RESEARCH PROJECT

On

Advertisement as a means of communication

Submitted to

MAHARASHTRA NATIONAL LAW UNIVERSITY,

AURANGABAD

Submitted by

NAMAN KUMAR
B.A.L.L.B. (Hons.) Semester- II

Roll no. 2022/BALLB/80

BUSINESS COMMUNICATION

Under the guidance of

Ms. MAHENAZ HAQUE

Professor of English
Maharashtra National Law University, Aurangabad

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 DECLARATION

This is Naman Kumar ROLL.NO. 22/BALLB/80 from Maharashtra National Law

University, Aurangabad. Currently pursuing BALLB HONS. degree, semester-II,
Batch- 2022-2027

This declaration is made by me at Aurangabad, stating that the project is prepared and
drafted by me.

It contains the project work that was assigned to me during my II semester period and
is successfully accomplished from my side.

This project is a sincere attempt at the compilation of the aforementioned work given
to me.

This has not been submitted, either in whole or in part, to any other Law University
or affiliated Institute under which any University is recognised by the Bar Council of
India, for the award of any other law degree or diploma, within the territory of India.

NAMAN KUMAR

2022/BALLB/80

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 INDEX
S.NO. TITLE PG.NO

1 INTRODUCTION 3

2 CHAPTER 1 4-9

3 CHAPTER 2 10-12

4 CONCLUSION 13

5 BIBLIOGRAPHY 14

3
INTRODUCTION

Advertising is a means of communication that is used by businesses and organisations to promote

their products, services, or ideas to their target audience. It is a paid form of communication that
aims to create awareness, interest, desire, and action among potential customers or clients.
The primary goal of advertising is to persuade consumers to buy a product, use a service, or support
an idea. Advertisements are designed to capture the attention of the target audience and provide
them with information about the benefits, features, and advantages of the product or service being
advertised.
Advertising can take many forms, including print ads, television commercials, radio spots, online
ads, billboards, and direct mail. Each form of advertising has its advantages and disadvantages,
depending on the target audience, the message being conveyed, and the budget of the advertiser.
Effective advertising requires a thorough understanding of the target audience and their needs,
wants, and preferences. Advertisers must also create a compelling message that resonates with the
target audience and motivates them to take action. The message should be clear, concise, and
memorable, and it should be delivered through a medium that reaches the target audience in the
most effective way possible.
In summary, advertising is an essential means of communication that helps businesses and
organisations promote their products, services, or ideas to their target audience. It is a highly
effective tool that can help build brand awareness, increase sales, and achieve marketing objectives.

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 CHAPTER 1

ADVERTISEMENT

Definition: Advertising is a means of communication with the users of a product or service.

Advertisements are messages paid for by those who send them and are intended to inform or
influence people who receive them, as defined by the Advertising Association of the UK.

Description: Advertising is always present, though people may not be aware of it. In today's
world, advertising uses every possible media to get its message through. It does this via television,
print (newspapers, magazines, journals etc), radio, press, internet, direct selling, hoardings, mailers,
contests, sponsorships, posters, clothes, events, colours, sounds, visuals and even people
(endorsements).

The advertising industry is made of companies that advertise, agencies that create the
advertisements, media that carries the ads, and a host of people like copy editors, visualisers, brand
managers, researchers, creative heads and designers who take it the last mile to the customer or
receiver. A company that needs to advertise itself and/or its products hires an advertising agency.
The company briefs the agency on the brand, its imagery, the ideals and values behind it, the target
segments and so on. The agencies convert the ideas and concepts to create the visuals, text, layouts
and themes to communicate with the user. After approval from the client, the ads go on air, as per
the bookings done by the agency's media buying unit.

