Advertising

Advertising involves a process of transmission of information by manufacturer or seller of product or services to modify or stimulate the behavior of buyer to buy a particular product. The term advertising is derived from the Latin word advertene. It means “to turn people’s attention to specified thing”. Advertising can be in any form of presentation such as sign, symbol or illustration in print media, a commercial on radio or television, poster etc. thus advertising is the communication link between the seller and buyer.

Today, the world is dominated by all kinds of advertisement - economic, commercial and political. Advertising is a paid form of non- personal presentation of ideas, goods or services to those who need them most to persuade them to act upon or buy them. It gives information, arouses interest and tries to obtain satisfaction of people by selling product to them. One of the basic ingredients of today’s popular culture is consumption and it is the advertising industry that makes mass consumption possible. Advertising is an important element of our culture because it reflects and attempts to change our life styles.

As technology changes, the advertising medium is also taking new dimension. With the advent of E- commerce and the internet, today advertising is talking about netvertisement (advertising on the net) as the newest medium for the marketers. If satellite channel brought in 50 plus channels to homes. Direct to home (DTH) broadcast will probably bring in 5000 channel, however advertising on the net has an equivalent of 5000,000 channels. The internet equivalent of the channel is probable a portal or a search engine. Realizing the importance of this rediffusion, one of the top 20 advertising agencies in India started a portal rediff.com to tap the potential of this new medium.

Advertising spread awareness about new and innovative products thereby helping in improving the standard of living of people. However, one should be judicious and rational enough to assess the information provided by various advertisements and should not blindly trust them. Through advertising has its negative effects and positive side far out-strips the negative side. The future of advertising is bright if it takes up its social responsibilities which will help in the economic development.

By: Sumit Jha
Published: 03/16/08