Meaning, Functions, Scope and Types of

Submitted By: Dhwani Bhatia Um9303 AshutoshDwivedi Um9308 SajalAgrawal Um9309 BE MBA 5thyr

Introduction to Advertising
Advertising is the promotion of a companys products and services though different mediums to increase the sales of the product and services. It works by making the customer aware of the product and by focusing on customers need to buy the product. Globally, advertising has become an essential part of the corporate world. Therefore, companies allot a huge part of their revenues to the advertising budget. Advertising also serves to build a brand of the product which goes a long way to make effective sales. Advertising is informational and is designed to influence the purchasing behaviour and/or thought patterns of the audience. Advertising is a marketing tool and may be used in combination with other marketing tools, such as sales promotions, personal selling tactics, or publicity.

Meaning of Advertising
Advertising is an activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media.

Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media." This definition suggests the following features of advertising. 1. Advertisement is a paid form of communication. Advertiser exercises a control over it.

2. It is non-personal selling. It is a medium of mass communication for large-scale selling. 3. It acts as an important marketing tool for presentation and promotion of ideas, goods and services. 4. It needs the sponsor of the message known. Advertising will be meaningless if the advertiser is not clearly identified.

Definition of Advertising
Advertising is defined differently by different people, some of the definitions are as follows: According to Richard Buskirk, "Advertising is a paid form of non-personal presentation of ideas, goods or services by an identified sponsor." According to Wheeler, "Advertising is any form of paid non-personal presentation of ideas, goods or services for the purpose of inducting people to buy." According to William J. Stanton, "Advertising consists of all the activities involves in presenting to a group, a non-personal, oral or visual, openly sponsored message regarding disseminated through one or more media and is paid for by an identified sponsor."

Characteristics of Advertisements
(1) Paid form Advertisement is never free of cost. The company has to make the payment to the media used for advertisement. The payment can be large can be small depending upon media-circulation, type/ nature of media popularity. Payment to media is also depend upon the time when ad is shown e.g if ad is shown in prime time or along with popular serial then its cost will be more. If ad is given on newspaper or magazine, then payment is made on the basis of space taken in case of TV the payment is taken on the basis of time taken by ad. (2) Non personal In advertisement there is no face to face communication. Here message is transmitted through mass media like TV, newspaper, magazines, radio, internet etc. because of non personal

feature immediate feedback from audience is not possible and message cannot be adjusted or changed according to the reaction of target audience. (3) Identified Sponsor The sponsor of advertisement is the advertiser. Identified sponsor means that the producer or the seller, who advertise the product, Should be known through the advertised message. In some cases both the brand name are specified in advertisement, while in other cases only brand name is mentioned in the advertisement. If in any communication, neither brand nor company can be identified. Then such communication is not an advertisement even if it uses mass media. (4) Any form Advertising can be used to create image, Presence for a company or brand. For this any form of presentation can be used, it can be in the form of a sign, symbol, message, t.v, pamphlet, banners, sky balloons etc. (5) Goods, Services, Ideas Advertisement is to inform, persuade and remind the prospective buyers /users about products or services but sometimes ideas may be advertised. For example, Idea of blood donation, eye donation, etc are also advertised. (6) Can be used by any organisation Advertising can be used by any type of organization. It is done by commercial and charitable organizations, Political and non political organizations, groups and individual. So any type of organisation can take services of advertising. (7) Speedy Communication Advertising is the fastest mode of communicating with the target audience. This method is fastest then personal selling as here information can be passed to laces of consumers at one point of time. For example, if a company has to give some urgent message to the public. Then by releasing the ad in next days newspaper, company can communicate the massage to laces of people in one day only. (8) Mass Communicating: Mass communication mean communication with a large group of persons at the same time. Media like television, newspaper, magazines, and websites pass on information to the thousands and lakhs of persons at the same time.

