Tuesday, 25 August 2020

Meaning and Definition of Advertising (A&BM 17Aug2020)

 Advertisement means as public announcement of goods / services for sale. It further says to advertise means to describe and praise (compliment) in public medium to promote sales.

Advertisement is, thus, the process of spreading product information among the potential buyers through a public medium in order to maximize sales. Such a public medium includes, among others, newspapers, magazines, television, radio & digital.

Every day we come across hundreds of advertising messages, which tell us about various products such as soaps, detergent powder, soft drinks and services such as hotels, insurances policies etc. Advertising is perhaps the most commonly used tool of promotion by an organization. It is commonly understood as to communicate about a product or service. But it is not correct and complete to understand it as so.

Actually, advertising includes all the activi­ties performed by the enterprise to present the goods and services to the con­sumer and to motivate them to buy these goods and services. It is non-personal form of communication, which is paid for by the marketer (sponsor) to promote his goods and services.

 

Definition of Advertising

According to William J. Stanton, “Advertising consists of all the activities involved in presenting to a group, a non-personal, oral or visual, openly spon­sored message regarding a product or service or idea, this message is called adver­tisement, is disseminated through one or more media and is paid for, by the iden­tified sponsor”.

According to Wheeler,

“Advertising is any form of paid non-personal pre­sentation of ideas, goods and/or services for the purpose of inducing people to buy”.

According to American Marketing Association,

“Any paid form of non-per­sonal presentation and promotion of ideas, goods and services, by an identified sponsor. The medium used are print broadcast, and direct”.

According to Philip Kotler:

“Advertising is any paid form of non-personal presentation and promotion of goods, services, or ideas by an identified sponsor.”

According to Frank Presbrey:

“Advertising is a printed, written, oral and illustrated art of selling. Its objective is to encourage sales of the advertiser’s products and to create in the mind of people, individually or collectively, an impression in favour of the advertiser’s interest.”

 

Thus, advertising can be defined as a paid form of non-personal presenta­tion of product or service or idea. In developing advertising programme, one must start with the identification of the needs and wants of the market and must take five major decisions regarding Mission, Money, Message, Media and Mea­surement of the advertisement programme as stated by Philip Kotler ‘as 5 M’s of advertising’

 

According to William J. Stanton,

“ advertising consists of all the activities in presenting to a group a non-personal, oral or visual, openly sponsored message regarding a product, service or idea.”

The American Marketing Association defines advertising as

“any paid form of non-personal presentation and promotion .of goods, services or ideas by an identified sponsor.”

The following points emerge from the above definitions of advertising:

1. Advertising is a paid form of demand creation.

2. It is a non-personal presentation of goods or services.

3. It is done through a medium.

4. Such a medium may be a visual medium like newspapers and magazines or an oral medium like the radio or a visual cum oral medium like the television and digital.

5. The non-personal presentation of goods or services or ideas through a medium should be done by an identified sponsor. Such a sponsor may be the producer himself or a dealer or some other person or organization.

Advertising vs Publicity

Advertising, unlike personal selling, is not directed at any particular individual. It is directed at a mass audience. Advertising is often used synonymously with publicity. Like advertising, publicity is also a non personal presentation but it is not paid for like advertising. Advertising is, thus, a commercial transaction whereas publicity is not so.

Propaganda:

Propaganda means spreading of ideas or doctrines or messages. Like publicity and advertising it also communicates ideas, but in propaganda there is favour for a cause Propaganda may be a paid form if a newspaper. It may be self-sponsored if the newspaper itself goes on printing something in favour of the subject matter.

But one feature about propaganda is that it is usually temporary and when the case no longer has an appeal, it ceases. For example as the day of election approaches, the vigour and strength of propaganda in favour of different candidates and parties gathers momentum. But as soon as elections are over the propaganda comes to an end.

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