Advertising & Promotion

Role Of Advertising In New Zealand Society and How It Affects On New Zealand People

Nirav Patel Student Id-1394120 Unitec college of Technology & Management GDBIP(Marketing)

Introduction
What Is Advertising?
Advertisement is what which parley informational to the world whether it is domestic level or international level. It affects the consumer one way or another and encourages buying the particular product for their good qualities of particular product. Todays advertisement uses slogan, logo and images to attract people. Advertisement also defines as communication gap between the customer and the product. Advertisement attracts the people to buy the particular product showing their quality and services. Advertising is the information which is overview of the particular product or service to the people. Advertising attract the people to buy, but that is not the case in each case that is totally abided to the customer. Advertising began start in 17th of century in Europe when printed newspapers and handbills became the main source of doing advertisements.( http/.tera.govt.nz). In terms of advertisement there is different kinds of advertisement you can see like Media, Newspaper, Radio Etc etc. Advertisement is the key to put their quality and services front of the customer and attract them to buy that particular product or services. Advertising is key to become important in terms of economy. Advertising also explain people their range of services and products which available in market it also create a business for particular product or services. If there is no such advertising is been created in market then it would be difficult to explain to the customer as whole. There is traditional ways of doing advertising such as newspaper, magazine etc etc. Now you can see there is lots ways of doing advertising except the old ways like wise media, media news and also cinema and direct advertisements.

Advertisements create revenue to the government. It also creates a job it is not possible to imagine without advertising. (http://www.asa.co.nz/pdfs/ASA_Codes.pdf)

Types of Advertising
1. Advertisement in Newspaper & Magazine.

Newspaper is the sources of news in daily routine it issue come up everyday with domestic news and international news. Newspaper advertise came up an idea in 1840. Newspapers has special page for the advertisements in old days advertise is in classified small square box nowadays it comes in header of the newspapers and has special pages for the advertise and sometime you can see on the middle of newspaper so since 1840. it has changed of doing advertising in newspaper.

Sometime, newspaper come up with a special edition of the advertisement which contain special offers of the supermarket and other store which can affects customer to buy the particular product or services.

Newspaper is the key to do advertising and also form of newspaper advertisement. In newspaper ads is used to do marketing for business and firms for promotion of particular services and products.

Newspapers ads are suits to all business unlike the media ads or another way of doing advertising as in newspaper their small to big size of doing advertising like columns ads, classified ads etc etc, it also in come in color or black and white so company can choose their budget to advertising in newspaper. Newspaper target the wide range of people so usually company chooses advertising in newspaper is the cheapest and easiest of doing advertising their product or services in newspaper.

Advertising in Magazine will come to effect when the customer chooses to buy particular magazine and read through the advertisement which company has choose to advertise in

particular page in magazine. Today we are having thousands types of magazine in terms of sexuality and style and way of living. Lets say that someone is buying a womens magazine then the chances of advertisers would be the cosmetic product, ladies cloths product etc etc which product uses by the womens.

2 Radio and Other Advertising Methods

Before the newspaper and television launched the way on advertising in market is only a newspaper but the ads seen at posters in the heart of the city, trains and buses and before the cinema start.

In 1922, New Zealand has its first radio station in wellington station, Charles Forrest who ran this station, Radio is the only competitor of newspaper for advertisement business and the records of the songs are supplied by the advertiser.

In 1925, their were very low percentage of listeners and only has 5000 licensed listeners. The radio station are handled by the Radio Broadcasting corporation was set and non commercial station was opened in Auckland, Wellington, Christchurch, and Dunedin. This station has to pay a license fees to the Radio Broadcasting Corporation. After few years later popularity were shoots up and emerged a new stations called B station they were hoping that they fund themselves for their expenses by the getting ads from the firm who wants to advertise their product or services on radio but the that was illegal till the 1931 and government issued a permission but conditions were applied such as they can mention the sponsor or advertiser name after the program and before its kick off.

After 1930s Radio became more common in New Zealand Peoples house. In 1936 & 1937 National Broadcasting Services (NBS) which is not commercial and National Broadcasting Service (NCBS) was set up and established under labour government.

In 1970, Private radio emerged and issued a license to them and they join to battle for the advertisement to other radio satiation and issued a permission of offering a pop music to their listeners.

FM radio was started in 1983, and get popularity to the young people. 11.7 % of advertising spending from the companies and firms went to the radio in 2007.

3 Television Advertisement Methods

New Zealand Television is launched and on air in 1960. Television has only transmission their program four times a week and only 2 nights had advertising on air after few years it shoots up to 4 days a week of advertisement and 6 min of advertising in between the program of an hour. In 1975, new channel has launched and its on air and increase and 9 min an hour of advertising and five days of the week.

Broadcasting Act 1989, which state that there is no advertising in between the program and set a time frame of 6 Am in the morning till noon on the Sundays, Christmas days, Good Fridays, Easter days etc etc. and changed the advertising time of broadcasting 9 min to 14 min an hour.

Till the 1960s if compare to television and radio or newspaper has remained of dominating of advertising business. As an example in of $ 35.5 Millions was spent in newspaper, other advertisement sources were the television and radio has only $ 6.5 million.

In 1970, television advertising kicks off and took over and quarter of advertising turnover. By the 1991 television advertising income as same as newspaper as popularity of television has shoots up this level were continued to over take the newspaper spending on advertisement in early 2000.

In 2007 television has received 28 percentage of advertising turnover and newspaper had lost their business through the internet advertisement services like trade me. Classifieds ads and other small ads were taken by the trade me internet sites.

ADVERTISING IN NEW ZEALAND SOCIETY

Advertising in New Zealand society here we are going to elaborate the way of advertising and how it affects to the people as whole in society.

Sexuality
Sexuality of the person which affects the advertisement and how it affects particular sexuality from 1920s international brands use to advertise their cloths soaps which promised their customer to make them feel better when you wore it or when you use this soap. By advertising the product in pack of cigarettes mens attracts because of picturing of beautiful lady on the pack of cigarettes and also when advertise of cars of different brands advertisers use to to hit the men on showing a lovely lady set on bonnet of the car this types of ads were attracted the particular sexuality in terms of selling companies product. In mid of 20 th century romantic couple and happy families common in newspaper and television advertisement Television is more important when attracting or advertising a product in terms of sexuality give your mouth a sex appeal is the punch line of Macleans toothpaste product which attract the people to buy that product. shes a lady is the punch line for the Toyota starlet car which to promote the particular product in the market. Showing the beautiful and lovely women hertz rentals car promised be good to you. Television is always important for advertisement as the product will hit the particular genders mind and attract them through showing a beautiful lady on pack of cigarettes and attract them to buy that product.

Families
In old days commercial ads are always shown a family as whole like dad, mom and couple of kids frequently. Family as a whole with their dad, mom and kids often advertise of furniture, window cleaners doing cleaning in the house and womens are always shown as a housewife in the advertisement and whose uses Persil to use to wash family cloths. In 1970s Greggs coffee advertisement punch line was different faces, many races as new Zealand society growing with culturally diverse and with range of family types this was reflected on the advertisement and sometime later it reflects when most ads shown with the white faces and non- white faces. Families ads were the most important to advertise as suburban people of new Zealand like the most. Advertising with family attracts people to but that particular product.

Regulation and Advertisement

Advertising standards Authority is the regulator of the New Zealand advertising industry.

(source-www.asa.co.nz)

The ASA which called as Advertising Standard Authority is the regulator of the advertisement which given by the company or the firms. Which regulate the New Zealand advertising regulation. This authority also made rules which all advertisers has to comply with the rules. Public can complaint of any cost about particular advertisement this complains are heard by the ASCB Advertising Standard Complaint Board before take any actions against the advertisers. If the advertisers want to appeal against any outcome then they can do so and the ASA will reply of any outcome to the media or their websites. Advertising Standard Authority has Following member Association of New Zealand Advertisers (INC) Radio Broadcasting Association (INC) Communication Agency Association Of New Zealand (INC) Pay Television Group Interactive Advertising Bureau Of New Zealand Outdoor Media Association Of New Zealand Letter Box Media New Zealand Post Ltd Magazine Publisher Association (INC) New Zealand Marketing Association New Zealand Television Broadcast Council New Zealand Cinema Advertising

Role of the ASA is to regulate the advertising on its standard.

Cigarettes vs Taxes
Example of taking cigarettes and implies of their tax and how it use to make smoke free country of New Zealand. Taking consideration of tax and tobacco consumption Ministry of health has increased the taxes from 1991 on the cigarettes. Graph below will elaborate the consumption till 2000.

(source Ministry of health www.moh.govt.nz)

New Zealand government is helping their people to quit smoking. Current program which aware people to not smoke has funded of $ 5 million per annum. Government announces the subsidizing nicotine patches and gums which helps to quit smoking to the people of new Zealand. This patches and gums can obtain from the pharmacies which is very cheaper then the pack 20 cigarettes. Government has also run NRT which funded by the government which meant Nicotine Replacement Therapy. NRT is now considering to sold in supermarket and other retail outlet currently NRT is only available in Pharmacies. Above graph has explain that after imposing a tax on pack cigarettes people are quitting smoking. New Zealand has implement tobacco control program which are Tobacco Legislation and enforcement Tobacco taxation Health promotion Smoking cessation services

(source-www.moh.govt.nz)

Above graph explain that starting from 1970 to end of 1999 consumption of adult went down of almost 60%. Taxes on cigrattes are too high in New Zealand compare to other countries which is 67 to 72 %. Government uses this tax money on cigarettes in to the aware people for stop smoking which is funded by the government. Lets see some advertisement which picture are below

This are some advertisement campaign run by the government for stop smoking. The fund is been available though imposing extra taxes on the pack of cigarettes.

Conclusion
New Zealand government keen on to be smoke free country as they imposing extra taxes on the pack cigarettes. It helps people of New Zealand to go healthier then another countries people. It helps people to live more and enjoy the life. The core advantage of advertising stop smoking on pack of cigarettes and other advertise campaign to aware people to stop smoking.

References
www.teara.govt.nz www.asa.co.nz www.moh.govt.nz www.wikipedia.co.nz