Introduction:
In today generation Advertising became
mass communication in the world. Now a
day’s Television, social media full of advertisement and produces mass communication
and connect world together. Social media earning lot of money by producing and
creating new advertisement and give people delight. There are many advantages
of advertisement but in some extent there are also some disadvantages also. So,
let’s discuss in detail about what is advertising and what is the impact of it
and its right to be say that Advertising is a boon as well as curse.
What is advertising?
Different media channels and different
communications opportunities require different approaches.
Now agencies use a variety of different
models of communication:
- Persuasion
- Engagement
- Participation
- Facilitation
- Conversation
Advertising (or advertizing)[1][2][3] is
a form of marketing communication used to persuade an audience to take or continue
some action, usually with respect to a commercial offering, or political or
ideological support.
In Latin, ad vertere means "to turn
toward".[4] The purpose of advertising may also be to reassure employees
or shareholders that a company is viable or successful. Advertising messages
are usually paid for by sponsors and viewed via various old media; including
mass media such as newspaper, magazines, television advertisement, radio
advertisement, outdoor advertising or direct mail; or new media such as blogs,
websites or text messages.
Advertising is a form of mass communication. It involves a
process of transmission of information by the manufacture or a seller of a
product or service to modify or stimulate the behavior of the buyer to buy a
particular product.
Advertising can be in any form of presentation such as sign,
symbol or illustration in print media, a commercial on radio or television,
poster, etc. Thus, advertising is the communication link between the seller and
the buyer. It has made mass selling possible. The term advertising is derived
from the Latin word‘advertene’. It means to turn the mind to advertising
diverts the attention of the buyers to product or service.
Impact of
Advertising in India:
India Television is now full with lot of advertisements. If it television,
radio, news paper or any big board which are lying on the highway are full of
advertisements to attract people
towards such company and their brands. So the impact of advertising in India it
is very huge way and such companies also earn money more than others. So the
impact of advertising is great either it is good or bad but its run
successfully in India.
Recently example of ICC CRICEKT
WORLD CUP 2015. There is one
popular ad named
it becomes very much popular not only in India but also in many countries.
Its shows the gratitude and the power position of India in the Cricket world,
but the point is that in India people are crazy for cricket and many
advertising make them crazy and one of the “ Mukka” ad also spared impact on
media.
Another ad which is about the AirtelSmartphone(https://www.youtube.com/watch?v=ROtszt_jNv8&spfreload=10)
I this ad also we can see the
example of punctuality. But the ad also speak something about Feminism that
whole day working in the office the woman has to cook for her husband while the
reality is that she has done great work in the office but because of she is
woman she has to cook for his husband.
So, lot of advertisements which give moral messages to the societyincludingchildren
also. There are some advantages also and disadvantages also.
Development of
advertising in India:
The development of advertising in India is very immense way.
Now we can see on television, Radio, News paper, other social networking sites
are full of advertisements. Advertising in India has created an incredible
awareness among the people in the past decade growing in to big industry. It
has grown along with the press 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.
In early twentieth century the
advertising agencies such as Indian
Advertising Agency and Calcutta Advertising Agency were started. During
second would war press advertising was used extensively to raise funds for the
war? The Indian professionals also learnt how to motivate the masses through
advertising between1922-1939 many advertising agencies came up such as New India Publicity Co., Paradise
Advertising Agency of Calcutta, and National Advertising Agency and so on. The Advertising Agencies Association of
India (AAAI) was established in 1945.In 1976, first
commercial spot appeared on Television and in 1980, the first advertisement
sponsors were allowed.
Nine types of advertising media available to an
advertiser are: (1) direct mail (2) newspapers and magazines (3) radio
advertising (4) television advertising (5) film advertising (6) outdoor
advertising (7) window display (8) fairs and exhibition and (9) specially
advertising!
(1)
Direct Mail:
This is one of the oldest types of advertising
media. Under this method message is sent to the prospective buyers by post. A
mailing list is prepared for this purpose. Circular letters, folders,
calendars, booklets and catalogues are sent under this type of advertising. In
the sales letter an appeal is made to the buyers separately.
It contains detailed information with regard to the
product. The main aim of these letters is to create the reader’s interest in
the product. The letter should be attractive, interesting and convincing.
Booklets and catalogues contain information regarding detailed description and
prices of different varieties of products.
