INTRODUCTION & DEFINITION OF
ADVERTISING
BY
SAMRT LEARNING WAY

FLOW OF PRESENTATION
INTRODUCTION
DEFINITION
WHAT IS ADVERTISING ?
EXAMPLE
CONCLUSION
REVIEW OF TOPIC
BIBLIOGRAPHY

INTRODUCTION
The present era is of mass production and
distribution. Similar products are taken to the
market. This involves stiff competition amongst
the producers. many firms adopt the vigorous
means to maintain their existence in the market,
as there are many substitutes in the market. This
tendency is a struggle for the producers for their
survival in the modern business world. All
businessmen aim to make profit by increasing the
sales at a remunerative price policy. when we
manufacture good quality products or offer expert
services, these must be know to the public.

Con…
For this mass communication is needed as the
population is great or the market area is wide. We
can adopt sales promotion and advertising as tools
to mobilise the marketing machinery. In the present
business world, suitable publicity is done through
advertising, which is adopted by commercial and
industrial undertakings and almost all types of
concerns. Therefore advertisement is a method of
publicity.

DEFINITION
1) Littlefield defines it as “advertising is mass
communication of information intended to
persuade buyers as to maximse profits.”
2) Hall defines it as “salesmanship in writing, print or
pictures or spreading information by means of the
written and printed word and pictures .
3) Stanton says, "advertising consists of all the
activities involved in presenting to a group a non-personal,
oral or visual, openly sponsored
message regarding a product, service or idea.”

4) In the words of Egbert, “advertising is any form of
selling other than personal contact between the
seller’s representative and the prospective
customer.”
5) American marketing association defines,
“advertising as any paid form of non-personal
presentation and promotion of ideas, goods, or
services by an identified sponsor.”
6) As defined by starch, perhaps the most simple to
understand is “selling in print,” or “presenting a
commodity in print to the people in such a way that
they way be induced to buy it.” it is sometimes
called printed salesmanship.”

7) Simply stated “advertising is the art” says Greer,"
advertising is a general term for any and all forms
of publicity, from the cry of the street boy selling
newspapers to the most elaborate attention –
attracting device. The object always is to bring to
public notice some article or service; to create a
demand to stimulate buying; and in general to
bring together the man with something to sell and
the man who has means or desire to buy.”
8) Encyclopedia Britannica defines advertising “as
essentially form of communication through such
diverse media as handbills, news-papers,
magazines, billboards, letters, radio, and television
broadcasts and motion pictures,”

9) Prof. sand age has said that “advertising has taken
itself the task of interpreting the qualities of a
product in terms of consumer’s needs and wants.”
10) “Advertising is mass paid communication, the
ultimate purpose of which is to impart information,
develop attitudes and induce action beneficial to
the advertiser (generally the sale of a product or
services.)

11) According to Gardner it is a means of mass selling
that has grown up parallel with and has been
made necessary by mass productions.”
12) Copeland includes in advertising “all non-personal
methods of stimulating sales and of increasing or
retaining patronage.”
13) Dr. Jones defines it as, “a sort of machine made
mass production method of selling, which
supplements the voice and personality of the
individual salesman, much as in manufacturing the
machine supplements the hands of the
craftsman .”

14) According to Borden . “advertising includes those
activities by which, visual or oral messages are
addressed to the people for the purpose of informing
them and influencing them either to buy
merchandise or to act or be inclined favourably
towards ideas, institution, or persons featured
___advertising messages are identified with the
advertiser either by signature or by oral statement
___advertising is a commercial transaction involving
payments to publishers or broadcasters, and others
whose media are employed.”

15) Advertising consists of all the activities involved in
presenting to a group a non-personal, oral or
visual, openly sponsored message regarding a
product, service, or idea; this message, called an
advertisement is disseminated through one or
more media and is paid for by the identified
sponsor.”
16) Advertising is the nonpersonal communication of
information usually paid for and usually persuasive
in nature about products, services or ideas by
identified sponsors through the various media.”

17) Advertising is attempting to influence the buying
behavior of your customers or clients by providing
a persuasive selling message about your products
and / or services.
18) Advertising is bringing a product (or service) to the
attention of potential and current customers.
Advertising is focused on one particular product or
service. Thus, an advertising plan for one product
might be very different than that for another
product. Advertising is typically done with signs,
brochures, commercials direct mailing or e-mail
messages, personal contact, etc.

19) Technically, advertising is only one way of
promoting your business, and you will want to be
sure that whatever form of advertising you choose
first in with your marketing plan and overall
marketing strategy.
20) Advertising is paid for, and hence it is a
commercial transaction this is exactly the element
with which the term publicity is distinguished from
advertising.
21) The publicity is defined as “any from of
commercially significant news about a product, an
institution, a service, or a person published in a
space or radio that is not paid for by the sponsor.”

22) Advertising is non- personal, whatever be the form
of advertisements ( visual, spoken or written) they
are directed at a mass audience, and not directly
at the individual as is the case in personal selling.
Advertising are identifiable with their sponsor or
originator, which is not always the case with
publicity or propaganda.
23) advertising is the use of bright ideas, stunts and
slogans to popularize goods.”
24) “salesmanship in writing print or pictures or
spreading information by means of the written and
printed word and the pictures.”

What is advertising ?
Advertising is that activity by which visual or oral
messages are addressed to the general public. Its
purpose is to inform or influence them in order to
increase the sales of the advertising. It is done with
a view to sell the goods or services, offered by the
advertiser. It may also draw the readers or viewers
to act favourably towards the idea or institution
featured. It is paid for by a seller (sponsor). The
seller or the advertiser has to pay for the space (or
time) through which the message (advertisement)
appears. The aim is to persuade people to buy
more.

advertising creates desire for new products.
The success of advertising greatly depends
upon effective advertising programmer. An
effective advertising naturatty necessitates
mass production, thereby reduces unit cost
by lowering the price of goods in favour of
consumers.

EXAMPLE
 Newspapers
 Radio
 Magazines
 Television
 Media

CONCLUSION
Advertising is any paid form of nonpersonal
presentation and promotion of ideas, goods, or
services by an identified sponsor. Advertising
include not only business firms but also charitable,
nonprofit, and government agencies that advertise
to various publics.

REVIEW OF TOPIC
1) INTRODUCTION
2) DEFINITION
3) WHAT IS ADVERTISING ?
4) EXAMPLE
5) CONCLUSION

BIBLIOGRAPHY
1) Modern marketing
by
R. S. PILLAI
bagavathi
S. chand & company LTD.
Ramnagar
2) principles & practice of marketing in India
by

Dr.C.B.MAMORIA,
R.L.JOSHI,
Dr.N.I.MULLA,
KITAB MAHAL
4) Marketing management
the millenniums edition
by
Philip kotler
5) Marketing management
Dr. C.B. GUPTA
Dr. N. RAJAN NAIR
SULTAN CHAND & SONS