ADVERTISING & PUBLIC RELATIONS

Advertising is one of the most important tools of PR. Advertising communicates its messages in paid or space or time in newspapers, magazines, or electronic media. The word advertising is originated from Latin word ‘advertere’ that means to turn attention or turn mind to. In other words, it turns attention of public or buyers to service or goods provided by marketer or producer or manufacturer. In advertising all efforts are employed to turn or to guide attention towards desired objectives of informing or selling of product. Advertising is a paid form or non-personal presentation of goods or services.

Some of the definitions are

Advertising is any paid form of non-personal presentation of ideas, goods and service by an identified sponsor. This definition has been prepared by American marking decision 

Advertising is means of communicating information pertaining to products, services, or ideas by other that direct personal contact on openly paid basis with objectives to sell or obtain valuable consideration

Advertising is the means by which we make what we have to sell or what we want to buy.

Objective of advertising

The objective of advertising is to make quick sale and build primary demand and to inform the audience about the availability of goods, ideas and services.

The objective of advertising is also to create a restricted and reputation for services and to build a corporate image. Its objective is also to reach new areas of population. The purpose of advertising is consumer of goods and services must be informed about which firm manufactures what kind of goods and which company offers what kind of services as well as potential buyers who must be motivated to buy them. Motivation is a psychological function. It is a function of creating influence on the minds of people. This psychological function helps advertisers to gain attention, create interest, influence desire, inspire confidence to satisfy and take decision and action. 

Advertising broadens knowledge of consumer of goods and services,

 

Purpose of advertising

Consumer goods and services must be informed about which companies offer what kind of services in future these bias must be motivated. Motivation is a psychological function. It is a function of influencing the minds of people. This helps advertisers to

-         Gain attention

-         Create interest

-         Influence desire

-         Inspire confidence

-         Decision and action

-         Satisfaction

After prospective buyer is motivated i.e., will say yes to the following questions

Do I really need to make purchase?

If so is this the product I should buy?

Is firm who sells the product reliable source from which to buy?  

Is the price reasonable?

Should I buy now at this time itself?

 

ROLE OF ADVERTISING

Advertising broadens the knowledge of consumers of goods and services. It informs public about the new products, new thoughts or ideas. It helps to communicate information from government. The object and importance of advertising is

-         to make an immediate sale

-         to build primary demand

-         to inform of availability of product, service or ideas

-         To create reputation for service

-         To build on overall corporate image

-         To which new areas or new segment of population within existing areas

 

Function of advertising

There are two main functions – economic and social.

Economic function

–        advertising gives information about various products and services for which consumers make demands.

–        It increases number of consumers and with it volume of sale

–        It helps to create a good image i.e. reputation not only of product but also of advertiser

–        It helps to keep prices of goods and services offered among firms well balanced

–        It helps to establish a direct contact between manufacturers and consumers

Social function

-         Advertising brings greatest number of people actual knowledge concerning useful things

-         It is essentially a form of education. The process of civilization depends upon education

-         It leads to large scale production creating more employment chance

-         It nourishes consuming power of human beings. It creates wants for better standard of living

-         Newspapers and journals would not have been so popular and cheap if there had not been advertisements

-         It assures employment opportunities for professional artists and writers

 

CLASSES OF ADVERTISING

There are seen classes of adverting

-         Primary demand advertising – it relates to newly developed programs

-         Product or institutional advertising

-         Cooperative advertising

-         Commercial advertising – aimed at increasing sales

-         Noncommercial advertising – usually by nonprofit organizations or charitable organizations

-         Public cause and public service advertising