Advertising is a paid form of communication intended to inform or influence people. It involves messages promoted through various mediums like print, broadcast, outdoor, and digital advertising. The objectives of advertising are to inform, persuade, and remind customers in order to build brands, increase sales, create demand, and expand the customer base. Advertising is important as it provides awareness and convenience to customers while helping businesses build brand image, differentiate products, and boost goodwill. While advertising can help with brand building and launching new products, it also increases business costs and sometimes confuses or misleads customers.

1. Unit- I
Definition, Importance, Scope,
Features, Benefits,
Lecture-1
18th September 2021

2. What is Advertising?
Advertising, this term is derived from the Latin word ‘advertiser’
meaning ‘to turn the mind to.’
• it is connected with TV, radio, banners, and newspapers.
• a 30-second spot, a catchy jingle, and a clever slogan.
• An average human is exposed to around 5000 advertising messages
in a day.

3. Definition of Advertising
Advertising is a means of paid communication with the users of a
product or service.
Advertisements are messages paid for by those who send them and are
intended to inform or influence people who receive them.

4. Characteristics of Advertising
• Paid Form
• Tool For Promotion
• One Way Communication:
• Personal (cookie based) Or Non-Personal (TV,Radio)

5. Types of Advertising
• Print Advertising: Newspaper, magazines, & brochure
advertisements, etc.
• Broadcast Advertising: Television and radio advertisements.
• Outdoor Advertising: Hoardings, banners, flags, etc.
• Digital Advertising : Advertisements displayed over the internet and
digital devices.
• Product/Brand Integration: Product placements in entertainment
media like TV show, YouTube video, etc.

6. Objectives Of Advertising
1. To Inform
2. To Persuade
3. To Remind
 Brand Building
 Increasing Sales
 Creating Demand
 Engagement
 Expanding Customer Base
 Changing Customers’ attitudes, etc.

7. Importance Of Advertising
To The Customers
• Convenience
• Awareness
• Better Quality
To The Business
• Awareness:
• Brand Image:
• Product Differentiation
• Increases Goodwill
• Value For Money

8. Advantages Of Advertising
• Helps In Brand Building
• Helps In Launching New Product
• Boosts Up Existing Customers’ Confidence In The Brand
• Attracts New Customers
• Educates The Customers
• Helps In Reducing Customer Turnover

9. Disadvantages Of Advertising
• Increases The Costs
• Confuses The Buyer
• Is Sometimes Misleading
• Only For Big Businesses
• Encourages The Sale Of Inferior Products

10. Next class
5 M’s of Advertising