1) INTRODUCTION TO ADVERTISING Advertising facilitates large scale marketing. It is a medium of mass communication.

Manufacturers supply information about new products through advertising. The fact that companies spend crores of rupees on advertising through TV, radio and newspapers indicates its benefits in sales promotion. All products old and new, consumer and durable, cheap and costly need extensive advertising for sales promotion and consumer support. New communication techniques are now used for making advertising attractive and agreeable. The basic purpose of advertising is to give information, to attract attention, to create awareness and finally to influence the buying behavior of consumers. Advertising is certainly needed in marketing but is equally important and essential in social, cultural and political aspects of our life. The term Advertising originates from the Latin word advertere which means to turn the mind towards. The dictionary meaning of the term advertising is to give public notice or to announce publicity This suggests that advertising acts as a marketing vehicle and is useful for drawing the attention of people (prospects) towards a specific product/service/manufacturer.

2) DEFINITION OF ADVERTISING

1) Advertising is defined differently by different authorities and the institutions dealing with the subject of advertising. The American Marketing Association defines advertising as any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. 2) According to Little field, Advertising is mass communication of information intending to persude buyers as to maximize profit. 3) FEATURES OF ADVERTISING 1) ADVERTISING PROVIDES INFORMATION: The basic purpose of advertising is to provide information about products/services to prospective buyers. The details of products such as features, uses, prices, benefits, manufactures name and instructions to be followed while using the product are given in the advertisements. The advertising message and brand name are also given. The information supplied gives education and guidance to consumers and facilitates correct selection of goods by them. 2) PAID FORM OF COMMUNICATION: The advertiser has to pay to the media for giving publicity to his advertising message. He pays for the advertisement and naturally he decides the size, slogan, etc. given in the advertisement. Advertising is a form of paid communication. 3) NON-PERSONAL PRESSENTATION: Advertising is non-personal in character as against salesmanship which is personal (face to face communication ) in character. In advertising, the message is give to all and not to one specific individual. This rule is applicable to all advertising media including press. However even in advertising target consumers or target market can be selected for making an advertising appeal.

4) GIVES PUBLICITY TO GOODS, SERVICES AND IDEAS: Advertising is basically for giving information to consumers. This information is always related to the features and benefits of goods and services of different types. Advertising gives new ideas to consumers as its contents are meaningful. The aim is to make the ideas popular and thereby to promote sales. For example, advertising on family planning, family welfare, and life insurance is useful for placing new ideas before the people. 5) BASISCALLY FOR PERSUASION: Advertising aims at persuasion of potential customers. Advertising attracts attention towards a product, creates desire to have the same and finally induces consumers to visit the market and purchase the same. Advertising has psychological impact on consumers. It influences the buying decisions of consumers. 6) TARGET ORIENTED: It is possible to make intensive advertising by selecting a specific market or specific segment of consumers (e.g. children, housewives, etc.) for the purpose of advertising. This selection of a specific market is called target market. Advertising becomes effective and result oriented when it is target oriented. The waste in advertising can be minimized through such target oriented advertising. 7) AN ART, SCIENCE AND PROFESSION: it is now universally accepted that advertising is an art, science and a profession. It is an art as it needs creativity for raising its effectiveness. Advertising is a science as it has its principles and rules. Advertising is now treated as a profession with its professional bodies and code of conduct for members. Advertising agencies and space brokers function as professionals in the field of advertising.

8) IMPORTANT ELEMENT IN MARKET5ING MIX: advertising is an important element in marketing mix. It supports the sales promotion efforts of the marketing mix are reasonably favorable. This is natural as advertising alone is not adequate for promoting sales. Many companies now spend huge funds on advertising and public relations. 9) ARTISTIC, ATTRACTIVE AND AGREEABLE MANNER: This is possible through the element of creativity which is the essence of advertising. Creativity can be introduced by creative people (professionals) in the field of advertising. They introduce new techniques for introducing creativity. Without creativity, advertising will be like a body without a soul. 10) INVESTMENT: some people consider advertisement as a wasteful expenditure having a short term effect. They believe that advertisement budgets are charged to the consumers by raising the price. However, advertisement is an investment towards building of goodwill and brand image in the market. ADVANTAGES OF ADVERTISING The advantages of advertising can be divided into two main groups. One group denotes benefits to manufactures and other group denotes benefit to consumers benefited by advertising. 1) LARGE SCALE PRODUCTION AND MARKETING: advertising is useful as a sales promotion technique. It gives information to consumers and encourages them to purchase

more.Manufacturers expand their production base due to higher market demand created through advertising. 2) INTRODUCTION OF NEW PRODUCTS: advertising facilitates the introduction of new products. Due to advertising, information about new products is given to the prospects. This creates demand and the manufacturer is able to sell new products along with the existing ones.

