Advertising meaning definition objectives types

The word 'Advertisement' has originated from the Latin word 'advert' that means 'to turn the mind toward'. The dictionary meanings of the term are 'to give public notice or to announce publicity'. Various experts have variously defined advertising.

Some of the important definitions are given below.

"Advertising is mass communication  of information intended to persuade buyers so as to maximize profits."

On the basis of the above definitions, we can say that advertisement is a medium of impersonal sales efforts. It is the art of influencing human action to buy or possess one's product. it is a technique of popularizing one'S Product or service. it is also described as salesmanship in print. In simple words, advertising is a mass communication of information intended to persuade buyers to buy products with a view to maximizing profits.

Objects of Advertisement

1. To give information to the prospective buyer about the introduction of a new product, their features, and uses.

2. To create demand for a new product by persuading people.

3. To maintain and extend the market for an established product.

4. To educate people in the use of products.

5. To remove or overcome competition.

6. To remove doubts and encourage consumers to buy a particular.

7. To build goodwill, create brand loyalty and product differentiation.

8. To assist salesman in their effort to persuade people to buy the products.

9. To obtain supports of dealers & boost their sales efforts.

10. The reach even to those people to whom salesman cannot reach.

11. To reduce costs.

IMPORTANCE OR ADVANTAGES OF ADVERTISING

A). Advantages to Manufacturers

1.it creates demand for new products by informing people.

2. it promotes increased sales by maintaining the present demand.

3. it creates goodwill.

4. it creates a steady demand for products smothering out the seasonal fluctuation in demand.

5. if facilitates the quick turnover of good by promoting highly responsive markets.

6. it reduces the cost of production by making large-scale production possible through the creation of demand.

7. it reduces the cost of distribution by popularization the products.

8. it increases profits by increasing sales, promotion large-scale production, reducing the cost of production and cost of distribution.

9. it increases labor productivity by encouraging employees to produce better quality goods.

B) Advantages to Consumers

1.it facilitates purchasing by educating consumers to select the correct brand of commodities, which increase their personal satisfaction.

2. it paves the way for a better standard of living as consumers come to know about the new and latest products available in the market.

3. it makes available goods at reduced prices as advertisement increases sales promote large-scale production reduces the cost of production Comand distribution and increases competition.

4. it increases the utility of commodities.

5. it saves consumer's time as they have not to waste their time in selecting commodities.

6. it ensures good quality of products.

7. it prompts the consumers to work hard and earn more.

C)Advantages to Salesmen

1.it creates a proper base for the salesman by acquainting more people, in a shorter time, with the merits of the product, it new uses, view varieties and so on.

2. it educates even salesman and increases their confidence, capacity, and initiative.

3. it reinforces the sales point and simplifies work of the salesman as they cannot reach all places and at all times.

4. it reduces the efforts of the salesman as they can reach the right prospects with the least effort.

5. it increases the remuneration of a salesman by supplementing their efforts to increase sales and thereby increase remuneration.

D) The advantage to society.

Advertisement is beneficial not only to the manufacture and the consumers but also to society at large in the following ways.

1. It uplifts the living standard of the people.

2.it generates gainful employment opportunities.

3.it provides new horizons of knowledge to society.

4.it provides a regular source of income to a newspaper.

5.it transforms the culture of a nation.

6. it acts as a barometer of a nations economic growth.

Landmarks in the Advertising History of India

Fig. 1.5 Logo of Vividh Bharati

1967- First commercial broadcast on Vividh Bharati

 1968 - India wins bid for the Asian Advertising Conference•

     1970 - National Readership Studies provide relevant data•

1970 - Concept of commercial programming accepted by All India Radio•

1977 - First FM - Chennai. 1992 - Jullandhar. 15th Aug. 1993 – Mumbai•

1980 - Mudra Communications sets up shop•

Fig. 1.6 Logo of Mudra Communications

1990 - Advertising & Marketing (A&M) magazine launched

The Beginning of Satellite Channels

1991 - First Indian satellite channel - Zee TV is launched

1991- STAR (Satellite Transmission for Asia Region

1999 - Game shows like Kaun Banega Crorepati are a rage; heavy media buying

1999 – The raging success of Kyunki Saas Bhi Kabhi Bahu Thi signals the return of family soaps on TV

Presently in India, there are three main professional bodies which represent the three parties to advertising – namely,

The Advertiser – The Indian Society of Advertisers – ISA•

The Advertising Agencies – The Advertising Agencies Association of India – AAAI•

The Media – Indian Newspaper Society – INS•

Broadcast Media- Indian Broadcasting Society – IBS

As of 2005, the advertising industry has a gross billing of about Rs. 10,000 crores. The future of advertising in India is very bright, given the ever increasing array of over 100 satellite channels on television, new FM radio stations and newspapers entering the market every year.

Types of Advertisement

1.Product Advertising: The main objective of product advertising is to promote the sale or reputation of a particular product, brand or services. Manufacturers, businessmen, government organization and private non-business organization to promote the uses, fatures, benefits and images of their products and services use it. Product advertising may be further subdivided into direct action and indirect action advertising. Direct advertisemening aim to seek a quick response or action or action to the advertisement. Indirect action advertising does not aim to bring about immediate behaviour response rather it attempts to create favourable attitude towards the advertiser and his product or services over a long period of time.

2.Institutional advertising

Institutional advertising aims at building for a firm a positive public image or goodwill, rather than to promote sales of a product or service. It purpose is to create favourable feelings towards the firm and make friends for the institution or organization as a whole. Institutional advertising may be informative, persuasive or remainder-oriented in character. It may be further classified as patronage, public relations and public service institutional advertising.

Advertising media

The term media refers to the means through which the advertising information is communicated by advertiser to the prospective customers.it is medium of delivering sales meassage with a view to know and decide about the product or service advertised.

Advertising media may be classified under two categories.

A)Direct Advertising

B)Indirect Advertising

Direct Advertising aims at reaching directly the know prospects and is generally done through direct mail advertising. On the other hand, under indirect advertising public is indirectly approaches through a well chosen media such as a poster, films , television, radio, You tube, Blog,

Web site etc.

A)Press Media

1)Newsapapers

2)Magazines and Journals

3)Outdoor Media

B)Outdoor

1)Poster

2)Painted Displays

3)Electrical Arrangements

4)Travelling Displays

5)Sky-writing

6)Sandwichmen

C)Postal or Direct mail Advertisement

D)Other Media

1)Films

2)Radio

3)Television

4)Radio

5)Window Display

6)nterior Display and Show-room

7)Fairs and Exhibitions