PRIYANKA THOTE
ASSISTANT PROFESSOR
SHIVCHHATRAPATI COLLEGE,
[Link]
SHIVCHHATRAPATI COLLEGE
[Link] & MANAGEMENT
MCOM II year 2025-26
ADVERTISEMENT-MEDIA
Advertisement
Advertisement is a means of public communication about the message of a product, service, or
idea through multiple media channels. Advertisement functions through newspapers, social
media ads, TV channels, broadcast, direct mail, influencer marketing, billboards, posters, etc.
Several companies use these modes to create awareness, generate interest, and stimulate demand
for their product or service.
It aids brands, services, products, or ideas in reaching their target audience, increasing sales and
revenue, and creating a positive image impact.
What is an Advertisement?
Advertisement is a method of reaching the target audience to create awareness, build brand
identity, communicate product benefits, and boost sales efforts. The role of advertisement begins
with informing consumers and persuading, and goes on to generate sales and revenue for the
company.
It is a persuasive communication technique involving various strategies influencing the audience
to take a desired action, such as purchasing a product or service.
The scope of advertisement includes understanding consumer behaviour, planning a strategy,
developing creative content to reach the audience, delivering, and evaluating the advertisement's
effectiveness.
DEFINITIONS OF ADVERTISING
1. American Marketing Association has defined advertising as “any paid form of non-personal
presentation of ideas, goods and services by an indentified sponsor”.
2. According to Webstar, “Advertising is to give public notice or to announce publicity”.
3. According to Gardner, “Advertising is the means of mass selling that has grown up parallel
with and has been made necessary to mass production
Advertising as a Tool of Marketing
Advertising is a method used by businesses to promote their products or services to potential
customers. It involves creating messages designed to inform, persuade, and remind consumers
about what a company offers.
How advertising functions as a marketing tool:
Creates Awareness: It helps to make potential customers aware of new products or
services.
Builds Brand Image: Consistent advertising strengthens a brand's identity and
reputation.
Stimulates Demand: Attractive ads can increase interest and encourage customers
to purchase.
Provides Information: Advertising informs customers about features, prices, and
availability.
Encourages Competition: Helps businesses stand out from competitors by
highlighting unique selling points.
Supports Sales Efforts: Advertising complements other marketing activities and
helps increase sales.
In summary, advertising is a vital marketing tool that helps businesses
communicate with customers effectively to boost sales and build brand loyalty.
OBJECTIVES
After completion of this lesson the student will be able to understand: Meaning, Nature and
Features of Advertising Objectives of Advertising Importance of Advertising Active Participant
in Advertising Role of Advertising in Marketing Mix Role of Advertising in Society Advertising
and Brand building
The fundamental purpose of advertising is to sell something - a product, a service or an idea. In
addition to this general objective, advertising is also used by the modern business enterprises for
certain specific objectives which are listed below :
1. To introduce a new product by creating interest for it among the prospective customers.
2. To support personal selling programme. Advertising maybe used to open customers' doors for
salesman. 4
3. To reach people inaccessible to salesman.
4. To enter a new market or attract a new group of customers.
5. To light competition in the market and to increase the sales as seen in the fierce competition
between Coke and Pepsi.
6. To enhance the goodwill of the enterprise by promising better quality products and services.
7. To improve dealer relations. Advertising supports the dealers in selling he product. Dealers are
attracted towards a product which is advertised effectively.
8. To warn the public against imitation of an enterprise's products
Role of Advertisement in the Growing Digital Era
In today’s digital world, advertising plays a much bigger role than promoting products. It helps
businesses grow, connects them with the right audience, supports jobs, and boosts the economy.
The key role of advertisements is:
Personalised Marketing: Digital platforms enable targeted advertising based on consumer
behaviour, preferences, and demographics. According to Epsilon 2023, 80% of consumers are
more likely to purchase when brands offer personalised experiences.
Global Reach: Online advertisements transcend geographic boundaries, providing businesses
access to international markets.
Real-Time Performance Monitoring: Digital analytics tools like Google Analytics, Meta Ads
Manager, and HubSpot allow advertisers to track impressions, clicks, and ROI instantly. They
allow advertisers to track engagement, impressions, and conversion rates instantly.
Cost Efficiency: Unlike traditional media, digital advertising offers more affordable options
with precise audience targeting.
Innovative Formats: With formats like Instagram Reels, YouTube Shorts, influencer tie-ups,
and interactive display ads, brands can reach consumers in dynamic, engaging ways.
Data-Driven Strategies: Artificial intelligence and big data analytics enhance the precision and
effectiveness of digital advertising campaigns.
Modern Trends in Advertising
Digitalization & Personalization: Using data to deliver targeted ads based on user behavior.
Influencer Marketing: Partnering with creators for more authentic, trusted promotions.
AI & Technology: Using artificial intelligence for content creation, media planning, and
immersive experiences (AR/VR).
Sustainability: Focusing on eco-friendly and socially responsible branding.
