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1. Advertisement is done by an identified sponsor. 

2. Advertisement can be oral, written or visual.

Advertising media : 

It is a means through which a trader / manufacturer can spread his message to public. 

Following advertising media can be used by the manufacturers:

I. Outdoor advertising : 

Outdoor advertising has gained wide popularity these days. Its purpose is to attract the attention of the people at busy roads and the markets. It includes use of poster displays, bill-board displays, electric displays, etc.

II. Press advertising or print media : 

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

 Some of these are :

(а) Newspaper advertising : 

Newspapers reach almost every place and are read by all kinds of people. Therefore, newspaper can be used as a strong medium of advertisement with great advantage.

It is of two types:

• Classified advertisement : 

This type of advertisement is printed in the newspapers in special columns at specified space under specific heading, like tenders, etc.

• Non-classified advertisement : 

For such kinds of advertisement, no specific space is reserved. It can be printed on any page of newspaper, according to the advertiser’s wishes.

III. Magazines and Journals : 

Periodicals are a powerful and popular media of advertisement. Several type of magazines, economic, religious political, entertainment, etc. are in circulation. Advertisement can be published in relevant magazines. Technical and trade journals are useful for advertising books and products meant for a particular profession.

IV. Audio and Visual advertising : 

Audio (voice) and visual advertising has gained popularity. The main forms of this type of advertising are radio advertising, television advertising, etc.

V. Purchase point advertising : 

Point of purchase or point of sale displays, often referred as POP and POS displays, are put in retail stores to attract consumer interest and promote the sales of product. These displays are usually created and prepared by product manufacturers for distribution to wholesalers or retailers who sell the merchandise.

VI. Speciality advertising : 

Diaries, key chains, purses, pen holder, desk trays, paper weights, carry bags and other novelties are offered as presents to potential customers to advertise certain products. The name, address of the advertiser and brand name of the products is printed or inscribed on these novelties.

VII. Direct mail advertising : 

Under this medium, a mailing list of potential customers is prepared. The message is sent directly to individual customers through mail in the form of circular letters, booklets, leaflets, folders, etc, so that they know about the availability of new or improved products and can be persuaded to buy them.

Advertising is a non-personal form of communication, so, there is no compulsion on the prospective buyer to pay attention to the message.

Outdoor advertising refers to advertisement at busy roads and in market places to attract the attention of the people.

(c) Both (a) & (b)

(a) Classified advertisement

Advertisement media refers to that means through which a trader / manufacturer can spread his message to public. Example of media of advertising are : audio-visual advertising, print media, etc.

These type of advertisements show how one can support their country while one uses some product or service. For example, some products together formed a union and are chained in their advertisement that if you buy any one of these products, you are going to help a child to go to school.

Example : ITC (Classmate brand registers), etc.

1. Auctions. 

2. Tenders.

1. Advertisement is a very economical mode, if large number of people are to be reached. 

2. Mass reach.

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

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 : 

“Advertising is a means of communicating information pentaining 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.

Features of Advertisement 

1. It is a paid form of communication, as the advertisor 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 in oral, written or visual form. 4. It is different from publicity.

Outdoor Advertising : 

Outdoor advertising has gained wide popularity these days. Its purpose is to attract the attention of the people at busy roads and in the markets. It includes use of poster displays, bill board displays, electric displays, etc.

Different types of outdoor advertising are :

• Wall painting for mural advertising : 

Under it, the advertiser sets the required message and slogans about the products. Mural advertisements are painted in bold letters on walls of shops, houses and bridges, etc. 

•  Posters and hoardings : 

posters are pasted on walls of building, bridges and other public places to convey the message to the people passing through nearby places, such as main crossings, etc. 

•  Electrical Sign boards displays : 

These involve the use of lights or neon tubes to attract the attention of people, specially during night. 

