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What Is Advertising?: According To William J. Stanton, "Advertising Consists of All The Activities

The document defines advertising as a paid form of non-personal communication used to promote products, services, or ideas to consumers. Advertising aims to inform consumers about offerings and motivate them to purchase through various media like TV, print, radio, and digital platforms. The objectives of advertising include preparing for new products, increasing demand, educating consumers, building brand image and loyalty, facing competition, and supplementing salespeople's efforts.

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2K views5 pages

What Is Advertising?: According To William J. Stanton, "Advertising Consists of All The Activities

The document defines advertising as a paid form of non-personal communication used to promote products, services, or ideas to consumers. Advertising aims to inform consumers about offerings and motivate them to purchase through various media like TV, print, radio, and digital platforms. The objectives of advertising include preparing for new products, increasing demand, educating consumers, building brand image and loyalty, facing competition, and supplementing salespeople's efforts.

Uploaded by

Jyoti
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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What is Advertising?

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. The term
“advertising” has been defined by many eminent authors as –

According to William J. Stanton, “Advertising consists of all the activities


involved in presenting to a group, a non-personal, oral or visual, openly spon-
sored 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 pre-


sentation of ideas, goods and/or services for the purpose of inducing people to
buy”.

According to American Marketing Association, “Any paid form of non-per-


sonal presentation and promotion of ideas, goods and services, by an identified
sponsor. The medium used are print broadcast, and direct”.

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’ in his book Marketing Management.

Advertising Examples:

We are surrounded by advertisements. From TV to our mobile phones, we encounter


advertisements everywhere. Following are a few examples of advertising.
TV Advertisements Example

Coca-Cola’s ‘I’d like to buy the world a Coke’, aired in 1971, is the world’s most
famous TV advertisement.

Digital Advertisements Example

Digital advertisements are advertisements made especially for the internet and digital
devices users. These ads can be video, image, or text ads.

The digital video ads aren’t restricted to a 30-second or 50-second slot. An example of
a digital video ad is this advertisement by Airbnb.

Objectives of Advertising:
The objective of advertising is nothing but to sale the product or idea or a
service. The real objective of advertising is to increase awareness among the
consumer about the seller’s product. According to Huigy and Mitchell, “The
purpose of advertising is to sell goods, services or ideas to a large group of
prospective purchasers.”

In simple words the following are the main objectives of advertising:

1. Preparing Ground for Sale of New Products:

Whenever a new product is introduced in the market, advertising becomes


necessary for informing potential consumers about the product. In this way,
advertising can be used for preparing ground for sale of new product.

For achieving this objective, various mass media like radio, television and
cinema are used by the advertisers.

2. Increasing Demand for the Product:

Another objective of the advertising is to increase the demand for the product.
Advertising helps in creating a favourable atmosphere for maintain or
improving sales of the product. By means of the advertising prospective
customers may be induced to buy a particular product by informing them about
comparative quality price and other attributes of the product. Thus, changing the
habits of the consumers so as to shift from a rival product.
3. Educating the Consumers:

One of the basic objectives of every advertising is to educate the consumer and
the users about the uses and utilities of the product. This helps the consumers
and users in making good choice.

4. Building up Brand Image:

Another objective of advertising is to build up brand image and brand loyalty


towards the product. This objective is achieved through constant and repeated
advertising about the brand.

5. Facing the Competition:

One of the basic objectives of advertising is to help the marketer to face the
existing competition effectively and efficiently. The marketers inform the
consumer about the price, quality and availability of product through
advertising.

6. Supplementing the Salesman:

The objective of advertising is also to assist the salesman’s efforts in increasing


the sales of the product. By means of educating customers about the product,
advertising reduces the work load of the salesman for selling the product.

Mathew’s, Buzzell and Frank had given the following objectives of the
advertising:

(a) To make an immediate sale.

(b) To build primary market.

(c) To introduce a price deal.

(d) To inform about a product.

(e) To build brand recognition or brand insistence.

(f) To help salesmen by building an awareness of a product among retailers.

(g) To create a reputation for services, reliability or research strength.


(h) To increase market share.

(i) To modify existing product appeals and buying motives.

(j) To inform about the availability of new products or features or price.

(k) To increase the frequency of use of a product,

(l) To increase the number or quality of retail outlets,

(m) To build overall company image,

(n) To effect immediate buying action.

(o) To reach new areas or new segments of population within existing areas, and

(p) To develop overseas.

Functions of Advertising:

For many firms advertising is the dominant element of their promotion mix. It is
particularly true in the case of producers producing convenience goods like –
detergent, toilet soaps; soft drinks etc. However, in recent times the use of
advertising is continuously increasing in case of shopping and speciality goods
too, as we see in case of automobiles; home appliances etc. Huge advertising is
done by the marketers to introduce a new product and show its features to the
target audience.

Advertising can also be used to convince the potential buyers that firm’s goods
or services are superior to that of the competitor’s goods or services in terms of
quality, quantity or price. It also creates a brand image in the mind of the
customer and make them loyal towards the firm’s goods or services.

Advertising generally performs the following functions:

i. Promotion of firm’s goods and services and thereby increasing sales of the
firm.

ii. Creating awareness in the potential buyer about the new product.

iii. Creating a favourable public image and thereby brand image in the market.
iv. Mass production facilities and thereby optimum utilization of resource of the
firm.

v. Providing supportive roles to other promotional measures.

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