UNIT -3 SELLING & ADVERTISING

Advertising - Concept, Role, Functions, Scope

and Types, Advantages and Disadvantages
Advertising refers to the communication of a message about a product, service, or idea through
various media channels such as TV, radio, print, digital, or outdoor. It is a form of marketing
communication that aims to persuade or influence potential customers to take action, such as making
a purchase, trying a product, or changing their attitude towards a brand or idea.

The concept of advertising involves a strategic process of identifying target audiences, defining the
brand message, selecting appropriate media channels, creating compelling content and visuals, and
measuring the effectiveness of the campaign. The goal of advertising is to create awareness, generate
interest, and stimulate demand for the product or service being advertised.

Advertising can take many forms, such as print ads in newspapers and magazines, commercials on
TV and radio, billboards and posters, social media ads, search engine ads, and more. The messaging
and creative elements of an advertisement can vary widely, from humorous and entertaining to
emotional and informative.

Effective advertising involves a deep understanding of the target audience, the product or service
being advertised, and the competitive landscape. It requires a creative and strategic approach to
messaging and visual design, as well as a focus on measuring and optimizing the results of the
campaign. Ultimately, successful advertising can help businesses build brand awareness, increase
sales and revenue, and create a positive image and reputation in the minds of their customers.

Advertising Role

Advertising plays several important roles in the world of marketing and business. Here are some of
the key roles that advertising can serve:

 Creating awareness: Advertising can help introduce a product or service to potential

customers who may not have been aware of it previously. By raising awareness, advertising
can generate interest and stimulate demand for the product or service.
 Building brand identity: Advertising can help create a distinctive brand identity for a
company or product, by associating it with certain values, attributes, or benefits. Effective
advertising can help establish a brand’s personality, voice, and tone, and differentiate it from
competitors.
 Communicating product benefits: Advertising can help communicate the unique features
and benefits of a product or service to potential customers. By highlighting the benefits,
advertising can persuade customers to consider the product or service and potentially make a
purchase.
 Shaping consumer attitudes and perceptions: Advertising can help shape the way
customers perceive a brand or product. By using persuasive messaging, emotional appeals,
and memorable visuals, advertising can influence how customers think and feel about a
product or brand.
 Increasing sales and revenue: Effective advertising can lead to increased sales and revenue
for a business. By generating interest, building awareness, and communicating product
benefits, advertising can help drive customer acquisition and retention.

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 Supporting other marketing efforts: Advertising can complement other marketing efforts,
such as public relations, social media, and promotions. By working together with other
marketing tactics, advertising can help create a consistent and integrated marketing message.

Advertising Functions

Advertising serves several important functions in the world of marketing and business. Here are
some of the key functions that advertising can serve:

 Informing: Advertising can inform potential customers about a product or service, including
its features, benefits, and pricing. By providing information, advertising can help customers
make informed purchase decisions.
 Persuading: Advertising can persuade potential customers to consider a product or service,
by highlighting its unique benefits, solving a problem, or creating a need. By using
persuasive messaging and visuals, advertising can influence customer behavior.
 Reminding: Advertising can remind customers about a product or service, by maintaining a
consistent presence in the marketplace. By reminding customers about a product, advertising
can help build brand awareness and increase customer retention.
 Building brand identity: Advertising can help establish and reinforce a brand’s identity, by
associating it with certain values, attributes, or benefits. By creating a distinctive brand
identity, advertising can differentiate a brand from competitors and create customer loyalty.
 Generating demand: Advertising can stimulate demand for a product or service, by creating
interest and desire among potential customers. By generating demand, advertising can help
increase sales and revenue for a business.
 Supporting sales efforts: Advertising can support sales efforts by creating a positive
perception of a product or service in the minds of potential customers. By providing
information and generating interest, advertising can help sales teams close deals and increase
revenue.

Advertising Scope

The scope of advertising refers to the range of activities and functions involved in creating,
delivering, and measuring advertising messages.

The scope of advertising is constantly evolving, as new technologies and media channels emerge.
For example, the rise of social media has created new opportunities for advertising, such as
influencer marketing and social media advertising. As advertising continues to evolve, its scope will
likely expand to encompass new forms of media and new approaches to engaging with consumers.

The Scope of advertising includes:

 Advertising research: Conducting research to understand consumer behavior, identify target

audiences, and assess the effectiveness of advertising campaigns.
 Advertising strategy: Developing a strategic plan for advertising, including defining the
target audience, selecting appropriate media channels, creating a messaging platform, and
setting campaign objectives.
 Advertising creative: Developing creative content and visuals that communicate the brand
message and resonate with the target audience.

