M Com 2nd Year Advertising Sales Management Study Material Notes

M Com 2nd Year Advertising Sales Management Study Material Notes
M Com 2nd Year Advertising Sales Management Study Material Notes

M Com 2nd Year Advertising Sales Management Study Material Notes

M Com 2nd Year Advertising Sales Management Study Material Notes

Advertising Sales Management Study | Index

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Advertising and Sales Management
MEANING AND DEFINITION OF ADVERTISING

Main purpose of every business and industrial enterprise is to earn maxim m in wrought making maximum sales and the object of maximizing sales can not be achieved unless and until the enterprise adopts sales promotion measures. Any activity which is performed with the object of promoting sales, is called sales promotional activity. Such activities are advertising, sales promotion and personal selling. Advertising and Sales promotion are indirect methods and personal selling is direct method of sales promotion.

Advertisement is commonly understood to communicate about a product or a service. But it is not correct and complete to understand so. Actually, advertising includes all the activities performed by an enterprise to present the goods and services to the consumers and to motivate them to buy these goods and services. The term ‘Advertising! or ‘Advertisement has been defined by some eminent authors as under:

1. American Marketing Association, “Any paid form of nonpersonal presentation and promotion of ideas, goods or services by business firms identified in the advertising message intended to lead to a sale immediately or eventually.” |

2. William J. Stanton, “Advertising consists of all the activities involved in presenting to a group, a non personal, oral or visual, openly sponsored message regarding a product or service or idea. This message called an advertisement, is disseminated through one or more media and is paid for by the identified sponsor.”

3. Philip Kotler, “Advertising is non-personal form of communication conducted through paid media under clear sponsorship.”

4. Richard Buskirk, “Advertising is a paid form of non-personal presentations of ideas, goods or services by an identified sponsor.”

5. Wheeler, “Advertising is any form of paid non-personal presentations of ideas, goods or services for the purpose of inducing people to buy.”

6. Advertising Age (an American Magazine), “Advertising has been defined as the dissemination of information concerning an idea, service or a product, compel action in accordance with the interest of advertiser.”

An analytical study of the definitions makes it clear that advertising includes all the activities through which a written or oral or visual message regarding a product or service or idea may be communicated to the people, so that they may be persuaded to buy that product or service or idea. Thus, advertising means spreading of information.

CHARACTERISTICS OR ELEMENTS OF ADVERTISING

The main characteristics or elements of advertising are as follows:

(i) It is non-personal communication to specific audience consumers. 

(ii) It is a paid form of communication by an ide. 

(iii) It may be visual, spoken or written. 

(iv) It disseminates information of products or services to the consumer. 

(v) It presents the message about product availability in the market. 

(vi) It persuades people to buy a product by creating interest of the prospective buyers in the product. 

(vii) It is the promotion of ideas, goods and services. 

(viii) It supplements the personality of individual salesman. 

(ix) It is a general term used for any and all types of publicity 

(x) It stimulates sales or patronage for the product. 

(xi) It carries the message of the manufacturer or the seller to the audience for which it is intended. 

(xii) It is an essential form of communication for introducing a new product in the market.

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