Chapter 1 Advertising PDF

Advertising is practised not only by business enterprises but also by political parties, charitable and educational institutions, and ideological groups, among others. However, the kind of advertising which this book discusses relates mostly to its use by business firms. As used by business, adver...

Advertising is practised not only by business enterprises but also by political parties, charitable and educational institutions, and ideological groups, among others. However, the kind of advertising which this book discusses relates mostly to its use by business firms. As used by business, advertising involves a variety of media, audiences, and purposes. These media include television and radio \"messages,\'\" displays in newspapers and magazines, in show windows and store counters, direct mail circulars, billboard posters,electric signs, sky writings. catalogs, and others. The target audiences are households, business executives, purchasing agents, and members of skilled professions. The purposes are manifold: conveyance of information (accurate, garbled, or false); persuasion by logic or cajolery; or by appeal to such emotions as pride, envy, affection, or shame. These purposes may seek either to change existing tastes and habits or to create them to the advantage of the advertiser. By and large, advertising aims to increase sales and/or prevent sales from declining. Age of Advertising. In this modern age, we cannot escape the reach of advertisements-for advertising is all around us We see and come across through various media of communication. So pervasive is the impact of advertising in our lives that it has become customary to hear the statement that \"We live in an age of advertising.\" When we walk on the streets, drive an automobile, ride on a bus or train, watch television, listen to radio, read a newspaper or magazine, open a mail, doubtless, we are brought face to face with advertising. This widespread encounter with advertisements poses both a problem and an opportunity to businessmen. For indubitably and foremost, the businessmen must determine whether advertising will justify the cost involved on their part amid the bewildering array of advertisements by their competitors. In all cases, products and services must be made known and their use, dramatized and directed to target markets. This then entails special efforts in marketing- known as advertising and sales promotion considering the fact that target markets are composed of customers and consumers who have different wauts and needs and degrees of persuasion and preference. Since the ultimate goal of advertising is to affect the attitude, and behavior of those to whom it is directed, it follows that those exercising managerial direction of this activıty must try to understand the process by which attitudes and behavior are formed if effective policies and strategies are to be formulated. Because of the large sums of money spent on advertisements, many people, some businessmen included, draw wrong conclusions regarding advertising as a whole. In the ultimate analysis, though; one can say correctly that \"It pays to advertise\" for advertising is a tool of business that is closely associated with production and marketing. **Advertising and Social Change.** More than any tool of communication, advertising has diffused information about comodities and services, marketed them, and persuaded audiences of their important place in their lives. However, advertising, has more than these. Advertisements have become vignettes of social life. They portray individuals as having many social refationships. They suggest ways of dealing with those relationships. Subtly, too, advertisements advise a great deal about work, health, life style, and role in society. When we think of television for. commercials, for instance we think of the role advertising plays in social change, a change we may be aware of or not. In the absence of traditional authority, advertising had become a kind of social guide, depicting us in all the myriad situations possible to a life of free choice. To some extent, advertising describes human relationships: between one individual and another, between an individual and institutions. In so doing, advertising acts as more than a guide to consumption. **Advertising and Economic Growth**. Advertising contributes to economic growth and in turn helps accelerate standards of living by complementing the efforts to create new and improved products through expenditures for research and development. One observer had described the process as follows: advertising, by acquainting the consumer with the values of new products, widens the market for these products, pushes forward their acceptance by the consumer, and encourages the investment and entrepreneurship necessary for innovation. Advertising, in short, holds out the promise of a greater and speedier return than would occur without such methods; thus stimulating investment, growth, and diversity.! Advertising contributes to an expanding market for new and better products. Many of these products would not have been, brought to market unless firms were free to develop mass markets through large-scale advertising. Another writer said: We live in an economy that has little resemblance to the ideal of perfeet conpetition postulated by cconomists. However, one of the postulates of this ideal economy is perfect knowledge. Thus, in such an idealized economy, even though advertising may be wasteful it would still have a role to play. But in the world of reality, with all its imperfections, advertising is an integral and