(9) Advertising is an art Because the creative function of advertising very much depends upon the creativity of an individual who design the ad. The creation is includes the message design, appeal design, layout, use of pictures etc. it is art of advertising, on which the success or failure of advertising campaign depends so advertising is an art. (10) Art, science and profession It is now universally accepted that advertising is an art, science and a profession. It is an art as it needs creativity for raising its effectiveness. Advertising is a science as it has its principles and rules. Advertising is now treated as a profession with its professional bodies and code of conduct for members. Advertising agencies and space brokers function as professionals in the field of advertising. (11) An Important Element of Promotion Mix Advertising is an important element of promotion mix, along with personal selling, sales promotion and publicity. Advertising is the mode of mass communication while personal selling is face-to-Face communication. (12) Motivate and inspires Advertising carry message which motivates and inspires customers to purchase a particular product. The ad message is persuasive and informative enough to motivatepotential customers. (13) Controlled The message, time, place of advertisement is controlled by the sponsor to makeadvertisement effective. The selection of media is carefully done to achieve the desired results in economic ways.

Functions of Advertising
The main function of advertising is to increase the sales of the product by attracting prospective customers. Advertising creates positive attitude towards the product. Advertising persuades the audience of the usefulness of the product and makes them feel the need to have the product. Advertising also persuades them that only the advertised product would satisfy them and fulfil their wants. Effective advertising can make the prospective customer move into shop and buy the product. It not only attracts new customers but also reminds the old customers of the product and helps the firm to maintain them. The functions of advertising can be classified as follows:
(1) (2) (3)

Primary Functions, Secondary Functions and Social Functions.

Primary Functions
These functions have direct benefit for advertiser The main primary functions of advertising are discussed below:
(1)

Creates Demand: Advertising persuades the audience of usefulness of the

product and makes them feel the need to have the product. Advertising also persuades prospective customers that only advertised product would satisfy and fulfil their wants. An effective advertisement creates demand and makes the person go to the shop and buy the product. Advertisement makes rational and emotional appeal to the audience and makes them realise the need for that product. For example. advertisement given by UC to take insurance policy makes emotional and rational appeal and makes the customer feel that by taking UC-policy, he can secure his future and future of his family members.
(2) Announces

for New Product or Service : In case of innovative products (totally

new product in the market), a great deal of advertising has to be done, to make people aware of the product, how it works. what are its uses and benefits to the customer, where it is available, its demonstration etc. Similarly new brands of existing product also need a great deal of advertising.
(3)

Promotes New Uses of the Product : Another way of expanding the consumer

base is to promote new uses of the product, e.g. Milkmaid was originally promoted as a substitute for milk. But later, it was advertised as an ingredient for making sweet-dishes and as sandwich spread for children. Thus advertising helps to promote new uses of the product.
(4)

Informs about Changes In Product, Price, Placement : If the company

has made certain changes with regard to product, price, place like it has introduced new product design, model, changed its price, shifted its retail outlets to some other place or opened new outlets for sale to public, then it has to inform the public of these changes. Advertising is very helpful in informing the public about these changes.
(5)

Helps in Understanding the Usefulness of the Product and Method

of Using it : Certain ads give demonstrations of the product (Display-ads). Some ads give instructions for using the product. This helps the customers to clear the doubts and understand the product in a better manner, so advertising helps the prospective buyers to understand the uses of the product and method of using the product. For example, the ad of food products like Maggi noodles, explains the method of cooking them.
(6)

Announces Special Offer/Schemes: Whenever company is launching any

special offertscheme like festival discounts. festival gifts, off-season discounts, stock clearance sales etc, then such schemes are intimated to the general public, dealers and salesmen through advertising.
(7)

Reminds Users: For those products which are purchased repeatedly or

frequently like soft drinks, toothpaste, shampoo, shaving blades etc. reminder-ads are very effective in maintaining the existing customers and to remind them of name of company and brand.
(8)

Creates Brand Preference: Advertising is very effective in creating brand

preference. In comparative-advertising the product of our company is compared with the product of other competitive firms. It is shown as to how our product is better than other brands. For example ad given by LG refrigerator shows that it has door cooling technology, which others do not have. Ezee detergent demonstrates that woollen clothes washed with Ezee do not shrink. Rio soap ad highlights that clothes washed with Rin are better cleaned than other detergents.
(9)

Helps to Neutralise Competitors' Advertising: Advertising helps the firm

and channel members to face competition more effectively. Advertising neutralises competitors advertising so as to prevent any loss in market share. Now a days, for a given product, many brands are available. If other brands are advertised and we don't advertise our brand soon we shall lose our market share. So we have to advertise to neutralise the effect of ad given by rival companies.