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 Advertising media planning and buying: Selecting appropriate media channels to deliver
the advertising message, negotiating rates, and purchasing ad space.
 Advertising production: Producing and delivering advertising content across various media
channels, such as TV, radio, print, digital, and outdoor.
 Advertising evaluation and optimization: Measuring the effectiveness of advertising
campaigns, analyzing data, and optimizing future campaigns based on insights and
performance metrics.

Advertising Types

There are several types of advertising, each of which serves a different purpose and can be delivered
through different media channels. Here are some common types of advertising:

 Print advertising: This includes ads in newspapers, magazines, brochures, flyers, and other
printed materials.
 Broadcast advertising: This includes ads on TV and radio, as well as cinema and outdoor
advertising.
 Online advertising: This includes ads on websites, social media platforms, search engines,
and mobile apps.
 Outdoor advertising: This includes billboards, posters, banners, and other outdoor signage.
 Direct mail advertising: This includes physical mailings, such as flyers, postcards, and
catalogs, delivered directly to consumers’ mailboxes.
 Product placement: This involves integrating a product or brand into a TV show, movie, or
other form of media content.
 Influencer marketing: This involves partnering with social media influencers or bloggers to
promote a product or brand to their followers.
 Native advertising: This involves creating sponsored content that blends in with the non-
sponsored content on a website or social media platform.
 Guerrilla marketing: This involves using unconventional and often low-cost tactics to
promote a product or brand, such as flash mobs or street performances.

Advantages of advertising:

 Builds brand awareness: Advertising can help businesses build brand awareness by getting
their name and message in front of potential customers.
 Increases sales: Effective advertising can increase sales and revenue for businesses by
encouraging people to buy their products or services.
 Targets specific audiences: Advertising can be targeted to specific audiences based on
demographics, interests, and behavior, allowing businesses to reach the right people with
their message.
 Builds customer loyalty: Advertising can help build customer loyalty by reinforcing a
brand’s message and values, and creating an emotional connection with customers.
 Supports sales efforts: Advertising can support sales efforts by creating a positive
perception of a product or service in the minds of potential customers.

Disadvantages of advertising:

 Cost: Advertising can be expensive, particularly for businesses with limited budgets.

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 Can be ignored: Many people ignore or tune out advertising, making it difficult for
businesses to get their message across.
 Ineffective messaging: Poorly crafted advertising messages can be ineffective, and may even
have a negative impact on a brand’s reputation.
 Ethical concerns: Some forms of advertising may be considered unethical, such as false or
misleading claims, or targeting vulnerable groups.
 Over-saturation: With so much advertising in the marketplace, it can be difficult for
businesses to stand out and get their message heard.

Economic, Social, Legal and Ethical aspects of

Advertising
Advertising has economic, social, legal, and ethical aspects that businesses need to consider when
creating and delivering advertising messages. Here’s a detailed explanation of each aspect:

Economic aspect:

Advertising plays a critical role in the economy by stimulating demand for goods and services,
which in turn drives business growth and job creation. Advertising helps businesses compete in the
marketplace by differentiating their products and services from those of their competitors. However,
advertising can be costly, and businesses need to carefully evaluate the return on investment for their
advertising dollars.

Social aspect:

Advertising can have a significant impact on society by shaping people’s perceptions and attitudes
toward products and brands. Advertising can reinforce social norms and values, but it can also
perpetuate stereotypes or promote unhealthy behaviors. Businesses have a responsibility to ensure
that their advertising messages are socially responsible and do not harm individuals or communities.

Legal aspect:

Advertising is subject to a range of laws and regulations, including those related to false or
misleading claims, privacy, and intellectual property. Businesses need to ensure that their advertising
messages comply with these laws and regulations, or risk facing legal consequences.

Ethical aspect:

Advertising can raise ethical concerns, such as promoting products that are harmful or targeting
vulnerable groups. Businesses need to ensure that their advertising messages are ethical and do not
violate consumers’ rights or exploit their vulnerabilities. This includes being transparent about
product claims, respecting consumers’ privacy, and avoiding stereotypes or offensive content.

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Here are some examples of economic, social, legal, and ethical aspects of advertising:

Economic aspect: A business might create an advertising campaign to promote a new product or
service, with the aim of increasing sales and revenue. For example, a retail store might use
advertising to promote a sale or discount, with the hope of attracting more customers and generating
more revenue.

