Definition: Advertising is a means of communication with the users of a product or service.

Advertisements are messages paid for by those who send them and are intended to inform or
influence people who receive them, as defined by the Advertising Association of the UK.

Description: Advertising is always present, though people may not be aware of it. In today's
world, advertising uses every possible media to get its message through. It does this via
television, print (newspapers, magazines, journals etc), radio, press, internet, direct selling,
hoardings, mailers, contests, sponsorships, posters, clothes, events, colours, sounds, visuals
and even people (endorsements).

The advertising industry is made of companies that advertise, agencies that create the
advertisements, media that carries the ads, and a host of people like copy editors, visualizers,
brand managers, researchers, creative heads and designers who take it the last mile to the
customer or receiver. A company that needs to advertise itself and/or its products hires an
advertising agency. The company briefs the agency on the brand, its imagery, the ideals and
values behind it, the target segments and so on. The agencies convert the ideas and concepts to
create the visuals, text, layouts and themes to communicate with the user. After approval from
the client, the ads go on air, as per the bookings done by the agency's media buying unit.

Purpose:

Definition: To call the public's attention to your business, usually for

the purpose of selling products or services, through the use of various
forms of media, such as print or broadcast notices .

Advertising provides a direct line of communication to your existing

and prospective customers about your product or service. The
purpose of advertising is to:

 Make customers aware of your product or service;

 Convince customers that your company's product or service is right

for their needs;

 Create a desire for your product or service;


 Enhance the image of your company;

 Announce new products or services;

 Reinforce salespeople's messages;

 Make customers take the next step (ask for more information,
request a sample, place an order, and so on); and

 Draw customers to your business.

Your advertising goals should be established in your business plan.

For example, you may want to obtain a certain percentage of growth
in sales, generate more inquiries for sales, or build in-store traffic. The
desired result can simply be increasing name recognition or modifying
the image you're projecting. Objectives vary depending on the
industry and market you're in.

All products and businesses go through three stages, with different

advertising goals for each one.

1. The start-up business. You're new in the market and need to

establish your identity. Your company needs high levels of promotion
and publicity to grab consumers' attention.

2. The growing business. Once your identity is established, you

need to differentiate yourself from your competition and convince
buyers that yours is the service or product to try.
3. The established business. The purpose at this point is to remind
consumers why they should continue buying from you.

No matter which stage your business is in, advertising follows four

steps, according to the industry mnemonic, "AIDA: Awareness,
Interest, Desire, Action." Your job is to make prospective customers
aware that your product or service exists, pique their interest in what
your product or service can do for them, make them want to try your
product or service, and finally take action, by asking for more
information or actually buying the product.

When developing an advertising campaign, complete the following

four-step procedure:

1. Define your market. Determine who your target market is (those

customers most likely to buy your product or service). One magazine
that's fun to read, interesting and helpful in this regard is American
Demographics.

2. Establish your budget. Know what you can afford to spend to

reach your target audience.

3. Plan which media you'll use. Figure out what are the best ways to
reach your prospective customers with your message.

4. Create an advertising strategy. Choose the most effective

message and visuals for your advertising campaign.
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objective:

A marketing objective is the goal that a company has when it creates a marketing or
advertising campaign. Ultimately, the goal of most marketing campaigns is to make the
company money. However, marketers often set more specific marketing goals like reaching
a different demographic, changing the image of a brand or introducing a new product.

Aim iis:

Profit maximization,

Survival,

Market Share,

Growth

The main objective of nestle is to provide its customer with food of high standard,quick
service and value for money.

They also provide good return for share holders.

STRATEGY:

The marketing strategy of Nestle has remained formidable even in the face of great
challenges and that is why it has become a model for other businesses to aspire to.
Below are just some of the details involved in this company's marketing strategy.

