Meaning of Advertising
Advertising is an activity of attracting public attention to a product or
business , through paid advertisements in print, broadcast or electronic media.
Advertising is a paid form of
nonpersonal message communicated through the various media by industry ,
business, nonprofit organizations , or individuals . Advertising is persuasive
and informational and is designed to influence the purchasing behavior and / or
thought patterns of the audience . Advertising is a marketing tool and can be
used in combination with other marketing tools , such as sales promotions,
personal selling tactics , or publicity.
Definition of Advertising
Advertising is defined differently by different people, some of the definitions
are:
According to Richard Buskirk
, " Advertising is a paid form of nonpersonal presentation of ideas, goods
or services by an identified sponsor . "
According to Wheeler ,
"Advertising is any paid form of nonpersonal presentation of ideas, goods
or services in order to induce people to buy. "
According to William J.
Stanton , "Advertising consists of all activities involved in the
presentation to a group , you are paid a message impersonal , oral or visual ,
sponsored openly about disseminated through one or more media and by an
identified sponsor . "
objectives of advertising -
the real purpose of advertising is effective communication between producers
and consumers , in order to sell a product , service or idea. The main
objectives of advertising are:
informative
Objective of advertising is
to inform your target audience / customers about the introduction of new
products, updates or changes to existing products or changes related to the
product , information on new offerings and plans. Informative advertising aims
to develop initial demand for a product. Promoting a new entry in the market
tends to pursue this goal because the success of marketing at this stage often
depends just announced the availability of the product. Thus, informative
advertising is common in the introduction stage of the life cycle of the
product.
persuasive
Objective of advertising is
to increase demand for existing products , persuading new client for the first
time purchase and repurchase existing customers . Persuasive advertising aims
to increase the demand for an existing product. Persuasive advertising is a
competitive type of proper promotion to the growth stage and the first part of
the maturity stage of product life cycle .
reminder
The purpose of advertising is
to remind customers of the existence of products and promotional activities in
progress. Reminder advertising strives to reinforce previous promotional
activities , keeping the name of a product to the public. Is common in the last
part of the mature stage and during the descent phase of the product life cycle
.
Mathews , Buzzell , Levitt
and Frank have listed some of the specific objectives of advertising.
• To make an immediate sale .
• To increase primary demand
.
• To enter a price agreement
.
• To build brand recognition
or brand insistence .
• To help build salesman by
an awareness of a product among retailers .
• To create a reputation for
service, reliability and research strength .
• Increase market share.
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