vital part of our growing economy contributes to the launching of the new products so essential to economic growth. All advertising is basically an exercise in communication. Thus, it follows that the more effective communication is the more productive is advertising. **THE ORIGIN OF ADVERTISING** The origin of advertising is lost in the midst of antiquity Chroniclers have pointed out that the first advertisement appeared in Thebes (ancient capital of Upper Egypt which was destroyed hy the forces of Alexander the Great) in the form of a poster on sheet of papyrus which announced a reward for the return runaway slave. Advertisement for a Runaway Slave. An advertise for a runaway slave by Thos. C. Scott on 21 October, 1835 read as follows. \$200 REWARD \"Runaway from the subscriber, last night, a mulato man named Frank Mullen, about twenty-one years old, five feet ten or eleven inches high. He wears his hair long at the sides and top closed behind and keeps it nicely combed; rather thick lips, mild countenance, polite when spoken to, and very gentle in his person. His clothing consists of a variety of summer and winter articles, among which are blue cloth coat and blue coatee, white pantaloons and a pair of new ribbed casinet do, a blue Boston wrapper, with velvet coliar, several black hats, boots, shoes, etc. As he has absconded without any provocation, it is presumed he will make for Pennsylvania or New York. I will offer one hundred dollars taken in the State of Marvland. or the above reward if taken anywhere Cast of that State, and secured so that I get him again, and all reasonable expenses paid if brought home to the subscriber, living in the citv of Washington.\" **Advertising Signs**. Undoubtedly, the most common advertisements were found in Babylon, Athens, Egypt. and Rome where symbols were used to tell a particular shop or product. The crude picture characters which hung up as signs in front of the inns in the above-mentioned places during the Middle Ages were a common sight. Such picture characters were those of the doctor, pharmacist, merchant, blacksmith cobbler, and others. For example, a picture of a mortar and a pestle then pointed to the place of a druggist of pharmacist; that of a boot indicated the place of a shoemaker. **Town Criers and Barkers**. There is another form of advertising which needs to be considered. The growth of advertising industry from the \"one voice\" sales presentation to the itinerant peddler or huckster talking about the important features of his wares, is part of a long history of step-by-step communication and advertising. During the Middle Ages in Rome and Athens, a common sight were town criers who announced the affairs of the State. These criers were similar to the so-called \"patawag\" in the Philippines common during the Spanish regime up to the early years of the American occupation. Ordinances passed by the municipal council were then announced by town criers or barkers. But the services of the town criers were not confined to this, citizens could avail of the criers\' services for example in announcing a death in the family. It seems that to a certain extent, in spite of the passing of time, we have not graduated from this crude method of oral advertising as evidenced by the presence of barkers even today, Barkers are a common sight in our public markets and in loading zones of jeepneys and buses. However, advertising did not receive its prominent place in the marketing of goods till the 1900 when it became a highly organized business. **First Printed Advertisement**. According to Norman H. Strouse the first printed advertisement appeared in England about 1477, when William Caxton wrote a splendid piece of copy to sell his little prayer books. According to him, although he was a businessman of more than normal intelligence but with no pretense of being an intellectual he introduced printing in London to save time in making copies of his translations from popular continental books. In so doing, he built a new kind of business and helped lay the foundation of literary English. His first printed advertisement was designed to multiply his selling message so that it might be posted broadly in public places. Copies of this advertisement are with Bodleian Library at Oxford. Examination of such advertisements showed that the message was forthright and persuasive. There is a strong belief and not without good reason that the early printed advertising parallel the practical application of Guthenberg\'s principle of movable type, which played an important part in the rebirth of learning as Europe moved of the Middle Ages. Incidentally, Johann Guthenberg, a German inventor was credited of having founded the modern method of printing. Printing was known in Europe before his time, but it involved carving the design to be printed on a block of wood To print a book by this method, each would have to cut on its individual wood block. Guthenberg, like several contemporaries, saw the wood block capable of being replaced with movable types. Typesetting was a slow job, but hundreds of copies could be made once the type was hand-set. The new printing presses was first put to use in the reproduction of books previously available only through hand copying. It was not until 1885 that a practical means of rapid mechanical typesetting was developed. In that year, Mergenthaler patented the linotype. The first known printed advertisement in the English language\"appeared in 1478. **ROLE OF ADVERTISING** The word \"advertising\" is derived from the Latin \"adverto,\" formed by two root words: \"ad\" meaning \"toward\" and \"verto\" signifying \"to turn\". Thus, advertising aims to turn the consumer toward a store. And a store or any business concern advertises goods, ideas, and services to make customers turn their attention to the store or business entity. **The Definition of Advertising**. The American Marketing Association defines advertising as \"any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.