RAWAL INSTITUTE

OF ENGINEERING &
Technology

TOPIC:- presentation on

advertisement
& its benefits

BY:LALIT KUMAR

AKASH GOYAL
ASHUTOSH
AKASH BIST
KUNAL
ARBEENA

PRESENTATION BY STUDENTS OF
RAWAL INSTUTIONS

INTRODUCTION

Advertising

The term advertising is derived from the original

Latin word advertere which means to turn the
attention.
It may be defined advertising as
any paid form of non-personal presentation and
promotion of ideas, goods and services of an
identified sponsor. Advertising is either
promotional or institutional.
From the above we can infer that:
Advertising is promotion, of a product or a service.
It is done by companies to maximize sales.
Companies pay a premium for doing this
promotion. Advertising could be done through
billboards, movies & various media etc.

CHUPA CHUP SUGAR FREE LOLLIPOPS

WHY WE
NEED
ADVERTISMENTS?

PURPOSE OF ADVERTISING

The purpose of advertising is to convince the

customer:

Company's services or products are the best

Enhance the image of the company

Point out and create a need for products or services

Demonstrate new uses for established products

Announce new products and programs

Draw customers to the business

To hold existing customers.

SALIENT FEATURES OF A GOOD

ADVERTISEMENT

(1) It Should Be Simple:

The first important ingredient of an advertisement copy is that it should

be written in simple language. It should be capable of proper
understanding. It should not use ornamental and tough words rather short,
simple and properly understandable words.

(2) It Should Be Capable Of Holding The Readers Attention:

An advertisement copy should be capable of holding the attention of the

reader. It should be presented in such a manner which attracts the
consumer immediately.

The following methods may be undertaken to hold the attention of

the reader:

(a) Headlines should be attractive. It should be short and easy for the
reader to remember.

(b) Use of pictures and sketches should be in direct relation to the product
to be advertised.

(c) Attractive border may be inserted around the advertisement copy in

order to distinguish it from other advertisements.

(d) Quoting the price of the product in the advertisement copy is also

(3) It Should Have Conviction Value:

The advertisement shall be able to have ever lasting impression

on the reader & reader should not have any doubt on the quality
of the product. He should be fully convinced and satisfied.

(5) It Should Educate The People:

The advertisement should tell the people about the use and
operation of a product. It should also impart new uses of a
product with which the people are not familiar.

(6) It Should Have Memorising Value:

The advertisement should be prepared in such a manner that a

reader gets ever lasting impression about the product. It can be
successfully created by repeating the advertisement time and
again. Repetition projects the permanent image about the
product on the readers mind.

(7) It Should Be True:

An advertisement should be truthful. It should not misrepresent

and conceal the true facts about the product. Rather it should
clearly lay down the limitations in the product.

BENEFITS OF
ADVETISEMENT

BENIFITS OF ADVERTISEMENT
Advertising is the most important tool in the marketing of products and
services. Companies all over the world universally accepted this fact. The
expenses on advertising are considered to be a profitable investment.

There are many benefits of advertising which include:

(1) Introduces a New Product in the Market:

Advertising plays significant role in the introduction of a new product
in the market. It stimulates the people to purchase the product.

(2) Expansion of the Market:

It enables the manufacturer to expand his market. It helps in exploring
new markets for the product and retaining the existing markets.

3)

Increased Sales:

Advertisement facilitates mass production to goods and increases

the volume of sales. In other words, sales can be increased with
additional expenditure on advertising with every increase in sale,
selling expenses will decreases.
(4)

Fights Competition:

Advertising is greatly helpful in meeting the forces of competition

prevalent in the market. Continuous advertising is very essential in
order to save the product from the clutches of the competitors.

Conti._____

(5) Enhances Good-Will:

Advertising introduces the manufacturer and his product to
the people. Repeated advertising and better quality of
products brings more reputation for the manufacturer and
enhances goodwill for the concern.

(6) Educates The Consumers:

Advertising is educational and dynamic in
nature. It familiarizes the customers with the new products
and their diverse uses and also educates them about the new
uses of existing products.

