Advertising and Media Chapter Notes | Window on the Word Class 7: Solutions, Notes & Worksheets PDF Download

What is Advertising?

• Advertising is the process of promoting the sale of a product or service by drawing public attention to it.
• It conveys information about a product from the producer to the customer.
• Advertising is a form of marketing with the goal of tempting people to buy the product or promoting an idea or cause.
• Advertisements can be artistic, creative, serious, humorous, political, informative, or entertaining.
• Effective advertising can determine the success or failure of a product.

Advertising and Brand Building

• Branding involves giving a product or service an identity.
• A brand includes the product's name and logo.
• Advertising associates a brand with certain qualities, features, and values.
• Brand image is gradually built through advertising.

Types of Advertising

Commercial Advertising:

• Aims to generate profits by selling a product or service.
• Goals include creating the need for the product, increasing desirability, creating awareness, and aiding in consumer recall.
• Uses various techniques like repetition, catchy slogans, jingles, and celebrity endorsements.
• Can lead to increased competition and consumerism.

Social Advertising:

• Educates the public on social issues such as public health, education, and road safety.
• Motivated by social purposes, not financial gains.
• Used by the government, private companies, and NGOs to convey social messages.

 Political Advertising:

• Advertisements created by political parties during their campaigns.
• Common in multi-party democracies like India.
• Used to advertise agendas and achievements through various media.

The Role of the Media in Advertising

• Advertising is carried out through newspapers, television, radio, and the Internet.
• Media relies on advertising revenue to subsidize content and provide better quality content.
• Specialized advertising agencies determine ad concepts and media choices based on the target audience.
• The choice of media depends on the product and its audience.

The Internet and Advertising

• Internet advertising is growing, allowing advertisers to target potential customers based on their online behavior.
• Data mining processes track online behavior, spending habits, likes, dislikes, and media usage.
• Information helps identify and target prospective customers effectively.

The Impact of Advertising

Merits of Advertising:

• Creates awareness about products in the market.
• Encourages competition, offering a wider range of options and potentially lower prices.
• Drives demand for new and innovative products, promoting industrial growth.
• Improves the standard of living by spreading information about product benefits.
• Aids in brand building, creating a loyal customer base.

Demerits of Advertising:

• Promotes consumerism, leading to excessive consumption.
• Manipulates consumers by giving emotional value to products.
• Can be biased and misleading, focusing only on positive features.
• Uses celebrities to endorse products, influencing consumers.