\" Thus, advertising consists of those activities by which visual or oral messages are addressed to selected publics for the purpose of influencing them to buy products or services, or to act or to be inclined favorably toward ideas, persons, trademarks or institutions. Advertising is grouped with sales promotion and personal selling as one of the three major methods used for demand creation. All three devices have as their fundamental aim the encouragement of the purchases of specific goods and services. In actual practice, the three methods are not strictly alternatives. They are most effectively combined in an integrated program in which each supplements the others. Advertising is salesmanship in print, and persuasion through sight, sound, and motion. To the businessman, advertising is simply one of the many tools he might employ to gain and hold customers. From its definition, certain characteristics of advertising may be noted. They are: First, the message may be oral or visual and addressed to selected publics. Second, it is a paid form of prsentation to the public. Third, it is sponsored by an identified and identifiable sponsor. Fourth, it is a non-personal communication of a sales message to actual message to actual or potential purchasers. Four parts of the above-quoted definition are worth our scrutiny in as much as they serve to distinguish advertising from activities with which they are sometimes contused. **Paid Form**. This phrase is designed to help distinguish advertising from publicity. When a business firm or a product or a service is mentioned favorably in a news media, the item which provides some information or entertainnent as the case may.be, such is an example of publicity. As may be apparent, regardless of whether the favorable comment appears in printed media as newspapers and magazines or aired through the radio or telecast on a TV program, no expense is incurred since no payment is made by the benefitted organization. In advertising, however, the advertiser that has purchased space in a newspaper or magazine or in a radio or TV program must bear the cost of the advertisement. **Nonpersonal Presentation**. When goods are presented and offered on a face-to-face basis, the process is called personal selling. While doubtless advertising is a complement to selling, or a substitute to personal selling, the element of personal presentation is totally absent. While indeed, advertising and personal selling at times appear intertwined owing to their complementary functions, nevertheless, as two different activities, a demarcation line can be drawn between them. **Ideas, Goods, or Services**. While advertising is primarily concerned with tangible goods being offered in the market, not infrequently, it deals also with non-tangible goods as ideas and services. When banks advertise it calls attention to the multifarious servicts they offer to their client-customers and the public. Such partakes an example of institutional advertising. The same is also true with insurance companies. While the objective of most advertising is to sell goods to prospective customers, of late, an increasing number of advertising is intended to increase the public\'s awareness of its goals enveloped by accepted social responsibility. As a matter of fact some advertising is instrumental in launching campaign for Red Cross contribution, prevent carelessness that is responsible for outbreak of fire, protecting the rights of children and thereby minimize the incidence of child abuse. Advertising has now become an effective force in advancing a host worthy causes which are social in character rather than commercial. A good example if \"Piso para sa Pasig.\" **The Identified Sponsor**. Most identified by their individual sponsors or institutional sponsors. The phrase \"identified sponsor\" is useful in distinguishing between advertising and what is, or has been a popular concept of propaganda. Propaganda may be described as \"attempts\" to disseminate informal opinions, doctrines or information which may be based on facts or falsity to influence the behavior of people. Perhaps the major difference between \"propaganda\" and \"publicity\" is that the former may employ falsehoods freely and delibrately to achieve its purpose while the latter is usually contined to actual statements and events. To many people, the word \"propaganda\" carriers a connotation of distortion, deception or manipulation unlike advertising. In fact, in advertising, there is a disclosure of the identity of the sponsor and the source of information. The word \"identifiable\" in relation to a sponsor indicates that the receiver of the advertising message is able to identify both source and purpose. He knows who is responsible for the message, and he recognizes - or should recognize - that its purpose is to persuade him to accept the ideas or opinions it represents. From the standpoint of the advertiser, identification of his product, his brand, or his store is important if the advertising is to pave the way for successful calls by his salesmen, and if it is to get housewives to choose his brand over competitive ones on display in the supermarket shelf. **Role of Advertising**. The aim of every business is to