•  Signage advertising : 

Includes ‘Sky’ writing, where aeroplanes use special chemicals to form words : 

1. Plane banners where large signs are pulled behind an aeroplane. 

2. Mobile bill boards. 

3. Plastic bags used to cover the newspapers. 

4. Advertisement attached to grocery carts.

1. It is highly flexible. 

2. It attracts attention quickly.

1. It has low retention value. 

2. It can cause pollution.

(c) Both (a) & (b)

Modern age in the age of advertisement. Yes, it is true because in every sphere of life, influence and reflection of advertising can be seen. It is not only important for businessmen to improve sales and profits, but it also informs, guides and educates the consumers. People are inspired to fight for their rights, needs and against social evils. Advertising adds value to the social cause by giving boost to production and generating employment, and improving the standard of living.

Vehicular displays are those advertisements which are done on inner and outer side of public vehicles. It has become a fashion these days to use modes of public transport to attract the attention of people by advertising the space outside and inside the buses, railway carriages and other vans that may be hired by the businessmen to spread their message. Vehicles gives mobility to the message.

1. Wide circulation is economical. 

2. Flexibility.

This advertisement is printed in the newspapers in special columns at specified space under specific heading like tenders, auctions, etc.

Meaning of Advertisement :

The dictionary meaning of advertisement is ‘to give public notice or announce publicly.’ But in business world, its meaning is very comprehensive. It is a nonpersonal form of communicating information related to promotion of an idea, presentation of goods and services, with an objective to create demand. The common public is persuaded to buy the goods and services through this effective medium of communication. It is regarded as a prominent tool of marketing.

Objectives of Advertisement :

• To increase sales : 

The first and last objective of advertising is to create a desire for the product among the consumers to buy the product. It creates awareness among potential customers regarding the products, thereby creating demand on continuous basis, which in turn, increases sales.

• Creates new customers : 

Advertising plays an important role in creating demand for existing and potential buyers. Through rigorous, wide-area campaigning undertaken for the sale of the product, it persuades the consumers to try the product and helps them in taking decision.

• Entry in new markets :

The objective of advertising is to increase demand and persuade people to use new improved products by changing their old consuming habits and interests. Consequently, the consumer base increases and it becomes possible to enter into a new market, thus increasing market share.

• To educate consumers :

Advertising provides useful information about the use, features, benefits of a product. The buyers can clear their confusion by analysing the information provided. Thus, it educates the consumers to take the most appropriate decision for buying and about functional utility of goods.

• To develop brand preference and brand loyalty : 

Well-planned advertising programmes help to convince the customers about the superiority of their product over the other competitive products. By this, advertising helps in developing brand presence and brand loyalty.

• To increase the frequency of use and to create habit of repeated purchase or repeated use of the company’s product, advertising is done by the marketeers.
• To overcome and face competition and to sustain demand by creating confidence in consumers.
• To enhance goodwill of the enterprise by promising better quality products and services.
• To reach people inaccesible to salesmen, advertising is done.

Outdoor Advertisement

Outdoor advertisement has gained immense popularity these days. Its purpose is to attract the attention of the people at busy roads and in marketplaces, It includes use of poster displays, bill-board displays, etc.

• Wall painting :

Under this, the advertiser gets the required message and slogans about the products painted in bold letters on walls of shops, houses and bridges, etc.

• Posters and hoardings : 

Posters are pasted on walls of buildings, bridges and other public places to convey the message to the people passing by, such as main crossings, bus stands, railway stations, etc.

• Electrical signboard displays : 

It involves the use of light or neon tubes to attract the attention of people, particularly during night. Generally, a short message is illuminated in tubes of different colours, so that it appears attractive. Electrical displays are fixed at heavy traffic centers. 

• Vehicular displays : 

In this, for advertisement, modes of public transport are used. Advertisement is done in space outside and inside the buses, railway carriages and other vans that may be hired by the businessmen to spread their message. 

• Signage advertising :

Includes ‘sky’ writing where aeroplanes use special chemicals to form words. 

