers of the
competitors. Here, the advertisers try to convince the customers to switch
from the existing brand they are using to their product.
Switching
back:this objective
is for the companies who want their previous customers back, who have
switched to their competitors. The advertisers use different ways to
attract the customers back like discount sale, new advertise, some
reworking done on packaging, etc.
Basically, advertising is a very
artistic way of communicating with the customers. The main characteristics one
should have to get on their objectives are great communication skills and very
good convincing power.
Importance of Advertising
Advertising plays a very
important role in today’s age of competition. Advertising is one thing which
has become a necessity for everybody in today’s day to day life, be it the
producer, the traders, or the customer. Advertising is an important part. Lets
have a look on how and where is advertising important:
Advertising
is important for the customers
Just imagine television or a newspaper or a radio channel without
an advertisement! No, no one can any day imagine this. Advertising plays a very
important role in customers life. Customers are the people who buy the product
only after they are made aware of the products available in the market. If the
product is not advertised, no customer will come to know what products are
available and will not buy the product even if the product was for their
benefit. One more thing is that advertising helps people find the best products
for themselves, their kids, and their family. When they come to know about the
range of products, they are able to compare the products and buy so that they
get what they desire after spending their valuable money. Thus, advertising is
important for the customers.
Advertising
is important for the seller and companies producing the products
Yes, advertising plays very important role for the producers and
the sellers of the products, because
Advertising
helps increasing sales
Advertising
helps producers or the companies to know their competitors and plan
accordingly to meet up the level of competition.
If
any company wants to introduce or launch a new product in the market,
advertising will make a ground for the product. Advertising helps making
people aware of the new product so that the consumers come and try the
product.
Advertising
helps creating goodwill for the company and gains customer loyalty after
reaching a mature age.
The
demand for the product keeps on coming with the help of advertising and
demand and supply become a never ending process.
Advertising
is important for the society
Advertising helps educating people. There are some social issues
also which advertising deals with like child labour, liquor consumption, girl
child killing, smoking, family planning education, etc. thus, advertising plays
a very important role in society.
There are some positive and some
negative aspects of advertising on the social ground. They are as follows.
Deception in Advertising:(धोखा)
The relation between the buyers
and sellers is maintained if the buyers are satisfied with what they saw in
advertise and what they got after buying that product. If seller shows a false
or deceptive image and an exaggerated image of the product in the
advertisement, then the relation between the seller and buyers can’t be
healthy. These problems can be overcome if the seller keep their ads clean and
displays right image of the product.
The Subliminal Advertising:(प्रà¤ावशाली)
Capturing the Minds of the
consumers is the main intention of these ads. The ads are made in such a way
that the consumers don’t even realizes that the ad has made an impact on their
minds and this results in buying the product which they don’t even need. But
“All ads don’t impress all consumers at all times”, because majority of
consumers buy products on basis of the price and needs.
Effect on Our Value System:
The advertisers use puffing
tactics, endorsements from celebrities, and play emotionally, which makes ads
so powerful that the consumers like helpless preys buy those products.
These ads make poor people buy
products which they can’t afford, people picking up bad habits like smoking and
drinking, and buy products just because their favorite actor endorsed that
product. This affects in increased the cost of whole society and loss of values
of our own selves.
Offensiveness:(अप्रिय)
Some ads are so offensive that
they are not acceptable by the buyers. For example, the ads of denim jeans
showed girls wearing very less clothes and making a sex appeal. These kinds of
ads are irrelevant to the actual product. Btu then there is some ads which are
educative also and now accepted by people. Earlier ads giving information about
birth control pills was considered offensive but now the same ads are
considered educative and important.
But at the last, there are some
great positive aspects which help
Development
of society and growth of technologies
Employment
Gives
choices to buyers with self interest
Welcomes
healthy competition
Improving
standard of living.
Give
information on social, economical and health issues.
