ORGANIZATIONS OF ADVERTISING BUSINESS

Ad agency

1. History

1800- Whites, first British ad agency

It worked as

- A space broker selling press advertising

- Copy writer

- Designer

2017- Nepal Advertisers, First Nepalese ad agency

2. Reader survey

1950s- Hulton Readership Survey

But ABC was working since 1931 in Britain.

TV commercials were started with the advent of TV in 1955.

3. Location

Mainly capital

Industrial area

4. Public relation

Advertisers as well as media

5. Role

-To plan, create and execute ad campaigns for client. If the advertiser defaults, the agency is responsible for paying debts incurred on the client's behalf.

- Middle position, as a mediator

Ad department

                                                The advertisers

                                                Ad manager

The agency                                                   The media

Account executive                                       Ad sales manager

Ad agency and its world

The advertisers

                                                                        Media Specialists

                        AD AGENCY                        The media

Professional orgs                                                     Suppliers

                                                           

Training

Fair Trading Rules

Commission

15%- National

10%- Regional

TYPES OF AD AGENCIES

1. Service agencies

It provides a whole range of services to the client, both advertising and non advertising.

Advertising Services include Planning, creating and producing advertising campaign which broadly encompasses account planning, research, creative service, media planning and production of ad materials to different media even out door.

Non ad functions may include PR, making corporate identity plans, packaging, organizing fairs, exhibitions and training -materials.

According to Frank Jefkins, Service agencies are categorize as,

1. Full service agencies
1. Marketing research
2. Public relation
3. Recruitment advertising
4. Sales promotion
2. Medium size agencies
1. Freelance job
2. Copy writing
3. Creativity
3. Business to business
1. Trade exhibition

1.                  A La Carte Services i.e. order according to choice, can be hard from a full service agency or small specialist out fits which go by the nomenclature a la carte or boutique.

It often works on ad hoc assignments having separate identity.

Such outfits specialize in creative concepts, strategy development, media planning etc. Their services are at times called for by small and medium size agencies which may not be in a position to offer the high paid creative writers or media planers.

They are also categorized as

1. Creative agencies: These produce copy platform or themes and create campaigns for different media, perhaps inventing characters and writing jingles and music for broadcasting commercials.
2. New product development agencies: They may influence the original concept of the product, and certainly participate in naming products, packing designs, pricing and market segmentation, distribution, test marketing and selling-in to the trade operations as well as the main consumer advertising campaign.
3. Direct response agencies: These agencies have responded to demand, and direct response in all its form, including the use of media. The technique is to sell direct, by post, telephone, fax and the internet.
4. Incentive scheme agencies: Both buy and supply goods and services which are offered as gifts or premiums to customers or as incentive award to the employees.
5. Sales promotion agencies: A modern sales promotion scheme is very often an original exercise created for short term operation. Big prize competition, money off flash pack, charity promotions are some examples of it.
6. Sponsorship agencies: Sponsorship may be for marketing, advertising or public relations purposes, and quite often may embrace all three.

2.                  The House Agency

It is an agency established by a company to look after its advertising requirements.

AD AGENCY STRUCTURE

 

FUNCTIONS OF AD AGENCIES

1. Consumer research to determine the strengths and weaknesses of the product in household use.
2. Market research to describe the best prospects.
3. Development of marketing strategy and budget
4. Help in naming and packing.
5. Develop and pre testing of the creative concept
6. Media planning to reach target markets efficiently
7. A plan for launching the product to the trade.
8. Application of the creative concept to promotion and point-of-sale materials

9.      Publicity plan for exploiting the product's news

10.  A Plan for generating enthusiasm within the sales force.

Media planning

Function of media planning:

Media planning is a blend of marketing skills and familiarity with mass communication. The planning decisions includes: which audiences to reach, where (geographic emphasis), when (timing), for how long (campaign length) and how intense (frequent) the exposure should be.

 - Wells, Burnett and Moriarty

4 W'S in Media Planning

Who- Who requires a precise description of target prospects? Radio and TV stations also have their own type of audience.

WHERE- Local and regional advertisers confine their media choices to those that best cover their particular trading areas.

WHAT- What message is to be communicated has considerable importance in deciding which media to use?