make more business for the business. More business means more income, therefore, more profits and continuous growth. Thus, every business endeavors to make use of every technique and tool available to it in the pursuit of its goals and objectives. And one such tool is advertising. Advertising plays a major informational role in our economy because (1 ) products are available in such wide varieties; (2) new products are offered in such great numbers; and (3) existing products must be called to the attention of new consumers who are added to the market as a result of expansion of incomes, population explosion, and changes in tastes. The most heavily advertised products are widely used are consumed by wide segments of the population. This does not mean that everyone buys all products or buys them to the extent that he can. Some products may be substituted for the others. Professor Stiegler pointed out that \"information is a valuable resource,\" and advertising is the most \"obvious method of identifying buyers and sellers which reduces drastically, the cost of research that it is clearly an immensely powerful instrument for the elimination of ignorance.\" Often, this information is required to create interest in and demand for a product. While John K. Galbraith looked at advertising with a critical eye, nevertheless, he recognized that \"a new consumer product must be introduced with a suitable advertising campaign to arouse an interest in it.\" He further said, \" the path for an expansion of outlay must be paved by a suitable expansion in the advertising budget. Outlays for the manufacturing of a product are not more important in the strategy of modern business enterprise than outlays for the manufacturing of demand for the product. The creation of interest is followed by the stimulátion of desire. Buyers sufficiently motivated are enveloped with a longing to have the product whether it will merely serve to inflate their ego or it will be used for rational purposes. The creation of interest on a product is achieved through persuasive advertising. Persuasive advertising seems to lie on the recognition that in many instances most consumers do not know definitely what they want. In fact, they have little idea; if at all, as to what they need or desire. This then is a built-in situation that calls for the use of advertising. Whenever and wherever consumers are uncertain as to what they want, ther guidance and advice by iterested friends. The more usual form of opportunity to persuade them. Persuasion may take the form of helpful have gooods or services to sell. If the goods or services are those which persuasion though is that of commercial advertising by producers who consumers need and ought to have, the persuasive influence of advertising, would be highly beneficial. An equally impOrtant role of advertising. if not the most p tant. is that of inducing the would-be buyer to act. There are a number of ways that may help bring about the desired result through the use of appeals, persuasive arguments, and/or provision of convenience to the consumers. **Advertising\'s Dual Character**. Any attempt to evaluate advertising\'s role in society must necessarily require recognition of two indisputable facts. One, is the dual character of advertising. Advertising is a social institution, an intangible yet a powerful force in our society, like for instance, education. Advertising moreover is also a process of mass communication which produces tangible examples of microcosmic seg- ments of the institution, called advertisements. We can see the examples. just as we can see the University of the Philippines or the Roval and Pontifical University of Santo Tomas, popularly called the \"Catholic University of the Philippines\" as worthy examples of that intangible institution, education. In either case, generalizations from a few specific examples are of questionable validity. Second, is the fact that advertising must be recognized as an institution, complex as it may be, representing only one of several in a hierarchy of institutions. Advertising, however, is subordinate to the institution of marketing which in turn is only one tool of business enterprise. Business is only one agent of the economy, and the economy is only one part of human society. Advertisements make advertising most visible of all these interlocking institutions, and hence. the easiest target of criticism. **Appealing to the consumer**. This may be observed in certain kinds of advertisements wherein towards the end, there may be a direct appeal or command such as: \"Buy now while we have sufficient stocks\" \"Call us and we will deliver the merchandise to your doorstep without delay.\" However, not a few individuals hate being told what to do. Thus, advertisenent having such tone may create a negative reaction. **Making it easy for the consumer to act**. Some advertisements contain coupons for the convenience of the consumers. Simply by cutting out the coupons and filling them with the name and address of the sender, much time and effort could be saved. **Offering inducements to act immediately**. Discounts are sometimes offered as inducements to consumers when they buy large quantities of the advertised products. **The Advertising Concept**. The role of advertising is contained in the word AIDA which means: (1) to attract attention, (b) to create interest, (c) to stimulate desire, and (d) induce action. The AlDA concept associated with every advertising that ultimately leads to action involves the following process: 1\. Learning - trying to know what the product is: 2\. Feeling - sensuous impression toward the product: and 3\. Acting putting forth the decision supported by concrete action. **ADVERTISING PRINCIPLES** Here are excerpts from the Printer\'s Ink\'s Platform of Advertising Principles.