Explore topic-wise InterviewSolutions in .

• Outdoor advertising : 

Outdoor advertising is done to attract the attention of the people at busy roads and the markets. It includes posters & hoardings, sign boards, etc. 

•  Press advertising or print media : 

Press advertising is advertising done through newspapers, magazines, etc. It is commonly used by modern businessmen. 

• Magazines and Journals : 

Advertisements published in weekly, monthly, annual magazines are known as Magazine Advertisements. 

•  Audio and Visual advertising : 

The main forms of this type of advertising are radio advertising, television advertising, etc. 

•  Purchase point advertising : 

Diaries, key chains, pen holders, etc. are offered as presents to potential customers to advertise certain products.

Advertisement is a non-personal presentation and promotion of ideas, goods and services of an identified sponsor.

1. To increase the sale of product. 

2. Create new customers.

• Information about new products : 

The main function of advertisement it to provide information about the new products entering the market. 

•  Creates new customers: 

The main concern of advertisement for any organisation is to create new customers and to retain the older ones. 

•  To educate / inform the consumers : 

To educate the customer about the product, its benefits and other useful information, advertisement is needed. 

•  Price change information : 

To make the customer aware about the price change of the product is also a function of advertisement.

In this, person-sized wearable bill board or advertisement consisting of two printed boards are strung together, so that they hang over the shoulders, thereby sandwiching the wearer.

Advertisement is a non-personal presentation and promotion of ideas, goods and services of an identified sponsor. It is regarded as a prominent tool of marketing. 

Objectives of Advertisement 

1. The main objective of advertisement is to increase the sales. 

2. It plays an important role in creating new customers. 

3. To overcome and face competition and to sustain demand. 

4. To enhance goodwill of the enterprise by promising better-quality products and services. 

5. To reach people inaccessible to salesmen, advertising is done.

1. Advertising is a very economical mode of communication. 

2. Advertising has a mass reach.

1. To Increase sales. 

2. To create new customers.

(d) All of these.

1. First objective of advertising is to create a desire for the product in the consumer’s mind to buy it.

2. The objective of advertising is to increase demand for the product.

•  Less Forceful : 

Advertisement is a non-personal form of communication. It is less effective for personal selling. 

•  Lack of Feedback : 

The evaluation of the effectiveness of advertisement message is very difficult as there is no immediate and accurate feedback mechanism of the message that is delivered. 

•  Inflexibility: 

Advertising is less flexible. 

•  Inferior goods : 

If the commodities are of inferior and cheaper quality, they can’t sustain for long in the market through advertising.

• Facing competition : 

Advertisement is an important means for facing competition. By creating brand loyalty, telling unique and new uses of product, sales promotion, etc. 

•  Support to Salesman : 

Advertisement simplifies the work of salesmen as the customers are already familiar with the product and its uses. 

• Retailers Interest : 

The increased goodwill and image of the firms giving effective and continuous advertisement of product, provides a sense of security and honour to the middlemen and salesmen because of which they are always ready to provide their services to such enterprises. 

•  Higher sales volume : 

Advertisement helps to increase demand, expand markets and enhance sales of existing products.

• Education to the consumers : 

Advertisement provides education and knowledge to consumers about new products and their diverse uses. 

• Saving time : 

A consumer can know easily about the availability, features, price, any scheme on product, etc. sitting back at home. 

• Convenience : 

Advertisement makes purchasing easier by reducing the time and effort evolved in shopping.

• Standard of living : 

Advertisement improves the standard of living of the people by providing variety and quality in consumption.

“Adverto” means “to turn attention towards something”. True.

(b) Non-personal.

Importance of Advertising : 

The modem age is the age of advertisement. In every sphere of life, influence and reflection of advertising can be seen. Therefore, it is not a social waste, but an investment. 

It offers several benefits: 

(1) Benefits to Businessmen/manufacturers. 

(2) Benefits to consumers. 

(3) Benefits to the middlemen. 

(4) Benefits to the society.

