B.Sc.

Graphics & Animation, KUK

ADVERTISING
History, Origin, Scope and Features

………………………………………………………………………………
An advertisement would include any notice, circular, label, wrapper or any other document
or any announcement made orally, or by means of producing or transmitting light, sound or smoke.

 Digital and Printed Posters are informing us about the latest Bollywood film to be released
and about the Event.
 Big hoardings telling us which toothpaste would give us the cleanest and strongest teeth, also
the new product and recall the brand.
 The RJ (radio jockey) asking us to buy things from the big shop in the centre of the city for
the most fashionable clothes.
 The huge wall carrying the name and address of the cement, iron local coaching centre, which
will make your career.
 Television Advertisements are to inform us with this product you can solve your problems
and be hero.
 Advertisement on internet is to communicate the features and discount for particular product.

The word advertising comes form the latin word "advertere meaning” to turn the minds of
towards".

Advertising is the action of calling public attention to an idea, goods, or service through paid
announcements by an identified sponsor.

Any paid form of non- personal presentation and promotion of ideas, goods or services through mass
media such as newspapers, magazines, television or radio by an identified sponsor.

Advertising is used for communicating business information to the present and prospective
customers. It usually provides information about the advertising firm, its product qualities,
place of availability of its products, etc.

Advertising is important for both sellers and buyers, but it is more important for sellers. In today's
world of mass production, sellers cannot sell their products without advertising them. Advertising
helps personal selling and is very important in the modern world, where there is a lot of competition
and customers are always changing their minds about what they want.

History and Development

Ancient civilizations: The earliest known examples of advertising date back to ancient civilizations
such as Egypt, Greece, and Rome. Advertisers in these civilizations used a variety of methods to reach
consumers, including town criers, wall paintings, and public notices.

Pre-printing period: In the pre-printing period, advertising was largely limited to word-of-mouth and
oral announcements. However, there were some early examples of written advertising, such as hand-
painted signs and carved messages on wood or stone.

RAHUL ARORA, Assistant Professor

B.Sc. Graphics & Animation, KUK

Early printing period: The invention of the printing press in the 15th century revolutionized
advertising. Advertisers could now produce mass-produced flyers, posters, and newspapers. This
made it possible to reach a much wider audience with advertising messages.

Industrial Revolution: The Industrial Revolution of the 18th and 19th centuries led to a rapid
increase in the production of goods and services. As a result, businesses needed new ways to reach
consumers and promote their products. Advertisers began to use a variety of new techniques, such as
celebrity endorsements, catchy slogans, and emotional appeals.

20th century: The 20th century saw the rise of new advertising media, including radio, television,
and the internet. Radio advertising became popular in the 1920s, and television advertising took off in
the 1950s. The internet has revolutionized advertising in recent decades, allowing advertisers to target
their messages to specific audiences and to measure the effectiveness of their campaigns more
accurately.

21st century: Today, advertising is a multi-billion dollar industry that plays a vital role in the global
economy. Advertisers use a wide range of media to reach consumers, including print, television, radio,
the internet, and social media. Advertising can be persuasive, informative, or entertaining, but its
ultimate goal is always to sell something.

Advertising has a long and rich history. It has evolved over the centuries to keep up with the latest
technologies and trends. Today, advertising is a vital part of the global economy, and it plays an
important role in the lives of consumers around the world.

Scope

Advertisers are using a variety of media to reach their target audiences, including:

Print: Print advertising remains a popular choice for advertisers in India, especially for reaching rural
audiences. Print advertising can be done in a variety of publications, including newspapers,
magazines, and trade journals.

Television: Television advertising is another popular choice for advertisers in India. It is a very
effective way to reach a large audience quickly.

Radio: Radio advertising is also a popular choice for advertisers in India, especially for reaching local
audiences. Radio advertising is relatively inexpensive and can be very effective at targeting specific
demographics.

Outdoor advertising: Outdoor advertising includes billboards, posters, and other types of advertising
that are displayed in public places. Outdoor advertising can be a very effective way to reach people
who are on the go.

Digital advertising: Digital advertising is becoming increasingly popular in India, especially among
younger audiences. Digital advertising includes search engine marketing (SEM), social media
advertising, display advertising, and video advertising.