3) CREATES NEW DEMAND: advertising spreads information and encourages consumers to purchase new products. Such advertising leads to the creation of new demand. Various concessions are offered to consumers in the initial period. This gives positive response from the consumers. Thus, advertising creates new demand from non-users.

4) FACILITATES EFFECTIVE PERSONAL SELLING: Advertising creates proper background for personal selling. It gives advance information to the prospects. They visit the shop in order to purchase a particular product which they know through advertising media. The job of a salesman becomes easy as consumers develop affinity to specific products. In brief, advertising supports and supplements personal selling. 5) BUILDS BRAND IMAGE: Manufactures introduce branding for making their products popular with distinct personality. The brands are made popular through advertising. As result, consumers develop loyalty towards a specific brand. Advertising builds brand image and this develops consumer loyalty towards a specific brand. 6) REDUCES COST OF PRODUCTION : Advertising creates demand and promotes sales. This enables a manufacturer to conduct production on a large scale. This leads to reduction in the cost of production and distribution. As a result, the profit margin of the manufacture increases. 7) FACING COMPETITION: A manufacturer can face market competition effectively and can make his products popular through advertising. He can remove misunderstanding among consumers about his products through appropriate advertising. 8) SALES PROMOTION: A manufacturer can make his sales promotion campaign successful by using the support of advertising. He can prepare proper background for the success of such campaign as advertising facilitates direct communication with consumers.

9) GOODWILL BUILDER: A manufacturer can build up goodwill and good image in the business world and also among the consumers through advertising. The social welfare programmes and community service activities can be given wide publicity through advertising. Even the progress of the Organization can be brought to the notice of the public through advertising.

B) BENEFITS OF ADVERTISING TO CONSUMERS.

Information and guidance: Consumer get information and guidance from advertising. They can study the advertisements of competitors and select the products which are profitable to them. This avoids their cheating and exploitation at the hands middlemen. 1. ACTS AS REMINDER: Advertising acts as reminder to consumers. They remember what is urgently required to purchased through advertising. 2. SPECIAL ATTRACTION TO CONSUMERS: Advertising leads to competition among manufacturers and retailers. They have to offer something special in order to attract consumers. Such attraction offers benefits to consumers. For example, manufactures have to bring down the price in order to attract customers. All this is beneficial to consumers in terms of prices and quality of goods.

3.

RAISES LIVING STANDARDS: Advertising rises the standard of living of people by supplying information about goods and services which can offer convenience and pleasure to them. Advertising provides higher standard of living to consumers as a social group.

4. EFFECTIVE PRODUCT USE: Consumers get information about uses /benefits of different products through advertising. They also get guidance as regards the right manner of using the product. This avoids possible damage of the product purchased. Even the product can be used for different purposes because of the information supplied through advertisements. 5. REMOVES MISUNDERSTANDING: Advertising helps consumers in removing their misunderstanding about certain products. They change their attitudes towards certain products and services due to advertising.

ETHICAL CUSTOMER DO NO FORGET BAD QUALITY UNTRUTHFUL ADVERTISING AND BEING BORED WITH UNINTERESTING ADVERTISEMENT. ETHICAL AND SOCIAL ISSUES IN ADVERTISING: 1. Ethical Advertising Advertising must follow certain moral principles, certain rules, and should not degrade or adversely comment on the other products and brands. It should highlight the positive points of its own products and be of good standard. It should not be offensive and in bad taste. It should not predict the sex of an unborn child and keep away from the unwanted practices adopted by the advertisers. Advertising should not be untruthful, deceptive and should not misguide the consumers. Some companies advertising about their two wheelers and four wheelers vehicle advertise that they will cover X amount of kms per ltrs when in practice the Kms. covered are much less. These advertisement deceive the customer; sometimes advertisers have made false claims or failed to award prizes promised in sweepstakes or contests. The problem of untruthful advertising and promotion exists at the local level and in specific areas such as mail order, telemarketing and other forms of direct marketing. Ethics in advertising must be given its place. Ethics cover various aspects. These range from the truthfulness of validity of claims to the mode of presentation of the advertisement. The advertising of products like cigarettes, alcohol and other injurious materials have to be dealt carefully. The authorities as well as the advertisers and the agencies should make a set of rules and regulations. It should adhere to certain

values and give satisfaction to the con-sumers. Another issue is the advertising directed on children. The children are exposed to adult advertisements and those advertisements that are not made for children. The adult advertisement may be showing a lot of indecency and sex , which may not be good for children. Therefore: Advertising should 1)Be truthful, should reveal the truth and significant facts. 2)Be substantiative should substantiate with proofs e. g Kapil Dev professes that Boost is the secret of my energy. 3)Be non-comparative. 4)Give real and true guarantees. 5)Avoid false claims. 6) Adhere to taste and decency. Should keep away from offensive and untrue publicity.

SOCIAL ISSUES IN ADVERTISING

1. since advertisement is directed at the society, it affects the society in many ways, society is concerned with how the advertising is done and its effects on it. Advertising is criticized on the grounds of the deception, manipulation, bad taste and manipulating consumers against their will. It is believed that the persuasiveness of the Ad has an impact on the value system of the society. The consumer is deceived when the benefits he perceives are far below his expectations. This could be due to miscommunication or improper emphasis on attributes. Advertisement as a whole should not be misleading. It should not conceal material facts and give a true picture of the benefits, the cost and the offer. For example:

Buy X brand of batteries with a trip to U.S.A. The Ad is misleading it should be written as, Buy X brand of batteries with a chance of a trip to U.S.A.

2. Advertising is criticized of manipulating the buyers to make a decision against their will or interest. Playing on the sub-conscious mind, motives and various form of appeals. The appeals generated by the advertisements are sometimes so strong that the consumer fully believe in them and does not apply his/her mind to make a decision and buys it without much thought. 3. Advertising has also been criticized to be in bad taste because of:

Moral concerns about advertising of harmful products-Tobacco, Alcohol etc. Objection to over emphasis on sex-sex appeals. Objection to occasion of exposure when children are present with the adults. Objection to advertising strategy of excessive repetition of the Ad. It is accused of attaching too much importance to the material aspects of life. It promotes certain individuals as stereotypes. Women are always shown in the role of a mother or a housewife, instead of business executives except in few cases. Similarly, business executives are shown with a cigar. Women are shown to create a romanticsituation. Too much advertising on childern is considered a matter of great concern. Advertising provides sensitivity to price. it shows differentiation among closelyresembling brands. Advertising causes insecurity by making people worry about tooth decay,body odours,lack of selfconfidence. it creates fear in the mind of the consumer e.g. L.I.c. Get your selfinsured for the future is not known. we will all get old one day Let us help each other. In spite of the above criticism, the advertisement has come to stay in the system. Itcommunicates and makes goods available. It promotes purchases and stimulates consumption. It is an essential part of marketing strategy. It promotes a number of social issues and bringsawareness in the masses. The subject of family planning, health care, prevention of accidentsare the major themes. If certain codes, rules and regulations are followed advertising benefitsoverweigh those of criticism. The Ad must be legal, honest, truthful and decent. This willensure the expansion of the advertising both in India and abroad.

SOCIAL AND ECONOMIC ASPECTS OF ADVERTISING

Every coin has two sides Advertising is praised but also criticized by critics in their own ways. Advertising has many positive impacts along with its negative pictures. As the President of American Association of

