CASE STUDY

ON
CHANGING TRENDS IN ADVERTISING

SUBMITTED IN THE PARTIAL FULFILLMENT OF

BACHELOR OF JOURNALISM (MASS COMMUNICATION)
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

SUBMITTED BY: RAJAT KUMAR TRIPATHI

Enrollment No. 04090102413

FAIRFIELD INSTITUTE OF MANAGEMENT AND TECHNOLOGY

 INDEX

 CERTIFICATE I
 CERTIFICATE II
 ACKNOWLEDGEMENT
 OBJECTIVE
 INTRODUCTION

 DEFINITION

 HISTORY

 CURRENT SCENARIO OF JOURNALISM

 ETHICS OF JOURNALISM

 CASE STUDY

 IMPACT OF YELLOW JOURNALISM ON THE SOCIETY

 HYPOTHESIS
 LIMITATIONS
 RESEARCH METHODOLOGY
 SUMMARY
 CERTIFICATE-I

This is to certify that the Research Report on CHANGING TRENDS IN

ADVERTISING submitted for the partial fulfillment of requirement of
degree of Bachelor of Journalism (Mass Communication) for Guru
Gobind Singh Indraprastha University, Dwarka, Delhi- 110006, is a
bonafide report of training undertaken by Rajat Tripathi under my
supervision. The assistance received during the course of training has
been acknowledged herein.

Mrs. Geeta Arora

(Senior Assistant Professor)

 CERTIFICATE-II

This is to certify that the Research Report on CHANGING TRENDS IN

ADVERTISING submitted by Rajat Tripathi to Guru Gobind Singh
Indraprastha University, Dwarka, Delhi- 110006, in partial fulfillment
of the requirement for the degree of Bachelor of Journalism (Mass
Communication) has been approved by the Board of Examiners
comprising Internal and External Examiner appointed by the Vice
Chancellor of the University.
 ACKNOWLEDGEMENT

It is my pleasure and my utmost duty to record my sincere thanks and

deepest sense of gratitude toward MRS. GEETA ARORA who gave me
the opportunity to work on such a vast and interesting topic and the
possibility of completing this piece of work.

I am also obliged to all supervisors, professors as well as my

colleagues for their help, support, interest and valuable suggestions.

I am also bound to seniors who guided me in this entire venture.

Rajat Tripathi

(04090102413)

OBJECTIVE
The objectives to achieve through this research are:

* Meaning of advertising

* General Characteristics
* History
* current scenario
* impact of advetrtising
 INTRODUCTION
Advertising strategy has taken a quantum leap beyond just salesmanship of a
product in print. It is like a kaleidoscope. Every time you turn it you get a different
perspective alluring, diverse and genuine. The knack of persuasion in advertising is
unleashed but advertising has always been adept to changes with time. It is largely
reliant on human inferential abilities. Hence the main goal is not just to inform or
persuade but also to establish interactive personal solidarity relationship with the
consumers as consumers have been seeing visible and tangible improvement in
their lives each passing year. Over a period of time, advertising is undergoing
morphing changes slowing and steadily with multi facet approach.

Hindi Advertisements have kept pace with various changes taken place in the
strategy, in presentation and in its sensitivity to change. Hindi advertising has
mastered the art of adapting to the rapidly changing times. While much is known
and written about the conventional advertising, their working and wares, there is
no or little knowledge about the pre-developmental history of Hindi advertising.

The inception of Hindi advertisement is not known or cannot be stated clearly. In

those days carving on the temple walls, rocks and pillars were used to spread
messages. Nearly some two thousand years back, Indian Merchant's 'Silk clothes
weaver's co -operative association' had inscribed an advertisement in the form of a
poem on a wall of a sun temple in Dasapur (now called as Madsour in Madhya
Pradesh) which is considered as one of the oldest advertisements in the world. The
advertisement is as follows:

(Which means neither cosmetics nor any beautifying equipment can make a
woman more attractive as these silk clothes do.)
Words used in this poetic advertisement belong to ancient languages from which
Hindi's growth and development started.

