1. Advertising : Meaning, scope and functions
Chapter = 3
Advertising : Meaning, scope and functions

2. Meaning of Advertising
Philip Kotler says “Advertising is non-personal form of communication conducted through paid media under clear sponsorship”

3. Features of Advertising
Paid form
Non – Personal
Identified sponsor
Any Form
Goods, services or ideas
Can be used by any organisation
Speedy communication
Mass communication

4. Audio/Visual/Written advertising message
Advertising is an art
Advertising is not an exact science
An important element of promotion mix
Motivates and inspires
Controlled

5. Functions of advertising
Primary functions
Secondary functions
Social functions

6. Primary functions Creates demand Announces for new product or service
Promotes new uses of the product
Informs about changes in product, price placement
Helps in the usefulness of the product and method of using it.
Announces special offers and schemes
Reminds users
Create brand preference
Helps to neutrilise competitors advertising it

7. Secondary functions
Helps to boost the morale of salesmen and employees
Supports salesmen
Reaches customers left by salesmen
Helps to procure better employees
Announces location of dealers and stockists and supports them

8. Social functions Helps to improve standard of living
Crete awareness among rural masses
Creates employment
Educates consumers
Helps to solve social problems
Creates awareness about dangerous diseases
Helps to circulate important government notifications
Other social functions

9. Essentials of effective advertising
Features relating to consumers
Features relating to message
Features relating to advertising copy

10. Scope of Advertising Increase in ad functions
Ad for attracting and supporting middlemen
Increase in commercial ads
Growth in media
Increase in industrialization
Increase in level of competition
Increase in readership and viewership

11. Groups involved in Advertising
Buyers
Middlemen
Media
Advertising agency
Advertiser

12. Advertising as a tool of marketing
Advertising and product
Advertising and pricing
Advertising and place
Advertising and other promotional tools
Advertising and competition
Advertising and market segmentations