Advertising – An overview

Type :

Term papers

Pages :

27 pages

Format :

.doc

Published date :

04/03/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction
Meaning of introduction
Origin and growth of advertising
Kinds of advertising
1. On the basis of area
2. On the basis of functions
3. On the basis of advertising
Active participants in advertising
Role of advertising
The advertising framework
Role of advertising in marketing mix
General roles of advertising
The role of advertising on the internet
Waste in advertising
1. Causes of waste in advertising
Ethics in advertising
Advertising agency
1. Evolution of advertising agency
2. Considerations in the choice of an advertising agency
3. Advertising agency and its working
4. Types of advertising agencies
Data analysis and interpretation
Conclusion
Bibliography

Abstract

advertising is one of the largest generators of revenue in the world economy. Yet it remains enigmatic to a large section of people. It is akin to dream selling for some. For others it is a sheer waste of money. Whatever the perception, advertising in India as anywhere else continues to mesmerize millions of people, cutting across age, gender and social and economic disparities. The analysis of advertising is an integral part of Media Studies. advertising manifests itself in all known media forms, and is constantly seeking new media, new channels of communication. Through looking at advertising we can learn not only how the most simple narratives are constructed (a print ad is simpler than a magazine article, a TVC is simpler than a feature film, although they use the same narrative techniques), but how ideas can be communicated at great speed, through the use of single images and words. The word advertising originates from Latin word advertise, which means to turn to. The dictionary meaning of the term is "to give public notice or to give publicity". advertising may be defined as the process of buying sponsor-identified media space or time in order to promote a product or an idea. It is perhaps the most visible of all the elements in the promotion mix and is therefore subject to much criticism from consumer groups. It is also subjected to government regulation.