Advertising and Sales
Promotion
Revision Notes
Advertising: Advertising is
a paid form of mass
communication that consists of
the special message sent by
the specific person (advertiser
or company), for the specific
group of people (listeners,
readers or viewers), for the
specific period of time, in the
specific manner to achieve the
specific goals. Advertising
includes oral, written or audio-
visual message addressed to
the people for the purpose of
informing and influencing them
, to buy the products or to act
favourably towards idea or
institution.
Definitions:
(i) In the words of Philip
Kotler: “Advertising is any
paid form of non-personal
presentation and promotion
of goods, services or ideas by
an identified sponsor.”
(ii)According to Frank
Presbrey, “Advertising is a
printed, written, oral and
illustrated art of selling. Its
objective is to encourage
sales of the advertiser’s
products and to create in the
mind of people, individually or
collectively, an impression in
Promotion
Revision Notes
Advertising: Advertising is
a paid form of mass
communication that consists of
the special message sent by
the specific person (advertiser
or company), for the specific
group of people (listeners,
readers or viewers), for the
specific period of time, in the
specific manner to achieve the
specific goals. Advertising
includes oral, written or audio-
visual message addressed to
the people for the purpose of
informing and influencing them
, to buy the products or to act
favourably towards idea or
institution.
Definitions:
(i) In the words of Philip
Kotler: “Advertising is any
paid form of non-personal
presentation and promotion
of goods, services or ideas by
an identified sponsor.”
(ii)According to Frank
Presbrey, “Advertising is a
printed, written, oral and
illustrated art of selling. Its
objective is to encourage
sales of the advertiser’s
products and to create in the
mind of people, individually or
collectively, an impression in
