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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