Advertising Agencies, John O Toole has described advertise is something else. It is not related to studies, but it educates. It is not a journalist but gives all information. And it is not an entertaining device but entertains everyone. Economic role of Advertising 1. Value of Products: The advertised products are not always the best products in the market. There are some unadvertised products also present which are good enough. But advertising helps increase value for the products by showing the positive image of the product which in turn helps convincing customers to buy it. Advertising educates consumers about the uses of the products hence increasing its value in minds of the consumers. For e.g. mobile phones were first considered as necessity but nowadays the cell phones come with number of features which makes them mode of convenience for consumers. 2. Effect on Prices: Some advertised products do cost more than unadvertised products but the vice versa is also true. But if there is more competition in the market for those products, the prices have to come down, for e.g., canned juices from various brands. Thus some professional like chartered accountants and doctors are not allowed to advertise. But some products do not advertise much, and they dont need much of it and even their prices are high but they are still the leaders in market as they have their brand name. e.g., Porsche cars 3. Effect on consumer demand and choices: Even if the product is heavily advertised, it does not mean that the demand or say consumption rates will also increase. The product has to be different with better quality, and more variety than others. For E.g., Kelloggs cornflakes have variety of flavors with different ranges to offer for different age groups and now also for people who want to loose weight thus giving consumers different choices to select from. 4. Effect on business cycle: Advertising no doubt helps in employing more number of people. It increases the pay rolls of people working in this field. It helps collecting more revenues for sellers which they use for betterment of product and services. But there are some bad effects of advertisements on business cycle also. Sometimes, consumer may find the foreign product better than going for the national brand. This will definitely effect the production which may in turn affect the GDP of the country. The economic aspects are supported by the Abundance Principle which says producing more products and services than the consumption rate which helps firstly keeping consumers informed about the options they have and secondly helps sellers for playing in healthy and competitive atmosphere with their self interest.

Social role of Advertising: There are some positive and some negative aspects of advertising on the social ground. They are as follows. 1. Deception in Advertising: The relation between the buyers and sellers is maintained if the buyers are satisfied with what they saw in advertise and what they got after buying that product. If seller shows a false or deceptive image and an exaggerated image of the product in the advertisement, then the relation between the seller and buyers cant be healthy. These problems can be overcome if the seller keep their ads clean and displays right image of the product. 2. The Subliminal Advertising: Capturing the Minds of the consumers is the main intention of these ads. The ads are made in such a way that the consumers dont even realizes that the ad has made an impact on their minds and this results in buying the product which they dont even need. But All ads dont impress all consumers at all times, because majority of consumers buy products on basis of the price and needs. 3. Effect on Our Value System: The advertisers use puffing tactics, endorsements from celebrities, and play emotionally, which makes ads so powerful that the consumers like helpless preys buy those products. These ads make poor people buy products which they cant afford, people picking up bad habits like smoking and drinking, and buy products just because their favorite actor endorsed that product. This affects in increased the cost of whole society and loss of values of our own selves. 4. Offensiveness: Some ads are so offensive that they are not acceptable by the buyers. For example, the ads of denim jeans showed girls wearing very less clothes and making a sex appeal. These kinds of ads are irrelevant to the actual product. Btu then there is some ads which are educative also and now accepted by people. Earlier ads giving information about birth control pills was considered offensive but now the same ads are considered educative and important.

But at the last, there are some great positive aspects which help

Development of society and growth of technologies Employment Gives choices to buyers with self interest Welcomes healthy competition Improving standard of living.

Give information on social, economical and health issues. Different Types of Advertising

Advertising is the promotion of a company's products and services carried out primarily to drive up sales of the products and services. It is also done to build a brand identity and communicate changes in old products or introduce new product/services to the customers. Advertising has become an essential element of the corporate world and hence companies allot a considerable amount of resources towards their advertising budget. There are several reasons for advertising, some of which are as follows: 6. Increasing the sales of the product/service. Creating and maintaining a brand identity or brand image. Communicating a change in the existing product line. Introduction of a new product or service. Increasing the buzz-value of the brand or the company.

TYPES OF ADVERTISING
There are several reasons for advertising. Similarly, there exist various media which can be effectively used for advertising. Mentioned below are the various categories or types of advertising. 1. Print Advertising - Newspapers, Magazines, Brochures, Fliers Print media has always been a popular advertising option. Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes. Often, newspapers and magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement in the publication (front page/middle page, above/below the fold), as well as the readership of the publications. For instance, an advertisement in a relatively new and less popular newspaper will cost far less than an advertisement in an established newspaper that has a high readership. The price of print ads may also depend on quality of the paper and the supplement in which they appear. For example, an advertisement in the glossy (and popular) supplement of a newspaper costs more than one in a supplement which uses mediocre quality paper. 2. Outdoor Advertising - Billboards, Kiosks, Trade-shows and Events It makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also events and trade-shows organized by the company. Billboard advertising is very popular. However it has to be really terse and catchy in order to grab the attention of the passersby. Kiosks not only provide an easy outlet for the company's products but also make for an effective advertising tool to promote the company's products. Organizing special events or sponsoring them makes for an excellent advertising opportunity and strategy. The company can organize trade fairs, or even exhibitions for advertising their products. If not this, the company can organize several events that are closely associated with their field. For instance a company that manufactures sports utilities can sponsor a sports

