This document discusses advertising and provides definitions and key information. It begins by defining advertising as making yourself and products known to create a desire to buy. It then provides the American Marketing Association's definition of advertising as any paid non-personal promotion of ideas, goods, or services with an identified sponsor. Some key points made include that advertising has benefits for producers, consumers, and society by promoting sales, expanding production, and increasing living standards. However, it also notes potential downsides such as adding to costs and possibly being deceptive. Publicity is defined as unpaid news coverage about a product, institution, or person.

1. ADVERTISING
P R E PA R E D B Y :
R . A N B A L A G A N
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2. MEANING OF ADVERTISING
Advertising is the art of making yourself and
your product known to the world in such a way
that a desire for buying that product is created in
the hearts of the people.
ADVERTERE
(Latin) ADVERTISNG
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3. DEFINITION OF ADVERTISING
Advertising is any paid form of non-
personal presentation or promotion of
ideas, goods or services of an identified
sponsor.
- AMERICAN MARKETING ASSOCIATION
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4. FEATURES OF ADVERTISING
1.Non personal
form of
Presentation
2.Paid form of
communication
3. Presence of
sponsor
4. Presence of
medium
5. Variety of
consumers
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5. IMPORTANCE
OF
ADVERTISING
TO
PRODUCERS
To introduce new products
To induce potential customers
Reminding Users
To create brand image
To highlight brand character
To educate customers about new uses of a product
To support dealers
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6. IMPORTANCE
OF
ADVERTISING
TO
CONSUMERS
Improved quality of the product
Protects consumers from Exploitation
Reduction in Price
Facilitates Direct Selling
Improved Consumer Satisfaction
Enables Comparison
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7. IMPORTANCE OF ADVERTISING TO
SOCIETY
Direct
Employment
Improves
standard of
living of
people
Increase
awarenes
s among
people
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8. MERITS
of
Advertising
1.Promotion
of sales
2. Expansion
of
Production
3. Enhances
Goodwill
4. Large
Turnover &
Huge Profits
5. Information about
different options &
Comparative prices
6. Creates
Employment
Opportunities
7. High
Standard of
living
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9. DEMERITS
of
Advertising
1.Adds to
cost of
Production
2. Leads to
price war
3.Deceptive
Advertising
4. Leads to
unequal
Competition
5. Creates a
Monopolistic
Market
6. Promotes
unnecessary
consumption
7.Decline
in moral
values
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10. PUBLICITY
Publicity can be defined as any form of
commercially significant news about a
product, an institution, a service or a person
published in space or radio time that is not
paid for by the sponsor.
- American Marketing Association
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11. ADVERTISING VS PUBLICITY
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