Microsoft Word Revised Syllabus Ver doc

The Role of Advertising
Advertising has developed in industrial countries as a major adjacent to industry and 
commerce. It is the life-breath of modern society. Advertisement differs from publicity 
because it is paid for directly and its sponsorship is almost always clearly identified. It is also 
not personal selling because it is non-personal presentation. Again, advertisement and sales 
promotion is not one and the same thing. Sales promotion in a wider sense includes 
advertisement displays, demonstrations, etc. Advertisement is thus only one part of sales 
promotion activity; Advertisements can be classified in several broad categories. Product 
advertisements are intended to present and promote goods and services, for example a 
particular brand or model of car. The objective of institutional advertisement is to sell the 
idea or the firm itself. Here the stress is not on merits of specific product but the effort is to 
build up the image of the manufacturer or institution advertisement is designed to step up 
profits by increasing the prestige of the institution through means the other than selling the 
merits of its product.
Public relations institutional advertisement is used to forestall public ill will against a 
firm, for instance, presenting management's side of a labour dispute. In a way, it is an adjunct 
of the other all public relations programme of the organization through service such as 
observance of traffic rules. The motive is altruistic though it helps them in building good 
public relations in a subtle way.
Advertisement can also be divided into commercial and non-commercial. Commercial 
advertisement may be consumer advertisement or business advertisement consumer 
advertisement can be national or retail. If advertisement is by the producer, it is national 
thought it need not be national in scope. If it is by retailer, it is known as retail advertisement 
irrespective of geographical scope of advertisement. Business advertisement is industrial 
advertisement, if it is directed at industrial production and traded advertisement. And it is 
professional advertisement if it is directed at groups of people such as doctors, lawyers, 
chartered accountants, etc.
Commercial advertisement can stimulate two types of demand primary and selective. 
The primary demand is for the generic product of an entire industry for instance, drink, milk 
rather than beverage or demand for TV produced by the particular firms. Non-commercial 
advertisement is undertaken by government bodies, charitable institutions, religions 
organizations or by political groups. These advertisements have objectives such as support of 

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civic ventures, asking for donations and vote for candidate, etc. The government and other 
organizations also in some cases luggage themselves in commercial advertisements.
The advertising activity is generally carried by the following three agencies:
1.
Advertisers including advertising departments of government, public sector 
undertakings, business houses, manufacturers, retails, etc.
2.
Advertising agencies.
3.
The media that carry advertisements press, radio, film, TV, etc.