ADVERTISING

INTRODUCTION
The term advertising originates from the Latin word adverto, which means to turn around.
Advertising, thus, denotes the means employed to draw attention towards any object or purpose.
Advertising or advertizing is a form of communication for marketing and used to encourage,
persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to
continue or take some new action
Advertising is only one element of the promotion mix, but it often considered prominent in the
overall marketing mix design. Its high visibility and pervasiveness made it as an important social and
encomia topic in Indian society. 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. Promotion
decision must be integrated and co-ordinate with the rest of the marketing mix, particularly
product/brand decisions, so that it may effectively support an entire marketing mix strategy.
According to American Marketing Association "advertising is any paid form of non-personal
presentation and promotion of ideas, goods and services by an identified sponsor".
The promotion mix consists of four basic elements. They are: - 1. Advertising 2. Personal Selling 3.
Sales Promotion 4. Publicity
1. Advertising is the dissemination of information by non-personal means through paid media where
the source is the sponsoring organization.
2. Personal selling is the dissemination of information by non-personal methods, like face-to-face,
contacts between audience and employees of the sponsoring organization.
3. Sales promotion is the dissemination of information through a wide variety of activities other than
personal selling, advertising and publicity which stimulate consumer purchasing and dealer
effectiveness.
4. Publicity is the disseminating of information by personal or non-personal means and is not directly
paid by the organization and the organization is not the source
Purpose and objectives of advertising
To introduce a new product by creating interest for it among the prospective customers.
To support personal selling programme. Advertising maybe used to open customers' doors for
salesman.
To reach people inaccessible to salesman.
To enter a new market or attract a new group of customers.
To light competition in the market and to increase the sales as seen in the fierce competition
between Coke and Pepsi.
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 To enhance the goodwill of the enterprise by promising better quality products and services.
To improve dealer relations. Advertising supports the dealers in selling he product. Dealers
are attracted towards a product which is advertised effectively.
To warn the public against imitation of an enterprise's products.

IMPORTANCE OF ADVERTISING

Types of advertising

Print Advertising

Promotion of Sales

Introduction of New Product

News Paper

Creation of Good Public

Image

Magazines

Fliers

Brochures

Mass Production

Research

Education of People

Support to Press

To announce a new

To announce location of
product stockiest

To expand the market to

To educate consumers new

buyers

TV

Radio

To maintain sales

Internet

To announce a

To announce a new pack

To please the sales force

Surrogate Advertising

To make a special offer

Public Service Advertising

To attract investors

Celebrity Advertising

Outdoor advertising

Electric Sign

Poster

Travelling Display

Painted Display

Broadcast Advertising

Covert Advertising

Advertising In movie