 Products - Nestle has consistently produced a number of products that have

always conformed to the highest standard of quality. These products are
highly nutritious and reliable which is part of what endears people to this
company.
 Pricing - this company has maintained relative stability when it comes to
pricing its products. Despite the changing dynamics in the society, the
company has proved to be reliable when it comes to provision of products at
affordable rates.
 Promotion - the company has always had vigorous promotional activities
since its inception. These promotions increase awareness in the society and
encourage consumers to buy products.
 Market presence - being able to find Nestle products almost anywhere
across the world is another reason why the company has performed well.
People can conveniently have access to products regardless of where they go
around the world.

Marketing strategy is the fundamental goal of increasing sales and achieving a

sustainable competitive advantage.[1] Marketing strategy includes all basic, short-term, and long-
term activities in the field of marketing that deal with the analysis of the strategic initial situation of
a company and the formulation, evaluation and selection of market-oriented strategies and
therefore contribute to the goals of the company and its marketing objectives

Importance:

The importance of advertising is threefold: it helps consumers compare products and

services, it allows businesses to retain existing customers and win new ones, and it
educates society about important issues. By definition, advertising is an impersonal
and unidirectional communication that flows from the advertiser to the consumer.
Organizations pay to "place" it in one or more media venues, such as newspapers or
television.

What Are the Different Types of Advertising?

Advertising gives businesses the tools they need to create

consumer awareness for their products and services and --
ultimately -- to increase sales. Businesses have the
opportunity to choose from several advertising types,
including print advertising, broadcast advertising,
digital advertising and outdoor advertising. While
each of these types presents its own pros, a savvy
advertiser chooses the one type or combination of types
that best suits the company's product, target consumers
and advertising budget.

Print Advertising
Print advertising covers advertisements placed in newspapers, magazines and newsletters.
The print ads can be published as display ads next to regular editorial content or as classified
listings. Although the number of Americans who regularly read a newspaper is in
decline, businesses can buy ads in papers with either national or local circulation to
achieve the desired results. Magazines and newsletters have a longer life than newspapers;
they typically lie around for months where they can be seen.

Broadcast Advertising
Broadcast advertising includes advertising on radio and television. Businesses buy local or
national ad spots on their preferred stations and then create short commercials, which are
aired to viewers and listeners. Although the establishment of many TV and radio stations has
led to audience fragmentation, broadcast advertising mediums still have a wider reach than
print advertising mediums. Audience measurement metrics for TV and radio are readily
available, meaning businesses can determine the station with the highest number of viewers
or listeners, as well as estimate ad effectiveness.

Outdoor Advertising
Advertising outdoors involves putting ads on billboards erected strategically along highways,
mounted to buildings, or placed on the exteriors and interiors of business vehicles such as
taxis and buses. According to the Outdoor Advertising Association of America, outdoor
advertising suits businesses targeting consumers in specific geographic regions. Compared to
television advertising, outdoor advertising is inexpensive, making it particularly suitable
for small businesses with limited advertising budgets.

Internet Advertising
Digital, online or Internet advertising uses Internet technologies such as social media sites,
email and search engines to deliver promotional messages to targeted customers. This rapidly
growing advertising type is expected to show a 38 percent increase by 2018, with Statista, an
online portal for statistics, reporting that Internet ad spending will reach $82.24 billion in
2018, up from $50.71billion in 2014. Internet advertising fits businesses that target a
young, well-educated and tech-savvy audience. In 2014, Pew Research Center
established that 97 percent of people between 18 to 29 years old and 93 percent of folks
between 30 to 49 years old actively use the Internet.
Other Advertising Types
Product placement and telemarketing are alternative advertising techniques that businesses
can employ. Product placement involves promoting a product though appearances in film or
television. For example, a soft drink manufacturer can strike a deal with a film company so
that actors are filmed drinking his product instead of that of a competitor in an upcoming
movie. This type of product placement is beneficial to businesses that sell luxury
goods. Displaying a company's logo on the uniforms of a neighborhood baseball team is a
low-cost and affordable branding approach that works for local businesses.
Telemarketing involves having sales agents make direct calls to existing and prospective
customers to inform them about a company's products or services. Because telemarketing is
interactive, businesses can use it to develop a rapport with customers.

example of advertising:
A great example of affective advertising is found in the “Geico” commercials. By creating a friendly,
honest, funny gecko as a spokesperson, consumers tend to trust what the gecko is saying and find
humor in his actions. This creates a good feeling about the actual service “Geico” offers.
Lastly, resonance advertising is a way of identifying with consumers. If an advertiser can create a
campaign that certain target markets identify with, then resonance advertising has been achieved.

