What is Advertising? B.Com 6th sem. Notes
Today we will learn about Advertising, features of advertising, roles of advertising and importance of advertising
1. What is Advertising ?
“Advertising is any paid form of non – personal presentation and promotion of ideas , goods or services by an identified sponsor.”
– American Marketing Association
2. Features of Advertising
– Mass communicated media
– Identified sponsor
– Ideas, goods and services
3. Role of Advertising
a. Marketing Role
helps in building and sustenance of the brand
facilitates segmentation , targeting, positioning of the offerings of the marketers
helps in generation of revenues & profits
b. Communication Role
It is the form of mass communication
It informs and also create an image that goes beyond the straight forward facts .
c. Economic Role
Create demand by making people aware of new products and new uses of existing products
d. Societal Role
It helps the buyers by informing them about the new products , which may be improvement over the existing their products, thereby improving their standard of living.
4. What do you mean by Publicity ?
When third party communicates about an organizations product, the result is publicity for the said product.
5. Difference b/w advertising and publicity.
|Source||Message originates form the advertiser/ sponsor||originates form the media|
|Sponsor||Identity of the sponsor is clearly known||Identity of the sponsor is not clearly known|
|Control||Sponsor has entire control over the contents and timing of the message||media has control over the contents and timing|
|Nature of message||persuasive message||informative message|
6. Importance of Advertising
* To Busines :
Introduction to new products
Economies of scale
* For Consumer :
* Middlemen :
Low cost of Business Doing
moe of communication
* Society :
Encourage art and creativity
Stimulate research and development
incentive to progress
creates social awareness
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