INTRODUCTION

The word advertising comes form the latin word "advertere meaning to turn the
minds of towards". Some of the definitions given by various authors are:
According to William J. Stanton "Advertising consists of all the activities involved
in !resenting to an audience a non"!ersonal s!onsor"identified !aid"for
message about a !roduct or organi#ation."
According to American $ar%eting Association "advertising is any !aid form of
non"!ersonal !resentation and !romotion of ideas goods and services by an
identified s!onsor".
Advertising is used for communicating business information to the !resent and
!ros!ective customers. &t usually !rovides information about the advertising firm
its !roduct 'ualities !lace of availability of its !roducts etc. Advertisement is
indis!ensable for both the sellers and the buyers. (owever it is more im!ortant
for the sellers. &n the modern age of large scale !roduction !roducers cannot
thin% of !ushing sale of their !roducts without advertising them. Advertisement
su!!lements !ersonal selling to a great e)tent. Advertising has ac'uired great
im!ortance in the modern world where tough com!etition in the mar%et and fast
changes in technology we find fashion and taste in the customers.
DEFINITIONS OF ADVERTISING
*. American $ar%eting Association has defined advertising as any !aid form of
non"!ersonal !resentation of ideas goods and services by an identified
s!onsor.
+. According to Webstar Advertising is to give !ublic notice or to announce
!ublicity.
,. According to -ardner Advertising is the means of mass selling that has
grown u! !arallel with and has been made necessary to mass !roduction.
FEATURES OF ADVERTISING
1. Communication: Advertising is means of mass communication reaching the
masses. &t is a non"!ersonal communication because it is addressed to masses.
2. Information: Advertising informs the buyers about the benefits they would get
when they !urchase a !articular !roduct. (owever the information given should
be com!lete and true.
3. Pr!ua!ion: The advertiser e)!ects to create a favourable attitude which will
lead to favourable actions. Any advertising !rocess attem!ts at converting the
!ros!ects into customers. &t is thus an indirect salesmanshi! and essentially a
!ersuasion techni'ue.
". Profit #a$imi!ation : True advertising does not attem!t at ma)imi#ing !rofits
by increasing the cost but by !romoting the sales. This way &t won t lead to
increase the !rice of the !roduct. Thus it has a higher sales a!!roach rather
than the higher"cost a!!roach.
%. Non&Pr!ona' Pr!ntation : Salesmanshi! is !ersonal selling whereas
advertising is non"!ersonal in character. Advertising is not meant for anyone
individual but for all. There is absence of !ersonal a!!eal in advertising.
(. I)ntifi) S*on!or : A s!onsor may be an individual or a firm who !ays for
the advertisement. The name of re!uted com!any may increase sale or
!roducts. The !roduct gets good mar%et because of its identity with the re!uted
cor!orate body.
+. Con!umr C,oic : Advertising facilitates consumer choice. &t enables
consumers to !urchase goods as !er their budget re'uirement and choice. .ight
choice ma%es consumer ha!!y and satisfied.
-. Art. Scinc an) Prof!!ion : Advertising is an art because it re!resents a
field of creativity. Advertising is a science because it has a body of organised
%nowledge. Advertising is !rofession is now treated as a !rofession with its
!rofessional bodies and code of conduct for members.
/. E'mnt of #ar0in1 #i$ : Advertising is an im!ortant element of !romotion
mi). Advertising has !roved to be of great utility to sell goods and services. /arge
manufactures s!end crores of ru!ees on advertising.
12. E'mnt of Crati3it4 : A good advertising cam!aign involves lot of creativity
and imagination. When the message of the advertiser matches the e)!ectations
of consumers such creativity ma%es way for successful cam!aign.
O56ECTIVES OF ADVERTISING
The fundamental !ur!ose of advertising is to sell something 0 a !roduct a
service or an idea. &n addition to this general ob1ective advertising is also used
by the modern business enter!rises for certain s!ecific ob1ectives which are
listed below :
*.To introduce a new !roduct by creating interest for it among the !ros!ective
customers.
+.To su!!ort !ersonal selling !rogramme. Advertising maybe used to o!en
customers2 doors for salesman.
,.To reach !eo!le inaccessible to salesman.
3.To enter a new mar%et or attract a new grou! of customers.
