c

Advertising facilitates large scale marketing. It is a medium of mass

communication. Manufacturers supply information about new products through advertising. The
fact that companies spend crores of rupees on advertising through TV, radio and newspapers
indicates its benefits in sales promotion. Advertising is within the scope of 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 consumer support. New communication
techniques are now used for making advertising attractive and agreeable. The basic purpose of
advertising is to give information, to attract attention, to create awareness and finally to influence
the buying behavior of consumers. Advertising is certainly needed in marketing but is equally
important and essential in social, cultural and political aspects of our life.

The term 'Advertising' originates from the Latin word 'Ã ' which means "

à ". The dictionary meaning of the term advertising is "
Ã". This suggests that advertising acts as a marketing vehicle and is useful for
drawing the attention of people (prospects) towards a specific product/service/manufacturer.

Ô

Advertising is defined differently by different authorities and the institutions dealing with the
subject of advertising. The American Marketing Association defines advertising as "any paid
form of non-personal presentation and promotion of ideas, goods or services by an identified
sponsor." This definition suggests the following features of advertising. Firstly, advertisement is
paid for by the sponsor/advertiser. Naturally, he exercises control over the advertisement.
Secondly, advertising is non-personal selling. It is a medium of mass communication for large
scale selling. Thirdly, advertising acts as important marketing tool for presentation and
promotion of ideas, goods and services. Finally, advertising needs the sponsor of the message
known. Advertising will be meaningless if the advertiser is not clearly identified.
u

1. ›


ΠThe basic purpose of advertising is to provide
information about products/services to prospective buyers. The details of products such as
features, uses, prices, benefits, manufacturer's name, and instructions to be followed while
using the product are given in the advertisements. The advertising message and brand name
are also given. The information supplied gives education and guidance to consumers and
facilitates correct selection of goods by them.
2. £



ΠThe advertiser has to pay to the media for giving publicity to
his advertising message. He pays for the advertisement and naturally he decides the size,
slogan, etc. given in the advertisement. Advertising is a form of paid communication.
3.


ΠAdvertising is non-personal in character as against
salesmanship which is personal (face to face communication) in character. In advertising, the
message is given to all and not to one specific individual. This rule is applicable to all
advertising media including press. However even in advertising target consumers or target
market can be selected for making an advertising appeal.
4. ÿ

ΠAdvertising is basically for giving information

to consumers. This information is always related to the features and benefits of goods and
services of different types. Advertising gives new ideas to consumers as its contents are
meaningful. The aim is to make the ideas popular and thereby to promote sales. For example,
advertising on family planning, family welfare, and life insurance is useful for placing new
ideas before the people.
5. -

ΠAdvertising aims at persuasion of potential customers. Advertising
attracts attention towards a product, creates desire to have the same and finally induces
consumers to visit the market and purchase the same. Advertising has psychological impact on
consumers. It influences the buying decisions of consumers.
6. ©
ΠIt is possible to make intensive advertising by selecting a specific market or
specific segment of consumers (e.g. children, housewives, etc.) for the purpose of advertising.
This selection of a specific market is called target market. Advertising becomes effective and
result oriented when it is target oriented. The waste in advertising can be minimized through
such target oriented advertising.
7. ›› £

ΠIt is now universally accepted that advertising is an art,
science and a profession. It is an art as it needs creativity for raising its effectiveness.
Advertising is a science as it has its principles and rules. Advertising is now treated as a
profession with its professional bodies and code of conduct for members. Advertising
agencies and space brokers function as professionals in the field of advertising.
r. Ê
ΠAdvertising is an important element in marketing
mix. It supports the sales promotion efforts of the manufacturer and makes positive
contribution in sales promotion provided other elements in the marketing mix are reasonably
favorable. This is natural as advertising alone is not adequate for promoting sales. Many
companies now spend huge funds on advertising and public relations
9.  
ΠAdvertising is a method of presenting a product in
an artistic, attractive and agreeable manner. This is possible through the element of creativity
which is the essence of advertising. Creativity can be introduced by creative people
(professionals) in the field of advertising. They introduce new techniques for introducing
creativity. Without creativity, advertising will be like a body without a soul.

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The advantages of advertising can be divided into two main groups. One group denotes benefits
to manufactures and other group denotes benefit to consumers. Let's find out how each of them
gets benefited by advertising.