FEATURES OF ADVERTISEMENT

1. Communication : Advertising is means of mass communication reaching the masses. It is a non-

personal communication because it is addressed to masses.
2. Information : Advertising informs the buyers about the benefits they would get when they
purchase a particular product. However, the information given should be complete and true.
3. Persuasion : The advertiser expects to create a favourable attitude which will lead to favourable
actions. Any advertising process attempts at converting the prospects into customers. It is thus an
indirect salesmanship and essentially a persuasion technique.
4. Profit Maximisation : True advertising does not attempt at maximising profits by increasing the
cost but by promoting the sales. This way It won‟t lead to increase the price of the product. Thus, it
has a higher sales approach rather than the higher-cost approach.
5. Non-Personal Presentation : Salesmanship is personal selling whereas advertising is non-
personal in character. Advertising is not meant for anyone individual but for all. There is absence of
personal appeal in advertising.
6. Identified Sponsor : A sponsor may be an individual or a firm who pays for the advertisement.
The name of reputed company may increase sale or products. The product gets good market
because of its identity with the reputed corporate body.
7. Consumer Choice : Advertising facilitates consumer choice. It enables consumers to purchase
goods as per their budget requirement and choice. Right choice makes consumer happy and
satisfied.

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8. Art, Science and Profession : Advertising is an art because it represents a field of creativity.
Advertising is a science because it has a body of organised knowledge. Advertising is profession is
now treated as a profession with its professional bodies and code of conduct for members.
9. Element of Marking Mix : Advertising is an important element of promotion mix. Advertising
has proved to be of great utility to sell goods and services. Large manufactures spend crores of
rupees on advertising.
10. Element of Creativity : A good advertising campaign involves lot of creativity and
imagination. When the message of the advertiser matches the expectations of consumers, such
creativity makes way for successful campaign.
OBJECTIVES OF ADVERTISEMENT
The fundamental purpose of advertising is to sell something - a product, a service or an idea. In
addition to this general objective, advertising is also used by the modern business enterprises for
certain specific objectives which are listed below :
1. To introduce a new product by creating interest for it among the prospective customers.
2. To support personal selling programme. Advertising maybe used to open customers' doors for
salesman.
3. To reach people inaccessible to salesman.
4. To enter a new market or attract a new group of customers.
5. To light competition in the market and to increase the sales as seen in the fierce competition
between Coke and Pepsi.
6. To enhance the goodwill of the enterprise by promising better quality products and services.
7. To improve dealer relations. Advertising supports the dealers in selling he product. Dealers are
attracted towards a product which is advertised effectively.
8. To warn the public against imitation of an enterprise's products.

THE RELATIONSHIP BETWEEN ADVERTISING AND COMMUNICATION

Advertising in business is a type of communication that persuades and encourages people to take a
particular action. Communication is important because it verses people on the different things that
the business has to offer. Advertisements also shows the advantages, features and values of a certain
product. The action can be purchase or involvement. One of the results of advertising is to change
the commercial behaviour of people.
Therefore it is important for the advertisers to communicate with the consumers. ‘Marketing and
communication’ is a phrase that shows all the parts of a company’s process of marketing. This
entails the customer service and the research. Most of the firms use the marketing research to
understand their client.
Communication is the act of using signs, symbols and pictures to pass a message, make meaning or
exchange information. Marketing communication involves giving information about a certain
product and a service. Advertising is a very powerful form of communication. Communication is a
daily process of passing information from one party to another.
There is a relationship between advertising and communication because firms cannot advertise
without communicating. The relationships between the two are in the audience, message
development, methods of communication and customer service and when a firm uses them correctly
it can impact on the purchases and the revenue.

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AUDIENCE
One of the relationships of advertisement and communication is the audience. Before an individual
can promote something or communicate something, he or she must have knowledge of the
audience. The audience are the recipients of the message. The research bit of the communication or
advertisement is very critical.
Companies often develop marketing plans and strategies in order to find customers who are
interested in different products and services. The expansion in business has increased advertising.
Customers often segment themselves on the products that they need.
MESSAGE DEVELOPMENT
Another key relationship between communication and advertising is message development. Every
firm must have a marketing objective and it must establish the message that it will give to the
audience. One of the objective s of advertisements in business is to increase the customer base,
improving the customer attitudes for the brand, generating clients and revenue. All these are the
messages that firms intend to communicate to the public.
After the management comes up with the objectives, they then communicate them to the audience.
The communication must be in such a way that it drives more people into the business. The main
form of communication for business with the public is in form of advertisements.