WHEN- When to advertise can be planned in terms of seasons of the year, month, day, week, hour or minute.

The change in the role of media within Ad agencies from a clerical function to a management function was the result of several factors.

a.         The first was the demand by the advertiser for more accountability.

b.         The second was the adoption of marketing concept with its emphasis in consumer research and strategy planning.

c.         The third has been the sheer explosion of media.

Aperture concept of media planning

The goal of the media planner is to expose consumer prospects to the advertiser's message at critical point. This ideal opening is called an aperture. The most effective advertisement should expose the consumer to the product when interest and attention is very high. Only the accurate marketing research, appreciation of the message concept and a sensitive understanding of mass communication could succeed this complex and difficult assignment.

Media planning operations:

1. Information sources and analysis

Media planning

A.      Marketing Sources

·         Distribution patterns

·         Market sales

·         Rival promotions

B.      Creative sources

·         Theme

·         Message

·         Research

C.     Media sources

·         Popularity

·         Profiles

·         Cost forecasts

2. Setting objectives and strategies

A.     Finding Target audience

·         Demographics- People are described by their age, income, education, occupation, marital status, family size and several other tags.

·         Psychographics- It looks for more sensitive measures of motivation and behavior.

·         Product use segmentation- Audiences can also be classified according to their consumption habits (usage). Media planners obtain information on which products the audiences buy or how often they use or consume these products.

B.     Where to advertise: Geographic area

C.     When to advertise: Timing

·         Seasonal Timing

·         Holyday Timing

·         Day-of-the week timing

·         Hour-of-the-Day timing

D.     Duration: Find the best campaign length

·         The advertising budget

·         Consumer-use cycle (It is the time between purchase and repurchase).

·         Lack of brand loyalty

·         Competitive advertising

E.     Find acceptable media environments

·         Media content-product compatibility (Shoes on sports program)

·         Media-created mood: Food product will not allow its commercials to run during the program that ia not fully for family audiences.

3. Media selection procedure

A.      Audience Measure

B.      Media reach

C.     Frequency

4. Staging the media plan

Media plans are interwoven with all other areas of advertising: the budget, the target audience, the advertising objectives and the message demands.

A.     Situation Analysis

B.     Aperture opportunity

C.     Strategy to select the media

D.     The flowchart: Scheduling and budgeting allocation

MEDIA SELECTION

3.      Circulation (Print)

ABC

4.      Audiences (Electronic)

ABC performs three functions

1.       Audits the circulation figures of member publisher and certifies to the accuracy of publishers statements.

2.       Establish standard for reporting the quantity, quality and distribution or circulation.

3.       Serves as a clearinghouse, gathering statements from member publishers and disseminating circulation reports to the advertising agencies.

5.      Media cost efficiency

Most of the media quote their rates in terms of a standard unit of space.

-Editorial or Program content

Ad media Mix

4 Ms

·         Money

·         Market

·         Media

·         Methodology

Media strategies

• Class selectivity
• Coverage
• Flexibility- frequency 
• Cost Budget
• Editorial environment 

Favorable? People read?

• Production quality
• (Reprint)
• Permanence (The abilities of the media to keep ads before prospect eyes)
• Trade acceptability (is it accepted trade) no to kantipur
• Merchandising cooperation 

Economics of Advertising

1. Marketing Role- marketing is a strategic process a business uses to satisfy consumer needs and wants through goods and services. Four tools of marketing called marketing mix etc.

The 'Four Ps' concept of marketing mix, as introduced by E Jerome McCarthy, developed by Philip Kotler are Price, Product, Place and Promotion. Promotion could be done through marketing communication. There are four techniques of MC- Advertising, sales promotion, PR and personal selling.

2.                  Communication Role- Advertising is a form of mass communication. Advertising both informs and transform the product by creating an image that goes beyond straight forward facts.

3.                  Economic Role- The two major schools of thought concerning the effect, market power school and market competition school.

-John, M. Rernon

According to market power school (MPS), advertising is a persuasive communication tool used by marketing to distract consumer's attention from the price of product. By featuring other positive attributes, and avoiding price, the consumer makes a decision on these various non price benefits.

