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INTRODUCTION

It has been wrongly assumed that the advertising function is of recent origin. Evidencessuggest

that the Romans practiced advertising; but the earliest indication of its use in this countrydates

back to the midd le Ages, wh en the use of the su rname indicated a mans occupation.

Thenex t s tage in t he evo lu t ion o f adver t i s ing was the use o f s igns as av i s ua l exp r es s i on o f t he t r ades man s f unc t i on and a means o f l oca t i ng t hesou rce of goo ds. Thi s met ho d i s s t i l l in common use. The seller in primitive

times relied upon his loud voice to attract attention andinform consumers of theavailability of his services. If there were many competitors, he relied up on hi s ow n

persona l magne t i sm to a t t r ac t a t t en t ion to h i s merchand ise . Of ten i t

becamenecessary for him to resort to persuasion to pinpoint the advantages of hisproducts . Thus, theseller was doing the complete promotion job himself.Development of

retail stores, made the traders to be more concerned about attracting business.

Informing customers of the availability of supplies was highly important. Some typesof outs ide

promotion were necessary. Signs on stores and in prominent places around the

ci tyand notices in printed matters were sometimes used.When customers were finally attractedto the store and satisfied with the service at leastonce, they were still subjected to

competitive influences; therefore, the merchants signs andadvertisements remindedcustomers of the continuin g avai labilit y of his s ervices. Sometimes traders would talk

to present and former customers in the streets, or join social organizations inorder to have

continuing contacts with present and potential customers.As the markets grew larger andthe number of customers increased, the importance of attracting them also

grew. Increasing reliance was placed on advertising methods of informingabout the

ava i lab i l i ty o f the p roduc ts . These adver t i s ing methods were more

economica li nr e a c h i n g l a r g e n u m b e r s o f c o n s u m e r s . W h i l e t h e s e a d v e r t i s i n g m

e t h o d s w e r e u s e f u l f o r informing and reminding and reminding, they could

not do the whole promotional job . Theywere used only to reach each consumer personally.

The merchant still used personal persuasiononce the customers were attracted to his store.Theinvention of hand press increased the potentialities of advertising. By Shakespearestimes,

posters had made their appearance, and assumed the function of fostering demand

for

existing products. Another important event was the emergence of the pamphlet as an

advertisingmedium. The early examples of these pamphlets disclose their sponsorship bycompanies want togenerate goodwill for their activities. The low cost of posters and handbills

encouraged a number of publishers to experiment with other methods.

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RESEARCH OBECTIVES

To study types of advertisements.

To study effectiveness of advertisements i.e. on sales, profitability.

To study the perception of consumers towards the product due to advertisement.

To find the ways to make it more effective.

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HISTORY OF ADVERTISEMENTArchaeologists have found evidence of advertising dating back tothe 3000s BC, amongthe Babylonians. One of the first known methods of

advertising was the outdoor display, usuallyan eye-catching sign painted onthe wall of a building. Archaeologists have uncovered

manysuch sign s,

notably in the ruins of ancient Rome and Pompei i . An outdoor a

dvert isementexcavated in Rome offers property for rent, and one foundpainted on a wall in Pompeii calls theattention of travelers to a tavern situated in

another town.In medieval times word-of-mouth praise of products gave

rise to a simple but effectiveform of advertising, the use of so-called

town criers. The criers were citizens who read publicnotices aloud and

were also employed by merchants to shout the praises of their wares.Later they became familiar figures on the streets of colonial American

settlements. The town crierswere forerunners of the modern announcer who

delivers radio and television commercials.Although graphic forms of

advertising appeared early in history, printed advertising madelittle headway

until the invention of the movable-type printing press by German printer

JohannesGuten berg abou t 145 0. T his inve ntion made the mass d is

t r ibu tion o f pos t er s and c i rcu la r s pos s ib l e . The f i r s t adv e r t i s

e m e n t i n E n g l i s h a p p e a r e d i n 1 4 7 2 i n t h e f o r m o f a h a n d b i

l lannouncing a prayer book for sa le . Two hundred years la ter ,the first newspaper ad was published offering a reward for the

return of 12 stolen horses. In the American colonies, theBoston News-Letter,

the first regularly published newspaper in America, began carrying ads

in1704, and about 25 ye ars later Benjamin F ranklin made ads

mo re read ab le by us in g la rge headlines.In the United States, the

advertising profession began in Philadelphia, Pennsylvania,

in1 8 4 1 w h e n V o l n e y B . P a l m e r s e t u p s h o p a s a n a d v e r t i s in g a g e n t , t h e f o r e r u n n e r o f t h e advertising agency. Agents contracted

with newspapers for large amounts of advertising space atdiscount rates andthen resold the space to advertisers at a higher rate. The ads themselves

werecreated by the advertisers. In 1869 Francis Ayer bought out Palmer

and founded N. W. Ayer &Son, an agency that still exists today. Ayer

transformed the standard agent practice by billing

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advertisers exactly what he paid to publishers plus an agreed upon

commission. Soon Ayer wasnot only selling space but was also conducting

market research and writing the advertising copy.Advertising agenciesinitially focused on print. But the introduction of radio created

anew opportunity and by the end of the 1920s, advertising

had established itself in radio to suchan extent that advertisers were

producing many of their own programs. The early 1930s usheredin dozens

of radio dramatic series that were known as soap operas because they were

sponsored by soap companies.Television had been introduced in

1940, but because of the high cost of TV sets and thelack of

programming, it was not immediately embraced. As the American

economy soared in the1950s, so did the sale of TV sets and the advertisingthat paid for the popular new shows. SoonTV far surpassed radio as an

advertising medium.The tone of the advertising was also changing. No

longer did advertising simply presentthe product benefit. Instead it began

to create a product image. Bill Bernbach, founder of DoyleDane

Bernbach in New York City; Leo Burnett, founder of the Leo

Burnett agency in

Chicago,I l l i n o i s ; a n d D a v i d O g i l v y , f o u n d e r o f O g i l v y &

Ma th er in New Yo rk Ci ty , a l l ca me to prominence in thelate 1950s and 1960s and led what has been called the 'creative

revolution.'Bernbach's agency captured the spirit of the new age.

Bernbach believed that advertising had to be creat ive and artistic or it

would bore people. He also believed that good advertising

beganw i t h r e s p e c t f o r t h e p u b l i c ' s i n t e l l i g e n c e . T h e a d s

h i s ag e n c y c r ea t e d w e r e u n d e r s t a t e d , sophisticated, and witty

For example , when Bernbach ' s agency p icked up the account for the

Henry S . LevyBakery in Brooklyn, a borough of New York City, the agency

created an ad that entertained NewYorkers and provided fodder for many

conversations. The ad showed a Native American eating aslice of the bakery's rye

bread with the headline, 'You don't have to be Jewish to love Levy's.' Butit was the

adver t i s ing for Volkswagen tha t made the agency ' s reputa t ion . At a

t ime whenAmerican cars were getting bigger and bigger and the advertising for

them trumpeted that bigger wa s be tt er , Do yl e Dan e Be rn ba ch cr ea te d a

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magaz ine ad tha t showed a smal l p ic ture of theVolkswagen Bee t le

surrounded by a sea of whi te space wi th the headl ine , ' t h i nk s m a l l . '

A n

equally unconventional ad carried the headline 'lemon' beneath a photo

of an apparently flawedVolkswagen. The ad's copy explained that 'thisVolkswagen missed the boat. The chrome str ipon the glove compartment is blemished

and must be replacedWe pluck the lemons; you get the plums.' In an era of hype and

bombast, the Volkswagen ads stood out because they admittedfailure in a witty

way and gave facts in a believable manner that underlined the car's

strengths.This wit together with a conversational and believable style was a

hallmark of the advertisingcreated by Doyle Dane Bernbach and that style became highly

influential.The cre at iv e f ound at i on esta bl i shed by Bern bach and othe rs h as

be en cr it ic al to th esuccess of contemporary advertising. The introduction of

the TV remote control and access tohundreds of cable channels mean that today

advertising must interest and entertain consumers or else they will simply use the remote to

change the channel. New digital devices even threaten tomake it possible to edit out

commercials. The development of interactive television, combiningthe functions of a

computer with access to h igh-speed transmission over cable li nes or opticalfibers,

will likely enable consumers to select from a vast video library. Consumers will be

able todetermine not only when they watch something, but also, to a greater

extent than ever before,what

they will watch. Some industry observers believe that as consumers gain greater

controlover their viewing activities, they will find it easier to avoid advertising

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DEFINITION OF ADVERTISING

The word advertising originates from a Latin word advertise, which means

to turn to. Thedictionary meaning of the term is to give public notice or to

announcepublicly.Advertising may be defined as the process ofbuying 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 ofnon-personal presentation or

promotion of ideas, goods or services, by an identified sponsor.What Advertisement Is?

Advertisement is a mass communicating of information intended to

persuade buyers to byproducts with a view to maximizing a companys

profits.The elements of advertising are:(i) It is a mass communication

reaching a large group of consumers.(ii) It makes mass productionpossible.(iii) It is non-personal communication, for it is not

de li ve re d by an ac tu al pe rs on , no r is it addressed to a specific

person.(iv) It is a commercial communication because it is used to

help assure the advertiser of a long business life with profitable

sales.(v) Advertising can be economical, for it reaches large groups of

people. This keeps the cost per message low.(vi) The communication is

speedy, permitting an advertiser to speak to millions of buyers in

amatter of a few hours.(vii) Advertising is identified communication. The

advertiser signs his name to his advertisementfor the purpose ofpublicizing his identity.

What is Included in Advertising?

(i) The information in an advertisement should benefit the buyers.

It should give them a moresatisfactory expenditure of their rupees.7

(ii) It should suggest better solutions to their problems.(iii) The content of

the advertisement is within the control of the advertiser, not the

medium.(iv) Advertising without persuasion is ineffective. The

advertisement that fails to influenceanyone, either immediately or inthe future, is a waste of money.(v) The function of advertising is to

increase the profitable sales volume. That is, advertising expenses

should not increase disproportionately.Advertising includes the following forms of messages

: The messages carried in-

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Newspapers and magazines;

On radio and television broadcasts;

Circular of all kinds, (whether distributed by mail, by person,

thorough tradesmen, or byinserts in packages);

Dealer help materials,

Window display and counterdisplay materials and efforts;

Store signs, motion pictures used for advertising,

Novelties bearing advertising messages and Signature of the advertiser,

Label stags and other literature accompanying the merchandise.What is excluded from Advertising?

Advertising is not an exact science. An advertisers circumstances are

never identical with

thoseof anot her; h e cannot predict with accu racy wh at resu lts

hi s fut ure adv ert is ing eff or ts wi ll produce.(i) Advertising is not

a game, because if advertising is done properly, both the buyer and

theseller benefit from it.(ii) Advertising is not a toy. Advertiser cannot

afford to play with advertising. Advertising fundscome from sales revenue

and must be used to increase sales revenue.(ii i) Advertisements are not

designed to deceive. The desire and hope for repeat sales insures

ahigh degree of honesty in advertising.8

The activities excluded from advertising are:

The offering of premiums to stimulate the sale of products;

The use of exhibitions and demonstrations at fairs, show and conventions;

The use of samples and activities, involving news releases and the

activities of personalselling forces;

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The payment of advertising allowances which are not used for advertising;

The entertainment of customersAdvertising Objectives

Each advertisement is a specific communication that must beeffective, not just for onecustomer, but for many target buyers. This

means that specific objectives should be set for each particular

advertisement campaign. Advertising is a form of promotion and like a

promotion; theobjectives of advertising should be specific. This

requires that the target consumers should

bespecif ical ly identif ied and that the effect which advert isin

g is in ten ded to hav e upon th econsumer should be clearly indicated.

The objectives of advertising were traditionally stated interms of direct

sales. Now, it is to view advertising as having communication objectivesthat seek to inform persuade and remind potential customers of the

worth of the product. Advertisingseeks to condition the consumer so

that he/she may have a favourable reaction to the promotionalmessage.