\" to which several thousands of companies and individuals in the United States have subscribed: We believe that the primary function of advertising is to inform the public of the attribute of goods and services and to induce their purchase\... We belive that advertising is a social force for public good, and we support advertising that contributes to the general welfare of the public.... We deplore advertising that does not adhere to generally accepted standards of good taste and morality\... We believe that the sponsor of an advertising message has a special responsibility for that message. **Factors to Consider in Advertising**. Since the primordial aim of every advertising is to increase sales and/or prevent sales from declining doubtless then, a consideration of the following factors is called for. **Market** - the target customer, that is, who are the people to be reached. **Motives** -reasons which should prompt the consumers to buy **Message**- what the product or service is all about: includes the key ideas, information, and attitudes to be conveyed to persuade the consumers to take positive action, that is, to buy the advertised product or service. **Media** - the medium used to reach the target customers. **Money** - the amount of money that is appropriated for advertising. **Measurement** - testing the affectiveness of advertising. Hand in hand with the AIDA concept of advertising (attention, interest, desire, and action) is another related concept which involves interrelated stages in the communication process designed to achieve the ultimate goal of advertising, that is, persuading the customers to act. These stages are: **Awareness**. The prospect must be made aware of the brand or product **Comprehension**. The prospect must comprehend what the product is and what it will do for him. **Conviction**. The prospect must arrive at a mental disposition or conviction to buy the product. **Action.** Finally, the prospect must take action. Such stages may be termed as the ACCA concept. **ADVERTISING DECISIONS** Advertising decisions involve the concepts of reach and frequency. ***Reach*** refers to the number of people who are exposed to an advertisement during a specified time period. ***Frequency*** measures the average number of times each person who is reached is exposed to an advertisement during a given period. A retailer can advertise extensively or intensively. ***Extensive coverage*** means that the advertisement reachesmany people with relatively low frequency. ***Intensive coverage*** means that the advertisement is placed in selected media and is repeated frequently. Repetition is necessary and important, particularly for a store seeking to develop an image or selling new products or services. In implementing the promotional mix, retailer must consider peak seasons and whether to mass or distribute the effort. When a peak season occurs, all the clements of tlhe mix are usually employed; during slow perivds. promotional ettorts are usually reduced. A ***massed effort*** is used by retailers like those selling RTWs (ready-to-Wear dresses) who may promote during one or more seasons, as for example, during the months of May (when there are a lot of town fiestas) and December (the Christmas season). A ***distributed efort*** is employed by retailers wtho promote constantly throughout the year. **ADVERTISING - PROS AND CONS** There is probably no more universal slogan than \"It pays to advertise.\" Today, advertising has been regarded as an inevitable accompaniment of a free competitive economic system. One major function of advertising which has been stressed time and again is that it helps provide useful information to customers. Advertising, having aroused consumers to buy the product, is thus responsible for mass production (making goods available in mass quantity that enables manufacturers to reduce tlheir unit cost of production, the advantage of which is passed on to the consumers) and, of course, the conscquent rise in the peoples standard of living. The success of persuasive advertising is evident that consumers are not sure of what they want. If they were aware of their wants, they would express then in the marketplace in the form of effective demand. The things thus demanded would be the things which produces would then proceed to supply. But that is not what happens. With the advent of producticn on a large-scale in anticipation of consumer demand, producers lave been put under increasing pressure to force a market the cost of production per unit. The producers\' unexspected success in directing consumer de.and into channels most profitable to themselves has resulted in the development of a major industry involving thousands of copywriters, layout men, printers, lithographers, high-pressure salesmen, and comercial artists. \* As manufacturers are able to sell more of their products because advertising, among others, they are prompted to think of producing other goods not yet available in the market to better satisfy the unexpressed desires of consumers. For this reason, modern industry is making use of research. Industrial laboratories are continually discovering. patentingz and marketing new devices for satisfying human wants. However, advertising as aid to technical progress is overshadowed by advertising as a competitive weapon and as a correlative of mass production. Notwithstanding the advantages obtained from advertising, there are those who raise knitted eyebrows doubting the truth of such claimed advantages. In seeking an answer to the question as to whether advertising helps consumers, it must be recognized that the real purpose of advertising, according to its critics, is \"to benefit producers rather than consumers.