INTRODUCTION

“Advertising is any paid form of non-personal presentation and promotion of ideas , goods, or
services by an identified sponsor. ” ; this definition is widely quoted by the American
Marketing Association in 1948. Advertising is the paid promotion that uses strategy and
messaging about the benefits of a product or service to influence a target audience’s attitudes
and/or behaviours.

The origins of advertising can be traced back to newspaper advertising in the 19th Century.
As printing developed in the 15th and 16th century especially after the invention of movable
type by Johann Gutenberg in 1438 AD, advertising flourished. This was followed by a rapid
spurt in the growth of newspapers the first of which in English came out in 1622 named
Weekly News of London. The first advertisement appeared in an English newspaper in
1625. One of the first known methods of advertising was the outdoor display.
Archaeologists have uncovered many such signs, notably in the ruins of ancient Rome and
Pompeii.
Advertising agencies initially focused on print. But the introduction of radio created a new
opportunity and by the end of the 1920s, advertising had established itself in radio to such an
extent that advertisers were producing many of their own programs. Television had been
introduced in 1940, but because of the high cost of TV sets and the lack of programming, it
was not immediately embraced. Soon TV far surpassed radio as an advertising medium.
The tone of the advertising was also changing. No longer did advertising simply present the
product benefit. Instead it began to create a product image.
The elements of advertising are:
(i) It is a mass communication reaching a large group of consumers.(ii) It
makes mass production possible.(iii) It is non-personal communication, for it is
not delivered by an actual person, nor is it addressed to a specific
person.(iv) It is a commercial communication because it is used to help assure
the advertiser of a long business life with profitable sales.(v) Advertising can be
economical, for it reaches large groups of people. This keeps the cost per
message low.(vi) The communication is speedy, permitting an advertiser to
speak to millions of buyers in a matter of a few hours.(vii) Advertising is
identified communication. The advertiser signs his name to his advertisement for
the purpose of publicizing his identity.
 OBJECTIVES OF ADVERTISING
i) To stimulate sales amongst present, former and future consumers. It involves a decision
regarding the media, e.g., TV rather than print ;(ii) To communicate with consumers. This
involves decision regarding copy ;(iii) To retain the loyalty of present and former consumers.
Advertising may be used to reassure buyers that they have made the best purchase, thus
building loyalty to the brand name or the firm.

ADVERTISING IN 21ST CENTURY

What advertising will be in the twenty-first century is still unclear. The advertising industry
has come to realize just how vulnerable it is to the outside world, however. A more
important influence on the fate of advertising than economic conditions, however, is the
changing demographics. The typical consumer will be older and wiser. Furthermore, these
individuals will have a great acceptance of divergent views and lifestyles, increased
acceptance of technology, and increased concern for social issues and for the environment.

Marketers are expecting a great deal more from advertising than they did a decade ago.
sales, have replaced advertising in many cases. Moreover, clients are demanding more value
added services from agencies, at no extra charge. Thanks to ongoing technological advances,
media will be able to report on how a particular ad affects actual purchase, brand switching,
and customer retention. Accountability will be both expected and verifiable.
 EVOLUTION IN THE ADVERTISING INDUSTRY
The advertising industry has come a long way over the past century. Initially, things were
simple and straightforward; advertisements told us about products and features. But as the
world evolved, so did the competition. Billboards, radio, TV all compete for potential
customers’ attention, and more companies started making similar products, vying to fix the
same problems and meet the same needs. To stand out, advertisers had to adjust their focus
from the ‘what’ to the ‘why.’ Crafting stories behind their goods to connect on an emotional
level, it became all about how the product makes us feel.

Advertising has become more focused on brand than the product. With social media, the entire
scene changed. It prompted companies to shift from delivering monologues to engaging in
conversation, transforming the relationship between brand and buyer. This new dynamic has
made brands more human in the process, as they focus on creating conversations around
shared values.
There has been a major cultural shift in recent years. Society has adopted a “media on
demand” mentality and attention spans are lower than ever. Overall we are consuming less
traditional media in favour of an easier to consume digital media from the palm of our hand.
 COMPARISON BETWEEN THE TRADITIONAL WAY OF
ADVERTISING AND THE MODERN WAY OF ADVERTISING

TRADITIONAL WAY OF ADVERTISING

Print media has always been a popular advertising option. Advertising products via
newspapers or magazines is a common practice. In addition to this, the print media also offers
options like promotional brochures and fliers for advertising purposes. Often, newspapers and
magazines sell the advertising space according to the area occupied by the ad, its position in
the publication (front page/middle page, above/below the fold), as well as the readership of
the publication. For instance, an advertisement in a relatively new and less popular
newspaper will cost far less than an advertisement in an established newspaper that has a high
readership. The price of print ads may also depend upon quality of the paper and the
supplement in which they appear. For example, an advertisement in the glossy (and popular)
supplement of a newspaper will cost more than one in a supplement which uses mediocre
quality paper.

