Advertising

NTRODUCTION Adverting is only one element of the promotion mix, but it often considered prominent in the overall marketing mix design. Its high visibility and pervasiveness made it as an important social and encomia topic in Indian society. Concept of Advertising Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. While now central to the contemporary global economy and the reproduction of global production networks, it is only quite recently that advertising has been more than a marginal influence on patterns of sales and production. The formation of modern advertising was intimately bound up with the emergence of new forms of monopoly capitalism around the end of the 19th and beginning of the 20th century as one element in corporate strategies to create, organize and where possible control markets, especially for mass produced consumer goods. Mass production necessitated mass consumption, and this in turn required a certain homogenization of consumer tastes for final products. At its limit, this involved seeking to create world cultural convergence, to homogenize consumer tastes and engineer a convergence of lifestyle, culture and behaviors among consumer segments across the world Definition of Advertising The word advertising originates from a Latin word advertise, which means to turn to. The dictionary meaning of the term is to give public notice or to announce publicly. Advertising may be defined as the process of buying sponsor-identified Media space or time in order to promote a product or an idea. The American Marketing Association, Chicago, has defined advertising as any form of non- personal presentation or promotion of ideas, goods or services, by an identified sponsor. The basic objectives of advertising programme: (i) To stimulate sales amongst present, former and future consumers. It involves a decision regarding the media, e.g., TV rather than print. (ii) To communicate with consumers. This involves decision regarding copy (iii) To retain the loyalty of present and former consumers. Advertising may be used to reassure buyers that they have made the best purchase, thus building loyalty to the brand name or the firm.

(iv) To increase support. Advertising impliedly bolsters the morale of the sales force and of distributors, wholesalers, and retailers;it thus contributes to enthusiasts and confidence attitude in the organizational. : (v) To project an image. Advertising is used to promote an overall image of respect and trust for an organization. This message is aimed not only at consumers, but also at the government, shareholders, and the general public