The word ‘Advertising’ has its origin from a Latin word ‘Adventure’ which

means to turn to. The dictionary meaning of the word is ‘to announce publicity
or to give public concerned to a specific thing which has been announced by the
advertiser publicity in order to inform and influence them with the ideas which
the advertisement carries. In business world the terms in mainly used with
reference to selling the product of the concern.
The advertising, as Kotler defines “Advertising is any paid form of non-personal
presentation & promotion of ideas, goods, or services by an identified sponsor.”
It is thus of process of buying/sponsor/identified media space or time in order to
promote a product or an idea. From a careful scrutiny of the above definition, the
following points emerge:
Advertising is a paid form and hence commercial in nature. This any sponsored
communication designed to influence buyer behaviour advertising.
Advertising is non-personal. Unlike personal selling, advertising is done in a non-
personal manner through intermediaries or media whatever the form of
advertisement (spoken, written or visual). It is directed at a mass audience and no
directed at the individual as in personal selling.
Advertising promotes idea, goods and services. Although most advertising is
designed to help sell goods and services. Although most advertising is designed
to help sell goods, it is being used increasingly to further public interest goals.
Advertising is identifiable with its sponsoring authority and advertiser. It
discloses or identifies the source of opinions and ideas.
Advertising thus is:
1. Impersonal
2. A communication of ideas.
3. Aimed at mass audience
4. By a paying sponsor.
The two forms of mass communication that are something confused with
advertising are publicity and propaganda. If we eliminate the elements of the
“paying sponsor” (the paid requirement) we would have the element of publicity
left. For publicity in technically speaking, is advertisement without payment. In
a similar manner if, we eliminate the requirement of an “identified sponsor”, the
resulting communication is propagandistic.
It is important for us to emphasize that advertising may involve the
communication of ideas of goods or service. We are all aware that advertising
attempts to sell goods and services. But we may overlook the more important fact
that it often sells ideas. Advertising may persuade with information; it may
persuade with emotion: more frequently, it endeavours to persuade with some
mixture of both.
Advertising is a form of communication intended to persuade an audience
(viewers, readers or listeners) to take some action. It includes the name of a
product or service and how that product or service could benefit the consumer, to
persuade potential customers to purchase or to consume that particular brand.
Modern advertising developed with the rise of mass production in the late 19 th
and early 20th centuries.
Commercial advertisers often seek to generate increased consumption of their
product or services through branding, which involves the repetition of an image
or product name in an effort to associate related qualities with the brand in the
minds of consumers. Different type of media can be used to deliver these
messages, including traditional media such as newspapers, magazines, television,
radio, outdoor or direct mail; or new media such as websites, social medias and
text messages. Advertising may be placed by an advertising agency on behalf of
a company or other organization.
Non-commercial advertisers that spend money to advertise items other than a
consumer product or service include political parties, interest groups, religious
organizations and governmental agencies. Non-profit organizations may rely on
free modes of persuasion, such as a public service announcement.
In 2018, spending on advertising was Rs 60,908 crore in India and Rs 130000
crores in worldwide.