In contrast, the market competition school (MCS) sees advertising as a source of information that increases consumer's price sensitivity and stimulates competition.

Charles Sandage, an advertising professor, sees the economic role of advertising as 'Helping society to achieve abundance by informing and persuading members of society with respect to product, services and ideals.

4. The societal Role- It informs us about new and improved products and teaches us how to use this innovation. It helps us compare products and features and makes informed consumer decision. It mirrors fashion and design trends and contributes for aesthetic sense. 

Is advertising wasteful?

It was the traditional concept that the consumers themselves are competitive to find out the product or service of their need. It is not necessary to advertising; it is just the waste of money and time.

But the concept has been changed. People do not have complete information about the best choice of their need without Advertising. It used to claim that advertising has proved to be a more efficient (less costly) source of information than any other sources.

1. The effects of Advertising on costs

Advertising is not the cause of high distribution costs.

2. The effects of Advertising on Department Stores

There is misconception that the larger firms like Dept. Stores has higher price than any other shops. But large firms have greater number of marketing functions than do the small one.

3. The effects of Advertising on total manufacturing costs

In many companies the large scale of operations made possible in part through advertising has resulted in reduction in manufacturing costs. But small non-advertising companies sometimes have as low production costs as large companies.

4. The effects of Advertising on Price

Advertising has the effect of slowing up the development of price competition but that it rarely succeeds in preventing price competition over long periods.

5. The effects of Advertising on quality range of Merchandise

Advertising tends to improve the quality and range of merchandise offered to consumers. Advertising and aggressive selling have led o a more rapid adoption of new major inventions than would otherwise have been possible.

6. The effects of Advertising on consumer's choice

Significant product differentiations provide satisfaction to the consumer through the advertising. But at the same time it persuades the consumer to by those items that are not immediately needed.

7. The effects of Advertising on Investments and level of national income

It is quite significant force in advancing the technology of production. It means you have to invest more to compete with other's product.

The higher is the transaction of advertising money, the higher the national income.

8. The effects of Advertising on business cycle

 More business means more advertising. Far sighted business management might be able to employ advertising effectively in launching new products to combat cyclical downswings.

Dangers of advertising

1.      There is a tendency among business to assume to readily that demand is inelastic and consequently refrain (avoid) from sufficient use of price as a competitive weapons.

2.      Consumers sometimes do not have sufficient freedom of choice to buy non-advertising goods on price basis.

3.      In some cases, because of the dominance of large advertisers there may be insufficient freedom of entry of new enterprises in to established industries.

4.      Present day advertising does not provide sufficient information to enable them to buy with full economic effectiveness.

CLASSIFICATION OF ADVERTISING

Sandage, Fryburger and Rotzoll have classified the advertisement according to the users.

1. Advertising by Producers

These are the business enterprises that originate the product and/or service for profit. They often offer the product or service for sale under a brand name, company name or simply one of the many brand offered by the company.

a. Trade advertising is directed toward retailers and whole salers.

b. Public relation advertising- Producers have many publics' to consider, including employees, customers and prospective customers, professionals, legislators and citizens. The means and ends of 'public relation' advertising by producers are diverse. Generally, there is a common purpose to favorably influence one or many of the firm's public, in an increasingly interdependent society.

c. Business advertising

d. Int'l advertising of multinational products or services.

2. Advertising by retailers and wholesalers

3. Advertising by govt., social institutions and groups

According to Chunwalla and friends, advertisements are categoried as:

1.      PRODUCT ADVERTISING

Three types

a.      Pioneering- An attempt is made to stimulate the primary demand of the product catagory rather than a specific brand.

b.      Competitive - Selective demand of a specific product brand is stimulate.

i) Direct- It seeks to stimulate immediate buying action.

ii) Indirect-The benefit of the product are emphasised in anticipation of the consumer's final action of buying.

c. Retantive- The product is now having a firm footing in the market.

2. SERVICE ADVERTISING

            Services are activities, benefits or satisfactions offered for sale. They are intangible, inseparable, variable and perishable. So they, require strict quality control, supplier credibility and adoptability.

Personalized services like laundry, hair-grooming, beauty salon, automotive repairs, when advertised, place greater emphasis on the institution offering it and advantages in patronizing them.