The stylistics of the advertisement was not always the same. Based on the
requirement it was subjected to multi-dimensional changes. During the inception of
advertising few printed lines or printed lines along with pictures was considered as
the art of advertising. But today advertising has taken a quantum leap beyond mere
sales/marketing of product in print. It is an art of persuasion of human minds
through a whole range of communication media. The bottom line of advertising is
to make sales by creating positive impression about a product, service or a concept.

Yesteryear advertising was not much focused about idealism, objectivity etc. It was
working as single sided missionary and was not much interested in feedback also.
The stylistics of those advertisements was also not much attractive. For instance,
an advertisement published in 'Bharat mitr' in 17th May 1875 issue is as follows-

"Dath ki davayee bahooth beeja lagakar dekhane se haal maloom hoga, ek

bathi ka daam char aana."
HISTORY
Advertisements published after 1902 were reflecting the then prevailing emotions
of national awareness and swadeshi movement. For instance the Ad "Bharat ke
liya, Bharat mein bana" published in 1906 by Dhariwal Mills worked by
establishing feelings, associations and memories in relation to the product. This
association comes to mind when one thinks about the product, ideally when one is
considering a purchase, if he has to have any effect on his behavior.

After 1920 advertising technology moved towards modernization, product identity

were being enhanced showcasing the different properties of the product elaborately
using idioms and phrases to create a strong identity for the product.

Advertisements published after 1954 were on large scale targeted at larger

consumer group with good visuals and pictures. Photograph and typography were
given more importance. To attract the consumer's attention and to linger the image
of the product different style and visuals were used. Pictorial and dialogue oriented
advertisements created special enthusiasm among the consumers. For instance, this
style is seen in the advertisement published in 1959 by a cotton mill company.

After 1985 advertisements had poetic style that gave the strategy and the golden
glow of creativity. Idioms and phrases enhance the beauty of the language and
therefore they are used as a tool for attracting consumers. The language used in the
advertisements is enriched with rhetorical devices, which differ from the ordinary
course of idea in order to produce a greater effect. Description of a disagreeable
thing by an agreeable name is noticed, or a striking opposition or contrast of words
or sentiment is made in the same sentence, which is exhibited by the stylistics
element of the language used in the advertisements. Rhyme and rhythm creates
soothing effect. Which leaves an ever –green print in the hearts of the consumers.

Anchor white toothpaste has film actor Kajol as its new brand ambassador in its
just released new ad campaign. Her selection for the role drew from the fact that
she is known for her family values and dedication and sincerely to everything she
involves herself with.

Due to the liberalization and globalization, advertising was never so focused as it is

today. It is getting focused to draw in people at retail points and advertisers have
for new apertures to showcase the marketing message. Innovation is also required
in the creative usage of the language, the apparent quality of advertising
communication. What really matters is that the communication should drive home
its point effortlessly in a way the audience can better appreciate. As a result a new
trend called 'Hinglish' is emerging as a language most suited for Indian
advertising. For instance, 'Thanda thanda cool cool'. Multi-language and
transliteration helps people from different regions to understand the linguistical
aspects of the language used in the advertisements without many difficulties. It
may lead to an impact on psyche of the human being and touches the emotional
equilibrium. And finally the customers succumb in this magical spell of 'Hinglish'.
Thus 'Hinglish' the new trend in advertisements, tries to exploit the customers
psychologically too through the usage of words in both the languages and it finally
aim at the consumers in different cultures.

Today digital advertising is not just online marketing; mobile marketing is also a
part of it. There are already over 39 million internet users and the number is set to
double in next couple of years. Search engine marketing (SEM), a form of internet
marketing that seeks to promote websites by increasing their visibility in search
engine result pages, has gown tremendously targeting Indian web users.

Today, advertising is like a spectrum of lights, which is reflected in every field of

the society. Bottom lines are no more uni-dimensional and financial alone. Now
new strategy of growth is targeted at reaching out to various levels and bottom
lines that are taking into account all the stakeholders. The power of technology and
specifically internet, has made it imperative for companies to think like
corporations and act responsibly, by doing business in a manner that recognizes the
role of the various stakeholders of the business. Thus today the one who showcase
his brand in right way remain connected to consumer. The people who make this
difference stay ahead in the competition.
Advertising
Advertising or advertizing is a form of communication for marketing and used to
encourage, persuade, or manipulate an audience (viewers, readers or listeners;
sometimes a specific group) to continue or take some new action. Most commonly,
the desired result is to drive consumer behavior with respect to a commercial
offering, although political and ideological advertising is also common. This type
of work belongs to a category called affective labor.

