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EDP(Lecture 14)



                                     MARWARI COLLEGE,RANCHI                                                           (UNDER RANCHI UNIVERSITY RANCHI) 

NAME : RAJU MANJHI,PRAKASH KUMAR
SUB: EDP

 SEM : IT /CA/BCM VI

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The American Marketing association some years ago attempted to bring a uniformity and better understanding in semantics of ads. It defined advertising as - Any paid form of non- personnel presentation and promotion of ideas goods or sources by an identifying sponsor.
Advertising is distinguished from publicity, which is defined as non-personal stimulation of demand or Business unit by commercially significant news about it is a published medium or obtaining favorable presentation of it on radio, TV or any other stage. From the particular definition advertising is further defined as any paid form of non-personnel communication of ideas, goods or services by Business undertaking identified in the advertising message intended to lead to the sale immediately or eventually
Through advertising it helps in sales promotion. Sales promotion is defined as
specific sense to mean those marketing activities other than personal selling and advertising that stimulates consumer purchasing and dealer effectiveness such as display, shows, and exhibition demonstration and various such other efforts not in the ordinary routine.
The sale association defines selling as personnel or impersonal process of assistant and persuading prospective customers to buy a commodity or a service or to act favorable upon a idea that has commercial significance to the sale.
The American Marketing association definition of selling includes advertising other form of publicity and sales promotion along with personnel sell.
Thus selling is done in many ways. Although normally we understand it as referring to selling by salesmen. Intact at times advertising does sell certain products as toothpastes, soap etc and other times advertising merely creates the necessary awareness although it does not really complete the sell.
Problem areas in advertising.
According to Marshall and Borden there are some problem areas relating to the building of advertising product that are of significance to the management of undertaking namely -
  1. the determination of advertising objectives
  2. The choice of advertising message
  3. the selection and use of media
  4. Co-ordination of advertising with other tools of sales promotion.
  5. Evaluation of advertising.
  6. Control of ad budget.


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