ADVERTISING

CONTENT

1. Meaning of Advertising
2. Roles of Advertising
3. Types of Advertising
4. Methods of Advertising

Meaning of Advertising

Advertising means calling the attention of members of the public (audience) to a product, service or an idea in order to induce them to buy. Advertising can also be defined as any paid from of non-personal communication of ideas, goods or services conveyed through media channels. It is non-personal because it is targeted to a group of individuals and not at a named individual.

Roles of Advertising

The aims, roles, objectives or purpose of advertising are outlined below.

(i) Advertising makes potential consumers to be aware of the existence of a new product, service or idea and the continued existence of older ones.

(ii) Advertising compels producers to improve the quality of their goods and services in order to hold their grounds in a stiff, competitive market.

(iii) It educates the public on the benefits derivable from the use of a particular product.

(iv) It creates and increases the demand for goods and services: advertising stimulates demand by constantly reminding potential consumers about the availability of the product in the market.