INTRODUCTION
& DEFINITION OF ADVERTISING
BY
SMART LEARNING WAY
CONTENTS
·
INTRODUCTION
·
DEFINITION
·
WHAT
IS ADVERTISING?
·
EXAMPLE
·
CONCLUSION
·
BIBLIOGRAPHY
INTRODUCTION
The
present era is of mass production and distribution. Similar products are taken
to the market. This involves stiff competition amongst the producers. many
firms adopt the vigorous means to maintain their existence in the market, as
there are many substitutes in the market. This tendency is a struggle for the
producers for their survival in the modern business world. All businessmen aim
to make profit by increasing the sales at a remunerative price policy. when we
manufacture good quality products or offer expert services, these must be know
to the public.
For this mass communication is needed as the
population is great or the market area is wide. We can adopt sales promotion
and advertising as tools to mobilise the marketing machinery. In the present business
world, suitable publicity is done through advertising, which is adopted by
commercial and industrial undertakings and almost all types of concerns.
Therefore advertisement is a method of publicity.
DEFINITIONS:-
1)
Little field
defines it as “advertising is mass communication of information intended to
persuade buyers as to maximize profits.”
2)
Hall
defines it as “salesmanship in writing, print or pictures or spreading
information by means of the written and printed word and pictures.
3)
Stanton
says, "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.”
4)
In
the words of Egbert, “advertising is any form of selling other than personal contact
between the seller’s representative and the prospective customer.”
5)
American
marketing association defines, “advertising as any paid form of non-personal
presentation and promotion of ideas, goods, or services by an identified
sponsor.”
6)
As
defined by starch, perhaps the most simple to understand is “selling in print,”
or “presenting a commodity in print to the people in such a way that they way
be induced to buy it.” it is sometimes called printed salesmanship.”
7)
Simply
stated “advertising is the art” says Greer," advertising is a general term
for any and all forms of publicity, from the cry of the street boy selling
newspapers to the most elaborate attention – attracting device. The object
always is to bring to public notice some article 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 desire to buy.”
8)
Encyclopedia
Britannica defines advertising “as essentially form of communication through
such diverse media as handbills, news-papers, magazines, billboards, letters,
radio, and television broadcasts and motion pictures,”
9)
Prof.
sand age has said that “advertising has taken itself the task of interpreting
the qualities of a product in terms of consumer’s needs and wants.”
10)
“Advertising
is mass paid communication, the ultimate purpose of which is to impart
information, develop attitudes and induce action beneficial to the advertiser
(generally the sale of a product or services.)
11)
According
to Gardner it is a means of mass selling that has grown up parallel with and
has been made necessary by mass productions.”
12)
Copeland
includes in advertising “all non-personal methods of stimulating sales and of
increasing or retaining patronage.”
13)
Dr.
Jones defines it as, “a sort of machine made mass production method of selling,
which supplements the voice and personality of the individual salesman, much as
in manufacturing the machine supplements the hands of the craftsman .”
14)
According
to Borden . “advertising includes those activities by which, visual or oral
messages are addressed to the people for the purpose of informing them and
influencing them either to buy merchandise or to act or be inclined favourably
towards ideas, institution, or persons featured ___advertising messages are
identified with the advertiser either by signature or by oral statement
___advertising is a commercial transaction involving payments to publishers or
broadcasters, and others whose media are employed.”
15)
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.”
16)
Advertising
is the nonpersonal communication of information usually paid for and usually
persuasive in nature about products, services or ideas by identified sponsors
through the various media.”
17)
Advertising
is attempting to influence the buying behavior of your customers or clients by
providing a persuasive selling message about your products and / or services.
18)
Advertising
is bringing a product (or service) to the attention of potential and current
customers. Advertising is focused on one particular product or service. Thus,
an advertising plan for one product might be very different than that for
another product. Advertising is typically done with signs, brochures,
commercials direct mailing or e-mail messages, personal contact, etc.
19)
Technically,
advertising is only one way of promoting your business, and you will want to be
sure that whatever form of advertising you choose first in with your marketing
plan and overall marketing strategy.
20)
Advertising
is paid for, and hence it is a commercial transaction this is exactly the
element with which the term publicity is distinguished from advertising.
21)
The
publicity is defined as “any from of commercially significant news about a
product, an institution, a service, or a person published in a space or radio
that is not paid for by the sponsor.”
22)
Advertising
is non- personal, whatever be the form of advertisements ( visual, spoken or
written) they are directed at a mass audience, and not directly at the
individual as is the case in personal selling. Advertising are identifiable
with their sponsor or originator, which is not always the case with publicity
or propaganda.
23)
advertising
is the use of bright ideas, stunts and slogans to popularize goods.”
24)
“salesmanship
in writing print or pictures or spreading information by means of the written
and printed word and the pictures.”
• What
is advertising ?
Advertising is that activity by which visual or oral messages are
addressed to the general public. Its purpose is to inform or influence them in
order to increase the sales of the advertising. It is done with a view to sell
the goods or services, offered by the advertiser. It may also draw the readers
or viewers to act favorably towards the idea or institution featured. It is
paid for by a seller (sponsor). The seller or the advertiser has to pay for the
space (or time) through which the message (advertisement) appears. The aim is
to persuade people to buy more.
Advertising creates desire for new products. The success of advertising
greatly depends upon effective advertising programmer. An effective advertising
maturity necessitates mass production, thereby reduces unit cost by lowering
the price of goods in favor of consumers.
EXAMPLE
·
Newspapers
·
Radio
·
Magazines
·
Television
·
Media
CONCLUSION
Advertising is any paid form of non personal presentation and promotion
of ideas, goods, or services by an identified sponsor. Advertising include not
only business firms but also charitable, nonprofit, and government agencies
that advertise to various public.
BIBLIOGRAPHY
1) MODERN
MARKETING
R. S. PILLAI
BAGAVATHI
S. CHAND & COMPANY LTD.
RAMNAGAR
2)
PRINCIPLES & PRACTICE OF MARKETING IN INDIA
Dr.C.B.MAMORIA,
R.L.JOSHI,
Dr.N.I.MULLA,
KITAB MAHAL
3) MARKETING MANAGEMENT- THE MILLENNIUMS EDITION
PHILIP KOTLER
4)
MARKETING MANAGEMENT
DR. C.B. GUPTA
DR. N. RAJAN NAIR
SULTAN CHAND & SONS
No comments:
Post a Comment