Let’s, explain all of these one by one : 

(1) Benefits to the Businessmen / Manufacturers : 

Advertisement is beneficial to the manufacturers and traders in the following ways:

•  Facing competition : 

Advertisement is an important means for facing competition. By creating brand loyalty, telling novel and new uses of product, sales promotion schemes, etc., it helps to maintain sales and market share. It enhances personal selling and sales promotion.

• Support to salesmen : 

Advertisement simplifies the work of salesmen as the customers are already familiar with the product and its uses.

• Higher profits : 

Rapid sales turnover, reduction in cost of production, etc. result in higher profits for the advertiser.

• Enhances goodwill : 

Advertisement helps in creating a good image of the firm and reputation for its product. A favourable image increases the capacity of the firm to survive competition and economic depression.

(2) Benefits to the Consumers : 

It is beneficial to the consumers for the following reasons :

• Education to consumers : 

Advertisement provides education and knowledge to consumers about new products and their diverse uses.

• Saves time : 

A consumer can know easily about the availability, feature, price, any scheme on product, etc. sitting back at home.

• Improves Standard of living : 

Advertisement improves standard of living of the people by providing variety and quality in consumption.

• Better quality: 

Advertisement creates confidence amongst buyers about the quality of advertised products. They get good quality goods and chances of cheating are reduced.

(3) Benefits to the Middlemen : 

Advertisements are beneficial to the middlemen in the following ways:

• Help In sales : 

Advertisement gives detailed information about price, quality, usage, instruction, etc. about a product, so a large sales-force is not required to make efforts to increase the sales.

• Lowers the risk : 

Due to constant advertising, describing the unique features and use of product, repeated buying is encouraged. Because of high sales turnover, dealer’s risk of unsold stock is reduced.

• Increase in profits : 

The middlemen automatically get the gains of goods advertised by the manufacturers. They don’t have to spend money in advertising. This results into savings in costs and increase in profits.

• End of unhealthy competition : 

The manufacturers offer incentives and commissions on the basis of quantity of goods bought by middlemen. These incentives encourage them to make more sales, and as a result, their income rises.

(4) Benefits to the Society : 

•  Advertisement reflects and provides glimpse of the lifestyle of a nation, thus promoting art and culture of the nation. 
•  Advertisement increases employment & job opportunities. 
•  Advertisement improves the standard of living of the people by providing better quality goods at reasonable price, giving maximum satisfaction to consumers. 
•  Advertisement stimulates research & development to develop new products and its new uses.

(a) Latin word “Adverto”.

1. Advertisement helps in educating the consumers about a product. 

2. Advertisement helps in improving the standard of living.

(c) Advertisement.

Advertisement is a form of paid communication.

By creating brand loyalty, telling novel and new uses of product, sales promotion, etc. advertisement helps to maintain sales and market share. It supplements personal selling and performs sales promotion.

1. Advertisement increases employment and job opportunities. 

2. Advertisement improves standard of living of the people.

1. Advertisement lowers the risk. 

2. Advertisement increase in profits as it boosts up the sales.

1. Means for facing competition. 

2. Helps in introducing new products in the market.

Advertisement.

1. It provide information about new products to the customers. 

2. It helps in creating demand for products.

(d) All of these

In this technique, the advertisers don’t say that they are the best from the rest, but they don’t deny it also.

• Contact with producers : 

The producers / marketeers advertise their products through different channels, so that middlemen can contact them for taking the product’s distribution agency. Similarly, wholesaler advertises the products, so that the retailers if interested, can contact them.  

• Helps in sales : 

Advertisement mentions the name of dealer / agent, wholesaler, etc. of the product, so the customers can directly approach these middlemen. 

• Lowers the risk : 

Due to constant advertising, describing the unique features and uses of products, repeated buying is encouraged. Adventure goods enjoy a ready market and little sales effort is required for selling them. Because of high sales turnover of advertised goods, dealer’s risk of unsold stock is reduced.

1. It is less forceful. 

2. Not suitable for seller market.

1. Advertisement reflects / provides glimpse of the lifestyle of a nation, thus promoting the art and culture of the nation. 

2. Advertisement increases employment and job opportunities. 

3. Advertisement improves the standard of living of the people by providing better quality goods at reasonable price, giving maximum satisfaction to consumers. 