The purpose of advertising may also be to reassure employees or shareholders that

a company is viable or successful. Advertising messages are usually paid for by
sponsors and viewed via various traditional media; including mass media such as
newspaper, magazines, television commercial, radio advertisement, outdoor
advertising or direct mail; or new media such as blogs, websites or text messages.

Commercial advertisers often seek to generate increased consumption of their

products or services through "branding," which involves associating a product
name or image with certain qualities in the minds of consumers. Non-commercial
advertisers who spend money to advertise items other than a consumer product or
service include political parties, interest groups, religious organizations and
governmental agencies. Nonprofit organizations may rely on free modes of
persuasion, such as a public service announcement (PSA).
Changing Trends of Cultural Values in Advertising
An Exploratory Study

Online advertising

Four hundred advertisements published in Bengali periodicals in four different

time periods, 1947–48, 1977–72, 1991–92 and 2004–05, were content analysed to
determine whether advertising appeals concerning cultural values had changed
during these years. Jewellery, cosmetics, garments and banking were the four
categories of products/services used in the study. In view of the repetitive
appearance of advertisements in the periodicals and the multiplicity of products
and available periodicals, a multistage sampling was adopted. Content analysis was
done manually by three coders following the procedure laid down by Krippendroff
(1980). Findings suggest that advertising trends relating to traditional values and
focus on the collective (a cultural tradition), had changed over the years.
Traditional values were replaced by trends of modernisation and westernisation
and priority to the individual over the collective. The reasons and implications of
these findings have been discussed.
Changing Trends in High Impact Advertising
Everybody is jumping into the digital rat race to grab a slice of the advertising pie.
But with display advertising still doing nothing truly high impact, all big brand
advertisers still prefer TV. Sometimes they choose social (Facebook) advertising
medium but often they don't run advertising on the Internet at all.

Those who have been in the online advertising industry for more than a decade all
agree that brand advertisers in India don't believe much in Internet advertising.
Therefore it is time Internet advertising companies improve this by developing new
innovate advertising opportunities – that have high impact and are as good as TV
advertising.

A good example of a new high impact digital advertising opportunity is the Full
Screen TV Ad on the web, where the TV Commercial spreads across the screen. It
looks just like a TVC on the TV. It not only grabs the users’ attention but the ad
performance is also very high, the reason why it is called high impact advertising.

The CTR of standard banners is officially 0.09% in India (or maybe lower).
However, full screen TV Ads on the web are better value for money. If numbers
speak volumes than it would only be fair to compare the Impressions, Clicks and
CTR between standard banner ads and running Full Screen TV Commercials on
the web.

Advertisers like this and are increasingly running campaigns on this path-breaking
innovation which guarantees high impact, complete engagement, branding and
higher viewability. More and more TV advertisers are looking at online advertising
to widen their reach. High impact ad formats have opened up a gamut of supply for
the advertisers and agencies, who are advertising primarily on TV. Advertisers see
this as the right time to reach India and make a higher impact with their existing,
often award winning TV Commercials.
IMPACT OF ECONOMY ON
ADVERTISING

A decade is a long time, especially in 21st century India. During the period, the
Indian economy has more than quadrupled in size from $422 billion in 2001 to
now nudging $2 trillion. This economic growth has manifested in many ways.
India's GDP per capita has more than trebled from under $500 (Rs 26,869) in 2002
to now crossing $1,700 (Rs 91,356). Economics make assumptions about a human
being’s rational consumer behaviour.he is supposed to choose his products
intelligently, weighing all pros and cons. However, his buying behaviour has
psychological dimensions as well. He is exposed to the external forces which
makes him choose one product in place of another. advertising thus sustains
competitive strategies, which brings out cogently and convincingly the merits of
products. It kindles new hopes and desire in the consumer who then strives hard to
earn more and improves his purchasing power.