4.To light com!etition in the mar%et and to increase the sales as seen in the
fierce com!etition between 5o%e and 6e!si.
7.To enhance the goodwill of the enter!rise by !romising better 'uality !roducts
and services.
8.To im!rove dealer relations. Advertising su!!orts the dealers in selling the
!roduct. 9ealers are attracted towards a !roduct which is advertised effectively.
:.To warn the !ublic against imitation of an enter!rise2s !roducts.
I#PORTANCE OF ADVERTISING
Advertising has become an essential mar%eting activity in the modern era of
large scale !roduction and serve com!etition in the mar%et. &t !erforms the
following functions:
1. Promotion of Sa'! : &t !romotes the sale of goods and services by informing
and !ersuading the !eo!le to buy them. A good advertising cam!aign hel!s in
winning new customers both in the national as well as in the international
mar%ets.
2. Intro)uction of N7 Pro)uct : &t hel!s the introduction of new !roducts in the
mar%et. A business enter!rise can introduce itself and its !roduct to the !ublic
through advertising. A new enter!rise can2t ma%e an im!act on the !ros!ective
customers without the hel! of advertising. Advertising enables 'uic% !ublicity in
the mar%et.
3. Cration of Goo) Pu8'ic Ima1 : &t builds u! the re!utation of the advertiser.
Advertising enables a business firm to communicate its achievements in an effort
to satisfy the customers2 needs. This increases the goodwill and re!utation of the
firm which is necessary to fight against com!etition in the mar%et.
". #a!! Pro)uction : Advertising facilitates large"scale !roduction. Advertising
encourages !roduction of goods in large"scale because the business firm %nows
that it will be able to sell on large"scale with the hel! of advertising. $ass
!roduction reduces the cost of !roduction !er unit by the economical use of
various factors of !roduction.
%. R!arc, : Advertising stimulates research and develo!ment activities.
Advertising has become a com!etitive mar%eting activity. ;very firm tries to
differentiate its !roduct from the substitutes available in the mar%et through
advertising. This com!els every business firm to do more and more research to
find new !roducts and their new uses. &f a firm does not engage in research and
develo!ment activities it will be out of the mar%et in the near future.
(. E)ucation of Po*' : Advertising educate the !eo!le about new !roducts
and their uses. Advertising message about the utility of a !roduct enables the
!eo!le to widen their %nowledge. &t is advertising which has hel!ed !eo!le in
ado!ting new ways of life and giving"u! old habits. &t has contributed a lot
towards the betterment of the standard of living of the society.
+. Su**ort to Pr!! : Advertising !rovides an im!ortant source of revenue to the
!ublishers and maga#ines. &t enables to increase the circulation of their
!ublication by selling them at lower rates. 6eo!le are also benefited because
they get !ublications at chea!er rates. Advertising is also a source of revenue for
T< networ%. =or instance 9oordarshan and >eeT< insert ads before in between
and after various !rogrammes and earn millions of ru!ees through ads. Such
income could be used for increasing the 'uality of !rogrammes and e)tending
coverage.
C9ASSIFICATION OF ADVERTISING
$anagement scientists have classified advertising on different such criteria as
follows :
C'a!!ification on T, 5a!i! of Ara Co3ra1 :
?n this basis advertising may be classified into the following four categories vi#.
@*A local @+A regional @,A national @3A international advertising.
1. 9oca' A)3rti!in1 : &t is also %nown as Bretail advertising . &t is underta%en by
local retail stores de!artmental stores co"o!erative stores selling cloth saris
and other consumer goods and consumer durables. &t is directed at local
customers. $edia used for local advertising are sho! decorations local
news!a!ers maga#ines !osters !am!hlets hoarding new signs local cinema
houses etc.
2. R1iona' A)3rti!in1 : &t has wider coverage as com!ared to local
advertising. &t covers a !articular region which may be one state or more than
one state the !eo!le of which may be having a common tongue or using one
common !roduct. &t is underta%en by manufacture or regional distributor of a
!roduct. $edia used for regional advertising include regional news!a!ers
maga#ines radio regional T.<. outdoor media etc. &t is considered to be an
ideal form of advertising for launching and mar%eting a new !roduct
in a s!ecific region.
