aining process

power-packed the Advertising,

is
fact in idea. an
service
or product
aor towardsa
viewer the listener
or readers
or theattention
of advertisement
the turns piece
of Everyattention."
the turn "to means which
"Advertise" word latin the from derived"Advertising"
is tern The
ADVERTISING MEANING
OF
advertisement. without world this quality
of the
agine not can one and life daily our of part Railways."
ais It tobox match from uses product
we
every vehicles our on even
magazines newspapers, the Radio,
in onsky, television,
the in on it
se We
basis. daily onuseachof of
life the figures
in Which us. of
all common
to Advertising
very is
services. and goods communication
idea, of method
of economical most ishours.
It few in
only buyer millions
of speak
to"Advertiser"
can advertisement. mediofa different Through day. by
importance
day gaining and todaybusiness growing advertising
ais concerned Indiais asfar As
sell. offers
to services it products
and with alongcompany the aware
ofconsumer make activity
to
arketing specialised acalled
as be
also may sales. It volume
of increasing
the inevitable
for is
print.
salesmanship
It in Advertisement
fact in is fuel." advertisement
aas act sales, aeroplaneof the
to
fly order "Iextent.
n great selling
ato personalsupplements Advertisement customer. prospective
to aswell asand present information
the to business
communicating for Advertisement
used is
today. world
of businesscomplicated modern the constructive
in
force dynamic
and advertising
aas
nature
of the and the
role concepts, the
basicunderstand advertisements.
must One governed
by are
theyproduct, buy not dodays these people
in Century,Advertising the century
is 21stPresent
INTRODUCTION
tion Importance
and
roduction,
e, Advertising:
PEPSI Nintendo)
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T
CHAPTER
1
 Ldnce
concerning an idea, service or a product to
dissemination of
information impel action
an Advertising-Nature, Scope, Classification and Importance
to the an advertisement.
through advertising can be
seen from two point of view-
"At FEATURES OF ADVERTISING
Experts are of the opinion that concept
representing the entire Advertising
industMacr
ry oand" andan From the analysis of the definition given above following features of advertising
Macro level it is a concept standing for providing information identified :
"At Micro level." At
Institution. At Micro
level advertising is
profession to allthe
concernedmembers of the society." regarding a (1) Advertising is a non-personal form of communication.
service or preserntation always pointed towards a (2) It is paid form of communication.
particular product, basically an oral or visual
Advertisingis promote products, services and ideas. Advertising has
any business firm in the modern
targeted
becomegroupan (3) Advertisement is issued by an identified sponsor.
through various media tomarketing-activities,there is hardly world (4) The purpose of advertisement is to promote idea about the products and serv
the
inseparable part of all advertisement. business.
manner through
is done in a non-personal
without using (5) It is an important tool of promotion.
which is
Unlike personal selling, advertising
Whatever the form of advertisement spoken, written or visual, is
personal selling.
didirected
f erent (6) Advertisement supplements personal selling to a great extent.
intermediaries or media. directed at the individual as in (7) Advertisement is the dissemination of information concerning an idea, product or
a mass
audience and not to induce an action.
towards
(8) Advertising is sponsored or initiated by an advertiser.
Definitions advertising:
important definitions of (9) Advertising isa mass way of persuasion.
These are some of the the magnet that
motivates the worid of business. It is (10) It is the most efficient way of reaching to the people.
salesmanship in print." It is dream into reality. " -C.H. Sanlage
"Advertising is a into demand and a OBJECTIVES OF ADVERTISINING
that turns a desire
social institution, an art form
that magic or force powerful marketing tool, a the ma
a
"Advertising is a multi-dimensional,field of employment and
paying profession. -V. Fry burger to introduce properly a new product in
management, a The main purpose of advertising isthereby increasing profits.
instrument of business ultimately to achieve large sales volume
Advertising is nothing but
"Publicity"
(i) apaid form of
(ü)"Non-Personal"
Presentation of Uneeda Biscuit
services by -American Marketing Association
(iii) Idea, goods and
(iv) an identified "sponsor (s)" way that they
the people in such a -Prof.
commodity in print to Starch
presenting a
"Advertising is selling in print or
induced to buy it. " d1scloses or identifies the
may be It
sponsoring authority or advertiser.
Advertising is identifiable with its
presents. advertiser and to influence
sOurce of opinions and ideas it of the
or graphic sell the products
the interest of the advertiser.
"Advertising is printed, written, spokenand effectively with respect to
favourably the public mind, individually -Frank Prespray

information through various media or

disseminating marketing for the purpose
"Advertising is the art of magazines, radio etc at the expense of the company -John A Shuting
communication such as newspapers, services.
facilitating the sale of specified goals and
of increasing effective demand and involved in presenting to a group, a
non-persondi
all the activities advertisement
"Advertisement consist of
a product, service or idea,
the message is called
sponsored message regarding
VISual Openly more media and is paid by an identified sponsor. -William J. Stantun
which is disseminated through one or
presentation and
form of non-personal
In simple words it can be said that advertising is any paid NATIONAL BISCUIT cOMPANY
promotion of ideas,goods or services of an identified sponsor.
The message which is presented is known as "Advertisement".
All activities
The
necessary to prepare
function of advertising 5 UNEEDA BISCUITS
the message and get it to the intended people are part of "advertisement". Advertising
enhancing the
Goodwillof

can be viewed in two basic ways: Fig.

