WHAT ARE INCLUDED AND EXCLUDED FROM ADVERTISEMSNT ?

What is Included in Advertising?

• The information in an advertisement should benefit the buyers. It should give them a more satisfactory expenditure of their rupees.
• It should suggest better solutions to their problems.
• The content of the advertisement is within the control of the advertiser, not the medium.
• Advertising without persuasion is ineffective. The advertisement that fails to influence anyone, either immediately or in the future, is a waste of money.
• The function of advertising is to increase the profitable sales volume.
• That is, advertising expenses should not increase disproportionately.

Advertising includes the following forms of messages: The messages carried in-

• Newspapers and magazines;
• On radio and television broadcasts;
• Circular of all kinds, (whether distributed by mail, by person, thorough tradesmen, or by inserts in packages);
• Dealer help materials,
• Window display and counter – display materials and efforts;
• Store signs, motion pictures used for advertising,
• Novelties bearing advertising messages and Signature of the advertiser,
• Label stags and other literature accompanying the merchandise.

What is excluded from Advertising?

Advertising is not an exact science. An advertiser’s circumstances are never identical with those of another; he cannot predict with accuracy what results his future advertising efforts will produce.

• Advertising is not a game, because if advertising is done properly, both the buyer and the seller benefit from it.
• Advertising is not a toy. Advertiser cannot afford to play with advertising. Advertising funds come from sales revenue and must be used to increase sales revenue.
• Advertisements are not designed to deceive. The desire and hope for repeat sales insures a high degree of honesty in advertising.

The activities excluded from advertising are:

• The offering of premiums to stimulate the sale of products;
• The use of exhibitions and demonstrations at fairs, show and conventions;
• The use of samples and activities, involving news releases and the activities of personal selling forces;
• The payment of advertising allowances which are not used for advertising;
• The entertainment of customers