The word advertising comes form the latin word "adverteremeaning” to turn the minds of towards". Accor ding t o Amer ican Mar ket ing Associat ion "adver t ising is any paid f or m of non-per sonal pr esent at ion and pr omot ion of ideas, goods and ser vices by an ident if ied sponsor ".
To introduce a new product by creating interest for itamong the prospective customers.To support personal selling programme. Advertisingmaybe used to open customers doors for salesman.To reach people inaccessible to salesman.To enter a new market or attract a new group ofcustomers.
To light competition in the market and to increase the sales asseen in the fierce competition between Coke and Pepsi. To enhance the goodwill of the enterprise by promisingbetter quality products and services.To improve dealer relations. Advertising supports the dealersin selling he product. Dealers are attracted towards a productwhich is advertised effectively.To warn the public against imitation of an enterprisesproducts.