The word 'advertisement' is made up of 'V' and 'Memo'. 'V' means 'Special' and 'Memorandum' means information. Hence, the meaning of advertisement is 'specific information'. In modern society 'advertisement' is known as a medium for promoting business.
William Welbaker Advertising is a means of disseminating information that is paid for and signed by a business center or organization and seeks to increase the likelihood that those who have access to this information will act or behave as the advertiser wishes. The New Encyclopdia Britannica: Advertisement is a form of communication intended to promote a product or work, to influence public opinion, to gain political support, to advance a specific cause, or to elicit some desired response by the advertiser. The words to understand, advertise, request etc. have been given as synonyms of.
Advertising functions
Following are the functions of advertisement:-
1. Reporting of new goods and services.
2. To draw the attention of people towards something by stating its usefulness and superiority.
3. To generate interest and confidence in the consumers about the goods.
4. Influencing the memory of the consumers.
5. To increase consumer demand by giving information about special discounts etc.
6. Motivation to accept, adopt and buy the commodity.
7. Advertisement gives comparative information about the products of other product companies.
8. Provides stability to the product companies in the market.
Ad typesEdit
Despite all the criticism, advertising is an effective medium to improve our standard of living and increase production. Today we have come to the fringes of the advertising age. Public conscious artistic advertising should also be given priority, not considering advertising as a limited objective of the art of selling or promoting the product produced.
In today's time, many forms of advertising come in front of us. They can be placed in the following types.
Persuasive advertisement
Through advertising means to reach the public or the consumer, attract them, entice them, the prestige of the product and its value is established. This type of advertisement is broadcast by the manufacturer when its objective is to establish the name of its item in the minds of the customers and it is expected that the customer will buy it. Advertising seeks to persuade specific consumers for its purpose on the basis of various mediums.
Informative advertisement
This type of advertisement comes in the form of dissemination of information and commercial expression. Along with this, the purpose of these advertisements is to educate the general public, to raise the standard of living, cultural intelligence and spiritual progress. Creates awareness by providing information for the betterment of the general public in the areas of community development, improvement, international harmony, wildlife protection, traffic safety etc.
Institutional advertising
Institutional advertisements are published and promoted by commercial institutions. Large industry groups, international or national level companies, etc., form public opinion related to national interest by presenting advertisements in the form of institutions. The subject matter of the advertisement is strictly related to the welfare of the people. But it also includes self-advertising.
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