Advertising is nothing but a paid form of non-personal presentation or promotion of ideas, goods or services by an identified sponsor with a view to disseminate information concerning an idea, product or service. The message which is presented or disseminated is called advertisement. In the present day marketing activities hardly is there any business in the modern world which does not advertise. However, the form of advertisement differs from business to business.
Advertisement has been defined differently by different persons. A few definitions are being reproduced below:
According to Wood, “Advertising is causing to know to remember, to do.
According to Wheeler, “Advertising is any form of paid non-personal presentation of ideas, goods or services for the purpose of inducting people to buy.”
According to Richard Buskirk, “Advertising is a paid form of non-personal presentation of ideas, goods or services by an identified sponsor.
According to William J. Stanton, “Advertising consists of all the activities involves in presenting to a group, a non-personal, oral or visual, openly sponsored message regarding disseminated through one or more media and is paid for by an identified sponsor.”
The above definitions clearly reveal the nature of advertisement. This is a powerful element of the promotion mix. Essentially advertising means spreading of information about the characteristics of the product to the prospective customers with a view to sell the product or increase the sale volume.
The main features of advertise are as under:
* It is directed towards increasing the sales of business.
* Advertising is a paid form of publicity
* It is non-personal. They are directed at a mass audience and nor at the individual as is in the case of personal selling.
* Advertisement are identifiable with their sponsor of originator which is not always the case with publicity or propaganda.
Objective / Functions of advertising
The purpose of advertising is.