• Plane banners where large signs are pulled behind an aeroplane.
• Mobile billboards. 
• plastic bags used to cover newspapers delivered to homes. 
• Advertisement attached to grocery carts.
• Merits of outdoor advertising : 

1. It is highly flexible. 

2. Attracts attention quickly. 

3. Requires less time and efforts on the part of readers. 

4. It has wide public appeal.

5. High flexibility.

Demerits of outdoor advertising : 

1. It has low retention value.

2. It has temporary appeal.

3. It can cause pollution and health hazards.

4. It can sometimes create public nuisance.

In today’s scientific age, every day, several new products are produced on discovered. Manufacturers want to inform the public about their products, which requires a good communication system. This need is fulfilled by advertisement, as a promotion tool. A manufacturer always wants to increase the sale of his product by creating and increasing demand. By advertising the information about his products, features, usefulness, etc. in a very effective manner, a seller arouses interest in the consumers thereby creating demand, and finally sales.

1. POS — Point of sale. 

2. POP — Point of purchase.

1. Casual attention. 

2. Not suitable for illiterates.

1. Radio advertising. 

2. Television advertising.

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

It is generally used by the companies which cannot advertise their product directly. Such advertisements use indirect advertisement method to advertise their products, so that the customers know about the actual product. 

For example: a liquor ad never shows anyone drinking actual liquor, they show some one drinking soft drink or soda.

In this, advertisers use punch lines which compliment those consumers who buy their products : 

For example the ad of: Gamier says ‘Take care’.

In the market, so many products are being advertised which make similar claims. This confuses the buyers as to which one is true and which one should be relied upon. Whereas other incentives, like premium, discount gift, etc. are offered by the manufacturers on their purchase of various products. 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.

1. Classified advertising. 

2. Non-classified advertising.

Electrical signboard displays involve the use of lights or neon tubes to attract the attention of people, particularly during the night. Generally, a short message is illuminated in tubes of different colours so that it appears attractive. Electrical displays are fixed at heavy traffic centers.

Newspaper advertising are of two types.

Newspaper advertising : 

Newspapers reach almost every place and are read by all kinds of people. Newspapers can be used as a good medium of advertisement with great advantage.

They are of two types : 

•  Classified advertisement : 

These advertisements are printed in the newspaper in special columns of specified space under specific heading like the tenders, etc. Limited words are used for such advertisement. 

•  Non-classified advertisement : 

In such kind of advertisement, there is no specific space reserved. It can be printed on any page of newspaper, according to the advertiser’s wishes.

Classified advertisement : 

This type of advertisement is printed in newspaper in special columns at specified space under specific heading like tenders, auctions, etc. Limited words are used for such advertisement.

Non-classified advertisement : 

For such kinds of advertisements, there is no specific space reserved. It can be printed on any page of newspaper, according to the advertiser’s wishes. Attractive colours and pictures, letters are used and information is given regarding the availability and features of the product advertised.

Newspapers reach almost every place and are read by all kinds of people. Therefore, newspapers can be used as a medium of advertisement with great advantage. While selecting a newspaper for this purpose, an advertiser has to take into consideration the strength of circulation, the class of readers its serves, the geographical cover, etc. 

Newspaper advertisement are of two types : 

1. Classified advertisement 

2. Non-classified advertisement.

Diaries, key chains, purses, penholders, desk trays, paper weight, carry bags and other novelties are offered as presents to potential customers to advertise certain products. The name, address of the advertiser and brand name of the product is printed or inscribed on these novelties. The article remains with the customers for a long time and constantly reminds them of the product.

Point of purchase or point of sale displays, often referred as POP and POS display, are put in retail stores to attract consumer’s interest and to promote sales of product. These displays are usually created and prepared by product manufacturer for distribution to wholesaler or retailer who sells the merchandise.

It involves giving away samples of the product free to the consumers in order to gain attention of the customers.