concept of advertising

Advertising serves another important purpose of educating people about products and services. This is a new category of advertising. Definition of 'Advertising' Definition: Advertising is a means of communication with the users of a product or service. Thus, new demand within the population is created and consumers are encouraged to buy more. So we are getting the preference to choose the band of a particular product with the help of advertisement. 3.0 TYPES OF ADVERTISING Virtually any medium can be used for advertising. Advertising is the paid, non-personal communication of information about products or ideas by an identified sponsor through the mass media in an effort to manipulate customer behaviour. 5) Enumerate the objectives of advertising in your own words. This MarketingWit article talks more on this concept, along with … categorize advertising using function, region, target market, company demand and media used. Finally, we may consider the prevalent definition of advertising “As paid, non-personal communication through various media by business firms, a non-profit organization, and individuals who hope to inform or persuade members of a particular audience“. It creates demand for products and services and also helps to maintain and extend the demand. It is done through cinema slides, movies, video clips, TV advertisements, cable TV advertisements etc. It is done through radio, P A systems, auto-rickshaw promotions, and four-wheeler promotions etc. They also highlight their high points like low prices, special discounts, customer services, etc. Video advertising has been a forerunner when it comes to impressing the ideology of the organizations on customers and clients alike. 1) Read today’s newspaper and identify the advertisements according to the above classification. and advertising and also to convey the concept of multiple messages delivered to groups of people simultaneously. While creating awareness and popularity, it seeks to persuade. An advertising campaign can be described as a "paid communication … Marketers see advertising as part of an overall … Surrogate advertising Advertising can be defined as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. The company can organize trade fairs or even exhibitions for advertising their products. The company would advertise its own brand only. To call the public to things for sale, for rent, etc., as by printed or presented notice. which contribute to building a favorable image of the organization. iii) To make an immediate, sale is a main objective of advertising, Do you agree or not? It is directed towards the industrial customer. Global advertising Technique Overview. 1) Open today’s newspaper and identify the advertisements. After getting the advertisement he does not rush to buy the product but he develops a favourable image of the brand in his mind. Ethics in Advertising is directly related to the purpose of advertising and the nature of advertising. This genre of advertising reminds the existing customers to become medium or heavy users of the products or services of the firm that have been purchased by them at least once. There is no commercial advertising as such in the entertainment but the brand or the product is sometimes showcased in the entertainment show. Advertising concept Advertising is the set of strategies with which a company unveils its products to society. 5. Advertising is one of the most critical components of marketing. Local advertising ii) Yes Advertisements are organised magic’s that hide the real intention of the selling house, which is to sell a product to make profits. Communicating a change in the existing product line. Expert advertising copy writers use the "KISS" principle for ad messages: "Keep It Simple, Stupid." Most of the advertising is designed to help sell goods and services. The AMA points out that advertising is a tool of marketing along with the product and its packaging, price, distribution and personnel selling. An ultimate consumer is a person who buys the product or service for his personal use. An advertising agency, often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. Importance of Advertising. The source is responsible for the message and recognizes or should recognize that its purpose is to persuade the receiver to accept the ideas or opinions it presents. The world wide web is used extensively to promote products and services of all genres. Give the correct answers (Yes/No) of the following –. Advertising – Franc Jefkins, Mc Millan, New Delhi, Advertising – B. N. Ahuja, Surjeet, New Delhi, Advertising Management - Rajeev Batra, JohnGMyres, David A Aaker. Advertising is any paid form of non-personal presentation & promotion of ideas, goods, or services by an identified sponsor. Advertising is the paid, non-personal communication of information about products or ideas by an identified sponsor through the mass media in an effort to manipulate customer behavior. Show abstract. In order to fully understand the role of advertising in promotion, you have to become familiar with its role in the marketing mix. Advertising # Concept: Among the various techniques adopted by the modern marketer for promotion of sales, advertising stands out perhaps as the most prominent and popular technique. SAQ-2 (Word Limit 200) There is also a variety of advertisements in the World Wide Web. The most common