An example of resonance advertising is in “Tide” detergent ads. Many times mothers are busy doing
laundry in between sports practices and driving their children around in mini vans. Their recognition
with soccer moms makes “Tide” a favorite pick among women with children who are very involved in
activities.

Mcd slogan

1. You deserve a break today (1971)

2. 2. 5. I’m lovin’ it (2003)
3. 3) Did somebody say McDonald’s? (1997)

The major advantages of advertising are: (1) introduces a new product in

the market, (2) expansion of the market, (3) increased sales, (4) fights
competition, (5) enhances good-will, (6) educates the consumers, (7)
elimination of middlemen, (8) better quality products, (9) supports the
salesmanship, (10) more employment opportunities, (11) reduction in the
prices of newspapers and magazines, (12) higher standard of living!

The benefits derived from advertising are manifold. It is one of the most
important components of the marketing process.

This is beneficial to manufacturers, traders, consumers and society as a

whole. Advertising offers the following advantages.

(1) Introduces a New Product in the Market:

Advertising plays significant role in the introduction of a new product in the
market. It stimulates the people to purchase the product.

(2) Expansion of the Market:

It enables the manufacturer to expand his market. It helps in exploring new
markets for the product and retaining the existing markets. It plays a sheet
anchor role in widening the marketing for the manufacturer’s products even
by conveying the customers living at the far flung and remote areas.

(3) Increased Sales:

Advertisement facilitates mass production to goods and increases the
volume of sales. In other words, sales can be increased with additional
expenditure on advertising with every increase in sale, selling expenses will
decrease.

(4) Fights Competition:

Advertising is greatly helpful in meeting the forces of competition prevalent
in the market. Continuous advertising is very essential in order to save the
product from the clutches of the competitors.

(5) Enhances Good-Will:

Advertising is instrumental in increasing goodwill of the concern. It
introduces the manufacturer and his product to the people. Repeated
advertising and better quality of products brings more reputation for the
manufacturer and enhances goodwill for the concern.

(6) Educates The Consumers:

Advertising is educational and dynamic in nature. It familiarises the
customers with the new products and their diverse uses and also educates
them about the new uses of existing products.

(7) Elimination of Middlemen:

It aims at establishing a direct link between the manufacturer and the
consumer, thereby eliminating the marketing intermediaries. This increases
the profits of the manufacturer and the consumer gets the products at lower
prices.

(8) Better Quality Products:

Different goods are advertised under different brand names. A branded
product assures a standard quality to the consumers. The manufacturer
provides quality goods to the consumers and tries to win their confidence in
his product.
(9) Supports The Salesmanship:
Advertising greatly facilitates the work of a salesman. The customers are
already familiar with the product which the salesman sells. The selling
efforts of a salesman are greatly supplemented by advertising. It has been
rightly pointed out that “selling and advertising are cup and saucer, hook
and eye, or key and lock wards.”

(10) More Employment Opportunities:

Advertising provides and creates more employment opportunities for many
talented people like painters, photographers, singers, cartoonists,
musicians, models and people working in different advertising agencies.

(11) Reduction in the Prices of Newspapers and

Magazines Etc:
Advertising is immensely helpful in reducing the cost of the newspapers
and magazines etc. The cost of bringing out a newspaper is largely met by
the advertisements published therein.