Banks are looking at new ways to provide their services e.g. use of ATMs- automatic teller machines, telephone banking.

3.  INSTITUTIONAL/ CORPORATE AD

Objectives:

-To make the company known

-To make its products/ services known

-To make its achievements known

-To make its value known

-To make socio-political/economic moral statements

Corporate advertising is considered to be 'nice' rather than necessary.

1.      PUBLIC RELATEION ADVERTISING

It is a part of institutional ad, public relation is the deliberate planned and sustained effort to establish and maintain mutual understanding between an organization and its public.

Public Relation advertising generally precedes the share issues to create a formable climate for investing public.

Public Relation advertising addressed to customers is about the price revision for whatever reasons, customer education ads, notice about change in address / phone numbers.

2.      PUBLIC SERVICE AD

Let your daughter do you proud, let her Live.

Are you buying Death?

Say no to drugs save your family.

EK Ya Do, Bus!

(ONE or TWO, that's ENOUGH.)

PSA is emotional since it touches people's deepest fears, anxieties and values.

3.      FINANCIAL ADVERTISING

OTHER TYPES OF ADS

Some other ads

1. Personal
2. Classified
3. Institutional
4. EDUCATIONAL AND NGO ADVERTISING
5. ADVOCACY ADVERTISING

One may argue that all advertising is advocacy or ought to be advocacy. Yes, in a broader sense is time. However the term advocacy advertising is used when an institution/ organization is aiming at a change if attitude to achieve a certain objective.

- GENERIC (shared by, including or typical of the whole group of things, not specific) ADVERTISING

It is the advertising that gains the acceptability for a product group rather for brand building.

On sees ads promoting the use of milk or eggs as healthful products.

'HAVE YOU HAD AN EGG TODAY?'

6. COMPARATIVE ADVERTISING

It aims at comparing specific product attributes with competitor's brands. Some analysts question such ads on an ethical ground.

Types of Advertisement

1. Consumer

q       Consumer goods- foods, drinks and confectionaries are fast moving consumer goods whereas, pharmaceuticals which are packaged, branded and retailed are called over the counter goods.

q       Consumer durable- motor, washing machine, TV etc.

q       Consumer services- security, banking, insurance, investments, hotel, restaurant, travel agency

q       Social grade- such advertising referred to the 'right prospects' and 'lowest possible cost.'

2. Business to Business

To promote non consumer goods and services

Goods

q       Raw materials

q       Components and accessories

q       Plants and machineries

q       Office equipments and supplies

Services

q       Insurance

3.      Trade

Address to distributors, wholesalers, agents, importers/exporters etc.

4. Retail

It lies between trade and consumer ad.

q       Department stores

q       Super markets

q       Restaurants

q       Petrol stations

5. Financial

q       Banks

q       Saving companies

q       Insurance

q       Investment companies etc.

6. Direct response- Shopping without shops through mail or telephone or brochure
7. Recruitment- recruiting the staffs

These types are considered by Frank Jefkins in Advertising, fourth edition 2000.

Objective Representation: Photographs as Facts

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Dona Schwartz

 

On December 31, 1996 the Minneapolis Star Tribune published a photograph on its front page that had been shot by one of the staff's most respected photographers, Stormi Greener. The photograph showed the snow covered St. Croix River and the bridge that spans it and connects Wisconsin to Minnesota. The photograph accompanied a story about the US Department of the Interior's veto if a proposal to build a new bridge. Rather than the usual kudos recognizing her efforts, the newspaper awarded Greener a two-day suspension without pay. She had committed an egregious offense: Unbeknown to her editors, she had digitally eliminated power lines from the photograph before it went to press. The Star Tribune's "Visual content editor." Bill Dunn, explained that Greener had violated the newspaper's policy governing digital manipulation of photographs: "We do not manipulate or alter any photography, with the exception of dust spots or imperfections on the negative….we make every effort to publish what the camera saw' (Gilyard 1997,7).

ADVERTISING AS INFORMATION

There are two possible ways by which advertising can increase sales: either advertising changes tastes or advertising provides information.

Nelson's theory of ad is the theory of advertising as information. Consumers have far less than prefect information about productions. Their concern is about the quality and price.