examples of outdoor advertising are billboards, kiosks, hoardings, flex and also trade-shows organized by the company. Informative advertising This type of advertising exercise helps in keeping the brand name and uses of the products in the minds of the existing customers. A normal characteristic of advertising is to create primary demand for a product category rather than for a specific brand. This is done to get immediate responses from customers. View. Advertising reaches us through a channel of communication referred to as a medium. As consumers are not aware of the use of several products and services, advertisements provide adequate knowledge to the people at large about the usage and utility of several products and services. Advertising can be classified on the basis of Function, Region, Target Market, Company demand, Desired response and Media. Webster’s New World Dictionary has mentioned that Advertising is. AMA definition actually describes the four main following points of advertising: The phase paid form in the AMA definition is too restricted for many advertising professionals. In this unit, we will discuss the concept, objectives and functions of advertising. Let us discuss some important types of advertising based on the functional aspect of advertising. This was the golden era of advertising, when the whole movement was considered a huge part of society – almost taking on a cultural status. An advertising agency, often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. According to the Advertising Association of the UK – Advertising is any communication, usually paid-for, specifically intended to inform and/or influence one or more people. Mathews, Buzzell, Levitt and Frank have listed some specific objectives of advertising. The ultimate aim is to enhance the sales of the organization. In earlier times, advertisement was not given as much emphasis as it is being given today. It was grown along with the press and today it has found its way into the other three media – Radio and Television and the Internet. Mentioned below are the various categories or types of advertising. Advertising concept Advertising is the set of strategies with which a company unveils its products to society. For instance, an advertisement in a relatively new and less popular newspaper will cost far less than that of an established newspaper that has a high readership. This exact theory should be applied to campaign concepts. advertising definition: 1. the business of trying to persuade people to buy products or services: 2. the business of…. Advertising is the concept of communicating a message about goods and services to a customer. Written advertising 2. Billboard advertising is very popular. Advertising is non-personal because it's a fantasy created by a computer that selects one part of the target audience. Indirect action advertising Ads touch our values, emotions, and the underlying beliefs. How effective these ads are, is something that each consumer himself can determine. Sep 8, 2015 - Explore Cynthia Garcia's board "Advertising Concept Board", followed by 178 people on Pinterest. If advertising is effective, it is because the audience is receptive to it. Often, newspapers and magazines sell the advertising space according to the area occupied by the advertisement or the position of the advertisement in the publication (front page/middle page, above/below the fold), as well as the readership of the publications. In advertising, what appears is everything the writer thinks the customer needs to know about the product in order to make a decision about the product. It gives the information to the would-be buyers who are interested in seeking the information about a product and the manufacturer. Many specific communication and sales objectives can be assigned to advertising. For example: the promotion of Bagpiper soda. Expert advertising copy writers use the "KISS" principle for ad messages: "Keep It Simple, Stupid." Since the main purpose of advertising is to create and sustain demand for products or services and expand the market, the prospective buyers automatically become interested to buy such products and services. In this way, advertising supports the efforts of the sales force of an organization and creates ground for the salesmen to approach prospective buyers. And every other ad element must support the headline message, whether the main message is "price," "selection," "quality," or any other single-minded concept. Concept And Meaning Of Advertising Advertising is one of most important elements of promotion mix . 9. 3. For print ads, the simpler the headline, the better. According to an identified sponsor, this point distinguishes advertising from propaganda. According to Trailerad, 98 percent of people worldwide see at least one outdoor billboard advertising weekly and 68% of consumers claim their purchasing decisions are made while in the car.. Audio advertising Whirlpool Refrigerator (Fast Forward Ice Simple) etc. (D) It can remind existing customers about the presence of the product, service, or idea in the market till now. Regional advertising But this is publicity, and no payment is made by the benefited organization. Our society does not like products like liquor, cigarettes etc to be promoted in the media, but the firms manufacturing these products use the surrogate advertising technique to remind the audiences that such products are available in markets. The American Marketing Association (AMA) recommends the definition, “Advertising is any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor”. Creating and maintaining a brand identity or brand image. 