INTRODUCTION & DEFINITION OF ADVERTISING - MARKETING MANAGEMENT



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
    
                        

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