By

Dr. Surabhi Srivastava

“Advertising is the principal reason why the business
man has come to inherit the earth.”
James Randolph Adams
 A creative art platform.
 It is a form of mass communication.
 A powerful marketing tool.
 A component of economic system.
 An instrument of business management.

“Advertising is what you do when you can’t go see somebody. That’s

all it is.” - Fairfax Cone (1963)
Advertising comes form the latin word "advertere
meaning” to turn the minds of towards.

Key points on the effectiveness of a

message
1. Attract Attention
2. Secure Interest
3. Build Desire for the product
4. Obtain Action
(The above has been formulated as the AIDA Model.)
“Advertising is the greatest art form of the twentieth century.”
–
Marshall McLuhan (1976)
 "Advertising consists of all the activities
involved in presenting to an audience a non-
personal, 2 sponsor-identified, paid-for
message about a product or organization.“
William J. Stanton
 “Advertising is any paid form of non-personal
presentation and promotion of ideas, goods
and services by an identified sponsor".
American Marketing Association

“Advertising is selling Twinkies to adults” - Donald

R. Vance
 “Advertising is to give public notice or to
announce publicity”.
Webstar
“Advertising is the means of mass selling that
has grown up parallel with and has been
made necessary to mass production”.
Gardner

“Advertising is the ‘wonder’ in Wonder Bread.” –

Jef I. Richards (1995)
1. Communication
2. Information
3. Persuasion
4. Profit Maximisation
5. Non Personal presentation
6. Identified sponsor
7. Customer choice
8. Element of marketing mix
9. Element of creativity

“Advertising is ten billion dollar a year misunderstanding with

the public.” –
Chester L. Posey
 To introduce a new product
 To support personal selling programme to open customers
 To reach people inaccessible to salesman.
 To enter a new market or attract a new group
 To light competition and to increase the sales
 To enhance the goodwill of the enterprise
 To improve dealer relations.
 To warn the public against imitation
 Advertiser
 Artists
 Agencies
 Audience
 Authorities
 Media

“Advertising is what you do when you can’t go see somebody. That’s all
it is.” –
Fairfax Cone (1963
  Advertising & Product
 Advertising & Price
 Advertising & Place
 Advertising & Promotion
 Advertising & People
 Advertising & Process
 Advertising & Packaging

“Advertising is the modern substitute for argument; its function is to make

the worse appear the better.”
George Santayana
 Encourage Purchasing
 Reflect cultural trends
 Promotes Economic growth
 Improves standard of living
 Provides employment
THANK YOU