DEFINITION: According to American Marketing Assosciation,”advertising is any paid form of non-personal presentation and promotion of goods, services or ideas by an identified sponsor.” MEANING: To advertise means to notify, inform or describe (goods) publicly with view to increasing sales,to make a thing or idea publicly known. FEATURES OF ADVERTISING:
1.Paid Form: Advertising is a paid form and hence it is a commercial transaction.This feature distinguishes itself from publicity.In short,advertising is a paid form of publicity. 2.Impersonal Presentation: Advertising is non personal. The advertiser and consumer do not come into personal contact.Advertising is a monologoue and not a dialogue. 3.Speedy and Mass Communication:It is a speedy media of communication. Its operation area is also very vast.It reaches millions of people simultaneously. 4.Identified Sponsors:Advertisments are identifiable with their sponsor or originator.Sponsor can be seller or the producer of that product. -------------------------------------------------
TYPES OF ADVERTISING
Virtually any medium can be used for advertising. Commercial advertising media can includewall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, webpopups, skywriting, bus stop benches, human billboards and forehead advertising, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section ofstreaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising. Television advertising / Music in advertising
The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtimeduring popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached US$3.5 million (as of 2012). Some television commercials feature a song or jingle that listeners soon relate to the product. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant to the remote broadcast audience. More controversially, virtual billboards may be inserted into the background where none exist in real-life. This technique is especially used in televised sporting events.Virtual product placement is also possible. Infomercials
An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" is a portmanteau of the words "information" & "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers andindustry professionals. Radio advertising
Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials....