Lecture 1 - Introduction to Advertising Marketing Notes | EduRev

Advertising

Marketing : Lecture 1 - Introduction to Advertising Marketing Notes | EduRev

 Page 1


Introduction to Advertising 
Institute of Lifelong Learning, University of Delhi 
 
 
 
 
 
 
 
Subject : Commerce 
Lesson : Introduction to Advertising 
Lesson Developer : Neha Arora 
College/Department : Satyawati College, Commerce, University of 
Delhi 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Page 2


Introduction to Advertising 
Institute of Lifelong Learning, University of Delhi 
 
 
 
 
 
 
 
Subject : Commerce 
Lesson : Introduction to Advertising 
Lesson Developer : Neha Arora 
College/Department : Satyawati College, Commerce, University of 
Delhi 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Introduction to Advertising 
2 
Institute of Lifelong Learning, University of Delhi. 
 
Table of Contents: 
 
Chapter:  Introduction to Advertising 
 
1: Learning outcomes 
2: Introduction 
3: Nature and Importance of Advertising 
3.1: Nature of Advertising 
3.2: Importance of Advertising 
4: Advertising vs. Publicity 
5: Need for Advertising 
6: Growth of Modern Advertising 
7: Role of Advertising in Society  
8: Concept of Advertising objectives 
Summary   
Exercises 
Glossary 
References  
  
Page 3


Introduction to Advertising 
Institute of Lifelong Learning, University of Delhi 
 
 
 
 
 
 
 
Subject : Commerce 
Lesson : Introduction to Advertising 
Lesson Developer : Neha Arora 
College/Department : Satyawati College, Commerce, University of 
Delhi 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Introduction to Advertising 
2 
Institute of Lifelong Learning, University of Delhi. 
 
Table of Contents: 
 
Chapter:  Introduction to Advertising 
 
1: Learning outcomes 
2: Introduction 
3: Nature and Importance of Advertising 
3.1: Nature of Advertising 
3.2: Importance of Advertising 
4: Advertising vs. Publicity 
5: Need for Advertising 
6: Growth of Modern Advertising 
7: Role of Advertising in Society  
8: Concept of Advertising objectives 
Summary   
Exercises 
Glossary 
References  
  
Introduction to Advertising 
3 
Institute of Lifelong Learning, University of Delhi. 
 
1. Learning Outcomes: 
After you have read this chapter, you should be able to: 
 
? understand meaning and nature of advertising, 
? appreciate the importance of advertising in business, 
? describe the need for advertising, 
? appreciate the growth of modern advertising, 
? understand the concept of advertising objectives, 
? differentiate between advertising and publicity, 
? comprehend the role and importance of advertising in society. 
 
 
 
 
 
  
Page 4


Introduction to Advertising 
Institute of Lifelong Learning, University of Delhi 
 
 
 
 
 
 
 
Subject : Commerce 
Lesson : Introduction to Advertising 
Lesson Developer : Neha Arora 
College/Department : Satyawati College, Commerce, University of 
Delhi 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Introduction to Advertising 
2 
Institute of Lifelong Learning, University of Delhi. 
 
Table of Contents: 
 
Chapter:  Introduction to Advertising 
 
1: Learning outcomes 
2: Introduction 
3: Nature and Importance of Advertising 
3.1: Nature of Advertising 
3.2: Importance of Advertising 
4: Advertising vs. Publicity 
5: Need for Advertising 
6: Growth of Modern Advertising 
7: Role of Advertising in Society  
8: Concept of Advertising objectives 
Summary   
Exercises 
Glossary 
References  
  
Introduction to Advertising 
3 
Institute of Lifelong Learning, University of Delhi. 
 
1. Learning Outcomes: 
After you have read this chapter, you should be able to: 
 
? understand meaning and nature of advertising, 
? appreciate the importance of advertising in business, 
? describe the need for advertising, 
? appreciate the growth of modern advertising, 
? understand the concept of advertising objectives, 
? differentiate between advertising and publicity, 
? comprehend the role and importance of advertising in society. 
 
 
 
 
 
  
Introduction to Advertising 
4 
Institute of Lifelong Learning, University of Delhi. 
 
 
 
2. Introduction 
 
The word “advertise” comes from the Latin word "advertere” meaning “to turn toward" or 
“to pay attention”. 
 
Advertising is an impersonal form of promotion that is directed towards the public at large 
and is paid for. It is a communication tool used to influence or persuade specific group of 
audience to take a desired action during a particular period.  
 
It has been defined by various authors as: 
 
“Advertising is any paid form of non-personal presentation and promotion of ideas, goods 
and services through mass media such as newspapers, magazines, television or radio by an 
identified sponsor”. (Philip Kotler) 
 
"Advertising consists of all the activities involved in presenting to a group, a non-personal, 
oral or visual, openly sponsored message regarding disseminated information through one 
or more media and is paid for by an identified sponsor." (According to William J. Stanton)
1
  
 
“Advertising is any paid form of non-personal presentation and promotion of ideas, goods 
and services by an identified sponsor". (American Marketing Association (AMA))
2
  
 
Advertising is an important and integral part of business; it helps in communicating 
business information to the present and potential customers. The advertisement is useful in 
providing information about the company’s product, its quality, features, price, usage, 
promotional offers, etc., to the customers. Advertisement is most visible form of all 
promotional activities, which has a direct effect on the minds of the target customers. It is 
important for both buyers and sellers. However, it is more important for sellers, as it is an 
indispensible tool to reach the target users in this modern age of large-scale production, 
intense competition in wide, distant and diverse market. 
 