Secondary Functions
In addition to primary functions mentioned above, advertising also performs some secondary functions. These functions benefit the dealers salesmen. These functions are as follows:.
(1)

Helps to Boost the Morale of Salesmen and other Employees : When

employees of the organisation watch advertisement of their own company and its product, they feel very delighted and their morale goes up. They feel that they are working in an enterprise of high reputation. Their job is not only secured but they also have bright prospects of promotion.
(2) Supports

Salesmen: Advertising provides great support to salesmen. If the brand is

popular, it becomes easy for the salesmen to take entry in the door of prospective customer and convince him to purchase the product. Advertising has already made the customers familiar with the product and its uses, so it becomes easy for the salesmen to convince the buyers and buyers can also rely on the statement made by salesmen of a reputed brand. Thus, salesmen can sell the products without much efforts if the product is well advertised.

(3)

Reaches Customers Left by Salesmen : Seine prospective customers might be

left by salesmen either because they were not available at their places or they were living at very far away places which were difficult to reach or it was very costly to reach there. Advertisement in newspapers, TV, magazines etc. helps the firm to contact such left out customers.
(4)

Helps to Procure Better Employees : Advertising helps the organisation

to improve institutional image which helps to procure talented and experienced executives, salesmen and workers, as talented employees prefer to join the reputed company.
(5)

Announces Location of Dealers and Stockists and Supports them :

To intimate the public of the location of dealers and stockist and to support dealers, the firm goes in for advertising. It benefits both customers and dealers. For example, when I..G. gives its ad in newspaper it also gives address and telephone number of its local dealers for the convenience of consumers and popularity of dealers. It motivates the dealer.

Social Functions
These functions benefit the society. Main social functions of advertising are as follows:
(1)

Helps to Improve Standard of Living : Advertising helps to increase

standard of living of masses by providing new and improved products at reasonable rates. Advertising creates demand for new and improved products and makes the public buy them. This results in improvement in standard of living.
(2) Creates

Awareness among Rural Masses : Through advertisement, persons

living in remote areas, rural areas become aware of latest products and their uses. They too, start using the latest products.
(3)

Creates Employment : Ad creates demand. To meet this increased demand,

more industrial units are set up. This promotes industrialisation which creates employment. In addition to this many people are involved in advertising industry. Thus advertising creates employment opportunities.
(4)

Educates Consumers : Certain ads are informative and educative. Such

ads increase knowledge of public in general. For example, ad of water purifier educates public regarding benefits of safe drinking water. Similarly ad of mosquito repellent

educates consumers regarding dangerous fever they can catch by mosquito bite. Ads alst educate consumers regarding methods of using the product.
(5)

Helps to Solve Social Problems: Social-advertising helps to solve social problems

like female foeticide, gender injustice, drug-addiction, alcoholism, dowry, illiteracy, casteism, problem of family planning, etc.
(6)

Creates Awareness about Dangerous Diseases: Advertising creates awareness

about dangerous diseases like polio, AIDS, dengue fever, dehydration, swine flu, etc. For example, Ad given by Cancer Society of India makes the masses aware of early symptoms of cancer.
(7)

Helps to Circulate Important Government Notifications: Advertising by

Government departments helps the government to circulate various notifications among public. For example, last date for filing Income Tax Return, last date for getting Permanent Account Number (PAN), date for getting identity card for election, date for pulse polio, etc. are the various inforrnations which government passes to the general public through advertisement.
(8)

Other Social Functions : Some social ads motivate the public for eye-

donation, blood-donation, communal harmony and national integration, etc. Similarly classified advertisements like matrimonial ads perform social function.

