Advertising

Advertising is a form of non personal communication from one person to other person or to a group of persons. Advertising as a potent tool of communication is highly useful to manufacturer, retailers, consumers, and the society at large. Now a day, major part of the advertising work is undertaken by the advertising agency itself. Many business firms resort to heavy advertising expenditure whose purpose is to communicate about their products and services to the viewers or consumers. In short, advertising is meant to increase the consumption or sale of products or services.

Through the mode of advertising, advertiser communicate the factual information as well as try to persuade the viewers to react positively to it (advertising). Even business conducted on small scale tries to advertise its products or services through various media and modes – radio advertising, newspaper advertising, web advertising, etc. Even such expenditure is essential for the economic growth of a country. Now a days advertising through internet (internet advertising) has gained wide popularity for large as well as small scale business.

It is very much essential that the products or services advertised “communicate much then what it speaks” and also the principle “first impression is the last impression” must be followed while advertising. Advertising has economic impact on value of product, prices, competition, consumer demand, business cycle and most important consumer’s choice. Modern firms resort to public relations advertising which is undertaken to build the favorable image of the company in the eyes and mind of the general public.