3. Nationa' A)3rti!in1: &t is generally underta%en by manufactures of branded
goods for which advertising messages is communicated to consumers allover
the country. Almost all !ossible mass media including national news!a!ers
radio and television networ% are em!loyed for national advertising. 6roduct
services and ideas which have demand all over the country are suitable for
national advertising. &n &ndia &ndian Airline (industan /ever /td. <icco -odre1
Ca1a1 and Dirlos%ar are a few leading advertisers at national level. /i%ewise
detergents soa!s tooth!astes cosmetics scooters cars and bicycles are
some of the !roducts which are advertised all over the country.
". Intrnationa' A)3rti!in1 : This ty!e of advertising is underta%en by those
com!anies which o!erate in more than one country %nown as Bmulti"national
com!anies. ;)!orters generally advertise their !roducts and services in foreign
countries where ready mar%ets are available. Air &ndia and other airlines and
multinational com!anies advertise their !roducts and services allover the world.
5oca"5ola and 6e!si are advertised globally as the sales are almost all over the
world. &nternational advertising is e)tremely e)!ensive involving the services of
!rofessional advertising agencies in different countries.
II. C'a!!ification on T, 5a!i! of Au)inc
?n this basis advertising may be classified into the following four categories
vi#. @*A consumer advertising @+A industrial advertising @,A trade advertising and
@3A !rofessional advertising.
1. Con!umr A)3rti!in1 : This ty!e of advertising is directed to the ultimate
consumers of the consumer !roducts i.e. the individuals who buy or use the
consumer !roducts or services say for e)am!le toilet soa! tooth!aste
toothbrush tea te)tiles etc. for themselves and for their families. All ty!es of
consumer !roducts need continuous and e)tensive advertising on T.<. radio
and !ress.
2. In)u!tria' A)3rti!in1 : This ty!e of advertising is used by manufacturers and
distributors of industrial goods. Such as machinery !lants e'ui!ments s!are
!arts and com!onents and are directed at industrial users or customers. Such
advertisements usually a!!ear in trade 1ournals trade dictionaries business
maga#ines and so on. The a!!eal made is tactual and rational.
3. Tra) A)3rti!in1 : This %ind of advertising is em!loyed by manufactures
andEor distributors to influence and !ersuade wholesalers and dealers @retailersA
to stoc% and sell the goods of the advertiser by offering incentive schemes to
them or by inviting dealershi! for their !articular !roducts@sA.
". Prof!!iona' A)3rti!in1 : &t is directed at !rofessional li%e doctors
!rofessors engineers and others who are e)!ected to recommend !rescribe
or s!ecify the advertised !roducts to ultimate consumers. This is done through
!rofessional 1ournals and re!resentative of the advertisers.
III. C'a!!ification on T, 5a!i! of #)ia
?n the basis advertising may be"classified into the following four categories vi#.
@*A 6rint media advertisingF @+A electronic or broadcast media advertisingF @,A
outdoor media advertising.
1. Print #)ia A)3rti!in1 : The !rint media consists of news!a!ers
maga#ines 1ournals handbills etc. Go news!a!er or 1ournal today can survive
without advertising revenue. 6rint media advertising even today is the most
!o!ular formF and revenue derived by mass media from advertising has
therefore been !rogressively increasing year after year. 6rint media a!!eals only
to the sense of sight i.e. eyes.
2. E'ctronic or 5roa)ca!t #)ia A)3rti!in1 : ;lectronic or broadcast media
consists of @iA radio @iiA television @iiiA motion !ictures @ivA video and @vA the
internet. The radio is audio in nature a!!ealing only to the sense of sound
@earsA. .adio advertising is more effective in rural areas as com!ared to urban
regions. Television as an advertising medium is more attractive and effective
because it is an audio"visual medium a!!ealing to both the senses of sight sound
@eyes and earsA. 9ifferent methods such as s!ot announcements s!onsored
!rogrammes etc. are used for broadcasting advertising messages. (owever
broadcasting media are very e)!ensive form of advertising. Advertising is also
underta%en through movies video and the internet.
3: Out)oor #)ia :
This include !osters neon signs transit !oint of !urchase @6?6A etc. ?utdoor
advertising can be a good su!!orting media to other forms of advertising. &t is a
good form of reminder advertising es!ecially the 6?6 advertising.
": Ot,r #)ia :
This includes direct mail handbills calendars diaries cinema advertising
internet and so on. These miscellaneous media can !lay an im!ortant su!!orting
role to the ma1or media such as television and news!a!ers.