Advertising makes use of several tools and techniques to attract the customers outdoors. The
most common examples of outdoor advertising are billboards, kiosks, and also events and
trade-shows organized by a company. However, it has to be short and sweet, in order to grab
the attention of passer by. Kiosks not only provide an easy outlet for the company's products,
but also make for an effective advertising tool to promote the company's products.
Radio advertising is one of the oldest forms of advertising. In the early 20th century, as radio
began to take centre stage in a lot of American homes, businesses realized that they could use
this medium to reach a huge audience for their products, and not merely rely on print media
such as newspapers and pamphlets. Advertisers can buy airtime from a radio station to air
their ads, and prices depend upon the duration, time of the day, and the programs during
which the ads are aired.

The holy grail of advertising for more than 50 years, television advertising remains the most
sought-after mode of advertising even in the 21st century. It reaches the maximum number of
target customers, and has a variety of programming schedule which can be effectively used
for the insertion of ad content. This is an expensive type of advertising, as reflected by the
high price for ad spots during sporting events such as the Super Bowl.
 MODERN WAYS OF ADVERTISING
Covert advertising is a unique kind of advertising, in which a product or a particular brand is
incorporated in some entertainment and media channels like movies, television shows, or
even sports. There is no commercial advertising as such in the entertainment, but the brand or
the product is subtly (or sometimes evidently) showcased in the entertainment show. Some of
the famous examples for this sort of advertising have to be the appearance of brand Nokia
which is displayed on Tom Cruise's phone in the movie Minority Report, or the use of
Cadillac cars in the movie Matrix Reloaded.

Surrogate advertising is prominently seen in cases where advertising a particular product is

banned by law. Advertisement for products like cigarettes or alcohol, which are injurious to
health, are prohibited by law in several countries. Hence, these companies come up with
several other products that have the same brand name, and indirectly remind people of the
cigarettes or alcohol of the same brand, by advertising the other products. Common examples
include Fosters and Kingfisher beer brands.
Public service advertising is a technique that makes use of advertising as an effective
communication medium, to convey socially relevant messages about important matters and
social causes like AIDS, energy conservation, political integrity, deforestation, illiteracy,
poverty, and so on. David Ogilvy once said, "Advertising justifies its existence when used in
the public interest - it is much too powerful a tool to use solely for commercial purposes."
The world of smartphones is an ever-growing and changing one. The mobile connectivity it
offers to consumers makes it fertile ground for advertising. Applications from both network
carriers and phone manufactures carry branding and product information for services they
offer. Also, games downloaded to mobile platforms display ads when connected to the
internet. Advertisers are striving to make ads which are more adaptable to smaller screens,
and make them available across a range of operating systems such as Android, iOS and
Windows.
Niche markets are specific areas of consumer demand which a company tries to fulfill with
customized or innovative products. Niche advertising deals with targeting these select group
of customers with tailored ads. Companies are placing adds on web sites related to their
products. The use of Internet marketing for these niche offerings ensure that potential
customers are exposed to the ads whenever they search for related terms or log on to a
particular site.
 CONCLUSION
Each advertising is a specific communication that must be effective , not just for one
customer, but for many target buyers. This means that specific objectives should be set for
each particular advertisement campaign . advertising is a form of promotion and like a
promotion ; the objectives of advertising should be specific. This requires that the target
consumers should be specifically identified and that the effect which advertising is intended
to have upon the consumer should be clearly indicated . out of home advertising is growing at
a faster rate than most other advertising mw
 BIBILIOGRAPGHY
SITES
i. https://ijermt.org>publication
ii. www.abhinavjournal.com
iii. www.yourarticlelibrary.com
iv. https://medium.com
v. https://www.jstor.com
vi. https://www.thesues.fi>handle
vii. https://shodghganga.inflibnet.ac.in
viii. https://business.qld.gov.au
ix. https.//en.m.Wikipedia.org>wiki
x. https://www.managementstudyguide.com

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