ADVERTISEMENT

Advertising is an art not a science. Effectiveness of which cannot be measured with a mathematical
or empirical formula some advertisers argue that advertising efforts go to waste, but every
advertiser is keenly interested in measuring or in evaluation of advertising effectiveness. Testing
for the effectiveness of advertisement will lead advertisement testing must be done either before
or after the advertisement has done in the media. It is of two types, protesting which are done
before the advertisement has been launched and one is referred to as cost testing which is done
before the advertisement has been launched and one is referred to as cost testing which is done after
launching the advertising campaign. The basic purpose of advertising effectiveness is to avoid
costly mistakes, to predict the relative

Strength of alternative strength of alternative advertising strategies and to increase their efficiency.
In measurement of advertisement effectiveness feedback is always useful even if it costs
some extra expenditure to the advertiser.

The objectives of all business are to makes profits and a merchandising concern can do that by
increasing its sales at remunerative prices. This is possible, if the product is widely polished to be
audience the final consumers, channel members and industrial users and through convincing
arguments it is persuaded to buy it. Publicity makes a thing or an idea known to people. It is a
general term indicating efforts at mass appeal. As personal stimulation of demand for a product
service or business unit by planting commercially significant news about it in a published medium
or obtaining favorable presentation of it upon video television or stage that is not paid for by the
sponsor.

On the other hand, advertising denotes a specific attempt to popularize a specific product or service
at a certain cost. It is a method of publicity. It always intentional openly sponsored by the sponsor
and involves certain cost and hence is paid for. It is a common form of non-personal
communication about an organization and or its products idea service etc. that is transmitted to a
target audience through a mass medium. In common parlance the term publicity and advertising
are used synonymously.
The word ‘Advertising’ has its origin from a Latin word ‘Adventure’ which means to turn to. The
dictionary meaning of the word is ‘to announce publicity or to give public concerned to a specific
thing which has been announced by the advertiser publicity in order to inform and influence them
with Reread them or pass them on to other. Some magazines have prestige value. The marketer
can cover national or large regional markets at a low cost per contract (per individual reached).
Magazines generally offer high-quality printing of advertisement.

Simply stated advertising is the art "says green." Advertising is a general term for and all forms of
publicity, from the cry of the street boy selling newspapers to the most celebrate attention attracts
device. The object always is to bring to public notice some articles or service, to create a demand
to stimulate buying and in general to bring together the man with something to sell and the man
who has means or desires to buy".

Advertising has been defined by different experts. Some of the quoted definitions are:

According to American Marketing Association “Advertising is any paid form of non-personal

paid of presentation of ideas goods or services by an identified sponsor”.

Indian marketing association has defined advertising as “any paid form of non-personal
presentation and promotion of ideas, goods or services by an identified sponsor”. The medium
used are print broadcast and direct.

Stanton deserves that "Advertising consists of all the activities involved in presenting to a group
a non- personal, oral or visual openly, sponsored message regarding a product, service, or idea.
This message called an advertisement is disseminated through one or more media and is paid for
by the identified sponsor.
 ADVERTISING IS A WASTE OF RESOURCES

In a competitive economy, companies seek to persuade consumers to buy their products or to avail
their services. It is impractical to think that companies should only stock their warehouses and wait
for consumers to come knocking on their doors. If this is what businesses did, there would be an
economic waste in terms of products being produced but not being bought.

The critics of advertising attack the form of competition it provokes by saying it results in
duplication and waste. It is equivalent to an arms race in the sense that a certain pattern might exist
within an industry or sector concerning the extent of advertising. So if one competitor increases
the extent to which it advertisers, others feel it is necessary that they do the same or at the very
least engage in some form of advertising in order to maintain its market share or face the prospect
of losing it.

