 It has originated from Latin word ‘adver’ which

means ‘to turn the mind toward’.

 Dictionary meaning of the term is ‘to give public
notice or to announce publicity’.
 In general, Advertisement is a medium of
impersonal sales efforts.
 It is a technique of popularising one’s product or
services.
 “Any paid form of non-personal presentation or
promotion of ideas , goods or services, by an
identified sponsor.’’
American Marketing Association
 “Advertising is mass communication of
information intended to persuade buyers so as to
maximise profits.”
Littlefield and Krikpatrick
1. PAID FORM OF COMMUNICATION –
-- Advertiser pays the amount to newspaper, magazines,
televisions, radio etc., to purchase the space or time to
communicate with the prospective customers.
2. NON – PERSONAL PRESENTATION OF
MESSAGE –
-- Does not come face to face.
-- it is read, seen or listened by the customers.
3. PROMOTION OF PRODUCT –
-- The purpose of the product is to promote
the product or services in order to increase the sales
of product or service.

4. SPONSORED BY IDENTIFIED PERSON –

-- These are sponsored by identified persons.
It should disclose or identify the sources of
opinions and ideas it presents.
1. PROMOTION OF SALES --

 Advertising is undertaken to create demand

for new and existing products and services.
 It informs people about the new products and
persuading them to go for particular products.
 An effective advertising will help in attracting
more and more customers.
2. EDUCATE PUBLIC ABOUT PRODUCT
–

 Advertisement not only promote products but

they also educate public about their proper
use.
 Products may sometimes be put to some
alternative uses or some additional uses .
 This is brought to the notice of public and it
may fetch more customers.
3. INTRODUCTION OF NEW PRODUCT --

 Whenever a new product is introduced in the

market, it must be brought to the notice of the
public through advertisements.
 A new product cannot make an impact in the
minds of the customers without the help of
advertising.
 Advertisements are helpful in quick publicity
of products.
4. OVERCOME COMPETITION –

 Every product is facing not only national but also

international competition.
 In order to survive in competition, the good
features of the product should be brought to the
notice of the public.
 So advertisements will help in overcoming
competition from other products.
5. MASS PRODUCTION –

 Large scale production will be possible only if there

is a market for the products .
 Product market can be possible if the product is
widely advertised.
 Mass production will help in reducing production
through economies in various expenses.
 So advertising is required if production is to be
increased.
6. RESEARCH AND DEVELOPMENT –
 Advertising stimulates research and development
activities.
 In the prevailing competitive environment every
producer has to differentiate its products from
alternative/substitute products available in the
market.
 This will be possible only if regular research is
undertaken on the product and attracting more
customers for the same.
 ADVANTAGES TO MANUFACTURERS –
1. Create demand for new product.
2. Increases the sales and profits.
3. Creates goodwill.
4. Creates steady demand.
5. Facilitates quick turnover of goods.
6. Reduces cost of production.
7. Reduces cost of distribution.
8. Increases labour productivity.
 ADVANTAGES TO CONSUMERS –
1. Increase personal satisfaction.
2. Better standard of living.
3. It helps in reducing the prices.
4. Increases the utility of commodities.
5. Saves consumer’s time.
6. Ensures good quality of product.
7. Consumer cannot be cheated.
8. Prompts the consumer to work hard and
earn
 ADVANTAGES TO SALESMEN –
1. Creates proper base for the salesmen.
2. Educates salesmen and increase their
confidence, capacity and initiatives.
3. Simplifies work.
4. Reduces the efforts.
5. Increases the remuneration.
 ADVANTAGES TO THE SOCIETY –
1. Uplifts the standard of living.
2. generates gainful employment opportunities.
3. provides new horizons of knowledge.
4. provides a regular source of income to
newspapers.
5. transforms culture of a nation.
6. act as a barometer of a nation’s economic growth.
1. INCREASES THE PRICE OF THE
PRODUCT OR SERVICES –
- As advertisement cost is included in product
cost.
- it has been said that, “every advertisement is a
nail in the customer’s coffin”.
2. IT MISLEADS PEOPLE AND ACT AS AN
INSTRUMENT OF CHEATING –
-Sometimes conceals the facts to induce the
buyer to buy inferior products.
3. IT CREATES AND BREEDS MONOPLIES –
- It creates brand preference which makes
customers sheer slaves of such brands, resulting
in creation of monopolies.
- It enables manufacturer to exploit customers.
- Becomes difficult for new firms to sell their
product which kills the competition.
4. SHEER WASTE OF RESOURCES –
- Wastage of resources as most of the advertisements
are ignored.
- Does not create new demands but only shifts
demand from one product to another.
- half used and old articles are often rejected.
5. PRODUCE A SOCIETY OF GREEDY, SELF
CENTERD PEOPLE –
- People forgot moral and social values.
5. IT MULTIPLIES THE NEEDS OF THE
PEOPLE, ENCOURAGES EXTRAVAGANCE
AND CREATES DISSATISFACTION –
- Creates dissatisfaction and frustration.
- people may not hesitate to fulfill their demands
through corrupt practices.
6. IT ENCOURAGES VULGARITY,
CUPIDITY, INDECENCY AND BASD TASTE
–
- Advertisements are full of sex appeal, vulgarity
and stupidity which exploits the emotions of
 The term media refers to the means through
which the advertising information is
communicated by the advertiser to the
prospective customers.
 It may be classified under two categories
-- Direct advertising
-- Indirect advertising
 Direct advertising –
-- It aims at reaching directly the known
prospects and is done through direct mail
advertising.
 Indirect advertising –

