Download What is advertising.Lect 1

What is advertising?
Advertising is a powerful communication force and vital marketing tool helping to sell goods,
services,
images,
and
ideas
through
channel
of
information and persuasion. It is highly visible force in the society. Today all of us receive
many advertising messages daily. Now it is essential to the success of any type of business and
industry. Furthermore, advertising strategies are employed more and more by non-business
organization
such
government,
college
characteristics.
It
process.
contains
is
and
one
Advertising
both
process.
the
convince
information
communication,
of
universities,
of
people
and
persuasion.
marketing,
Advertising
parts
public
the
to
us
service
marketing
buy
and
can
a
advertising
advertising
and
channel
of
and
communication
All
say
information
through
groups
products.
Today we
public-relation,
reaches
as
is
a
persuasion
communication
referred to as a medium. It is usually aimed at a particular segment of the
population - the target audience (Consumer and business). Basically it is a medium of
dissemination
persuasion.
It
of
always
creates
a
information
glamorous
area.
No
and
doubt
today
advertising
covers almost every area of the thought process and action of society. It is
considered
to
be
a
highly
sophisticated
communication
force
and
powerful
marketing tool. In other words we can say that it is a complete psychological
treatment of the consumer and a very creative and glamorous area also.
Definition
The word advertising came from the Latin word' advertere' means "to turn the mind toward". The
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American Marketing Association (AMA) recommends the Definition,
"Advertising
promotion
is
of
any
ideas,
paid
goods
form
and
of
services
non-personal
by
an
presentation
identified
and
sponsor".
The AMA points out that advertising is a tool of marketing along with the product and its
packaging, price, distribution and personnel selling. Definitely advertising is openly and over
the overtly subsidized information and persuasion, and its task is to present and promote for
more than merchandise. According to this definition promotion is 'non-personal'. It is directed
"to whom it may concern". If advertising is effective, it is because the audience is receptive to it.
Paid form: When product or services are mentioned favorably in the media-newspaper, magazines
and radio or television- the item appears because it is presumed to provide information or
entertainment for the audience. But this is publicity, and no payment is made by the
benefited organization.
Advertising on the other hand, is published or broadcast
because the advertiser has purchased time or space to tell the story of a certain product or
service.
Non-personal presentation: Personal selling takes place when a personal face-to-face
presentation is made. Although advertising complements or may submit for, personal selling it
is done in a non-personal manner through intermediaries - or media.
Idea, goods and services: From this point advertising is concerned with much more than the
promotion of tangible goods. Most of the advertising is designed to help sell goods and
services. It is being used increasingly to further public interest group.
An Identified Sponsor: Advertising discloses or identifies the sources of the opinion and
ideas. According to an identified sponsor, this point distinguishes advertising from
propaganda. Propaganda attempts to present opinions and ideas in order to influence
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attitudes and actions. Advertising on the other hand, disclose or identifies the source of
the opinions and ideas it present.
According to McCann Erickson, Advertising is "Truth Well Told" Actually advertising is a
paid publicity and silent salesmanship. It takes known what we have to sell or what we want to buy.
According to Seldon, "Advertising is a business force, which through printed words, sells or helps sale,
build reputation and fosters goodwill".
John V. W. expressed, "Advertising like salesmanship is an attempt to influence the thoughts and action
of people".
Canor and Wichart has given a definition in this form, "Advertising includes those visual or oral
messages in magazines, newspapers, movies and letters, over radio and television and on
transportation vehicles and outdoor signs which are paid by their sponsors and directed to consumers
for purpose of influencing their purchases and attitudes".
According to Britannica Dictionary, "A form of paid announcement interested to promote the sale
of commodity or services, to advance an idea or to bring about other effect desired by the advertiser".
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