\" While the ultimate costs of advertising may be borne by consumers, the immediate cost is borne by producers. As the critics constantly state, the producers are not in business for altruistic purposes but rather their main objective is to make all possible profit. Advertising has been found a useful means of accomplishing that end. Any benefit which consumers derive is incidental to the main purpose, So critics claimed. Another complaint directed against advertising is that in some instances, it is deceptive. It is argued that instead of supplying consumers with useful and reliable information advertising is obviously biased. Also not a few instances, advertising is based on its tendency to corrupt public\'s desires. A good example is that of advertisemnents of cigarettes and liquors. The advertisers are unmindful of the welfare of the public. Their main concern and interests is for most people to patronize their poducts. Jokingly Fred Allen in \"Treadmill to Oblivion\" said that advertising is 85% confusion and 15% commision\" **Economic Effects of Advertising.** Notwithstanding the criticism directed toward advertising as being wasteful, nevertheless, no one can deny of its beneficial etfects, such as: a **Creating product awareness and interest.** Before we turn to a consideration of the social and cultural aspects of advertising, let us focus our attention on spme economic effects of advertising. One of these is the replacement of more costly marketing methods. Except for a few products distributed to the consumers by mail (or by vending machines) there is some degree of personal contact in all marketing operations. But doubtless, there is no denying the fact that it costs more to make a personal call on a housewife or business executive than to deliver a message by means of mass comimunication media to the same housewife or business executive. With the use of advertising by whatever means, the target market is oftentimes reached with least expense and prepare prospective customers for possible trial or use of the advertised product. Is it any wonder then that young children are thoroughly acquainted of the presence of certain specific produets even before they have a chance to see the physical appearance of such products and are able to try them? b\. Stimulating competition. Within the framework of a free enterprise system, the production and marketing of certain products cannot remain the monopoly of a few business enterprises which are not solely guided by tlhe profit nmotive. Just as products enter the market, they becone faced with competition among fellow businessmen who look upon products and their production an opportunity to make handsome profits, thereby preventing the birth of giants in the industry. While the cost of advertising continue to rise along with the cost of labor, materials, research and product development, other manufacturers have the opportunity to venture into the production of the advertised product on the premise that such product is profitable in th market. The entire strategy behind the practice of branding of product differentiation, and of the advertising of nationally branded products by their manufacturers is designed to build consumer against price connpetition from similar products. c\. Stimulating demand. As has been stated repeatedly, \"the aim of every production is a corresponding consumption. \"Thus, it is the task of the marketing people to do an efficient job of making the goods reach the consumers as economically and efficiently as possible. Advertising is a big help in this regard.Through it consumers are made aware of new products that could provide satisfaction to their wants and needs. Advertising in effect tend to stimulate their demánd for such goods. **FAIR TRADE CODE FOR** **ADVERTISING AND SELLING** Alarmed by the many complaints aired by the public with respect to advertised goods they have purchased and in efforts to protect them, the Association of Better Business Bureaus in the United States has published a \"Fair Trade Code for Advertising and Selling.\" The Code urges advertisers to: 1\. Serve the public with honest values. 2\. Tell the truth about what is offered. 3\. Tell the truth in a forthright manner so its significance may be understood by the trusting as well as the analytical. 4\. Tell customers what they want to know, what they have a right to know and ought to know what is offered so that they may buy wisely and obtain the maximum satisfaction from their purchases. 5\. Be prepared and willing to make good as promised and without quibble on any guarantee offered. 6\. Be sure that the normal use of merchandise and services offered will not be hazardous to public health or life. 7\. Reveal material facts, the deceptive concealment of which might cause consumers to be misled. 8 Advertise and sell merchandise or service on its merit and refrain from attacking your competitors or reflecting unfairly upon their products, services, or methods of doing business. 