-- Under this public is indirectly approached

through a well chosen media such as films,
television, radio etc.
1. PRESS MEDIA –
It refers to the publication of the advertisement in
newspapers, magazines, and journals. a large
number of national, local and state newspapers;
magazines are there in which these kind of
advertisements appear as it is most economical,
effective and elastic method of enlightening people
(a) NEWSPAPER –
It is the best medium for those who desire to
reach general public quickly and at short
interval. Newspapers have a wide circulation
and are very effective. They are said to be the
backbone of all advertising program.
(b) MAGAZINES AND JOURNALS –
-- These are the periodicals published weekly,
fortnightly, monthly, quarterly or yearly to be read
in leisure hours.
-- These are of various types like ordinary
magazines which are read by all classes and
special magazine such as women magazine and
children magazine.
-- Journals are devoted to various subjects such as
commerce, management etc…
2. OUTDOOR MEDIA –
-- It refers to the display of advertisement in open
places wherefrom people generally pass through
such as railway stations, bus stands etc... The
appeal of this advertisement takes a mass form as
many people move out of doors every week.
-- it embraces the media like
 Posters
 Painted displays
 Electrical arrangements
 Traveling displays
 Sky-writing
 Sandwichmen
3. POSTAL OR DIRECT MAIL
ADVERTISING–
 It is a way of transmitting information or message
direct to potential customers through the medium
of post.
 Such advertising reaches the public free of cost
for them and is generally read indoor.
 The important direct mailing media are card, sales
letters, circulars, leaflets, calendars, booklets, etc.
4. OTHER MEDIA –
(a) FILMS –
It is very popular and consist of a wide
range from ordinary slides to short films and
feature films produced for specific purpose.
One find such advertisements before the film
start or in intervals.
(b) RADIO —
 It is the cheapest and most pervasive off all mass
communication.
 It is even effective in rural area.
 ADVANTAGES –
1. It is alive and quite dramatic.
2. It effects the mind and is more receptive.
3. It has human appeal.
4. It requires little effort on the part of listener.
 5. It provides a variety of programmes that can be hired
as per the needs of advertiser.
 LIMITATIONS –

