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INTRODUCTION TO ADVERTISING
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Contents
UNIT 1- ADVERTISING
3-31Objectives, Introduction, Meaning and Significance of AdvertisingAttributes, Origin & Development of Advertising, Purpose &Goals of Advertising, History of Indian Advertising, Publicity,Propagandas, Sales Promotion, Advertising Types, SummaryExercises and Questions, Further Reading
UNIT 2- ROLE OF ADVERTISING
32-70Objectives, Principles of Advertising, Steps in Advertising PlanningAdvertising Agency, Parts of Advertisements, Advertising EthicsSummary, Exercises and Questions, Further Reading2
 
UNIT 1- ADVERTISING
Structure
1.0 Unit Objectives1.1 Introduction1.2 Meaning and Significance of Advertising1.3 Attributes1.4 Origin & Development of Advertising1.5 Purpose & Goals of Advertising1.6 History of Indian Advertising1.7 Publicity, Propagandas, Sales Promotion1.8 Advertising Types1.9 Summary1.10 Exercises and Questions1.11 Further Reading
1.0UNIT OBJECTIVES
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To understand the meaning of Advertising
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To understand the scope of Advertising
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To study the origin and development of Advertising
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To trace the history of Indian Advertising
1.1INTRODUCTION
Advertising and Public Relations are not ‘mass media’ in the same way that the press, the cinema, radio, TV is. They are not so much mediating technologies for reaching the masses as users of the mass media to get across their message to largenumbers of customers. Advertising has been the engine of growth of mass media.Much of the financial support for the development of the technologies media hascome from business and industry, which need large –scale advertising to maketheir ware known in the marketplace.
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