ADVERTISING
PRINCIPLES AND PRACTICE
INTRODUCTION
• The word advertising comes from the Latin word "advertere,"
which means "to turn the minds toward."
• According to William J. Stanton, "Advertising includes all the
activities used to show a paid, non-personal message to an
audience about a product or organization, clearly identified by the
sponsor."
Advertising is a way for businesses to share information with current
and potential customers. It usually tells people:
• What the product is,
• What makes it special,
• Where it can be found or bought,
• And who is selling it.
Advertising is helpful for both buyers and sellers, but it is especially
important for sellers. In today’s world of mass production, businesses
can’t rely only on personal selling — they need advertising to reach
large numbers of people.
Advertising is now more important than ever because of:
• Tough market competition,
• Fast-changing technology,
• And shifting customer tastes and trends.
DEFINITIONS OF
ADVERTISING
American Marketing Association has defined advertising as “any
paid form of non-personal presentation of ideas, goods, and
services by an identified sponsor”.
According to Webstar, “Advertising is to give public notice or to
announce publicity”.
According to Gardner, “Advertising is the means of
mass selling that has grown up parallel with and has
been made necessary to mass production”.
FEATURES OF
• Communication - Advertising is a means of mass communication
ADVERTISING
reaching the masses. It is a non-personal communication because it
is addressed to a large audience.
• Information - Advertising informs the buyers about the benefits
they would get when they purchase a particular product. However,
the information given should be complete and true.
• Persuasion - The advertiser expects to create a
favourable attitude which will lead to favorable
actions. Any advertising process attempts at
converting the prospects into customers. It is thus an
indirect salesmanship and essentially a persuasion
technique.
• Profit Maximisation - True advertising does not attempt at
maximising profits by increasing the cost but by promoting the sales.
This way It won‟t lead to increase the price of the product. Thus, it
has a higher sales approach rather than the higher-cost approach.
• Non-Personal Presentation - Salesmanship is personal selling
whereas advertising is non-personal in character. Advertising is not
meant for anyone individual but for all. There is absence of personal
appeal in advertising.
• Consumer Choice - Advertising facilitates consumer
choice. It enables consumers to purchase goods as
per their budget requirement and choice. Right choice
makes consumer happy and satisfied.
• Identified Sponsor - A sponsor may be an individual or a firm who
pays for the advertisement. The name of reputed company may
increase sale or products. The product gains a good market presence
due to its association with a reputable corporate body.
• Art, Science and Profession - Advertising is an art because it
represents a field of creativity. Advertising is a science because it has
a body of organized knowledge. Advertising is now a profession, with
its own professional bodies and code of conduct for its members.
• Element of Marking Mix - Advertising is an
important element of promotion mix. Advertising has
proved to be of great utility to sell goods and services.
Large manufactures spend crores of rupees on
advertising.
• Element of Creativity - A good advertising campaign
involves lot of creativity and imagination. When the
message of the advertiser matches the expectations of
consumers, such creativity makes way for successful
campaign.
HISTORY OF
ADVERTISING
• The Babylonian and Egyptian Age
• The Greek and Roman Empires
• The Era of the French Rule
• The Age of Development of the 19th
Century
• The Age of research and development
THE BABYLONIAN
AND EGYPTIAN AGE
• Historically speaking, the Babylonian society had been in
existence since 3000 BC. It had left behind traces of
activities that involve advertising. This is evidenced by clay
sculptures that show medicine peddlers and cobblers
advertising their respective trades.
• The history of Egyptian adverting has led archaeologist to
discover inscriptions on papyrus, which advertised missing
slaves.
THE GREEK AND
ROMAN EMPIRES
• Advertising developed through barter trade.
• During the Greek and Roman empires there was one form
of advertising carried our by the town criers., they were
responsible for informing the people of particular product
and services with the main aim of increasing sales for their
sponsors
THE ERA OF THE
FRENCH RULE
• In 1141, the town crier received royal recognition, when the
French King Louis VII presented and exclusive charter to a
group of town criers to work in the berry territory. Besides the
task for announcing various goods and services, there town
criers also gave samples of certain product to potential users.
THE AGE OF
DEVELOPMENT OF THE
19TH CENTURY
• Development of printing technology in the 19th Century.
• The invention of the printing machine resulted in the
introduction of the advertising distribution card that was
distributed by sponsors to advertise their respective
product and services.
THE AGE OF RESEARCH
AND DEVELOPMENT
• As technology advanced, advertising shifted from
traditional print to digital platforms. The digital
advertising process usually starts with creating an ad
using text, images, or videos.
• The ad is then posted online through platforms like
Google, Facebook, or Instagram.
• This made advertising more personal, faster, and more
effective in reaching the right audience.
TYPES OF
ADVERTISEMENTS
• Types of Advertisements
• Consumer Advertising
• Business advertising
• International Advertising
• District advertising
• Print Advertising
• Broadcast advertising
• Direct mail Advertising
• Outdoor advertising
PURPOSE OF
ADVERTISING
Informative Advertising:
• Creates awareness of brands, products, and services.
• Announces new products and educates about benefits.
Persuasive Advertising:
• Convinces consumers that a company’s product is the best.
• Aims to influence action: switch brands, try new, or stay loyal.
Reminder Advertising:
• Reminds consumers of the need for a product/service.
• Reinforces features, benefits, and brand loyalty
ADVANTAGES OF
ADVERTISING
• Builds credibility & legitimacy for organizations.
• Creates a sense of quality & permanence.
• Allows repetition → improves recall.
• Can use emotions, drama, humor, symbols to engage.
• Helps in brand building → builds rational & emotional
connections.
• Digital ads allow tracking behavior, interests, preferences.
• Potential to go viral if entertaining.
DISADVANTAGES OF
ADVERTISING
• Costly, especially TV ads (production + airtime).
• Ad clutter → consumers ignore ads easily.
• Short-lived impressions (people forget quickly).
• Difficult to measure impact directly on behavior.
• One-way communication: little consumer feedback.
• Digital ads can still be ignored in a crowded space.
MEDIA PLANNING
FOUR STAGES
• State media objectives
• Evaluate media options
• Select and implement choices
• Determine budget
Measures:
• Reach = how many people see it
• Frequency = how often people see it
• Continuity = timing (steady vs seasonal vs mixed)
Media Options:
• TV = high impact, but expensive
• Radio = flexible, cheap, but fleeting
• Newspapers/Magazines = declining but still useful in niches
• Display Ads (billboards, posters) = creative, but limited
geography
• Online Ads = targeted, measurable, cheap, but high clutter
Scheduling:
• Continuous = steady all year
• Flighting = bursts during certain seasons/events
• Pulsing = steady + occasional spikes
AD ELEMENTS
• Visual: imagery, style, emotions conveyed.
• Headline: main hook, grabs attention.
• Subhead: adds extra detail (smaller text).
• Body Copy: main message, information.
• Call to Action (CTA): encourages response (buy now, visit site).
• Brand Elements: name, logo, tagline, hashtags, links.
THANK YOU
