ADVERTISING CHAPTER NOTES

ADVERTISING elements of elements and objects of advertising advertising is mass communication the ultimate purpose of which is to import information develop attitude and induce action beneficial to advertiser generally the sale of the product or services advertising is mass communication of information intended to persuade the buyers so as to maximize profits Webster says advertising is to give public notice or to announce publicity according to Gardner it is a means of mass selling that has grown up parallel Hindi and has been made necessary by mass production copeland includes in advertising all non-personal methods of stimulating cells and of increasing or retaining patronage in the words of Albert advertising is any form of selling other than personal contacts between the sailors representatives and the prospective customers as defined by starch selling in print for presenting a commodity in print two people in such a way that they may be induced to buy it it is sometimes called printed salesmanship encyclopaedia Britannica defines advertising as an essential form of communication through such a diverse media as handbills newspapers magazine billboards letters radio and television broadcast and motion pictures elements of advertising on the basis of various definitions as given above it may be stated that advertising purchase certain basic elements such as a it is a mass non-personal communication needs reaching large group of buyers it is a matter of record giving information for the benefit of buyers episodes the buyer to purchase the goods advertise the ultimate objective of the advertising is to earn maximum net profit in long run objective of advertising the primary objective of advertising is to increase the sales in modern times it has become the lybrate breadth of modern business economy as people themselves se selling is the name of the game besides increasing the sales order objectives of advertising may be stated below 1 to increase the number of units purchase to produce new products or new version of an old product to increase sales in off season 4 to maintain brand loyalty 52 counter at counter act competition to counteract competition next to build positive business image to obtain dealer support to secure leads for sales people to build primary demand to introduce a price deal to inform about the products availability to build brand recognition or brand insistence to help salesman by building and awareness of product among retailers to create a reputation for service reliability or research strength to increase market share to modify existing product appeals and buying motives to inform about new product availability or features or price to inform about new uses of product to increase the number or quality of retail outlets to reach New areas or new population with an existing areas