RAHUL ARORA, Assistant Professor

B.Sc. Graphics & Animation, KUK

In addition to traditional commercial advertising, non-commercial advertising is also becoming very

popular. Non-commercial advertising is used by social organizations, government bodies, and
political organizations to raise awareness about important issues or to promote social change.

 Advertisements on awareness about various social issues and social problems such as AIDS,
female foeticide, drug addiction, girl-education, etc.
 Advertisements that issue public notifications such as the last date for filing income-tax
return.
 Advertisements that promote government initiatives such as the Swachh Bharat Abhiyan
(Clean India Mission) or the Beti Bachao, Beti Padhao (Save the Girl Child, Educate the Girl
Child) campaign.

The scope of advertising is vast and varied, and it plays a crucial role in the success of businesses and
organizations. Advertising can be used to create brand awareness, generate leads, increase sales, build
brand preference and loyalty, and create a positive image of the brand. Advertising can also be used to
inform, educate, and persuade the target audience about the benefits of the product or service.

Advertising is a powerful tool that can be used to achieve a variety of business and social goals.
Advertisers are using a variety of media to reach their target audiences, and the scope of advertising is
constantly expanding.

Features of advertising include

Paid form: Advertising is never free of cost. The company issuing an advertisement has to pay the
media. The scale of payment depends on media-circulation, type of media, and media-popularity.

Non-personal: Advertising has no face-to-face contact with the buyers, and as such, it is called
non-personal salesmanship. Here, the message is transmitted to the target audience with the help of
mass media like newspapers, magazines, radio, television, or the internet, and not through direct
inter-personal communication.

Promotion of ideas: Advertising is not only the promotion of goods and services but also of ideas.

Identified sponsor: Advertising is done by an identified sponsor. The sponsor could be the producer
or the trader. The identity of the sponsor is mentioned in the advertisement. This indicates that the
advertisement attributes the source for the ideas and opinion it presents.

Influence buyer's behavior: Advertisements influence the attitudes and behavior of the buyers in
favor of the advertised products or services.

Creating brand awareness: Advertising is used to create brand awareness and build brand
preference and loyalty.

Generating leads: Advertising can generate leads and increase sales by persuading prospective
buyers to purchase the product or service.

Informing and educating: Advertising can be used to inform, educate, and persuade the target
audience about the benefits of the product or service.

RAHUL ARORA, Assistant Professor

B.Sc. Graphics & Animation, KUK

Creating a positive image: Advertising can create a positive image of the brand and shape consumer
perceptions about the brand.

Overall, advertising is a powerful tool that can help businesses communicate with their target
audience, promote their products or services, and achieve their marketing objectives.

Process of Advertising:

The process of advertising involves several steps, which are as follows:

 Identifying the target audience: The first step is to

identify the group of people who are most likely to be
interested in the product or service being advertised. This
involves researching the gender, age, demographics,
psychographics, and behavior patterns of potential
customers.

 Setting advertising objectives: Once the target audience is

identified, the next step is to set advertising objectives. These
objectives should be specific, measurable, achievable, relevant,
and time-bound. For example, a common advertising objective is
to increase brand awareness by 10% within 3 months.

 Developing the advertising message: The advertising

message is the core of the advertising campaign. It should
be clear, concise, and persuasive. It should also be relevant
to the target audience and address their needs.

 Choosing the advertising media: The next step is to choose the

advertising media, which are the channels through which the
advertising message will be delivered. These could include television,
radio, print, online, or outdoor advertising.

 Advertising Campaign: An advertising campaign is a series of advertisement messages that

share a single idea and theme which together make up an advertisement strategy for a
product, service, or institution. Advertising campaigns appear in different media across a
specific time frame.

RAHUL ARORA, Assistant Professor

B.Sc. Graphics & Animation, KUK

 Evaluating the advertising campaign: The final step is to

evaluate the advertising campaign to determine its effectiveness.
This could involve measuring the reach and frequency of the
advertisements, tracking sales or leads generated by the
campaign, and gathering feedback from the target audience.

RAHUL ARORA, Assistant Professor