 “Any paid form of non personal presentation and promotion

of ideas, goods or services by an identified sponsor”

By American Marketing association

 Message to large groups

 Persuades the general public to purchase the goods or

services advertised
 To encourage the potential customers to
buy.
 To remind the user about the product
 To create an awareness or interest of the
products in the minds of customers.
 To build a good business image.
 To introduce new product and services..
 Increasing the Number of customer
 Increasing the consumption rate among
present customer
A means through which advertisers
communicate their idea to likely customers to
influence them with a view to know and
decide about the product or service
advertised..
Newspaper

Large demand and wide coverage

 Cheap

 Speedy publication

 Continuous publicity
 Demerits
 Short life
 Ineffective
 Not suitable for illiterate people
 Less chances of display and demonstration
Merits
 It is having longer life than newspapers. Hence it
is a great help to advertisement.
 It is having greater reference value of
advertisement.
 Colour advertisement attracts the people very
much.
 It is published for selected people.
 it creates a national image for the product,
Demerits
 It is less flexible.
 Limited circulation. It reaches only a limited
section of people.
 It is costly.
 Introduction of a new product is ineffective, as it
takes time to advertise the new products. Hence
timely information of arrival of a product is not
possible
 Advance planning is needed to advertise in the
magazine.
 it is not suitable for regional advertising.
Merits
 Coverage and appeal are wide.

 The best means for illiterate people.

 Spoken words are more effective than written words.

 Flexible and timely.

 Adds to the prestige of the advertiser.

 Spot programmes can be arranged.

Demerits
 It is quite costly.
 Only limited time will be allowed.
 In many cases, listeners may be irritated with the
commercial advertisements.
 The effectiveness of advertising cannot be
measured.
Merits
 It appeals to the eye and the ear.

 People are impressed by pictorial presentation.

 Interest is further boosted by introducing colour

televisions.
 It has the characteristics of a salesman.
Demerits
 It is an expensive medium.

 The impact of advertising cannot be measured.

 It is suitable only for large firms

Merits
 This is the best for local advertising; it has the widest appeal.
 It speaks to everyone.
 It engages few seconds of people’s time and need no effort.
 It always attracts the viewers, because of its style and colourful
appearance.
 Its effect is permanent.
 It indirectly beautifies the place
 It is flexible.
 It is a low cost medium.
Demerits
 It reduces its value because of brevity.
 The effect of prospects cannot be measured.
 It can be used only as a supplementary type of
advertising.
Merits
 A personal relationship with the customers can be
maintained.
 Detailed information can be conveyed.
 Effectiveness of this system can be measured.
 This system is elastic; addition or deletion is
possible.
 Privacy can be maintained.
 It is highly selective
 It is cheaper.
 Window Display (outside display).
 Show-room
 Exhibition