Unit II
Core Theoretical Concepts, Models and Practical
Applications
Advertising is a paid, non-personal communication method used by an identified
sponsor to promote, inform, and persuade audiences about products, services, or
ideas through various media. It acts as a tool for mass selling and brand building,
aiming to influence consumer behavior and increase demand.
The American Marketing Association defines advertising as :
Advertising is any paid form of non-personal presentation and promotion of
ideas, goods and services by an identified sponsor.
This definition highlights four major elements of advertising:
It is a ‘paid form’ as message regarding product or service is conveyed through
different media like newspapers, cinema, magazines, radio or television for the
target audience. The advertiser has to pay for the use of media for publishing or
broadcasting the product information.
Paid Communication: The sponsor bears the cost of the media space or time,
ensuring the message is delivered as intended.
Paid media, often referred to as paid advertising or digital advertising,
encompasses all forms of marketing where an advertiser pays to place content
directly in front of a targeted audience. Paid media is different from owned media
and earned media. Owned media refers to assets you directly control, such as your
website, blog, and email list. Earned media is organic promotion generated by
others, such as social media mentions, press coverage, and customer reviews. The
defining characteristic of paid media is the control it grants you over targeting
parameters, timing, and budget allocation.
Non-personal (Mass Communication): It is a one-way, non-face-to-face
communication method targeting a large, dispersed audience rather than individuals.
Why it is Non-Personal
Unlike interpersonal communication, non-personal communication does not involve direct
interaction between participants. In mass communication, the focus is on broadcasting the same
message to a wide audience rather than tailored or individual interaction.
In mass communication,
there is no or low scope of interactivity as there are limited to no opportunities for
feedback or two-way exchange of messages. An individual cannot send a return
message to TV news or radio.
The mode of mass communication is a technology like TV, Radio, Website, etc.
The control in mass communication is in the hands of the sender, as the message is
created keeping a wide audience in mind, so there is no creativity or customization.
Personal communication
can be unstructured; there is no standard format. This is because the usage is
limited to the person who is drafting the message; there is a lot of scope for
creativity and customisation, like creating a to-do list, writing a short message
reminder, putting down a day's worth of thoughts in a diary, etc.
As personal communication is limited to only one person, there is no need for
feedback or counter-communication.
The mode of personal communication is limited to personal notes, drafts, to-do
lists, and reminders.
Communication Model
As we have understood that the sender identifies the receiver(s) and
develops a message, the basic of the sender is that the customer or the
target audience should buy the product or the service. For this we must
understand whether a particular message so created has been effective in
reaching out to them. So what makes an advertisement effective? Below
are the key points on the effectiveness of a message.
1. Attract Attention
2. Secure Interest
3. Build Desire for the product
4. Obtain Action the above has been formulated as the AIDA Model.
Attention could be the form of the layout of a print advertisement or the
way an advertisement is made in the form of moving pictures, the colors
used, the models used and the copy written, the movements used and the
contrasting element used.
We are bombarded by so many advertisements that there are a few we
see and while a few we don’t. The advertisement, which arouses interest
in us and provokes us to think or feel about a product, is what an
advertiser looks at. It basically means to catch the eye of the public.
Desire would mean the buying motive. When you feel that you want to
possess the particular product or be associated with it. Action would
normally mean the acquisition of the product.
Within the AIDA framework, Attention would refer to the cognitive
stage, both Interest and Desire would relate to the affective stage and
Action would be a behavioral activity. Within the framework of
advertisements the following should be kept in mind: · Understanding
the Objective(s) of the advertisement (MISSION) ·
.
Defining the Target Audience (MARKET) · Understanding the Budget
(MONEY) · Understanding the Message (MESSAGE) · The Media used
for putting the advertisement (MEDIA) · seeing whether the
advertisement was Effective (MEASUREMENT) the above would
commonly be termed as the 6 M’s of Advertising.
The Mission statement would refer to the Aim of your advertisement. Is
to improve sales, is to launch a new product, it for recall, is it for some
short term offers, is it to gain attention, etc. The Market analysis would
incorporate the type of buyer you want to sell the product to. For a
cosmetic company it is but natural they would show women and not men
in their advertisement. For Horlicks they would show children having
the product. Money is the amount of budget constraint that the advertiser
has in allocating the money between different medias and the
expenditure to be incurred. For example, Procter & Gamble may allocate
Rs. 2 crore for the advertisement of Tide detergent spread over one year.
What to say, how to say, who will say it and what type of appeals to be
given in the message is what Message formulation is all about. Shahrukh
Khan being the spokesperson for Hyundai Santro, the colors used in the
car, the movements of the car and what the person should remember the
car as are few of the elements to be kept in mind. Star Plus, Zee TV, Star
Movies, Times of India, Radio Mirchi, etc, are few of the choices where
you could think of putting your advertisement. The people watching
those Medias are very crucial to the success of your advertisement being
seen by your target audience.
Advertising involves lot of creativity and also marketing aptitude to be
successful in this field. You have to keep your eyes and ears open for
inspirations. After all great advertisements were not made in the think
rooms. Shown below is a diagram of what advertising entails.