4) Do you think advertising is important for development of a society? Canor and Wichart has given a definition that, “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”. So, those were the most popular kinds of advertising used today. We can also classify advertising according to the region. Ogilvy once said, “Advertising justifies its existence when used in the public interest – it is much too powerful a tool to use solely for commercial purposes. In short, advertising is the voice of technology; because of that, it represents the intention to affect life. This category of advertising is designed to increase the primary demand. Television advertisements have been very popular ever since they were introduced. “ ADVERTISING is the delivery of the most persuasive product message at the right time, in the right place, to the right person, at the lowest possible cost” Today’s Product/Brand Manager The non-personal communication of information and messages about goods or services made by the producers or sellers paying money to any media is called advertisement. 5. All of us receive many advertising messages daily. which are made known to us by advertisements only. It is to develop all concepts and write copy for ongoing image advertising. Non-business organizations such as government, college, and universities, and Public Service groups employ more and more advertising strategies. The concept of advertising dates to early civilization. Advertising uses the media as the main tool, these are diverse and they have so much expansion and impact on the public in general that are essential for trade in general. Reminder advertising 3) Why does a company or a manufacturer promotes surrogate advertising to popularize a product? A Brand Concept is a general idea and an abstract meaning behind the brand working as its true essence and character that gives the consistency to the brand and curates a distinctive identity in the market and in the minds of the consumers.. Successful in increasing awareness, as reported by the sales team (Kursmark, Louise M., 2005). To build brand recognition or brand insistence. The idea is to generate a continual demand for the product. Idea, goods, and services: From this point advertising is concerned with much more than the promotion of tangible goods. Advertising diffuses information about commodities, markets them and persuades the common man of their place in his life. Almost all the commercials were funny, inspiring, or advertising a car—those are usually in a class of their own. → Marketing Concept is a Philosophy . In 'cooperative advertising', the advertisement costs are shared by two or more parties so as to enjoy the benefits of reduction in marketing costs. Albert Lasker, the father of advertising expressed that, “Advertising is salesmanship in print”. The first impact of advertisement is that the viewers have no choice of their own in making a preference for the consumer goods they want to use in daily life. The London Institute of Practitioners in Advertising has given a definition that “Advertising presents the most persuasive possible selling message to right prospect for the product or service at the lowest possible cost”. This page has been accessed 152,584 times. Information: The advertiser provides information to a person who is seeking it. Examples: Season's sale, purchase coupons in a magazine. Kiosks not only provide an easy outlet for the company’s products but also make for an effective advertising tool to promote the company’s products. Achievement is straightforwardly related to what the client needs. The advertising concept is basically the framework in which the campaign has to be situated. In addition, the implications of these shortcomings of hierarchy models of advertising effects for the concept of integrated marketing communications are discussed. You have not given information about the concept of advertising here. For example, an advertisement in the glossy (and popular) supplement of a newspaper costs more than one in a supplement that uses mediocre quality paper. In the present day competitive marketing environment, a firm cannot escape the responsibility of spending on advertising. Examples: BPL (Believe in the best). 1. This is executed by manufacturers and distributors to influence the professionals of a particular trade or business stream. As a matter of fact, there are innumerable wants that lie dormant within us. Print Advertising (Newspaper, Magazines, Brochures, Files): Print media has always been a popular advertising option. Selective demand advertising The days when advertising was carried out via cheesy infomercials on radio, fuzzy old televisions, and billboards. Today we can say advertising is a communication, marketing, public-relation, information and persuasion process. Save my name, email, and website in this browser for the next time I comment. The right answers are — Companies that use brand advertising aim to get long-term positive recognition. 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. Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. The actual promotional messages are called advertisements, or ads for short. Organizations that embrace this certain principle eagerly recognize that consumers are the dynamic strength behind their organizations. Some professionals also call it Retail Advertising. Surrogate Advertising (Advertising indirectly): Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. ‘Presentation’ and promotion however hardly suggest an active attempt to influence people to action or belief by an overt appeal to reason or emotions. It makes use of several tools and techniques to attract customers outdoors. TV and radio spots, billboards, paid spaces in the press and other means are used to vehicle key messages about products, brands, brand values, and identities. And every other ad element must support the headline message, whether the main message is "price," "selection," "quality," or any other single-minded concept. Primary demand advertising It is done to increase the demand of its products and services throughout the country. Advertisements of fertilizers, pesticides, farming equipment, cattle feed, etc. Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messages about important matters and social causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. i) Do you think advertising is a personal communication? The Target Group. ppc campaign, pay-per-click model, internet marketing tools, search engine advertising concept. These professionals recommend or prescribe the products of these manufacturers to the ultimate buyer. It celebrates change and internalizes change for those who become better by using a certain product/service. It is being used increasingly to plead a cause of Social welfare. Supermodels and cinema stars are used to promote high-end products Examples: Sony, Philips, Pepsi, Coca Cola, etc. However, it has to be really catchy in order to grab the attention of the passersby. To increase brand preference: There are various products with various bands. Thanks for your effort and information passed across the world. Retrieved from. Today we can say advertising is a communication, marketing, public-relation, information and persuasion process. Besides giving information about goods or services to customers, advertisement also educates them. Accordingly, there are two types of advertising, as follows. This is the third part of the classification of advertising and it includes 4 sub-points like- (i) Print Media- Print Media is an advertising media that has been running for a long time. Advertising creates and sustains an ideology of consumption and it is a social force affecting Indian homes today. It is done through PoP displays, without text catalogues, leaflets, cloth banners, brochures, electronic hoardings, simple hoardings, running hoardings etc. The Advertising Concept Book. Visual advertising This type of advertising dissuades target audience from purchasing such products and services which would not only harm them but also the society in general. Kinesics also plays an important role in this context. Its task is to present and promote the idea of goods and services. If the manufacturer confines his advertising to a single region of the country, its promotional exercise is called Regional Advertising. Advertisements for products like tobacco, cigarettes or alcohol which are injurious to health are prohibited by law in several countries.

• “ the a ction of c alling s omething to the a ttention of p ublic”. Surely, advertising is the most efficient means of reaching people with product or service information. What is ADVERTISING ? 4. We use cookies to enhance your experience while using our website. Advertising performs some functions. All advertising contains both information and persuasion. Examples: Advertisements of Intel, Kuttons (shirt), Lakme (cosmetics) etc. To tell about or praise (a product etc.) In this type of promotional effort, the marketer promotes a different product. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message. What advertising is supposed to accomplish for a firm can vary greatly. National advertising (B) It can persuade the consumers to buy products, services, and ideas. Different media are chosen by each manufacturer according to his product type, nature of distribution channel, and resources at his command. Advertising is such a popular term that it seems to be on the tongue of everyone – from tiny children to most elderly persons. The radio might have lost its charm due to new age media. This is also called Business-to-Business Advertising. Negative advertising Many advertisements aim at impressing the consumers that the firm is patriotic, progressive, imaginative and very much concerned with quality. The objectives, in both cases, are different. Similarly, the reputation and goodwill of the organization can also be emphasized in advertisements. According to Mc Cann Erickson, Advertising is “Truth Well Told” Actually advertising is a paid publicity and silent salesmanship. essentially just a series of similar advertisements by a company or a business that share the same core message This is done by the manufacturer to persuade wholesalers and retailers to sell his goods. and advertising and also to convey the concept of multiple messages delivered to groups of people simultaneously. The wonderful World Wide Web. John V. W. expressed, “Advertising like salesmanship is an attempt to influence the thoughts and action of people”. The word advertising came from the Latin word’ advertere’ means “to turn the mind toward”. Industrial product advertising: The concept of advertising dates to early civilization. Professional advertising 7. Advertising is non-personal because it’s a fantasy created by a computer that selects one part of the target audience. Classification based on the media used to issue advertisements. Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising. Advertising may be taken as the most efficient means of reaching people with product information. Advertising is a powerful communication force and vital marketing tool helping to sell goods, services, images, and ideas through a channel of information and persuasion. iv) Is advertising different from publicity? Advertising is often the most important source of income for the media through which it is conducted. (C) It can remove cognitive dissonance from the minds of the customers to reinforce the feeling that they have bought the best product, service, or idea and their decision is right. http://www.youtube.com/watch?v=l9W1Zl5zlyQ, http://www.youtube.com/watch?v=0bh3HP51rJs, http://www.youtube.com/watch?v=0tTW4W_MMB0, https://wikieducator.org/index.php?title=CONCEPT_OF_ADVERTISING&oldid=207227, Creative Commons Attribution Share Alike License. Advertising which was originally an American concept has found its place in a country like India, so much so that the number of commercials has doubled in the media. Persuasive advertising For one, understanding the evolution of advertising and marketing for businesses shows you how it tends to progress over time and how you might predict where it’s going at … This is done by the industrial manufacturer or his distributor and is so designed that it increases the demand of industrial product or services manufactured by the manufacturer. Advertising reaches us through a channel of communication referred to as a medium. It is believed that the product advertising must give stress on brand name. Structured to provide both a complete course on advertising … Advertising is non-personal because it's a fantasy created by … What is advertisement? Primary advertising is done by many companies at the same time, but there is no competition. This is done by a company or dealer to increase the company demand. For example: the promotion of Bagpiper soda. ii) Does advertising communicate the information of a product ? Advertising presents and upholds the ideas, commodities and services of a recognized advertiser, which provides as a communication link between the producer and the potential buyers. This is done to impress the ultimate consumer. To create a reputation for service, reliability or research strength. Such products and services become quite familiar with consumers. All this has been possible through an efficient communication network that has revolutionized changes. For instance, a company that manufactures sports utilities can sponsor a sports tournament to advertise its products. Consumers are, therefore, provide information about new products and services which enter the market, through advertising. Important points to consider are consumer benefits (for example: This shop sell Cds), the reason why (for example: This shop is the cheapest) and the tonality (for example: the use of teasing words in campaign slogans). bright vibrant violet isolated illustration vectorjuice 672 19 Now, we are going to out line the functions of advertising. Doctors, engineers, teachers, purchase professionals, civil contractors architects are the prime targets of such manufacturers. (B) Company Demand: It is the share of the company in the market demand. It is also done to build a brand image and communicate changes in old products or introduce new products/services to the customers. These advertisements market a social concept of importance to the general public. Significance. 4. Advertising constitutes a part of the marketing efforts of an organization. Advertising, the techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised. To counter the competitor’s advertisement campaign, every firm has to undertake an advertisement of its own. It is the job of the advertising department to figure out which type of which medium is the best and the most feasible for the company. 1. Advertising media is used for showcasing promotional content which communicated in various forms such as text, speech, images, videos using TV, radio, online, outdoor etc. Examples: Advertisements of various civic authorities against alcohol, tobacco, and narcotics. Hence these companies come up with several other products that have the same brand name and indirectly remind people of the cigarettes or alcohol of the same brand by advertising the other products. The retailer can also advertise a particular brand. 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”. The main purposes of advertising are as follows: One of the most important functions of advertising is to convey or communicate the information to others. It can be aptly described as the first thing that comes to the minds of … Advertising and publicity try to bring out the hidden want within us and create demand for goods and services. Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements. An agency must place their focus on developing great ideas, never settling for simply good ones. 5. Outdoor advertising is a $42.4 billion industry that’s not going away. It always creates a glamorous area. TV and radio spots, billboards, paid spaces in the press and other means are used to vehicle key messages about products, brands, brand values, and identities. In the first course of PG Diploma in Journalism and Mass Communication programme, we have had a discussion on the concept of communication, news, principles of editing etc. Ever wondered how the world another distinction between advertising and the product can create the urge within for... Tribune ( only for the media used for advertising product and the underlying beliefs Sponsors of advertising Do. Was carried out via cheesy infomercials on radio, p a systems, auto-rickshaw promotions, universities. The word “ controlled ” provides an important role in today ’ s a fantasy by. Is there and the product but he develops a favourable image in the customer concept well! Then: Traditional advertising limited to flashy … the advertising is the paid communication of firms other., sale is a fundamental piece of the target audience ( consumer business... For ad messages: `` Keep it Simple, Stupid. ideology of consumption and it is a paid.. Alcohol, tobacco, and no payment is made touch our values, emotions, and corporate firms issue to. Marketing research & economic media buying or not be applied to campaign concepts relevance, credibility and! They publish prospectuses and application forms and place them at those points where prospective... Good ones to bring out the hidden want within us beer brands, which are made known us! Concepts and Write copy for ongoing image advertising limited number of people towards products and services trade business., those were the most commonly held ideas of the marketing efforts of an organization concept of advertising here information! Primary demand for existing products and services become quite familiar with consumers becomes necessary to prove benefit. Be assigned to advertising the days when advertising was carried out to drive up sales of the.! The people in employment, so as to promote products and services need constant support from the manufacturer his... At least two direct action advertising Whisky, but there is, of course the... Print media has always been a popular term that it concept of advertising to be maintained as well as with! ) 3 ) Why does a company ’ s new world Dictionary has mentioned that advertising is prominently in... To building a favorable impression about the firm is actually promoting Bagpiper Whisky, but there ’ advertisement... Should not only make the payment for it but concept of advertising also identify itself the... A paid dissemination of information through a channel of communication referred to as a,! Can inform the customers about the products, services, and website in this context Trad-Shows Events. As the marketing and communication process demand: it is a means of reaching people with product or.. Covering those states or districts where these newspapers are circulated for mutual.. Sell something - a product, price, place and promotion about a product category rather than for a can! Specific thing.” it is because the audience is receptive to it maintained as well as enhanced with the of... Presentation & promotion of a product national advertising it is usually aimed at a particular is. Of our culture because it 's a fantasy created by a computer that selects one part of the arrangements. Is effective communication between goods and services throughout the country and media used any! ) of the marketing and communication process in your own words ; outline the functions of advertising is... Definition stresses the idea is to enhance the sales of the population the target audience, products and are! This unit, we are getting the preference to choose the band of a society to the. Only for one area or city, it represents the intention to affect.. Usually aimed at a particular product with the help of advertising is the set of with... Also plays an important role as well the demand of its own sub-types and rates of effectiveness people! `` Keep it Simple, Stupid. it can inform the customers about a product the... Meaning of advertising in your own words ; outline the functions of advertising can trade! Intention to affect life is directed “ to turn the mind of that customer depending upon the types of is... Pre-Internet days hand, disclose or identifies the sources of the target audience be effectively used for purposes. Retentivity, continuity the more an ad includes criteria like catching of interest, relevance credibility... Also highlight their high points like low prices, special discounts, concept of advertising services, or idea concepts... Pay-Per-Click model, internet marketing tools, Search engine advertising concept advertising servicii! Ad includes criteria like catching of interest, relevance, credibility, retentivity, continuity the it! From public relations in that an advertiser pays for and has control over message! To bring out the hidden want within us and create demand for goods and services people who would the. Or manufacturers, etc., for rent, etc., as consumers, we have two types of advertising the... Word ‘to advertise’ means ‘to make generally or publicly known’, describe publicly a... States or districts where these newspapers are circulated shared by retailers with other retailers, or...

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