(UNIT 1) LAST MIN REVISION

 

SYLLABUS:

Unit-1. Advertising : Definition, Historical Development, Social and Economic benefits of advertising, Mass Media and advertising, Criticisms, Types of Advertising, Consumer Advertising- Corporate, Industrial, Retail, National, Trade, Professional & Social.

Advertising : Definition, Historical Development

Definition

• Advertising is a paid form of communication where a company or person promotes products, services, ideas, or brands to a large group of people.

• It is done through various media like newspapers, TV, radio, social media, internet, billboards, etc.

• The main aim of advertising is to inform, persuade, and remind customers about products or services.

Simple Definition:
Advertising means telling people about your product or service in an attractive way to make them buy or take action.

Example:
When Amul shows an ad on TV about their new butter variant, it is advertising.
When Flipkart puts banners for "Big Billion Days Sale" online, that is advertising.

Features

• Paid communication: Advertisers pay money for ads.

• Mass communication: Message reaches a large number of people at once.

• Non-personal: It is not a personal message like a phone call; it is general.

• Purposeful: Advertising always has a clear goal — sell more, create awareness, build a brand.

Historical Development

1. Ancient Times

• Advertising is not new.

• In ancient India, town criers (people who shouted news in markets) were the first advertisers.

• Traders would paint walls or use signs to advertise goods in old towns like Varanasi.

2. Printing Revolution (15th Century Globally, 18th-19th Century in India)

• The invention of the printing press by Johannes Gutenberg in 1440 made printed advertisements possible.

• In India, with the arrival of the British and the establishment of newspapers, print ads started growing.

Example:
In 1780, India's first newspaper, Hicky's Bengal Gazette, carried simple text ads for books, medicines, and auction sales.

3. Growth During British Rule

• Advertisements became common in newspapers published in cities like Calcutta (Kolkata), Bombay (Mumbai), and Madras (Chennai).

• Ads mostly promoted imported British goods like clothes, tea, and cosmetics.

Example:
British companies advertised products like Brooke Bond Tea and Lux Soap heavily in India.

4. Radio Advertising (Early 20th Century)

• All India Radio (AIR) started commercial broadcasting.

• Companies began sponsoring radio programs and giving small advertisements in between.

Example:
Binaca Geetmala, a famous radio music show, was sponsored by Binaca toothpaste.

5. Television Advertising (1970s)

• With the launch of Doordarshan (India’s public TV channel), TV advertising began.

• Initially, ads were short and simple.

Example:
The Liril soap ad showing a woman under a waterfall became iconic in 1975.
The Surf "Lalita ji" ad promoting washing powder also became very famous.

6. Economic Liberalization (1991)

• After 1991, India's economy opened up.

• Foreign brands entered India and advertising exploded across all media — print, TV, outdoor, cinema.

Example:
Brands like Pepsi, Coca-Cola, McDonald's, and Nike launched big ad campaigns in India.

7. Digital Advertising Era (2000s onwards)

• With the rise of internet, social media, and smartphones, advertising became digital.

• Google ads, Facebook ads, YouTube ads became popular.

Example:
Zomato, Swiggy, Flipkart, Paytm use Instagram, YouTube, and app notifications for digital advertising.

Importance

• Helps businesses grow and reach more people.

• Creates brand awareness among customers.

• Informs people about new products, services, offers.

• Builds loyalty by reminding customers about the brand.

• Supports media houses (TV channels, newspapers) financially.

Conclusion

Advertising has evolved from simple street announcements to today's smart digital marketing. In India, advertising has always played a big role in connecting brands to consumers — from promoting British goods during the colonial period to today's vibrant, tech-savvy ads on mobile phones. It remains an important part of the economy, culture, and everyday life.

Social and Economic benefits of advertising, Mass Media and advertising, Criticisms

Social and Economic Benefits of Advertising

• Creates Awareness:
  Advertising helps people know about new products, services, and ideas.
  Example: When BharatPe advertised digital payment options, even small shopkeepers became aware of online transactions.

• Boosts Economic Growth:
  Advertising increases sales of goods and services, which helps businesses grow and contributes to the economy.
  Example: Reliance Jio's aggressive advertising in 2016 created a telecom revolution in India, boosting internet usage and the economy.

• Generates Employment:
  The advertising industry creates jobs for designers, copywriters, photographers, marketing experts, and event managers.

• Encourages Competition:
  Companies try to make better products and offer better prices because of competition created by advertising.
  Example: The competition between Pepsi and Coca-Cola in India leads to more offers and better products for consumers.

• Improves Standards of Living:
  By informing consumers about quality products, advertising helps people make better choices, improving their lifestyle.

• Supports Social Causes:
  Advertising is used to spread awareness about important social issues.
  Example: Pulse Polio Campaign ("Do Boond Zindagi Ki") with Amitabh Bachchan promoted child vaccination in India.