1. It is an expensive media of advertising.

2. It has a temporary effect.
3. It dos not provide pictorial presentation.
4. It is not suitable for all kinds of product.
5. Its message is brief and sometimes not clear.
(c) TELEVISION –
 Latest and fastest.
 More effective than radio or other methods.
 Enough scope of variety.
 It is catchy.
 Coverage is more.
 Provides pictorial presentation.
 It is very expensive.
(d) WINDOW DISPLAY –
 They are the face of the shop which constitute the first
impression of the establishment.
 they are used to attract person into the shop by arousing their
interest.
 ADVANTAGES –
1. Provides actual life-size presentation of demonstration.
2. save the time of shopkeeper.
3. adds to the beauty of shop.
4. it appeals at the time of purchase and has immediate effect.
(e) INTERIOR DISPLAY AND SHOWROOMS–
 Prospective consumers have the opportunity of
visiting the showrooms at their leisure and have
careful glance over the item displayed.
 The success of the media depends upon suitable
locations and proper layout of the showroom.
 This helps the customers to inspect and buy the
goods immediately.
(f) FARES AND EXHIBITIONS –
 These are become more popular not only in cities but
also in rural areas.
 These are held in a central places where mass can
reach easily.
 The sellers are given opportunity to display the
product and provide ready market.
 The customers study the various products and have
the knowledge of market.
 NATURE OF PRODUCT—
- Product needed by all :- print, telecast,
outlook.
- Product which needs demonstration:-
television, cinema screen.
- Industrial products:- print media.
 NATURE OF MARKET –
- The market may be local or national.
- Local :- local cable, local regional newspapers.
- National :- magazines, television and cinemas.
 CICULATION OF MEDIA –
- All India newspapers have wide circulation
so a advertisement for a national market can be
better suited in news media.
- national market :- covered by certain
magazines.
- television can also be used for advertising
mass products.
 TYPES OF AUDIENCE –
- If audience is illiterate :- radio, television
and cinema.
- If audience is educated :- newspaper,
magazines.
- advertisements in the language of particular
regions will be more effective.
 ADVERTISING OBJECTIVES –
- The objective will influence the type of
media to be used.
- If national market is to be covered :-
television will be useful.
- If regional markets needs to be covered :-
newspaper will be helpful.
 AVAILABILITY OF FUND –
- The amounts of funds available will
influence the type of media used.
- Television is considered to be costly but its
impact may be better.
- Even in media , funds will influence its
category.
 LIFE OF ADVERTISEMENT –
- The life of advertisement in newspaper,
television and radio is short.
- whereas the impact of outdoor display,
magazines or direct mail may be longer.
-the advertiser should take into account the
duration for which he wants to create a impact on
consumers mind.
 MEDIA USED BY COMPETITOR –
- An advertiser should carefully study the
moves of competitor.
- Media used by competitor should be used if
same type of products are to be advertised so that
the customer may be distracted from the influence
of earlier advertisement.
Sales promotion refers to “those marketing
activities,
activities other than personal selling,
advertising and publicity, that stimulates
consumer purchasing and dealer
effectiveness,
effectiveness such as displays, shows and
expositions, demonstrations and various non-
recurrent selling efforts, not in the ordinary
routine.”
routine -- L.W. Rodger
 “All forms of sponsored communication apart from
activities associated with personal selling. It, thus,
includes trade shows and exhibits, couponing and
sampling, premiums, trade allowances, sales and
dealer incentives, cent-off-packs, consumer education
and demonstration activities, rebates, bonus packs,
point of purchase material and direct mail.”
Rodger A. Strong
 To supplement and coordinate the efforts of
advertising and personal selling.
 To stimulate customer to make purchases at the
point of purchase.
 To introduce new products.
 To attract new customers.
 To prompt existing customers to buy more.
 To meet competition.
 To sell in off-seasons.
 Identifying the audience to be reached.
 Determining and creating the specific advertising
messages to be directed at the audience.
 Selecting the utmost effective and most economical
media to reach audience.
 Scheduling the chosen media to provide the best
timing, frequency and impact.
 Determining the budget.
 Measuring the results.
 CONSUMER PROMOTIONS :

 Samples
 Contests
 Premiums or bonus offers
 Money refund
 Free gifts
 Coupons
 Demonstrations
 TRADE OR DEALER PROMOTIONS :

 Cash and trade discounts.

 Displays and advertising allowance.
 Premiums
 Bonus
 Count and recount allowance
 Dealer’s contests
 Subsidised advertising
 Buy-back allowance
 Gifts and novelties
 Free goods
 SALES FORCES PROMOTIONS :

 Bonus
 Commission
 Sales-force contests
 Quota incentives
 Meetings, conventions and conferences of
salesmen