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Advertising is nothing but a paid form of non-personal presentation or promotion of ideas, goods or
services by an identified sponsor with a view to disseminate information concerning an idea,
product or service. The message which is presented or disseminated is called advertisement. In
the present day marketing activities hardly is there any business in the modern world which does
not advertise. However, the form of advertisement differs from business to business.
It is a business, an art, an institution, and a cultural phenomenon.

The general publics attitude toward advertising is ambivalent in that they like the individual ads
while they hate advertising in general believing the profession to be glamorous while the morality
of the industry are suspect.

Much of the value and power of advertising is that it provides silent information as to how we
should interact and present ourselves. Advertising helps consumers see the possibilities and
meanings in the things that they buy. Advertising also liberates meanings that lie below the
surface. For example, Doyle, Dane, Burnbachs Volkswagon ads turned the unlikely automobile
(an amalgamation of a insect and a machine developed by Hitler as his war vehicle) into a mobile
social statement (in the 60s and 70s the Volkswagon van often had a peace symbol emblazoned
across the front). Advertising is part of our every day culture. If we see, as estimated, 1,500 ads
per day, clearly they must influence or even change the cultural consciousness and behavior of
the public.

Certainly advertising promotes a higher quality of goods through the ability of the consumer to
identify a particular manufacturer and thus creating a need for that manufacturer to maintain
quality. Advertising also gives business the ability to roll-out new products fast enough to offset
the costs of creating such products. Additionally, advertising protects industry from government
and special control as it democratizes information to consumers as to what products are available.

Definition: Advertising is a paid, mass mediated attempt to persuade.
Advertising is paid communication by a company, organization (client/sponsor) or political
candidate who wants their information disseminated. It is mass mediated in that it is delivered
through communication media designed to reach large numbers of people. And it is an attempt to
persuade, that is, to get someone to do something. Even it the ad is purely informational, it is still
designed to get consumers to like the brand/company/person.

An advertisement is a specific message while an advertising campaign is a series of coordinated
advertisements that communicate a theme or idea.
An audience is a group of individuals who receive and interpret messages sent from advertisers.
A target audience is a particular group of consumers who are most intended to receive the

Advertisement has been defined differently by different persons. A few definitions are being
reproduced below:
According to Wood, "Advertising is causing to know to remember, to do."
According to Wheeler, "Advertising is any form of paid non-personal presentation of ideas, goods
or services for the purpose of inducting people to buy."
According to Richard Buskirk, "Advertising is a paid form of non-personal presentation of ideas,
goods or services by an identified sponsor."
According to William J. Stanton, "Advertising consists of all the activities involves in presenting to a
group, a non-personal, oral or visual, openly sponsored message regarding disseminated through
one or more media and is paid for by an identified sponsor."
The above definitions clearly reveal the nature of advertisement. This is a powerful element of the
promotion mix. Essentially advertising means spreading of information about the characteristics of
the product to the prospective customers with a view to sell the product or increase the sale

