INTRODUCTION It has been wrongly assumed that the advertising function is of recent origin.

Evidencessuggest that the Romans practiced advertising; but the earliest indication of its use in this countrydates back to the middle Ages, when the use of the surname indicated a mans occupation. Then e x t s t a g e i n t h e e v o l u t i o n o f a d v e r t i s i n g w a s t h e u s e o f s i g n s a s a visual expression of thetradesmans function and a means of locating the s o u r c e o f g o o d s . T h i s m e t h o d i s s t i l l i n common use. The seller in primitive times relied upon his loud voice to attract attention andinform consumers of the availability of his services. If there were many competitors, he relied u p o n h i s o w n personal magnetism to attract attention to his merchandise. Often it b e c a m e necessary for him to resort to persuasion to pinpoint the advantages of his products. Thus, theseller was doing the complete promotion job himself.Development of retail stores, made the traders to be more concerned about at tracting business. Informing customers of the availability of supplies was highly important. Some typesof outside promotion were necessary. Signs on stores and in prominent places around the cityand notices in printed matters were sometimes used.When customers were finally attracted to the store and satisfied with the service at leastonce, they were still subjected to competitive influences; therefore, the merchants signs andadvertisements reminded customers of the continuing availability of his services. Sometimestraders would talk to present and former customers in the streets, or join social organizations inorder to have continuing contacts with present and potential customers.As the markets grew larger and the number of customers increased, the importan ce of attracting them also grew. Increasing reliance was placed on advertising methods of informinga b o u t t h e availability of the products. These advertising methods were more economical inr e a c h i n g l a r g e n u m b e r s o f c o n s u m e r s . W h i l e t h e s e a d v e r t i s i n g m e t h o d s w e r e u s e f u l f o r informing and reminding and reminding, they could not do the whole promotional job. Theywere used only to reach each consumer personally. The merchant still used personal persuasiononce the customers were attracted to his store.The invention of hand press increased the potentialities of advertising. By Shakespearestimes, posters had made their appearance, and assumed the function of fostering demand for existing products. Another important event was the emergence of the pamphlet as an advertisingmedium. The early examples of these pamphlets disclose their sponsorship by companies want togenerate goodwill for their activities. The low cost of posters and handbills encouraged a number of publishers to experiment with other methods.

RESEARCH OBECTIVES

To study types of advertisements.

To study effectiveness of advertisements i.e. on sales, profitability.

To study the perception of consumers towards the product due to advertisement.

To find the ways to make it more effective.

HISTORY OF ADVERTISEMENT
Archaeologists have found evidence of advertising dating back to the 3000s BC, amongthe Babylonians. One of the first known methods of advertising was the outdoor display, usuallyan eye-catching sign painted on the wall of a building. Archaeologists have uncovered manys u ch si g n s, n o t ab l y i n t h e ru i n s o f an ci en t R o me an d Po mp ei i . An o u t d o o r a d v e rt i s e men t excavated in Rome offers property for rent, and one found painted on a wall in Pompeii calls theattention of travelers to a tavern situated in another town.In medieval times word-of-mouth praise of products gave rise to a simple but effectiveform of advertising, the use of so -called town criers. The criers were citizens who read publicnotices aloud and were also employed by merchants to shout the praises of their wares. Later they became familiar figures on the streets of colonial American settlements. The town crierswere forerunners of the modern announcer who delivers radio and television commercials.Although graphic forms of advertising appeared early in history, printed advertising madelittle headway until the invention of the movable-type printing press by German printer JohannesGu t en b e rg ab o u t 1 4 5 0 . Th i s i n v en t i o n mad e t h e ma ss d i s t ri b u t i o n o f p o st e rs an d ci rcu l a rs p o s s i b l e . T h e f i r s t a d v e r t i s ement in English appeared in 1472 in the form of a handbi l l an n o u n ci n g a p r ay e r b o o k fo r sal e . T wo h u n d red y ea rs l at e r , t h e fi r st n e wsp ap e r a d wa s published offering a reward for the return of 12 stolen horses. In the American colonies, the
Boston News-Letter,