4. Advertisement stimulates research and development to develop new products and new uses.

Advertisement is a non-personal presentation and promotion of ideas, goods services of an identified sponsor.

(a)  Identified.

1. Posters and hoardings. 

2. Vehicular displays.

The goods whose demand does not change along with the change in their price are said to have inelastic demand.

• Meaning of Advertisement : 

Advertisement is a non-personal presentation and promotion of ideas, goods and services of an identified sponsor. It is regarded as a prominent tool of marketing.

Definition of Advertisement : 

According to American Marketing Association, “Advertising means any paid non personal presentation and promotion of ideas, goods and services by an identified sponsor.”

According to Boyard O’ Wheeler : 

“Advertising is non-personal presentation of ideas, goods or services for the purpose of inducing people.”

Role of Advertisement in Growth and Expansion of Business

• Helpful in facing competition : 

Advertisement helps in fighting the cut-throat competition prevailing in the market. Because of the advertisement only, a product exists and prevails in the market.

• Information about new products : 

Advertising is very helpful in launching a new product and making it popular in the market. If the marketeer wants to introduce his new product for a geographically-wide segment, it becomes essential for him to use aggressive and continuous advertising campaign.

• To create demand : 

Advertisement is aimed at stimulating demand by making people aware about new products and new uses of an existing product. It attracts attention, creates interest and by influencing the buyer’s behaviour, it stimulates demand.

• To discover prospective buyers : 

In today’s large-scale production of a variety of goods, this is through advertisement only that new customers can be persuaded to give boost to the sales of a company’s products.

• To educate the consumer : 

In the market, so many products are being advertised, which make similar claims. This confuses the buyer as to which one is true and which one should be relied upon. All such information is communicated by advertising only, on the basis of which, a customer takes decision to buy and how much quantity to buy to avail maximum benefit.

• To support salesmen : 

Advertisement creates awareness about the merits of advertised products. By describing the unique features and uses of products, repeated buying is encouraged. Advertised goods enjoy a ready market and little sales effort is required to sell them. Advertising makes the process of selling easier.

Advertising is a subtle strategy of communicating information for promoting, alluring and convincing people to act accordingly and expectedly to achieve satisfying results in form of generation of sale of ideas, goods, services and for events.

Definitions of Advertising :

According to Albert Ferry : 

“Advertising is the preparation of visual or oral messages and their dissemination through print media for the purpose of making people aware of and favourably inclined towards a products, brand, service, institution, idea or point of view”.

According to Boyard O’ Wheeler : 

“Advertising is a non-personal presentation of ideas, goods or services for the purpose of inducing people.”

Techniques of Advertisement :

• Emotional appeal : 

This technique of advertising is done with the help of two factors : need of consumer and fear factor. Most common appeals under these are : need for something new, need to become attractive, etc., need for getting acceptance, need for not being ignored, need for replacing of old things, need for security.

• Promotional advertising : 

This technique involves giving away samples of the product free to the consumer. These items are offered in trade fairs, promotional events, and ad campaigns, in order to gain attention of the customers.

• Bandwagon advertising : 

This type of technique involves convincing the customers to join the group of people who have bought this product and be on the winning side.

• Facts and Statistics : 

Here, advertisers use numbers, proofs and real examples to show how well their product works.

• Unfinished advertisement : 

The advertisers just play with words by saying that their product works better, but don’t answer how much more than the competitor. For example : Ad of Lays says -“No one can eat just one.”

• Weasel words : 

In this technique, the advertisers don’t say that they are the best, but they don’t deny this also. 

For example, : 

The ad of Sunsilk hairfall solution says that it reduces hairfall, but the advertisement doesn’t say that it stops hairfall.

• Endorsements : 

The advertisers use celebrities to advertise their product. The celebrities or stars endorse the product by telling their own experiences associated with the product.

• Complimenting the customers : 

Here, the advertisers use punch lines which compliment the consumers who buy their products. 

For example : 

Gamier says – “Take care.”

Example : The ad of Sunsilk hairfall solution says that it reduces hairfall, but the advertisement doesn’t say that it stops hairfall.