There are two basic questions that advertising objectives should address. Who are the people we
are trying to influence? and What specific benefits or information are we trying to communicate to
them? Research has shown that many companies set objectives for advertising which advertising
cannot possibly achieve on its own. For example, to increase sales or to wipe out the
competition. Equally, it is unrealistic to set an objective to convince the target market that our
product is best, when any rational analysis would clearly show this not to be true. Often there is
an element of confusion about what advertising objectives are and what marketing objectives are.
Remember, marketing objectives are concerned with what products go to which markets, whereas
advertising objectives are measurable targets concerned principally with changing attitudes and
creating awareness. Here is a list of marketing or other objectives and advertising objectives
mixed up together.
The purpose of advertising is nothing but to sell something -a product, a service or an idea. The
real objective of advertising is effective communication between producers and consumers. The
following are the main objectives of advertising:
Preparing Ground for New Product
New product needs introduction because potential customers have never used such product
earlier and the advertisement prepare a ground for that new product.
Creation of Demand
The main objective of the advertisement is to create a favorable climate for maintaining of
improving sales. Customers are to be reminded about the product and the brand. It may induce
new customers to buy the product by informing them its qualities since it is possible that some of
the customers may change their brands.
Facing the Competition
Another important objective of the advertisement is to face to competition. Under competitive
conditions, advertisement helps to build up brand image and brand loyalty and when customers
have developed brand loyalty, becomes difficult for the middlemen to change it.
Creating or Enhancing Goodwill: Large scale advertising is often undertaken with the objective
of creating or enhancing the goodwill of the advertising company. This, in turn, increases the
market receptiveness of the company's product and helps the salesmen to win customers easily.
Informing the Changes to the Customers
Whenever changes are made in the prices, channels of distribution or in the product by way of any
improvement in quality, size, weight, brand, packing, etc., they must be informed to the public by
the producer through advertisement.
Neutralizing Competitor's Advertising
Advertising is unavoidable to complete with or neutralize competitor's advertising. When
competitors are adopting intensive advertising as their promotional strategy, it is reasonable to
follow similar practices to neutralize their effects. In such cases, it is essential for the manufacturer
to create a different image of his product.
Barring New Entrants
From the advertiser's point of view, a strongly built image through long advertising helps to keep
new entrants away. The advertisement builds up a certain monopoly are for the product in which
new entrants find it difficult to enter.
In short, advertising aims at benefiting the producer, educating the consumer and supplementing
the salesmen. Above all it is a link between the producer and the consumer.
An informative ad is used to introduce a brand new company, product or service to the marketing.
Before you can convince customers that you have the best option, they have to know what your
product does on a basic level. Additionally, companies with complex solutions might benefit from
informing customers of how their products work and how the products help the customers.
Informative ads normally have more copy centered on explaining features of the solution and
benefits to the customer.
Persuading customers is a prominent ad objective of companies in competitive markets. Once
customers have a basic understanding of your industry and product offerings, you must show
them why your brand is elite. Companies use a variety of approaches, including emphasis on
product quality, service, unique features, environmental friendliness, the cool factor, cutting-edge
technology and low costs. Emotional appeals are common in persuasive ads because you want to
tug at the heart strings of customers by building up their experience.
Increasing Sales and Profits
One of the major objectives of advertising is to increase sales and profits. Some companies, like
Internet businesses, only use advertising to apprise people about their products and services.
These companies don't have sales departments. Hence, they can only sell products and earn
profits if they are actively advertising. Some forms of advertising lend themselves more to
producing immediate profits. For example, direct response advertising, which asks consumers for
money in the ads, is specifically geared toward building sales and profits.
Encourage Trial and Usage
Companies often use advertising to encourage trial and usage of new products. These companies
run their advertising to introduce their products to the public. They inform people where to buy the
products, and also offer special incentives to first-time buyers. For example, a fast food restaurant
may offer consumers "$1 off" on a new $3 chicken meal. Similarly, consumer products companies
advertise to get consumers to try and use their products. Their sales and profits increase when
customers start making regular purchases of their brands

Benefits or Importance of Advertisement
Advertising broadens the knowledge of the consumers. With the aid of advertising, consumers find
and buy necessary products without much waste of time. This speeds up the sales of
commodities, increases the efficiency of labor in distribution, and diminishes the costs of selling. It
is an accepted fact that without market stimulus of heavy advertising, consumers might have
waited another sixty years for the product evaluation that took place in less than ten years - it took
after all over sixty years from the invention of the safety razor before the first acceptable stainless
steel blades appeared in the market. These words are more than enough to testify the
potentialities of advertising in the field of modern marketing system. The main benefits of
advertising may be narrated as follows:
Benefits to Manufacturers
It increases sales volume by creating attraction towards the product.
It helps easy introduction of new products into the markets by the same manufacturer.
It helps to create an image and reputation not only of the products but also of the producer or
advertiser. In this way, it creates goodwill for the manufacturer.
Retail price, maintenance is also possible by advertising where price appeal is the promotional
It helps to establish a direct contact between manufacturers and consumers.
It leads to smoothen the demand of the product. It saves the product from seasonal fluctuations by
discovering new and new usage of the product.
It creates a highly responsive market and thereby quickens the turnover that results in lower
Selling cost per unit is reduced because of increased sale volume. Consequently, product
overheads are also reduced due to mass production and sale.
Advertising gives the employees a feeling of pride in their jobs and to be in the service of such a
concern of repute. It, thus inspires the executives and worker to improve their efficiency.
Advertising is necessary to meet the competition in the market and to survive.
Benefits to Wholesalers and Retailers
Easy sale of the products is possible since consumers are aware of the product and its quality.
It increases the rate of the turn-over of the stock because demand is already created by
It supplements the selling activities.
The reputation created is shared by the wholesalers and retailers alike because they need not
spend anything for the advertising of already a well advertised product.
It ensures more economical selling because selling overheads are reduced.
It enables them to have product information.
Benefits to Consumers
Advertising stresses quality and very often prices. This forms an indirect guarantee to the
consumers of the quality and price. Further large scale production assumed by advertising
enables the seller to seller product at a lower cost.
Advertising helps in eliminating the middlemen by establishing direct contacts between producers
and consumers. It results in cheaper goods.
It helps them to know where and when the products are available. This reduces their shopping
It provides an opportunity to the customers to compare the merits and demerits of various
substitute products.
This is perhaps the only medium through which consumers could know the varied and new uses of
the product.
Modern advertisements are highly informative.
Benefits to Community or Society
Advertising, in general, is educative in nature. In the words of the late President Roosevelt of the
U.S.A., "Advertising brings to the greatest number of people actual knowledge concerning useful
things: it is essentially a form of education and the progress of civilization depends on education."
It assures employment opportunities for the professional men and artist.
Advertising does provide a glimpse of a country's way of life. It is, in fact, a running commentary
on the way of living and the behavior of the people and is also an indicator of some of the future in
this regard.
Various media for Advertising
Advertising media are the means to transmit the message of the advertiser to the desired class of
people. Channels or vehicle by which an advertising message is brought to the notice of the
prospective buyer:

The main features of advertise are as under:
It is directed towards increasing the sales of business.
Advertising is a paid form of publicity
It is non-personal. They are directed at a mass audience and nor at the individual as is in the case
of personal selling.
Advertisement are identifiable with their sponsor of originator which is not always the case with
publicity or propaganda.

Surf Excels Advertisement (Brother & Sister Duo)
Hindustan Unilever Limited introduced Surf in 1959, introducing the first detergent
powder into the country. The promise of superlative whiteness the articulation of a great clean
at the time,connected with consumers and helped to establish the brand.
Surf was the first national detergent brand on TV; the brand used TV to effectively
educate their consumers on how to use detergent powders in a bucket for a betterwash.
Surf Excel made a big splash with their Daag Achhe Hain advertising campaign.
The following is an analysis of the first such commercial.
The advertisement features a brother and sister duo walking home from school,
when the little girl falls into a puddle of mud. Crying, she looks to her brother for help.
Her brother gets an idea and starts beating up the puddle of mud, demanding an
apology. After a time and a lot of mud on his uniform, he stands up and says, Sorry
bola. The narrator then removes all apprehensions of dirt and stains and says,
Daag Acche Hain.
This advertisement is universally well-loved. This is so because it does a lot of things
right. It makes use of childrens appeal to get the advertising message across.
The advertisement does what seldom others do cater to the emotions and
sentiments of the viewers and succeeds with it. Not only do the children lower your
guard to the advertisement, but the story, too, warms the heart of the viewers.
The advertisement generates a sense of bonding. Viewers without siblings, too, can
relate to the advertisement and the actions of the little boy. The advertisement also
exudes certain warmth that reflects itself in the viewers.

Digital advertising poised to grow in India
Swati Rathor, TNN | Jul 28, 2013, 03.10PM IST

HYDERABAD: In the view of rising numbers of internet users in the country, small and medium enterprises
(SMEs) will vouch for online presence as digital advertising in the country is already growing by a massive
50% year on year (YoY), said a top official of Google India.

"According to industry estimates, the size of advertising industry is $7.3 billion in India, of which digital
advertising spend is 6%. Digital advertising is already growing at 50% YoY as more and more numbers of
people are using internet. By 2015, there will be around 300 million internet users in the country hence
going digital would help the SMEs gain access to a huge market," Google India Operations head Arijit
Sarker said on the sidelines of Clix - a digital marketing case study contest organised by NetElixir in
Hyderabad on Saturday.

Meanwhile, global vice-president and general manager Ajit Sivadasan said the penetration of
mobile phone too will drive growth in digital advertising in India.


Ads must
be legal, decent, honest and truthful
disclose advertisers identity
be reasonably priced
respect public groups
respect privacy of data (right of refusal)
avoid exploitation of children
be sensitive to values of global audiences
Highlight what makes your products and services stand out; include prices and promotions.
Let your customers know what action they can take, using strong verbs like "purchase,"
"sign up now," or "call today."
Include at least one of your high-performing keywords in your ad text.
Make sure to match your ad text to the text that people will see once they reach your
Improve your keywords
What if, one day, we lived in a world without advertising? A world that bans not only outdoor ads,
but also magazine ads, TV commercials, and banners on websites.
How would businesses be able to tell potential customers about their product/service?
Its unsettling thinking of this world without advertising.
And yet, thats the direction our world is heading. Consumers hate advertising. TiVo was invented
so people dont have to watch commercials. Popup blockers are built into every web browser.
Citizens fight with their cities every time the cities propose erecting a new billboard.
The more consumers despise advertising, the less effective it is.

Whats the alternative?
Marketing is becoming less and less about shouting messages with advertising, and instead about
engaging consumers. This is why content marketing (blogs and social media) and permission
marketing (email marketing) are so effective.
And as we move closer to a world without advertising, their effectiveness will continue to increase.
My Question To You:
Imagine advertising is no longer an option for your business. How will you inform potential
customers about your product/service?