Scope of Advertising
Advertising has wide scope in marketing. Its scope can be described on the basis of activities included in advertising. The scope of advertising is to communicate a message to current customers or potentially target new customers. It helps a company get a message or a piece of information across to their customer base regarding a new product or special deal for example. Without advertising, how will customers know what is going on within a company? Indeed, if a company does not tell its customers a big sale is starting the following week, the only people who will know about it are those who just happen to visit the store on that particular day. Advertising is therefore often regarded as the most important means of marketing a companys services and tools. Despite the obvious expense involved in advertising, companies still recognize the vital role it plays and despite financial difficulties caused by the

economic recession, advertisingand marketing is one budget companies are less willing to cut. The scope of advertising has increased due to : (1) Increase in Ad functions :Earlier ads were designed to satisfy informative needs of buyers in the form of public announcements but now advertisement includes building brand image , brand loyalty and persuading the buyer to purchase the product. Now advertising performs the informative , communicating and persuading functions. (2) Ad for attracting and supporting middlemen and salesmen :As earlier there were few manufacturers , middlemen could be easily attracted but now to attract efficient middlemen and salesmen and to support them , advertising is must. For well advertised product , middlemen and salesmen can be easily attracted. (3) Increase in non-commercial ads :Nowadays various non-commercial ads are issued by government departments and social organizations for the general public. FOR EG : ad on awareness of various social issues and social problems eg. Fatal diseases , foeticide , AIDS awareness , dowry system , girl education etc. (4) Growth in media :Nowadayz there is phenomenal growth in media means like newspapers , magazines , tv ,internet , telephone , So advertisers now have wide choice regarding selection of suitable media for effective advertising .It has widened the scope of advertising. (5) Increase in industrialization : With increase in industrialization , mechanization , transportation , business firms go in large production . We now have more large scale industries as compared to before. Many multinationals are setting up industries. Mass production done by these companies cant be marketed without advertisement. (6) Increase in level of competition : Level of competition has increased many folds. For any product many companies are available A company cant be popular in the market without advertisement. Earlier there was less competition so there were less advertisement. But now it has increased and thereby increased scope of advertising. (7) Increase in Readership and Viewership : With growth in literacy , readership of magazines and newspapers has increased , now the newspapers and magazines are full of advertisement . Similarly with the growth of electronics , computers and internet , advertisement in these mediums has increased.. This has led to increase of audiovideo advertisement. So , now the scope of advertisement has increased. Newspapers , magazines are full of advertisement. It has become an integral part of our economic , social life.

Advertising Tools
Radio
Radio broadcasting is considered to be a traditional medium. Radio's strength lies in its ability to target audiences through its programming, which is reflected in its advertising. Radio advertising is effective in that most commercials are targeted at local audiences, compared to television commercials, which are mostly national. A drawback to radio advertising is that the effectiveness of a message is solely audio-dependent. This can present challenges in describing certain products or services being marketed.

Television
Television is considered to be a traditional medium but has the ability to adapt to new media. Some television advertising strengths are its impact in combining sight and sound, its ability to reach local, national and global audiences, and its more recent adaptation to interactive marketing. Through service technology like On-Demand, viewers can engage in advertising messages with a remote control. Television advertising weaknesses are high production costs, programming disruption, and short-lived messages.

Newspapers
The newspaper is part of the print media, and is arguably the oldest form of traditional media. Newspaper advertising has many strengths that are being affected by new, interactive marketing strategies. Newspapers provide a loyal readership base for advertisers and low advertisement production costs. Newspapers also offer value through short lead times to insert advertisements and ensure high audience reach. Drawbacks of newspaper advertising include poor print quality, a decrease in overall readership, and a general sense of advertising clutter. Newspapers try to stay competitive in the internet age by providing online content for free. Advertising revenue pays for this service.

