Introduction to Advertising
Definition
The word advertising comes from the Latin word advertere, meaning to turn the minds. It is the
process that entails the featuring aspects of non-personal communication about a product/service
or idea with the audience (customers and consumers). It involves persuasive techniques and
influencing strategies to bring products, services, or opinions to the public notice with to bring
change to their attitudinal and purchase behavior.
Some definitions given by various authors are:
According to William J. Stanton
"Advertising comprises all the activities involved in presenting to audience non-personal,
sponsor-identified, paid-for messages about a product or an organization"
According to the American Marketing Association
"Advertising is any paid form of non-personal presentation and promotion of ideas, goods, and
services by an identified sponsor”
Advertisements
According to UK’s Advertising Association: Advertisements are paid/sponsored messages
intended to disseminate information about a product/service or idea by the advertiser to the
audience.
Description
Advertising has its roots deeply embedded in history. In primitive times, advertising is conducted
by word of mouth or personal selling (still an eminent feature of Public Relations). Revolution in
advertising came after the progress of printing in the 15th and 16th centuries. Dailies, weeklies and
monthlies, mails, newsletters, and magazines gave space to advertisements and circulates among
large readerships. Advertising thrived and progressed by the start of the 18 th century with cinema
and electronic media and later digital/new media.
, Contemporarily, advertisements are visible everywhere, though people may not be aware of
them. Today, advertising uses every personal and non-personal form of media to deliver its
message to the target audience via Print Media, Electronic Media, New/Digital Media,
Personal/Direct Media, Personal selling, Sponsorships, and even endorsements. Advertising
provides information about the advertisers, advertising firms, products/services, their specialties,
placement, and point of purchase. Advertisement, these days, is considered the right hand for
boosting marketing and is an integral part of IMC (Integrated Marketing Communication). It
helps to grab the attention of the target audience persuasively and is a brilliant strategy to give
and promote a company or a product b giving it stable brand recognition in a competitive market.
It is being used by every manufacturer, company, brand, and even individuals (e.g. politicians in
terms of political advertising campaigns) to bring themselves to the limelight and make
themselves popularly known.
Advertising Platforms:
1. New Media
Social media, e.g. Facebook, Snapchat, Twitter, YouTube, etc
Blogs
Webpages
Search engines, keyword marketing
Mobile and its applications
2. Electronic media
Television (Television commercial)
Radio (AM, FM, XM, Spotify), etc
3. Print Media
Newspapers
Magazines (Consumer, Trade, Fashion, Sports, Business, etc.)
Outdoor billboards
Catalogs
Samples
Handouts
Brouchers
Definition
The word advertising comes from the Latin word advertere, meaning to turn the minds. It is the
process that entails the featuring aspects of non-personal communication about a product/service
or idea with the audience (customers and consumers). It involves persuasive techniques and
influencing strategies to bring products, services, or opinions to the public notice with to bring
change to their attitudinal and purchase behavior.
Some definitions given by various authors are:
According to William J. Stanton
"Advertising comprises all the activities involved in presenting to audience non-personal,
sponsor-identified, paid-for messages about a product or an organization"
According to the American Marketing Association
"Advertising is any paid form of non-personal presentation and promotion of ideas, goods, and
services by an identified sponsor”
Advertisements
According to UK’s Advertising Association: Advertisements are paid/sponsored messages
intended to disseminate information about a product/service or idea by the advertiser to the
audience.
Description
Advertising has its roots deeply embedded in history. In primitive times, advertising is conducted
by word of mouth or personal selling (still an eminent feature of Public Relations). Revolution in
advertising came after the progress of printing in the 15th and 16th centuries. Dailies, weeklies and
monthlies, mails, newsletters, and magazines gave space to advertisements and circulates among
large readerships. Advertising thrived and progressed by the start of the 18 th century with cinema
and electronic media and later digital/new media.
, Contemporarily, advertisements are visible everywhere, though people may not be aware of
them. Today, advertising uses every personal and non-personal form of media to deliver its
message to the target audience via Print Media, Electronic Media, New/Digital Media,
Personal/Direct Media, Personal selling, Sponsorships, and even endorsements. Advertising
provides information about the advertisers, advertising firms, products/services, their specialties,
placement, and point of purchase. Advertisement, these days, is considered the right hand for
boosting marketing and is an integral part of IMC (Integrated Marketing Communication). It
helps to grab the attention of the target audience persuasively and is a brilliant strategy to give
and promote a company or a product b giving it stable brand recognition in a competitive market.
It is being used by every manufacturer, company, brand, and even individuals (e.g. politicians in
terms of political advertising campaigns) to bring themselves to the limelight and make
themselves popularly known.
Advertising Platforms:
1. New Media
Social media, e.g. Facebook, Snapchat, Twitter, YouTube, etc
Blogs
Webpages
Search engines, keyword marketing
Mobile and its applications
2. Electronic media
Television (Television commercial)
Radio (AM, FM, XM, Spotify), etc
3. Print Media
Newspapers
Magazines (Consumer, Trade, Fashion, Sports, Business, etc.)
Outdoor billboards
Catalogs
Samples
Handouts
Brouchers
