PAPER-1 BASIC PRINCIPLES OF ADVERTISING AND PUBLIC …
PAPER-1
BASIC PRINCIPLES OF ADVERTISING AND PUBLIC RELATION
LESSON 1- Advertising Definition, Classification, Growth & Development
LESSON 2- Basic Model and process of advertising, Motivational & Persuasional
Communication of Advertising
LESSON 3- Advertising Public Relation and Publicity
LESSON 4- Extension Education
LESSON 5-Social Advertising
LESSON 6- Advertisement Agencies: Structure & Function, Empanelling & Budgeting
LESSON 7- Public Relations: Definition, Role & Function, Growth & Development
LESSON 8- Difference between Public Relation & Corporate Public Relation
LESSON 9- Public Relation in Public and Private Sector
LESSON 10- Crisis Communication and Lobbying
LESSON 11- Public Issue Communication
Course Code: 01
Author :
Dr. Bandana Pandey
Lesson: 01
Vetter :
Prof. Manoj Dayal
Advertising: Definition, Classification, Growth & Development
STRUCTURE
1.1 Objectives
1.2 Introduction
1.3 Definition
1.4 History of Advertising
1.5 Classification of Advertising
1.6 Role of Advertising
1.7 Scenario of Indian Media
1.8 Summary
1.10 Key words
1.11 Self Assessment Exercise
1.12 Suggested Readings
1.1 OBJECTIVES
The main objectives of this lesson are to understand the basic concepts of
advertising and its definition. To acknowledge the history and development
of advertising. To know the different classifications of advertising. To study
the Indian media scenario. To understand the role of advertising.
1.2
INTRODUCTION
What is advertising?
Advertising is a powerful communication force and vital marketing
tool helping to sell goods, services, images, and ideas through channel of
information and persuasion. It is highly visible force in the society. Today
all of us receive many advertising messages daily. Now it is essential to the
success of any type of business and industry. Furthermore, advertising
strategies are employed more and more by non-business organisation such as
government,
college
and
universities,
public
service
groups
and
characteristics. It is one of the parts of the marketing and communication
process. Advertising convince people to buy products. All advertising
contains both information and persuasion. Today we can say advertising is a
communication, marketing, public-relation, information and persuasion
process. Advertising reaches us through a channel of communication
referred to as a medium. It is usually aimed at a particular segment of the
population - the target audience (Consumer and business).
Basically it is a medium of dissemination of information and
persuasion. It always creates a glamorous area. No doubt today advertising
covers almost every area of the thought process and action of society. It is
considered to be a highly sophisticated communication force and powerful
marketing tool. In other words we can say that it is a complete psychological
treatment of the consumer and a very creative and glamorous area also.
1.3 Definition
The word advertising came from the Latin word' advertere' means "to
turn the mind toward".
The American Marketing Association (AMA) recommends the
definition, "Advertising is any paid form of non-personal presentation and
promotion of ideas, goods and services by an identified sponsor".
The AMA points out that advertising is a tool of marketing along with
the product and its packaging, price, distribution and personnel selling.
Definitely advertising is openly and over the overtly subsidized information
and persuasion, and its task is to present and promote for more than
merchandise. According to this definition promotion is 'non-personal'. It is
directed "to whom it may concern". If advertising is effective, it is because
the audience is receptive to it.
Paid form: When product or services are mentioned favorably in the media-
newspaper, magazines and radio or television- the item appears because it is
presumed to provide information or entertainment for the audience. But this
is publicity, and no payment is made by the benefited organization.
Advertising on the other hand, is published or broadcast because the
advertiser has purchased time or space to tell the story of a certain product or
service.
Non-personal presentation: Personal selling takes place when a personal
face-to-face presentation is made. Although advertising complements or may
submit for, personal selling it is done in a non-personal manner through
intermediaries - or media.
Idea, goods and services: From this point advertising is concerned with
much more than the promotion of tangible goods. Most of the advertising is
designed to help sell goods and services. It is being used increasingly to
further public interest group.
An Identified Sponsor: Advertising discloses or identifies the
sources of the opinion and ideas. According to an identified sponsor, this
point distinguishes advertising from propaganda. Propaganda attempts to
present opinions and ideas in order to influence attitudes and actions.
Advertising on the other hand, disclose or identifies the source of the
opinions and ideas it present.
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