(7) Elimination of Middlemen or Direct communication :

It

aims at establishing a direct link between the manufacturer

and the consumer, thereby eliminating the marketing
intermediaries. This increases the profits of the manufacturer
and the consumer gets the products at lower prices.

(8) Better Quality Products:

Different goods are advertised under
different brand names. A branded product assures a standard
quality to the consumers. The manufacturer provides quality
goods to the consumers and tries to win their confidence in
his product.

Conti._____

 (9)

Supports the Salesmanship:

Advertising greatly facilitates the work of a salesman. The

customers are already familiar with the product which the salesman
sells. The selling efforts of a salesman are greatly supplemented by
advertising. It has been rightly pointed out that selling and
advertising are cup and saucer, hook and eye, or key and lock wards.
(10)

More Employment Opportunities:

Advertising provides and creates more employment opportunities for

many talented people like painters, photographers, singers,
cartoonists, musicians, models and people working in different
advertising agencies.
(11)

Economic progress:

Advertising increases sales, employment and profits. The overall

effect of all this is economic progress for the nation, or more broadly
for the world as a whole.
(12)

Higher Standard of Living:

The experience of the advanced nations shows that advertising is

greatly responsible for raising the living standards of the people. In
the words of Winston Churchill advertising nourishes the consuming
power of men and creates wants for better standard of living..

Conti._____

BENEFITS OF ADVERTISEMENT
TO MANUFACTURER

(1) Promoting or increasing the sales:

Advertising helps the manufacturers in creating demand for the
products and thus increasing their sales. So more & more product
are available in the market.

(2) Installation of new plants & technology advancement

The increase in demand caused by advertising makes possible
the installation of latest plants and introduction of technological
improvement. This results not only in improved quality of the
product but in the reduction of the cost per unit.

(3) Mass-production
Mass-production needs mass-selling. Advertising increases sales
and thereby facilitates mass production. The cost per unit of
production is therefore reduced.

(4) Reduce in seasonal slumps or fluctuations

Through advertising the manufacturer can create a demand for
his product and maintain it throughout the year and thereby

(5) Pride to the manufacturer

The production of higher quality of goods and the
information of their availability in the market through
advertisements gives a sense of pride to the manufacturer
and the other employees involved in production.

(6) Increase profits manufacturer.

Advertising directly encourages innovation and technological
advancements. The improvement and development of new
products leads to the higher sales and an increase in profits of
the other manufacturer.

(7) Stabilize the selling price

Advertising tends to stabilize the selling price and there by
create confidence in the public. So increases the production
of product.

(8) Less expensive method

Pushing goods to the individual consumer through the
salesman is a slow and expensive method and the number of
calls is limited as considerable time is taken up in travelling.
Advertising provides a comparatively less expensive method.

BENEFITS OF ADVERTISEMENT
TO consumer

(1) Reduction in Prices:

Advertising stimulates demand; production is on large-scale and cost
of production per unit falls. Due to fall in production cost, price of
the commodity is reduced

(2) Knowledge of Various Products:

People come to know about different kinds of products by means of
advertising. Thus, the customer has a large variety of goods to
choose from. He picks up the best from among them.Advertising also
acts as an information service and educates the consumer. It enables
him to know exactly what he wants and where to get it.

(3) Improved Quality Product:

When a producer or a seller advertises his product, his objective is
to win the confidence of the customers. It is absolutely essential to
improve the quality of the product if the confidence of the
customers is to be won. Hence, goods which are advertised are
usually of good quality.

(4) No fear of Exploitation:

Advertising educate the people. They come to know all the
characteristics of the product before it reaches the seller.
Thus, the seller cannot exploit the customers.

(5) Online Orders & Purchases

Advertising also makes it possible to sell direct to the
consumer by Mail Order Business. Thus, consumers in the
mofussil and out-of-the way areas can also enjoy the comforts
and luxuries available only in the cities or towns. In this way
advertising improves social welfare.

(6) Better & Satisfactory Service to Attract Customer

As manufacturers control the pride of well-advertised goods
price- cutting is not available to the retailers and the
shopkeeper tries to attract customers by giving better and
more satisfactory service. This also is an additional benefit to
the consumer brought about by advertising.