(i) As a tool of marketing product,idea Source.Courtsey: Advertiser
particular
(ii) As a mean of communication and persuasion of people towards a
or service.
 6
advertisingis interestfor.it
main
objectiveof
product by creating reduce the among the prospective Advertising-Nature, Scope, Classification and Importance
The introducea new selling expenses
to the
throug
(1) To
Toincrease
(2) increasing
the volume
profits.
of sales
and to

inaccessibleto salesman.
per unit CustormeT
whoare
Ex thosepeople maintaining permarnent demand
"AtM (3) Toreachall helpsin creatingand n for
Institu
particu
(4)
Advertisement
thepublicagainstt
imitation of enterprise's product.
cut-throattcompetitions.
product. Body
(5) It warns
the
to meetthe
manufacturer dress your skin in Liquid
(6) It facilitates
Ac
the mindssofthe people with regard to
creating confidencein
throug
insepa (7) Ithelpsin enhancethe goodwill ofthe concern whose products are qualbeinigty ot produ
discipline whereadthveertisa
Advertisement a
which (8)
"Advertisement Management" has emerged as new
latestt decision making
intern
(9) The
planning, organising and
directirigand techniques are learnt. g
(10) Advertising helps in developing proper and cordial relation among manufacturer's stuiy
towar
and customers. Society
Defil section of the business consumer, producer and te
(11) Advertising serves every
TI middlemen.

that SCOPE OF ADVERTISING

what different activities can
the scope of advertising a marketer must know
included in it. So underbe included
instr Under not be
the advertising and what are those activities should
advertising we can have the following activities which can be a part of Advertising the scope d
(I)ACTIVITIES IN THE SCOPE OF ADVERTISING
It includes the following activities:
may
(1) Advertising can select an effective media with a view to stimulate sales amonoct &
present and prospective consumer.
Fig. An effective Advertisement builds the Goodwill of the Company
SOu. (2) Advertising must promote an effective and constant support to
wholesalers and retailers and salesmen. dealers, distributos Source. Courtsey-Advertiser
fav
(3) Advertising must also build the
confidence of the buvers that they have made the bes (II) ACTIVITIES NOT IN THE SCOPE OF ADVERTISING
purchase thus building brand loyalty. advertising but are not a
Con (H) Advertising must also provide full It includes all those activities which actually esemble with
of i. sales forces of the organisation. motivational support and boost up the morale ot te activities in real and legal sense.
to deceive the consumer
(5) An effective (1) All those types of advertisenent which are designed
vis
whi
Advertisement must project an image in the minds of the people wo a
customers of the said to be an advertising.
(6) It must build company' sproducts. (2) It must always be kept in mind that advertising is not a game or a toy which the
confidence in the mind of not only the can play in any way he likes. He must play a clean, honest and transparent game.
government,
(7) An effective creditors and the general public.
Customers but also the snaree
(3) Advertisement which are designed
to deceive the consumer cannot be said
pror
advertising should
products in the industrial circle. buildthe Goodwill and the image of the company'andis advertisement.
be aimed to injure the feelings of any
(8) (4) A good Advertisement should not
the;
Advert
able isinong facilitates large scale
to sell
car

(9) production
large scale with the help of because the business firm knows thatitwillk
institution.
(5) An effective advertisement should
not have any element of vulgarity in its
display.

(10) A Advert ising

good stimulates research and develadvertising. (6) It must provide all those
benefits, features, durability and after sale services whict

in the advertising opment as it is a competitive marketingl asactivihwels

campaign helps in wining
international markets. mentioned in the advertisement.
new Customer both in the national
 8 Porlan Advertising-Nature, Scope, Classification and Importance

product and the prxduer. Thus, it serves as the ommunication l1nk between the prolucer
to t and prospect1ve buyers who are interested in seek1ngthe informat1on.
thr (:) It is a means of persuasion. Advertising acts as a means of persuasion through
disseminating the information to the prOspective buyers about the product and th
"At
nroducer. This mnethod is more important, efective, widespread and less costly way of
establishing contact than salesmanship
Inst
(iv) Advertising as a means of employment. Advertising acts as a means of generating gaintul
par
emplovment opportunities both directly and indirectiy for a suitable person It requires the:
services of specialised personnel like artists, pairnters, photographers, singers, muscians,
thr message-writers, carpenters, executives, agents, press-men etc
ins
Toconclude, advertising is controlled, identifiable
information and persuasion by means of masy
wh Communication media.

RELATIONSHIP
int1 ADVERTISING AND PUBLICITY-A
tov dissemination of intormation concernung an idea, servICe or
Advertising may be defined as the advertiser
accordance with the intent of the
product to induce action in of marketng.
De sense, in which thev are used in the heldsynonvmously
Advertising and publicity in the broader general public uses the terms
generally used interchangeably and the
vet they are
ineplet.cOm! because both carry the message. company or a product by personal
or non
t of information about a be news item reported by
media."
"Publicity means dissemination by the organ1sation. It may
is not directiy paid
Dersonal means and

Where as Advertising is: marketing- related

; LUX According t John

information to a target
order to reach the
Burnett, "Advert1sing is the
audience, usually
specific objectives of the
sponsor
non-personal communication of
paid for by the advert1ser,
and deltvered through
mass media in

