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.

Advertising is used for communicating business information to the present and prospective customers. It usually provides information about the advertising firm, its product qualities, place of availability of its products, etc. Advertisement is indispensable for both the sellers and the buyers. However, it is more important for the sellers. In the modern age of large scale production, producers cannot think of pushing sale of their products without advertising them. Advertisement supplements personal selling to a great extent. Advertising has acquired great importance in the modern world where tough competition in the market and fast changes in technology, we find fashion and taste in the customers.

Advertising is a powerful communication force and vital marketing tool helping to sell goods, services, images, and ideas through channel of information and persuasion. It is highly visible force in the society. Today all of us receive many advertising messages daily. Now it is essential to the success of any type of business and industry. Furthermore, advertising strategies are employed more and more by non-business organisation such as government, college and universities, public service groups and characteristics. It is one of the parts of the marketing and communication process. Advertising convince people to buy products. All advertising contains both information and persuasion. Today we can say advertising is a communication, marketing, public-relation, information and persuasion process. Advertising reaches us through a channel of communication referred to as a medium. It is usually aimed at a particular segment of the population - the target audience (Consumer and business). Basically it is a medium of dissemination of information and persuasion. It always creates a glamorous area. No doubt today advertising covers almost every area of the thought process and action of society. It is considered to be a highly sophisticated communication force and powerful marketing tool. In other words we can say that it is a complete psychological treatment of the consumer and a very creative and glamorous area also.

The American Marketing Association (AMA) recommends the definition, "Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor". The AMA points out that advertising is a tool of marketing along with the product and its packaging, price, distribution and personnel selling.

Definitely advertising is openly and over the overtly subsidized information and persuasion, and its task is to present and promote for more than merchandise. According to this definition promotion is 'non-personal'. It is directed "to whom it may concern". If advertising is effective, it is because

the audience is receptive to it.

Paid form: When product or services are mentioned favorably in the media newspaper, magazines and radio or television- the item appears because it is presumed to provide information or entertainment for the audience. But this is publicity, and no payment is made by the benefited organization.

Advertising on the other hand, is published or broadcast because the advertiser has purchased time or space to tell the story of a certain product or service.

Non-personal presentation: Personal selling takes place when a personal face-to-face presentation is made. Although advertising complements or may submit for, personal selling it is done in a non-personal manner through intermediaries - or media.

Idea, goods and services: From this point advertising is concerned with much more than the promotion of tangible goods. Most of the advertising is designed to help sell goods and services. It is being used increasingly to further public interest group.

An Identified Sponsor: Advertising discloses or identifies the sources of the opinion and ideas. According to an identified sponsor, this point distinguishes advertising from propaganda. Propaganda attempts to present opinions and ideas in order to influence attitudes and actions. Advertising on the other hand, disclose or identifies the source of the opinions and ideas it present.

AMA definition actually describes the four main following points of advertising:

The phase paid form in the AMA definition is too restricted for many advertising professionals. The phrase was designed to distinguish between advertising, which is delivered through space, or time for which the advertiser has paid, and publicity, which is delivered without charge as part of the news and entertainment content of the media.

According to Mc Cann Erickson, Advertising is "Truth Well Told" Actually advertising is a paid publicity and silent salesmanship. It takes known what we have to sell or what we want to buy.

According to Webstar, “Advertising is to give public notice or to announce publicity”.

According to Gardner, “Advertising is the means of mass selling that has grown up parallel with and has been made necessary to mass production”.