INTRODUCTION TO

ADVERTISING

MAJMC – 1
 Definition Of Advertising

Advertising : Paid, non- personal communication

through various media about a business firm, not-for-
profit organization, product, or idea by an identified sponsor
in a message that is intended to Inform, Persuade Or
Influence audience.

•
A complex form of communication using objectives and strategies
to impact consumer thoughts, feelings, and actions.

•
A form of marketing communication (all the techniques marketers
use to reach their customers and deliver their messages).
 Meaning Of Advertising
•
Derived from original latin word ‘advertere’ which means ‘to
turn the attention’.
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Advertising is a tool of mass communication.
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It makes mass selling possible.
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It is a macro concept: representing the entire advertising industry.
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It promotes the goods through information and persuasion.
 Objectives Of Advertising (SCOPE)
• Informative advertising Promotion that seeks to develop initial demand for a good,
service, organization, person, place, idea, or cause.

• Persuasive advertising Promotion that attempts to increase demand for an existing good,
service, organization, person, place, idea, or cause.

• Reminder advertising Advertising that reinforces previous promotional activity by

keeping the name of a good, service, organization, person, place, idea, or cause before the
public.

Advertisers coordinate advertising objectives with the product’s stage in the product life
cycle.
 Objectives Of Advertising
•
Sales
•
Awareness/ familiarity with brand.
• Information about brand benefits / attributes – Acer
laptop/ Water purifiers.
•
Creation of brand image / personality
•
Association of feelings with brand