“The scope of Advertising is increasing everyday”
Advertising has a very wide scope in marketing and in the social system. The scope ofadvertising is described on the basis of activities included under advertising and their forms and systems, objectives and functions. These include the
Message—which has been discussed earlier.
Media—has also been discussed in detail.
Merchandise—It is the buying and selling of the product-advertisement covers the attributes of the product to be sold. The outstanding qualities of the product should be assessedand exposed with emphasis. New and existing products are advertized to popularise them. A firm is considered as an important source of advertising.
Advertising Functions: No product can be sold without some form of advertising.
The nature and scope of advertising management are explained below
Advertiser:is the most important person as he is the customer and spends money on it.He gives employment to a lot of people and supports the advertising agencies. The advertiser also has a great social responsibility to create a sound social and economic system.
Objective:The advertising objectives are many in number
However, we shall mention a few:
Activities:The activities included are mass communication, carrying message, image building. It also persuades and reminds. The activities should be performed regularly andeconomically.
Art & Science:Management is both an art and science and Advertisement being a partof marketing is also an art. It creates, it requires experience. It is a science because it is based on certain social-psychological factors. Cause and effect relationship are studied in advertising.
The effect of advertising is also studied by experimentation. The results of advertising canbe measured. It is tested on scientific principle as well. Therefore, we see that the scope of advertising is large and varied.
Different Dimensions of Advertising
There are a number of books written on advertising and they cover different dimensions.
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