Houghton Mifflin Company, 1998) goods oF

Pute, mild ILN beauty soup of the filmn
slars (Promotion Management, presentation and promotion of ideas,
advertising inherent in the persuasive communication, precip1tating thr
The main objective of through
predetermined objectives behaviour.
helps in wining new customer services is to achieve of desired attitude
or play a signiticant role
Fig. AGood Advertising Campaign change or reinforcement the inmportant tools ot promotton. Thev
Publicity, both are
Source. Courtsey : Advertiser premiums to stimulate the Advertising and charged media fee.
Therefore,
include the unnecessary offering of in marketing and
promotion-mix. media without a often consider it as
mox
(7) The advertising should not news stories in the audienes
sale of products. "Publicity is placing of presented as news and
Normallv voung minds run the In fact, advantage of being
the minds of youngsters. publicity has the relations to get
(8) An advertising should not corruptadvertisements promoting hard drinks & cigarretes. credible than advertising. select and use either
advertising or publi
prevailing circumstances.
risk of being carried away by the provoke the vouths to commit crime na most practitioners
would appropriate tor the
seemed most communwation tools, even though both
emplov
advertisement should not In the past, depending on which
(9) At the same time an their messages out publicity are two very dtterent
undertake ventures at the risk of their lives. positive
Advertising and reaching large
audiences. promote and create tor an
as a vehicle for etteetive methods to creating a demand
FUNCTIONS OF ADVERTISING the mass media publicitv are vervalso described ds the art of goods or services. Ih
Advertising and Advertisine can be and utility of the
mahe the
seleton of
Using business. about the yuality existence and
The functions of the advertisement can be viewed in following ways i the product awareness for the the meSage regarding controlpublicity
tool for selling non-persan Service. It carries give
intormation they cannot ditferent UeS of
(i) Advertising as a Marketing Tool. Advertising is used as a article or a advertising is tocontrol advertising, while tell about the
through individul Purpost of products and
ideas and services of the identified Sponsor ie. advertiser, Main Company can
the of new
CoMmodities easy.A in the use
t
personality of
supplements the voice and people
Advertising vducates the
intermediaries or media.'" It
goodsand
salesman. promotes the ideas, aboutthe
(ii) Advertising as a means of communication. Advertising buyers and users
services of an identified advertiser. It informs the prospective
 sales.
increasing at two-way involves
whereas goodwill, enhancing
the advertisement
aims
at volume.
But and agent conducted
by es-promotioseller."
salactivity n comunication
and buyer between
personal- to through
the seller
or
easing
the purpose
of common havea each
both other; Complenentary and buyer betwcommuni
een cation personal isseller.
Itepteentative
of
arnselling
d Personal selling. Personal supports
the Advertising Purpose. 1) SELLING PERSONAL ADVERTISING means selling "Peronal
sellinga personal under AND BETWEEN DIFFERENCE
hirn. before persons toonly talkssalesman
ersors group
of appeai influence
and advertising
to is purpose
of Coverage.
The )
pointsfollowing advertising
the on from differ selling personal However, commercial commnunication
of information.
chapter
noi. refer please selling personal on
detail more For Note. public. the purpose the with related be not may y
ormapublicity the But
tocommercial for done
essentially Advertising
is Information.
other. complimentary
each to are they rather other replace
the cannot Type
of 12
salers promote
the to
objective
ie. same achieve
the designed
to are these of
botAithough
h connotation specific
in advertising
is
coverage. and
where
as means, cornprehensive
and word publicity
is
Advertiser
Source.Courtsey:
because
advertising notpublicity
is al publicity
but "Advertising
is message. Specificity of
media. publicity upon depends 1.
communication non-persGna
form
of Advertising
ais Model
ot
purely message frequency
the of duration
ard size, type,
the over control types "Publicity"
of these But
inmessage. thfrequency
e of and
duration
gspot.com size, type, over control exercises advertiser "Advertising"
the message.
In over Control 10.
imheaters Big visit: are They sponsor." anbypaid
not is
that and radio broadcasted
on or
space published
in person service
aor institutiona
product,
an abouta news
significantcommercially form
of publicity
ais time same the "At 9.
advertising. form
ofunpaid anís value.
commercial
It
possesses
the also although
it sponsor the by for paid not"Publicity"
is Whereas 8.
advertiser. the by betoiscost
communication,
entire its formof paiadvertisement
d ais anfactPaid/Non-paid
form.
In borne 7.
HDFC sponsorer. specificidentified any need not doespublicity
sponsorer
but identified is
byadvertisement
aniSsued sponsorer.
An Identification of 6.
advertising. compared
to greater
as truth
is extent the
of publicity, truth.
In Extent of 5.
responsibility. social givern
on focus is special
BANK HDFC H publicity in responsibility
while ignored advertising
social times
in the of Most Focus. 4.
also.political and
social moral, may
bepubliity whilebusiness related is
to always Advertising relation. In 3.
for
the people nd
miof the doubtin creating result
in
company. or
the product the in faithbuilding result
in
publicity
wil untavorable where
as company product
or
publicity favorable where
aspurchase consumer
for encourage
credibility
and inCrease
the purpose ThePurpose. 2.
new create advertising to is of
product the dermand for subjective.
attempt
to deliberate is
the publicity whereas
perception
, of public's themanage
institution, serviCe, brarnd, product, towardsa inclined favourably
point
vi of oridea
purpose the for media paid through dissemination
of people making
anaware or Definitíon. 1.
of tAdvertising
he is
ht andmessage oral and vIsual preparati0n it simple In
lines: these describe on DIFFERENCE becan words
ADVERTISING BETWEEN
Buy Not Please
Do PUBLICITY AND
pertorming organizations
all of services, and goods artists,
entertainment of
orart works subjects the that seen It
and and kinds, publicity of
politicians example, for people incude permanent creating by the
salesincreasing
product. for
the demand products. existing the
manutacturer important a asacts It
the nstrument
in
Importance classificatian
and Advertising-Nature,
Scope, Importancefor of
hands the 10
and Advertising-Nature,
Scope,
Classification
 Importance
Advertlsing-Nature, Scope, Classification and
13
Advertising-Nature, Scope, Classification and Importancg
controlled by the company itself Advertisers may or may not relate to the product or service or an idea of commercial nature
12 are mainly but message or information to the selected audience. For example
"Personal-selling" activities controlled by many outer agencies such as radio. They can convey any type of
store or in a market, terms and conditions of
Control.
(iii) "Advertising" methods are generally
these services. mtroduction of new product or service in a particular
pays for
and the company method of selling the saleetc.
television, newspaper Personal selling is,infact,a direct indirect as well as product. In (II)ADVERTISING AGENCIESs
(iv)
Direct/Indirect Method.
through persons
while advertising is an impersonl business houses composed of creative and
business peopie who
it an appealis made under this "Advertising Agencies are independent clientes. Who are seeking to find
customers for their
method of selling. effective method of selling as ornot method a daveloO, prepare and place advertising in media for
Selling" is an whether is educated services."
Effectiveness. "Personal while talking to the buyers goods and
Generally itincludes:
(v) doubt
saleman removes any exact message to an illiterate person and
possible to convey the selling.
Advertising it is not feed back, soit is not as effective as personal
(i) Art Directors
in
(vi) But
same time there is direct experimental sales force which naturally a (ii) Copy writers
atthe force of
"Personal-Selling" needs a big costly. (iii) Media buyers
(iv) Advertising Planners
(vi) Cost. advertising is not so simple device too make sales appeals
But
costly affair. "Advertisement" is a very convenient and experts
time consumine (v) Public RelationRadio Producers
Convenient. whereas personal selling is very
(viii) larger audiernce, audience. (vi) Television and
over wider areas andhaving avery small coverage of (vii) Researchers
inconvenient method mechanical and Reproduction. changing
(viii) Specialist in production skills, awareness of
These type of services require a high level creativity,
along with hard work.
and ability to take risks
behaviour of the consumers
(III)SUPPORT ORGANISATION

