CHAPTER 1INTRODUCTION TO ADVERTISEMENT
The modern age is an age of competition. The acute competition in themarket has made it absolutely necessary for manufacturer to reach thecustomers and to find out the new buyers. This demand creation has becomean important function now days.With the markets glutted with endlessly brands of products, the consumers isinfluenced largely by advertising in his decision making process. Hence tosurvive in the ruthlessly competitive market, advertising has become a major tool through which companies make direct persuasive communication to thetarget buyers.The art of advertising is prevailing in all walks of human life. It has acquiredthe distinction of being the most visible and glamorous methods of marketingcommunication. Effects to improve business are ineffective without some formof sales promotion through the medium of advertising. Advertising movesmerchandise and creates the demand for services. It is the quickest, and themost effective tool yet developed as an aid to selling.Needs escalate and consumer perceptions of products and services alsochange buyer’s attitudes towards products may be determined not merely byproducts as manufactured in factories, but also by persuasive and meaningfulcommunication directed at a specific target audience in the form of advertising.