This document provides an overview of advertising. It defines advertising as non-personal communication of persuasive information about products, services, or ideas by an identified sponsor through various media. It describes three types of advertising: informative, persuasive, and reminder advertising. It then lists the five basic components of advertising and six key elements of marketing communications. Finally, it discusses the major institutions involved in advertising and the fundamentals of grabbing attention and showing people an advantage through advertising.

1. REPORTED BY-
ANKIT KUMAR
BJMC3rdYR 5thSEM
Content- ADVERTISING PAPER
CODE-501
ADOPTED BY-
MR. PRASHANT KUMAR SIR
DIRECTOR OF DEPARTMENT OF
JOURNALISM AND MASS
COMMUNICATION

2. WHAT IS ADVERTISING
ADVERTISE-
Advertising is the non personal communication of information usually persuasive in
nature about products, services or ideas by identified sponsors through the various
media.
INFORMATIVE ADVERTISING- About new products, customer value, explanation of product working
suggestion new users of product, informing about price change, building brand and company image.
PERSUASIVE ADVERTISING- Building brand preferences, encouraging switching to your brand,
changing customer’s perception about product, persuade customers to buy now.
REMINDER ADVERTISING- Reminder customer relationships, remaining customers about product
uses, its future uses, where to buy from. etc.

3. FIVE BASIC COMPONENTS OF ADVERTISING
I. Advertising is paid from of communication
II. The sponsor is identified.
III. Advertising tries to persuade or influence the consumer to do something.
IV. Advertising reaches a large audience of potential consumers.
V. The message is conveyed through many different kinds of mass media, which are
largely non personal.

4. SIX KEY
ELEMENTS IDEA
DIRECT
MARKETING EVENT
MARKETING
NEW MEDIA
PUBLIC
RELATION &
PUBLICITY
PROMOTI
ON
ADVERTI
SING

5. MAJOR INSTITUTIONS INVOLVED IN THE FIELD OF ADVERTISNIG
CONTROL INSTITUTIONS FACILITATING INSTITUTIONS
GOVERNMENT
COMPETITION
ADVERTISER
MARKETS AND CONSUMER BEHAVIOUR
ADVERTISING
AGENCY
MEDIA
RESEARCH
PAPERS

6. FUNDAMENTALS OF ADVERTISING
Advertising is the one part of the total marketing mix. In marketing, we have to
establish relationship between a brand and our customer. Advertising helps to
establish this relationship.
 Grab attention-
:-You want your advertising campaign to stand out from all the noise, you want it to be
different. A good advert should connect and engage with people on an emotional level, the best
adverts are far more than just informative and educational. They should trigger an emotional
response with your target customer immediately.
 Show people an advantage-
:-You have the best product or service right? Well, how do people know this? Your advert
show your audience the benefits of your brand over all others.

7. THANK YOU