The advertisement rates during the Indian Premier League (IPL) season 6 might be an example to
some advocates who believe advertising is a waste of resources. In this case, the resource alluded
to is money. A ten-second advertisement spot cost between Rs 4-4.5 lakhs, while the associate
sponsors of the event PepsiCo and Vodafone shelled something between Rs 40-60 crores each.
These are nothing short of extortionate rates but companies must be having evidence to show that
such rates are justified. It should however make marketers ask themselves an important question.
Should they spend money on making a brand promise through advertising, or should they focus
on keeping their brand promise by means of delivering what consumers want. However, although
competition in advertising involves such waste, it is also a driver of innovation and setting new
benchmarks. Competition is vital as it far outweighs its negatives with its positives and is a
necessary requisite of a successful economy.
CHARACTERISTICS OF ADVERTISING

The main characteristics of advertisements are as follows:

1. Advertising is a non-personal from or presentation because there is no face to face contact

with the consumers of the product.
2. It is a paid form of communication as the advertiser has to pay for the space or time hired
by him for the purpose of advertising.
3. It is done by an identified sponsor. It is always done on or for the behalf of somebody called
sponsor.
4. It can be oral, written or visual.
5. It is done through medias such as press, video, television, cinema, internet etc.
6. The basic function of advertising to is to raise the demand for the particular product.
7. Advertising is a basic form of mass communication as the advertisements are aimed at the
large number of people.
8. Advertising id different from publicity as it takes place throughout the life time of a firm
or the product.

OBJECTIVES AND FUNCTIONS OF ADVERTISEMENTS

The ultimate objectives of advertising is to sell something- a product, a service or an idea.

1. To create demand:

Advertising is aimed at stimulating a demand for a particular product by making people aware of
the new products and the existing uses of the old products. It attracts attention, creates interest and
arouses desire among the consumers.

2. To face competition:

Advertising is designed to face new competition. it seeks to develop loyalty towards the advertised
brand and to build up permanent customers. it wins over the confidence of the customers in the
quality of the advertised products.
 3. To build goodwill:

Well planned advertising programs build goodwill for the enterprise and its products. Advertising
enhances the image and prestige of the advertiser by highlighting the benefits of the products and
services.

4. To support salesman:

Advertising creates awareness about the merits and demerits of advertised products. By describing
the unique features and use of products, repeated buying is encouraged. Advertised goods enjoy a
ready market and little sales efforts is required for them. Dealers are always willing to deal in such
stocks of goods.

5. To educate customers:

Advertising provides useful information about the uses and features of the products. it educated
customers in buying better functional goods.

6. To eliminate middleman:

Advertised products enjoys recognition and acceptance from public. A direct link is created
between the producers and the customers. Advertising reduces the need of an middleman for
selling goos that reduces the retail price of that commodity.

7. To improve living standards:

Advertising creates a better desire for a better living.It stimulates hard work and improve th
standard of living of the people. If you are aspired to buy a nano car, you shall definitely work
hard towards it to achieve your goal.

8. To introduce new products:

Advertising is very helpful in launching a new product and making it popular in the market. It
helps to convince the consumers about the superiority of a new product over the competitive
products already existing in the market.
 IMPORTANCE OF ADVERTISING

Advertising plays a vital role in the modern business. Role of advertising in the business cannot
be compromised with. It creates employment and improves the living standards of the people.
Advertising has become an indispensable function due to cut throat competition among the traders
and producers.

BENEFITS OF ADVERTISEMENTS FOR THE BUSINESS

1. Meeting competition:

Since, today a number of products on the same need of the consumers are available in the market,
it is obvious that no company can make profits for a long time if the consumers keep on changing
their brands. Hence, advertisements attract the consumers towards a particular product and urges
them to stick to that brand.

2. Steady demand:

There are certain products that have only a seasonal demand. For example, umbrellas can be used
only in rainy season but the advertising ask us to use it in summer to prevent ourselves from the
direct rays of the sun. Hence, the firms does not need to close itself during the off-season.

3. Higher sales volume:

Advertisements help the producers to reach out to the consumers quickly and improve their sales.
If we are influenced by products, we buy the products which we do not need at that instant.
Obviously, we are also influenced by the timely offers that the producers advertise.If the offers
last only for a certain time, we show our hurry to buy that product as soon as possible.

4. Introduction of new products:

The producers find it very easy to communicate the release of new products to the consumers in a
very efficient and cost-effective way through advertisements. It simplifies the work of a salesman
and also allows the customers to reach out to other products.
 5. Economies of scale:

Advertisements also allow the producers to increase the volume of production which in turn
increases the benefits they get from production in large scale. It is a fact that if we buy th things in
bulk, we get it a cheaper rate. The same thing is also applicable in production process. We can also
eliminate middleman such as wholesalers that reduces the cost for the consumers by reducing the
profit margin. Commercial Banks also grant loans to such firms whose products are advertised.