In a way good advertising is a service. It helps the economy to grow, and is,
therefore, a productive force. Advertising is not at all directly concerned with
production cost; but it has significant indirect impact on production costs. By
boosting up the demand it provides and incentive for higher production, with a
possibility of the economies of scale. Many a time advertising lowers the overhead
costs of production by spreading the demands.
To sum up, we may say that advertising does play a role in lowering production
costs by encouraging large scale production, and that this cost reduction is often
reflected in a lower price. Advertising may result in higher prices if it is
ineffective, or if it does not result in an increased sales volume, even though
market saturation has not yet developed.
WASTE IN ADVERTISING

Every waste brings down the productivity of advertising. It makes advertising less
effective, and sometimes even totally useless. Some of the important reasons that
are often responsible for such waste are :

 Wrong targeting;

 Wrong direction ,due to media planning;

 Wrong time chosen for advertising;

 Wrong policy;

 Poor copy;

 Wrong space.

WRONG TARGETTING: when the target audience has not been properly
identified, advertising messages are addressed to other than prospects. Right
targeting demands right segmentation, choosing a right market coverage strategy,
and right product positioning.

WRONG DIRECTION: but merely identification of the right target is not enough.
The media selected must carry the message to the target audience.Wrong media
planning leads to the delivery of the message to the wrong targets.

WRONG TIME CHOSEN FOR ADVERTISING: a travel plan to a hil resort must
be advertised in summer to generate maximum response. If we do the reverse there
would be the wasteage in advertising expenditure.

WRONG POLICY: if there is no coordination among the participants in the

organisation, the advertisement may fail. Imagine a customer demanding an
advertised detergent but not getting it across the counter because the organisation
has lagged behind in distribution.
POOR COPY: a poorly designed and drafted copy results in total waste. Though
the direct responsibility for a poor copy is that of the copy writer and the visualiser,
the advertiser also deserves blame as he did not liaise properly with the advertising
team.

WRONG SPACE: outdoor advertising must be displayed at the right sight or else it
would result in wasteful expenditure.

For advertising to stop being wasteful and to have sime utility to consumers it must
fulfil the following conditions:

 It must provide accurate and verifiable information about the users and
benefits of the products or service advertised.

 It must give the exact maximum price of the product inclusive of all taxes.

 It should be unethical.

 The information provided must be enable consumers to make informed

choices or decisions in the market place.

 The advertising must assure consumers of satisfactory quality and service at

a fair price.

 Advertising must respect the social and cultural values of the community.
 MARKET SEGMENTATION AND TARGETING

Modern marketing is the management of the 4 P’s---product, price, promotion and

place or distribution channel. In a sense the entire marketing process has a large
content of communication. For instance, the product communicates a distinctive
image such as youthfulness, glamour or prestige. The brand name communicates
physical and psychological attributes of the product, e.g., Dreamflower talc. The
package communicates to the consumer what the manufacturer thinks of his
convenience and sense of beauty. The price communicates the quality of the
product. There are communications between buyers and sellers, i.e., the
distribution channel. Thus each element of the marketing mix either helps or
hinders communication and ultimately the sales effort. Marketing communication
is thus a broader term than promotional strategy. However, the most important
element of marketing communication is the planned promotional communication.

The marketing communication mix (also called promotion mix) consists of 4 major
tools:

1.) Advertising: Any paid form of non-personal communication of ideas, products

and services by an identified sponsor.

2.) Sales Promotion: Short-term direct inducements to encourage sales of products

and services.

3.) Publicity: Non-personal stimulation of demand for a product/service or

business organization as a whole by putting commercially significant news in
media to create a favourable image. It is not paid for by the sponsor.

4.) Personal Selling: For making sales, a salesman interacts orally with the buyer
or buyers in the form of a sales presentation.

5.) Public Relations: Marketers engage in public relations to develop a favourable

image of their organizations in the eyes of public-public at large, customers,
suppliers, government, media, competitors, shareholders, employees and the
society.
COMMUNICATION MODEL

Marketing communication, especially advertising is meant for a group of users of

products called the target audience. After identifying the target audience, we must
determine the response desired. The ultimate response desired is of course the
buying of the product or service. We must know the decision-making process that
leads the target audience from its present position to a higher state of readiness-to-
buy.

The effectiveness of advertising depends upon to what extent the advertising

message is received and accepted by the target audience. Research has identified
that an advertisement to be effective has to

1.) Attract attention

2.) Secure interest

3.) Build desire for the product and finally

4.) Obtain action

All advertisements obviously do not succeed on these counts. This is one solitary
reason behind the great divergence between the numbers of people exposed to the
advertisement and those who ultimately take the purchase decisions. At this stage,
however, other elements of the marketing mix, especially distribution become
crucial.
Advertisement communicates an idea, a message or a belief. An advertisement
would be effective only if the media audience accepts that message and is
motivated to take the required action. Several models have been developed which
have specifically identified the sequence of events which must take place between
receipt of the message and desired action.

AIDA MODEL

AIDA Model: A somewhat simplified model based on the identical principle of

sequential stages of consumer action is known as AIDA model. AIDA stands for:

A – attracting attention

I – rousing interest

D – building desire

A – obtaining action

Advertising as a communication medium can in most cases effectively perform the

first three functions. In the case of direct-action advertising, it also must translate
desire into action, unaided by any other promotional instruments. In the case of
indirect-action advertising, however, the action can be aided at the time of
purchase by two-way communication between the intending buyer and the sales
staff.

Let us examine the attention, interest, desire and action components in more detail.

Attention: The layout is the most important factor that directs attention to an
advertisement. Typography and colors used in the layout can rivet us. The size of
the advertisement also compels us to get attracted to it. Contrast by white space is a
good attention-getter. Movement is a vital element for getting attention. Movement
can be physical or emotional. The position of the advertisement also adds to its
attention value. Celebrities in the advertisements, dramatization, model selection,
and illustration all this contribute to attention.

Interest: Ad seen does not mean ad read. Mostly people see the illustration and do
not read the copy. Here illustrations have to work hard. They should together with
headlines must provoke further reading. The selection of the illustration and its
integration to life are thus very important. Even copy format is important for
interest creation. Some people get worked on by a scientific copy and some by a
humorous copy. Here there is a dilemma for a copywriter. He has to satisfy
maximum number of people so he has to search for a common denominator of
interest.

Desire: The basic purpose of advertising is to create a desire for the product or
service being advertised. It is function of appeals used for the motivation of people.
Vivid description or copy always helps. Buying motives, physiological as well as
psychological, make people purchase products. The copy of the advertisement
must encourage these motives. There are certain barriers here-certain reservations
in the mind of customers. We have to overcome them. We have to convince by
giving evidence, testimonials, endorsements, facts & figures. On arousal, people
become prone to buy the product.

Action: The logical end of the desire aroused is to buy the product.

1.) Products are associated with the company.

2.) The message is repeated.

3.) Certain immediate action appeals are used.

The attention stage is the cognitive stage. In this stage, the target audience is
exposed to the message, which when received by them causes cognitive response
awareness. The interest & desire stages are the effective stages which affect the
attitudes and bring about an intention to buy. The final action stage is the
behaviour stage. In practice all the ad copies do not lead the consumer through
awareness to purchase. AIDA model suggests only the desirable qualities in an
advertising copy as a communication tool.
ADVERTISING AND VIOLATION OF
RIGHT TO PRIVACY

Many times, Ads may use the names/pictures of a person without consent.
Likewise, ideas, trademarks, etc. of others may be stolen and used in an Ad
without permission of the owner.

Positive Role of Advertising

Advertising has played a critical role in the development process by creating a

demand for consumer goods and raising living standards of the Indian population.
It is not completely irrelevant or luxury consumption oriented, as generally
accused. A substantial amount of advertising is done to promote capital goods,
services, socially desirable values, etc. Advertising has definitely played a role in
rural and urban development. Yet, a lot needs to be done.

Advertising can play a very important role in a developing economy like India.

