credibility. Effective marketing communication is not without establishing and maintaining mutualunderstanding between the company and its customers. The lubricant making the wheel of marketingrun smoothly is public relations. Bright image is created and maintained only by public relations. That is why, modern business houses attach great significance to the public relations activities.
Difference between Advertising and Publicity
Advertising differs from publicity in regard to the following points :(
1) Paid/non-paid from
. Advertisement is a paid form of communication. Its cost is borne by the advertiser But publicity is any non-paid mention of an organization or its ideas or products in the news Media. Publicity cannot bepurchased in the usual sense of the term. Any institution can come to the attention of the public by beingnewsworthy. It has not to pay anything for the publicity, but has to supply the necessary information tothe news media.(
2) Identification of sponsorer
. Advertisement is issued by an identified sponsor. Publicity does not need an identified sponsor
(3) Control over message
. In advertising, the advertiser exercises control over the type, size,duration, and frequency of the message But in case of publicity, the control lies with the publicity media.
Difference between Advertisement and Personal Selling
The points of distinction between advertisement and salesmanship are listed below;(1
) Personal/Non-personal form
. Advertising is a non-personal form of communication. There is nocontact between the advertiser and the buyer. But salesmanship means personal selling. The salesmanhas face-to-face contact with the buyer.(
2) Mass vs. Individual communication
. Advertising is mass communication. It is addressed to alarge number of people. But salesmanship is individual communication. The impact of salesmanship is visible on the buyer who come into contact with the salesman.
Advertisement may aim at enhancing the goodwill of the advertiser. It may have no immediate purposeto sell the goods or services. But salesmanship always aims at effecting sales.
Objectives of Advertising
The fundamental purpose of advertising is to sell something - a product, a service or an idea. In additionto this general objective, advertising is also used by the modern business enterprises for certain specificobjectives which are listed below :1.
To introduce a new product by
creating interest for it among the prospective customers.2.
To support personal selling programme
. Advertising maybe used to open customers' doors forsalesman ..3.To reach people
To enter a new market
or attract a new group of customers.5.
To light competition
in the market and to increase the sales as seen in the fierce competition between Coke and Pepsi.6.
To enhance the goodwill
of the enterprise by promising better quality products and services.7.
To improve dealer relations
. Advertising supports the dealers in selling he product. Dealers areattracted towards a product which is advertised effectively.8.To warn the public
of an enterprise's products.
Functions of Advertising
Advertising has become an essential marketing activity in the modern era of large scale production andserve competition in the market. It performs the following functions:
1. Promotion of Sales
. It promotes the sale of goods and services by informing and persuading thepeople to buy them. A good advertising campaign helps in winning new customers both in the national as wet] as in the international markets.
2. Introduction of New Product
. It helps the introduction of new products in the market. A businessenterprise can introduce itself and its product to the public through advertising. A new enterprise can'tmake an impact on the prospective customers without the help of advertising. Advertising enables quick publicity in the market.
3. Creation of Good Public Image
. It builds up the reputation of the advertiser. Advertising enablesa business firm to communicate its achievements in an effort to satisfy the customers' needs. Thisincreases the goodwill and reputation of the firm which is necessary to fight against competition in themarket.
4. Mass Production
. Advertising facilitates large-scale production. Advertising encourages productionof goods in large-scale because the business firm knows that it will be able to sell on large-scale with thehelp of advertising. Mass production reduces the cost of production per unit by the economical use of various factors of production.