ADVERTISERS

advertsement
make use of the
Who sometimes

ADVERTISING AGENCIES

assisted by
And they are

SUPPORT ORGANISATION

messages through
send their
Are thosse who

MASS MEDIA

COMPONENTS OF ADVERTISING ToPotentialconsumers

five-stages business.
Advertising can be described as a
CONSUMER
(I) ADVERTISERS
It mayincludes: Advertising
Distributors (v) Government deptts (vi) lndividuas
Componentsof
(i) Producers (iü) Retailers (ii) Wholesaler (iv)
Modelof
(viüil) Politicians etc.

Source. Courtsey:Advertiser
 Advertlsing-Nature, Scope, Classification andI
14
which make an advertising a success other
Importance Advertising-Nature, Scope, Classification and Importance 15

support organisations television advertising often a than simple ADVERTISING STRUCTURE

There are many director". Modern advertising specially calls for a
"Writer" and an "Art like specialist in
The major components of the advertising industry are advertisers, media owners, advertusing
regulations.
specialists agencies, consumers and the government rules and
highly complex cast of
(i) Casting () Advertisers are the important link between the manufacturer and consumer. They are
(iü) Cinematography keenly interested in disseminating the infornation relating to products, services or ideas.
(iii) Film/Tape Editing
(iv) Sound Effects THE BUSINESS ENVIRONMENT

(v) Musical Experts etc. advertising.

advise is must for a modern
Their full support and expert THE GOVT. RULES AND REGULATIONS

(IV) MASS MEDIA THE

where the sender int SNOIIVneeNV
SEnLAODSHL
the sender to the audience and THE SUPPLIERS OF INFORMATION
The media carrys the message from
ENVIRONMENT
BUSINESS
THE
GOVT.
classified on the basis of technology used such as: INBNOHIANA
SSINISNAJHL
reach. Mass Media can be
(i) Print Media RULES
ADVERTISING
AGENCIES
(ü) Broad Casting
AND
(iii) Telecasting
MASS-MEDIA
(iv) Direct Mail OWNERS REGULATIONS

(v) Film
(vi) Paint and Posters
THE SEEKERS OF INFORMATION
(vii) Sky Advertising
(vii) Magazins and Newspapers
The selection of media depends on the requirements of both the advertisers and audiences. The
THE GOVT. RULES AND REGULATIONS

main objective of the advertisement is to cover the maximum clientelee for each rupee spent by the
advertiser.
THE BUSINESS ENVIRONMENT