the first regularly published newspaper in America, began carrying ads in1 7 0 4 , an d ab o u t 2 5 y e ar s l at e r B en j a mi n F ran k l i n mad e ad s mo re read ab l e b y u si n g l a rg e headlines.In the United States, the advertising profession began in Philadelphia, Pennsylvania, in1 8 4 1 w h e n V o l n e y B . P a l m e r s e t u p s h o p a s a n a d v e r t i s i n g a g e n t , t h e f o r e r u n n e r o f t h e advertising agency. Agents contracted with newspapers for large amounts of advertising space atdiscount rates and then resold the space to advertisers at a higher rate. The ads themselves werecreated by the advertisers. In 1869 Francis Ayer bought out Palmer and founded N. W. Ayer &Son, an agency that still exists today. Ayer transformed the standard agent practice by billing

advertisers exactly what he paid to publishers plus an agreed upon commission. Soon Ayer wasnot only selling space but was also conducting market research and writing the advertising copy.Advertising agencies initially focused on print. But the introduction of radio created anew opportunity and by the end of the 1920s, advertising had established itself in radio to suchan extent that advertisers were producing many of their own programs. The early 1930s usheredin dozens of radio dramatic series that were known as soap operas because they were sponsored by soap companies.Television had been introduced in 1940, but because of the high cost of TV sets and thelack of programming, it was not immediately embraced. As the American economy soared in the1950s, so did the sale of TV sets and the advertising that paid for the popular new shows. SoonTV far surpassed radio as an advertising medium.The tone of the advertising was also changing. No longer did advertising simply presentthe product benefit. Instead it began to create a product image. Bill Bernbach, founder of DoyleDane Bernbach in New York City; Leo Burnett, founder of the Leo Burnett agency in Chicago,I l l i n o i s ; a n d D a v i d O g i l v y , f o u n d e r o f O g i l v y & M a t h e r i n N e w Y o r k C i t y , a l l c a m e t o prominence in the late 1950s and 1960s and led what has been called the 'creative revolution.'Bernbach's agency captured the spirit of the new age. Bernbach believed that advertising had to be creative and artistic or it would bore people. He also believed that good advertising beganw i t h r e s p e c t f o r t h e p u b l i c ' s i n t e l l i g e n c e . T h e a d s h i s a g e n c y c r e a t e d w e r e u n d e r s t a t e d , sophisticated, and witty
F o r e x a mp l e , w h e n B e r n b a c h ' s a g e n c y p i c k e d u p t h e a c c o u n t fo r t h e H e n r y S . L e v y Bakery in Brooklyn, a borough of New York City, the agency created an ad that entertained NewYorkers and provided fodder for many conversations. The ad showed a Native American eating aslice of the bakery's rye bread with the headline, 'You don't have to be Jewish to love Levy's.' Buti t w a s t h e a d v e r t i s i n g fo r V o l k s w a g e n t h a t ma d e t h e a g e n c y ' s r e p u t a t i o n . A t a t i m e w h e n American cars were getting bigger and bigger and the advertising for them trumpeted that bigger w a s b e t t e r , Do y l e D a n e B e r n b a c h c r e a t e d a

m a g a z i n e a d t h a t s h o w e d a s ma l l p i c t u r e o f t h e V o l k s w a g e n B e e t l e surrounded by a sea of white space with the headline, hink small.'

't

An

equally unconventional ad carried the headline 'lemon' beneath a photo of an apparently flawedVolkswagen. The ad's copy explained that 'this Volkswagen missed the boat. The chrome stripon the glove compartment is blemished and must be replacedWe pluck the lemons; you get the plums.' In an era of hype and bombast, the Volkswagen ads stood out because they admittedfailure in a witty way and gave facts in a believable manner that underlined the car's strengths.This wit together with a conversational and believable style was a hallmark of the advertisingcreated by Doyle Dane Bernbach and that style became highly influential.T h e c r e a t i v e f o u n d a t i o n e s t a b l i s h e d b y B e r n b a c h a n d o t h e r s h a s b e e n c r i t i c a l t o t h e success of contemporary advertising. The introduction of the TV remote control and access tohundreds of cable channels mean that today advertising must interest and entertain consumers or else they will simply use the remote to change the channel. New digital devices even threaten tomake it possible to edit out commercials. The development of interactive television, combiningthe functions of a computer with access to high-speed transmission over cable lines or opticalfibers, will likely enable consumers to select from a vast video library. Consumers will be able todetermine not only when they watch something, but also, to a greater extent than ever before,what they will watch. Some industry observers believe that as consumers gain greater controlover their viewing activities, they will find it easier to avoid advertising