Magazines
Another member of the print media is the magazine. The value in advertising in magazines lies in its audience selectiveness and high quality print. Magazines hold credibility with their audiences, allowing its advertisements to resonate with readers. Magazine advertising has

several weaknesses to consider such as high production cost, limited frequency, and long lead times. Like newspapers, many magazines have an online version of their content. Some require paid membership while others provide free online content.

Outdoor, Direct Mail and Telemarketing

Outdoor advertising comes in many shapes and sizes. The main forms of outdoor advertising are bulletins (14 by 48 feet), 30-sheet posters (12 by 25 feet), 8-sheet panels or junior panels (5 by 11 feet), and spectaculars. Spectaculars are electronic billboards typically seen in places like Times Square, New York or Hong Kong. Advantages to outdoor advertising are that they are localized and often memorable. Disadvantages are their low repetition and short time exposure. Direct mail and telemarketing are other types of marketing strategies used in advertising. Both can be effective because they are often personalized and results are easily measured. However, both are also costly and direct mail is perceived as junk mail, while telemarketing is viewed as the most intrusive of all marketing techniques.

Internet
The internet has changed the way advertising occurs. It has affected practically every corner of the advertising spectrum and has forced traditional media to reinvent itself where it can. The advantages to internet advertising are many, but the most critical is its extremely low cost compared to other media. The internet offers interactivity, making it possible to involve a target audience in the advertising message. Such advertising can be very effective as interactivity is memorable and satisfying to a user. Finally, internet advertising can be easily personalized, something that traditional media like television and radio is incapable of. Perhaps the largest drawback of internet advertising is its perception of clutter.

TYPES OF ADVERTISING
On basis of geographical area a) Local/regional b) National c) Global

On basis of target audience

a) b) c) d)

Consumer advertising Industrial advertising Professional advertising Trader advertising

On basis of demand influence level

a) Primary demand creation ads b) Selective demand stimulation ads a) Institutional advertising b) Brand/ product advertising

Advertising to promote institutional or brand image

Advertising Classification

On basis of different stages of product life cycle

a) Informative advertising b) Persuasive advertising c) Reminder advertising

On basis of timing of Response

a) Direct Action b) Indirect Action

On basis of nature of Appeal made

a) Emotional advertising b) Rational advertising a) Print advertising b) Audio-visual advertising c) Audio advertising j) Internet/online k) Political advertising l)Point-of-Purchase m)Convergence n)colloquial advertising o)Non-product add p)Tele-shopping add r)Fusion advertising r)Celebrity advertising

On basis of Media used a) b) c) d) e) f) g) h) i) Classified advertising Social advertising Cooperative Reinforcement Defensive advertising Service advertising In-film advertising Bait advertising Surrogate advertising

Other types

Different scholars have classified advertising on different basis. Broadly speaking advertising can be classified into following categories :

1. ADVERTISING ON THE BASIS OF GEOGRAPHICAL AREA :

a) Local/Regional :Products having local demand are advertised locally. Eg:

advertisement of hotels , restaurants , clubs is done locally through local media i.e. cable TV , pamphlets , banners etc. b) National :National advertising refers to the fact that a company has a national target market. Eg: Adds of toothpaste and other FMCG products c) Global/ International :Global advertising is a firm's ability to market to almost all countries on the planet. With extensive reach, the need for a firm's product or services is established. The global firm retains the capability, reach, knowledge, staff, skills, insights, and expertise to deliver value to customers worldwide . Various companies like Coke , Pepsi , IBM , Samsung are advertised globally.

