2. ADVERTISEMENT
Advertising is the preparation of visual and oral
message and their dissemination through paid
media for the purpose of making people aware of and
favourably inclined towards a product
,brand,service,institution,idea or point of view.
It can be also described as the art of creating a
demand for an article or a service.
3. Characteristics element of advertising
Makes a non-personal presentation of goods
or services or ideas to group of persons.
It carries the message about the quality and
utility of the goods or services
Advertisement is sponsored and paid for.
The idea behind it is to compel action in
accordance with the intent of the advertiser.
4. Purpose of Advertising
To give information regarding existence
To create new demand for the product
To instruct about the use of the product
To make the selection of commodities easy
To remove the doubt and confusion about the
products
To encourage consumer
5. Some basic function of Advertising
1. It encourage the prospective buyers to purchase the products.
2. It is indispensible in the introduction of a new product in the
market.
3. It acts as a potent instrument in the hands of the
manufacturer for increasing the sales by creating permanent
demand for the product.
4. It is considerably helpful in decreasing the number of
middlemen.
5. It builds up the reputation of the produces hereby enhancing
the goodwill of the concern.
6. It educates the people in the use of new products and tell about
the different uses of the existing products.
6. Advantages of advertisement
Advantages to manufacture
Creates demand for new commodities
Maintain demand level and increases goodwill
Advantages to salesman
Simplifies the work of salesman and increases profit
Advantages to consumers
Increases personal satisfaction
Guarantees good quality of commodities
It saves consumers time
Advertisement to society
Provide employment oppurtunity
Increases income of the newspaper
7. Disadvantages
It increases price
Consumers desire do not remain stable
False advertisement
Possibility of wrong purchase increases
Encouragement to luxury
Excessive expenditure on competition
8. Publicity
Generating news about a product or service in the
media
Publicity is the deliberate attempt to manage the
public's perception of a subject.
The subjects of publicity include people (for example,
politicians and performing artists), goods and services,
organizations of all kinds, and works of art or
entertainment.
9. Purpose of publicity
Favorable publicity increase the credibility and result
in building faith in the product or company where as
unfavorable publicity will result in creating doubt in
the mind of people for the product or the company.
Favourable publicity increase the demand and
unfavorable publicity decrease the demand.
10. Effects of bad publicity
Loss of trust from the public
Effects on sale i.e reduces the sale of the product
Possibility to fall in investigation
Financial loss
Cease-and-Desist Orders of the company
11. Some criteria to distinguish publicity
and advertisement
The extent of truth is greater in publicity as compared to
advertising
Advertising is always related to business while publicity
may be moral, social and political also.
Most of the times in advertising social
responsibility ignored while in publicity special focus is
given on social responsibility
Advertising is paid form of ideas,goods and services while
publicity is not paid by sponsor.
