Advertising is a form of mass communication. It involves a process of transmission of information by the manufacturer or a seller of a product or service to modify or stimulate the behaviour of the buyer to buy a particular product. 'Necessity is the mother of invention' is an oft-quoted saying. But now-a-days the reverse of it is more true. In modern business, 'invention' is mother of necessity.
In this age of machinery, new things are produced everyday. Market is created for these things through advertisement Businessmen advertise their goods in various ways and thus spread a knowledge of their goods among the customers.
It is through advertisement that people begin to feel a need for even those goods of which they had never heard before. Advertisement creates demand. it is the backbone of commerce and Industry. No business can stay in the business world without advertisement. A successful businessman is one who snatches away money from even the most miserly and reluctant customer. Thus, the business world rotates on the pivot of advertisement.
As the world is progressing, so the means of advertisement are also increasing. We all know that big posters are pasted on the walls, and handbills are distributed to advance the sale of goods. Walls are painted and big signboards are displayed on crossings and prominent places to serve this purpose. In a cinema hall, first of all we see the advertisement slides. A major part of the daily newspapers is full of advertisement. 'Situations Vacant', 'Tender Notice', 'Educational', 'Lost and Found', 'Matrimonial', cinema advertisements, and advertisements of so many other commodities are regular features of all newspapers. Radio and Television also are being used as means of commercial advertisement.
A good advertisement must have certain qualities. First, it should be based on human-psychology. Goods for different income groups should be advertised, taking into consideration their purchasing power. A motor car is a thing...