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1. J

ΠAdvertising is useful as a sales promotion
technique. It gives information to consumers and encourages them to purchase more.
Manufacturers expand their production base due to higher market demand created through
advertising.
2. Ê



ΠAdvertising facilitates the introduction of new products. Due
to advertising, information about new products is given to the prospects. This creates demand
and the manufacturer is able to sell new products along with the existing ones.
3.   Œ Advertising spreads information and encourages consumers to
purchase new products. Such advertising leads to the creation of new demand. Various
concessions are offered to consumers in the initial period. This gives positive response from
the consumers. Thus, advertising creates new demand from non-users.
4. G
ΠAdvertising creates proper background for personal
selling. It gives advance information to the prospects. They visit the shop in order to purchase
a particular product which they know through advertising media. The job of a salesman
becomes easy as consumers develop affinity to specific products. In brief, advertising supports
and supplements personal selling.
5. - ΠManufacturers introduce branding for making their products popular
with distinct personality. The brands are made popular through advertising. As a result,
consumers develop loyalty towards a specific brand. Advertising builds brand image and this
develops consumer loyalty towards a specific brand.
6. å



ΠAdvertising creates demand and promotes sales. This enables a
manufacturer to conduct production on a large scale. This leads to reduction in the cost of
production and distribution. As a result, the profit margin of the manufacturer increases.
7. G

ΠA manufacturer can face market competition effectively and can make
his products popular through advertising. He can remove misunderstanding among consumers
about his products through appropriate advertising.
r.


ΠA manufacturer can make his sales promotion campaign successful by
using the support of advertising. He can prepare proper background for the success of such
campaign as advertising facilitates direct communication with consumers.
9. ÿ

ΠA manufacturer can build up goodwill and good image in the business
world and also among the consumers through advertising. The social welfare programmes and
community service activities can be given wide publicity through advertising. Even the
progress of the Organisation can be brought to the notice of the public through advertising.

è Ô

1.

Ê

ΠConsumers get
information and guidance from advertising. They can study the advertisements of competitors
and select the products which are profitable to them. This avoids their cheating and
exploitation at the hands of middlemen.
2. › Œ Advertising acts as a reminder to consumers. They remember what is
urgently required to be purchased through advertising.
3.


ΠAdvertising leads to competition among manufacturers and
retailers. They have to offer something special in order to attract consumers. Such attraction
offers benefits to consumers. For example, manufactures have to bring down the price in order
to attract customers. They have to supply quality goods in order to attract more customers. All
this is beneficial to consumers in terms of price and quality of goods.
4. å Œ Advertising raises the standard of living of people by supplying
information about goods and services which can offer convenience and pleasure to them.
Advertising guides consumers in the selection of most suitable goods for their daily life. Thus
advertising provides higher standard of living to consumers as a social group
5. ü
ΠConsumers get information about uses/benefits of different products
through advertising. They also get guidance as regards the right manner of using the product.
This avoids possible damage of the product purchased. Even the product can be used for
different purposes because of the information supplied through advertisements.
D å
ΠAdvertising helps consumers in removing their
misunderstanding about certain products. They change their attitudes towards

The following points suggest the role of advertising in selling sales promotion of consumer
durables.
1. Advertising is useful for giving information and guidance to prospective buyers of consumer
durables. Here, advertising gives the details of special features, benefits, price discount, and
other concessions offered, etc. to the purchasers of consumer durables and encourage
interested customers to take initiative in purchasing the durable articles.
2. Effective advertising of consumer durables creates proper background for personal selling. An
attraction is created in the minds of consumers and they are encouraged to visit retail shop in
order to see the article or look at the demonstration of its working. Here, the salesman can use
his skills and see that the article is purchased by his visitors.
3. Advertising of consumer products enables a manufacturer to face market competition
effectively. He can give special features of his product and also suggest how his product is
superior to that of his competitors. This is useful for sales promotion of consumer durables.
Even consumers can make appropriate selection of a suitable product by studying the
advertisements of competitors.
4. Advertising of consumer durables during the festival period acts as a reminder to consumers.
They remember to purchase a useful product on the eve of the festival. This technique
facilitates sales promotion during the festival period.
5. The seller of consumer products (manufacturing company) may like to offer attractive gift or
price discount to interested consumers. Here, advertising can be made effectively. This
encourages consumers to purchase a durable product. Such advertisements are common
during festivals. Even local dealer may offer certain concession to his customers. He can make
suitable advertisement of such concession for large scale selling at the local level.
In short, effective advertising of consumer durables is necessary and useful for regular selling,
for providing information and guidance to consumers and finally for sales promotion

D

Advertising media are as noted in the chart given belowŒ

It may be noted that advertising media have their special features, merits, limitations and
suitability. An advertiser has to consider his advertising budget and select the most appropriate
advertising media and use them for advertising purpose.

