Video: Advertising | Meaning | Scope | Nature | Benefits | Role & Importance |

Advertising | Meaning | Scope | Nature | Benefits | Role & Importance |


Advertising is a means of communication with the users of a product or service.
Advertising is the means of informing and influencing ​a vast audience to buy a product or service through visual, oral or written messages.​ ​ A business that wants to step into markets and make a mark definitely ​needs advertising. There is hardly any organization that does not advertise these days​.​ Advertising can be done through various media such as newspaper, magazines, television, radio, posters, hoardings, billboard and in recent times, the internet.
Advertising is the action of calling public attention


Advertising is any paid form of non-personal presentation & promotion of ideas, goods, or services by an identified sponsor.
Advertising is any communication, usually paid-for, specifically intended to inform and/or influence one or more people.
Advertising Association of the UK
A paid communication message intended to inform people about something or to influence them to buy or try something.

Nature of advertising

1.) Attention seeker
The term ‘advertising‘ is derived from the Latin word ‘advertere’ that means ‘to turn the attention’. Every piece of advertising attempts to seek the attention of your audience towards a product or service.
2.) Has a unique selling proposition​
​Often, the​ advertiser need to ​have​ a unique selling proposition (USP)​. This unique selling proposition makes the product or service stand out of the crowd. Advertising attempts to persuade and influence the audience through the different kinds of appeal.

3.) Consumer oriented
Advertising broadens the knowledge of the consumers. With this nature of advertising, consumers can have the know how of the products, brands or services ​that ​exist in the market. In fact, every product or service is designed in a way to keep the consumers satisfied.
4.) Uses various media
​Apart from print platforms like newspapers and magazines, its presence can now also be seen in audiovisual platforms like, films, hoardings, banners and many such promotional campaigns.
5.) Paid Form
Advertising requires the advertiser (also called sponsor) to pay to create an advertising message, to buy advertising media slot, and to monitor advertising efforts.


1.) Launch of a new product:
Advertising plays very significant role in the introduction of a new product in the market. It stimulates the people to buy or know about a product.
2.) Increases markets:
It helps the manufacturers to expand their markets. It opens the horizons for new markets for the product or service.
3.) Mass sales:
Advertising facilitates mass production to goods that ultimately results in a raised volume of sales.

Role and importance

1.) Spreading Awareness
Advertisements alert people about new products and services in the market that could potentially fulfill their needs or solve their problems. A typical advertisement will tell you what the service or product is, where it can be bought, for how much, by whom, and why it should be bought.
2.) Popularizing a Brand
Think of all the popular brands you know, such as Coca-Cola or McDonald’s. These brands are where they are today because they utilized the phenomenon of advertising well.

3.) Increasing Demand
The target audience of advertisements is typically large, whether you’re advertising in social media, print media, radio, or television. A well-crafted advertisement will convince the public that they should buy the product or subscribe to the service being advertised.
4.) Increased Profit
Advertisements are usually displayed to large groups of people at the same time. This means that, even with a low conversion rate, many people will end up buying your products eventually. If you execute your advertisement well, you will get a good conversion rate and great sales. Increased sales, of course, mean increased profits.


11 Comments on "Video: Advertising | Meaning | Scope | Nature | Benefits | Role & Importance |"

  1. C M E Programme .. ( contd. ) Development is a continuous and on-going process.. SKILLS Development WORKSHOP ..'Exam Warriors'..'Gold Standards' ..Performance Appraisals..MAP ..Management Appreciation Programme..
    Today's Spotlight : MS 63 Product and Advertising Managemet.


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