The document discusses the significance of advertising as a major marketing communication tool that informs consumers about goods, services, and ideas, thereby influencing societal trends. It traces the evolution of advertising from ancient practices to modern mass communication through various media such as print, radio, and television. Additionally, it highlights different types of advertising, their appeals, and the economic and societal roles they play in influencing consumer behavior and lifestyle choices.

1. Course: 15 Mass Communication and
Media studies
Unit: 5 Advertising

2. Hello! I am Hema
I am here because I am going to deal with the
topic “Advertisement”
You can find me at hemagoswami.blogspot.com
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3. 1.
Advertisement
Let’s start with the first set of slides

4. Definition of Advertising
Without advertising, many companies
and products would simply close. And
with them billions of jobs would vanish.
So advertising is there, strong and still
growing as a force that keeps business
going and influences society in a big
way.
Advertising promotes goods, services
and ideas
Advertising has emerged as a
major tool for marketing
communication. It informs people
about the advertised products.
It let us know about the various
options available for us
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5. Development of Advertisement: From street side seller to press ads
1.
Advertising started on a very
small note.
In ancient time advertising was
limited
2.
The first big change came when
Greek and Roman merchants
developed better business
practices. Merchants hung
carved signs in front of their
shops
3.
Advertising moved to a new level of
communication from small group
communication to mass
communication - with the invention
of printing press
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4.
people started using printed materials
to promote their products.
British printing pioneer William Caxton
published the oldest existing print
advertisement in the United Kingdom
5.
The pioneer in this field was
Volney B. Palmer, who opened
the first 'advertising agency' in
1841 in Philadelphia.
6.
Calkens was the first to
introduce "image advertising".
Caples was the first to introduce
'brevity' in advertising. He used
short words, short sentences and
short paragraphs.

6. “John E. Kennedy gave this
definition of advertising
"salesmanship in print'.
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7. ⋄ From 1930s radio became one of the leading
advertising media.
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8. Advertising
Media
Advertising Media: Over the years the various
mass media including news papers, magazines,
radio, television and to some extent films have
become part and parcel of the advertising
world..
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9. Advantages or benefits of advertisement
⋄ Advertising plays a number of social roles
⋄ It informs us about new and improved products.
⋄ Some times it tells us how to use certain products
⋄ It also helps us compare products and services.
⋄ advertising helps consumers in making informed buying decisions.
⋄ Advertising mirrors fashion and design trends
⋄ Advertising helps in making our life style better.
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10. Roles of Advertising
Marketing Role
Marketing is the
strategic process
in business used
to satisfy
consumer needs
and wants
through goods
and services
Communication
Role
It transmits
different types of
marketing
information and
tries to match
buyers and sellers
in the market place.
Societal Role
It informs us about
new & improved
products. Some
times it tells us how
to use certain
products. It also
helps us compare
products and
services.
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Economic Role
advertising plays an
important role in the
economy by helping
the society to
achieve abundance
by informing and
persuading people
about products,
services and goods.

11. Types of Advertising:
Consumer Advertising
advertisements that
we see in the major
media like TV, radio,
newspapers,
magazines etc. are
consumer
advertisements.
Business Advertising
few products are not meant
for professional use. These
include machines, machine
parts and a variety of services.
Advertisements of these kinds
of products do not generally
appear in the mass media.
These ads are usually
published in specialized
business publications
Industrial Advertising
This is meant for people who
buy or influence the purchase
of industrial goods and
services. These goods and
services are used in the
manufacture of other
products and include raw
materials, machinery,
equipments, semi
manufactured goods, machine
parts
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12. Types of Advertising:
Professional Advertising:
This is aimed at
professionals like
doctors, engineers,
architects, teachers,
lawyers etc. These
advertisements appear in
highly specialized
professional journals.
Action Advertising
It seeks immediate and
direct response from the
audience. The best
examples are the 'Sale'
ads and direct mail ads,
which give coupons and
encourage direct
response. .
Awareness Advertising
This has long-term
objectives. It tries to first
create awareness about
the product advertised
and a positive image
about the product. This
leads to the action.
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13. Advertising Appeal
The most basic of human needs is the need for
food, clothing and shelter. Special need for
these necessities cannot be created with
advertising. However there are certain other
products that provide comfort in life and
advertising aims to generate demand for these
products. Advertising uses appeals as a way of
persuading people to buy certain products.
Advertising appeals are designed in a way so
as to create a positive image of the individuals
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14. Advertising Appeal:
Emotional Appeal
An emotional appeal is
related to an
individual’s
psychological and
social needs for
purchasing certain
products and services
Fear Appeal
Fear is also an important
factor that can have
incredible influence on
individuals. Fear is often
used to good effect in
advertising and
marketing campaigns of
beauty and health
products including
insurance
Humour Appeal
Humour can be an
excellent tool to catch
the viewer’s attention
and help in achieving
instant recall which
can work well for the
sale of the product.
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15. Advertising Appeal
Sex Appeal
Sexuality, sexual
suggestiveness, over
sexuality or sensuality
raises curiosity of the
audience and can result in
strong feelings about the
advertisement. It can also
result in the product
appearing interesting
Scarcity Appeal
Scarcity appeals are based
on limited supplies or
limited time period for
purchase of products and
are often used while
employing promotional
tools.
Masculine Feminine
Appeal
Used in cosmetic or
beauty products and
also clothing. This type
of appeal aims at
creating the
impression of the
perfect person
.
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16. Advertising Appeal
Brand Appeal
This appeal is directed
towards people who
are brand conscious
and wish to choose
particular products to
make a brand
statement
Endorsement
Celebrities and well
known personalities
often endorse certain
products and their
pitching can help
drive the sales.
Adventure Appeal
This appeal is directed
towards giving the
impression that
purchasing a product will
change the individual’s
life radically and fill it
with fun, adventure and
action
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17. “• Advertising leads to a large-scale production
creating more employment opportunities to the
public in various jobs directly or indirectly.
• It initiates a process of creating more wants and
their satisfaction higher standard of living. For
example, advertising has made more popular and
universal the uses of such inventions as the
automobiles, radios, and various household
appliances
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Thanks! Any questions?
You can find me at
hemagoswami.blogspot.com

19. Question Bank
⋄ What do you mean by advertising? Discuss the development of advertising.
⋄ Discuss the main features of advertising.
⋄ What are the benefits or advantages of advertising? Discuss in detail.
⋄ Advertising media are the means to transmit the message of the advertiser to the desired
class of people. What are the major types of advertising media? Explain.
⋄ Discuss in detail various advertising appeals.
⋄ Write a note on Indian advertising industry.
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20. Important Links
Advertisement material:
Links of all material
⋄ Works Cited
⋄ Patra, M.R. "Advertisement." business communication today 2006: 219.
⋄
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