(12) Higher Standard of Living:

The experience of the advanced nations shows that advertising is greatly
responsible for raising the living standards of the people. In the words of
Winston Churchil “advertising nourishes the consuming power of men and
creates wants for better standard of living.” By bringing to the knowledge of
the consumers different variety and better quality products, it has helped a
lot in increasing the standard of living in a developing economy like India.

These are the disadvantages of advertising:

Increases the cost:

It increases the cost of goods. The cost of the advertisement is included in the price and is
ultimately borne by the customers.

Misleads the public:

It misleads the public by giving false statements about the product. (It may be true in some
cases but majority of advertisers know the value of honest statements.)

Creates a dissatisfaction:
It creates tastes and desires for some people whose income may not allow them to buy.
Such people feel dissatisfied.

Creates a monopoly:
It increases monopolistic trend. Due to advertisement some manufacturers create monopoly
in industry and thus reduce healthy competition. It becomes difficult for new firms to enter
the field.

Creates the confusion:

It creates the possibility of wrong purchases. Being impressed by the advertisement, in some
cases, a person is not able to purchase the commodity, which he actually wants to purchase.

Encourages luxury:
This encourages luxury. Mostly the commodities related to comforts and luxuries are
advertised, for example, cigarettes, cosmetic goods and etc. due to advertisement
of cigarettes several persons start smoking cigarettes, which becomes habit.

Reduces cleanliness:
It reduces cleanliness. Large number of posters and writings on the walls are used for
advertisement. This makes the roads and the walls of the houses look dirty. Thus, it reduces
the natural beauty.

According to the critics, advertising has the following disadvantages:

(1) Adds to Costs:

An organisation has to spend large amount on advertising. It increases the
cost of the products. To meet this expenditure, price of the product is
raised. No manufacturer pays for the advertising expenses out of his
pocket. Advertising, therefore, leads to unnecessary rise in prices. In this
reference it is said that advertising costs are passed on to the consumers in
the form of high prices.

(2) Undermines Social Values:

Advertisement is a sort of day-dreaming for the people. These days it is
taking the people away from reality and into the realm of artificiality.
Through its medium people get information about new products.

Only very few products are of any use for them. The brilliance of new
products really gets on their nerves. They want to buy them but have no
resources at their command. Consequently, they start feeling upset with
their present status. Taking it as a social evil, it can be said that
advertisement undermines social values.

(3) Confuses the Buyers:

Many a time distorted version of reality is shown in the advertising.
Believing in advertising, consumers buy the product. On its use, they feel
cheated.

They come to realise later that the information given in the advertisement
was something else whereas the actual product was quite different from it.
Thus, people lose confidence in advertising because of wrong presentation.
In this reference it is said that advertising confuses rather than helps.

(4) Encourages Sale of Inferior Products:

Every manufacturer projects his product as superior one in the
advertisement. Therefore, the buyer is unable to decide as to which product
is really good.

Consequently, it is difficult to get good quality product even after paying a

handsome price for it. If a seller gets good price for some inferior product, it
becomes a habit with him. It affects other sellers also. Therefore, it is said
that advertisement encourages the sale of inferior products.

(5) Some Advertisement is in Bad Taste:

Many times, foul language and objectionable pictures are used in
advertising in order to attract a particular class. They may be insulting to a
particular class. It causes decay of social values.

Such kinds of advertising are generally opposed by the people as it hurts

their feelings. In this reference it is said that some advertisements are in
bad tastes.

Conclusion
After analyzing five different social media sites I think it is a safe assumption to say that advertising is
very effective in social media. Advertising on social media is cheaper than advertising a commercial
on television and in some instances it is free to advertise on a social media site. Social media sites
are becoming more and more popular everyday with new people joining sites creating a wide variety
of people for companies to advertise to, also as shown above advertising generates obvious results.
With many companies seeing an increase in popularity amongst consumers. There are no downsides
to advertising on social media sites as it is cost efficient, works, and provides many different options
for companies.