IV. C'a!!ification on T, 5a!i! of Function :
1. Dirct Action an) In)irct Action A)3rti!in1 : 9irect action advertising is
underta%en to obtain immediate res!onse or action on the !art of target
audience. ;)am!les include discount sales advertising sale along with free gift
offers and mail"order cou!on sales etc. The media used is mostly news!a!ers
and television.
&ndirect action advertising is underta%en to influence the audience in res!ect of
advertiser s brand. The advertiser e)!ects the target audience to !refer his
brand as com!ared to com!etitors whenever a buying decision arises in future.
2. Primar4 an) S'cti3 A)3rti!in1 : 6rimary Advertising is underta%en by
trade association or by coo!erative grou!s. &t is underta%en to create generic
den* and for !roducts and services. =or e)am!le the 5offee Coard may
advertise to consume more coffee. Selective Advertising is underta%en by
mar%eters of branded !roducts. The advertiser intends to create selective
demand for his brand. ;)am!les include 6e!si 5ola 5oca 5ola.
3. Pro)uct an) In!titutiona' A)3rti!in1 : 6roduct or Service advertising is
underta%en to !romote the sale of !roducts and services"branded or unbranded.
&nstitutional advertising is underta%en to build name and goodwill of the
organisation. &t is also %now as cor!orate advertising or image advertising. &t is
mostly underta%en by large firms.
V. C'a!!ification on T, 5a!i! of A)3rti!in1 Sta1!
?n this basis advertising may be classified into the following three different
categories vi#. @*A advertising at !ioneering stage @+A advertising at com!etitive
stage and @,A advertising at retentive stage.
1. A)3rti!in1 at Pionrin1 Sta1 : Advertising at B!ioneering stage is
underta%en to ma%e the audience fully aware of the new brand of !roduct and to
inform influence and !ersuade them to buy or use it by highlighting its uni'ue
features.
2. A)3rti!in1 at Com*titi3 Sta1! : ?nce the brand survives the
introductory stage it has soon to face a stiff com!etition with other well
established brands in the mar%et. At this stage com!etitive advertising is
underta%en to !romote sales effectively.
3. A)3rti!in1 at Rtnti3 Sta1 or Rmin)r A)3rti!in1 :
When the !roduct has ca!tured a large share of the mar%et Bretentive
advertising is underta%en to maintain or retain the stable !osition in the mar%et
as long as !ossible. $oreover if the same !roduct is !assing through the
declining stage in the mar%et this ty!e of advertising is used to remind the
buyers about the !roduct hence it is also %nown as Breminder advertising .
T;PES OF ADVERTISING
Advertising is also classified according to their functions and role. Some of the
im!ortant classifications of advertising are as follows :
1. Socia' A)3rti!in1 : Social Advertising is underta%en by noncommercial
organisations such as Trust Societies Associations etc. The main ob1ective of
Social Advertising is to wor% for social cause. Advertisements for collecting
donations for war victims or for victims of natural calamities sales of tic%ets for a
show etc. are e)am!les of Social Advertising.
2. Po'itica' A)3rti!in1 : 6olitical advertising is underta%en by !olitical !arties to
motivate the general !ublic in favour of the ideology of the !arty in 'uestion.
6olitical advertising are intensively made during election times to gain favour of
the voters. Such advertising !romote !lans and !olicies of the concerned !arty. &t
also try to e)!ose wea%nesses of the o!!osition with a view to convince the
voters to vote for their !arty candidates. Some !olitical advertisement are also
made to assist the -overnment to im!lement its schemes for rehabilitation and
national reconstruction. $umbai .egional 5ongress 5ommittee children
affected by communal riots in $umbai under the scheme of Gational =oundation
for 5ommunal (armony. Advertisements issued by a !olitical !arty is essentially
a !olitical advertising.
3. A)3ocac4 A)3rti!in1 : We often come acrossed advocacy advertised
relating to the use of family !lanning methods. 5onservation of scarce resources
maintaining green environment. An e)treme e)am!le occurred in the *H7Is
when a !rivate citi#en bought a two"!age advertisement in the Gew Jor% Times
at a cost of K*+III to offer his !eace !lan for ending the war in <ietnam. &n
*H83 $obil ?il 5om!any began advocacy advertising concerning the need for
offshore oil drilling to alleviate the energy crisis that e)isted at the time. GC5
acce!ted the television commercial but AC5 and 5CS did not because of the
controversial nature of the to!ic. As a result $obil ?il 5om!any too% out full"
!age news!a!er ads which re!roduced in !rint the visuals and te)t for the
commercial. This is designed to alert !eo!le to the fact that such ads are
not editorials or informational !ieces but are s!ecifically advertisements.
