Advertisement and publicity

MARIA DE LOURDES ORTIZ SANTAMARIA

ADVERTISEMENT Advertising is the preparation of visual and

oral message and their dissemination through paid media for the purpose of making people aware of and favourably inclined towards a product ,brand,service,institution,idea or point of view.

It can be also described as the art of creating a demand for an article or a service.

Characteristics of advertising

Makes a non-personal presentation of goods or services or ideas to group of persons.

It carries the message about the quality and utility of the goods or services

Advertisement is sponsored and paid for.

The idea behind it is to compel action in accordance with the intent of the advertiser.

Purpose of Advertising

To give information regarding existence To create new demand for the product To instruct about the use of the product To make the selection of commodities easy To remove the doubt and confusion about the

products To encourage consumer

Some basic function of Advertising

1. It encourage the prospective buyers to purchase the products.

2. It is indispensible in the introduction of a new product in the market.

3. It acts as a potent instrument in the hands of the manufacturer for increasing the sales by creating permanent demand for the product.

4. It is considerably helpful in decreasing the number of middlemen.

5. It builds up the reputation of the produces hereby enhancing the goodwill of the concern.

6. It educates the people in the use of new products and tell about the different uses of the existing products.

Advantages of advertisement

Advantages to manufacture Creates demand for new commodities Maintain demand level and increases goodwill Advantages to salesman Simplifies the work of salesman and increases profit

Advantages to consumers Increases personal satisfaction Guarantees good quality of commodities It saves consumers time

Advertisement to society Provide employment oppurtunity Increases income of the newspaper

Disadvantages It increases price Consumers desire do not remain stable False advertisement Possibility of wrong purchase increases Encouragement to luxury Excessive expenditure on competition

Publicity Generating news about a product or service in the

media Publicity is the deliberate attempt to manage the

public's perception of a subject. The subjects of publicity include people (for

example, politicians and performing artists), goods and services, organizations of all kinds, and works of art or entertainment.

Purpose of publicity

 Favorable publicity increase the credibility and result in building faith in the product or company where as unfavorable publicity will result in creating doubt in the mind of people for the product or the company.

Favourable publicity increase the demand and unfavorable publicity decrease the demand.

Effects of bad publicity

Loss of trust from the public Effects on sale i.e reduces the sale of the product Possibility to fall in investigation Financial loss Cease-and-Desist Orders of the company

Some criteria to distinguish publicity and advertisement

The extent of truth is greater in publicity as compared to advertising Advertising is always related to business while publicity may be

moral, social and political also. Most of the times in advertising social responsibility  ignored while

in publicity special focus is given on social responsibility Advertising is paid form of ideas, goods and services while publicity

is not paid by sponsor.

The End

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