Meaning of Advertising
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Meaning of Advertising

Meaning of Advertising Large-scale production of goods and services requires mass selling. Advertising is the most popular method to generate mass selling. Advertising includes all the activities required to prepare advertisements and disseminate them among the prospective customers so as to induce action in accordance with the intent of the advertiser. Advertising involves dissemination of information concerning a product, service or an idea to induce action in accordance with the intent and purpose of the advertiser.

In order to create demand and increase sales, business firms- use\several methods such as -advertising, sales promotion, personal selling and publicity. All these methods are collectively known as promotion. According to the American Marketing Association, promotion is: "the personal or impersonal process of assisting and persuading a prospective customer to buy a commodity or service or to act favorably upon an idea that has commercial significance to the-seller”.

Meaning of Advertising

Large-scale production of goods and services requires mass selling. Advertising is the most popular method to generate mass selling.

Advertising includes all the activities required to prepare advertisements and disseminate them among the prospective customers so as to induce action in accordance with the intent of the advertiser. Advertising involves dissemination of information concerning a product, service or an idea to induce action in accordance with the intent and purpose of the advertiser,

The main features of advertising are as follows:

• It is impersonal form of presentation or promotion of products, services or ideas. There is no face to face contact with the customers.

• Advertising is paid form of communication. The advertisements are communicated through various advertising media and the advertiser has to pay for the space or time hired to the owner a media.

• It is issued by an identified sponsor. The advertisement contains the name of the advertiser.

• Advertising is a form of mass communication and the message is directed to a large number of persons simultaneously.

• Advertising is different from publicity which refers to communication of non-sponsored commercially significant information about an organization or its products and service through non-personal media;

Difference between Advertising and publicity

In case of Advertising the sponsors is an identified person while in publicity the sponsors may not be identified. Sponsor pay for advertising but in case of publicity it may not be directly paid by the sponsor. Advertising is always impersonal while publicity can be personal as well as impersonal. Advertising is carried out with the sole objective of stimulating and creating demand for production or service while publicity is carried out with the purpose of creating favorable public opinion about the organization and its activities. Advertising has a commercial value whereas publicity may not always have a commercial value.

 

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