BENEFITS OF ADVERTISEMENT
TO society

1. Helpful in Generating More Employment:

Advertising is instrumental in generating more employment

opportunities and creating diverse kinds of jobs. It provides jobs to
artists, screen printers, block-makers, script-writers, painter, etc.
Today, advertising has become a profession. Some companies do
only advertising job.

2. Helpful in Improving the Standard of Living:

Through the medium of advertising people get information

regarding new products. As people use these new and latest goods,
their standard of living gets a boost. Advertising is helpful in
providing employment and increasing income of the people. Both
have a positive effect on their standard of living.

3. Helpful in Survival of Communication Media:

The main communication media are Newspapers, Magazines, T.V.,

Radio, etc. Major source of their income is advertising. If these
media of communication do not get support of revenue from
advertising, they cannot survive for long. These media of
communication keep the society well informed. Their existence is

4. Helpful in Creating Healthy Competition:

When a company gets its product advertised, it seeks to
improve its quality and lower its price. It is their Endeavour to
improve their own product rather than finding fault with the
product of their rivals. In this way a healthy competition
prevails in the market and the entire society stands to gain
from it.

5. Helpful in the Economic Development of the Country:

Today, the effect of advertising is no longer confined to the
four walls of the country, rather it has crossed the national
boundaries. Through the medium of satellite, domestic
advertising messages can be transmitted to the rest of the
world. As a result, export-potentials of the country get a big
boost. Foreign exchange capacity of the country increases and
new industries develop. Thus, advertising proves helpful in the
economic development of the country.

To conclude, it can be said, it pays to advertise. It plays an

important role in the betterment of manufacturers, society
and customers.

DISADVANTAGES
OF ADVERTISING

As every coin has two phase advertisement

also have some disadvantage they are:-

(1) Adds to Costs:

An organisation has to spend large amount on advertising. It
increases the cost of the products. To meet this expenditure,
price of the product is raised. No manufacturer pays for the
advertising expenses out of his pocket. Advertising, therefore,
leads to unnecessary rise in prices. In this reference it is said
that advertising costs are passed on to the consumers in the
form of high prices.

(2) Confuses the Buyers:

Many a time distorted version of reality is shown in the

advertising. Believing in advertising, consumers buy the
product. On its use, they feel cheated.

They come to realise later that the information given in the

advertisement was something else whereas the actual product
was quite different from it. Thus, people lose confidence in
advertising because of wrong presentation. In this reference it is
said that advertising confuses rather than helps.

(3) Encourages Sale of Inferior Products:

Every manufacturer projects his product as superior one in

the advertisement. Therefore, the buyer is unable to decide
as to which product is really good.

Consequently, it is difficult to get good quality product even

after paying price for it. If a seller gets good price for some
inferior product, it becomes a habit with him. It affects other
sellers also. Therefore, it is said that advertisement
encourages the sale of inferior products.

(4) Some Advertisement is in Bad Taste:

Many times, foul language and objectionable pictures are

used in advertising in order to attract a particular class. They
may be insulting to a particular class. It causes decay of
social values. Such kinds of advertising are generally opposed
by the people as it hurts their feelings. In this reference it is
said that some advertisements are in bad tastes.

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MEDIA OF
ADVERTISEMENT

There are various media of advertising they are:-

1. Press Advertising or Print Media:

Press advertising, i.e., advertising through newspapers, magazines,

journals, etc. is commonly used by modem businessmen. It may be
noted that advertising is an important source of finance for the
press or print media. Because of advertisements, the subscribers
get newspapers and periodicals at subsidized rates.

(a) Newspaper Advertising:

Newspaper reading is a common habit among the

educated people. Besides daily newspapers, there are
bi-weekly and weekly newspapers also. Newspapers
reach almost every place and are read by all kinds of
people.

Therefore, newspaper can be used as a medium of

advertisement with great advantage. While selecting a
newspaper for this purpose, an advertiser has to take
into consideration the strength of circulation, the class
of readers it serves, the geographical region over which
it is popular and the cost of space.