DEFINITION OF ADVERTISING

The word advertising originates from a Latin word advertise, which means to turn to. Thedictionary meaning of the term is to give public notice or to announce publicly.Advertising may be defined as the process of buying sponsor-identified media space or time in order to promote a product or an idea.The American Marketing Association, Chicago, has defined advertising as any form of non-personal presentation or promotion of ideas, goods or services, by an identified sponsor.
What Advertisement Is?

Advertisement is a mass communicating of information intended to persuade buyers to by products with a view to maximizing a companys profits.The elements of advertising are:(i) It is a mass communication reaching a large group of consumers.(ii) It makes mass production possible.( iii ) I t i s non -p er son al co mmu n i cation , fo r i t i s not d el iv er ed b y an actu al p er son , no r i s 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 amatter of a few hours.(vii) Advertising is identified communication. The advertiser signs his name to his advertisementfor the purpose of publicizing his identity.
What is Included in Advertising?

(i) The information in an advertisement should benefit the buyers. It should give them a moresatisfactory expenditure of their rupees.7 (ii) It should suggest better solutions to their problems.(iii) The content of the advertisement is within the control of the advertiser, not the medium.(iv) Advertising without persuasion is ineffective. The advertisement that fails to influenceanyone, either immediately or in the future, is a waste of money.(v) The function of advertising is to increase the profitable sales volume. That is, advertising expenses should not increase disproportionately.
Advertising includes the following forms of messages

: The messages carried in-

Newspapers and magazines; On radio and television broadcasts; Circular of all kinds, (whether distributed by mail, by person, thorough tradesmen, or byinserts in packages); Dealer help materials, Window display and counter display materials and efforts; Store signs, motion pictures used for advertising, Novelties bearing advertising messages and Signature of the advertiser, Label stags and other literature accompanying the merchandise.
What is excluded from Advertising?

Advertising is not an exact science. An advertisers circumstances are never identical with thoseo f anot her; h e can not pr ed ict wi th accu racy wh at r esul t s hi s fu tur e adv er ti si ng effo rt s wi ll produce.(i) Advertising is not a game, because if advertising is done properly, both the buyer and theseller benefit from it.(ii) Advertising is not a toy. Advertiser cannot afford to play with advertising. Advertising fundscome from sales revenue and must be used to increase sales revenue.(iii) Advertisements are not designed to deceive. The desire and hope for repeat sales insures ahigh degree of honesty in advertising.8
The activities excluded from advertising are:

The offering of premiums to stimulate the sale of products; The use of exhibitions and demonstrations at fairs, show and conventions; The use of samples and activities, involving news releases and the activities of personalselling forces;

The payment of advertising allowances which are not used for advertising; The entertainment of customers
Advertising Objectives

Each advertisement is a specific communication that must be effective, not just for onecustomer, 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; theobjectives of advertising should be specific. This requires that the target consumers should besp eci fi cal l y id ent i fi ed and that t he effect whi ch adv er ti si n g i s in t end ed to h av e upon th e consumer should be clearly indicated. The objectives of advertising were traditionally stated interms of direct sales. Now, it is to view advertising as having communication objectives that seek to inform persuade and remind potential customers of the worth of the product. Advertisingseeks to condition the consumer so that he/she may have a favourable reaction to the promotionalmessage. Advertising objectives serve as guidelines for the planning and implementation of theentire advertising programme.
The basic objectives of an advertising programme may be listed as below:

(i) To stimulate sales amongst present, former and future consumers. It involves a decisionregarding 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.9 (iv) To increase support. Advertising impliedly bolsters the morale of the sales force and of distributors, wholesalers, and retailers, ; it thus contributes to enthusiasts and confidence attitudein the organizational. :(v) To project an image. Advertising is used to promote an overall image of respect and trust for an o rg ani zati on . Th is messag e i s ai med not on l y at con su mer s, but al so at th e gov ern men t, shareholders, and the general public.
Importance of Advertising

