Paper: Mass media and Communication

Name: Savani Manisha

Paper: Mass media and Communication

Topic: History of Advertising

Roll: 10

M.A: 2

SEM: 4

Year: 2012-13

Submitted to:

Dr, Dilip Barad

M.K Bhavnagar University

v what is advertising?

                  The word advertising has its origin from Latin word advertiser which means to turn to. The dictionary meaning of word is to announce publicly or to give public notice.

                Advertising as Dr, Jones defines it is a sort of machine made mass production method of selling which supplements the voice and personality of the individual salesman such as an manufacturing the machine supplemental the hand of the craftsman.

Ø The function of Advertising

§  The tool of marketing:

          Advertising has been defined as tool of marketing. It is used and tool for means selling product idea and service of the identified sponsor.

§  The of communication and persuasion

            Advertising presents and prompts the ideas, goods and services of an identified advertiser. In presenting and promoting an item, the advertiser is engaging in a very important function of communication. It informs the prospective buyers and users about the product and the product it, turns serves as communication link between the producer and the prospective buyers who are interested in seeking the information. Surely advertising may be taken as the most efficient means of reaching people with product information.

§  Distinction between Advertising and publicity:

                         Publicity means dissemination of information about a company used in the field of marketing about a company used in the field of marketing yet they are generally used interchangeably and the general public uses the terms synonymous because both carry the same message.

§  Advertising and propaganda:

                  Propaganda means spreading of ideas, doctrines or messages like publicity and advertising propaganda also communications ideas but it is only one sided communication and there is always favor for a cause. To propaganda do is to influence the opinion of the general public in favor of something.

                    

·       Advertising and personal selling:

            Personal selling means personal communication between buyer and seller by or through the representative of seller. It is thus a sales promotion activity conducted by the agent or representative of the firm. It involves two way communications between buyer and seller.

         Both advertising and salesmanship for personal selling are designed to achieve to promote sales one cannot replace either one. They may be used as complementary to each other. However and the following points of difference may be noted carefully.

       Personal selling is a direct method of selling the product. In personal selling an appeal is made impersonal an indirect method of selling.

Ø Nature of Advertising:

           Advertising as it is generally known is a paid method of mass communication which is aimed at promoting ideas goods or services by an identified sponsor. It is also non- personal communication, for it is not delivered by an actual person but only through by an actual person but only through a medium , , nor is it addressed any specific person , advertising is done by commercial and non-commercial organizations, because it is used to help assume the advertiser of a long businesses life with profitable sales.

v Development of Advertising in India:

                               Advertising in India has a created an incredible awareness among the people in the past decade growing in to big industry. It has grown along with the past and today it has found its way into the other two media. Radio and Television. Advertising which was an American concept originally has found its place in a country like India so much so that the number of commercials has doubled in the media.

                  Advertising in India grew with the India press. In the initial period to advertise meant to inform. The early newspapers and magazines announced births, deaths, arrivals of ships from England sale of house old furniture etc. In the beginning of the nineteenth century new products, discounts and special services got their place in advertisement. Thus, gradually advertising started gaining power it increased with the growth and trend of commerce.

             The leading newspapers like the time of India and the salesman had own advertising departments which prepared layouts for advertisement.

v Type of Advertising

1 Objective

2 media used.

3 geographical coverage

4 other types of advertising

§  Objective based Advertisements

       1 product Advertisements

       2 public service Advertising

                3 corporate and institutional Advertisements

       4 Classified Advertisements

§  Product Advertisements:

           Focus on the product itself rather than the name of company or manufacturers for Ex. The advertisements of chocolalates, soft drink, durable etc to which the audience is exposed to most of time. They promote attitude and life style by directly of indirectly persuading people to acquire and consume the product.

§  Advertising and propaganda:

                                                 Propaganda means spreading of ideas doctrines or messages like publicity and advertising propaganda also communication ideas but It is only one- sided communication and there in always favor for a cause. To propaganda means purpose of propaganda is to influence the opinion of general    public in favor of something.

             Propaganda may be paid for by the propaganda it may be self – sponsored is familiar with the vigorous propaganda on the eve of election. He effect of propaganda is temporary and its ceases to exist as soon as the cause no longer  has an appeal for example, as the day of Election approaches the propaganda in favor of various candidates and parties gains momentum and outs corner to at and as soon as election are over. Thus, ‘’propaganda is the means temporary and it ceases to exist as soon as the cause no longest has an appeal.

§  Advertising and personal selling:

                                                         Personal selling means personal communication between buyer and seller by or through the representation of seller it is thus, a sales promotion activity conducted by the agent or representative of the film; it involves two way communications between buyer and seller.

Both advertising and salesmanship for personal are designed to achieve the same objective to promote sales one cannot replace either one. They may be used as complementary to each other.

§  Development of modern Advertising:

        Advertising for the goods and service is not a new phenomenon in our modern momentary or another since ancient times. Advertising in medieval times was crude when measured by present day standards. The basic objectives were the same to communicate and disseminate information and ideas to groups of persons in order to change or reinforce their buying decisions, so it is erroneous to assume that the advertising function is of recent origin. These are evidence to suggest that Romans practiced advertising spoken evidence.

 Before the advent printing press crude forms of Advertising were used.

1 Trade marks

2 sign or signboards

3 town criers

               Advertising is a form of promotion and means of non-personal mass communication to the existing and prospective customers in order to maximize the company‘s sales and profits.

             To sum up Advertising aims at committing the produce for more turn out, educating the consumer, supplementing the salesmen, converting the dealer to eliminate the competition and above all it’s a link between the producer and the consumer.