6. Goodwill:

If a particular cosmetic company uses an actress or actor to advertise the products of its brand, it
shall definitely develop a reliability for its products. The public shall trust that company and its
products which in turn shall increase the valuation of the goodwill and the image of the firm. It
helps the firm to face strict competition during the business conditions of depression when all the
consumers develop a mistrust against a particular product.

7. Employee morale:

When the employees know that the products if a firm are advertised and have developed sufficient
trust in the public, they shall be assured that their jobs are safe and they shall receive bonuses on
account of profits made by the firm. It also enhance the qualities of a good salesman.

BENEFITS OF ADVERTISEMENTS TO THE CONSUMERS

1. Convenience :

When we know that we have to buy the product of a particular brand name, we shall not waste our
time in searching out for the best one. We can make a choice even before we go to the market.

2. Education of the consumers:

Advertisements help us to become aware of the uses of a new product ad the functioning of the
electronic items. If there are no advertisements, we shall never be able to know about the new
companies that enter the market or the introduction of new and better products in the market.
 3. Fair prices:

Advertisements reduces the cost of the product by providing the firms with the advantages of
economies of scale and the elimination of the middleman .As a result, customers get goods at lower
prices.< Many expensive products of yesteryears have come within the reach of the common
masses due to continuous advertising and consequent reduction in prices. Prices of widely
advertised products tend to be stable during adverse business conditions such as depression.

4. Better quality:

As said earlier, the producers always try to retain their old consumers and make new ones by
introducing some special changes in their product to make them differentiable from the others.
Manufacturers are forced to maintain better standards of the commodity to retain consumers.

5. Contact between producers and consumers:

Advertisements provide links or contact numbers of the product or th service so that the consumers
can report their grievances against the use of certain products so that the quality can be bettered.
Hence, it brings the consumers and the producers closer to each other.

BENEFITS OF ADVERTISEMENTS FOR THE SOCIETY

1. Generates employment:

Advertisements provide employment to the people all round the world who are concerned in every
field. Since, through advertisements producers increases the sales and reach out to the consumers
quickly, it increases the employment level in the country as more labor will now be required to
boost up the production.

2. Standard of living:

Advertisements help in improving the quality of the products and allows the firms to introduce
variable and different types of products with some special features. Hence, it improves the standard
of living of people by allowing them to purchase goods relating to the current standards.
 3. Sustains the press:

We all get the newspapers at a nominal cost of Rs.2 to Rs.4 but there are so many costs involved
in its production. Hence, to make it affordable for the lower class people, newspapers sustain
themselves by publishing advertisements on every page. Similarly, many of us write articles in
this site as we all get paid through advertisements displayed by Google.

4. Stimulates research and developments :

If you have seen the cost sheet of any firm, you will notice that huge amount of money is spent on
the research and development of the product. Every firm try to convince its old consumers and
make new customers by developing some new types of products or improvement in the existing
product.

5. Promote art and culture:

Advertisements have promoted the art of our country by showing the customs and traditions of old
tribal and rural people. It also act as a source of entertainment for the people, not all the ads perform
this work but a few such as the Zoo-Zoo ads of the Vodafone.

CRITICISMS OF ADVERTISING

1. Higher prices:

Advertisements today involve huge expenditure thereby increasing the cost of distribution.
Manufactures and traders charge higher prices from the consumers to cover up their cost.

2. Artificial living:

Advertising amplifies the need of people ad encourages wasteful consumption. It persuades people
to buy which they do0 not need or cannot afford. People are even encouraged to buy products that
are harmful for their health like cigarettes, alcohols etc.

3. Misleading:
Advertising is often deceptive and misguides consumers. Exaggerated and false claims are made
in the advertisements. Bogus testimonials and other questionable means are used to sell goods.
Here is where the joint stock companies spend huge amounts on advertising to kill new and
potential concerns.

4. Wastage of national resources:

Role of industries in Indian economy is incomparable. Manufacturers create trivial and artificial
differences in the products to develop brand loyalty through advertising. The natural resources,
capital requirements and labor that go into production amount to wastes as these could be better
employed in the creation of new industries. Here, the public enterprises help the economy to save
the natural resources as there is very less competition between the public enterprises.

5. Unethical:

Many advertisements are highly objectionable because they undermine values and ethics. Vulgar
advertisements like that of Axe offend public decency and encourage materialism in the society.
It is also shocking that the television ministers allow such advertisements to be published. It is
definitely an example of Corruption in India. We should thank god that soon the Jan Lokpal bill
will come into force.