Some people look for quality product in the cheapest price. But some have the attitude that if the price is high, the quality is better.

Although advertisement might attract the prospective customer to the store it is the waste of money (for the ad) and time (of the sales person) if advertising claims and product qualities are not equal.

The purchases of experience goods exercises control through repeat purchases and to a lesser extent through recommending or not recommending the product to friend. 

Two types of information

Direct-            Message about the product

Indirect-          Brand

Only brands of high quality and high repeat purchases potential can sustain heavy advertising over a period of time.

AIDA Model

If stands for

A-    attracting attention

         I- rousing interest

D- Building desire

A- Obtaining action

Attention- The layout typing and color

Contrast by white space is a good attention- getter. Movement is a vital element; it can be physical or emotional.  

Interest- d seen does not mean ad read. Mostly people see the illustrations and do not read the copy. Even copy format is important for interest creation.

Desire- buying motives, physiological as well as psychological make people purchase in products.

Action- it is logical end of the ad by which people by the product.

1.      Products are associated with the company

2.      The message is repeated

3.      Certain immediate action appeals are used 

Advertising as a communicative art

Marketing communication:

Advertising is a specialized form of communication because in order to satisfy the marketing function it has to do more than inform. It has to persuade people to complete the marketing strategy which is designed department believes people are willing to buy.

Advertising has to influence to choice and buying decision.

Making Known/Create Brand Image

Advertising is the means of making known in order to sell i. e. to established brand such as Coke, Surya and White Horse. It is not necessary to tell who is the producer or the price of the product. People buy the brand and believe on its quality.

Effective communication

It is said communication process would not complete until and unless the receiver respond. In terms of advertising Communication the direct impact of the message counts. Thai Population and community Development Associations issued T-shirts bearing a picture of Winston Churchill giving his famous two-finger V-sign Plus the words 'STOP AT TWO.'

THE VIPS Formula

David Bernstein has explained the need for directness with his VIPS formula: Visibility, Identity, Promise and Single mindedness. The AD must be visible, i.e., easily noticed.

Product or service must be mentioned. The offer (the promise) must be made clearly. To active all this, the advertisement concentrate on its purpose and not be confusing by trying to say so many different things.

VALUE OF SIMPLICITY

An AD can be so clever that all that is remembered is the gimmick or perhaps a very interesting picture- not the advertiser, the product or the offer.

One of the most brilliant advertising campaigns was based on the simple saying 'PLAYERS PLEASE' with its double meaning. It became so popular that most of the customers being encouraged to use these two words when buy any cigarettes.

Advertisements are not always studied in detail, but are glance at, seen is passing, or seen on TV or heard on the radio very briefly. The message must be instant impact.

CHANGING ATTITUDES

The object of advertising is usually to change or influence attitudes. It aims to persuade people to buy product A instead of product B or to promote the habit of continuing to say product A.

Many products, services plus causes and social issues, are advertised which would not have been acceptable or even permissible not many years ago. The prime examples have been the official campaign to educate people about Family Planning or AIDS and the commercial campaigns for condoms.

There is also a more intellectual attitude towards many products and some people are prepared to pay higher prices for purer, healthier or safer ones.

INDUCING ACTION

It is not just providing information. It must do so in such an interesting, original, characteristics and persuasive way that the consumer is urged to take actions.

This action may be to fill in a coupon, telephone an enquiry or order, go to a shop, or remember the product next time he or she needs to buy-say- a drink, the Coke.

COMMUNICATION BARRIERS

If readers/listeners or viewers misunderstand the advertising message, the campaign is a waste to time and money. We have to careful not to set up unintentional communication barriers. We may know what we mean but do other people? We must never assume that people know what we are talking about and this is where market education work of PR can help to make communication effective.

Some barriers are as follow-

·         Social barrier

·         Age barrier

·         Educational barrier

·         Language barrier

·         Vocabulary barrier

·         Political barrier

·         Racial barrier

·         Ethnic barrier

According to Lippmann other types of communication barriers are

a.      Artificial censorship

b.      Limitation of social contact

c.      Meager(insufficient) time available for paying attention to public affairs

d.      Difficulty of making a small vocabulary express a big, complicated world

e.      Fear of facing those facts that seem to threaten established routine of our lives

Mass Media Advertising

Introduction

Advertising as the bridge of buyers and sellers, has been going on from the days people began exchanging goods and services. It's a major social and economic force. 