Social aspect: An advertisement might perpetuate a harmful stereotype, such as one that reinforces
gender roles or promotes unhealthy body image. For example, an advertisement for a weight loss
product that features an overly thin model might contribute to the societal pressure to conform to
unrealistic beauty standards.

Legal aspect: A business might face legal consequences if their advertising messages are found to
be false or misleading. For example, a dietary supplement company that makes unsubstantiated
claims about the health benefits of their product might be subject to legal action from consumers or
regulatory bodies.

Ethical aspect: An advertisement might exploit a vulnerable group, such as children or the elderly.
For example, an advertisement for sugary cereal aimed at children might use tactics such as bright
colors and cartoon characters to appeal to their emotions and bypass their critical thinking skills.

Advertising laws INDIA

In India, advertising is regulated by a number of laws and regulations that cover various aspects of
economic, social, legal, and ethical considerations. Here are some examples:

Economic aspect: The Advertising Standards Council of India (ASCI) is a self-regulatory

organization that regulates the content of advertising in India. The ASCI has a code of advertising
that requires advertisements to be truthful, honest, and not misleading. This code helps to ensure that
advertising is economically responsible and not deceptive.

Social aspect: India has laws that prohibit advertising that is offensive or harmful to public decency,
morality, or religious sentiments. For example, the Cable Television Networks (Regulation) Act,
1995, prohibits the transmission of any program that is obscene, defamatory, or likely to incite
violence or promote any activity that is illegal.

Legal aspect: India has laws that protect consumers from false or misleading advertising. The
Consumer Protection Act, 2019, provides for the establishment of consumer courts to adjudicate
disputes related to unfair trade practices and misleading advertisements. Additionally, the Indian
Penal Code contains provisions that make it illegal to make false statements or representations in
advertising.

Ethical aspect: The ASCI code of advertising also includes provisions that address ethical
considerations, such as the prohibition of advertisements that exploit the superstitions of consumers,
or advertisements that are likely to cause grave or widespread offense. Additionally, the Advertising
Code of Ethics, developed by the Indian Broadcasting Foundation, prohibits advertisements that are
likely to cause harm or distress to children.

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Advertising Appeals Meaning, Types and

Methods, Advantages and Disadvantages
Advertising appeals refer to the specific strategies or approaches that advertisers use to grab the
attention of their target audience and persuade them to take action, such as making a purchase, trying
a product or service, or changing their behavior. Advertising appeals are essentially the “hooks” that
advertisers use to make their messages more compelling and memorable. There are many different
types of advertising appeals, ranging from emotional appeals to rational appeals to humorous
appeals.

Examples of advertising appeals include:

 Emotional appeals: These appeals use emotions such as fear, happiness, sadness, or anger to
capture the audience’s attention and create a connection with the brand or product. For
example, an advertisement for a health insurance policy might use fear of medical
emergencies to motivate people to sign up for coverage.
 Rational appeals: These appeals use logic and reason to persuade the audience that a
particular product or service is superior to others in the market. For example, an
advertisement for a car might focus on its fuel efficiency, safety features, and affordability.
 Humorous appeals: These appeals use humor or satire to make the advertisement more
entertaining and memorable. For example, an advertisement for a snack food might use a
funny scenario to create a positive association with the product.
 Celebrity appeals: These appeals use celebrities or well-known public figures to endorse a
product or service, with the aim of leveraging their popularity or credibility to convince
consumers to try it. For example, a popular athlete might endorse a sports drink, or a famous
actor might promote a luxury car brand.

Advertising Appeals Types and Methods

There are many types of advertising appeals, and advertisers often use a combination of them to
make their messages more compelling and memorable. Here are some of the most common types of
advertising appeals:

Emotional Appeals:

These appeals target the consumer’s emotions such as fear, happiness, sadness, or anger to create a
connection with the brand or product. Advertisements that evoke emotions are often more
memorable and effective at persuading consumers to take action.

Features of emotional appeals in advertising:

 Targeting Emotions: Emotional appeals aim to connect with the emotions of the audience,
such as happiness, sadness, fear, anger, or surprise. Advertisers use emotions to create a
memorable and powerful experience that resonates with the consumer.
 Using Imagery and Storytelling: Advertisers often use vivid imagery or storytelling to
create an emotional connection with the audience. They use relatable characters, situations,
or scenarios to create a sense of empathy or identification with the audience.

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