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Advertising is the dissemination of information by non-personal means through paid mediawhere the source is the sponsoring organization. The messages carried in-medias. Advertisingobjectives serve as guidelines for the planning and implementation of the entire advertisingprogramme. It helps the consumer to save their time in purchases.It helps themanufacturersell their products. The relation between wholesalers and retailers isimproved through advertising. Sales promotion consists of diverse collection of incentive tools,mostly short-term designed to Sales promotion tools vary in their specific objectives. A freesample. Stimulates consumer trial, while a free management advisory service comments a long-term relationship with a retailer stimulates quicker and / or greater purchase of a particularproduct by consumers or the trade. Rationale of sales promotion may be analyses for Short-term results, Competitive Pressure, Buyers’ expectations, Low quality of retail selling. There iswide acceptance that sales promotion is one of the most mismanaged of all marketingfunctions. The report contained advantages, purpose of advertising and sales promotion. It also discussedrationale, plan preparation, integrating and planning advertising and sales promotionINTRODUCTIONAdverting is only one element of the promotion mix, but it often considered prominent in theoverall marketing mix design. Its high visibility and pervasiveness made it as an important socialand encomia topic in Indian society. Promotion may be defined as “the co-ordination of all sellerinitiated efforts to set up channels of information and persuasion to facilitate the scale of a goodor service. Promotion is most often intended to be a supporting component in a marketing mix.Promotion decision must be integrated and co-ordinated with the rest of the marketing mix,particularly product/brand decisions, so that it may effectively support an entire marketing mixstrategy. The promotion mix consists of four basic elements. They are:-1. Advertising2. Personal Selling3. Sales Promotion, and4. Publicity1. Advertising is the dissemination of information by non-personal means through paid mediawhere the source is the sponsoring organization.2. Personal selling is the dissemination of information by non-personal methods, like face-to-face, contacts between audience and employees of the sponsoring organization. The source of information is the sponsoring organization.3. Sales promotion is the dissemination of information through a wide variety of activities otherthan personal selling, advertising and publicity which stimulate consumer purchasing and dealereffectiveness.4. Publicity is the disseminating of information by personal or non-personal means and is notdirectly paid by the organization and the organization is not the source.DEFINITION OF ADVERTISISNGThe American Marketing Association, Chicago, has defined advertising as “any form of non-personal presentation or promotion of ideas, goods or services, by an dentified sponsor.” FROM THE ABOVE DEFINITIONS:

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Advertisement is a MESSAGE to large groups.

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It is in the form of NON_PERSONAL COMMUNICATION.

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It persuade the GENERAL PUBLICS to purchase the goods or services, advertised.

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It is PAID FOR by advertiser to publisher.

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Advertising messages are IDENTIFIED with the advertiser.Advertising includes the following forms of messages:The messages carried in-

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Newspapers and magazines;

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On radio and television broadcasts;

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Circular of all kinds, (whether distributed by mail, by person, thorough tradesmen, or byinserts in packages);

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Dealer help materials,

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Window display and counter – display materials and efforts;

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Store signs, motion pictures used for advertising,

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Novelties bearing advertising messages and Signature of the advertiser.Advertising ObjectivesEach advertisement is a specific communication that must be effective, not just for onecustomer, but for many target buyers. This means that specific objectives should be set for eachparticular advertisement campaign. Advertising is a form of promotion and like a promotion; theobjectives of advertising should be specific. This requires that the target consumers should bespecifically identified and that the effect which advertising is intended to have upon theconsumer should be clearly indicated. The objectives of advertising were traditionally stated interms of direct sales. Now, it is to view advertising as having communication objectives thatseek to inform persuade and remind potential customers of the worth of the product. Advertisingseeks to condition the consumer so that he/she may have a favorable reaction to thepromotional message. Advertising objectives serve as guidelines for the planning andimplementation of the entire advertising programme.Advantages of advertising

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Advertising is considered multi dimensional.

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It helps number of marketing activities.

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It is a technique of sales promotion.

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Sales volume is increased by advertising.

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It helps and supports the salesman in selling the products.

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Consumer knowledge about the product is increase by advertising.

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It helps the consumer to save their time in purchases.

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It helps the manufacturer sell their products.

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It helps quick selling is possible which leads to more production at less cast.

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The relation between wholesalers and retailers is improved through advertising.

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Advertising introduces new products, stimulates markets regarding theexisting Product and repeated sales

BENEFITS TO MANUFACTURERS:1It increase sales volume. On the one hand, it reduces the cost of production and,on theother increases profits.1.It helps easy introduction of products into the markets.

It helps to create an image and reputation not only of the product but also of theadvertiser.3.Retail price maintance is possible.4.It helps to establish a direct contact between manufacturers and consumers. BENEFITS TO WHOLESALERS RETAILERS :

Easy sale of the products is possible since consumers are aware of rhe product and itsquality.1.It increases the rate of the turnover of stock.2.It supplements the selling activities.3.The reputation credited is shared by the wholesalers and retailers and alike.4.It enables them to have product information. BENEFITS TO CONSUMERS 1.Advertising stresses quality and very often prices. This forms an indirect guarantee tothe consumers. Further more, large scale production assured by advertising enables theseller to sell the product at a lower cast.2.It provides an opportunity to the customers to compare the merits and demerits of various substitute products.3.This is perhaps the only medium through which consumers could know the varied andnew uses of a product.4.Modern advertisements are highly informative. BENEFITS TO SALESMEN 1.Introducing the product is made easy.2.Advertising prepares necessary ground for a salesman to begin his work. Hence salesefforts are reduced.3.The contact established with the customer by a salesman is made permanent throughadvertising.4.The salesman can weigh the effectiveness of advertising when he makes a direct contactwith the customer.