There are some companies that literally manage to survive by spending almost nothing on
advertising. Zara uses this strategy and does it by employing a strong in-store experience and
keeping their shelves stocked with the latest fashion through quick production methods. One might
say Zara is more focused on keeping their brand promise. Marketers would agree that
advertisements should not be made simply to create a buzz, but to help in the generation of sales.

An important point to consider is the brand life cycle, as the role played by advertising depends
on it. A new brand may find advertising a very important function so as to target potential
consumers. At this stage, brand recognition is critical and advertising is the only way to build it
when there are new products or services to offer. A mature brand on the other hand might want to
further its reach through advertising or may even be trying to bounce back from a recent decline
in sales.
But is advertising a waste of resources? To answer this question, it must be kept in mind that
advertising doesn’t exist in a vacuum.It has to be considered as one of the alternatives available in
the marketing of products and services.

The decision doesn’t lie at the extreme end of whether to advertise or do nothing, but is rather to
either engage in advertising or in some other form of sales effort. It is one part of the marketing
effort which includes packaging, servicing, direct selling, pricing and is generally undertaken when
it can justify being the most effective and economical method to appeal to customers.

It is a vital function if you consider its reach and ability to communicate with all potential
customers and is therefore used widely by many companies. If a company decides to substitute
advertising with another method that might prove to be less efficient, it would result in economic
waste. The use of resources for advertising to differentiate products from competitors would not
always mean that its use has been diverted. On the other hand and quite frequently, it denotes the
use of resources that would otherwise be idle and thus avoids the waste that comes with such
idleness.

FOR

1. Advertising gets the consumers close to the products.

2. People are aware of the pros and cons of a product. They can make their own decisions
of what’s good for them.

3. Creates job opportunities for many people.

4. Advertising is a mean of promoting goods. Since more people become aware, there is
more revenue.

5. Advertising on TV is a big relief from the daily tele soaps that have nothing but drama.

6. Advertising plays an important role in passing information such as AIDS, contraception

etc. people are aware of health disorders and how to overcome them.
AGAINST

Spending so much on advertising is not called for.

1. Instead of this, money can be spent on other issue like poverty etc.

2. Most of the celebrities that are endorsed don’t even use the product. It is simply to
mislead the consumer.

3. Most of the children products like games; chocolates are simply to lure children even
though the product may not be healthy.

4. By spending a lot of money, the brand producers are not even bothered whether or not
their product is being sold or not.

5. Most of the times, the advertisements are not even ethical. To promote their product, the
advertisement can go against any other product of some other brand.

Most of the times advertisements spend so much of money on flashy videos, images, animation
etc without having the need to help consumers realize how economical can the product be.

Advertising, to summarize is acceptable. Although, it does not make sense to spend a lot of time
and money by endorsing big celebrities, end of the day, what matters is the product not the
ambassador. People, due to curiosity may even try and use the product, however, not for a long
time. As long as the consumers are aware of the “facts”, advertising is fine.

When done effectively advertising is an essential part of mix because:

1. Advertising is the only medium you can control – if you want your message to hit on the
day a product launches or event is about to happen, this is the only vehicle you control
completely.
2. Advertising allows you to target ideal customers only – when you match a very personal
message to a very select audience you get far greater connection.
3. Advertising creates awareness for your content – The force that drives a great deal of
conversion and trust building these days is educational content – ebooks, seminars and blog
 posts – advertising is a great way to help get that content found and consumed once you’ve
gone to the effort to produce it.
4. Advertising adds credibility to your message – Don’t ask me why this is exactly, but every
time I run advertising people comment that business must be going well. The perception
that you can afford advertising is often enough to sell and resell prospects and customers
alike and makes it easier to get attention for your entire message.
5. Advertising amplifies everything else you’re doing – When you are using advertising to
create awareness for your content you automatically create more awareness for everything
you are doing. Journalists find companies that advertise, referral sources remember
companies that advertise, people fan and follow and friend from ads, and employees can
point to well-placed ads as a source of pride in place they work.

