Advertising facilitates large-scale marketing. It is a medium of mass communication. Manufacturers supply information about new products through it. The fact that companies spend millions of dollars on it through TV, radio, the internet, and newspapers indicate its benefits in sales promotion.
Advertising is within the scope of a promotion, which is one element in the marketing mix. It is getting popularity in the present highly competitive and consumer-oriented marketing. All products old and new, consumer and durable, cheap and costly need extensive advertising for sales promotion and customer support. Latest communication techniques now are used for making it more attractive and agreeable.
The main purpose of advertising is to:
• Give information
• Attract attention
• Create awareness, and
• Influence the buying behavior of consumers
Advertising is crucial in marketing but is also equally important and essential to social, cultural and political aspects of our lives.
The term ‘Advertising’ originates from the Latin word ‘Advertere’ which means “to turn the mind towards.”
The dictionary meaning of the term advertising is “to give public notice or to announce publicity.”
Advertising acts as a marketing vehicle and is useful for drawing the attention of people (prospects) towards a particular product or service.
Advertising is defined differently by various authorities and the institutions dealing with its subject.
The American Marketing Association (AMA) defines advertising as,
“Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.”