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SUBMITTED BY

MADA YOUSAF

SUBMITTED TO

MAM FATIMA SAHAR

DEPARTMENT OF MASS COMMUNICATION

NATIONAL COLLEGE OF BUSINESS ADMINISTRATION AND
ECONOMICS UNIVERSITY
 CONTENTS
Page #

1. MEANING AND DEFINATION OF ADVERTISEMENT 1

2. INVENTION OF ADVERTISEMENT 1

3. TYPES OR CLASSIFICATION OF ADVERTISEMENT 2-4

4. OBJECTIVES OF ADVERTISEMT 4

5. FEATURES OF ADVERTISEMENT 6

6. ECONOMIC ROLE OF ADVERTISEMENT 6

7. SCOPE OF ADVERTISEMENT 6-7

8. CONCLUSION 7

9. REFERENCE 8
 ADVERTISMENT

Advertisement aims to put a product or service in the spotlight in hopes of

drawing it attention from consumers.

Meaning:
a notice or announcement in a public medium promoting a product, service, or event
or publicizing a job vacancy.

Definition:
“Advertising is any form of paid non-personal presentation of ideas, goods or
services for the purpose of inducing people to buy.” Wheeler opines,
Kotler's definition, advertising is “any paid form of non-personal presentation and
promotion of ideas, goods and services through mass media such as newspapers,
magazines, television or radio by an identified sponsor”

INVENTION OF ADVERTISEMENT

The first step toward modern advertising

came with the development of printing in the
15th and 16th centuries.In the 17th century,
weekly newspapers in London began to carry
advertisements, and by the 18th century, such
advertising was flourishing.

Thomas James Barratt: ‘The Father of Modern Advertising

Thomas J. Barratt as "the father of modern advertising"

in London in 1908. Working for the Pears Soap company,
Barratt created an effective advertising campaign for the
company products, which involved the use of targeted
slogans, images and phrases.

Thomas James Barratt (1841–1914).

One of his slogans,

"Good morning. Have you used Pears' soap?"
The posters for Pears soap created under
Barratt's leadership, 1900, A. & F. Pears Ltd.
(Victoria and Albert Museum, London)

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 TYPES OR CLASSIFICTION OF ADVERTISEMENT

1. Classification based on the Media

2. Classification based on the Geographic Area
3. Classification based on the Target Audience
4. Classification based on the Internet Advertising

1. Classification based on the Media

Print Advertising

a.) News papers

A newspaper is a serial publication. It Published on daily bases expect some days. It

includes news on current events of special or general interest.

b.) Magazine

A magazine is a publication in printed form or online that comes out periodically.

Most magazines are published monthly, weekly, or quarterly.

c.) Brochures

Brochures are promotional documents, mainly used to introduce a company,

organization, or its products or services in front of the public.

d.) Flyers

1. Flyers are typically single sheet and unfolded.

2. They may be printed on one or both sides.
3. A flyer is generally printed on the 8.5” x 11” paper size to keep its cost low, though
flyers can be created in any size that is easy to handle

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 Outdoor Advertising

a.) BillBoards

Billboards are giant posters displayed on accessible locations. Consumers have

admitted to looking at the messages on roadside ads. This shows that creating
billboards is more useful for sales conversion.

b.) Point of Sale Displays

You can see the products at cashier counters. It may often look like an efficient and
harmless last-minute purchase.

c.) Retail advertising

To keep a buyer continuing to shop – advertise more.

Retail advertising takes place mainly in or around retail environments, such as stores
and shopping centers.

d.) Guerilla advertising

Guerilla advertising is a more unconventional way of marketing. It has a shock factor.

Broadcast Advertising

a.) Television advertising

It is about relaying a specific product & Service broadly ranging in between a few
seconds to several minutes.

b.) Radio advertising

As advertisers pay for the advertisements you see on television, some advertisers also
decide to focus on radio advertising, to promote their products or services.

2.) Classification Based on Geographic Area

Global Advertising

Global advertising reaches consumers from different countries. When a company

watches in the entire world as one market. There is no difference between the local
market or any other country market.

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 National Advertising

Most of the advertisements of well-known companies and brands that are seen on
major national or regional media are national advertising.

Local Advertising

Local advertising is the approach of targeting audiences close to the location of the
company. A company uses local advertising to attract customers living nearby.

3. Classification based on the Target Audience

Consumer Advertising

Consumer advertising includes advertising for different segments or groups of

segments such as childhood, adolescence, adulthood, middle age,senior, or for all.

Business to Business Advertising

Insurance, travel services, and health care, H.R, Factoring, leasing, etc.

Professional Advertising

Advertising targeted to professionals such as physicians, lawyers, doctors, engineers,

or professors to encourage them to use a company’s product in their business
operations.

Agricultural Advertising

Advertisements targeted towards the farmers for the purchase of seeds, tractor’s and
other agricultural implements are regarded as agricultural advertising.