FUNCTION & FEATURES OF ADVERTISEMENT

According to Wheeler, “Advertising is any form of paid non-personal presentation of ideas, goods
or services for the purpose of inducing people to buy”. According to William J. Stanton,
“Advertising consists of all the activities involved in presenting to a group a non-personal, oral or
visual openly sponsored message regarding a product service or idea. This message is called on
advertisement is disseminated through one or more media and is paid for by an identified sponsor”

Basic Features of Advertising:

On the basis of various definitions it has certain basic features such as:

1. It is a mass non-personal communication.

2. It is a matter of record.

3. It persuades buyers to purchase the goods advertised.

4. It is a mass rapid communication.

5. The communication media is diverse such as print (newspapers and magazines)

 6. It is also called printed salesmanship because information is spread by means of the
written and printed work and pictures so that people may be induced to act upon it.

Functions of Advertising:

For many firms advertising is the dominant element of the promotional mix – particulars for those
manufacturers who produce convenience goods such as detergent, non – prescription drugs,
cosmetics, soft drinks and grocery products. Advertising is also used extensively by masters of
automobiles, home appliances, etc, to introduce new product and new product features its uses its
attributes, pt availability etc.

Advertising can also help to convince potential buyers that a firm’s product or service is superior
to competitor’s product in make in quality, in price etc. it can create brand image and reduce the
likelihood of brand switching even when competitors lower their prices or offer some attractive
incentives.

Advertising is particularly effective in certain other spheres too such as:

i) When consumer awareness of products or service is at a minimum.

ii) When sales are increasing for all terms in an industry.

iii) When a product is new and incorporates technological advance not strong and.

iv) When primary buying motive exists.

It performance the following functions:

i) Promotion of sales

ii) Introduction of new product awareness.

iii) Mass production facilitation

iv) Carry out research

v) Education of people
TYPES OF ADVERTISING:

Broadly speaking, advertising may be classified into two categories viz., product and institutional
advertising.

a) Product Advertising:

The main purpose of such advertising is to inform and stimulate the market about the advertiser’s
products or services and to sell these. This type of advertising usually promotes specific, trended
products in such a manner as to make the brands seem more desirable. It is used by business
government organization and private non-business organizations to promote the uses features,
images and benefits of their services and products. Product advertising is subdivided into direct
action and indirect action advertising, Direct action product advertising wages the buyer to take
action at once, ice he seeks a quick response to the advertisement which may be to order the product
by mail, or mailing a coupon, or he may promptly purchase in a retail store in response to prince
reduction during clearance sale. Product advertising is subdivided into direct & indirect action
advertising & product advertising aims at informing persons about what a products is what it does,
how it is used and where it can be purchased. On the other hand selective advertising is made to
meet the selective demand for a particular brand or type is product.

b) Institutional Advertising:

It is designed to create a proper attitude towards the sellers to build company image or goodwill
rather than to sell specific product or service. Its purpose is to create a frame of mind and to implant
feeling favorable to the advertisers company. Its assignment is to make friends for the institution
or organization.

i) In patronage institutional advertising the manufacturer tells his prospects and customer
about himself his policies and lives personnel. The appeals to the patronage motivation of
buyers. If successful, he convinces buyers that his operation entitles him to the money spent
by them.

ii) Public relations institutional advertising is used to create a favorable image of the firm
among employees, stockholders or the general public. Public service institutional
advertising jobs public support.
NEED TO ADVERTISE:

Advertising as a tool to marketing not only reaches those who buy, but also those whose opinions
or authority is counted for example a manufacturer of marble tiles and building boards advertises
not only to people who intend to build houses but also to architect and engineers. While the
manufacturers of pharmaceuticals products advertise to doctors as well as to the general public. At
time it is necessary for a manufacturer or a concern to advertise things which it does not sell but
which when sold stimulates the sales of its own product. There are concerns like electric heaters,
iron etc. because the use of these increases the demand for their products.

Advertising should be used only when it promises to bring good result more economically and
efficiently as compared to other means of selling. There are goods for which much time and efforts
are required in creating a demand by sending salesman to prospective buyers than by simply
advertising them. In the early days of the cash register in India it was sold by specially trained
salesman who called on the prospective users and had the difficult task of convincing them that
they could no longer carry on with the old methods, and that they urgently needed a cash register.
In our country certain publishers have found it less costly to sell their books by sending salesman
from house to house among prospective buyers than to advertise them. In these two examples the
cost of creating demand would be too high if attempted by advertising alone under such
circumstances advertising is used to make the salesman acceptable to the people they call upon to
increase the confidence of the public in the house. Naturals when there are good profits competitors
will be attracted and they should be kicked out as and when sufficient capital is available by
advertising on a large scale. Immediate result may not justify the increased expenditure but it will
no doubt secure future sales.

