This document defines advertising and discusses its key aspects. Advertising is defined as a paid, non-personal communication through various media by an identified sponsor, with the goal of turning people's minds towards a product or service. The document outlines the nature and scope of advertising, including that it is a form of communication, promotion, and generates revenue. It also discusses the five key roles in advertising including advertisers, agents, support organizations, media, and consumers. Finally, it covers types of advertising such as newspaper, magazine, television, radio, and digital advertising.

1. Gloria Mohale
Topic: Basics of Advertising
Department of Journalism & Mass
Communication
gloriamohale1234@gmail.com 7/5/2020
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2. Definition of Advertising
 Advertising is the paid, non-personal communication
through various media by an identified sponsor.
 Advertising derives from the Latin word ‘Adverter.’
 ‘Adverter’ means to ‘turn the mind towards’ or ‘to draw
attention to.’
 Following the American Marketing Association, Advertising
is a non-personal form of communication about a
product/service, organization/idea by an identified sponsor.
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3. Nature/Scope of Advertising
 A form of Communication
 A Paid form of Communication
 Non-personal form of Communication
 Identified sponsor
 Promotion
 Multiple Mediums
 Wider choice
 Generates revenue
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4. Five key role-
players of
Advertising
Advertiser
Advertising
Agent
Support
organization
Media Consumers
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Aspects used to draw people’s attention
Advertising is the action of
calling public attention
Audibility
Visibility
Attractiveness

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6One of the function of Advertising is to
communicate.
How do Advertisers communicate?
By utilizing Lasswell Model
Who?
Says
What?
To Whom?
With What
effect?
Who? (advertiser)
Says What? (Message)
To Whom? (Receiver)
With what effect?
(effect)

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Why do you advertise?
i. To provide people with the information necessary to undertake the
selection process
ii. To help satisfy basic needs and wants of the receiver
iii. It assists receiver with the right choice
iv. It allows him/her to choose the most suitable/fittest product

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Functions of Advertising
Communication
Function
• Economic
function
• Marketing
function
• Social function
Creates goodwill
•Influence public
opinion
•Improves sales
•Customer base
•Consumer
Awareness
•Provides
employment
Launching a
new product
Identification of
brand
Previewing the
new trends
Information
Persuasion
Demand

9. Types of Advertising
1. Newspaper Advertising
2. Classified Ad
3. Special Ad
4. Magazine Advertising
5. Transit advertising
6. Television advertising
7. Radio Advertising
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10. Types cont.
Covert advertising
e.g. A product of the certain brand is incorporated in some entertainment and
media channels like movies, tv shows or events
An actress applying a specific lotion on the palm of her hands during the
show
Classified advertising
Small column-based Ads
e.g. selling houses/land, public appointments, tender notice
Display advertising
Advertising through banners, websites, Apps
Texts, flash, images, video/audio, GIF, Instagram, Facebook, Twitter
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Digital advertising
e.g. email
Social media advertising
e.g. Youtube, Instagram, Twitter, Facebook etc
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References
 Chunawalla, S.A. & Sethia, K.C. (2015). Foundations of Advertising:
Theory & Practice. Mumbai. Himalaya Publishing House.
 Clow, K. E. (2016). Integrated advertising, promotion, and marketing
communications. Pearson Education, India.
 Hackley, C., 2011. Advertising & Promotion: An Integrated Marketing
Communication Approach. 2nd Edition. London: Sage publications.

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Thanks
Stay tuned FOR PART TWO OF
ADVERTISING BASICS
Email:
Gloriamohale1234@gmail.com