ADVERTISEMENTS, PR AND SELLING

There are different methods of communication between business and the public. These are
advertisements, Public Relations (PR) and selling. Most companies utilize these types of
communication when they want to reach out to the public. Other companies however use two of the
methods and they skip the Public Relations. Advertising mainly take the form of the three types of
media.
Print media Ads occur in magazines and newspapers. Broadcast media ads occur in radio and TV
while digital ads are in websites and blogs. The companies often targets the media with more ratings
because this means that the message reaches more people. Public Relation companies communicate
positive messages about a firm by promoting it to the external environment. Sales and promotions
are impactful because they tell people about upcoming products. This is a way in which companies
communicate to the public without advertising.
CUSTOMER SERVICE
The fourth relationship is customer service. Customer service is the act of taking care of the
clientele and responding to their needs. This practice makes the companies to retain its clients and
this brings revenues and sales for the company. There are different customer service strategies
whereby the companies support their communications with the customers. Customer service
involves interactions and discussions of the customer experience and preference.
After this, the employees then follow up and find out if the customer was satisfied by the service or
product that he/she got from the company. Follow up communication is vital in businesses that are
sourcing clients through advertisement. This helps to create a good rapport between the client and
the company and it also help sin conflict resolution. Communication in this stage also helps the
company to know on what areas it needs to improve so that it comes with better quality products
and services. According to Kokemuller (2014), the business must establish a relationship between
the business and the clients to ensure that they will go back.

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ACTIVE PARTICIPANT IN ADVERTISEMENT

Following are the group of people who are actively involved in advertising.
1. Advertiser : Seller who manufacture and market consumer products are the prominent group of
advertisers. Hindustan Unilever , proctor and gamble, Seimen and Larson and Toubro are the
examples of advertisers. Also the retailers are the second prominent segment among advertisers.
They stock the products . and sell them to the ultimate consumers. Government and social
organisation are also the active participant in this category.
2. Target audience : It refers to the recipient of the advertising message. Every message is either
directed to a mass audience and class audience. Advertising desire to cover this target audience for
promoting sales. Advertising message intends to cover the potential user and non user who may
purchase the product in future. The messages are also directed to the user of the competitor's
product so that they switch over the advertiser's products.
3. Advertising Agencies : An advertiser has two options viz. (i) to design, develop and produce and
advertising message and get it placed in desired media directly through his own sales or advertising
department, or (ii) to entrust the entire job of advertising
to a team of highly professionalised, specialised, independent, advertising agency. An advertising
agency is composed of creative people, who conceive design, develop and produce, advertising
message with creative ideas and place it in the desired advertising media, for and on behalf of its
client (the advertiser). The advertising agencies usually charge a commission of 15% on the media
bills from the media owners. In addition, they charge out-of pocket expenses to their clients, i.e. the
advertisers. They employ copywriters, artists, photographers. Typographers, layout designers,
editors and such other creative people.
4. Advertising Production People (Artists) : The production of impressive and persuasive
advertisements is possible only with the active help and creative spirit of the artists like copywriters,
artists, photographers, typographers, layout designers, editors and such other creative people. Such
people are usually employed by the ad agencies or, their services may be hired by the ad agencies
on job basis.
5. Target Audience (Readers, Listeners, Viewers and Present and Future Buyers) : Advertising
messages are given about products services and ideas to readers, listeners, viewers and actual and
potential buyers, who are known as the audience. The target audience may be classified into the
following three categories, viz.,
(i) existing or, current consumers, who are reminded and influenced to continue their patronage and
to increase the volume of their buying,
(ii) consumers, who buy and use, a competitor‟s brand; hence they are persuaded to buy the
advertised brand, instead of the competitor‟s brand; and
(iii) those consumers, who do not use any such product; and even then, are persuaded to buy the
advertised product.
6. Mass Media : Advertising messages are communicated to the target audience through different
mass media, such as,
(i) Print Media : They consist of newspapers, magazines, journals, handbills, etc.
(ii) Electronic Media : They consist of radio, television motion pictures, video, multi-media and
the internet.
(iii) Outdoor Media : They consist off posters, hoarding, handbills, stickers air balloons, neon sing
bill boards, local cinema houses, and transit media.
(iv) Direct Mail : It consist of brochures, leaflets, pamphlets,

