Introduction to Advertising

Manukonda Rabindranath () and Aradhana Kumari Singh
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Manukonda Rabindranath: Jawaharlal Nehru University
Aradhana Kumari Singh: Indian Council of Social Science Research (ICSSR), Ministry of Education, Govt. of India

Chapter Chapter 1 in Advertising Management, 2024, pp 3-38 from Springer

Abstract: Abstract This chapter provides an overview of the advertising industry as well as the features and processes of advertising. Advertising can be defined as any type of paid presentation and promotion of goods and services by a recognized sponsor that does not include personal interaction. It is one of the most often used methods of marketing and promotion. With the help of advertising, information or more details regarding the advantages, costs, and usability of the goods and services are delivered to the target audience. The primary objective of advertising is to boost product demand, which in turn boosts sales of other products and services. Since the terms advertising and promotion are used interchangeably in the context of marketing and business, there is a common misconception that advertising serves a purpose that is similar to that of promotion and marketing. This chapter will provide a comprehensive analysis of the key differences between advertising, publicity, and marketing in general. Today’s era is an internet era where business, marketing and even advertising have all adopted the features of digital platforms. Business, marketing, and even advertising have adopted a digital platform in the Internet era of the present day. Advertising has a lengthy history of evolution, beginning with the promotion of goods via wall painting and culminating with this digital platform. This section traces the evolution of advertising from the beginning of ancient civilization to the invention of the printing press in the world and, in particular in India. Even though advertising has several positive effects on business, the economy, and society as a whole, it is often criticized for promoting materialism, being misleading, bad in taste or offensive to certain groups. At the end of the chapter, some of the most common reasons why advertising is criticized in the modern day have been presented.

Date: 2024
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DOI: 10.1007/978-981-99-8657-6_1

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