(V) cONSUMERS
Model of the structure of Advertising industry
Consumer seekers can be both individuals and the organisations consumer need the information
for making their decision to buy. The number of seekers are very large. mail, film, paint etc. suits
(ii) Mass-Media Owners in form of print, broadcast, telecast, direct
They may be in the from: the requirements of both the advertisers and audiences.
(i) Manufacturers engaged in planning and executing the
(ii) Advertising Agencies act as a service organisationthev act on behalf of the senders of the
(i) Dealers advertising programmes for the advertiser and
(iii) Service organisation like : messages.
advertising information. The consumer may be dealers,
() Hospital (iv) Consumers are the seekers of the
(ii) Schools and Colleges producers, schools,colleges, hospitals, temples,churches or any organisations.
plays a key role in the held of hasadvertising. The
(ii) Churches and Temples (V) Government rules and regulations
behaviour which a advertising industry
to follow. For
(iv) Mosques government decides the specific Essential Commodities Act, M.R.TP.
Act in India
(v) Clubs example, Consumer Protection Act,
controlled by Government.
(vi) Association
(vii) Government Agents ADVERTISING
(vii) Final Users.
SOCIAL IMPLICATION OF have got
every walk of life. Advertisersthe socal
is very significant. It affects atterntion to
The decision to buy by them are The social role of advertising in which they live and they should pay full
either made for society
themselves or for others on their behalf. an obligation towards the
 Advertiset Courtsey,
the Source: connection. this innegative
role any play noadvertisement
t
should
the But him. for good servicesare or
goods what and wanted
judge
to last perhaps the Consumer
is needed. actually not wanted
or what
is to as:
not are which those against needed really
as decide
arewhich services and goods those onlavailable
y making weifare
is consumer aspect
of Second
welfare. consumer of
aspect important most the and one services.
is supply
timely and priquantity,
ce quality, the about worried consumer
is This every days andthesegoods consume.
Inof
theyservices and goods towardsexpectations normal theirfulfillment
of inconsumer.
ies It the of
being well means welfare Consumer Welfare. Consumer towards
responsibility Advertising (v)
himself.
consumer of
the decision is It
the voluntary. purely advertising
is response
to Consumer says.
manufacturer each what for incustomer
go to prospective the force great
to as advertising
sonot is of
"Power that,opinion the Knight
ofis Frank Prof. view. point wrOng
of aisextent
it some toBut
reach. their beyond things dreamof
by have with
or they what dissatisfied people disconterntment
making bring and
themto making the makes that
it and values human
luxuries private promotes also things."
It wrong desire people
has
been Advertising industry. creative advertising.
ais It
natural thdistorts
e that
"It criticised advertisement Responsibility
for (iv)
power of Persuasion
the is persuasive. much too being
transparent. and honest if
is itvalue add ability
to for
its known
itusedproperly not weapon,
if edge doubie likae tis activity.
Advertising is user. the harm may would it useful Advertising ais
andwasteful as it
adismiss wrong
to be activity,
unproductive does elsenobody
the for advertising
like is through business
society. segment of every benefit of you dark, ingirl winking aat works
be to doing,
but are you what know production production
with through before "Advertising
very inused must curse.
be It notasoCiety blessing
afor production."
Doin g after and business modern lever the
of
honest and mature manner, cocous compass
that structure.
ais It
prove shouid advertising that idea basic understand his advertisers
must time, same he atD.st community businesSs direction
for finds Advertising Responsibility
towards (i)
advertising. Advertising
also is Profession. not
process. isIt business a society. by
ouracoeptable
the in thunk One
not can structure. business moderrn lever
of e types advertiser
ithout worid tire,a present
.t advertisement
that of such avoid shouid chiidrer
Air.advertising
ike breathimg are we that lsocial
ife part
Ot
our important becomean has values
in thoseenhanes being Advertising is
tnat say canconclusionwe Lo whichchildren on
the riticised it the
and esocalepresents institution
s sociai advertsg sa children.
The corrupts
the advertising advertisement
thatgrounds anything display notshould children, (i)
government toverhanded and traced becan doers the which responsibility Advertising
values moral influences responsibility Children.
The towards agairst
wung advertisement
that So misiading and false the tof rack keep bureau can dance of and cultural af
(ii) to is
ediuc advertising values standards the an
sumer conection thsassociatons.
In their Advertising
or
units by
theRegulation value. aesthetic any got not has and debasing
our itgrounds
is that
Regulation
by G) standards. cultural andalsthetic eonomic within athese
re whether
Associatiors" "Consumer's advertisement Some mearns
aof instant fordesire witha
Mself-Regulation" be can criticised been advertising
also The or
not. person gratification
of
ways two managed by interest day has Advertising
has
througnLonsumer consumer of are
byday rising expectations
Their desires. material criticised been alsoreguirements
Counls Under People among
Expectation" Rising Revolution of bring it as consumer the of
rotection the provides
or 1966 Protection "Consumer Government aTUsed herne
is it and them
of Act regulation Regulation. Self (iü) promotung of
society. materialism
the in promotes advertising
thatbelieved dominatingis It
Regulations Government (i) materialistic thatproducts the stvlesof and value the
hfe Advertising 0
are the atbutsOciety responsibility important
to
thissolutions
possibie products two only
affecting adversely the satisfyalso is. onlytimeit same systems
Advertising
not is life and
value towards responsihiities:
expltation,
there fromconsumer tprohect
he ho : misleaading is styles. many are There
todecided now
be to is t interestlegitimate responsibtlities
Responsibilities
teabout iíormation
given economically
the as weaket is
manufacturers
not and "Advertisers ot of
iees protected,
he
his at Corsuer
els prutection. coteumer a there
is Indealers.
So the somne
of are these society towardsTowards Advertising
but
for rieed days these Society The
harsmerit
the by exploitatio
and vuinerabie
or considered
more consurmer
iS more For Note.
advertising unscrUpulous and false in reter please on
itdetail them. addingto
forcing need, no.2chapte problems
elieve themmaking andquality inderior goods
of message ing tbray prices, advertising
to
or high pay salesthem and must and
they what than more buy then makirg couer
by advertising thatensure
victimise
the promotios Advertising (vi) thar soBving
the is
thatSeeing theres days, thesePrutection.
In Consumer respansibility
towards daily
Advertising- related purchase
Inportance Classification Scope Nature,
Importane ratherproblems Advertising-Nature,
Scope,
and Classificaation
and
 Advertising-Nature, Scope, Classification and
18
ADVERTISING
Importanca Advertising-Nature, Scope, Classification and
mportanoe

e such as voters, government, officiais, suppliers, financial institutions etc. Instiuhonal

19

DIFFERENT TYPES OF
communication is a very popular word in the modern Bortising is also a useful method or ntroducing sales persons and new products to consumers
Advertisement, a mass paid
orworld.
educate
It is means
through mass mediato build|brands and also
about products. Advertisement may also be toused by
commodity
potential aconsumer
existingof presenting busiinfnoesrm ional Advertising may be informative, persuasive or reminder oriented in character.
individuals, families and organisations, which do not make or sell products but try to reach out to the
Inforrnation Persuasive Rerninder
desired target audience for a purpose. effective Sales
inRs. Advertising Advertising Oriented
selling something in the most
"Advertising is simply a way ofattention. possible method. Good Advertising
advertising creates sales and not just
" -John E. Kennedy
by various authors. Different authors
Advertising has been classified on various grounds
behaviourhaveal
classified it on the basis of different
given a different classifications. Some authors have classified on the ral
variables, Some on the basis of functions it performs, some others have Total Sales
geographical area and some on prospects, results and appeal.
We shall attempt to classify advertising on these various broader areas :
Tirne
DIFFERENT BASIS FOR CLASSIFICATIONOF ADVERTISING X

