Modern Advertising

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INTRODUCTION
Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These messages are usually paid for by sponsors and viewed via various media. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action. Advertising is an important tool of promotion. . Advertisement is a non-personal presentation of an idea or a product Advertisement supplements personal selling to a great extent. Advertising has, acquired great importance in the modern India characterized by tough competition in the market and fast changes in technology, and fashion and taste customers. In this chapter, we shall study the nature, functions and media of advertisement used by modern business firms.

Advertising is used for communicating business information to the present and prospective customers. It usually provides information about the advertising firm, its product qualities, place of availability of its products, etc. Advertisement is indispensable for both the sellers and the buyers. However, it is more important for the sellers. In the modern age of large scale production, producers cannot think of pushing sale of their products without advertising them.

Advertising is the dissemination of information concerning an idea, product. or service to induce action in accordance with the intent of the advertiser. According to William J. Stanton, "Advertising consists of all the activities involved in presenting to an audience a non-personal, sponsor-identified, paid-for message about a product or organization.” Advertising is any paid form of non-persona: presentation and promotion of ideas, goods or services of an identified sponsor. The message which is presented or disseminated is known as ‘advertisement”

Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Mass media can be defined as any media meant to reach a mass amount of people. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages. In 2010, spending on advertising was estimated at more than $300 billion in the United States and $500 billion worldwide. Internationally, the largest ("big four") advertising conglomerates are Interpublic,

HISTORY OF ADVERTISING

Modern Advertising is Largely a product of 21st century. However, Communication has been a part of selling process for almost as long as there hav been the new exchange goods for one person to another. Development of technology has led to increased sophistication in the vast in the advertising in the recent decades.

The recorded history of advertising covers a period of about 5000 years including the modern satellite and Internet age. The urge to advertise has been a part of human nature since ancient times.

Before the invention of printing from movable type (about 1438 AD) by John Gutenburg, there were three forms of advertising : * Trademarks : Craftsmen in early times wanted to be identified...
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