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UNIT I ADVERTISING LESSON 1: CHAPTER1: DEFINITION, INTRODUCTION ROLE OF ADVERTISING TO ADVERTISING AND ITS HISTORY Objective Advertising puts across the message in a convincing way, and ADVERTISING AND PROMOTIONS Students by the end of this lesson I expect you to be clear with guides us to take action-buy these products repeatedly. what is advertising and how it has evolved over a period of Now Let’s first understand the definition of advertising. time. The word advertising has its origin from a Latin word The World of Advertising ‘advertire’ which means to turn to. In this first lesson we will start with the discussion on the so- The dictionary meaning of the word is ‘to announce publicly called the glamour’s world and that is advertising where our or to give public notice.’ main focus will be on what is’ advertising? What are its American Marketing association has defined advertising as “any important dimensions? (The standard definition of ad- paid form of non-personal presentation and promotion of vertising includes six elements.) ideas, goods and services by an identified sponsor.” To start with tell me what do you understand from advertising. Advertising is a paid form of communication, although some As all of you would have noticed that, whenever you are forms of advertising, such as public service announcements watching any channel or coming from your home they’re too (PSAs), are donated space and time. many advertisement, but have you ever thought why it is being done? If no, then start thinking and if yes then lets discuss. Second, not only is the message paid for, but also the sponsor is identified. Third, most advertising tries to persuade or influence the consumer to do something, Although in some cases the point of the message is simply to make consumers aware of the product or company. Fourth and fifth, the message is conveyed through many different kinds of mass media reaching a large audience of potential consumers. Finally, because advertising is a form of mass communication, it is also non-personal. A definition of advertising, then, includes all six features. Advertising is paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience. In an ideal world every manufacturer would be able to talk one- on-one with every con-sumer about the product or service being offered for sale. Personal selling is typically a one-on-one approach, but it is very expensive. Although advertising delivered through interactive technology Before getting into the definition try and recall this might be considered personal rather than mass communication, advertisement. Tell me this is the advertisement of which it is still a far cry from personal selling. Adver-tises can provide brand? more customization through interactive media such as the World Wide Web, but it is not the same as meeting with every What is Advertising? customer individually to discuss a product or service. The key Advertising is known to each one of us. This is so because right point is that interactive advertising reaches a large audience just from morning till night we come across a number of them in like traditional advertising. newspapers, in magazines, on the roads as hoardings, in shops The costs for time in broadcast media, for space in print media, as posters, in films and on TV. In fact, in stares at us from all and for time and space in interactive and support media are sides and is all-pervasive. What function does it perform spread over the tremendous number of people that these essentially? It influences our decisions, especially buying media reach. For example, $1.2 million may sound like a lot of decisions. money for one Super Bowl ad; but when you consider that the If you want to see the effect of advertising ask a nursery going advertisers are reaching over 500 million people, the cost is not child these days he/she are aware of brands like Colgate and so extreme. Rasna and Nirma thanks to TV advertising. Jingles of the Lets us discuss the salient features of Advertising in detail. products are hummed by the young and old alike. © Copy Right: Rai University 11.311 1 ADVERTISING AND PROMOTIONS The following are the salient features of advertising: • Advertising now is practiced as a profession. The advertising • Paid Form: .An advertising message is paid for by the industry consists of the advertising agencies with billing advertiser and this distinguishes it from publicity which is running to Rs. 10,000 crores per annum. Then we have a not paid, for. When an advertiser makes payment, he body of advertisers, mostly manufacturers, distributors, exercises control over its contents, form schedule, and media large retailers; service institutions etc. who sustain the selection. advertising activity. We have the media consisting of the press, broadcast media (radio, TV), outdoor publicity etc. In • Any Form: Advertising can take several forms. It could be a all these three components, there are trained professionals sign, a symbol, and an illustration. It could be a message like the Advertising Manager, the Media Manager, the which is either written in words or shown on TV or aired on Accounts Manager, the Space Selling Manager, the Art radio. It could be a mailer received in post it could be a Director etc. handbill distributed at a “street corner. Advertising could be outdoor advertising such as posters or billboards or neon • Psychological, Social, and Economic Force: Advertising signs. Any form of presentation, which fulfils the functions influences our attitudes and- predisposes us favourably of an advertisement, can be employed. towards certain products. It is thus a psychological force. Advertising reflects the contemporary society. It is thus a • Non-Personal: Advertisement does not include any social force. Advertising attempts to influence’ demand and personal selling done on person-to-person basis or people- so it is an economic force. to-people basis. It is a substitute for a personal salesman. It uses mass media to deliver the message. Advertisement is • A Discipline: Advertising is studied as a discipline having a meant for a larger ‘target audience and is not directed to an body of knowledge at journalism and mass communication individual. schools and in business schools, and now in University’s regular programmes (e.g., B.Com. of Mumbai and Goa • Goods, Services, Ideas: Advertising can promote a wide University). range of products. It can also promote services such as mobile telephony, internet and banking. Besides, this I think by now you are clear with the concept of advertising advertising is used to propagate socially relevant causes such now let us move on two views that are for advertising. as family welfare, fuel, economy, adult literacy etc. All of you The function of advertising can be vied in two basic ways: must have seen advertisements on TV advising care and 1. As a tool of marketing caution while bursting crackers at the time of Deepavali. 2. As a means of communication • Identified Sponsor: An advertisement is put by an advertiser. The advertiser could be a company or corporation 1. As a tools of marketing: the advertising, in the above lines or society or an individual. The sponsoring organization has been defined as a tool of marketing. It is used as a tool puts either its name or the name of the brand or both on for selling the products, ideas and services of the identified the advertisement. sponsor i.e. advertiser, through non-personal intermediaries or media. It supplements the voice and personality of the • Information: An advertising message informs the individual salesman. consumers about the features of the products and their availability. 2. Advertising as a means of communication and persuasion: advertising presents and promotes the ideas, • Persuasion: Advertising goes beyond information. It goods and services of an identified advertiser. In presenting persuades the potential consumers about the suitability of and promoting an item (ideas, goods and services), the the product. advertiser, is engaging in a very important function of • Target Audience: An advertising message is meant for a communication. It informs the prospective buyers and users specific group of people who are the potential or actual users about the product and the producer. It, thus, serves as a of the product. A lipstick is meant for young college girls. A communication link between the producer and the luxury car is meant for, high income business and prospective buyers who are interested in seeking the professional people. An advertiser directs his message to a information. Surely, advertising may be taken as the most selected group called its target audience. efficient means of reaching people with product • Creativity: Advertising has to sell. But beyond that- it is information. also an art, which employs creativity to create an ad message. A part from disseminating the information to the prospective Advertising as a profession employs both creative and on buyers about the product and the producer, the advertising creative - people. Those who write advertisements are called serves as a mass persuader. While creating awareness and copywriters and work in the creative section. Those who popularity, it seeks to persuade. In fact advertising is a mass visualize the written words are also create the message so- persuasion. It is a more effective widespread and less costly way generated is produced to be put across through different of establishing contact than salesmanship. Clyde R. Miller media. Production and media are the two other important points out that “ all success in business in industrial produc- departments of advertising business. tion, in invention, in religious conversion, in education and in politics depend upon the process of persuasion’.

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