INTRODUCTION TO Dr Juhi P Pathak

ADVERTISING
The notes are based on secondary sources for educational purposes. 
DEFINITION
Philip Kotler:  Advertisement is any paid form of non-personal presentation
and promotion of good, services or ideas by an identified sponsor.
Frank Presbrey: Advertising is a printed, written, oral and illustrated art of
selling. Its objective is to encourage sales of the advertiser’s products and to
create in the mind of people, individually or collectively, an impression in
favor of the advertiser’s interest.
William Stanton: Advertising consists of all activities involved in presenting
to a group a non-personal, oral or visual, openly sponsored identified message
regarding a product, service, or idea. The message, called an advertisement, is
disseminated through one or more media and is paid for by the identified
sponsor.
MEANING
Advertising is a paid form of mass communication that consists of the special
message sent by the specific person (advertiser or company), for the specific
group of people (listeners, readers, or viewers), for the specific period of
time, in the specific manner to achieve the specific goals.

Advertising includes oral, written, or audio­visual message addressed to the

people for the purpose of informing and influencing them to buy the products
or to act favorably toward idea or institution.
CHARACTERISTICS
1. Tool for Market Promotion:
There are various tools used for market communication, such as advertising,
sales promotion, personal selling, and publicity. Advertising is a powerful,
expensive, and popular element of promotion mix.
2. Non-personal:
Advertising is a type of non-personal or mass communication with the target
audience. A large number of people are addressed at time. It is called as non-
personal salesmanship.
3. Paid Form:
Advertising is not free of costs. Advertiser, called as sponsor, has to spend
money for preparing message, buying media, and monitoring advertising
efforts. It is the costliest option of market promotion. Company has to prepare
its advertising budget to appropriate advertising costs.

4. Wide Applicability:
Advertising is a popular and widely used means for communicating with the
target market. It is not used only for business and profession, but is widely
used by museums, charitable trusts, government agencies, educational
institutions, and others to inform and attract various target publics.
5. Varied Objectives:
Advertising is aimed at achieving various objectives. It is targeted to increase
sales, create and improve brand image, face competition, build relations with
publics, or to educate people.

6. Forms of Advertising:
Advertising message can be expressed in written, oral, audible, or visual
forms. Mostly, message is expressed in a joint form, such as oral-visual, audio-
visual, etc.
7. Use of Media:
Advertiser can use any of the several advertising media to convey the
message. Widely used media are print media (newspapers, magazines,
pamphlets, booklets, letters, etc.), outdoor media (hoardings, sign boards,
wall-printing, vehicle, banners, etc.), audio-visual media (radio, television,
film, Internet, etc.), or any other to address the target audience.

8. Advertising as an Art:
Today’s advertising task is much complicated. Message creation and
presentation require a good deal of knowledge, creativity, skills, and
experience. So, advertising can be said as an art. It is an artful activity.
9. Element of Truth:
It is difficult to say that advertising message always reveals the truth. In many
cases, exaggerated facts are advertised. However, due to certain legal
provisions, the element of truth can be fairly assured. But, there is no
guarantee that the claim made in advertisement is completely true. Most
advertisements are erotic, materialistic, misleading, and producer-centered.

10. One-way Communication:

Advertising involves the one-way communication. Message moves from
company to customers, from sponsor to audience. Message from consumers
to marketer is not possible. Marketer cannot know how far the advertisement
has influenced the audience.
EXAMPLE (HUL VS EMAMI):
In 2020, the manufacturer responded to criticism associating the product with
colorism. Sunny Jain, President Beauty & Personal Care stated the company
recognizes that the use of the words ‘fair’, ‘white’ and ‘light’ is not ideal. Jain also
announced changes in advertising, communication and packaging in South Asia.
Glow & Lovely also announced in 2020, they plan to feature women of different skin
tones, representative of the variety of beauty across India and other countries.
In 2020, Hindustan Unilever announced the rebranding of its flagship brand Fair &
Lovely, removing the word 'Fair' and using 'Glow' instead. The brand was renamed to
'Glow & Lovely'.
At the time of the rebranding, Unilever stated that 'Fair & Lovely has never been, and
is not, a skin bleaching product', instead it was intended to be a product which would
'improve skin barrier function, improve skin firmness, and smooth out skin texture'.
OLD VERSUS NEW
TAGLINE
OLD VERSUS NEW
TAGLINE
RACE:
Global skincare brands are doing away with "fair" and "white" from their labels.
L`Oreal, the world`s biggest cosmetics company, said it will remove words "white",
"fair" and "light" from its skincare products. 
This comes a day after (2020) after Unilever made a similar announcement due to
growing criticism. The Indian subsidiary, Hindustan Unilever Limited (HUL) will stop
using the word `Fair` in the flagship brand `Fair & Lovely` with a "more inclusive vision
of beauty". The brand is committed to celebrating all skin tones, HUL said.
Unilever and L`Oreal are two big players in the global market for skin whitening creams
used in India and other Asian, African and Caribbean countries.
L`Oreal`s products include Garnier Skin Naturals White Complete Multi Action Fairness
Cream.
Johnson & Johnson went a step further, saying it would stop selling skin whitening
creams sold in Asia and the Middle East under its Neutrogena and Clean & Clear brand.
ETHICS AND LAWS:
The new draft of the Drugs and Magic Remedies (Objectionable Advertisements)
(Amendment) Bill, 2020, proposes Rs 10 lakh in fine and up to two years’ of
imprisonment for first-time offence, to companies advertising products that claim to
make a person fairer, look younger, increase their height, improve their memory or
offer cure for hair loss or greying etc. The Indian Express has reported that in the
case of a subsequent conviction, imprisonment could be extended up to five years
and or may incur a fine up to Rs 50 lakh. But is imposing fines and imprisonment
enough? Will that curb the demand for such products?
FUNCTIONS OF ADVERTISING
Advertising is a form of communication that deals with people’s feelings and emotions. It is shaped by
the psychology of the buyer, especially in relation to his/her motives and attitudes.
The major aim of advertising is the promotion of a product, brand, or service. The major functions of
advertising are that it:

1.Informs
2.Educates
3.Creates Demand
4.Enhances Competition
5.Establishes Brand Identity
6.Promotes Action
7.Improves Customer Base
Informs
A product needs an effective launching to hit the minds of the consumers. It must
share the details about the product’s quality, price, unique features, etc.
Consumers obtain information about products from the ads they have read, viewed,
and heard. Manufacturers often make changes in prices, and channels of distribution,
and improve the quality, size, weight, brand, and packing. These changes must be
informed to the public through advertisements.
Eg: SBI’s print advertisement tells the consumers about a new deposit scheme. Here
the ad shares information like the name of the deposit scheme, interest rate, benefits,
etc.
Educates
Advertisements may carry messages intended for consumer education. They
sometimes sell or popularise certain concepts. Government agencies educate the
masses with campaigns on a variety of topics like consumer rights, safe driving,
literacy, child rights, etc.
Advertising also educates consumers about the price, quality, and availability of a
product. Eg: This social service ad advises the public not to consume alcohol while
driving. It also cautions them about the after-effects of such an act.
Creates Demand
The main objective of advertising is to create demand for a product in the market.
This demand would set a favorable climate and acceptability among potential buyers.
Once the product is established, frequent advertising reminds the buyers about its
presence in the market.
It may also induce new customers to notice the product. They may be convinced of
the merits of the product through constant exposure to advertising. Eg. The
advertising of Idea 3G connection with the cutline “No fooling India” creates demand
for low-priced smartphones and third-generation networking.
Enhances Competition
Another important objective of the advertisement is to encourage competition.
Advertising is unavoidable to compete with or neutralize competitors’ 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, the manufacturer tries to create a different image for his product.
Establishes Brand Identity
Developing a brand identity is one of the important functions of advertising. Through
campaigns and striking messages, advertisers create an impressive image of the
company in the minds of the audience. Such images make the audience loyal to the
company or brand name.
Thus, brand loyalty helps to build emotional relationships between the audience and
the products of such brands. This increases the chances of some consumers preferring
a particular brand. Hence the advertising message finds success in winning the minds
through brand identity.
Promotes Action
The purpose of advertising is to attract buyers through a call-to-action statement. This
encourages the customer to visit a store or website, and to contact the advertiser for
more information. Advertising is essentially an active catalyst.
The ultimate aim of advertising is to persuade an audience into action. The AIDA
formula of advertising explains this concept.
1.Attention: At first the advertising grabs the attention.

2.Interest: Secondly the person becomes interested in the advertising message.

3.Desire: The person is convinced of the claims and has a desire to purchase.

4.Action: The desire leads the person to purchase the product.

Improves Customer Base
Any business requires a constant customer base in order to remain successful. The
business needs to target its products and services to this customer base. The company
creates new products that attract existing and new customers alike.
Advertising helps to reinforce the buying motives of customers for a particular brand.
It establishes long-term relationships with customers, vendors, and stakeholders.
Powerful and captivating advertisements persuade consumers to purchase a new
product, try out services, and fulfill voids they feel are present in their lives. In fact,
persuasion is one of the main functions of advertising. So many firms strive to create
powerful persuasive messages that influence customers emotionally and rationally.
IMPORTANCE OF
ADVERTISING
Advertising has become an essential marketing activity in the modern era of large-scale
production and serves competition in the market. It performs the following functions:

1.Promotion of Sales
2.Introduction of New Product
3.Creation of Good Public Image
4.Mass Production
5.Research
6.Education of People
7.Support to Press
Promotion of Sales
It promotes the sale of goods and services by informing and persuading the people to
buy them. A good advertising campaign helps in winning new customers both in the
national as wet as in the international markets.
Introduction of New Product
It helps the introduction of new products in the market. A business enterprise can
introduce itself and its product to the public through advertising. A new enterprise
can’t make an impact on prospective customers without the help of advertising.
Advertising enables quick publicity in the market.
Creation of Good Public Image
It builds up the reputation of the advertiser. Advertising enables a business firm to
communicate its achievements in an effort to satisfy the customers’ needs. This
increases the goodwill and reputation of the firm which is necessary to fight against
the competition in the market.
Mass Production
Advertising facilitates large-scale production. Advertising encourages the production
of goods on a large scale because the business firm knows that it will be able to sell
on a large scale with the help of advertising. Mass production reduces the cost of
production per unit by the economical use of various factors of production.
Research
Advertising stimulates research and development activities. Advertising has become a
competitive marketing activity. Every firm tries to differentiate its product from the
substitutes available in the market through advertising.
This compels every business firm to do more and more research to find new products
and their new uses. If a firm does not engage in research and development activities, it
will be out of the market in the near future.
Education of People
Advertising educates people about new products and their uses. Advertising message
about the utility of a product enables people to widen their knowledge. It is
advertising which has helped people in adopting new ways of life and giving up old
habits.
It has contributed a lot towards the betterment of the standard of living of the society.
Support to Press
Advertising provides an important source of revenue for publishers and magazines. It
enables them to increase the circulation of their publication by selling them at lower
rates. People are also benefited because they get publications at cheaper rates.
Advertising is also a source of revenue for TV networks.
For instance, Doordarshan and ZeeTV insert ads before, in between, and after various
programs and earn millions of rupees through ads. Such income could be used for
increasing the quality of programs and extending coverage.
ROLE OF ADVERTISING
THANK YOU!