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letters and return cards addressed to consumers.
The advertising agencies guide their clients (advertisers) in selection of the most appropriate
advertising media, which is known as „media planning‟. Each medium has sits own merits and
demerits.
7. Government Authorities : The business of advertising is regulated by the government
department. The government adopts law and regulation which have a direct or an indirect bearing
on the advertising. Apart from this ASCI (Advertising standards council of India) and ABC (Audit
Bureau of circulation) are also some of authorities regulating advertising.
8. Advertising Production Firms: Advertising production firms are the support agencies which
help in the production of advertisement. This includes copywriter, artist, photographers,
typographers, producer, editors. These are the people who transform ideas into a finished forms
Thus the success and failure of the advertisement depend on these people.
IMPORTANCE OF ADVERTISEMENT

Advertising has become an essential marketing activity in the modern era of large scale production
and serve competition in the market. It performs the following functions:
1. Promotion of Sales : It promotes the sale of goods and services by informing and persuading the
people to buy them. A good advertising campaign helps in winning new customers both in the
national as wet as in the international markets.
2. Introduction of New Product : It helps the introduction of new products in the market. A
business enterprise can introduce itself and its product to the public through advertising. A new
enterprise can't make an impact on the prospective customers without the help of advertising.
Advertising enables quick publicity in the market.
3. Creation of Good Public Image : It builds up the reputation of the advertiser. Advertising
enables a business firm to communicate its achievements in an effort to satisfy the customers' needs.
This increases the goodwill and reputation of the firm which is necessary to fight against
competition in the market.
4. Mass Production : Advertising facilitates large-scale production. Advertising encourages
production of goods in large-scale because the business firm knows that it will be able to sell on
large-scale with the help of advertising. Mass production reduces the cost of production per unit by
the economical use of various factors of production.
5. Research : Advertising stimulates research and development activities. Advertising has become a
competitive marketing activity. Every firm tries to differentiate its product from the substitutes
available in the market through advertising. This compels every business firm to do more and more
research to find new products and their new uses. If a firm does not engage in research and
development activities, it will be out of the market in the near future.
6. Education of People : Advertising educate the people about new products and their uses.
Advertising message about the utility of a product enables the people to widen their knowledge. It is
advertising which has helped people in adopting new ways of life and giving-up old habits. It has
contributed a lot towards the betterment of the standard of living of the society.

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7. Support to Press : Advertising provides an important source of revenue to the publishers and
magazines. It enables to increase the circulation of their publication by selling them at lower rates.
People are also benefited because they get publications at cheaper rates. Advertising is also a source
of revenue for TV network. For instance, Doordarshan and ZeeTV insert ads before, in between and
after various programmes and earn millions of rupees through ads. Such income could be used for
increasing the quality of programmes and extending coverage.

CHAPTER 2

ROLE OF ADVERTISING IN MARKETING MIX

Marketing mix consist of four important variables of marketing, i.e. 4Ps-Product, Price, Promotion
and Place. Apart from the traditional 4 Ps, there are also other variables, i.e. Packaging, Position,
and Pace.
Advertising is an element of promotion. However, it not only assists in promoting the product, but
also affects the other variables of marketing mix. This can be explained as follows:
1. Advertising and Product : A product is normally a set of physical elements, such as quality,
shape, size, colour and other features. The product may be of very high quality .At times, the
product is so designed that it requires careful handling and operations. Buyers must be informed and
educated on the various aspects of the product. This can be effectively done through advertising.
Thus, advertising plays the role of information and education.
2. Advertising and Price : The price is the exchange value of the product. A marketer may bring
out a very high quality product with additional features as compared to competitors. In such a case,
price would be definitely high. But buyers may not be willing to pay a high price would be
definitely high. Here comes advertising. Advertising can convince buyers regarding the superiority
of the brand and thus its value for money. This can be done by associating the product with
prestigious people, situations, or events. Alternatively when a firm offers a low price products the
job of advertising needs to stress the price advantage by using hard hitting copy. It is not just
enough to convince, but it is desirable to persuade the buyer. Thus advertising plays the role of
conviction and persuasion.
3. Advertising and Place : Place refers to physical distribution and the stores where the goods are
available Marketer should see to it that the goods are available at the convenient place and that too
at the right time when the buyers need it. To facilitate effective distribution and expansion of
market, advertising is of great significance. Thus advertising do help in effective distribution and
market expansion.
4. Advertising and Promotion : Promotion consists of advertising, publicity, personal selling and
sales promotion technique. Businessmen today have to face a lot of competition. Every seller needs
effective promotion to survive and succeed in this competitive business world. Advertising can play
a significant role to put forward the claim of seller, and to counter the claims of competitor.
Through effective advertising, sellers can face competition and also help to develop brand image
and brand loyalty.
5. Advertising and Pace : Pace refers to the speed in marketing decisions and actions. It involves
among other things the launch of new products or brand variations at greater speed than before.
Asand when new brands are launched, advertising plays an important role of informing, educating
and persuading the customers to buy the product.