This is an old story. You have built a better mousetrap. You think the world is beating a path to
your door. It doesn’t happen that way? Why? In one word: obscurity. Nobody knows that your
better mousetrap even exists. Regardless how rare is your ability, how great is your company
assets, how good is your product capability, if nobody understand that they need your product, no
one will buy it.

You need to put the mousetrap on display and have a mouse on it. You need to announce it to the
world that they need your product or services. That is exactly what advertisement is all about.
Advertising is a media communication. There are two key characteristics of advertisements, that
is to inform and to persuade.

Advertisement help to inform about an individual (such as political figure) or organization

(business or government), so as to build up a strong relationship with its network of public. Central
government or local government units may want to inform the public about new law or new
services. Business seek to inform the public about the new venture.

Advertisement also help to persuade by promoting products, services and ideas and to help achieve
commercial/business goals. Businesses create awareness about their brand and to make their new
products known.

Advertisement is an investment. It increases the opportunity to expose your product and brand
which will change the way you do business. The key to the heart of customers is the proper mixture
of good product and effective media ads.

As illustrative stories, Ms. Sarah owns a small shop for many years. She has regular customers
around her neighborhood but the number of customers does not grow. She kept it local. One day a
marketing consultant came and it was the day her business change forever. With proper mixture
of excellent product and effective media ads, her business was boosted drastically. Recently, she
started to plan to open her branches.

Mr. Chris has his company brand for years and they almost close this brand due to lack of proper
response from the customers. Advertisement changes that situation. At first, he did not expect
much of the results on media ads placement campaign. The combination of excellent products and
services with proper marketing strategy make the brand demanded wildly until there is no more
stocks on the distributors and retail shops for weeks due to unexpected increase flux of demand.

Sales-Effect:

Communication-effect advertising research helps advertisers assess advertising’s communication

effects but reveals little about its sales impact. What sales a regenerated by an advertisement that
increases brand awareness by 20% and brand preference by 10%? Advertising’s sales effect is
generally harder to measure than its communication effect. Sales are influenced by many factors
besides advertising, such as the product’s features, price, availability and competitors' actions. The
fewer or more controllable these other factors are, the easier it is to measure advertising's effect on
sales. The sales impact is easiest to measure in direct-marketing's effect on sales. The sales impact
is easiest it is to measure in direct-marketing situations and hardest measure in brand or corporate-
image-building advertising.

Modern Advertising Techniques:

Include seven that you should consider:

1. Email Advertising

2. Video Advertising

3. Audio Advertising

4. Search Advertising

5. Onsite Advertising

6. Mobile Phone Advertising

I recently completed a series of posts on these modern advertising techniques. The posts provide
additional information on each technique so I’ve linked to them when relevant.

1. E-mail Advertising:

Email advertising tops this list of modern advertising techniques because it tops the lists of new
and growing advertising expenditures. From small Internet marketers to large offline and online
stores, email advertising is vital to modern advertising and marketing campaigns.

2. Video Advertising:

Video Advertising can be done on and off line. Many local cable channels offer video ads and
infomercials on a search basis for viewers. So your ad is only seen by people interested in what
you sell. Video marketing is also big on the Internet. Most online videos are more promotion than
advertising, but they play an important role in online success.
3. Audio Advertising:

Audio advertising, whether across the Internet or the airwaves enables you to target a narrow
market and to deliver relevant and timely messages that encourage an immediate response.

Although second to video online, offline audio advertising (radio advertising) provides all
the benefits of online audio advertising. And if you advertise on highly targeted stations and
shows, it isn’t that expensive.

4. Search Advertising:

Search advertising, like Google’s Ad words, can provide much traffic for an online business, but
it can also cost far more than it returns in sales. To use search advertising effectively, you need to
constantly test your ads. Then rewrite and redesign them from your test results. There’s both skill
and science to search advertising. So before you jump in, read some e books and study the search
engine’s documents about their pay per click programs.

5. Onsite Advertising:

Onsite advertising can be considerably less expensive than search advertising. Generally a
click from an ad on site costs less than the same click from a search. With Google’s new Ad
Planner, it will be easy to target a market with ads across the Internet. You can even pick the sites
that you want to carry your ads and deny ones that you don’t.