Generally, advertising is a relatively low-cost method of conveying selling messages tonumerous prospective customers. It can secure leads for

salesmen and middlemen by convincingreaders to request more information and by identifying outlets handling the product. It can forcemiddlemen to stock the product by building consumer interest. It can help train dealers salesmenin product uses and applications. It can build dealer and consumer confidence in the companyand its products by building familiarity.
Advertising is to stimulate market demand

. Whilesometimes advertising alone may succeed in achieving buyer acceptance, preference, or evendemand for the product, it is seldom solely relied upon. Advertising is efficiently used with atleast one other sales method, such as personal selling or point -ofpurchase display, to directlymove customers to buying action.Advertising has become increasingly important to business enterprises both large ands mal l . Out l ay on adv er ti sing cert ainl y i s the vou ch er . No n -bu sin ess en ter pr ises h av e also recog ni zed th e i mp o rt an ce o f adv erti si ng. Th e at temp t b y ar my r ecruit men t i s b ases on asub st an ti al adv er ti sing camp ai gn, str essing th e adv ant ag es o f a mi l it ar y car eer. Th e h ealth department popularizes family planning through advertising Labour organizations have also usedadvertising to make their viewpoints known to the public at large. Advertising assumes realeconomic importance too. Advertising strategies that increase the number of units sold stimulateeconomies in the production process. The production cost per unit of output is lowered. It in turnleads to lower prices. Lower consumer prices then allow these products to become available to more people. Similarly, the price of newspapers, professional sports, radio and TV programmes,and the like might be prohibitive without advertising. In short, advertising pays for many of theenjoyable10

(ii) It should suggest better solutions to their problems.(iii) The content of the advertisement is within the control of the advertiser, not the medium.(iv) Advertising without persuasion is ineffective. The advertisement that fails to influenceanyone, either immediately or in the future, is a waste of money.(v) The function of advertising is to increase the profitable sales volume. That is, advertisingexpenses should not increase disproportionately.
Advertising includes the following forms of messages

: The messages carried inNewspapers and magazines; On radio and television broadcasts; Circular of all kinds, (whether distributed by mail, by person, thorough tradesmen, or byinserts in packages); Dealer help materials, Window display and counter display materials and efforts; Store signs, motion pictures used for advertising, Novelties bearing advertising messages and Signature of the advertiser, Label stags and other literature accompanying the merchandise.
What is excluded from Advertising?

Advertising is not an exact science. An advertisers circumstances are never identical with thoseo f an o t h er; h e can n o t p red i ct wi t h a ccu r acy w h at re su l t s h i s fu t u re ad v e rt i si n g ef fo rt s wi l l produce.(i) Advertising is not a game, because if advertising is done properly, both the buyer and theseller benefit from it.(ii) Advertising is not a toy. Advertiser cannot afford to play with advertising. Advertising fundscome from sales revenue and must be used to increase sales revenue.(iii) Advertisements are not designed to deceive. The desire and hope for repeat sales insures a

The activities excluded from advertising are:

The offering of premiums to stimulate the sale of products; The use of exhibitions and demonstrations at fairs, show and conventions; The use of samples and activities, involving news releases and the activities of personalselling forces; The payment of advertising allowances which are not used for advertising; The entertainment of customers
Advertising Objectives

Each advertisement is a specific communication that must be effective, not just for onecustomer, 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; theobjectives of advertising should be specific. This requires that the target consumers should bes p e c i f i c a l l y i d e n t i f i e d a n d t h a t t h e e f f e c t w h i c h a d v e r t i s i n g i s i n t e n d e d t o h a v e u p o n t h e consumer should be clearly indicated. The objectives of advertising were traditionally stated interms of direct sales. Now, it is to view advertising as having communication objectives that seek to inform persuade and remind potential customers of the worth of the product. Advertising seeks to condition the consumer so that he/she may have a favourable reaction to the promotionalmessage. Advertising objectives serve as guidelines for the planning and implementation of theentire advertising programme.
The basic objectives of an advertising programme may be listed as below:

(i)

To stimulate sales amongst present, former and future consumers. It involves a decisionregarding 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