PAPER-1 BASIC PRINCIPLES OF ADVERTISING AND PUBLIC RELATION

369 Pages·2010·0.73 MB·English

PAPER-1

BASIC PRINCIPLES OF ADVERTISING AND PUBLIC RELATION

LESSON 1- Advertising Definition, Classification, Growth & Development

LESSON 2- Basic Model and process of advertising, Motivational & Persuasional
Communication of Advertising

LESSON 3- Advertising Public Relation and Publicity

LESSON 4- Extension Education

LESSON 5-Social Advertising

LESSON 6- Advertisement Agencies: Structure & Function, Empanelling & Budgeting

LESSON 7- Public Relations: Definition, Role & Function, Growth & Development

LESSON 8- Difference between Public Relation & Corporate Public Relation

LESSON 9- Public Relation in Public and Private Sector

LESSON 10- Crisis Communication and Lobbying

LESSON 11- Public Issue Communication
Course Code: 01 Author : Dr. Bandana Pandey
Lesson: 01 Vetter : Prof. Manoj Dayal

Advertising: Definition, Classification, Growth & Development

STRUCTURE
1.1 Objectives
1.2 Introduction
1.3 Definition
1.4 History of Advertising
1.5 Classification of Advertising
1.6 Role of Advertising
1.7 Scenario of Indian Media
1.8 Summary
1.10 Key words
1.11 Self Assessment Exercise
1.12 Suggested Readings
1.1 OBJECTIVES
The main objectives of this lesson are to understand the basic concepts of
advertising and its definition. To acknowledge the history and development
of advertising. To know the different classifications of advertising. To study
the Indian media scenario. To understand the role of advertising.

1.2 INTRODUCTION
What is advertising?
Advertising is a powerful communication force and vital marketing
tool helping to sell goods, services, images, and ideas through channel of
information and persuasion. It is highly visible force in the society. Today
all of us receive many advertising messages daily. Now it is essential to the
success of any type of business and industry. Furthermore, advertising
strategies are employed more and more by non-business organisation such as
government, college and universities, public service groups and
characteristics. It is one of the parts of the marketing and communication
process. Advertising convince people to buy products. All advertising
contains both information and persuasion. Today we can say advertising is a
communication, marketing, public-relation, information and persuasion
process. Advertising reaches us through a channel of communication
referred to as a medium. It is usually aimed at a particular segment of the
population - the target audience (Consumer and business).
Basically it is a medium of dissemination of information and
persuasion. It always creates a glamorous area. No doubt today advertising
covers almost every area of the thought process and action of society. It is
considered to be a highly sophisticated communication force and powerful
marketing tool. In other words we can say that it is a complete psychological
treatment of the consumer and a very creative and glamorous area also.
1.3 Definition
The word advertising came from the Latin word' advertere' means "to
turn the mind toward".
The American Marketing Association (AMA) recommends the
definition, "Advertising is any paid form of non-personal presentation and
promotion of ideas, goods and services by an identified sponsor".
The AMA points out that advertising is a tool of marketing along with
the product and its packaging, price, distribution and personnel selling.
Definitely advertising is openly and over the overtly subsidized information
and persuasion, and its task is to present and promote for more than
merchandise. According to this definition promotion is 'non-personal'. It is
directed "to whom it may concern". If advertising is effective, it is because
the audience is receptive to it.
Paid form: When product or services are mentioned favorably in the media-
newspaper, magazines and radio or television- the item appears because it is
presumed to provide information or entertainment for the audience. But this
is publicity, and no payment is made by the benefited organization.
Advertising on the other hand, is published or broadcast because the
advertiser has purchased time or space to tell the story of a certain product or
service.
Non-personal presentation: Personal selling takes place when a personal
face-to-face presentation is made. Although advertising complements or may
submit for, personal selling it is done in a non-personal manner through
intermediaries - or media.
Idea, goods and services: From this point advertising is concerned with
much more than the promotion of tangible goods. Most of the advertising is
designed to help sell goods and services. It is being used increasingly to
further public interest group.
An Identified Sponsor: Advertising discloses or identifies the
sources of the opinion and ideas. According to an identified sponsor, this
point distinguishes advertising from propaganda. Propaganda attempts to
present opinions and ideas in order to influence attitudes and actions.
Advertising on the other hand, disclose or identifies the source of the
opinions and ideas it present.
AMA definition actually describes the four main following points of
advertising:
The phase paid form in the AMA definition is too restricted for many
advertising professionals. The phrase was designed to distinguish between
advertising, which is delivered through space, or time for which the
advertiser has paid, and publicity, which is delivered without charge as part
of the news and entertainment content of the media.
According to Mc Cann Erickson, Advertising is "Truth Well Told"
Actually advertising is a paid publicity and silent salesmanship. It takes
known what we have to sell or what we want to buy.
According to Seldon, "Advertising is a business force, which through
printed words, sells or helps sale, build reputation and fosters goodwill".
John V. W. expressed, "Advertising like salesmanship is an attempt
to influence the thoughts and action of people".
Canor and Wichart has given a definition in this form, "Advertising
includes those visual or oral messages in magazines, newspapers, movies
and letters, over radio and television and on transportation vehicles and
outdoor signs which are paid by their sponsors and directed to consumers for
purpose of influencing their purchases and attitudes".
According to Britannica Dictionary, "A form of paid announcement
interested to promote the sale of commodity or services, to advance an idea
or to bring about other effect desired by the advertiser".
Webster’s New World Dictionary has mentioned Advertising is