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6. Advertising and Packaging : The main purpose of packaging is protection of the product during
transit, and preservation of quality and quantity. Nowadays, marketers take lot of efforts to develop
and design attractive packages as they carry advertising value. A creatively design package attract
the attention of the customers. It also carries an assurance of quality and creates confidence in the
minds of customers to buy the product.
7. Advertising and Positioning : Product positioning aims at creating and maintaining a distinct
image of the brands in the minds of the customers. Through advertising the marketer can convey the
positioning of the brand and accordingly can influence the buying decision of the target audience.

ROLE OF ADVERTISING IN SOCIETY :

Advertising is the integral part of every day's life. It is a pervasive method of marketing in society.
Though the methods by which marketers advertise have changed over the decades, the role and
purpose of advertising has changed over the period of time. Without advertising modern society
cannot survive .Advertising is useful to society in following ways.

Encourage Purchasing
Encouraging people to purchase goods and services is the main role of advertising. Some industries
rely on advertising more than others: A cereal company, for instance, must advertise more
aggressively, due to the wide arrange of competing products, than a power company that faces little
to no competition. Advertisers often influence members of society to purchase products based on
instilling a feeling of scarcity or lack.
Reflect cultural trends
Advertising bridges the gap among people by communicating varied culture through advertising
message. It bring variation in the social life.
Promotes Economic growth
Advertising contributes to bring about all round development of the economy by increasing demand
and by encouraging economic activities it fuels the desire to shop and, in turn, shopping stimulates
the economy.
Improves standard of living :
Advertising is an economic activity. It provides opportunities to people to improve their income. It
motivates people to consume more material and thereby improves their standard of living.Provides
employment: Effective advertising generates demand for goods and services. high demand calls for
more production which requires more of physical and human resources thus creating employment
opportunities.
Advertising and Brand building
Brands are the identification that differentiates one business from another (through name, symbol
etc.). However, today brands can also be defined as the personality they reflect to people in relation
to status, emotional characteristics and subjective quality. They give the consumers a perceived
knowledge of the product, its quality and uniqueness before they buy it.
Brands Ensure delivery of service as promised by them. For example, Pizza Company A claims to
deliver pizza within a certain time and Pizza company B claims to deliver most delicious Pizzas. It
makes easy for the consumers to identify what they want and which brand to choose for it. It is
important for a brand to accomplish the claim advertised to retain Brand Image.
Advertising is one of the key elements in building a brand, which is equally important to the
marketer and consumers. Brand personality acts as a potent brand differentiator and offers
sustainable competitive advantage.

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Advertising by creating or reinforcing brand's personality enhances brand value or equity which in
turn can be leveraged through brand extension. Brand personality also helps brands to gain market
share, command price premium and insulates from discounting Brands.
Building a strong brand name is key factor for business success. In the competitive business
environment of today, consumer sophistication has altered business practices. Organisations are
forced to anticipate customers' needs and convey clear messages to consumers by establishing
strong brand names and focusing on brand building.
A brand's practical attributes and symbolic values are inherent elements that help the brand appeal
on consumers' minds and emotion. When consumers relate brands with symbols, it becomes easier
for an organisation to raise consumer interest. For instance, Lexus is known for luxury, or Apple is
known for innovation. Therefore, in consumers' minds, a brand is more than just a recognisable
name: it is a promise that needs to be met on a regular basis.
Advertising is important for building brand awareness. By raising consumer interest and making
consumers awareness of their products and services, firms not only expand their customer base, but
they also keep their loyal customers and increase their market share. In other words, the more aware
consumers are of a brand, the more likely they are to buy from a particular business.