Advertising includes those activities by which visual or oral messages are addressed to the public for the purposes of informing them and influencing them either by goods or services or to act or be inclined or to act or be inclined favorably towards ideas, institutions, or persons featured.

BN Ahuja & SS Chhabra, 2003

What is ad?

1.        A form of mass communication

2.        A powerful marketing tool

3.        A component of economic system

4.        A means to financing the mass media

5.        A social institution

6.        An art form

7.        An instrument of business management

8.        A field of management

9.        A profession.

Definition

The simplest definition of an ad is that it is a public announcement. In earlier time, to advertise meant merely to announce or to inform like birth, death or engagement with little or no intention to persuade. Most of classified ad provides useful information about jobs, accommodation, sales of second hand goods etc.

Controlled, identifiable information and persuasion by means of mass communications media is an advertisement.

                                                -John S. Wright/Me-grew Hill

Advertising serves as a communication vehicle for a society by making more available to many at less cost.

                                                - John S. Wright/John E. Mertes

Advertising is paid non-personal communication from identified sponsor using mass media to persuade or influence an audience.

-Wells, Burnett and Moriarty

The paid definition of advertising has six elements:

1.      communication

2.      that is non personal

3.      from an identified sponsor

4.      using mass media

5.      to influence or persuade

6.       an audience.

Any, paid form of non-personal presentation of ideas, goods and services by the identified sponsor.

                                                -American Marketing Association

Any form- Sign, Symbol, Illustration, Message

Non-personal- not person to person, if it is, it is not an ad.

Goods, services and ideas for action- Not only goods and services, sometimes the ideas for action e.g. Telecom office may inform how to use pre paid mobile.

Identified sponsor- Name, Brand etc. indicate that it was openly paid for.

Advertisements can be recognized as paid, non-personal communication forms used with persuasive intent by identified sources through various media.

Sandage, Fryburger, Rotzoll (1996)

Marketing vs. Advertising

Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.

The British Charter Institute

Advertising presents the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost.

The Institute of Practitioners in Advertising

Who's involved?

Advertising can be thought of as a five-part business.

1.        Advertisers

Who some times use   

2.        Ad agencies

And sometimes assisted by

3.        Support organizations

Send theirs messages through

4.        Media

To potential

5. Consumers

of a product, service or idea promoted.

Advertisers

Producers, Retailers, Wholesalers, Distributors, Unions, Associations, Schools, Government, Political parties are the potential advertisers.

Ad agency

"Independent businesses composed of creative and business people, who develop, prepare and place advertising in media for clients seeking to find customers for their goods and goods and services."

Support Organization

Specialists, researchers

Media

CPM (Cost per thousand) Ad cost x 1000

                                                                                    Circulation

Consumers

1. Repetitive

2. Highly competitive environment

            Some urge to spend and others to save.

3. Part of the culture

            We accept many of the things that occur in ad as "the way things are."

In general Advertisement

q       Not always studied in detail but at a glance

q       Seen in passing or in TV

q       Heard on radio very briefly

q       Message must have instant impact

q       Language sometime works as communication barrier.

Merits and Demerits of Advertisement

It is a paid form of non-personal mass communication by an identified sponsor.

Merits

1. Can reach many consumers simultaneously
2. Relatively low cost per exposure
3. Excellent for creating brand image
4. High degree of flexibility and variety of media to choose from.

Demerits

1. Many consumers reached are not potential buyers i. e. waste of promotion money
2. High visibility makes advertising a major target of marketing critics
3. Advertising exposure time is usually brief in terms of money.

Ad and publicity

Ad

1. Paid form- paid by sponsor
2. Presentation is programmed
3. Marketers exercise excess control
4. Always positive message

Publicity

1. Non paid form
2. Presentation is non paid
3. Marketers have less control
4. May be positive or negative.

Behavioral Change

Media provide adequate information to people. Information is knowledge and knowledge is power. It means information make the people powerful by knowledge. The functions of media are to inform, to educate, to entertain, to persuade and to socialize.

