advertisement

2. Meaning Of Advertising
The word advertisement is derived from Latin
word ‘advertere’ which means turning the
attention of the people towards the product.
It includes all the activities performed by an
enterprise to present the goods and services to
the consumer and to motivate them to buy
these goods and services. It is a vital tool of
marketing goods, services and ideas.

3. Definition On Advertising
 According To “Littlefield and Krikpatrick”
“ Advertisingis a mass communication
of informationintendedto persuade
buyersso as to maximize profits” .

5. Functions of Advertising
Promotion of Sale
 Educate public About Product
 Introduction of New Product
Overcome competition
 Mass Production

6. Advertisement Can Do These Things
• Introduce a new Product
• Create Demand
• Give Information
• Help open new market
• Help determine buyer preference

8. Goalsof Advertising(7M’s)
 Merchandise :- what products/ services benefits we
need to sell?
 Markets :- who are the people whom we want to
reach? Or who buys?
 Motivates :- what is the reason for the customer to
buy the product? Why do they buy?
Messages :- what key idea of information we want to
convey?

9. Media :- How do we reach our
audience? Which one to choose?
Measurement :- how do we measure
the result of advertisement?
Money :- how much to allocate?

10. “Money Spent on Advertising is an Investment”
1. Advantagesto Manufacturers
(i) It creates demand for new products by informing people
about the availability and suggesting them about the
use of such goods.
(ii) It promotes increased sales by maintaining the present
demand and expanding the markets by attracting more
people to buy.
(iii) It creates goodwill by making the name of the
manufacturer and his products famous and known in
every home.

11. ( iv) Advertising increases the reputation of the
manufacturers in the public. It build the image of the
product and goodwill of the manufacturers. It creates
an image in the minds of customers about his brand.
(v) Continuous advertising reminds and persuades the
consumer about the product.
(vi) Advertising is helpful in opening or creating new
markets. It helps the manufacturers to take decisions
whether to expand the market share or not. It also
helps them to sell new products or improved variety of
products.

13. 2. Advantagesto Consumers
(i) It facilitates purchasing by educating consumers to
select correct brands of commodities which increase their
personal satisfaction.
(ii) Prices are generally announced by the manufacturer.
Thus, consumer is aware of the price and he cannot be
cheated.
(iii) Advertisement gives information about various brands
available in the market and their special features. It
makes easy for customer to buy the best one.

14. (iv) Advertised products are
easily available in the market.
The consumer does not have
spend much time in
purchasing them.
(v) Advertising is the
connecting link between the
manufacturer and the
customers. It eliminates the
middlemen. There is no profit
for the middleman. Hence the
price is low.

16. 3. Advantages to the Society
(i) Advertising provides a new horizons of knowledge to
the society as every advertisement has a theme. It
improves the knowledge, language and style of the
people.
(ii) Advertisement creates employment directly and
indirectly.
Directly :- artists, copywriters, painters, musicians,
photographers etc.
Indirectly :- Advertisement leads to increase in sales and
production.

17. (iii) Advertising is not only a means of
popularizing products or services but a very
effective and useful means of education also.
Each advertisement has a particular message to
convey to the people.
(iv) Advertisement educates the people about the
comparative merits and demerits of the various
products and thus they can make the best use
of their money.

19. Advertisement is wasteful/unnecessary
 It is argued that advertising is responsible for increasing
the cost of production which ultimately increases the
prices of goods.
 It is said that advertisement encourages monopolies
because almost all the effective media of advertisement
are so costly that these can be afforded by the
manufacturers of large scale units only.
 Misuse of advertisement by giving incorrect information
about the product.

20.  Advertisement gives birth to social evils. They
motivate the people to buy such articles as are
injurious to their health. For instance,
advertisement of cigarettes or wines may induce
a person to take to drinking or smoking.
 The advertisements in the present time are full
of exciting emotions, nude poses of beautiful
girls and sex appeals. Much of advertising is
vulgar, silly and stupid which is highly
offensive to public decency..