Defining Advertising [MAC 325]

For most people advertising means television commercials, radio jingles and print advertisements. Advertising can be defined as a paid dissemination of information through a variety of mass communication media to motivate a desired action.

According the ‘concise oxford dictionary’ the verb, ‘to advertise’ means: to make generally or publicly known.

One of the earliest definitions of advertising was: ‘The dissemination of information concerning an idea, service or product to compel action in accordance with the interest of the advertiser’.

This definition tells us about advertising being a kind of communication about a product, service or idea that is goal-oriented. However, it does not include many other important aspects of advertising.

Today advertising is a part of our everyday life. It is all around us. We cannot escape looking at it or listening to it. Even if we are not consciously looking at it or listening to it, the message of advertising reaches and influences us. It is often recorded somewhere at the back of our minds and is recalled when we are buying something or looking for a particular service.

From morning to night, we use advertised goods and services. We start the morning with a cup of tea or coffee, use toothpaste and toothbrush on our teeth, at breakfast we have bread, butter, etc. our workplace is also full of machines, computers, etc which are  advertised goods or devices.

American Marketing Association AMA defines advertising as: ‘Advertising is any form of non-personal presentation of goods, services or ideas for action, openly paid for by an identified sponsor’.

The key elements in the above definition are:

Any form

Advertising can take any of the following forms of presentation. It could be a sign, symbol, illustration, verbal message, etc. advertising can be in any form that best conveys the message.

Non-personal

This phrase distinguishes advertising from personal selling; as advertising is an indirect form of conveying messages.

Goods, services or ideas

Advertising promotes goods, services and ideas. It also promotes persons and parties, places and events as well as institutions.

For Action

This phrase denotes the action-oriented nature of advertising. Advertising must result in the consumer buying the product or service.

Paid for

Advertising is always paid for. It is not free. So it is distinguished from  publicity which may be obtained free.

By an Identified Sponsor

People or groups who do not identify themselves do a lot of publicity and propaganda. In such cases a kind of manipulative or malicious intent is associated.

However, in case of advertising no such intent is present as the sponsor is always identified. We always know who the advertiser is.