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.
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