Advertising is a mass selling technique. It is an art of making one’s products known to the world in such a way that a desire of buying that product is created in the hearts of people. It is useful in providing information about the company’s product, its quality, features, price, usage, promotional offers, etc., to the prospective customers.

In the modern marketing environment, to promote or to increase the sale volume, the business enterprise has to adopt various advertising and publicity measures to sustain itself in the market. It is essential for creating and maintaining demand for company’s products.  Thus, advertising is an activity of attracting public attention to a product or business, as by paid announcements through hoardings, newspapers, magazines, radio, television, internet, etc. The term “Advertisement” has been defined by following prominent scholars:

  • American Marketing Association: – “Advertising implies any paid form of non personal presentation and promotion of ideas, goods and services, by an identified sponsor.”
  • V Zacher: – “Advertising is a means of communicating information pertaining to products, services or ideas by other than direct personal contact and on an openly paid basis with intent to sell or otherwise obtain favorable consideration.”
  • William J. Stanton: – “Advertising consists of all the activities involves in presenting to a group, a non-personal, oral or visual, openly sponsored message regarding disseminated through one or more media and is paid for by an identified sponsor.”
  • Philip Kotler: – “Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor.”
  • Wood: – “Advertising is causing to know to remember, to do.”
  • Wheeler: – “Advertising is any form of paid non-personal presentation of ideas, goods or services for the purpose of inducting people to buy.”
  • Sir Winston Churchill: – “Advertising nourishes the consuming power of man. It creates a desire for better standard of living. It spurs industrial exerting and greater production.”
  • Richard Buskirk: – “Advertising is a paid form of non-personal presentation of ideas, goods or services by an identified sponsor.”
  • Peter F. Decker: – “Advertising is not only plays a vital role in promoting our economic growth but it is colourful and diverting aspect of life. Many advertising people do a straight forward job. They fill an important and constructive role in our society.”
  • Bovee, 1992, p. 7: – “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.”

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