2. ADVERTISING ON BASIS OF TARGET AUDIENCE :

a) Consumer advertising :Advertising directed at the ultimate user of a product or

service in contrast to advertising directed at business and industry. Sometimes consumer advertising is directed toward a purchaser of a product or service who will then pass that product or service on to its ultimate consumer, as in the case of pet food advertising. Most radio, television, newspaper, and magazine commercials and advertisements are consumer advertising. b) Industrial/ B2B advertising : Also known as business to business or b2b advertising, industrial advertising is the strategy of attracting the attention of another business and convincing that company to purchase the goods and services offered by another business. This type of advertising will likely use all the normal forms of generating publicity, including the placement of print ads in appropriate periodicals, direct mail campaigns, and any other means that is likely to produce the desired sales. Industrial advertising is common within just about every profession or industry type, and helps to meet the demand for a wide range of items that are necessary to conducting

business within that industry. Eg : computer , fax machine , printers , x-ray machine , so these are advertised in mass media. c) Professional advertising :It is mostly related to those product which is specially made for professional work or professional people's like Ca's, Lawyer's, architect,

engineers , Doctor's ,. & advertisement of these product is called professional advertising . For Eg. kit of necessary equipment of architecture ,or surgical equipment for doctors . d) Trader advertising : When adds are directed to channel members like wholesalers, retailers , such adds are called trader advertising. The objective is to add and motivate stockists. Such ads are given in print media.

3. ADVERTISING ON BASIS OF DEMAND INFLUENC E LEVEL:

a) Primary demand creation ads :These are designed to stimulate demand for entire
industry rather than a specific brand like add of steel. Eg : when microwave oven , cellular phone were invented , then to inform public about its uses and profits , primary demand adds were done. b) Selective demand Stimulation ads :After creating primary demand for the product , manufacturers focus their attention on advertising their products and brands. The add is for particular brand and not the product. Eg : ads of Hyundai , P&G etc

4. ADVERTISING TO PROMOTE INSTITIONAL IMAGE :

a) Institutional ads / Corporate ads :Corporate advertising is a promotional strategy

that is designed to not only interest consumers in products and services offered by the company, but also to cultivate a positive reputation among consumers and others within the business world. The focus of corporate advertising is on the company itself, with the attention to the products produced by the corporation being a byproduct of the advertising effort. This type of corporate marketing is often employed along with advertising campaigns that are directly focused on the goods and services produced by the company.Eg : ads issued by Steel Authority Of India ( SAIL ) advertises only company name. b) Brand /Product Advertising : Product adds are designed to inform , to persuade the potential buyers to buy advertisers product. Particular product is advertised here.

5. ADVERTISING ON BASIS OF DIFFERENT CYCLE :

STAGES OF PRODUCT LIFE

a) Informative Advertising :In the introduction stage of product life cycle , informative
product ads are issued by advertiser to create awareness about product and stimulate its primary demand. b) Persuasive Advertising : After the consumers become aware of the product , advertisements to persuade consumers to buy the product are used. It is done by competitive ads. c) Reminder Advertising : These ads are done in the maturity and decline stage of product life cycle . Firms making seasonal products use it.

6. ADVERTISING ON BASIS OF TIMING OF RESPONSE :

a) Direct Action Advertising :Advertising whereby the only connection the consumer
has to the product is the advertising and the only way a consumer can act on the advertisement or commercial is to return a coupon or make a phone call. It is geared to eliminate an intermediary in the purchase process. It can utilize a wide range of media, from matchbook covers to print or radio and television, although it is typically conducted through the mail. b) Indirect Action Advertising : The one performing tasks like announcing thelaunch of the new product, building purchase intentions, creatinginterest in customers or changing their aptitudes towards the productare termed as the indirect action advertising. Indirect actionadvertising is designed to stimulate demand over a long

period of time by building brand recognition and acceptance Eg: A full page newspaper advertisement by a company improves its brand image.

7. ADVERTISING ON BASIS OF NATURE OF APPEAL MADE :

a) Emotional advertising :Emotional advertising shows the target audience the benefits
of the product or service through drama and relies on them being so involved with the characters and finding the story so relevant that it will hit an emotional chord.Emotional advertising is much more indirect in its persuasion.Eg: ads given by lux soap that an ordinary girl will look like an actress gibes emotional happiness and satisfaction. b) Rational advertising : If ad are focussed on contents , features , facts, it is called rational advertising . Objective is to persuade target audience to buy product as it is best available .