Newspapers advertising has the following merits:

(i) A newspaper has large circulation and a single advertisement
in a newspaper can reach a large number of people.
(ii) Continuous advertisement is possible because newspaper is
published daily. An advertiser can repeat his advertisement daily,
weekly, or fortnightly.
(iii) Newspapers provide flexibility in advertising in the sense
that advertisement campaign can be initiated and stopped
quickly. One days notice is sufficient for this purpose. Similarly,
advertising message can be changed promptly whenever needed.

Newspaper advertising has the following limitations:

(i) The life of a newspaper advertisement is very short.
Moreover, people devote only an insignificant part of their
days time in reading the newspaper. Thus, advertisements
are likely to draw the readers attention only casually.
(ii) Newspaper advertisement is successful only when the
people to be communicated are educated.
(iii) The advertisements are in a print form. They are less
effective as compared to film or audio-visual advertisements.

(b) Magazine Advertising:

Magazines or periodicals are an excellent medium of advertisement

when high quality of printing in colour is desired. Magazine
advertisements can be directed towards a particular class of people.
Thus, they avoid wasteful expenditure on advertising.

Magazine advertising is considered to be superior to

newspaper advertising because of the following merits:

Magazines are read more carefully and at greater leisure. Advertising

through magazines is more effective. The life of the magazine
advertisements is longer. Magazines are preserved for a long period
of time and are read time and again. Since advertisement copy is
presented in a coloured form, it creates a better image of the
product advertised. Exact picture can be portrayed to enable the
customer to identify the product at the point of purchase.

Magazine advertising has the following limitations:

(i) Advertising through magazines is very costly.
(ii) The circulation of magazines is generally smaller as
to the newspapers.

compared

(iii) Magazine advertisements are to be prepared and sent for

publication well in advance. It is not possible to make the last
minute change in the advertisement copy.

2. Outdoor Advertising:

Outdoor advertising has gained wide popularity these days. Its purpose
is to attract the attention of the people at busy roads and markets. It
includes the use of poster displays, bill board displays and electric
displays.

(a) Poster Displays:

Posters are fixed on walls of buildings, bridges, and other public

places. It is also quite common to write slogans and other message
about the products in bold letters on the walls to attract the attention
of the people even from a long distance. That is why, it is also known
as Mural Advertising. Mural advertising is frequently used to advertise
fans, fertilizers, tonics, beauty aids and other consumer items.

(b) Bill Board Displays:

Painted or bill board displays involve the advertisements directly

painted on the boards meant for this purpose. They are quite big in size
and are fixed at outstanding locations like busy markets and crossings.
They are also erected on tops of bridges and important buildings.

(c) Electrical Displays:

Electrical display involves the use of electric lights or neon tubes to

attract the attention of people, particularly during night. Generally, a
short message is illuminated in tubes of different colours so that it is
conspicuous and attractive. Electrical-displays are fixed at heavy

(d) Vehicular Displays:

It has become a fashion these days to use modes of public

transport for advertising. The space outside and inside the buses,
railway carriages and other vans may be hired by the businessmen
to spread their messages. Vehicles give mobility to the message.

Outdoor advertising has the following merits:

(i) Outdoor advertising is highly flexible and is a low cost medium.
(ii) It is very useful for advertising consumer products because
posters, etc. can be displayed at various crowded centres.
(iii) Outdoor advertisement attracts attention quickly and requires
very less time and effort on the part of the readers. A complete
picture of the product can be shown through outdoor displays.

Outdoor advertising is criticised on the following grounds:

(i) It cant carry long messages as posters; hoardings, etc. are read
by the people at a glance.
(ii) It has a low retention value because people dont devote
special time to read the message.
(iii) It distracts the attention of the passers-by and may even cause
accidents on busy roads.

3. Film Advertising:

Films are an important medium of advertisement. A business

concern may get a short motion picture prepared, and distribute it
to different cinema houses for displaying it before the
commencement of the regular shows or during the period of
intermission.

But film advertisement can be adopted only by the wellestablished firms. Since it involves high cost, small business firms
can get cinema slides prepared for display in the cinema halls.

