1. What is Advertising?
Advertising is the art and science of communication where businesses or individuals
create messages to inform, influence, and persuade consumers to act — often to buy
a product, use a service, or support a cause. It is a structured and composed
message, generally paid for by sponsors, delivered through various media.
While often associated with business and marketing, advertising also serves non-
commercial purposes — such as public service announcements (PSAs), election
campaigns, and health awareness programs. It can be verbal, written, visual, or
audio-visual and is often tailored to specific platforms and target audiences.
Broader Definition of Advertising:
According to the American Marketing Association:
“Advertising is any paid form of non-personal presentation and promotion of ideas,
goods, or services by an identified sponsor.”
Forms of Advertising:
1. Print Advertising: Includes newspapers, magazines, brochures, flyers, and
banners.
2. Broadcast Advertising: Television and radio are used to reach mass audiences
with audio-visual or audio-only ads.
3. Outdoor Advertising: Billboards, transit ads (buses, metro), posters, and
hoardings.
4. Digital Advertising: Includes online display ads, social media marketing,
influencer promotions, and YouTube ads.
5. Mobile Advertising: Notifications, banners, or messages via smartphones and
mobile apps.
6. Covert Advertising: Product placements in films or TV shows (e.g., a soft drink
shown in a movie scene).
7. Event Sponsorships: Brand p
8. romotion through events such as IPL cricket, concerts, or festivals.
2. Importance of Advertising in a Business Organisation
In today's competitive and globalized market environment, advertising plays a
strategic and multi-dimensional role in business success. Here are several ways it
helps a business organisation:
a. Awareness Creation
Advertising helps to introduce a new product or service to the market. It tells
customers that a product exists, what it does, where it is available, and what its
benefits are.
b. Market Penetration and Expansion
Advertising enables businesses to reach beyond their local market to regional,
national, or even international audiences, helping the company expand its customer
base.
c. Brand Recognition and Recall
Frequent advertising helps customers remember the product name, logo, slogan,
and packaging. This increases the chances of customers choosing the product at the
point of sale.
d. Influence on Consumer Behaviour
Through persuasive messaging, advertising can shape consumer tastes, preferences,
and buying habits.
e. Product Differentiation
In a crowded marketplace, several companies might offer similar products.
Advertising helps highlight the unique qualities and advantages of a specific product
over others.
f. Competitive Advantage
Effective advertising can help a business outperform its competitors by capturing the
customer’s attention and loyalty more successfully.
g. Educating the Market
Some products are complex or new to the market. Advertising can inform and
educate customers about how to use such products, their benefits, safety
instructions, etc.
h. Strengthening Distribution Channels
When a product is advertised heavily, retailers and distributors are more motivated
to stock and promote it because it is more likely to sell quickly.
i. Profitability and Growth
Advertising leads to increased sales volume, which means higher profits. These
profits can be reinvested into product development, business expansion, and more
advertising, creating a positive growth cycle.
3. Role of Advertising in a Business Organisation
Advertising is not only a marketing activity but also a strategic function that supports
business goals at all levels. Its roles include:
i. Building Brand Identity
Advertising helps in forming a consistent and strong brand identity, which becomes
the face of the organisation.
ii. Driving Innovation
To attract attention, companies continuously create new and creative advertising
formats, which also reflects their innovation as a brand.
iii. Reinforcing Corporate Image
For large businesses, advertising can also be used for corporate branding, not just
product promotion. For example, ads promoting eco-friendly practices help build a
responsible business image.
iv. Customer Retention
Beyond acquiring new customers, advertising helps maintain interest among existing
customers by launching reminder ads, festive offers, or updates on new features.
v. Supporting Pricing Strategies
Premium-priced products can use advertising to justify the price by showing the
quality, lifestyle appeal, or brand reputation.
vi. Enhancing Investor Confidence
Strong brand presence through advertising can attract investors and shareholders
who see it as a sign of healthy business growth.
4. Two Big Advertising Agencies in India
A. Ogilvy India
Year of Establishment: 1948 (as part of Ogilvy & Mather global group)
Headquarters: Mumbai
Type: Integrated creative agency offering services in advertising, branding,
digital marketing, public relations, and more.
Clients: Vodafone, Asian Paints, Fevicol, Cadbury, and Amul.
Notable Campaigns:
o Cadbury Dairy Milk – “Kuch Meetha Ho Jaaye”
o Fevicol – “Fevicol ka Jod”
o Piyush Pandey, a globally respected ad guru, is associated with Ogilvy
India.
B. DDB Mudra Group
Founded: 1980
Headquarters: Mumbai
Parent Company: DDB Worldwide (Omnicom Group)
Services: Advertising, Media Planning, Digital Marketing, Outdoor Advertising,
Brand Strategy
Major Clients: LIC, Johnson & Johnson, Future Group, McDonald's
Famous Ads:
o LIC – “Zindagi ke Saath bhi, Zindagi ke Baad bhi”
o Stayfree – Women Empowerment Campaigns
o Peter England branding campaigns
5. Evaluation of Four Advertisements
Criteria for a Good Advertisement:
Captures attention quickly
Conveys a clear and truthful message
Appeals emotionally and/or logically
Identifies the brand clearly
Includes a strong call to action (CTA)
Is creative and original
Is ethical and socially responsible
1. Amul – “Utterly Butterly Delicious”
Medium: Print, Outdoor, Digital
Features: Uses cartoon-style illustrations to comment humorously on current
events while promoting the product.
Evaluation: Clear, creative, iconic mascot, and consistently relevant.
✅ Meets all standards of a good advertisement.
2. Surf Excel – “Daag Achhe Hain”
Medium: TV, Print, Digital
Features: Uses children and storytelling to highlight stains from good deeds,
linking to product function.
Evaluation: Very relatable and emotionally strong.
✅ Checks all boxes of a good ad.
3. Coca-Cola – “Open Happiness”
Medium: Global TV and digital campaign
Features: Focuses on emotions like joy and human connection; product often
shown in sharing moments.
Evaluation: Brand identity is consistent and memorable.
✅ Globally successful ad that meets all essentials.
4. Glow & Lovely (formerly Fair & Lovely)
Medium: Print, TV
Features: Promoted fair skin as a beauty ideal; widely criticised for promoting
unrealistic and biased standards.
Evaluation: Lacks inclusivity and ethical standards.
❌ Fails modern expectations of fairness and social responsibility.
6. Design an Advertisement for a Product of Your Choice
Product Name: EcoLeaf Air Purifier
Tagline: “Breathe Pure. Live Better.”
Product Features:
HEPA filtration technology
Kills 99.97% airborne pollutants
Eco-friendly and energy efficient
Wi-Fi control via mobile app
Ideal for home, office, and classrooms
Target Audience: Health-conscious urban families, schools, and offices.
Call to Action:
“Order now at www.ecoleaf.in and get a free plant with every purchase!”
Illustration:
Draw a sleek air purifier with green leaves, a happy family in the background, and a
freshness symbol.
7.Sales Promotion Techniques
COPY FROM TEXTBOOK
8.Conclusion
Advertising is more than just a sales tool. It is a powerful mechanism for brand
development, customer education, and market influence. It blends creativity,
psychology, and strategy to drive business growth. When executed ethically and
effectively, advertising benefits not only businesses but also consumers and the
economy as a whole.
