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Advertising is a collective term for public announcements designed to promote the sale of specific commodities or services. Advertising is a form of mass selling employed when the use of direct, person-to-person selling is impractical, impossible, or simply inefficient. It is to be distinguished from other activities intended to persuade the public, such as propaganda, publicity, and public relations. Advertising techniques range in complexity from the publishing of simple, straightforward notices in the classified-advertising columns of newspapers to the concerted use of newspapers, magazines, television, radio and modern Advertising
Advertising falls into two main categories: consumer advertising, directed to the ultimate purchaser, and trade advertising, in which the appeal is made to dealers through trade journals and other media.
Both consumer and trade advertising employ many specialized types of commercial persuasion. A relatively minor, but important, form of advertising is institutional advertising, which is designed solely to build prestige and public respect for particular business concerns like advertisements of TATAS, SAIL etc. Each year millions of rupees are spent on institutional advertising, which usually mentions products or services for sale only incidentally.
Another minor, but increasingly popular, form of advertising is cooperative advertising, in which the manufacturer shares the expense of local radio or newspaper advertising with the retailer who signs the advertisement. National advertisers occasionally share the same space in magazine advertising.
Advertising may be local, national, or international in scope. The rates charged for the three different levels of advertising vary sharply, particularly in newspapers; varying rates are set also by newspapers for amusement, legal, political, financial, religious, and charitable advertisements....