Tournament to advertise its products. 3. Broadcast Advertising - Television, Radio and the Internet

Broadcast advertising is a very popular advertising medium that constitutes several branches like television, radio or the Internet. Television advertisements have been very popular ever since they were introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/lull time), sometimes the show on which it will be broadcast, and of course, the popularity of the television channel itself. The radio might have lost its charm owing to new age media. However it remains the choice of small-scale advertisers. Radio jingles have been very a popular advertising medium and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy old popular radio jingles. 4. Covert Advertising - Advertising in Movies Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. There is no commercial advertising as such in the entertainment but the brand or the product is subtly (or sometimes evidently) showcased in the entertainment show. Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruise's phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded. Pay attention next time, you're sure to come across a lot of such examples.

5. Surrogate Advertising - Advertising Indirectly Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to health are prohibited by law in several countries. Hence these companies come up with several other products that have the same brand name and indirectly remind people of the cigarettes or alcohol of the same brand by advertising the other products. Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising.

6. Public Service Advertising - Advertising for Social Causes Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messages about important matters and social causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. David Ogilvy who is considered to be one of the pioneers of advertising and marketing concepts had reportedly encouraged the use of the advertising field for a social cause. Ogilvy once said, "Advertising justifies its existence when used

in the public interest - it is much too powerful a tool to use solely for commercial purposes.". Today, public service advertising has been increasingly used in a noncommercial fashion in several countries across the world in order to promote various social causes. In the United States, radio and television stations are granted to bidders on the basis of a fixed amount of public service advertisements aired by the channel.

7. Celebrity Advertising Although the audience is getting smarter and smarter and the modern-day consumer is getting immune to the exaggerated claims made in a majority of advertisements, there exists a section of advertisers that still bank upon celebrities and their popularity for advertising their products. Using celebrities for advertising involves signing up celebrities for campaigns, which consist of all sorts of advertising including, television ads or even print advertisements. How effective these ads are, is something that each consumer himself can determine. Each of the advertisement types mentioned has its own sub-types and rates of effectiveness. It is the job of advertising department to figure out which type of which medium is the best and the most feasible for the company.

8. Institutional advertising- tries to develop goodwill for a company rather than to sell a specific product. Its objective is to improve the advertiser's image, reputation, and relations with the various groups the company deals with. This includes not only endusers and distributors, but also suppliers, shareholders, employees, and the general public. Institutional advertising focuses on the name and prestige of a company. Institutional advertising is sometimes used by large companies with several divisions to link the divisions in customers' minds. It is also used to link a companys other products to the reputation of a market-leading product. 9. Product advertising- tries to sell a product. It may be aimed at the end user or at potential representatives and distributors. Product advertising may be further classified as pioneering, competitive, and reminder advertising. 10. Pioneering advertising- tries to develop primary demand, that is demand for a product category rather than a specific brand. It's needed in the early stages of the adoption process to inform potential customers about a new product. The first company to introduce a new technology to its industry doesn't have to worry about a competitive product since they alone have the technology. They have to sell the industry on the advantages of the new technology itself. Pioneering advertising is usually done in the early stage of the product life cycle by the company which introduces an innovation. 11. Competitive advertising- tries to develop selective demand; demand for a specific manufacturers product rather than a product category. An innovating company is usually forced into competitive advertising as the product life cycle moves along. After

pioneering technology is accepted and most manufacturers are supplying competing products, the innovator is forced to sell the advantages of his specific design over that of the competition. This is usually the situation in a mature market. 12. Reminder advertising- tries to keep the product's name before the public. It is useful when the product has achieved market domination. Here, the advertiser may use "softsell" ads that just mention or show the name as a reminder. Reminder advertising may be thought of as maintenance for a product with the leadership position in the market.