Figure 1: Advertising 
 
                                                      
1
http://www.publishyourarticles.net/knowledge-hub/business-studies/advertising.html 
2
http://www.blacksacademy.net/content/3961.html 
Page 5


Introduction to Advertising 
Institute of Lifelong Learning, University of Delhi 
 
 
 
 
 
 
 
Subject : Commerce 
Lesson : Introduction to Advertising 
Lesson Developer : Neha Arora 
College/Department : Satyawati College, Commerce, University of 
Delhi 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Introduction to Advertising 
2 
Institute of Lifelong Learning, University of Delhi. 
 
Table of Contents: 
 
Chapter:  Introduction to Advertising 
 
1: Learning outcomes 
2: Introduction 
3: Nature and Importance of Advertising 
3.1: Nature of Advertising 
3.2: Importance of Advertising 
4: Advertising vs. Publicity 
5: Need for Advertising 
6: Growth of Modern Advertising 
7: Role of Advertising in Society  
8: Concept of Advertising objectives 
Summary   
Exercises 
Glossary 
References  
  
Introduction to Advertising 
3 
Institute of Lifelong Learning, University of Delhi. 
 
1. Learning Outcomes: 
After you have read this chapter, you should be able to: 
 
? understand meaning and nature of advertising, 
? appreciate the importance of advertising in business, 
? describe the need for advertising, 
? appreciate the growth of modern advertising, 
? understand the concept of advertising objectives, 
? differentiate between advertising and publicity, 
? comprehend the role and importance of advertising in society. 
 
 
 
 
 
  
Introduction to Advertising 
4 
Institute of Lifelong Learning, University of Delhi. 
 
 
 
2. Introduction 
 
The word “advertise” comes from the Latin word "advertere” meaning “to turn toward" or 
“to pay attention”. 
 
Advertising is an impersonal form of promotion that is directed towards the public at large 
and is paid for. It is a communication tool used to influence or persuade specific group of 
audience to take a desired action during a particular period.  
 
It has been defined by various authors as: 
 
“Advertising is any paid form of non-personal presentation and promotion of ideas, goods 
and services through mass media such as newspapers, magazines, television or radio by an 
identified sponsor”. (Philip Kotler) 
 
"Advertising consists of all the activities involved in presenting to a group, a non-personal, 
oral or visual, openly sponsored message regarding disseminated information through one 
or more media and is paid for by an identified sponsor." (According to William J. Stanton)
1
  
 
“Advertising is any paid form of non-personal presentation and promotion of ideas, goods 
and services by an identified sponsor". (American Marketing Association (AMA))
2
  
 
Advertising is an important and integral part of business; it helps in communicating 
business information to the present and potential customers. The advertisement is useful in 
providing information about the company’s product, its quality, features, price, usage, 
promotional offers, etc., to the customers. Advertisement is most visible form of all 
promotional activities, which has a direct effect on the minds of the target customers. It is 
important for both buyers and sellers. However, it is more important for sellers, as it is an 
indispensible tool to reach the target users in this modern age of large-scale production, 
intense competition in wide, distant and diverse market. 
 
Figure 1: Advertising 
 
                                                      
1
http://www.publishyourarticles.net/knowledge-hub/business-studies/advertising.html 
2
http://www.blacksacademy.net/content/3961.html 
Introduction to Advertising 
5 
Institute of Lifelong Learning, University of Delhi. 
 
 
Advertising supplements all other form of promotional activities like personal selling, sales 
promotion, direct marketing. Without advertisement, sales promotional activities cannot 
reach out to the masses on time, rendering the sales promotional activities ineffective for 
producers. 
 
3. Nature and Importance of Advertising 
 
Nature of Advertising  
 
Advertising is the dispersal of information related to an idea, product or service to induce, 
motivate action according to the intention of the advertiser. It is a type of non-personal 
communication, paid by the sponsor, very often a manufacturer or a trader, to inform the 
present and prospective customers about its product. Sometimes the sponsor can be a 
Government agency who advertises for the public to look after the public interest and 
welfare. The entire presentation made verbally or visually in print or broadcast through a 
demo in one or more mediums is called an “Advertisement”. Advertisement is inclusive of 
all, the message, slogan, and all those activities that enhance the image of message (for 
example: action, copy design, color and contrast used) that reaches and is well understood 
by the target group. Such an advertisement creates and builds an image so that the viewer 
or listener gets interested in it, his interest gets transformed into a desire, and then finally, 
his interest changes into action, sales/consumption.  
 
Read More
Offer running on EduRev: Apply code STAYHOME200 to get INR 200 off on our premium plan EduRev Infinity!

Dynamic Test

Content Category

Related Searches

Free

,

shortcuts and tricks

,

past year papers

,

study material

,

video lectures

,

Objective type Questions

,

Extra Questions

,

Viva Questions

,

MCQs

,

mock tests for examination

,

Lecture 1 - Introduction to Advertising Marketing Notes | EduRev

,

Lecture 1 - Introduction to Advertising Marketing Notes | EduRev

,

Lecture 1 - Introduction to Advertising Marketing Notes | EduRev

,

Summary

,

ppt

,

Important questions

,

pdf

,

practice quizzes

,

Exam

,

Semester Notes

,

Previous Year Questions with Solutions

,

Sample Paper

;