Approaches in Brand building :

To make brand distinctive: brand building can be done through repetitive advertising. Also by
highlighting unique selling proposition one can distinguish brand from one another.
1. Constant innovation: Consumers need continuous innovation and new products. It is not always a
new product even an improvement on the existing product is acceptable to the consumers. Through
intensive advertising such brands are build which is time consuming.
2. Domination of brand: brand building largely depends on the domination is creates on the
competitors. Domination can take place either in national market or in niche market.
3. Prompt availability: Prompt delivery of the product is one of the factors that ensure brand
building. This is possible if there is proper coordination between the finance, production, and
marketing department.
4. Integration of new and old media: Consumers have ever changing demand. Due to availability of
various media option the seller can push the product in the market by blend multiple media
option .Thus advertising message are flashed to consumers through media mix.

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 CONCLUSION

Advertising consists of all the activities involved in presenting to an audience a non-personal,

sponsor-identified, paid-for message about a product or organisation.
Advertising has become essential to promote sales, to introduce new product, to create good public,
for large scale of production, for educating people etc.
Advertising is the integral part of every day's life. Without advertising modern society cannot
survive .Advertising is useful to society as it encouraging people to purchase goods and services, it
bridges the gap among people by communicating varied culture through advertising message, it
contributes to bring about all round development of the economy by increasing demand, it provides
opportunities to people to improve their income.
Advertising is used for communicating business information to the present and prospective
customers. It usually provides information about the advertising firm, its product qualities, place of
availability of its products, etc. Advertisement is indispensable for both the sellers and the buyers.
However, it is more important for the sellers. In the modern age of large scale production, producers
cannot think of pushing sale of their products without advertising them. Advertisement supplements
personal selling to a great extent. Advertising has acquired great importance in the modern world
where tough competition in the market and fast changes in technology, we find fashion and taste in
the customers.
In conclusion, advertisement persuades people to take action. There are different types of action that
firms expect from the consumers. Communication is a daily process of passing information from
one party to another. The relationships between the two are in the audience, message development,
methods of communication and customer service and when a firm uses them correctly it can impact
on the purchases and the revenue.
Advertisement seeks to change the commercial behaviour of people. Before people make a
commercial they must know their audience. They must have background information on their tastes
and preferences and this will make sure that they find their needs in the ad. The ad has to
communicate to them that they can get the product that suits them. In the message development
stage, the firm has to decide on the message that it intends to communicate to the people. The
method of communication should capture the attention of people and it should also be informative.
Some of the advertisements use humour to communicate the message. The advertiser should
practice customer care to make sure that it gets clients and retains the others.

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 BIBLIOGRAPHY

1.https://economictimes.indiatimes.com/definition/advertising

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Relationships.

3.Dyer, G. (1982). Advertising As Communication. (Studies in Culture and Communication).

4.Kokemuller, N. (2014). The Relationship between Marketing & Communication. Hearst

Newspaper.

5.Leiss, W. (1986). Social Communication in Advertising: Consumption in the Mediated

Marketplace

6.Richard, J., Scott B., George, E. (1983). Attitude toward the ad as a mediator of advertising
Effectiveness: determinants and consequences.

7. articles at: https://steemit.com/@jeanwandimi

8.visit ADSactly steemit blog: https://steemit.com/@adsactly

9.https://www.slideshare.net/ishanparekh/advertising-as-a-means-of-communication

10. https://www.studocu.com/in/document/mahatma-gandhi-university/advertisement-and-its-
legal-impact/introduction-advertising-definition-advertising-is-a-means-of-communication-
with-the-users-of-a-product-or-service-advertisements-are-messages-paid-for-by-those-who-
send-them-and-are-intended-to-inf/28420862

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