6. Mobile Phone Advertising:

Mobile phone advertising is projected to grow from just under 500 million in 2006 to a almost
5 billion by 2011.And why not. It’s interactive, unobtrusive, and immediate. Most people have
their mobile phones with them all the time. So they can react instantly to banner phone ads
that catch their attention.
NATURE OF ADVERTISING

Advertising is the prominent element of the promotion mix. Advertising has a huge reach and is
pervasive in nature. Here’s more about what an advertising message should have:

1. Attention seeker

The term ‘advertising‘is derived from the Latin word ‘advertere’ that means ‘to turn the attention’.
Every piece of advertising attempts to seek the attention of your audience towards a product or
service.

2. Has a unique selling proposition

Often, theadvertiser need to have a unique selling proposition (USP). This unique selling
proposition makes the product or service stand out of the crowd. Advertising attempts to persuade
and influence the audience through the different kinds of appeal.

3. Visually attractive

The visual and non-verbal elements play a dominant role in advertising. An eye-catching
advertisement uses crisp information and focuses on the visual treatment to convey the message.
The visual elements used in the advertisements not only convey the information, but also tell a
story.

4. Consumer oriented

Advertising broadens the knowledge of the consumers. With this nature of advertising, consumers
can have the know how of the products, brands or services that exist in the market. In fact, every
product or service is designed in a way to keep the consumers satisfied.

5. Uses various media

Apart from print platforms like newspapers and magazines, its presence can now also be seen in
audiovisual platforms like, films, hoardings, banners and many such promotional campaigns.
SCOPE OF ADVERTISING

Advertising is often regarded as the most important means of marketing a company’s services and
tools. The scope of advertising is to communicate a message to current customers or potentially
target new customers. It helps a company get a message or a piece of information across to their
customer base regarding a new product or special deal.

1. Scope of advertising by budget

There is always a budget allocated for advertising and promotion within the marketing budget. The
budget allocated should be in coordination with the type of advertisement the organization wants.
The resources and other requirements are to be kept in mind for the budget allocation.

2. Scope of advertising by deliverables

Once the budget is decided, the marketing plan can be projected further. A detailed scope of work
that deliverables require can be outlined. Agencies can now develop a proposed resource plan.

3. Scope of advertising by allocating deliverables

For creative work, allocating the type of deliverables (TV, online, mobile, press, magazine, etc)
based on the previous campaign requirements can be more insightful after the previous plan.

4. Scope of advertising by strategy

Once the deliverables are allocated, advertising agencies can define the strategic requirements by
brand or category and develop a scope of work based on past requirements and remuneration for
similar strategic deliverables.
BENEFITS OF ADVERTISING

Advertising is a huge industry. It has created opportunities for various domains. The benefits of
advertising include:

1. Launch of a new product:

Advertising plays very significant role in the introduction of a new product in the market. It
stimulates the people to buy or know about a product.

2. Increases markets:

It helps the manufacturers to expand their markets. It opens the horizons for new markets for the
product or service.

3. Mass sales:

Advertising facilitates mass production to goods that ultimately results in a raised volume of
sales.

Keeps the competitive spirit alive:

Advertising helps in keeping the competition and the competitors at bay. It keeps a regular check
on the performance of your brand or product.

4. Creates goodwill:

Advertising builds goodwill of a brand. Advertising is a crucial source through which the
audience gets to know about a brand or product. If a company is spending on advertisement, it
means they care to make their consumers aware. This increases the goodwill of a brand.

5. Creative minds:

Every place has a rich pool of strategic and creative minds, media and professionals. And every
advertising organization possesses such talents.

6. Consumer awareness:

Advertising is educational and dynamic in nature. It educates the customers about the new
products and their diversifications.
 7. Direct link:

Advertising aims at establishing a direct link between the manufacturer and the consumer. This
rules out the possibility for a middlemen to be involved in between.

8. Creates employment:

Advertising provides and creates more employment opportunities for many talented people in the
industry.

The experience of the advanced nations shows that advertising is greatly responsible for raising
the living standards of the people. In the words of Winston Churchill “advertising nourishes the
consuming power of men and creates wants for a better standard of living.” By bringing to the
knowledge of the consumers, the choices available to them, advertising has transformed the world.
SCOPE OF ADVERTISEMENT

“The scope of Advertising is increasing everyday”

Advertising has a very wide scope in marketing and in the social system. The scope ofadvertising
is described on the basis of activities included under advertising and their forms and systems,
objectives and functions. These include the

1. Message—which has been discussed earlier.

2. Media—has also been discussed in detail.
3. Merchandise—It is the buying and selling of the product-advertisement covers the
attributes of the product to be sold. The outstanding qualities of the product should be
assessedand exposed with emphasis. New and existing products are advertized to
popularise them. A firm is considered as an important source of advertising.