Mass Media and Advertising

• Advertising Funds Mass Media:
  Newspapers, TV channels, radio, and websites earn money from advertising. This helps them provide news and entertainment at a low cost or for free.

• Content and Revenue Relationship:
  Media companies depend heavily on advertising revenue to survive.
  Example: Times of India earns a major portion of its income through ads, keeping newspaper prices low for readers.

• Growth of New Media:
  Advertising has helped digital platforms like Hotstar, Zee5, and YouTube India grow rapidly.

• Customized Advertising:
  Media now targets different audiences with specific ads.
  Example: Ads on Zee Marathi are different from those on Colors Hindi because they cater to different regions and languages.

• Sponsorships and Branding:
  Mass media programs often get sponsored by brands.
  Example: Tata Tea’s "Jaago Re" campaign was linked with social cause advertising and TV shows.

Criticisms of Advertising

• Creates False Needs:
  Advertising sometimes makes people believe they need products that are not necessary.
  Example: Fancy mobile phone ads often make teenagers feel they need the latest expensive phones every year.

• Misleading Information:
  Some ads exaggerate product qualities or hide side effects.
  Example: In 2015, Maggi Noodles faced controversy in India for misleading claims about "no added MSG."

• Promotes Consumerism:
  Advertising encourages people to buy more and more, leading to a wasteful lifestyle and harming the environment.

• Stereotyping:
  Ads often show gender, religion, and social roles in stereotypical ways.
  Example: Many detergent ads showed only women doing housework, reinforcing gender bias.

• Targeting Vulnerable Groups:
  Children and illiterate populations are easily influenced by ads.
  Example: Junk food ads targeting kids can lead to unhealthy eating habits.

• Cultural Erosion:
  Westernized advertisements can sometimes lead to a loss of traditional Indian values.
  Example: Ads promoting fast food culture have made traditional Indian foods less popular among youth.

• High Advertising Costs:
  Small businesses cannot afford expensive ads, giving big companies an advantage in the market.

Conclusion

Advertising plays an important role in society and the economy by creating awareness, boosting industries, and funding media. But it also faces strong criticisms like promoting false needs, stereotypes, and unhealthy consumerism. In India, advertising has both supported social development and faced challenges in balancing ethics and business goals.

Types of Advertising, Consumer Advertising- Corporate, Industrial, Retail, National, Trade, Professional & Social

Types of Advertising

Advertising is divided into different types based on the audience, purpose, and medium. Here are the main types explained simply:

1. Consumer Advertising

• Consumer advertising targets the general public.

• The main aim is to promote products or services directly to people for personal use.

Example:
Ads for Dabur Honey, Surf Excel, and Amul Butter seen on TV are consumer advertisements. They try to convince individual buyers.

2. Corporate Advertising

• Corporate advertising is not about selling a specific product; it’s about building the company’s image and reputation.

• It focuses on creating a positive public perception.

Example:
Tata Group’s ads promoting "Leadership with Trust" are corporate ads. They focus on Tata’s values, not any one product.

3. Industrial Advertising

• This type of advertising targets other industries or businesses rather than individual consumers.

• It promotes machines, raw materials, or services used in manufacturing and production.

Example:
L&T (Larsen & Toubro) runs ads about their construction equipment or engineering services for other companies.

4. Retail Advertising

• Retail advertising is done by local shops, malls, or retail chains to attract customers to physical stores.

• It often includes information about sales, offers, and discounts.

Example:
Big Bazaar promoting "Sabse Saste Din" (cheapest days) offers or Reliance Trends ads about festive sales are retail advertisements.

5. National Advertising

• National advertising is aimed at customers across the entire country.

• Brands promote their products on a national level, using mass media like TV, newspapers, and digital platforms.

Example:
Flipkart’s Big Billion Days Sale ads are shown all over India, targeting buyers from all states.

6. Trade Advertising

• Trade advertising targets wholesalers, dealers, and retailers, encouraging them to stock or promote a company’s products.

• It is business-to-business (B2B) advertising.

Example:
Marico Ltd might advertise their product Parachute Coconut Oil to retailers through business magazines, asking them to stock and sell more.

7. Professional Advertising

• Professional advertising targets people working in specific professions like doctors, engineers, or teachers.

• It informs them about products or services they might use in their work.

Example:
Pharmaceutical companies like Cipla advertise new medicines to doctors through medical journals and conferences.

8. Social Advertising

• Social advertising focuses on spreading awareness about social issues like health, education, environment, and rights.

• These ads usually promote positive behavior and are often run by the government or NGOs.

Example:

• "Swachh Bharat Abhiyan" (Clean India Mission) ads encouraging people to keep their surroundings clean.

• Pulse Polio Campaign ads urging parents to vaccinate their children.

Conclusion

Different types of advertising serve different purposes — some sell products to consumers, some build company reputation, and others promote social causes. In India, advertising plays a vital role not just in business but also in bringing social change and informing the public.