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INTRODUCTION
In TV, radio, cinema hall, newspapers and magazines, you observe a number of
advertisements. These advertisement relate to a variety of products ranging from daily use
items like oil, soap, shampoo, clothes to durable goods like television., refrigerator,
automobile etc. For each product, a number of companies advertise their brand, as in case of
washing powder, Surf, Ariel, Wheel, Doctor, Nirma etc, and in case of television, Videocon,
Sony, BPL, LG etc. While watching a movie in the cinema hall or a television at home you
must have noticed that suddenly there is a break and a model appears on the screen displaying
a product, indicating its special features, prices etc. This is followed by similar appearances
relating to other products before the movie is resumed. These displays are known as
advertisements which are used by different firms to inform a targeted group of customers
about their product, its quality, availability, price etc.
The main purpose of advertising is to inform the prospective customers about the
availability, quality, price etc. of their products and motivate them to buy. Advertising is any
form of non personal presentation of goods, services or ideas for action. Besides advertising,
sales promotion and personal selling are the other tools commonly used by the firms for
promotion of their products. The main objective of advertising is to help a business firm to
promote its products and increase the sales. But, there are some other goals also which a firm
can achieve with the help of advertising.
Advertising is different from publicity which is a communication of any significant
information about a company or its product to the public through non-personal media without
any payment by the concerned business firm. Thus, publicity is basically an information
about the product, service or a business firm which is communicated voluntarily by the media
and is of commercial significance to the firm. The information may be passed through media
like magazines, newspapers, radio, T.V. in the form of debates, discussions, news items,
reports, editorials etc. The company does not pay anything to the media for such activities.
ORIGIN OF THE RESEARCH PROBLEM
The purpose of advertising to inform to persuade has not changed. The presentation, massage
of advertising has become more and more educative. As new products are being introduced
everyday in the market it is becoming essential to educate the common man about the
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concept. As the time is changing, the style and application of advertising is improving. Noncommercial advertising which is mostly done for society, is also making waves. With the
advent of new technologies, the use of computers has become a necessary. This change in
technology has changed both, design and presentation of advertisement. Computer
technologies are becoming a very powerful tool in making of advertisement commercials.
Computer graphics, morphing and mixing techniques made advertising commercials very
effective and humorous. Many of the new companies are effectively advertising through all
media, and succeeding in raising required capital from public. As common people is being
exposed to the happenings of the share market through television, newspapers and magazines,
financial advertising is the latest trend. Most of the large business houses in the country are
effectively using the available media for building corporate image in the eyes of common
man.
INTERDISCIPLINARY RELEVANCE
Any paid form of non-personal presentation and promotion of goods, services or ideas by an
identified sponsor can treated as Advertisement. It can be done in two ways, first the present
users of the product may be persuaded to increase the present rate for product consumption.
Second way is to attract the new users into the market by telling them the qualities of the
product. There are some basic purpose of advertisement such as to make an immediate sale,
to build primary demand, to introduce a price deal, to inform about a product‘s availability, to
build brand recognition or brand insistence, to help salesmen by building an awareness of a
product among retailers and to create a reputation for services, reliability. It helps to increases
sales volume. On the one hand it reduces the cost of production and, on the other, increases
profits. Advertisers stresses quality and very often prices. This forms an indirect guarantee to
the consumers. Finally it is very useful for us to know where and when the products are
available. This reduces the shopping time.
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