ADVERTISING:

Defination, Features &

Objectives
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Advertising is a means of communication with the

users of a product or service.
 
Advertising is a promotional activity which aims to
sell a product or service to a target audience. It is
one of the oldest forms of marketing which attempts
to influence the actions of its target audience to
either buy, sell, or do something specific.
DEFINATION OF
ADVERTISING
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○ “Advertising is paid non-personal

communication of information from an
identified sponsor using mass media to
persuade or influence an audience so
as to maximise profits.”
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- The American Marketing Association

“Any paid form of non-personal presentation of

ideas, goods and services by an identified sponsor.”
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Frank Presbrey defines advertising as-

“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 favour of the advertiser’s
interest.
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FEATURES OF
ADVERTISING
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○ Any paid form
○ Non-personal presentation and promotion
○ Goods, services and ideas
FEATURES OF ○ Identified sponsor
ADVERTISING ○ Means of communication
○ Controlled (advertiser controls the content,
time, direction)
○ Creative
○ Goal-oriented
○ Investment (investment towards brand building
and brand loyalty)

https://www.adforum.com/creative-work/search?keyword=india
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○ It is a paid form of communication,

ANY PAID as the sponsor has to bear the cost of
FORM advertising. So it is commercial in
nature. It involves a huge cost and is
never free of cost.
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○ As there is no face-to-face contact

NON- between the customer and the
PERSONAL advertiser, it is considered to be an
impersonal method. Since it is a one-
sided communication, a monologue is
created, not a dialogue. 
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○ The purpose of advertising is to

GOODS, promote idea about the products
SERVICES and services of a business.
AND IDEAS ○ It is directed towards increasing the sale
of the products and services of a business
unit.
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○ Another feature of advertising is that its

sponsor can be identified.
IDENTIFIED ○ Whenever we come across an
advertisement, its sponsor is easily
SPONSORS recognized.
○ Obviously, its sponsor can be either
the seller or the producer of that
product or service.
○ If due to some reason it is difficult to identify
the sponsor, then that information cannot be
called advertising. It will be called publicity.
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○ Advertising is a mass communication

medium because it tries to communicate
MEANS OF to a large target audience at a time.
○ For example, you can see an
COMMUNICATION
advertisement on google, Facebook, or
any big social platform where through a
single advertisement a large number of
customers are targeted at a time.
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○ Advertising relies heavily on creativity.

The success of the commercial can be
determined by its innovation, and in
CREATIVE order to produce an innovative
advertisement, you must have created
people with creative minds.
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○ Advertising relies heavily on creativity.

The success of the commercial can be
GOAL determined by its innovation, and in
order to produce an innovative
ORIENTED advertisement, you must have created
people with creative minds.
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○ Any sorts of advertising campaign for

different products or services require
some type of investment.
INVESTMENT ○ Starting from the money to time to effort,
and resources, investment is integral to
the success of any creative ad campaign.
OBJECTIVES OF
ADVERTISING
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○ To inform
○ To create awareness about products and
services
OBJECTIVES ○ To persuade people to buy products and
services
○ To build brand image
○ To build brand loyalty
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○ Advertisements are used to increase

brand awareness and brand exposure in
the target market.
TO INFORM ○ Informing potential customers about the
brand and its products is the first step
toward attaining business goals.
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○ Advertising needs to capture the

attention of people and make them
aware of the products or their features in
TO CREATE
the market.
AWARENESS
○ The advertising should draw the
audience’s attention and inform them
about the products you are offering.
○ Perhaps you already know who your
target audience.
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○ Persuading customers to perform a

particular task is a prominent objective
of advertising.
TO
○ The tasks may involve buying or trying
PERSUADE
the products and services offered,
forming a brand image, developing a
favourable attitude towards the brand
etc.
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○ In reality, frequent advertising increases

the value of a brand.
TO BUILD ○ Additionally, it is important for a brand
BRAND to deliver quality products and fulfill its
IMAGE promises.
○ Advertising objectives vary from brand to
brand.
○ A popular brand like P&G invests in brand
building to boost the value of the parent
brand. Even if the other brands suffer, the
parent brand remains unaffected
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○ Brand loyalty is when customers

continue to purchase from the same
TO BUILD brand over and over again, despite
BRAND competitors offering similar products or
services.
LOYALTY ○ Not only do customers continue
engaging and purchasing from the same
brand, but they also associate positive
feelings toward that brand.
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IMPORTANCE & SIGNIFICANCE OF

ADVERTISISNG
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○ Advertising plays a very important role

in today’s age of competition.
IMPORTANCE ○ Advertising is one thing which has
become a necessity for everybody in
today’s day to day life, be it the producer,
the traders, or the customer.
○ Advertising is an important part.
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○ Benefits of advertising to consumers

○ Benefits of advertising to manufacturers
IMPORTANCE
○ Benefits of advertising to salesmen
○ Benefits of advertising to society
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○ Advertising plays a very important role in

customers life.
○1. Enhanced Knowledge
CONSUMERS
https://www.youtube.com/watch?v=McWZrfnWP90
○2. Planning before Shopping

○3. Reasonable Prices

https://www.youtube.com/watch?v=HOZPQkq6BIk
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○1. Successful Introduction of New Product

○2. Creation of Regular Demand

MANUFACTURERS ○3. Impressing New Uses of a Product

○4. Enjoy Economics of Scale

○5. Confidence in Facing of Competition

○6. Creation of Corporate Image

https://
www.youtube.com/watch?v=hgDip23f2XY&list=PLvH2YzgKy4resLA
Yrwy4zCH9_0_k6Imv&index=2
)
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○1. Less Time

○2. Easy Convincing

SALESMEN
○3. More Coverage

○4. Ready to Receive

https://www.advertgallery.com/productcategory/advertisements-by-br
and/reliance-fresh-advertisements-in-newspaepr/
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○1. Improved Standard of Living

○2. Creates Employment Opportunities
SOCIETY ○3. Solves Societal Problems
○4. Encourages Media.

https://www.youtube.com/watch?v=YhdQrvaSS-g
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Thanks!
Any questions?