9\. If testimonials are used, use only those of competent witnesses who are sincere and honest in what they say about what you sell. 10\. Avoid all tricky devices and schemes such as deceitful trade-in allowances, fictitious list prices, false and exaggerated comparative prices, bait advertising, misleading free offers, fake sales, and similar practices which prey upon human ignorance and gullibility. **ADVERTISING AS DISTINGUISHED FROM OTHERS** Advertising is generally described as the purchase of space in print or time on the air to promote the sale of products, the acceptance of ideas or to build institutional goodwill and prestige. Advertising, is sometimes described as paid publicity **Publicity**. Public, on the other hand, is the dissemination of information, making matters public from the point of view of one wishes to inform others. It is also a systematic distribution of information about an institution or an individual. Such dissemination of information through such channels of communication as newspapers, magazines, and radios is not paid for by the publicity seeker. Briefly. the major differences between advertising and publicity are: \(1) the dissemination of information through advertising must be paid for by the advertiser, while publicity as aforesaid is achieved through the use of space, time, and other media facilities obtained without charge to the publicity seeker;, and (2) advertising always attempts to sell goods or services, directly or indirectly, immediately or ultinmately, whereas publicity may be used for non-commercial purposes as well as for selling, such as the building of prestige for a personality seeking public office. A business firm that buys space in a newspaper to announce the sale of a new product to consumers is using advertising, since it is paying for the space. When the firm sends a press release to the news paper announcing the fact that it has designed a new, useful product and the paper prints the story as parts of its editorial contents. publicity is being used. The story appears in the paper without cost to the firm as far as the space is concerned, although there are operation expenses involved in preparing and forwarding releases. The printing of the same story in a house organ prepared by the firm and issued interested people is not publicity, but advertising, since the controls the medium and is paying for the cost of production of the publication. The objectives of a publicity campaign may be any of the following 1\. To build goodwill for the purpose of sing sales for a commercial firm or increasing the prestige enjoyed by a personality. 2\. To assist in the achievement of specific objectives such as fund raising, and the attraction of capital and commercial enterprises to community or region. 3 To dispel unfavorable impressions on the part of the public toward a personality or organization. There are **two types of occasions** which the publicity seeker employs as the basis for his work 1\. **Set news** -- unpremeditated and unplanned occasions or events in which the personality or organization takes a part, and which are reported by newspaper, radio, television, and other communication systems. 2\. **Created news** - incidents \"engineered\" specially for the purpose of creating noteworthy stories for dissemination to publications, radio and television stations, and other media of communication to the public. **Public Relations**. Public relations refers to the communication and interpretation of information and ideas from an institution to its various publics and the communication of infornmation, ideas, and opinions from those publics to tlhe institution, in sincere effort to establish a mutuality of interest and thus achieve the harmonious adjustment of an institution to its community. Public relations started as publicity - now just one of its phases -because as it became harder for people with different backgrounds to understand and know about each other, the first necessity was for one group to tell others about itself. In developing countries, public relations has come to include a great many other functions besides telling about a person or a group. Public relations, also tells the group what others think of it; helps the group determine what it must do to gain the goodwill of others; plans ways and means and carries out activities in winning and maintaining that goodwill. In the process of doing these things, public relations encompasses a great many functions, concepts, and techniques. There are many objectives that may be achieved through expert public relations activity. One or all of these objectives may be the basis for a company\'s public relations program. The objectives that may be sought include: 1\. Prestige and its benefits 2\. Promotion of products and sales 3\. Goodwill of the employees 4\. Prevention and solution of labor problems 5\. Fostering the goodwill of communities in which the company has units 6\. Goodwill of the stockholders 7\. Overcoming misconceptions and prejudices against the company 8\. Goodwill of the suppliers 9\. Goodwill of the government 10\. Goodwill of consumers or customers 11\. Educaing the public on the use of a product 12\. Educating the public on a point of view Propaganda. Propaganda is the systematic spreading of a doctrine, idea, or cause. Propaganda may be viewed as that consisting of opinions, doctrines, information, and assertions, which may be based on fact or on falsity, disseminated for the purpose of influencing the behavior of groups of people, particularly when undertaken on a government level. Because of the extensive use of radios, newspapers and other channels of communication for this purpose during wartime by government and military officials, \"propaganda\" is often associated with the influencing of behavior by governments rather than by private individuals. Perhaps the major difference between propaganda and publicity is the fact that the former may employ falsehoods freely and deliberately to achieve its purposes, while the latter is usually confined to factual statements and events. The media used tor the spreading of publicity may also be employed for propaganda. According to Marion Harper, Jr. in his article \"Finding the Facts\" which appeared in the Public Relations Handbook, the three basic effects of propaganda efforts are: 1\. To bring out heretofore vague attitudes (***crystallization***). 