The advertised products are not
always the best products in the market. There are some unadvertised products
also present which are good enough. But advertising helps increase value for
the products by showing the positive image of the product which in turn helps
convincing customers to buy it. Advertising educates consumers about the uses
of the products hence increasing its value in minds of the consumers. For e.g.
mobile phones were first considered as necessity but nowadays the cell phones
come with number of features which makes them mode of convenience for
consumers.
Effect on Prices:
Some advertised products do cost
more than unadvertised products but the vice versa is also true. But if there
is more competition in the market for those products, the prices have to come
down, for e.g., canned juices from various brands. Thus some professional like
chartered accountants and doctors are not allowed to advertise.
But some products do not
advertise much, and they don’t need much of it and even their prices are high
but they are still the leaders in market as they have their brand name. e.g.,
Porsche cars
Effect on consumer demand and choices:
Even if the product is heavily
advertised, it does not mean that the demand or say consumption rates will also
increase. The product has to be different with better quality, and more variety
than others. For E.g., Kellogg’s cornflakes have variety of flavors with
different ranges to offer for different age groups and now also for people who
want to loose weight thus giving consumers different choices to select from.
Effect on business cycle:
Advertising no doubt helps in
employing more number of people. It increases the pay rolls of people working
in this field. It helps collecting more revenues for sellers which they use for
betterment of product and services. But there are some bad effects of
advertisements on business cycle also. Sometimes, consumer may find the foreign
product better than going for the national brand. This will definitely effect
the production which may in turn affect the GDP of the country.
The economic aspects are
supported by the Abundance Principle which says producing more products and
services than the consumption rate which helps firstly keeping consumers
informed about the options they have and secondly helps sellers for playing in
healthy and competitive atmosphere with their self interest.
6 Major industrial clusters regions of India are: 1.
Hooghly Industrial Belt 2. Mumbai-Pune Industrial Region 3. Ahmedabad-Vadodara
Region 4. Madurai-Coimbatore-Bengaluru Region 5. The Chhotanagpur Plateau
Region 6. Agra-Mathura-Meerut-Saharanpur and Faridabad-Gurgaon-Ambala Belts.
1.
Hooghly Industrial Belt:
This
belt developed around Kolkata as the nucleus. The mouth of River Hooghly
presented ideal conditions for development of a port. The Ganga and Brahmaputra
linked the belt with rich hinterland.
These links were later
supplemented and strengthened by rail and road links.
The
following factors helped in industrialisation of this belt:
(i)
Kolkata was the British Indian capital from 1773 to 1911. This ensured
continuous British capital investment.
(ii)
Tea plantations in
close proximity in Assam and Bengal, processing of indigo earlier and jute
later coupled with the discovery of coal and iron ore in the Chhotanagpur Plateau region contributed
to the industrial development of the Hooghly industrial region.
(iii)
Cheap labour was easily available from thickly populated and out-migrating
states of Bihar, Orissa and eastern Uttar Pradesh.
By
1921, the Hooghly region accounted for two- thirds of the total factory
employment in the country. Presently, this region supports a variety of
industries which include iron
and steel, heavy engineering, rail equipment, transport equipment, chemicals,
oil refining, agro-processing, textiles, paper, fertilisers and diverse
consumer goods.
The major problems faced by
this region, after independence, include the following.
(i)
Eighty percent of the jute hectarage went to Bangladesh, while most of the
factories were located on the banks of Hooghly.
(ii)
The direct inland link with Assam got broken.
(iii)
Silting of Kolkata port is a major problem. The Farakka barrage is expected to
help the situation, while the new Haldia port may ease the pressure to some
extent.
2.
Mumbai-Pune Industrial Region:
In
1774, the British acquired the island of Mumbai as a site to develop a port. In
1853, the 34-km Mumbai- Thane rail ushered in industrialisation. Opening of
routes through Bhorghat to Pune and through Thalghat to Nasik extended the
region’s influence to the hinterland. The opening of the Suez Canal in 1869
established closer links with Europe.