Model of Role of Different types of Advertising

1. PRODUCT ADVERTISING
Most advertising is product advertising, designed to promote the sale or reputation of a 3. ON THE BASIS OF DEMAND
particular product or brand. Product advertising as the name suggests, deals with the non-perSonal (a) Primary (PRODUCT) Demand Advertising. Bv primarv demand we mean the demand of a
seling of a particular good or service. This type of advertisingitself
middlemen or aretailer-dealer and it may emphasis the
may be done by manufachurers class of product or service and not the demand for aparticular single brand.
product or some of its features such as Primary demand is the demand for the whole product category. The main purpose of primary
price, service or quality directly associated with it
The objective of product advertising is to promote particular demand advertising is to stimulate the
overall demand of the whole product categorv, It is most
organization sell. The marketer may use such promotion to generate products or services that the useful when a new type of product is introduced in a market or when à product is in the
comprehension,attitude change or action for an offering. Product advertising is the exposure, attention, introductory stages in a given market. The main objective of this type of advertising before th
think of when the subject of advertising comes up in a tvpe we normally sponsor is to inform the existence of such product in the market and convince them of the benefit:
(a) Informative Product Advertising. It seeks to
conversation. flowing from its use.
form of advertising tends to characterize the develop an initial demand for a product. This For example, some year back, advertising for mineral water was done by Bisleri. It emphasised i
objective is often to simply announce promotion of any new tvpe product, for its the health platform of consuming mineral water. Not much emphasis was laid on the brand nam
its availability. Information
introductory states of the product life cycle.It isan
advertising is used in the Bisleri", because there was not much competition and the task before Parle, the marketer of Bisle:
(b) Persuasive product Advertising. To develop demand original approach of advertising. was to educate the consumers to buy bottled water for hygienic purposes.
the goal of persuasive for a particular product or brand is (b) Selective (Brand) Demand Advertising. This demand is for a particular brand such a
used during the growthproduct
period
advertising.
and to
It is a competitive type of promotion that is "Charminar Cigarettes, Surf detergent powder, Rath Vanaspati". As against the primary deman
product life cycle. some extent as well as in the
(c)
maturity period of the secondary demand is the demand for a particular brarnd in a product class. Secondary demar
Reminder-Oriented
reinforce Product Advertising. The goal of this advertising refers to the advertising, which aims to stimulate the demand for a particular brand in
product class.
is used in previous promotionalasactivity by keeping the brand name
the maturity
type of advertising is to
in front of the public. It
cycle. period well as throughout the For example, Coca cola advertising of Kinely mineral water aims at stimulating the demand
2. INSTITUTIONAL ADVERTISING
declining phase of the product lite mineral water towards its own brand.
Advertisement for ONIDA, Rin Supreme, Color Plus etc. aims at Stimulating the selecti
Institutional Advertising aims at building for a demand.
shareholders,
improve employees, suppliers and use a publicfirmaffairsa positive public image in the eyes of
it image. 4. ON THE BASIS OF TARGET GROUP
the organisation as Institutional advertising does not attempt to programme as
a whole.
sell a particular part of an; it effort to Advertising can be classified on the basis of the target audience towards whom the advertising
Marketers may aim institutional product
advertisements at consumers it may focus them benefits drected. Thus on the basis of these set of audience, advertising mav take the form of :
(a) Consumer Advertising. This is also called end-product advertising such advertisements
upon other Primarily directed at consumer. These are the advertisements, which are most prominent, as a v
 Advertising-Nature, Scope, Classification
and Importan Importance 21
20 Advertising-Nature, Scope, Classification and
budget is directed to potential buyers of consume
total advertising
substantial portion of the advertisements are intended to promote sale of the PhlicService Advertising. This advertising is directed at the social welfare of ainnation or a
products through mass media. These
products by appealing directly to
the buyers for consumer's
goods.
producers engage in consumer-product advertising.
advertise i While the effectiveness of the products ads may be measured by a
rise
kCactiveness of public service ads must be measured in terms of goodwill towards the
sales, the
sponsoring