• Weasel words : 

In this technique, the advertisers don’t say that they are the best, but they don’t deny this also.

• Unfinished Advertisement : 

The advertisers here just play with words by saying that their product works better, but don’t tell how much more than the competitor.

• Facts and Statistics : 

Here, advertisers use numbers, proofs and real examples to show how their product works.

• Promotional advertising : 

This technique involves giving away samples of the product free to the consumers. Such samples are mostly offered in trade fairs, etc.

•  Emotional appeal : 

This technique of advertising is done with the help of two factors-needs of consumer and fear factor. Most common appeals are-need for something new, need to become attractive, etc. 

• Facts and statistics : 

Here, advertisers use numbers, proofs and real examples to show how good their product works.

To increase sales of the company.

Latin word ‘Adverto’, which means “to turn attention towards something.”

Merits of Advertisement

•  Economy : 

Advertising is a very economical mode of communication, if large number of people are to be reached. Because of its wide reach, the overall cost of advertising gets distributed over numerous communication links established.

• Mass reach : 

Advertising is a medium through which a large number of people can be reached over a vast geographical area.

• Enhancing customer satisfaction and confidence : 

Advertising creates confidence among prospective buyers as they feel more comfortable and assured about the product’s quality and hence feel more satisfied.

• Expressiveness : 

With the development in art, computer designing and graphics, advertising has emerged as one of the most forceful mediums of communication. With the special effects that can be created, even simple products and messages can look very attractive.

• Information : 

Advertising is a means of communication which provides information to consumer about available goods which can satisfy their needs.

Demerits of Advertisement

• Less forceful : 

Advertising is a non-personal form of communication. It is less forceful than personal selling as there is no compulsion on the prospective buyer to pay attention. 

•  Lack of feedback : 

The evaluation of the effectiveness of advertisement message is very difficult as there is no immediate and accurate feedback mechanism of the message that is delivered. 

•  Inflexibility : 

Advertising is less flexible as the message is standardised and is not tailor made to the requirement of different customer groups. 

• Inferior goods : 

If the commodities are of inferior and cheaper quality, they can’t sustain in market through advertising. Such goods of low / inferior quality can be sold only for once in the market. Through false advertising, such goods can’t be sold for long in the market. 

•  Not suitable for goods having inelastic demand : 

Those goods whose demand does not change along with the change in their price are said to have inelastic demand. So, goods whose demand is perfectly inelastic, their demand / supply can’t be boosted by advertising.

According to American Marketing Association : 

“Advertising means any paid, non-personal presentation and promotion of ideas, goods or services by an identified sponsor.”

According to R. V. Zacher : 

“Advertisement is a means of communicating information pertaining to products, services or ideas by other than direct personal contact and on an openly paid basis, with an intent to sell or otherwise obtain favourable consideration.

Advertising is not suitable for seller market because there exists automatic demand for such goods in the market. Therefore, sellers are not required to make extra efforts to sell such goods.

(c) John. E. Kennedy.

Economy : 

Advertising is very economical mode of communication if large number of people are to be targeted. 

 Mass reach : 

Advertising is a medium through which a large number of people can be reached over a vast-geographical area. 

 Enhancing customer satisfaction and confidence : 

Advertising creates confidence among prospective buyers as they feel more comfortable and assured about the product’s quality and hence feel more satisfied to buy it. 

Information : 

Advertisement is a means of communication which provides information to consumers about the available goods which can satisfy their needs. 

Convenience : 

Advertising creates good image of the brand in the mind of people which is very important for increasing sales. Since the consumer has the necessary information about the brand of the product, he does not waste his time is choosing and comparing the product with similar products of other competitors.

This technique is used to bribe the customers with something extra if they buy the product, using lines like – “buy one shirt and get one free.” 

Or 

“be the member of the club for two years and get 20% off on all services.”

(d) All of these

1. It is a paid form of communication, as the advertiser has to pay for the space or time hired by him for advertising. 

2. It is done by an identified sponsor. 

3. It can be oral, written or visual. 

4. It is done through media such as press, radio, TV, etc.