The
Mumbai region had a favourable climate for cotton textiles because of the
following reasons:
(i)
Easy availability of raw cotton from the black soil belt of the Narmada and
Tapti;
(ii)
Coastal humid climate which was ideal for weaving and spinning;
(iii)
Easy availability of hydel
power from the Western Ghats;
(iv)
Location of the port on the west coast which ensured ready access to western
markets; and
(v)
Easy import of capital
goods through the port.
Thus,
this region emerged as the ‘cottonopolis’
of India. With cotton
textiles, a chemical industry also developed soon. Today, the belt has
extended to Kurla, Jogeshwari, Ghatkopar, Villeparle, Andheri, Kalyan, Pimpri,
Pune, Bhandup and Thane. The product range of the industry in the Mumbai-Pune
belt includes textiles,
chemicals, engineering, electrical, drugs, transport equipment, plastic and
synthetic goods, leather goods and ship-building.
The
major problems faced by this belt after independence include the following:
(i)
Eighty per cent of the irrigated, long staple cotton growing areas went to Pakistan.
(ii)
Congestion is a serious problem and reclamation of more land from the sea is
not going to be economical.
3.Ahmedabad-Vadodara Region:
This
region is characterised by an inland location in the cotton growing Gujarat
plains.
The
following factors helped the industrialisation of this region:
(i)
The decline of cotton textile industry of Mumbai due to high transportation
costs of cotton from the peninsular region and easy access of
Ahmedabad-Vadodara region to raw cotton worked to the advantage of this belt.
(ii)
The petrochemical industry around Vadodara and Ankaleshwar developed after oil
was discovered in the Gulf of Cambay.
(iii)
Location of Kandla port is an obvious advantage.
(iv)
The densely populated northern plains in close proximity provided an easy
market.
Now
the region has diversified into diesel engines, textiles machinery, pharmaceuticals and food
processing.
4.Madurai-Coimbatore-Bengaluru Region:
It
is a predominantly cotton and sugarcane growing region, and has developed around silk textiles, sugar, chemicals,
machine tools and leather goods industries. The region receives hydel
power from the Mettur, Sharavathi, Sivasamudram, Papanasam and Pykara projects.
Various public sector enterprises located in this belt include the Hindustan
Machine Tbols, the Visveshwaraiya Iron and Steel Works, the Bharat Electronics, BHEL, the Indian
Telephone Industry and the Hindustan Aeronautics Limited. The important
industrial centres in this belt include Madurai, Sivakasi, Tiruchirappalli,
Bengaluru, Madukottai, Mandya, Mettur, Mysore and Coimbatore.
5.The Chhotanagpur Plateau Region:
The
factors which favoured industrialisation of this region include the following:
(i)
Discovery of coal and iron
in the Bihar- Orissa belt and location of these resources in close proximity to
each other facilitated easy utilisation.
(ii)
Easy availability of power from the Damodar Valley Project and from coal-basedthermal power projects
helped in industrialisation.
(iii)
Availability of cheap labour from Bihar, Orissa and eastern Uttar Pradesh was
of great advantage.
(iv)
Proximity to port and access to large market in the vicinity also worked to the
advantage of this belt.
The
important nodal centres in the Chhotanagpur region include Ranchi, Dhanbad,
Chaibasa, Sindri, Hazaibagh, Jamshedpur, Daltonganj, Garwa and Japla. The
important industries in this region include iron and steel, heavy engineering, machine tools, fertilisers,
cement, paper, locomotives and heavy electricals.
6.Agra-Mathura-Meerut-Saharanpur and
Faridabad-Gurgaon-Ambala Belts:
Both
these belts merge in an agglomeration in the vicinity of Delhi. A number of
industrial clusters have assumed importance in this belt after independence,
helped by hydel power from Bhakra and thermal power from Harduaganj and
Faridabad. The majority of industries in this belt are agro-based industries like sugar and textiles.
