“Advertising Plays a Vital Roal in the
Development of Enterpreneurship”
Success is one of the most important
objectives of an entrepreneurship. To
attain success it is important that the business gives due consideration to the
advertising and marketing of the products. The overall success depends how well
the communication message is passed on to the target audience. The objective of
marketing is to understand the target customers requirement and to develop a
plan accordingly. By impressing the audience with the message the advertiser
increases his customer base. Advertising thus helps in increasing brand
awareness converting it to sales.
Advertising is a form of commercial
mass communication designed to promote the sale of a product or service or
message on behalf of an institution, organisation. Evidence of advertising can
be found in cultures that existed thousands of years ago but advertising only
become a major industry in the 20th century. The word “advertising”
has been derived from the Latin word “Advertere” which means to turn people’s
attentions to a specific things.
The objective of any advertisement
is to reach the people with the right sense at the right time. Hence, the
advertisers take much effort in creating and presenting advertisement to the
public. The Impact of the advertisement on the viewers, leades to cultural and
social revolution. Continuous advertisements for the same product influences
change in the consumption pattern of the individuals and thus affects a change
in the life style of the society.
The aim of every business is to make
profit merchandising concern can do that by increasing its sales at
remunerative prices. Advertising is one of the techniques, which oscillates the
sales, denotes a specific attempt to popularize specific products or a service
at certain cost to increase the sales promotion, in turn, to increase the
profit. Though advertising is a business, it is basically a communication
activity. Our world is full of myriad of
products and services. We must be informed about the availability of these. We
must also know what benefits these products and services offer to us. We should
know what needs these products and services satisfy. They may make us feel
important. They may upgrade our social status. They may declare that we belong
to contemporary world. We are, thus, not only imformed but are also persuaded
by these communications. Advertising is thus, informative and persuasive
communication, though at times it dissuades us from making use of certain
harmful products or cautions us against certain harmful practices. As business
has attained global proportions, it is necessary to communicate to a large audience at the same time by making use
of the mass media.
With the liberalization policy
followed by government and subsequent entry of multinationals in India, the
true marketing came to India. Advertising changed a lot at the same time.
Because of intense competition, the advertising budget increased multifold.
Advertising has come out as a very powerful medium to inform, persuade or to
remind the consumers. Advertising today is used by every one whether he is
individual, group, a company, a service organisation. Advertising spurs
economic development. It engineers sales. It helps people and organisation to
find each other. It creates or sustains thousands of job in advertising agencies,
in various promotion and exhibition industries.
Today the industry employs hundreds
of thousands of people and influences the behaviour and buying habits of
billions of people. Advertising spending wordwide now exceeds 350 billion per
year. In the United States alone about 6,000 advertising agencies help create
and place advertisements in a variety of
media including newspapers, television, direct mail, radio, magazines and
internet. Advertising is so commonplace in the United States that an average
person may encounter from 500 to 1,000 advertisements in a single day according
to some estimates. Most advertising is designed to promote the sale of a
particular product or service.
Some advertisements however are
intended to promote an idea or influence behaviour such as encouraging people
not to use illegal drugs or smoke cigarettes. These ads are often called public
service ads (PSAs). Some ads promote an institution such as the Red Cross or
the United States Army and are known as institutional advertising. Their
purpose is to encourage people to volunteer or donate money or services or
simply to improve the image of the institution doing the advertising.
Many experts believe that
advertising has important economic and social benefits. However advertising
also has its critics who say that some advertising is deceptive or encourages
an excessively materialistic culture or reinforces harmful serotypes. The
United States and many other countries regulate advertising to prevent
deceptive ads or to limit the visibility of certain kinds of ads.
Advertising has become increasingly
international more than than ever before. Corporations are looking beyond their
own country’s borders for new customers. Faster modes of shipping, the growth
of multinational corporations, rising personal income levels worldwide and
falling trade barriers have all
encouraged commerce between countries. Because corporations are opening
new markets and selling their products in many regions of globe they are also
advertising their products in those regions.
-
Dr. Ashutosh Mandavi
HEAD
Dept. Of Advertising & Public relations
Kushabhau Thakre University of Journalism, Raipur (Chhattishgarh)
Mob. - 9893249463
Watsapp - 9407990437