4. Classification based on the Internet Advertising

Web Banner Advertising

Unlike the billboard advertising, which is used on roads, a similar type called banner
advertising is used on the web. The horizontal advertisement layers that are seen at
the top or down of the web page are nothing but the web banner advertisements.

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 Contextual Advertising

Contextual advertising is a targeted form of Internet marketing in which the

advertisements are selected by automated systems. It is based on the content being
viewed by a particular user. The automated system scans the text of a website for
keywords that customers searched and sends advertisements that match the content
which the user is viewing. Google Adsense was the first 74 contextual advertising
venture.

Blog Advertising

Blog advertising is simply placing advertisements on one’s blog. This has existed as
long as blogs have existed. It consists of running banners and text advertisements on
the top, sidebar, and footer of one’s blog. Blog advertising is getting great popularity
nowadays. Advertisers have smartly used blogs as effective advertising and marketing
tools. Companies blogs are an attractive way for companies to reach out their
customers.

Mobile Advertising

Most of the time, advertisers have mobile numbers of their existing customers as well
as a list of phone numbers of people who might be potential customers. An
advertising message will be sent to these mobile numbers. Advertising messages help
the company to aware customers of its new brand, products, offer etc. It is now a fact
that mobile advertising is one of the most effective ways of advertising.

OBJECTIVES OF ADVERTISEMENT

Advertising has three main objectives to inform, to persuade, and to remind.

Informative Advertising:
It is a type of advertising that is used to provide information about a product or
service. This type of advertising is often used to raise awareness about a new product
or service or to remind people about an existing product or service.

Persuasive Advertising:
It is a type of advertising that aims to convince the viewer to take a certain action,
such as buying a product. This is done by using various techniques, such as making
emotional appeals or using logical arguments.

Reminder Advertising:
It is a type of advertising that seeks to remind customers about a product or service.

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This can be done through various means such as television commercials, print ads, or
online ads. Reminder advertising is often used as a way to keep a brand top-of-mind
with consumers and to increase the likelihood of them making a purchase.

FEATURES OF ADVERTISEMENT

1. It is a non personal form of presentation

2. It is a paid form of communication
3. It is done by a identified sponsor
4. It can be oral, written, or visual
5. It is done through media such as Radio, TV, Newspaper etc.
6. It is form of mass communication
7. Advertisement is different from publicity

ECONOMIC ROLE OF ADVERTISEMENT

Advertising stimulates demand, educate consumer about new product, policies,

programmes services and organizations, increase competition and improve standard of
life-style by helping to bring new product to the consumer By providing information,
advertising reduces consumers’ search costs (time spent
looking for products) and reduces disutility (unhappiness or lost value) from picking
the wrong products.

Advertising performs the following functions:

 Describing new products and what they do

 Alerting consumers to product availability and purchase locations
 Showing consumers what to look for on store shelves
 Helping them differentiate among competitive choices
 Advising them of pricing information and promotional opportunities
 Saving consumers money by encouraging competition that exerts downward
pricing pressures

SCOPE OF ADVERTISEMENT

The scope of advertising is to communicate a message to current customers or

potentially target new customers. It helps a company get a message or a piece of
information across to their customer base regarding a new product or special deal.

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Introduces New Products:
It helps in introducing new products of companies in market. Advertising
management through managing all advertising activities induce people to know about
or try new products.

Create Wide Awareness:

Advertising management enables in creating wide awareness of brand products
among audience. It is one through which company communicates all information
regarding features, uses and advantages of product in market.

Increase Sales:
This process has a significant role in bringing up the sales of business organizations.
Advertising activities facilitates mass sales for companies by reaching out to large
customers and convincing them for buying it.

Enhances Goodwill:
Managing of all advertisement activities results in improving the brand’s image in
market. It is the means through which companies show their presence among
audience. Customers consider those brands superior that spend more on keeping them
aware oftheir products.

Persuades Customers:
It assists in bringing more and more customers to business. Advertising management
focuses on attracting large people by circulating well defined promotional message
among customers. It convinces them to purchase the brand products by explaining
them all benefits.

Generate Employment:
It has also led to generation of large number of employment opportunities in country.
There are many people who are working in various advertisement agencies.
Companies pay fees to these agencies for promotion of their products.

CONCLUSION

Advertising is a marketing tactic involving paying for space to promote a product,

service, or cause. The actual promotional messages are called advertisements, or ads
for short. The goal of advertising is to reach people most likely to be willing to pay
for a company's products or services and entice them to buy.
All in all, advertisements are very useful but they can also be damaging.
Thus, it is upon us to use them with sense and ensure they are entertaining and
educative. None of us can escape advertisements as we are already at this age.

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 REFERENCE

1. https://en.wikipedia.org/wiki/Thomas_J._Barratt
2. https://digital-frame-park.com/3-main-types-of-advertising-objectives/
3. https://commercemates.com/nature-and-scope-of-advertising-management/
4. https://wp.wwu.edu/advertisementsurveystudy/in-conclusion/
5. https://www.youtube.com/watch?v=Vzeh3V9mq94