FEATURES OF ADVERTISING

FEATURES & OBJECTIVES 

1. Communication : Advertising is means of mass communication reaching the masses. It is a non-personal communication because it is addressed to masses.

2. Information : Advertising informs the buyers about the benefits they would get when they purchase a particular product. However, the information given should be complete and true.

3. Persuasion : The advertiser expects to create a favorable attitude which will lead to favorable actions. Any advertising process attempts at converting the prospects into customers. It is thus an indirect salesmanship and essentially a persuasion technique.

4. Profit Maximization : True advertising does not attempt at maximizing profits by increasing the cost but by promoting the sales. This way It won‟t lead to increase the price of the product. Thus, it has a higher sales approach rather than the higher-cost approach.

ADVERTISING OVERVIEW

ADVERTISING-CONCEPT & DEFINITIONS

The word advertising comes form the latin word "advertere meaning” to turn the minds of towards". Advertising is an activity of attracting public attention to a product, service, or business as by paid announcements in the print, broadcast, or electronic media. Advertising is an activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media. Advertising is a paid form of a non-personal message communicated through the various media by industry, business firms, nonprofit organisations, or individuals. Advertising is persuasive and informational and is designed to influence the purchasing behaviour and or thought patterns of the audience. Advertising is a marketing tool and may be used in combination with other marketing tools, such as sales promotions, personal selling tactics, or publicity.

THEORIES OF COMMNICATION

MASS COMMUNICATION THEORIES

The word "mass" means multiple, large size, aggregate, collective, group, crowd,mob, congregation, etc. Communication is sending out of information, sharing with, imparting to, or giving information to.Thus, mass communication means sharing information or a message with a large number of people simultaneously at one place or at several places. The act of communication begins with birth. It continues all through one's life. It is a social process. Communication can be delivered in several ways: verbal (with the help of words), non-verbal, graphic, audio-visual, even by signs and symbols. The nature, process, role, effects, use, perception of the messages so communicated are interpreted through numerous theories, and communication research models. These theories have been innovated, experimented, explained, interpreted and reinterpreted over a period of time. Many communication.

MODELS OF COMMUNICATION

MODELS 

Mass communication scholars started making use of models only recently. In human communication, speech communication and in languages, models have been used since an early time. Even Aristotle is said to have created some communication models. Aristotle's most important model is the Rhetoric Model. Many scholars and researchers have followed his footsteps. In addition to communication scientists, social researchers, psychologists and public opinion experts have also added to the development of models by way of innovating and enriching these models. The most familiar names in this area are David Berlo, Shannon, Warren Weaver, Harold Laswell, Paul Lazarsfield, Bernard Berelson, Wilbur Schramm, CharlesOsgood, George Gerbner, Everett Rogers, and several others.

UNIT-4

COMMUNICATION THEORY

MEDIA SYSTEMS

We have access to many mass media, from newspapers, magazines, radio, television, films, audio cassettes, video, and now Internet. Man's need for information, entertainment and generally to be in touch with the outside world along with the immense technological advancements have resulted in the above mentioned mass media. And today the world has shrunk, as Marshal McLuhan once put it, in to a 'global village'. Mass media inform, educate,entertain and persuade. They also have been instrumental in bringing down governments, starting wars, bringing about and felicitating change and development. They have grown into such statures that they are considered to be the fourth pillar of democracy. However, media do not grow up in a vacuum. These mass media have emerged, grown, changed and even may die as a result of geographical, technological, economic, cultural and other forces.

HISTORY AND ORIGIN OF MEDIA

In very simple terms the newspaper can be defined as a printed means of conveying current information. In this sense, the first organized attempt at bringing out newspapers was in ancient Rome, where 'newsletters' were distributed at far off places to inform people about the happenings in the capital. These were, of course, in the 'written' form, as printing had not been invented. During the times of Julius Caesar there were the acta diurna or daily announcements of the government and other activities, which were pasted in the capital's public places in the form of wall newspapers. These were also handwritten. The earliest hand-printed news bulletins probably appeared in China during 618-966 C.E. under the T'ang dynasty. Mostly government officials read these. The next big development came in the fifteenth and sixteenth centuries in Germany where the Fugger family, a powerful group of merchants and bankers,issued newsletters. Agents of the Fugger family were spread all over the world and sent regular reports back home. These reports were combined in the form of newsletters and circulated to all units of the family business in different countries.

MASS COMMUNICATION-FUNCTIONS,ELEMENTS

MASS COMMUNICATION DEFINED:

It is omnipresent. The vehicles of mass communication or the mass media are everywhere. From home, office, and outside, no place has escaped from mass media. It is considered to be intrusive as it easily enters into the private worlds of our homes. It is attractive and alluring. Sometimes we find it excessive and repulsive. Often it is considered to be omnipotent or all-powerful as mass communication of information and images through advertising makes us buy things. Wars have been won through mass communication. Most importantly mass communication shapes public opinion.What then is mass communication? To give a simple definition: Mass communication a process whereby mass produced messages are transmitted to large, anonymous and heterogeneous masses of receivers.By 'mass produced’ we mean putting the content or message of mass communication in a form suitable to be disseminated to large masses of people. This also means that some technological means are used for both producing and transmitting the message.