Direct mail advertising suffers from certain
drawbacks also. It has limited access i.e. a small number of buyers can be
covered. There are practical difficulties in preparing and maintaining
up-to-date mailing list. This is also not suitable for every type of product.
(2)
Newspapers and Magazines:
These are the important forms of press advertising,
newspapers are the most effective and powerful medium of advertising.
Newspapers contain valuable information with regard to different current
events. It may be referred to as ‘a store house of information’. There are
daily, bi-weekly and weekly newspapers. Newspapers have widest circulation and
read by many people. The newspapers may be local, provincial or national.
There is a separate advertisement department in
every newspaper which classifies and designs different advertisements in the
paper. Before selecting a newspaper the advertiser should take into
consideration various factors viz., coverage of the newspaper, the class of
customers and the cost of advertising etc.
The newspapers offer widest circulation and have
universal appeal. The cost of advertising is lesser as compared to other media.
The newspapers have more repetitive value and are very helpful in introducing a
new product. These are suitable for all types of goods having wider markets.
Secrecy cannot be maintained in this type of
advertising. Another drawback of newspaper advertising is that they are in
black and white prints. Coloured advertisements are not covered, which are more
appealing and attractive.
Magazines:
Magazines or periodicals are other important media
of communication. Magazines may be released weekly, monthly, quarterly,
bi-annual or annual. These are read with more interest by the readers as
compared to newspapers. Advertisements given in magazines are more descriptive
and attractive. They are usually in coloured form which depicts the product
nicely and gives lasting impression to the reader.
There are magazines or journals meant for general
public and special class of people. There are exclusive magazines relating to
industry, trade, finance and economics etc. There are also special magazines
for men, women and children. The magazines have longer life and are very
suitable for advertising specific goods.
(3)
Radio Advertising:
Radio advertising is very popular these days. The
advertisements are broadcasted from different stations of All India Radio.
Radio advertising can be explained as “word of mouth advertising on a wholesale
scale”. The advertising messages can be in different regional languages.
The most important advantage derived from radio
advertising is that it covers every type of listener whether illiterate or
educated. It is a very effective medium for popularising on mass
scale various consumer articles. The coverage of
this medium is wider extending to a large number of listeners. It ensures
quicker repetition.
(4)
Television Advertising:
This is the latest and the fast developing medium of
advertising and is getting increased popularity these days. It is more
effective as compared to radio as it has the advantages of sound and sight. On
account of pictorial presentation, it is more effective and impressive and
leaves ever lasting impression on the mind of the viewer.
It is a very costly medium which can be employed by
big concerns only; it has a shorter life span and limited coverage. Back
reference to the advertisement cannot be made after its presentation. The
duration of the advertisement is very limited.
Despite of the above mentioned drawbacks, this
method of advertising is gaining rapid coverage and immense popularity among
the masses.
(5)
Film Advertising:
This is also known as cinema advertising. This also
provides sight and hearing facilities like television. Short advertisement
films are not prepared by big business houses which are sent to different
cinema houses to be shown to the audience before the regular shows or during
the intermission. It has more repetitive value but not to the same viewers. Its
coverage is limited which benefits the local population only.
It is a very costly medium involving higher
distribution and film making costs. Only big organizations can afford to produce
advertisement films. It ensures more flexibility at larger costs. Its
effectiveness cannot be measured properly. Film making is a time consuming
process.
(6)
Outdoor Advertising:
This type of advertising include different media
like posters, placards, electric displays or neon signs, sandwich men, sky
writing, bus, train and tram advertising. This is also known as ‘Mural
advertising’. The main aim of outdoor advertising is to catch the attention of
passerby within twinkling of an eye.
This is the most effective medium of advertising.
This is very suitable in the case of consumable and household articles like
soaps, medicines, fans, shoes and pens etc.
Posters and placards are usually fixed on the walls
near the road sides, railway station and bus stands. These posters are made of
thick paper or metal plate or wood and carry the advertising message which can
be easily read and seen from a distance.
The posters also pasted on the back of buses, trains
and trams which are greatly helpful in carrying the message throughout and
outside the city. Painted displays are prepared by expert painters which carry
attractive multi-coloured pictures also to impress upon the people.