beMaverrakgeetesrs a
Most of the consumer goods and soaps, cigaretter and alcoholic organisation.
pharmaceunticals, cosmetics, scooters, detergernts Advertising. There are certain products for which the consumers themselves are
() Professional
included here.
are all package goods that the mot responsible for the buying choice. For instance, pharmaceuticals are the products brought on the
scooters and cars, all these products
Aside from
consumer will often buy during the year. Advertisers in this area compete with one another
particular brand.
individu mmendation of the doctors by the patients. Therefore, professional advertising directed towards
onle who are not the actual users of a product but influence the purchase decision of the
ultimate
establish and providing advantage for their advertisements wk:a consumers.
(b) Industrial Advertising. Industrial advertising refers to those buyers of thei e mCorporate Advertising. Institutional advertising is also called corporate advertising. This type
Sponsored by manufactures or country distributors and is aimed at the
products. The producers of industrial goods use such advertising in which appeals are dire of advertising is done by institutions to buld up an image of itself in the public mind. It is a public
relations-approach advertising. This type of advertisement is sometimes aimed at general audience to
create demand for their industrial goods by urging industrial users to purchase the advet
explain acompany or institution and to suggest its positive attributes. The corporate Advertising
product. might aim at building consumer awareness and goodwill in the market.
The expenditure on industrial advertising as apercent of sales is much smaller than that
consumer goods advertising. The task of the industrial advertiser is complicated by the mul 5. ON THE BASIS OF GEOGRAPHICAL SPREAD
buying influence characteristic of many industrial goods, the derived nature of their demand. and
fact is that many materials lose their identity in the end product. Geographical spread may be taken as a variable against which the advertising could be classified.
In Industrial advertising the basic appeal should be rational and largely factual. The claim made This is done on the extent of geographical area addressed through the advertisement. On the basis of
in the advertisement should be specific and potable. Trade journals are most commonly used media geographical spread, advertisement could take any one of the following forms:
followed by catalogues, direct mail communication, exhibitions, publications etc (a) Global advertising. Multinational firms treat world as a global village. The whole world is
(c) Trade Advertising. Before consumers have an considered to be their target markets. In such instances, advertising may be made for all the countries
available in retail stores. To influence the intermediariesopportunitv to purchase a product, it must be
to keep a companv's product in their shelves
where the product is selling, with minor differences made with respect to the culture and legal
is the task performed by Trade factors. Big firms like Protector and Gamble and Nestle may put their advertising on global media to
Advertising. be viewed by audiences across the globe.
In Trade advertising the emphasis is more on the
product's profitability to the
The intermediaries store only whose
prefer to stock goods of several producers products which have a good demand by the intermediaries. With the Internet revolution, global advertising has also got boost Advertisenments placed on the
to satisfy their customers, customers. They worldwide web announces to the audience, cutting across the national boundaries, about the
shelf space and short of funds for inventory. though they are with limited availability of products or services.
The objective of trade (b) National advertising. National Advertising is practiced by many firms in our country. It
members to stock more or toadvertising is to promote sales by
motivating the distribution channel encourages the consuner to buy their products whenever and whenever are sold. Most national ads
willcreate high turnover of theattract new retail outlets. It also stresses on the consumer demand that
(d) Retail Advertising. This
product for the consumer. concentrate on the overall image and diserability of the product.
The famous national advertisers are:
goods directly to the consuming may beItdefined as Covering all advertising by the
the public, such as beauty shops, public. incudes advertising by stores that sell (i) Hindustan Levers
The basic problem petrol pumps and banks." establishments that sell services to (ii) DCM
an added task to be confronting it is that store personnel are (iii) ITC
rarely used and the performed
result is thattogether with their normal
functions.
usually given this
responsibility a5 (iv) TISCO
advertising is often delegated to a Advertising agencies are here
store.
(e)
Wholesale secondary position in a retal (v) Jay Engineering
or for their Advertising.
suppliers Most
and their use to wholesalers are not National advertising offers a product or service to the general consumer audiences across the
Wholesalers would be trade advertising advertising
from adopting some of the is largely minded, either for Country. Some marketer may consider the entire country as the target market place for their offering
the need for benefit
developing an overall haphazard and behindthemselves
the times. Therefore they select media with a country-wide base. National advertising need not appea
supplier promotion materials and promotional strategy.image-making techniques
to makeused by retailers everywhere around the nation. But it should be seen in more than one or two regions of the country
() Non-profit programmes in such a They also need a Such advertisements are created to sell a branded offering in differernt parts of the country. It is als
Advertising. This ways that will be to greater use of
generally aims at fund advertising
raising, persuasion is a
to action andgTowing part of the totaltheir advantage. called "General advertising".
attracting clients. advertising
picture. It (c) Regional Advertising. Regional Advertising is another geographical alternative t
organisations. Amrit Vanaspati, which claims to be the leading hydrogenated oil producer in tt
 coupons, for Inwhere Madhya horizons. s
localize Thiproducts, limited brands Punjab,22
7. etc.services slogan,
like way inseparable,
variable
ADVERTISING
major SERVICE 6.shop.thfoer would this than upon
advertisements
such Local
instance,ADVERTISING (a)
(a) (b) Product Advertisements
isThe Financial
Services
Transportation (d)
the Services Services
Education
Services
The Services
(c) (b)Hotel(a) service
A regionSmall type. (d) an Newly
the main instances, a dassic their is
IndirectDirect advertisement
and Direct theme generallyservice Pradesh
example two advertising firmsprices, These Local based
manufacturers.advertisregiingdionalstribution
may started
request
request advertising doctors, are service
industries are
or examplesmarketing may ads for Advertising. basis, in
actionactionaction
identifying local be is and only location to
of marketed. activities, a
offered.
the for industries city late belike save manufact Rajpura.
advertising.
consumers advertising service lawyers and Retailer
consumer campai
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ACCORDING has for services like advertising directs could
perishable. or entered efforts the toand the
the a
Retail restrict
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o
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mark or
banks,benefits consumers
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ds a
ATM are be
sub-categories: accountants, differ and forth. goods through plan tdistrict ries until
to to It for :
airlines, also andstores other 'Dainik customer their usually
Advertising
(Automated In or once sales of to
redeem buy aims long are from states the"Test (in
basically recent knownmedia to business time recently,
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hotels