8. ADVERTISING ON BASIS OF MEDIA USED : a) Print ads :newspapers , magazines , journals etc. b) Audio-visual ads :TV , cable networks etc. c) Audio ads :radio , telephone etc.

9. OTHER TYPES OF ADVERTISING : a) Classified advertising :Ads which are classified under particular headings in newspapers , magazines like property for sale , vehicle for sale etc. b) Social advertising :Social advertising is the use of advertising to inform the public about a social issue or to influence their behaviour. Eg : ads about AIDS awareness , Polio awareness , dowry system , girl education etc. c) Cooperative advertising : In this , cost of advertising is shared between manufacturer and channel members. Eg : VLCC , NIIT have their franchisee and use cooperative ads. d) Reinforcement advertising : Such ads try to assure current users that they have taken the right decision by buying advertisers product and tell them how to get maximum satisfaction from the product they have purchased.

e) Defensive advertising : When an advertisement is issued by a manufacturer to reduce the effect of competitors advertisement . Eg: if Pepsi uses some star then Coke also uses some star . f) Service advertising : Offering services by business units. Eg : financial service , hospitality service , telecom service , health service . g) In-film advertising :In this the product / brand is shown in background in some scene or song of the movie. Eg : Ad of makemytrip.com in movie Jab TakHaiJawani. h) Bait advertising : In this , advertisers baits or lures the audience by highlighting that he is offering products at very low price and attract them towards his outlet. i) Surrogate advertising : when law of country doesnt permit ads of a certain product category , then advertisers take shelter of brand extension. Eg : ads of cigrettes and alcoholic drinks. j) In-flight advertising : Ads are shown through in flight magazines. k) Internet advertising : most companies give ads on popular websites , pop ups , banner ads. l) Political advertising : Political parties hand over their promotional campaigns to professional ad agencies. Purpose is to attract voters. m) Point of Purchase advertising : It refers to advertising at the time and place of purchase. n) Convergence advertising : These are ads which highlight use of advance and modern technology in manufacturing the product. It is used for complex and hi-tech products. o) Colloquial advertising : In this ad, informal conversational language is used for conveying ad message. p) Non-product advertising :Advertising for intangible goods like services like environmental protection etc. q) Tele-shopping advertising :Some business units sell their products through tele shopping. For this , long 10-15 minute ads are given on TV.

SUMMARY

Advertisement is to face to competition. Under competitive conditions, advertisement helps to build up brand image and brand loyalty and when customers have developed brand loyalty, becomes difficult for the middlemen to change it.
Large scale advertising is often undertaken with the objective of creating or enhancing the goodwill of the advertising company. This, in turn, increases the market receptiveness of the company's product and helps the salesmen to win customers easily

Whenever changes are made in the prices, channels of distribution or in the product by way of any improvement in quality, size, weight, brand, packing, etc., they must be informed to the public by the producer through advertisement.

Advertising is unavoidable to complete with or neutralize competitor's advertising. When competitors are adopting intensive advertising as their promotional strategy, it is reasonable to follow similar practices to neutralize their effects. In such cases, it is essential for the manufacturer to create a different image of his product. Advertising increases the primary demand in the market. When demand is there and the product is available, automatically the overall cost will decrease, simultaneously the cost of sales like distribution cost, promotional cost also decrease

REFERENCES
1) Advertising and Sales Management , By MukeshTrehan and RanjuTrehan http://books.google.co.in/books?id=paQeS1zi4I4C&pg=PA3&source=gbs_toc_r&cad =4#v=onepage&q&f=false 2) http://business-finance.blurtit.com/1809534/what-is-the-scope-of-advertising 3) Wikipedia - http://en.wikipedia.org/wiki/Advertising 4) http://www.ehow.com/facts_5641368_tools-used-advertising_.html 5) http://www.publishyourarticles.net/knowledge-hub/business-studies/advertising.html 6) Enotesmba.com