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2.  It is audio or visual form of marketting
communication that employ an openly
sponsored non-personal message to promote
or sell a product service or idea.
 Advertising is communication through various
mass media including newspaper,
magazine,television,radio,direct mail,blogs,
websites or text message.

3.  According to American marketting
association (AMA),”advertising is any paid
form of non-personal presentation and
promotion of ideas ,goods and service by an
identified sponsor.

4. NEWSPAPER MAGAZINE
RADIO
DIRECT
MAIL,CATALOGUES
AND LEAFLETS
ONLINE

5.  Newspaper
 Magazine
 Radio
 Television
 Directories
 Outdoor and transit
 Direct mail, catalogues and leaflets
 Online

6. Newspaper advertising can promote your
business to a wide range of customers.
Display advertisements are placed
throughout the paper, while classified listings
are under subject headings in a specific
section.

7. Magazines do not usually serve a small area
such as a specific town. If your target market
is only a small percentage of the circulation,
then advertising may not be cost-effective.

8. Advertising on the radio is a great way to
reach your target audience. If your target
market listens to a particular station, then
regular advertising can attract new
customers.

9.  Television has an extensive reach and
advertising this way is ideal if you cater to a
large market in a large area. Television
advertisements have the advantage of sight,
sound, movement and colour to persuade a
customer to buy Advertising is sold in units
(e.g. 20, 30, 60 seconds).

10.  Direct mail means writing to customers
directly. The more precise your mailing list or
distribution area, the more of your target
market you will reach. A direct mail
approach is more personal, as you can select
your audience and plan the timing to suit
your business. A cost effective form of direct
mail is to send your newsletters or flyers
electronically to an email database.

11.  A well-designed website can entice
customers to buy from you. There are a
number of ways you can promote your
business online via paid advertising or to
improve your search engine rankings. Learn
more about doing business on online .

13.  ENCODING: Advertising publicity sales talk.
 MEDIA: Channels salesmen public relation.
 DECODING: Target audience interpretation.
 SENDER: Marketer.
 FEEDBACK: Marketing research and sales
research.
 RECEIVER: Consumer target audience.

14.  (1) Introduces a new product in the market,
 (2) Expansion of the market,
 (3) Increased sales,
 (4) Fights competition,
 (5) Enhances good-will,
 (6) Educates the consumers,
 (7) Elimination of middlemen,
 (8) Better quality products,
 (9) Supports the salesmanship,
 (10) More employment opportunities,
 (11) Reduction in the prices of newspapers and
magazines,
 (12) Higher standard of living,

15.  (1) Introduces a New Product in the Market:
Advertising plays significant role in the
introduction of a new product in the market. It
stimulates the people to purchase the product.
 (2) Expansion of the Market:
It enables the manufacturer to expand his
market. It helps in exploring new markets for the
product and retaining the existing markets. It
plays a sheet anchor role in widening the
marketing for the manufacturer’s products even
by conveying the customers living at the far
flung and remote areas.

16.  (3) Increased Sales:
Advertisement facilitates mass production to
goods and increases the volume of sales. In other
words, sales can be increased with additional
expenditure on advertising with every increase
in sale, selling expenses will decrease.
 (4) Fights Competition:
Advertising is greatly helpful in meeting
the forces of competition prevalent in the
market. Continuous advertising is very essential
in order to save the product from the clutches of
the competitors.

17.  (5) Enhances Good-Will:
Advertising is instrumental in increasing
goodwill of the concern. It introduces the
manufacturer and his product to the people.
Repeated advertising and better quality of
products brings more reputation for the
manufacturer and enhances goodwill for the
concern.
 (6) Educates The Consumers:
Advertising is educational and dynamic in
nature. It familiarises the customers with the
new products and their diverse uses and also
educates them about the new uses of existing
products.

18.  (7) Elimination of Middlemen:
It aims at establishing a direct link between
the manufacturer and the consumer, thereby
eliminating the marketing intermediaries. This
increases the profits of the manufacturer and
the consumer gets the products at lower prices.
 (8) Better Quality Products:
Different goods are advertised under
different brand names. A branded product
assures a standard quality to the consumers. The
manufacturer provides quality goods to the
consumers and tries to win their confidence in
his product.

19.  Adds to the Cost of Production and Product
 Leads to Price War
 Deceptive advertising
 Leads to Unequal Competition
 Creates a Monopolistic Market
 Promotes Unnecessary Consumption
 Decline in Moral Values
 High prices of products and services

20.  1. Adds to the Cost of Production and Product:
Advertising increases the cost of the advertised
product, as the expenses on advertisement add to
the total cost of the product. To mitigate the cost
incurred during advertising of the product or the
service, the advertiser adds the cost of
advertisement to the total price of the product or the
service. So, the advertising cost is actually being
borne by the consumers.
 2. Leads to Price War:
Large scale competitive advertising by prominent
competing firms can possibly lead to advertising wars
with the consumers being made to pay for it. It leads
to a situation of price war and that makes the
production activity unduly wasteful. The entire
industry has to suffer a setback.

21.  3. Deceptive Advertising:
 Sometimes, advertising is used as an instrument of
cheating. Unscrupulous firms defraud the consumers by
misrepresenting their products through advertising. In
order to induce people to purchase their product, firms
issue false statements with regard to different virtues of a
products; this undermines public confidence in advertising.
As a result we have the Advertising Code of Conduct that
regulates advertising and ensures commercial honesty.
 4. Leads to Unequal Competition:
The producers spend a huge amount of money for the
advertisement of their products and services. Small local
firms cannot match the big advertising budgets of
multinational companies. Therefore, the scales are always
tilted in favour of the bigger producers leading to unequal
competition.

22.  5. Creates a Monopolistic Market:
Larger firms by virtue of their larger
advertising budgets drive the smaller firms
out of the market. This leaves the market
open to just a few large producers. In this
way the bigger firms win competition and
monopolize the market.
 6. Promotes Unnecessary Consumption:
Advertising promotes the consumption
of goods and services which are not even
required by the people. Hence it is wastage
of national resources.