2\. To support existing opinion and prevents it to changing (***conservation***) and 3\. To sway opinion from one side to the other (***conversion***). **Personal Selling**. Personal selling is greatly helped in its task by advertising. However, a careful consideration of both would immediately show basic differences between them. First. personal salesmanship offers an informal,.personal, and oral presentation to an individual prospect. Advertising, on the other hand, offers a formal, impersonal, and printed presentation of a product or service to a group. Second, each sales interview must be more or less flexible designed to adapt to the individual prospect while each advertisement is generally in the form of a mass appeal. Third, personal salesmanship usually aims at a completed effect, at a complete cycle of persuasion that is expected to result in a favorable action on the part of the prospect, that is, to induce him to buy. Advertising very often aims only a partial effect ata favorable impression or at a clear explanation of some idea that is associated with a particular product or service and its use. Last, but not the least, personal salesmanship demands a high percentage of completed sales if it is to serve as an economical method of selling. As far as advertising is concerned, it merely serves as the advance force of salesmanship and its chief supporting force as well. The whole technique of advertising is highly specialized, and its direction and control justify an individualized function. **ADVERTISING AND THE CONSUMER** If advertising is to achieve its objective as an instrument of helping stimulate economic progress instead of representing sheer waste in terms of money, time and effort expended, it must be anchored on a thorough understanding of the consumer. Today, one cannot continue to produce products which consumers do not want or have no need and force them into the throats of unwilling victims. These, notwithstanding the use of advertising and the efforts of high pressure advertisements. Essentially, the goals of most consumer advertisements are often called the ***marketing objectives of advertising***. As such an advertising goal is defined as a \"a specific communication task to be accomplishment among a defined audience to a given degree in a given period of time\" Such definition is by Russel Colley, in his pioneering work \"***Defining Advertising Goals for Measuring Advertising Results\"*** who underscore the important role of the strategy behind advertisements and advertising campaigns revolving around the consumer. Successful advertising must be oriented toward the consumer. The advertiser must show how his products will be of value and of immense benefit to the consumer The consumer obviously is little interested in whether the seller makes a sale or not. Thus, in order to design better ads the advertiser must attempt to study what goes on the consumer\'s mind when he is exposed to the promises offered by the advertisements. A common feeling is that consumers are almost a captive audience for advertising messages - that they are exposed to them because they cannot help themselves. The idea behind this feeling is that, as the consumer views his favorite newspaper or magazine, the advertisements accompanying these communication media are absorbed through an osmosis-like process. They are there; the consumer is there; the advertising message penetrates the consciousness of the consumer. There is an element of truth in this picture, but the picture is distorted. This point of view fails to recognize that the consumer often seeks out advertising in an affirmative manner, that he pays attention to advertising, and that he welcomes it in many instances. For one thing, the consumer uses advertising as ***a source of information.*** In the search of various goods and services which go into the building of a satistfactory way of life for the individual and the family, the consumer particularly the housewife who usually has the purchasing responsibility - is faced with a conflicting variety of choices. She wishes to do the \"right\" thing, whether it has to do with clothing, home decorating, or family diet. Besides being ,a prime source of buying information, advertising is a ***time-saver*** for the consumer. When the housewife knows what she wants to buy she still has to know where to obtain it. Retail advertising informs her of the local source of supply for the product. Supermarket advertisements inform the consumef where the best \"specials\" are to be found: department stores advertise their current sales. In part, the consumer relies on advertising as an ***assurance of quality***. While some advertised products may be of inferior quality, it is fair to say that, in general, the contrary is true. Retailing advertising provide a framework for raising the level of consumer aspiration. The advertising man\'s responsibility is not to his employer or to the newspaper in which his advertising is to appear but rather the consumer. Truthfulness is necessary not only in statement but also in implication. And every advertisement adds to or detracts from the social being.