L12 Advertising

B A (JMC) (3-YDC), SEMESTER SYSTEM
SEMESTER –IV
SEC III: PUBLIC RELATIONS AND EVENT MANAGEMENT
Unit -1: PUBLIC RELATIONS
LESSON - 12: Advertising

Objectives:
1. Understand and define advertising.
2. Know the scope of advertising.
3. Identify the roles played by advertising.
4. List out types of advertisements.
5. Learn about institutional advertising.

Introduction:
Advertising today is a worldwide phenomenon. It is a multi-dimensional form of mass communication, a marketing tool, a component of economic system, a means of financing the mass media, a social institution, an art from, an instrument of business management, a field of employment and a profession. Advertising is one of the four methods of promotional activities. They are advertising, sales promotion, personal selling and public relations, but it is a non-personal communication of a sales message unlike other promotional activities.
Advertising is a paid form of communication. It is different from “Publicity” & “Propaganda”. It has to be published in various newspapers and magazines, broadcast in radio and television, publicised through outdoor and transit media, showed in cinema and has to be placed in internet and circulated in social media for several products. All these activities are carried out through payments depending upon the space and time of placing the Ads. The advertisement is not aimed at a single individual but aimed at a group of persons. Here, the group of persons doesn’t involve entire public. They are again targeted audience who are habituated to make purchase of certain products and also aimed at potential customers who are willing to accept the new products.
The basic task of advertising is to communicate the message to groups of individuals effectively. In doing so, the advertisements help the audience to make their purchase decisions by informing them about various benefits, services and attributes of the product. Moreover, the advertisement is the primary and initial source of information which motivates and stimulates the consumers to purchase the product. If a new product or service has been launched people come to know only through an advertisement which comes across TV or Radio or Newspaper or Magazine or Internet or Social Media. Advertising is only one element of the promotional mix, but it often takes a special prominence in the overall marketing mix.