ADVERTISEMENT

PROJECT

BY-LOHITAKSH KAPOOR
COURSE- B.COM(PROGRAM
ROLL NO.- 1622
SECTION- B

DEFINATIONAdvertisingis a form ofmarketingcommunicationused to

persuade anaudienceto take or continue some action, usually
with respect to a commercial offering, or political or ideological
support. Advertising is a means of communication with the users
of a product or service. Advertisements are messages paid for by
those who send them and are intended to inform or influence
people who receive them, as defined by the Advertising
Association of the UK.Advertising is always present, though
people may not be aware of it. In today's world, advertising uses
every possible media to get its message through. It does this via
television, print (newspapers, magazines, journals etc), radio,
press, internet, direct selling, hoardings, mailers, contests,
sponsorships, posters, clothes, events, colours, sounds, visuals
and even people
(endorsements).advertisementisaniteminanewspaper,onte
levision,ontheinternet,orinapublicplace,whichtriestopersua
deyoutobuysomething,orwhichgivesyouinformationaboutan

ADVANTAGES
The benefits derived from advertising are manifold. It is
one of the most important components of the marketing
process.
This is beneficial to manufacturers, traders, consumers
and society as a whole. Advertising offers the following
advantages.
(1)introduces a new product in the market,
(2)expansion of the market,
(3)increased sales,
(4)fights competition,
(5)enhances good-will,
(6)educates the consumers,
(7)elimination of middlemen,
(8)better quality products,
(9)supports the salesmanship,
(10) more employment opportunities,
(11) reduction in the prices of newspapers and magazines,
(12) higher standard of living!

DISADVANTAGES
While on the one hand, advertising is regarded as the life-blood of
modern business; on the other hand, some scholars are of the view that
money spent on advertising is a waste. Those who hold this opinion are,
as a matter of fact, the critics of advertising and they hint at its evils.
(1)Adds to Costs:An organisation has to spend large amount on
advertising. It increases the cost of the products. To meet this
expenditure, price of the product is raised.
(2)Undermines Social Values:Advertisement is a sort of day-dreaming
for the people. These days it is taking the people away from reality
and into the realm of artificiality.
(3) Confuses the Buyers:Many a time distorted version of reality is
shown in the advertising. Believing in advertising, consumers buy the
product. On its use, they feel cheated.
(4) Encourages Sale of Inferior Products:Every manufacturer projects
his product as superior one in the advertisement. Therefore, the buyer is
unable to decide as to which product is really good
(5) Some Advertisement is in Bad Taste:Many times, foul language
and objectionable pictures are used in advertising in order to attract a
particular class. They may be insulting to a particular class. It causes
decay of social values

CONCLUSION
According to me, Advertising is a form ofcommunication
intended topersuadean audience to purchase products,
ideals or services. While advertising can be seen as necessary
for economic growth, it is not without social costs.
Unsolicited commercial emailand other forms ofspamhave
become so prevalent that they are a major nuisance to users of
these services, as well as being a financial burden oninternet
service providers.Advertising increasingly invades public
spaces, such as schools, which some critics argue is a form of
child exploitation.Advertising frequently uses psychological
pressure (for example, appealing to feelings of inadequacy) on
the intended consumer, which may be harmful.
Advertising has an agenda setting function which is the
ability, with huge sums of money, to put consumption as the
only item on the agenda. In the battle for a share of the public
conscience this amounts to non-treatment (ignorance) of
whatever is not commercial and whatever is not advertised for.
With increasing force advertising makes itself comfortable in
the private sphere so that the voice of commerce becomes the