No product can be sold without some form of advertising.

1. Advertising creates demand.

2. Promotes marketing system.
3. Helps middleman.
4. Builds image for the organization.
5. Makes customer aware of the price and attributes of the product leading to greater sales.
6. Brings awareness in the masses.
7. Consumer demand can be assessed by marketing researchers and advertising research.
8. It helps in expanding the market.
9. It helps the middleman to easily sell the product.
10. It brings customers and sellers together.
11. Advertisement is economical when targeted at the masses.
The nature and scope of advertising management are explained below

1. Advertiser:

Advertiser is the most important person as he is the customer and spends money on it.He gives
employment to a lot of people and supports the advertising agencies. The advertiser also has a
great social responsibility to create a sound social and economic system.

2. Objective:

The advertising objectives are many in number However, we shall mention a few:

1. To increase sale.
2. To create awareness and interest.
3. Establishing and sustaining the product.
4. To help middleman.
5. To persuade, to remain and inform the masses.
3. Activities

The activities included are mass communication, carrying message, image building. It also
persuades and reminds. The activities should be performed regularly andeconomically.

4. Art & Science

Management is both an art and science and Advertisement being a partof marketing is also an art.
It creates, it requires experience. It is a science because it is based on certain social-psychological
factors. Cause and effect relationship are studied in advertising.

The effect of advertising is also studied by experimentation. The results of advertising canbe
measured. It is tested on scientific principle as well. Therefore, we see that the scope of advertising
is large and varied.
DIFFERENT DIMENSIONS OF ADVERTISING

There are a number of books written on advertising and they cover different dimensions.

1. Social dimension of advertising

It informs the society of various products available, their technology, uses and how the society can
benefit from new innovations, like credit cards, debit cards, golden cards, global cards, mobile
phones, travel offers etc. Advertising also educates the people and the society against hazards of
life. Cancer, “Smoking is injurious to health”, hazardous driving, “Better late than never”.
Similarly, we have drive against pollution, against population explosion etc. Advertising should
not deceive the society. It should not manipulate the consumers against their will. They can get
exploited by sex appeal.

2. Economic dimensions

A lot of money is spent on advertising specially when expensive Media like T.V. is used to spread
the message. There are various media which can be used. A lot of employment is generated as
people get involved in copy writing mission, Message, Media, Money, Measurement of advertising
effectiveness etc. are coordinated. The most important thing to consider is how much money is to
be spent on various campaigns. Advertising makes the consumer aware of products and services
and provides information for making right decisions. It can encourage consumption and foster
economic growth. Advertising makes entry possible for products and brands into the market. With
larger demand it leads to economies of scale in production, marketing and in distribution.

3. Psychological aspects

One aspect of psychological advertising is that drinking of Alcohol, Beer, Wine should not be
targeted on the children or those below the age of 21. Women in society are also critical about
absence ads and promoting sexual permissiveness in the advertisement i.e., Calvin Klein. There is
a lot of criticism on advertising against sexual appeals and nudity. They demean women as being
sex objects. Such ads can be for cosmetics Lingerie and other products used by women. When a
consumer tries to buy a product. He has a lot of choices before him. He gets guided by the family,
by friends, by advertisements, by salesperson and the consumer gets confused and often feels that
he has made a wrong choice. He undergoes both pre and post purchase dissonance and the market
tries to remove his anxiety by reinforcing his choice.

4. Communication task

Advertising communicates and captures the attention of the buyer. It communicates through
stories, through episodes, through tables and charts. The communication must be interpreted in the
same manner that it is intended. It also brings attitudinal changes and changes the faiths and beliefs
of the consumer.

5. Triangle of communication

The triangle shows that the advertiser has resources which helps him to create messages. These
messages reach the audience with the help of a media. The audience is exposed to the message to
a certain extent and also gets distracted by many factors like noise and other work. The audience
then responds to the message and the feed back goes to the advertiser. This leads to researches by
the advertiser and his agency.

TRIANGLE OF COMMUNICATION