Summary UNIT 1: Introduction to Advertising (Part 1)
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Course
Introduction to Advertising
Institution
Guru Gobind Singh Indraprasth University
Advertising is a powerful communication force and vital marketing tool helping sell goods, services, images, and ideas through channels of information and persuasion. It is an obvious force in society. In this unit, we discuss the features and functions of advertising, as well the essential models ...
BASICS OF ADVERTISING
CHAPTER: 1
Introduction to Advertising: Functions, roles, Objectives
Definition
Advertising is a powerful communication force and vital marketing tool helping to sell goods,
services, images, and ideas through channel of information and persuasion. It is highly visible
force in the society.
In basic language, Advertising buys the product the seller wants to sell. It is a combined
effort of communication, marketing, public relations, information and persuasion process.
Every advertisement caters to a target audience and uses a medium to promote their product.
Product, in this case could be any tangible product or service to be provided by the seller.
The American Marketing Association (AMA) recommends the definition,
"Advertising is any paid form of non-personal presentation and promotion of ideas,
goods and services by an identified sponsor".
According to McCann Erickson, Advertising is "Truth Well Told". Actually,
advertising is a paid publicity and silent salesmanship. It takes known what we have
to sell or what we want to buy.
According to Seldon, "Advertising is a business force, which through printed words,
sells or helps sale, build reputation and fosters goodwill".
Canor and Wichart has given a definition in this form, "Advertising includes those
visual or oral messages in magazines, newspapers, movies and letters, over radio and
television and on transportation vehicles and outdoor signs which are paid by their
sponsors and directed to consumers for purpose of influencing their purchases and
attitudes".
According to Britannica Dictionary, "A form of paid announcement interested to
promote the sale of commodity or services, to advance an idea or to bring about other
effect desired by the advertiser".
Albert Lasker, the father of advertising expressed, "Advertising is salesmanship in
print". But he offered that definition long before television and internet, at a time
when the nature and scope of advertising were quite limited”.
The London Institute of Practitioners in Advertising has given a definition:
"Advertising presents the most persuasive possible selling message to right prospect
for the product or service at the lowest possible cost".
Out of all these, the most prevalent definition of advertising is: “Advertising is paid, non-
personal communication through various media by business firms, non-profit
organization and individuals who hope to inform or persuade members of a particular
audience".
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