Advertising objectives serve as guidelines for the planning and

implementation of theentire advertising programme.The basic objectives of an advertising programme may be listed as below:

(i) To stimulate sales amongst present, former and future

consumers. It involves a decisionregarding 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.9

(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 attitudein the organizational. :(v)

To project an image. Advertising is used to promote an overall image of

respect and trust for an or ga ni za ti on . Th is mess ag e is aimed no t

on ly at con su mer s, bu t als o at the g ov ern men t, shareholders, and

the general public.Importance of Advertising

Generally, advertising is a relatively low-cost method of conveying selling

messages tonumerous prospective customers. It can secure leads for

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salesmen and middlemen by convincingreaders to request more

information and by identifying outlets handling the product. It can

forcemiddlemen to stock the product by building consumer interest. It can

help train dealers salesmenin product uses and applications. It can

build dealer and consumer confidence in the companyand itsproducts by building familiarity.

Advertising is to stimulate market demand

. Whilesometimes advertising alone may succeed in achieving

buyer acceptance, preference, or evendemand for the product, it is

seldom solely relied upon. Advertising is efficiently used with

atleast one other sales method, such as personal selling or point -of-

purchase display, to directlymove customers to buying

action.Advertising has become increasingly important to business

enterprises both largeandsmall . Outlay on advert ising certainly is the vou cher. No

n-business enterprises have alsorecognized the

importance of advert ising. The at tempt by army recrui tment

is bases on asubstant ial advert ising campaign, st ressing the

adv anta ges of a mi lit ary car eer. The hea lth department

popularizes family planning through advertising Labour organizations have

also usedadvertising to make their viewpoints known to the public

at large. Advertising assumes realeconomic importance too.Advertising strategies that increase the number of units sold

stimulateeconomies in the production process. The production cost per unit

of output is lowered. It in turnleads to lower prices. Lower consumer

prices then allow these products to become available to more people.

Similarly, the price of newspapers, professional sports, radio and TV

programmes,and the like might be prohibitive without advertising. In short,

advertising pays for many of theenjoyable10

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(ii) It should suggest better solutions to their problems.(iii) The content of the

advertisement is within the control of the advertiser, not the medium.(iv)

Advertising without persuasion is ineffective. The advertisement thatfails to influenceanyone, either immediately or in the future, is a waste of

money.(v) The function of advertising is to increase the profitable sales

volume. That is, advertisingexpenses should not increase disproportionately.Advertising includes the following forms of messages

: The messages carried in-

Newspapers and magazines;

On radio and television broadcasts;

Circular of all kinds, (whether distributed by mail, by person, thoroughtradesmen, or byinserts in packages);

Dealer help materials,

Window display and counterdisplay materials and efforts;

Store signs, motion pictures used for advertising,

Novelties bearing advertising messages and Signature of the advertiser,

Label stags and other literature accompanying the merchandise.What is excluded from Advertising?

Advertising is not an exact science. An advertisers circumstances are never

identical with

thoseof anot her; h e cannot predict with acc uracy wha t resu lts hi s

fu tu re ad ve rt is in g ef fo rt s wi ll produce.(i) Advertising is not agame, because if advertising is done properly, both the buyer and

theseller benefit from it.(ii) Advertising is not a toy. Advertiser cannot afford to

play with advertising. Advertising fundscome from sales revenue and must be

used to increase sales revenue.(iii) Advertisements are not designed todeceive. The desire and hope for repeat sales insures a

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The activities excluded from advertising are:

The offering of premiums to stimulate the sale of products;

The use of exhibitions and demonstrations at fairs, show and conventions;

The use of samples and activities, involving news releases and the activities

of personalselling forces;

The payment of advertising allowances which are not used for advertising;

The entertainment of customersAdvertising Objectives

Each advertisement is a specific communication that must be effective, not

just for onecustomer, but for many target buyers. This means that specific objectivesshould be set for each particular advertisement campaign. Advertising is a form of

promotion and like a promotion; theobjectives of advertising should be specific.

This requires that the target consumers should

bespec i f ica l ly ident i f ied and tha t the e f fec t which adver t i s ing i s in t

ended to have upon theconsumer should be clearly indicated. The objectives of

advertising were traditionally stated interms of direct sales. Now, it is to view

advertising as having communication objectives that seek to inform persuade and

remind potential customers of the worth of the product. Advertising seeks to

condition the consumer so that he/she may have a favourable reaction to the

promotionalmessage. Advertising objectives serve as guidelines for the planning andimplementation of theentire advertising programme.The basic objectives of an advertising programme may be listed as below:

(i) To stimulate sales amongst present, former and future consumers.It involves a decisionregarding 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

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