5om!anies can !lace advocacy advertising on billboards in !rint maga#ines and
news!a!ers online and on television. &n fact many advertising firms consider
candidates who have com!leted advertising internshi!s far more attractive than
those who have not. &f you are !lanning to begin your career in advertising in the
creative de!artment of an advertising firm a bachelor2s degree may not be as
essential.
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%. Rtai' A)3rti!in1 : .etail advertising is the advertising by retailers who
usually sell goods direct to the customers. .etail advertising has such ob1ectives
as : @iA to sell the stoc%F @iiA to establish the identify of businessF @iiiA to attract
!ersonal tele!hone or mail order sho!!ers. .etail advertising is done through
window dis!lay neon signs !osters leaflets etc. &t is usually local in character.
The various advertising a!!roaches of A%barallys Amarsons Asiatic e!artmental
Stores are the e)am!les of retail advertising.
(. Financia' A)3rti!in1 : When an advertising message is directed to attract for
raising ca!ital it is called financial advertising. The ban%s insurance com!anies
and commercial underta%ings collect re'uired funds from the savings of the
!eo!le by motivating them to !ost"!one !resent e)!enditure to future"!eriod. An
investor considers two things before investing his hard
earned savings.
@*A Safety of investment @+A .eturn on investment
The safety of investment de!ends u!on the re!utation and goodwill of the
com!any and the !ro!erties !ossessed by it. The institutional advertising hel!s in
creating confidence in the minds of the investors. The financial advertisement
inform the investors about the !ast !erformance in declaring dividends and the
trend in declaring of dividend. The dividend de!ends u!on the !rofitability of
the com!any. The com!any with the hel! of charts diagrams etc. communicate
the rate of growth and rate at which !rofit is increasing. The financial advertising
aims at establishing financial solvency of the com!any in the minds of the
!ros!ective investors. &t is because of financial advertising the com!any have
succeeded in floating of mega issue of shares arc in cores. The financial
advertising aims at establishing financial solvency of the com!any in the minds of
the !ros!ective investors. &t is because of financial e)!orts.
E!!ntia'! for t, Succ!! of Financia' A)! :
Go financial ad cam!aignF howsoever creative and !ersuasive it may be can
!roduce the desired result unless the following conditions are satisfied.
@aA The !erformance and image of the com!any and its future !ros!ects must be
good.
@bA The !remium charged on the share !rice must be fair and reasonable.
@cA The bro%ers and underwriters must e)tend un'ualified su!!ort to the
com!any.
@dA The com!any should get wide !ublicity from the !ress through !ress
conferences.
@eA True statement of facts made in the ads.
@fA =inally financial climate of the country !lays an im!ortant role.
A)3anta1! of Financia' A)3rti!in1 :
=ollowing are main advantages of financial advertising :
@aA =inancial advertising transmits to target consumers all the material
information about new investment o!!ortunities for investment of savings or
sur!lus funds.
@bA &t !rovides education and guidance to consumers in res!ect of their
investments in shares debentures and !ublic funds off com!anies.
@cA &t serves as a reminder to consumers to ta%e suitable followu! action on their
!art.
@dA &t hel!s to ta! yet unta!!ed rich areas in mini"metros small towns and even
in villages for financial institutions.
@eA As financial ads are re'uired to give the re'uired in formation about the aims
ob1ective business o!eration for which additional funds are re'uired by the
advertiser the com!any gets wide !ublicity through such ads.
@fA =inancial advertising serves as a : bac%bone to bro%ers as well as
underwriters who as Bintermediaries between the advertiser and the clients.
@gA =inally financial advertising indirectly aids and su!!orts the economic an
industrial growth of country by mobiling !ublic funds for e)!ansion and
diversification of business.