The merits of film advertising are as under:

(i) Film advertisement is very effective since it combines spoken
words and visual presentation of pictures,
(ii) It helps in selective advertisement. A trader can advertise his
products in the areas from where he wants to attract the
customers.

The limitations of film advertising are as under:

(i) It is usually ignored by people, who are busy in talking,
(ii) Its effectiveness is limited as only a few people are present in
the hall before the start of the feature film & during the interval.

4. Radio Advertising:
Radio advertisements have gained greater popularity these days. Advertisements
are broadcast from the transmitting stations of the commercial service of All
India Radio and picked up by the receiving sets owned by the public. Radio
advertisements are normally broadcast along-with popular programmers of music.
Even the sponsored programmes of music, interviews and plays can also be
broadcast over the radio.

Radio advertising has the following merits:

(i) Radio advertisements carry an effective appeal and cover numerous listeners
of different tastes,
(ii) Radio advertisements reach the illiterate people who cannot read the
newspapers and magazines,
(iii) Radio provides selectivity to some extent because advertisements can be
included in different programmes meant for different types of people,
(iv) Radio advertisements are very much suitable for the promotion of mass scale
consumer goods.

The demerits of radio advertising are as under:

(i) Detailed message cant be transmitted over the radio. People may not
remember the message,
(ii) It is non-visual. Thus, the usual impact of illustrating the product is not
possible,
(iii) Sometimes, the message is not understood properly by the listeners.
Many people switch off their radio or transistor sets when it is the time for
commercials or advertisements.

5. Television Advertising:
Television is the fast growing medium of advertisement because of huge
expansion of electronic media and cable network. It makes its appeal
through both the eye and the ear. Products can be demonstrated as well
as explained as in film advertisement. Advertising may take the form of
short commercials and sponsored programmes.

Advantages of T.V. as a medium of advertising are as follows:

(i) T.V. advertisement is very effective since it combines spoken words and
visual presentation of the product.
(ii) It helps in selective advertisement. A trader can advertise his products
in those areas from where he wants to attract the customers.
(iii) The message is conveyed to the customers at their homes.
(iv) T.V. advertisements reach even the illiterate people.
(v) T.V. has a very wide reach through satellites and so can be used for the
promotion of consumer goods.

T.V. as a medium of advertisement has the following drawbacks:

(i) It is a costly medium of advertisement. Small firms cant afford it.
(ii) It can cover only those who possess television sets.
(iii) It can be adopted only in the countries having transmission facilities.
(iv) Many people switch off their T.V. sets or dont watch the T.V. when

6. Direct Mail Advertising:

Direct mail is probably the most selective of all the advertising media. It is
used to send the message directly to the selected people. For this purpose,
the advertiser has to maintain a list which can be expanded or contracted
by adding or removing names from the list. Advertisements that are sent by
direct mail may be in the form of circular letters, leaflet folders,
calendars, booklets and catalogues.

The merits of direct mail advertising are as under:

(i) Mail advertising has a personal appeal since it is addressed to a
particular person.
(ii) It maintains secrecy in advertising. The competitors do not get the
information about the advertised material.
(iii) It gives flexibility in advertising. The message can be changed
whenever the need arises. The mailing list can also be revised whenever
the need arises.
(iv) It gives an opportunity to the advertiser to provide detailed and
illustrated information about the product to the prospects.

The demerits of direct mail advertising are given below:

(i) The coverage of direct mail advertisement is limited.
(ii) It is not possible to get the names and addresses of all the prospects
whom the advertisement material should be sent by mail.
(iii) Its effectiveness is doubtful as it does not create a mass appeal.

7. Internet Advertising:
It is the most recent advertising medium. It is an
interactive medium and can deliver message more
effectively.

The advantages of internet advertising are as follows:

(i) It is not very expensive.
(ii) Dramatization of message is possible.
(iii) It is an interactive media where two-way
communication is possible.

The drawbacks of internet advertising are as follows:

(a) It has limited reach.
(b) Being a new medium, the users are very few in
number

THANK
YOU!