1. to tell about or praise (a product etc.) as through print media, audio
and visual, so as to promote sale;
2. to make known; and
3. to call public to things for sale, for rent etc., as by printed or presented
notice.
Another definition stresses the Idea that advertising is controlled,
identifiable information and persuasion by means of Mass Communication.
Such definition points to another distinction between advertising and other
forms of promotion.
Albert Lasker, the father of advertising expressed, "Advertising is
salesmanship in print". But he offered that definition long before television
and internet, at a time when the nature and scope of advertising were quite
limited.
The London Institute of Practitioners in Advertising has given a
definition which very closely approximates the following points:
"Advertising presents the most persuasive possible selling message to right
prospect for the product or service at the lowest possible cost".
These definitions include the element of payment for the sponsor. But
the sponsor of the advertisement should not only make the payment for it,
but should also identify itself in the advertisement.
Finally we may consider the prevalent definition of advertising "as
paid, non-personal communication through various media by business firms,
non profit organization and individuals who hope to inform or persuade
members of a particular audience". As also the definition given by Wright,
Winter and .Zeigler which identifies advertising as- "Controlled identified
information and persuasion by mean of mass communication media".
Information: It provides the communication link between someone, who
needs something, is' often just that simple. The advertiser provides
information to person who is seeking it. Surely, advertising is the most
efficient means of reaching people with product or service information.
'Presentation' and promotion however hardly suggest an active attempt to
influence people to action or belief by an overt appeal to reason or emotions.
'Persuasion' which is a major objective of modern advertising, is what has
just been described.
Controlled: The word "Controlled" provides an important distinction
between advertising and either personal selling or publicity. The content,
time and direction of an advertising message are controlled by the advertiser.
Identifiable: This word is used in preference to such terms as "by an
identified sponsor" to indicate that receiver of the advertising message is
able to identify both source and purpose. The source is responsible for the
message and recognizes or should recognize that its purpose is to persuade
the receiver to accept the ideas or opinions it present.
Mass Communication Media: It is designed to separate personal selling
and advertising and also to convey the concept of multiple messages
delivered to groups of people simultaneously.
1.4 History of Advertising
Advertising is an important element of our culture because it reflects
and attempts to change our life style. The concept of advertising dates to
early civilization. It had to undertake a long journey through the centuries
before- it attained its present form. Actually advertising is directly related to
the need of man to communicate his message and attract to each other. Our
knowledge of advertising in ancient times naturally is fragmentary. Early
advertising can be traced back to the archaeological evidences available in
Greece and Rome. In 3000 B. C. Babylonia merchants hired parkers to hawk
their wares to perspective, customers and placed signs over their doorways
to indicate what they sold. Advertisements were found on walls in the streets
of the excavated Roman city of Pompeii. Another evidence of a piece of
papyrus preserved in the British Museum provides the earliest and direct
reference to written advertisement. An Egyptian had advertised 3,000 years
ago asking for the return of a run away slave. The word of mouth or oral
advertisement or spoken publicity was still older. The use of hand bills,
posters and newspaper advertisements emerged after Gutenberg developed
movable type in the 15th century.
When Benjamin Franklin established the Philadelphia Gazette in
1729, it soon became a favorite medium of advertising. When the weekly
Pennsylvania packet and General Advertiser became a daily in 1784, it
featured an entire front page of advertisement.
In ancient India, some of the typical seals used by the Mohanjodaro
and Harrapa people were directly connected. But formally, the history of
advertisement in India parallels the history and development of the Indian
Press during the past 200 years. In other words we can say that advertising is
a father of Journalism. Because the first Indian newspaper started by James
August Hickey on January 29, 1780, was called the "Bengal Gazette" or
"Calcutta General Advertiser". It was full of informative advertisement.
In 1785, the Bengal Journal published with Government
advertisement free of charge.