also thBhaskar'
e
now. at those success for and
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provides media sellhis U.P.
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response. THE awareness.
beThey a
in expanded products Markieitfhoer introduceClassification to
legally
of principal to advertised theytimnes, sectors
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RESPONSE State generally
of
creats The service
firmsand
to
direct
Many regulated. the they Haryana. spread some area consunmers.in strategy of
Bank In a area can -
information new
quite relates and tapped.
be vegetable the
differences distinctive be state
Chandigarh Importang and
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tegoryretail
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tobe sold o
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therefore
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ons,
Aavertising PUBLIC ADVERTISING Perhaps Indirect
Public
deliberate, It necessarily action exposure The mail
P'ublic is
ublic an a
A'orn, correspondence
a
Exposure numerous
comprehensi'Dobjectives
Public and part here anaI the the who
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mer Relation
organisation denotes action
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elation Relations
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RELATIONS
the its planned
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ation JA
DA immediatetowardsattitude this Clsssification
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ertisingprecedes policies, an ACCORDING
the màl
distinctions movement to
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Advertising extended and sake action formcreate
its advertising. and
advertising.
problems ADVERTISING
public.
sustained classification
of of Exposure
behaviour.change,
future. of It marketer
ads, the and Direct favvourabledoes indicates end
ddressed of
advertising advertising Direct
share is completeness. among
notice means arm direct and lmportance
effective Public TO and not attempt
and ofeffort The Indeed
issues TV, of Indirect behaviour. attempt action that
about to 90 Relation the MEDIUM strive action attitudes
performances most advertising are to
ustomers these p.cwhen . management to thisradio, consuners
advertisenents induce
Acvertising Attitude
Change Comprehension objectives
to long-run
change doing establish
widely bring towards to
days advertising classification bring
the nagazine,
UTILIZED is consumers
in is toand
organisation to accepted by Objectives about and in who
about create 10 and and e
nature. thabout
dress/ the the are
p.c sales TA' sponsor generates
is
medium
a represents
public. tendsmintain outdoor, so
an
to
interested
the talking
favourable definition denotes
of They
common immediate order
to IA products
price practises
phone Behaviour and behaviour
PR flow mnutual used theinclude at
revisions about the of business his in
mbers, climate Advertising over public mnovement
and theonce.
t.management
iwhat in such ; products
behaviour
understanding use exposure, directlycourse
Public the services These 23
for for it relations periodical,
thatScheme a
whole of or
grievar
whatev investin Relatio
preache shoule it
and is
 skills
core 24
be the
following: SOME Convergencestrivesemphasised. effect is
froCONVERGENCE
m ADVERTISING 10.accident
redressal
classified "CONDIFF
following (a)
(e) advertising (d) Cooperative
advertising (c) (ii) (ii) (b) ACCORDING (a) TO (e) (d) (c) (bACCORDING
) Multi-product,
(iii) (i)
advertising
(i) advertising Selective
(ii)Massadvertising(ii) Manufacturers
(i1) Primary (Type
i) Sponsorship. (i) (ii) Result (i) entertainmentto Sony or
StageClassTargetted Advertising advertising.
retailers advertising.
Industrial
goodsadvertiser Person. OTHER has mechani sm
Retentive
Pioneering
Competitive Middlemen DelayedQuick appeal. Business Media.Product. make disaster
as of categories
intended.
introduces enteredstrengths
: of things
action etc. On On
life audience. demand. action institutions. On
relating TO to highly and etc.
(for (for cycle. On i.e. the
CLASSIFICATIONS th e Personal into it
and advertising appeal. th e "HARRY an or
this On : by basis basis better. then PR
maturity (for new AdvertisingRetailers advertising. basis to element computers diversified
growth According According this whom modern Advertising
product)
basis Advertising consumers, of Computers. becomes
basis, On of ofperson L.Convergence
and of it media, of
and AND this
is product, HANSEN", continuity technology.
clining to may personadvertising made.
and companies an is
maturity to basis,
advertising to
the targetted be STILL", may
retail resorted
Philips
whom Advertising-Nature,
effective aScope,
stage who advertising mostly
advertising
be dealers, the advertising and Here
stage)
stages) sponsors OF choose
of may therational the
advertising has to
audiences may
consistency the
damage the at
life advertising
be ADVERTISING
advertising convergence
wholesalers technologyis core times
cycle be may
communication containing
advertising or may used skills
ofdefined, emotional newspaper, be has in of
be crisis
product has consumer is been
communication for led
advertising
manufacturers,
wholesalers a or synergy
across are Classification
directed device. like
advertising it been manufacturing classified complex highlighting leveraged. packages
may on
advertised, radio, a
classified IN fire
be the Goods may transferring
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classified basis television, BRIEE
on Impon
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be categorisa The factory.A
may the
on of advertisine.Conce
clace synergA
advertising be hod proda its
the advertis
as or
bas m
Advertsing-Nature,
Note:
advertising.
Local (9
advertising
Regional
advertising
(iiü)National
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Geographical
4. 3. 2. 1.
10. S. Important
Questions
9. 8. 7. 6. What AIl
Projects 2. 1. MakeDiscuss advertising
anExplain?
References 2. AdvertisersAdvertising
Non-Advertisers
Explain
Discuss WhatManager In What? (ii) () day,
new If Advertising these
8. 7. 6. 5. 4. 3. l. Agency.
Miller Agency, Do these do
"Advertising Ball
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William you Advertising whata
Advertising
Roland Neil you are are Scope,
"Motor distinction the you the have area.
Michael were the the different days different comes
H. Clyde. believe modern
understandconcept
thereby role role are manager already On
Classiftication
BordenS. Bike", to what
and and in the
Vaile Wells,Age" Age" Age" select of defined
of do between
J. R.
that components
types sCope
concept of basis
Chairman, advertising
advertising not. are Personal
Publicity been
"Process keeping what
"The andJohnSept. May April an the Advertising
in by
of and
company Are as of of yOur discussed
Martin agency
Advertising social Advertising
advertising of geographical
EconomicBurnett, 2,13, responsibilities
organisations
there Selling Importance
1989.1994. of 10-15 Advertising,
department
1994. "The in in of
Persuasion" attributes modern implications
terms in
V. like any advertising in
"Advertising
Marshallof Role ? the detail.
percent Agency
Hindustan exceptions and What area
ising"-Home-- of ?modern
of benefits
wortd that of what the covered,
Crown would
Indian Advertising of in different
scope
"Advertising commission to
make
ofAdvertising? these not.
Principles Leverdevelopyou to age.
Publisher
Advertising
National in and sales this of advertising
consider use days advertising activities
should limitations. and What
and definition in
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these
anagement-Text and New Marketing. will
wouldimplement the are may
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Discuss. increasing would
be
Irwin,
1942. important.
otherwise take
1964. ? objectives
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Prentice Economy. care perform
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and of day
pay wher
In-t as as of
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