+. Cor*orat Ima1 A)3rti!in1 : 5or!orate &mage advertising designed or
aimed to create a !ro!er attitude towards the seller and to build goodwill or
image for the advertiser @manufacturing concern or the selling concernA rather
than to sell a s!ecific !roduct or service. &nstitutional advertising is done to build
good !ublic relations image in the mar%et for the mar%eter and a !atronage for
its !roduct or !roducts. &nstitutional advertising can therefore be !atronage
advertising and !ublic relations service advertising. 6ublic relations institutional
advertising is aimed to create a favourable image of the com!any @advertiserA
among em!loyees investors or general !ublic. 6ublic service institutional
advertising aims at changing the attitudes or behaviour of the !eo!le to the
good of the community or !ublic at large. 6atronage advertising is aimed to
attract customers by a!!ealing to their !atronage buying motives rather than
!roduct buying motives. $ost of the com!anies are successful in ma%ing their
image in the minds of the !eo!le by using their names such as BCata BTata
B9unlo! BJ.D. BCombay 9yeing etc.
-. Pu8'ic R'ation! A)3rti!in1 : &t is a !art of institutional advertising. The
basic ob1ective of !ublic relations advertising is to establish co"ordial and healthy
relations with the customers ban%ers su!!liers -overnment. 6atrons and the
general !ublic. Through !ublic relations advertising com!any announces the
changes in its !olicies its develo!mental activities its !osition and stand when
the em!loyees are on stri%e. &t hel!s the com!any to remove misconce!ts about
the com!any created by interested grou!s. 9uring the !eriods of short su!!ly of
goods the !ublic relations advertising hel!s to hold the interest of the customers.
The com!any assures about the normalcy of su!!ly and re'uest its customers to
bear with the com!any. &nstitutional advertising and !ublic relations advertising
are com!limentary to each other. Coth are directed in building u! cor!orate
image. There are several reasons as to why a cor!orate firm may resort to !ublic
relations advertising. The reasons are :
@aA To create a favourable image of the organisation.
@bA To secure and %ee! good su!!liers.
@cA To build goodwill of the dealers.
@dA To arouse and serve customers in a better way.
@eA To arouse interest of the !resent and !otential shareholders.
@fA To correct misconce!tions about the firm during stri%es.
@gA To win confidence of its em!loyees.
@hA To render community service.
@iA To ma%e !eo!le aware of social evils health ha#ards etc.
@1A To obtain !ublic su!!ort for certain cause.
/. In!titutiona' A)3rti!in1 : The ob1ect of institutional advertising is to build
manufacturers re!utation in the minds of the !ublic in general. The advertising
message is directed to tell about the 5om!any its !eo!le its contribution in
!romoting social welfare activities in !romoting consumer satisfaction its
achievements in technology its broad !hiloso!hies its share in economic
!rogress of the 5om!any etc.
Such advertisement do not bring benefits in the form of higher sales immediately.
Cut they create good footing for the com!any in the long run. The com!etitive
strength of the com!any goes u! with the enhancement of cor!orate image. &t is
much easier for a highly re!uted com!any to launch a new !roduct in the mar%et.
Casically the institutional advertising aims at getting !ublic su!!ort for raising
the ca!ital through !ublic subscri!tion.
The following !oints are normally referred in institutional ads :
@aA .esearch N 9evelo!ment of the firm.
@bA Gumber of factories or branches of the firm.
@cA The number of em!loyees and facilities !rovided to them.
@dA =oreign collaborations if any.
@eA 9istribution networ% of the firm.
@fA $ar%et !osition of the firm.
@gA 6roducts or services offered by the firm.
@hA Social welfare !rogrammes underta%en by the firm etc.
12. Intrnt A)3rti!in1 : The &nternet facility has been around for some ,I
years. &t actually began in the early *H7Is in MSA where the M. S. 9e!artment of
9efense saw it as a means of su!ercom!uter communication for researchers
and military facilities across the country. Mntil its commercial e)!losion in *HHIs
the &nternet remained a relatively obscure networ% of lin%ed com!uters " mostly
by academics military researchers and scientists around the world to send and
receive electronic mail transfer files and find or retrieve information from
databases 0
At !resent &nternet the fastest growing medium in history offers incredible
o!!ortunities for a wide range of !eo!le in both business and advertising. =or
advertisers there is a whole new world of !otential customers.
