All About Advertising
1. Introduction to Advertising
Advertising facilitates large scale marketing. It is a medium of mass communication. Manufacturers supply information about new products through advertising. The fact that companies spend crores of rupees on advertising through TV, radio and newspapers indicates its benefits in sales promotion. Advertising is within the scope of promotion which is one element in the marketing mix. It is getting popularity in the present highly competitive and consumer oriented marketing. All products old and new, consumer and durable, cheap and costly need extensive advertising for sales promotion and consumer support. New communication techniques are now used for making advertising attractive and agreeable. The basic purpose of advertising is to give information, to attract attention, to create awareness and finally to influence the buying behavior of consumers. Advertising is certainly needed in marketing but is equally important and essential in social, cultural and political aspects of our life. Advertising
2. Definition of Advertising
Advertising is defined differently by different authorities and the institutions dealing with the subject of advertising. The American Marketing Association defines advertising as "any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor." This definition suggests the following features of advertising. Firstly, advertisement is paid for by the sponsor/advertiser. Naturally, he exercises control over the advertisement. Secondly, advertising is non-personal selling. It is a medium of mass communication for large scale selling. Thirdly, advertising acts as important marketing tool for presentation and promotion of ideas, goods and services. Finally, advertising needs the sponsor of the message known. Advertising will be meaningless if the advertiser is not clearly identified.
3. Features of Advertising
Advertising provides information : The basic purpose
Advertising facilitates large scale marketing. It is a medium of mass communication. Manufacturers supply information about new products through advertising. The fact that companies spend crores of rupees on advertising through TV, radio and newspapers indicates its benefits in sales promotion. Advertising is within the scope of promotion which is one element in the marketing mix. It is getting popularity in the present highly competitive and consumer oriented marketing. All products old and new, consumer and durable, cheap and costly need extensive advertising for sales promotion and consumer support. New communication techniques are now used for making advertising attractive and agreeable. The basic purpose of advertising is to give information, to attract attention, to create awareness and finally to influence the buying behavior of consumers. Advertising is certainly needed in marketing but is equally important and essential in social, cultural and political aspects of our life. Advertising
2. Definition of Advertising
Advertising is defined differently by different authorities and the institutions dealing with the subject of advertising. The American Marketing Association defines advertising as "any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor." This definition suggests the following features of advertising. Firstly, advertisement is paid for by the sponsor/advertiser. Naturally, he exercises control over the advertisement. Secondly, advertising is non-personal selling. It is a medium of mass communication for large scale selling. Thirdly, advertising acts as important marketing tool for presentation and promotion of ideas, goods and services. Finally, advertising needs the sponsor of the message known. Advertising will be meaningless if the advertiser is not clearly identified.
3. Features of Advertising
Advertising provides information : The basic purpose