[

While undertaking advertising campaign or while organising an advertising programme for

products Πconsumer products, (tooth paste, chocolate, soap, face powder, skin cream, etc.) or
durable products, (car, TV, etc.) or industrial products, (machine, etc.) concerned company has to
take certain decisions and adjust the advertising activity accordingly. Such advertising decision-
making is a five-step process (Five Ms of advertising) consisting of mission, money, message,
media and measurement. In other words, evaluation and broad decisions need to be taken in
regard to these five areas while organising an advertising programme/campaign. Five Ms of
advertising are five basic considerations which need to be given proper attention so as to have
positive/favorable effect of advertising efforts. These considerations are particularly applicable
to consumer product marketing such as tooth paste, face powder, body creams, soaps, chocolates
and so on.
Advertising will be effective/result oriented when it is made with proper planning and
appropriate decisions as regards the objectives, media used, funds provided and so on. In short,
advertising activity needs appropriate decision-making on various matters. Such decisions
constitute the steps in the advertising




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An advertiser has to take decisions on the following aspectsŒ

1.
ΠThis refers to the purpose/objective behind advertising. The objectives behind
advertising are varied in character. They include sales promotion, information and guidance to
consumers, developing brand loyalty, market goodwill, facing market competition effectively,
making the products popular/successful and introduction of a new product. Decision in regard
to mission is a basic one as other decisions are to be adjusted as per the mission or objective or
purpose of advertising decided. For consumer products like chocolate, tooth paste, soap, the
mission/objective include facing market competition, sales promotion and making the product
popular in the market.
2.
ΠThis refers to the finance provided for advertising purpose (advertising budget). It
means the budget allocation made by the company for advertising. Money provided is a
limiting factor as effectiveness of advertising, media used, coverage of advertising, etc. are
related to the funds provided for advertising purpose. Advertising is costly and companies
have to spend crores of rupees for this purpose. Advertising should be always within the limits
of funds provided. Naturally, decisions on advertising package should be adjusted as per the
budget allocation for advertising.
It may be noted that consumer products like tooth paste or chocolate are highly competitive
with many substitutes easily available in the market. Naturally, extensive advertising on TV,
newspapers, radio, etc. is required. These media are costly. Naturally, the
manufacturing/marketing company will have to provide huge money for advertising purpose.
3. ΠMessage is provided through the text of advertisement. The message is given
through written words, pictures, slogans and so on. The message is for the information,
guidance and motivation of prospective buyers. Attractive and meaningful messages give
positive results and the advertising becomes result-oriented. The services of creative writers,
artists, etc. are used for giving attractive message to the consumers. Here, the advertiser has to
decide the message to be given, the media to be used for communicating the message, the
extent of creativity, the specific customer group selected for giving the message and so on.
The message is also related to the decisions taken as regards mission and money provided for
advertising.
For advertising consumer product like chocolate, the message is important. The buyers are
mainly children and others of lower age groups or for the benefit (pleasure and satisfaction) of
younger generation. The advertising message should be simple and easily understandable with
the help of picture or slogan. It should be also attractive and agreeable to younger generation.
The pictures or slogans used should be short and impressive.
4. ΠMedia of advertising are already noted previously. The advertiser has to take decision
about the media to be used for advertising purpose. Media differ as regards cost, coverage,
effectiveness and so on. The selection of media depends on the budget provided, products to
be advertised, and features of prospective buyers and so on. Wrong decision on media may
make advertising ineffective and money spent will be wasted. This suggests that media should
be selected properly and decision in this regard is important and critical.
For advertising popular and extensively used consumer items like chocolate, the media should
be selected properly. TV advertising particularly a cartoon channel, advertising in children
books or newspaper supplements for children, advertising on radio programmes for children,
etc.
5. ΠMeasure relates to the effectiveness of advertising. An advertiser will like to make
evaluation of advertisement in order to judge its effectiveness. If an advertisement is not
effective /purposeful, it will be modified or withdrawn. This is necessary for avoiding
expenditure on the advertisement which is not effective or is not likely to give positive results.
An advertiser has to measure the effectiveness of his advertisement programme/ campaign and
take suitable decisions. This decision-making as regards effectiveness of advertising is equally
important and essential. Such testing facilitates introduction of suitable remedial measures, if
required.
For measuring effectiveness of chocolate advertising, the post advertising sale is one major
consideration. Demand creation in new market segments or in new age groups is another
consideration for the measurement of advertising effectiveness. Even success of sales promotion
programme is useful for measuring advertising effectiveness.
In brief, like other areas of marketing management, decision-making is necessary in advertising.
This relates to Five Ms - mission, money, message, media and measurement.