11. Primar4 Dman) A)3rti!in1 : The main ob1ective of 6rimary demand
advertising is to create demand for a new !roduct or !roduct category. This is
necessary in the case of a newly develo!ed !roducts or the !roducts which are
costly in nature. =or e)am!le cars refrigerators washing machines watches
etc. Such advertising is directed towards a class of customers it is also
described as selective demand advertising. &t is heavily utili#ed during the
introduction stage of !roduct life cycle.
6rimary demand is when a !otential buyer or !ros!ect is showing interest in a
!roduct or service for the first time. ?ften times it is because the !ros!ect was
never e)!osed to the conce!t of the !roduct or service or never really
understood it. Cut now due to new circumstances she has an a!!arent need all
of a sudden.
12. S'cti3 Dman) A)3rti!in1 : Selective demand advertising is done to
meet the growing com!etition mainly in growth stage of the life cycle of the
!roduct. (ere the goal of advertising is to !ush the demand of s!ecific !roduct
or service. ?ften !romotion becomes less informative and more emotional
during this !hase. Advertising may begin to stress subtle differences in brands
with em!hasis on brand name recall. At this stage !ricing may also be used as a
wea!on because !roducts of all the com!etitors are almost similar in 'uality.
Selective demand is when a !ros!ect has a need has identified the need and is
A5T&<;/J see%ing out a solution. &n these cases the !ros!ect will come to you if
he feels comfortable in your com!any2s ability to solve his needs. When someone
has selective demand they are more !roactive in their search for information.
They usually give themselves enough time to com!are the 'uality value and
offers of different com!anies. So while they are calling you they are also li%ely
calling others as well.
13. Pro)uct A)3rti!in1 : 6roduct Advertising refer to the advertising of tangible
!roduct. &t is for the mar%eting of the !roduct advertising as a !owerful instrument
has emerged. A !roduct may be anything in which a trader deals or trade. A
!roduct may be tangible of intangible. 6roducts li%e radio soa! !en cloth etc.
are tangible !roducts and services of !rofessional !eo!le li%e doctors
lawyers engineers etc. are intangible !roducts.
The fundamental of any advertising cam!aign is to establish the fact that among
the substitutes the !roduct advertised is the best. Thus !roduct is the heart of
any advertising !rogramme. Advertising ma%es !ossible for the smooth entry of
the new !roduct in to the mar%et.
1". Sr3ic A)3rti!in1 : Service advertising is designed to o!erate in the
!ublic interest. &t is underta%en to see% !ublic welfare and social develo!ment. &t
is in the nature of non"commercial institutional advertising. &n this ty!e of
advertising the ob1ective is to !ut across a message intended to change
attitudes or behaviour and as a result benefit the !ublic at large. &t is generally
used by government and other organisations to !romote !ublic welfare.
We often come across advertisements focusing on the need of small family
norms functional literacy and environmental sanitation and so on. The
-overnment of &ndia and many industrial houses have been s!onsoring
adverting cam!aigns !ertaining to family !lanning !rogrammes national
integration em!loyment assistance schemes cleanliness cam!aigns need for
vaccinations anti"dowry cause drug addiction A&9S wildlife !reservation road
safety measures adult literacy !rogrammes etc. Today most of the
manufactures and businessmen have also started issuing advertisements in the
interest of the !ublic. Advertisements released by the &ndian .ailway a!!ealing to
the !ublic to ta%e care of !ublic !ro!erties and ads released by 5ancer Society of
&ndia for free 5ancer chec%"u! are for socially relevant causes. $any
com!anies have also ta%en u! !ublic causes such as su!!orting a le!rosy
eradication !rogramme avoiding !ollution safe driving blood donation drive etc.
by resorting to !ublic service advertising. To create awareness of A&9S and its
!reventions /intas has designed T<EfilmEvideo cam!aign.
1%. Nationa' A)3rti!in1: &t is generally underta%en by manufactures of branded
goods for which advertising messages is communicated to consumers allover
the country. Almost all !ossible mass media including national news!a!ers
radio and television networ% are em!loyed for national advertising. 6roduct
services and ideas which have demand all over the country are suitable for
national advertising. &n &ndia &ndian Airline (industan /ever /td. <icco -odre1
Ca1a1 and Dirlos%ar are a few leading advertisers at national level. /i%ewise
detergents soa!s tooth!astes cosmetics scooters cars and bicycles are
some of the !roducts which are advertised all over the country.