While excessive spending (promoted through advertising or otherwise) is

undesirable in this capital scarce country, advertising can promote saving habits.
Advertisements done by banks, financial institutions, etc., do precisely that.
Likewise advertising can promote exports.

Lastly, advertising can also spread literacy, health awareness, etc.

Role of Advertising for Consumers

Consumers stand to gain through advertising in a number of ways:

1. Guide to prospective buyers: Advertising is an instrument of information and

persuasion. The informative role of advertising consists in provision of information
about products, features, functions, specifications and prices to prospective buyers.
Due to ignorance (minus advertising), they may purchase an inferior product, pay
higher prices, or worse still, may not even know the variety of products that exist.

2. Elimination of unnecessary intermediation: By advertising the goods, a

manufacturer comes in direct touch with the consumers. Banking upon this
information, the manufacturer can directly sell to the customers. The number of
middlemen, whose margins increase the price for the consumers, is consequently
reduced.

3. Better quality goods and cheaper prices: Advertising ensures better and
improved quality of goods to consumers, at cheaper rates since (a) advertised
goods promise a certain quality which has to be maintained, (b) mass advertised
goods are produced and distributed in large quantities, thus reducing the
production cost per unit (due to economies of scale) and (c) unnecessary
middlemen are removed, thereby reducing distribution costs.

4. Propensity to consume Advertising: This increases the short-run propensity to

consume by informing buyers of the various bargains available. Besides, it is also
true that consumer spending declines when the normal advertising flow is cut-off.

5. Quality improvements: Goods are generally advertised with brand names. When
an Ad appears with a brand name, it imprints an image of the product in minds of
the consumer. If the use of the advertised product confirms their expectations, a
repeat order is expected and the product will earn a favorable image and good
reputation. Thus, the manufacturer is prompted to maintain and if possible,
improve the brand quality so that the confidence of consumers is maintained.

Else, the brand will lose market share.

ROLE OF RESEARCH

Managers us research findings in most of the complex decisions they take. They
are applying methods of science to the art of management. All business units
operate in a world of uncertainty; which cannot be eliminated altogether. Research
can minimize a degree of uncertainty. It reduces the probability of making a wrong
choice.

Meaning of research
Research is not an existing bundle of techniques. It is also not a fishing expedition
or encyclopedic collection of disjointed facts. Research is purposeful
investigation .it makes decision making structured. There are three constituents of
any investigation the problem which is implicit, the answer proposed which is
explicit, and the collection, analysis and interpretation of information leading from
the problem to the answer.

Areas of research
The areas of business where research has started playing a key role are marketing,
production, materials, banking, human resources and government policies.
Research for marketing problems is called marketing research.

What is marketing research?

These days the markets are flooded with product and services from a large number
of companies. The buyers have become choosy. While buying they are effected by
the opinions of their friends, the prodding of their kids and dotingly fond talk of
their wives.

Marketing research is the systematic, objective and exhaustive search for and study
of the facts relevant to any problem in the field of marketing.

MARKETING COMMUNICATION
Role for the Society
1. Better standard of living: Advertising creates the desire to possess better and
newer items by educating the buyers about better life-style. Advertising gives a
direct stimulus to consumer which in turn prompts the producer to produce more
and better quality.

2. Increase in economic activity and employment: Advertising and selling have

played an important part in expanding the economic system by stimulating
consumers into buying more. Advertising makes people work harder than they
otherwise would. This has had the effect of raising the aggregate level of the
economy. In the long run, advertising has probably played a major part in making
people favorably disposed towards high levels of consumption and in creating new
products and ideas. Thus, advertising also increases the employment levels,
directly and indirectly.

3. Glimpse of national life: Advertising acts as a mirror that shows the country's
way of life. It is in fact a running commentary of the way people live and behave.

4. Innovation: Advertising reduces the risk of innovation. The cost of innovation

can be more than recovered by the sales which Ads may generate and encourage
manufacturers to undertake research and development.

5. Financial support to media: The revenue through subscriptions are quite

inadequate to support the publication of newspapers, magazines or TV channels.

Advertising revenues, in fact, provides a greater support to viable functioning of

these media.
6. Competition: Advertising encourages competition and subsequently firms vie
with each other to provide the best products and services to create and sustain
brand loyalty. This also creates price competition.