This type o advertising has a wider coverage and
leaves effective impression on the people. It is very suitable for making the
product popular and creating proper brand image. It has greater flexibility and
can be designed by keeping in view the peculiarities of a particular locality.
It requires lesser time and effort on the part of the advertiser to undertake
this medium. This is more durable and economical form of advertising medium.
It has been referred as reminder or residuary
publicity which is used by the advertiser after all the other advertising
media.
Sticking of bills and posters destroys the walls of
different building and adversely affects the cleanliness and beautification of
a particular area.
(7)
Window Display:
It is a common method which is usually undertaken by
retailers who display their products in the shop windows in order to attract
the customers. This is also known as exterior display.
It is the most effective and direct method of
influencing the people. Window display has direct appeal to the onlookers. It
is instrumental in arousing the desire to purchase in the prospective
customers. It acts as a silent salesman.
In order to operate this method successfully, goods
should be arranged properly and systematically in the show windows. The
articles in the windows should be regularly- changed. The advertiser should not
forget that the window is the index of his shop. Utmost care should be
undertaken to display the products in windows.
(8)
Fairs and Exhibition:
A trade exhibition or a fair is organised on
extensive scale which is attended by different manufacturers and traders along
with their products to be sold to the large number of people who visit the
exhibition. The exhibition may be either organised on local, provincial or
international basis. The examples of some of the international exhibitions are
EXPO 70 of JAPAN, ASIA 72 and recent trade fair at Delhi every year.
In the case of international exhibitions, traders of
different countries assemble at one place; they can conveniently share the
experiences of their respective countries with each other which are really informative
and useful for all of them. It provides ample opportunity for learning. The
huge gathering of people in the exhibition provides a larger market for sale.
(9)
Specially Advertising:
Most of the business houses in order to increase
their sales, advertise their products, give free gifts like diaries, purses,
paper weights and calendars to the customers. The name of the firm or the
dealer is inscribed on the articles presented.
Advertising
as boon as well as curse:
Merits of Advertising
There are many advantages of advertising. Now days
the use of advertising with the various medium people enjoyed a lot and they
get pleasure as well. So there are some advantage so advertising lets see how
it helpful.
Advertising as a means of communication has numerous
advantages. The merits of advertising can be summarized below:
1. Mass Reach- Advertising is a
communication medium which can reach a wide range of people over a broad
geological region. For example- advertising via a daily newspaper reaches
millions of people all over the country.
2. Boosting customer contentment and
confidence- It creates a sense of assurance amidst potential customers as they
are contented and comforted about the quality of the product and thus feel more
relaxed.
3. Expressiveness- As because of the
progress of graphic designing, art and computer skills, advertisement has
changed into one of the most aggressive weapon of communication. A simple
product can look attractive with all the special effects and modern computer skills.
4. Economy- Advertising by far is the most
economic medium of communication for creating mass awareness. AS a result of it
wide reach, the total advertising cost gets stretched over several
communication links recognized. This ultimately lowers per unit cost for
advertising.
Demerits
of Advertising:
Some demerits also of advertising
Though advertising has many advantages, it also has
several disadvantages. The demerits of advertising as a medium of communication
are listed below:
1. Less Forceful- Being an impersonal
medium of communication, it is less forceful when compared to personal selling.
Advertising is a common message and you are not compelled to pay attention to
the message conveyed.
2. Lack of feedback- It is not possible to
study the efficiency of advertising message as it is not possible to gather
immediate and precise feedback of the message communicated.
3. Inflexibility- Advertising is not very
flexible because of non-standardization and is not custom made to meet the
necessities of the various groups of customers.
4. Low effectiveness- Because of the
growth in volume of advertising is becoming impossible to make advertising
message heard by the prospective group of consumers. This ultimately influences
the efficiency of advertising.
Even though advertising has many disadvantages the
merits of advertising outweighs the disadvantages and thus forms an important
element for a successful marketing of a product. Thus advertising is no doubt a
powerful medium of communication without which no product can be marketed
successfully.
Conclusion:
So there are many advantages of advertising, it
helps people to come together and to know something new about the things which
are happening around them,. So one or two ways adverting is helpful but it has
demerits also so it’s good to say that advertising is as boon as well as curse.
Works sited:
Link
:http://www.ipa.co.uk/Page/What-is-advertising#.VO0QgMXgHa8
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