The
important nodal centres and the industries they support are given below:
Handicrafts commonly refer to handmade crafts or
artisanry. Skilled people create varied types of items starting from consumer
goods to decorative pieces out of paper, wood, clay, shells, rock, stone,
metal, etc. with the help of simple tools. These kinds of items are called
handicrafts owing to the fact that these crafted items are solely handmade
without the usage of any machine.
Watch Crafts in India
Are
handicrafts popular in India?
India is known for its ethnicity. As far as art
and culture is concerned, India features amongst the culturally rich countries
in the world. The country is fortunate enough to possess some highly skilled
artisans. They have increased the fame of Indian handicrafts around the globe.
Many rural people still earn their livelihood from their creative pieces of
art.
Different
kinds of Handicrafts in India
India is a manufacturing hub of varied kinds of
handicrafts, which are popular even in international markets. The most known
form of handicrafts in India, are discussed below:
Bamboo Handicrafts:Being a producer of bamboo,
handicrafts made from bamboo are one of the eco-friendly crafts in India. The
varied items made from bamboo are baskets, dolls, toys, chalani, furniture,
mats, wall-hangings, umbrella handles, crossbows, khorahi, kula, dukula, kathi,
jewellery boxes and many more. Bamboo handicrafts are mostly made in West
Bengal, Assam and Tripura.
Cane Handicrafts:Cane products, a famous form
of Indian handicraft, include utilitarian objects like trays, baskets, stylish
furniture, etc. Vellore district ofTamil Naduis famous for cane
handicrafts in India.
1. Bell Metal Handicrafts:The hard form of bronze,
which is usually used to make bells, is referred as bell metal. This kind of
hard alloy is used to make crafts like vermilion boxes, bowls, candle stands,
donari (pendants) and many more. This bell metal crafts are mostly prevalent in
Madhya Pradesh, Bihar, Assam and Manipur. In Madhya Pradesh, this form of
handicraft is even regarded as "tribal craft".
2. Bone and Horn Handicrafts:Originated in the state of
Odisha, the bone and horn handicrafts are famous for creating birds and animal figures,
which seem real and alive. Besides, goods like pen stands, ornaments, cigarette
cases, table lamps, pepper and salt sets, chess sets, napkin rings, laughing
Buddha etc. are prepared in Odisha, Karnataka, Kerala and Uttar Pradesh.
3. Brass Handicrafts:Durability of brass items
adds to the fame of brassware. Items made of brass like crawling Krishna, Lord
Ganesha's figure in different postures, vases, table tops, perforated lamps,
ornament boxes, hukkas, toys, wine glasses, plates, fruit bowls and many more
are extensively used in many Indian houses till now. These artisans are
famously known as "Kansaris". The manufacturing of brassware is
mainly done in Rajasthan.
4. Clay Handicrafts or Pottery:With its origination during
the Indus Valley Civilization, clay craft or pottery is said to be one of the
most primitive forms of handicrafts in India. People engaged in pottery are
called "Kumhaars". Besides its world famous Terracotta form, pottery
has got different forms like red ware, grey ware and black ware. Uttar Pradesh
is known for its painted black wares. Besides, Krishnanagar in West
Bengal, Bikaner, Lucknow, Pune and Himachal Pradesh even
prepare clay ware. Items like clay pots, decorative items, jewellery, etc. are
widely used all over the country.
5. Dhokra Handicrafts:Dhokra, the oldest form of
handicraft is known for its traditional simplicity. This tribal handicraft
originated in Madhya Pradesh. The other states involved in the making of such
handicrafts are West Bengal, Bihar and Odisha. Dhokra is famous
for its unique items portraying folk characters. Dhokra jewellery, candle
stands, pen stands, ash trays and varied kinds of showpieces are available at
every handicraft shop.