Media make people mature, so if the watch, heard or read the news related accident the do not be panic. Due to repetition of these types of news time to time, people take it without panic. People draw their attention to receive information by media. So information has been established as basic needs of people. They don not look to sky to know the weather of the day, but they tune to radio or television. Media has been appropriate medium for information which is related with daily human life. So dependency to media is growing up day by day.

Media provide in formation as quick as they can. These types of flow of information make behavior of people quick. They can do their duty on time. Media grow consciousness of people and consciousness makes them empowered.

We can know many individuals who are from different sector. It makes people socialized as well as culture of collaboration will grow by media. Discussion and interaction is possible with the help of media. Behaviour of people to reach to conclusion will be developed.

News Bulletin

The bulletin is more than a sum-total of a number of stories. The bulletin is a collective form in which the separate news items are brought into a coherent order and some relationship.

Bhatt

News bulletin is the transmitting time of sum-total of news stories, which is determined by media. In time of news bulletin, fresh news is presented separately in same time. Media house has mentioned certain time for regular news bulletin, but sometime in particular incident or condition, media house may broadcast special bulletin.

Skill and editorial idea should have presented by professional communicator in news bulletin. Especially, the time of news bulletin in radio is 10 to 15 minutes. Some time the bulletin has space of 5 minutes without headlines.   

Elements of News Bulletin

The headline

Main points of broadcast media are the headline of broadcast media. The bulletin, which has space of 10 minutes, is every hour news bulletin. These types of bulletin have few headlines. Commonly these types of news bulletin mentions 4 headlines. The news bulletin, which has space of 15 minutes, has 5 headlines. But some bulletin may be long, may one hour time space. We can aspect comprehensive news matter in these type bulletins. The headline is repeated in mid time of bulletin.

The body of bulletin

News anchor reads different news after reading of headline. Different news is the body of bulletin. But the anchor reads some news without headline. These types of news are based on formal program. The news will present with headline in beginning period of bulletin, which has especial news value.

The break or commercial break

News anchor stops news reading while he/she is reading news continuously in news bulletin. To stopping of news is for presentation of identity of the media. For example, if the news anchor of Radio Nepal stops the news and says this is Radio Nepal, you are listening news of 9 o'clock bulletin. It proved that the news bulletin broadcasting by particular media.  Different news bulletin may be broadcasting at same time. If there is no break listener may be in dilemma that which bulletin is broadcasting? Radio station may face this type of identity problem.

After break for identity of station, media broadcast advertisements as commercial message. Broadcasting time of new bulletin is significant. So rate of advertisement is expensive, which is casting in time of news bulletin.

The repeated headline

News anchor repeats headlines of the news before ending of news. The audiences who have not got chance to heard headline, they get chance to know about previously broadcasted news. Radio and television both media have followed this types of trend. Television shows footage of related subject matter with script and similarly radio broadcasts only the related bite of audio.

Presentation of News

News anchor present the news after preparation the news. News presentation is also an art, thus pre-exercise is necessary is this art. The news anchors are these types of journalists, who have qualification of news reading. He/she should have good pronunciation as well as presentation of feelings.

News anchoring is final stage of news oriented task of news presentation. To collecting, writing, editing than broadcasting of news are major tasks of broadcast journalism.

News anchor should be aware with language, feelings and technical part during news presentation. If something has been mistake, it may affect to the whole image of media house. Thus the news anchor should be attractive, balance, conscious and efficient with good image. He/she should be cleat that what type of matter is reading by them. The news should be read by them seriously before on air. If they do not it they may be in dilemma. Qualities of 3C are necessary to the professional communicators of broadcast media. The term 3C refers to clarity, comprehensiveness and Command. 3C is basic qualities of news anchor.

News anchor should draw attention to their respiration.  If the anchor couldn't control his/her respiration echo will be created in sound. It will not better impact to audience. In the moment of news anchoring gesture and eye contact should be balanced.

In news anchoring the anchor should give stress to significant words and sentence. But he/she should not give stress to wrong words and sentences. He/she draw attention to this idea before airing the news.