The document discusses various forms of advertising, emphasizing its purpose to promote products, enhance goodwill, and support sales. It categorizes advertising into print, outdoor, broadcast, covert, surrogate, public service, and celebrity advertising, each serving different strategic purposes. The content highlights the importance of effective communication and the evolving nature of consumer responses to advertisements.

2. 
 The word advertising comes from the latin word
“advertere” meaning “to turn the mind towards”
 According to American Marketing Association
“advertising is any paid form of non personal
presentation and promotion of ideas, goods and
services by an identified sponsors.”
INTRODUCTION

3. 
 To introduce a new product by creating interest for it
among the prospective customers.
 To support personal selling programme. Advertising
may be used to open customers doors for salesman.
 To reach people inaccessible to salesman.
 To enter new market or attract a new group of
customers.
Purpose & objective of
Advertising

4. 
 To enhance the goodwill of the enterprise by
promising better quality products and services.
 To improve dealer relations. Advertising supports
dealers in selling products. Dealers are attracted
towards a product which is advertised effectively.
 To warn the public against imitation of an
enterprise’s products.
Purpose & objective of
Advertising

7. 
 If an advertisement is printed on paper, be it
newspapers, magazines, brochures, fliers that would
be considered a portable printed medium, then it
comes under the banner of print advertising.
Print Advertising

8. 
 Provides more and detailed information.
 For example, people who cannot afford a TV or no
time rely on newspapers for accurate news and
therefore advertisements can easily reach to these
audiences
Print Advertising

9.  Advertising on bill boards or signboards, outside of a
building and often by the roadside.
 The billboard advertising is very popular however has to be
really terse and catchy in order to grab the attention of the
passers by
Outdoor Advertising

10. 
 Broadcast advertising is a very popular advertising
medium that constitutes of several branches like
television, radio or the Internet.
Broadcasting Advertising

11. 
 The phrase "covert advertising" refers to advertising
that is hidden in other media, such as an actor in a
movie drinking a Coca-Cola. It is referred to as "covert"
because it is not direct advertising, but subliminally
viewers often notice the product.
Covert Advertising

12.  Surrogate advertising is prominently seen in
cases where advertising a particular product is
banned by law.
 Advertisement for products like cigarettes or
alcohol which are injurious to heath are
prohibited by law in several countries and hence
these companies have to come up with several
other products that might have the same brand
name and indirectly remind people of the
cigarettes or beer bottles of the same brand
Surrogate Advertising

13. 
Surrogate Advertising

14. 
 Public service advertising is a
technique that makes use of
advertising as an effective
communication medium to
convey socially relevant
messaged about important
matters.
Public Service Advertising

15. 
 Although the audience is
getting smarter and smarter
and the modern day consumer
getting immune to the
exaggerated claims made in a
majority of advertisements,
there exist a section of
advertisers that still bank
upon celebrities and their
popularity for advertising
their products.
Celebrity Advertising