7. Countercyclical effect: When an economy is in the recessionary phase, some

firms increase their advertising efforts. This may have the effect of re-booking of
orders which otherwise would have remained cancelled, especially for industrial
products, machinery and plant, thereby diminishing the amplitude of business
cycle.

8. General awareness about social issues: Advertising also tends to enlighten the
population about social evils and how to control them, e.g., population problem,
illiteracy, road safety, dowry deaths, drunken driving etc.

Advertising and Society

Advertising plays a role in society both economically and socially, and its effects
on the economy can be felt immediately and over time. Before moving to my
theory on advertising, we must first delineate its purpose in society:

1. Advertising serves to drive competition in the marketplace by stimulating

consumer spending and ultimately increasing the amount of money that businesses
make. Advertising does not necessitate that business improve its products or
service due to competition, but I do believe that competition requires that the
advertising produced must match the product benefit. Example?

2. Advertising stabilizes an otherwise dynamic marketplace. As consumers remain

cognizant of products through various types of advertising, companies are not as
susceptible to changes or shifts in the ebb and flow of business. Each business is
also forced to maintain its prices within a reasonable range compared to its
competitors. Consumers are not unwilling participants in this system, they
consciously and freely participate, and are fully aware, and can also distinguish
between facts and false claims from the marketplace.

3. Advertising creates a want where there was no need. It stimulates purchase and
consumption. However, in contradiction to strong effects theorists, I believe that
this stimulation is more fleeting and imaginative than harmful.

4. It creates product images and perceptions for the consumer. Depending upon the
advertising message and the type of product advertised, consumers hope to satisfy
their needs for self-actualization and self-esteem, their need to belong, and other
symbolic meanings gained through the experience of consumer consumption.
Advertising’s role is to connect meanings form product to consumer. More on that
later... First, how does it work?
If we believe that each individual is a product of his own set of experiences,
learned knowledge, and beliefs and expectations about the world, each individual’s
understanding of advertising is affected by these same characteristics. Each of us
has a mental filter through which each ad permeates. Some of our filters are tightly
knit, letting only certain things pass, while others have wide spaces that let
everything through. Even then, each individual decides what she will do with the
information that gets past the filter.

SUMMARY
Advertising has come to stay as a part of the modem economic system and present-
day society. Communicating to consumers about the vast variety of goods and
services available is obviously impossible without advertising. Emerging lifestyles
and patterns of buyer behavior call for such communication in interests of
prospective buyers. Besides, advertising is not merely a means of communication
about inessential goods. It also helps in marketing of industrial goods and
investment goods. The contribution of advertising to the promotion of saving and
investment cannot be ignored. Likewise, advertising is being effectively used for
promotion of a number of important social issues such as family planning,
healthcare, safety, etc.

Thus, first, advertising informs a customer about the various choices available in
the market.

Second, advertising happens to be the most economical tool for disseminating

information to the prospective audience, whether it be selling a product or
promoting a social cause.
Third, advertising is an in separate part of free speech. Any restriction on the
legitimate light to recommend goods and services will diminish the fundamental
right of freedom of speech.

Fourth, advertising can contribute in economic development by promoting saving,

investment, production and employment.

Fifth, advertising helps in marketing.

But then, we cannot turn a blind to certain negative dimensions of advertising. It

promotes a kind of lifestyle which may not be liked by all segments of society. It
increases the cost of goods sold to the customer. It is wasteful, considering that
only small section of the audience exposed to the media may relate to the products
being advertised. Advertising may encourage unsound or false values, especially
through its effect on children and youth.

It creates an emotional appeal which may be against a rational act. And finally,
advertising can, instead of promoting competition, endanger it. Big advertisers can
monopolize the market.
 BIBLIOGRAPHY

 http://www.wikipedia.com
 Blog Article
 www.hul.co.in
 www.thefreedictinary.com

BOOKS

 ADVERTISING THEORY AND PRACTICE

BY: CHUNAWALLA

 OGLIVY ON ADVERTISING
BY: DAVID OGLIVY