Advertising –Meaning, Scope & Functions

1. Advertising –Meaning, Scope & Functions Origin :- From a Latin word ‘Advertere’. Means:-To turn attention towards a specific thing. Use:- For both buyers & sellers. It is a means of mass-communication & a powerful marketing tool. American Marketing Association says:- “Any paid form of non-personal presentation & promotion of goods, services or ideas by an identified sponsor.’’ John Kennedy says:- “A substitute for human salesman.” So Advertising is a paid form of non-personal communication with target audience through mass-media such as T.V., Newspapers, Magazines, Telephone, Internet, Radio, Direct-mail, Outdoor display etc.

2. Features of Advertising:- Paid form Non-personal Identified sponsor Any form Goods, Service or Ideas Can be used by any organisation Speedy communication Mass communication Advertising is an art Advertising is not an Exact science An important element of promotion-mix Motivates & inspires Controlled

3. Functions of Advertising:- Primary functions 1. Creates demand 2. Announces for new product or service 3. Promotes new uses of the product 4. Information about changes in product price and placement 5. Helps in understanding the usefulness of the product 6. Announces special offers/schemes 7. Reminds users 8. Creates brand preferences 9. Helps to neutralise competitors advertising

4. Secondary functions:- Helps to boost the morale of salesman & other employees Supports salesman Reaches customers left by salesman Helps to procure better employees Announces location of dealers & stockists & supports stockists & retailers. Social functions:- Helps to improve standard of living Creates awareness among rural masses Creates employment Educate customers Helps to solve social problems Creates awareness about dangerous diseas Helps to circulate important Govt. notifications Other social functions.