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Advertisement: AN INTRODUCTION
INTRODUCTION
Advertising is a powerful communication force, highly visible, and one of
the most important tools of marketing communications that helps to sell
products, services, ideas and images, etc. Many believe that advertising
reflects the needs of the times. One may like it or not but play
advertisements are everywhere. Advertisements are seen in newspapers,
magazines, on television and internet and are heard on radio. The average
consumer is exposed to a very large number of advertisements every day,
particularly the urban and semi-urban population.
Advertising is an indicator of the growth, betterment and perfection of
civilization. It is part of our social, cultural and business environment. It is not
at all surprising that advertising is one of the most closely scrutinized of all
business institutions. In today’s environment, not only are advertisers
closely examined by the target audience for whose that advertisements
are meant, but by society in general.
OBJECTIVES
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information and persuasion to facilitate the scale of a good or service.”
Promotion is most often intended to be a supporting component in a marketing
mix.
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The promotion mix consists of four basic elements. They are:
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5. Advertising can be economical, for it reaches large groups of
people. This keeps the cost per message low.
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6. The communication is speedy, permitting an advertiser to
speak to millions of buyers in a matter of a few hours.
7. Advertising is identified communication. The advertiser signs his
name to his advertisement for the purpose of publicizing his
identity.
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To please the sales force: Effective advertisement improves the moral of
the sales force. Advertising support also supplements their selling
efforts.
To recruit staff: Advertising is a source of recruitment. It may be a small
classified advertisement or a prominent display advertisement.
To attract investors: Financial advertising has come of age. There are
special agencies who handle this. It makes you favorable towards an
investment or a donation. It gives the details of returns on this
investment or the social benefits of the donation. Share and securities
issues are floated with sound advertisement support
To export: Media abroad are quite different. There are trade fairs etc.
International advertising requires expert guidance. Export advertising
without market research and media research can be a costly failure.
Paid Form: .An advertising message is paid for by the advertiser and this
distinguishes it from publicity which is not paid, for. When an advertiser
makes payment, he exercises control over its contents, form schedule,
and media selection.
Any Form: Advertising can take several forms. It could be a sign, a
symbol, and an illustration. It could be a message which is either written
in words or shown on TV or aired on radio. It could be a mailer received
in post it could be a handbill distributed at a “street corner. Advertising
could be outdoor advertising such as posters or billboards or neon signs.
Any form of presentation, which fulfils the functions of an
advertisement, can be employed.
Non-Personal: Advertisement does not include any personal selling done
on person-to-person basis or people to-people basis. It is a substitute for
a personal salesman. It uses mass media to deliver the message.
Advertisement is meant for a larger „target audience and is not directed to
an individual.
Goods, Services, Ideas: Advertising can promote a wide range of products.
It can also promote services such as mobile telephony, internet and
banking. Besides, this advertising is used to propagate socially relevant
causes such as family welfare, fuel, economy, adult literacy etc.
Identified Sponsor: An advertisement is put by an advertiser. The
advertiser could be a company or corporation or society or an
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individual. The sponsoring organization puts either its name or the name
of the brand or both on the advertisement.
Information: An advertising message informs the consumers about
the
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features of the products and their availability.
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It has been wrongly assumed that the advertising function is of recent
origin. Evidences suggest that the Romans practiced advertising; but the
earliest indication of its use in this country dates back to the Middle Ages,
when the use of the surname indicated a man‟s occupation. The next stage in
the evolution of advertising was the use of signs as a visual expression of the
tradesman‟s function and a means of locating the source of goods. This method
is still in common use.
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The seller in primitive times relied upon his loud voice to attract attention
and inform consumers of the availability of his services. If there were many
competitors, he relied upon his own personal magnetism to attract attention to
his merchandise. Often it became necessary for him to resort to persuasion to
pinpoint the advantages of his products. Thus, the seller was doing the
complete promotion job himself.
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unique to the coming generations and with these challenges there will be
opportunities, responsibilities, and rewards that advertises of the past could
not have imagined.
D. Importance of Advertising
Generally, advertising is a relatively low-cost method of conveying
selling messages to numerous prospective customers. It can secure leads for
salesmen and middlemen by convincing readers to request more information
and by identifying outlets handling the product. It can force middlemen to
stock the product by building consumer interest. It can help train dealers
salesmen in product uses and applications. It can build dealer and consumer
confidence in the company and its products by building familiarity.
Advertising is to stimulate market demand.
Non-business enterprises have also recognized the importance of
advertising. The attempt by army recruitment is bases on a substantial
advertising campaign, stressing the advantages of a military career. The
health department popularizes family planning through advertising Labor
organizations have also used advertising to make their viewpoints known to
the public at large. Advertising assumes real economic importance too.
Advertising strategies that increase the number of units sold stimulate
economies in the production process. The production cost per unit of output is
lowered. It in turn leads to lower prices. Lower consumer prices then allow
these products to become available to more people. Similarly, the price of
newspapers, professional sports, radio and TV programs, and the like might
be prohibitive without advertising. In short, advertising pays for many of the
enjoyable entertainment and educational aspects of contemporary life.
Advertising has become an important factor in the campaigns to
achieve such societal-oriented objectives such as the discontinuance of
smoking, family planning, physical fitness, and the elimination of drug abuse.
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Advertising is only one element of the promotion mix, but it often considered
prominent in the overall marketing mix design. Promotion may be defined as “the co-
ordination of all seller-initiated efforts to set up channels of information and
persuasion to facilitate the scale of a good or service.” Promotion is most often
intended to be a supporting component in a marketing mix.
The word advertising originates from a Latin word advertise, which means to turn to. The
dictionary meaning of the term is “to give public notice or to announce publicly.”
The information in an advertisement should benefit the buyers. It should give them
a more satisfactory expenditure of their money.
It should suggest better solutions to their problems.
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The content of the advertisement is within the control of the advertiser, not the
medium.
The function of advertising is to increase the profitable sales volume. That is,
advertising expenses should not increase disproportionately.
Advertising is not a game, because if advertising is done properly, both the buyer and
the seller benefit from it.
Advertising is not a toy. Advertiser cannot afford to play with advertising. Advertising
funds come from sales revenue and must be used to increase sales revenue.
Advertisements are not designed to deceive. The desire and hope for repeat sales
insures a high degree of honesty in advertising.
Advertising Objectives
Each advertisement is a specific communication that must be effective, not just for one
customer, but for many targets buyers. This means that specific objectives should be set
for each advertisement campaign. Advertising is a form of promotion; the objectives of
advertising should be specific. This requires that the target consumers should be
specifically identified and that the effect which advertising is intended to have upon the
consumer should be clearly indicated.
3. To retain the loyalty of present and former consumers. Advertising may be used to
reassure buyers that they have made the best purchase, thus building loyalty to the
brand name or the firm.
4. to increase support. Advertising implied bolsters the morale of the sale force and
distributors, wholesalers and retailers; it thus contributes to enthusiasts and
confidence attitude in the organizational.
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Importance of Advertising
- Advertising has become increasingly important to business enterprises - both large and
small. Outlaid on advertising certainly is the voucher. Non business enterprises have also
recognized the importance of advertising. The attempt by army recruitment is bases on a
substantial advertising campaign.
Advertising strategies that increase the number of units sold stimulate economies in
the production process. The production cost per unit of output is lowered. It in turn
leads to lower prices.
Advertising has become an important factor in the campaigns to achieve such societal-
oriented objectives such as the discontinuance of smoking, family planning,
physical fitness, and the elimination of drug abuse. Advertising helps to increase mass
marketing while helping the customer to choose from amongst the variety of products
offered for his selection.
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