UNIT -8
ADVERTISING
8.2 WHAT IS ADVERTISING ? :-
→ Advertisements are used by companies to communication how their products or services may be of use of customers.
→ The American Marketing Assocation has definee advertising as any paid form of non-persona presentation of ideas, goods or services by an identified sponsor".
→ This definition incudes the following for expression
(1) Paid Form :-
→ For every advertisemetns, some money has to be paid to the medium which carries the message.
(2) Non-personal Presentation :-
→ If the message is communicated through mass media, like radio, television, newspapere, magazine direct mail, etc. it is called non-persoanal presentation.
(3) Ideas, goods and services :-
→ This impies that advertising may be intended to help selling not only goods but also ideas and services.
(4) Identified Sponsor :-
→ Indentified sponsor means that the producer or seller who advertises the product should be known though the adertised message.
8.3 DIFFERENCE BETWEEN ADVERTISEMENT AND PUBLICITY :-
| Particulars | Advertising | Publicity |
|---|---|---|
| (1) Media | Presented by non-personal media such as radio, Tv, newspaper, magazine, etc. | Presented by non-person medium such as radion, TV, etc. |
| (2) Sponsor | There is an identifiable sponsor. Normally a company sposors it for its product or service. | There is no identifiable sponsor, media present the information voluntarily. |
| (3) Payment | The company has to pay money to the media for the space or time used. | Company does not make any payment to the media. |
| (4) Purpose | It is intended to give a favourable impression about the company or its prodcut. | It may have a favourable or unfavourable influence on the public about the company or its product. |
• What is Publicity? :-
→ Publicity refers to the communication of any non-sponsored commrecially significant information about a company or its product to the public though non-personal media without any finace charge to the company.
→ In this explanation you can notice the following four expression :3-5
(1) Non-Sponsored :-
→ The information is not sponsored by the company.
→ It is published or communicated voluntarily by the media.
(2) Comercially significant information :-
→ Information about the company or its producer ar communicated in publicity.
(3) Disseminated by non-personal media :-
→ The information may be presented by non-personal media like radio, televison, newspaper, or magazines etc.
(4) Without a financaial charge to the company :-
→ The publicity matter is presented voluntarily by the media.
→ There is no paymetn made by the company to the media for disseminating that information
8.4 OBJECTIVES OF ADVERTISEMENT :-
(1) Introduction of new prodcuts.
(2) Introducign potential customers to buy.
(3) Remining users.
(4) To create brand image
(5) To intivate customers about new uses of a products.
(6) To highlight brand character.
(7) Dealer support.
(8) Trafficking the reaila trade.
8.5 ROLE OF ADVERTISEMENT IN THE SOCIETY :-
→ There are agruments boths for and against the use of advertisemetns in society.
• Arguments Against Advertising :-
-
(1) Advertising leads to higher prices.
(2) Advertising leads to monopoly.
(3) Advertising results in inefficient resources allocatin.
(4) Advertising causes undesirable socail effects.
(5) Advertising may act against the freedom of press.
(6) Advertising encourages unecessary competition.
• Agruments in Support of Advertising :-
-
(1) Advertising leads to reduction in the cost of goods.
(2) Advertising need not necessarily lead to monoply.
(3) Advertising directs allocation of resources according to demand.
(4) Advertising and socai values.
(5) Advertising encourages autonomy of mass media.
(6) Advertising provides useful information.
(7) Advertising generates employment.
8.6 ESSENTIALS OF AN EFFECITVE ADVERTISEMENT :-
→ The essential characteristics of a good advertisemetn may be divided into two broad categories :-
(1) Features Relating to the Message :-
(a) Desirability
(b) Exclusive
(c) Believable
(d) Attractive
(e) Memorable and easy to recall
(2) Features Reatating to Consumer Reach :-
(a) Appropriate media.
(b) Frequency
(c) Timing.
