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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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