Importance of advertising in
modern marketing
BY
SMART LEARNING WAY

Flow of presentation
 Introduction
 Definition of advertising in modern
marketing
 Importance of advertising in modern
marketing
 Summery
 Review of the topic
 Bibliography

Introduction
Every businessman earnestly attempts
to maximize his profit. To attain this goal he
has to maximize sales of his goods or
services. In order to ensure sustained profit
he employs various marketing techniques.
The most important among them are
advertisement. Personal selling, and sales
promotional activities like window display,
samples, premiums, exhibitions etc.
advertisement is the most commonly used
sales technique by all business people. It is
used to communicate to consumers the

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Introduction of a product, policy, price,
message, etc. In a modern market,
consumer are offered numerous identical
products supplied by different
manufactures. Mixer grinders, television
sets, toothpaste, etc. are
example:- adavailable and when and from
where to buy them. Therefore,
advertisement is advantageous to both
producers and consumers.

Definition of advertising in
modern marketing
 “ Advertising is the use of bright ideas,
stunts and slogans to popularize goods.”
 “ Salesmanship in writing, print or pictures
or spreading information by means of the
written and printed word and the pictures.”
 “ Advertising is mass communication of
information intended to persuade buyers
as to maximize profits.

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 The American marketing association has
defined advertising as “ any paid from of
non-personal presentation and promotion
of goods, services or ideas by an identified
sponsor.”
 Mr. Hall defines it as “ salesmanship in
writing, print or pictures or spreading
information by means of the written and
printed word and the picture.”

Importance of advertising in
modern marketing
Advertising involves expenses but when
the cost of advertisement is compared
with the cost of other ways of approaching
a mass of prospective customers,
Advertising is a relatively less expensive
method. Naturally, the cost of sending the
advertising message through personal
calls by sales representatives will be more
higher. Besides, when the company does

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not know the names and addresses of
potential customers, there is no other way
except to advertise through a mass media.
There are other justifications and
advantages too.

Firstly,
Advertisement makes the prospects
aware of the product and its brand. In a
market where hundreds of consumer
goods with different brands are produced,
the consumer may not even know as to
how many varieties and brands of goods
are available. In this sense advertisement
is ‘demanded’ by the potential buyers as it

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is a demand for information. Though he
may get marketing information by various
other ways, this method is easier and least
expensive.

Secondly,
Advertisement helps selling on mass
scales both by persuading new buyers in a
given region and by extending the
persuasion to wen regions. without large
scales, large scale production is
unthinkable.

Thirdly,
It helps the retailers to stock goods
which are better known and therefore
have better sales possibilities. The
retailer’s time customers since he already
knows the product through advertisement
seen or listened to.

Fourthly,
It promotes competition, and
therefore, many advantages of
competition may follow.

Fifthly,
Advertising is a peculiarly attractive
alternative to price competition.
Fluctuating prices are more likely to
damage the firm’s market position than
fluctuating advertising expenditures.
Similarly, a price reduction as a means of
increasing sales may evoke identical or
similar behaviour on the part of the firm’s
competitors. On these situations
concentration on advertising can offset the
need for price changes.

Again,
Advertising helps salesman while
making personnel calls. Since the
audience are already familiar about the
advertised product, the salesman’s task
becomes easier and his appeal effective
for price changes.

Finally,
Advertising encourages the creative
arts and the artists. In the process it even
develops an aesthetic sense in the
society.
Advertisement is presumed to done
mostly by sellers. But it need not be so
always. Sometimes competition among
buyers may become far keener than

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among sellers, buyers may then advertise
to obtain scarce supplies.
Both the quality and the money spent
on advertisement have increased in recent
times. This is both because the general
importance has been realized and
because there are a number of objectives
which may be served by advertising.

Summery
Advertisement which is a way of
giving message from founder to
customers. It conveys the productive
information to whale world. Everyone has
two sides. Advertisement gives the
information beyond the truth that creates
new customers.
illiterate or literate human beings are
highly influenced through this mass media

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with the help of advertisement, it embrace
the challenges and get transformed
buyer’s mind. The ather side of its that it
creates open challenges to other firm. In
personal way, it helpful to encourage art
and artist. If the qualities of advertisement
had apt, it would have give new customers
and create new era.

Review of the topic
 Introduction
 Definition of advertising in modern
marketing
 Importance of advertising in modern
marketing
 Summery
 Bibliography

Bibliography
1. Modern marketing principles & practices
# R.S.N. Pillar
# Bagavathi
# S. Chand
2. Modern marketing management
# K.C. Nair

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# Jose Paul
# J. John
Himalaya publishing house
3. An introduction to marketing
Fifth edition
# D. Amarchand
# B. Varadharajan

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4. Marketing management
# Dr. C.B. Gupta
# Dr. N. Rajan Nair
Sultan chard & sons
5. Principles and practice of marketing in
India
# Dr. C.B. Mamoria
# R.L. Joshi
# Dr. N.I. Mulla Kitab mahal