6. Jute Handicrafts:Jute craftsmen have created
a worldwide niche in the field of jute handicrafts. The huge range of jute
crafts includes bags, office stationeries, bangles and other jewellery,
footwear, wall-hangings and many more. West Bengal, Assam and
Bihar, being the leading jute producers, lead the jute
handicrafts market in India.
7. Paper Handicrafts:Vibrant coloured papers are
combined together to form varied crafts like kites, masks, decorative flowers,
lamp shades, puppets, hand fans etc. Papier Mache, developed in the Mughal Era
is even a famous form of paper handicraft in India. This craft industry is
mainly located in Delhi, Rajgir, Patna, Gaya, Awadh,
Ahmedabad, and Allahabad. Besides that, paper
crafters are found on the outskirts of almost every major town.
8. Rock Handicrafts:Prevalence of rock carving,
one of the primitive rock art can be seen in the states of
Rajasthan, Jaipur, Odisha and Nagpur. Rajasthan, Jaipur and Madhya Pradesh are
famous for marble stone carvings. Green coloured stone art is the specialty of Madhya
Pradesh, whereas, Patharkatti is the unique rock craft of Gaya.
Age old temples of Odisha are the world famous examples of rock craft in India.
Numerous utensils, decorative pieces, stone jewellery and statues are made from
rocks.
9. Shell Handicraft:From time immemorial, shell
handicrafts are one of the demandable crafts in India. Shell handicraft can be
made out of three types of shells like conch shell, tortoise shell and sea
shell. Different kinds of goods like bangles, forks, decorative bowls, lockets,
spoons, buttons, curtains, chandeliers, mirror frames, table mats, etc. are the
products of shell crafting. Generally, the places located on the sea shore like
Gulf of Mannar, Goa, Odisha, etc. are the places for
shell handicraft. Silver Filigree or Meenakari or Tarakashi Handicrafts: Silver
filigree or Tarakashi is a creative form of handicraft created from the twisted
threads of silver or gold. Silver filigree can be of three distinctive types,
Meenakari, Khulla Jaal and Flowers and Leaves. The most famous works of silver
filigree includes paandans, tea trays, trinket boxes, earrings, necklaces,
bracelets and other different jewellery. Besides, Cuttack
in Odisha, Karimnagar in Telangana is known for its silver
filigree work.
10. Weaving or Embroidery Handicrafts:Weaving mainly refers to the
process of cloth production by two thread sets known as weft and warp crossed
with each other. This traditional form of handicraft is mostly found in the
states of Gujarat, Madhya Pradesh and Rajasthan.
Bandhanis, the famous form of weaving, are created in Jamnagar
and Rajkot. Bihar and Karnataka are known for their
embroidery work.
11. Wood Handicrafts:Wood craft is prevalent in
India even before the time stone sculpture came into existence. Varied goods
are created by the skilled craftsmen by shaping a piece of wood.
Gujarat, Jammu & Kashmir, Karnataka, Kerala and Uttar Pradesh are known
for their unique form of woodwork. Axes, toys, utensils, decorative pieces,
jewellery and many more designer household goods like lamp shades, candle
stands, vermillion boxes, jewellery boxes, bangle holders etc. are some of the
common wood crafts used in almost every Indian house.
Other
Kinds of Handicrafts in India
Apart from the ones discussed above, the other
handicrafts prevalent in India are:
Enamel Handicrafts
Glass Handicrafts
Kiritams Handicrafts
Lac Handicrafts
Lace or Zari Handicrafts
Leather Handicrafts
Marble Handicrafts
Metal Handicrafts
Painting
Stone Handicrafts
Tilla Juttis
Government
handicrafts shops
Handicrafts can be best bought from the state
based government handicrafts shops. However, the type of handicrafts varies
from one state to other. Besides, there are numerous handicrafts emporium in
almost every big city and town. Some of the famous handicrafts shops all over
India are: