ROLES OF ADVERTISEMENT IN THE CONTEMPORARY BUSINESS SOCIETY

Authors

  • Kalveen Kaur Khanooja ASSTT PROFESSOR COMMERCE AND ANAGEMENT MATA GUJRI MAHILA MAHAVIDYALA JABALPUR

Keywords:

Marketing, Consumer Goods, Advertising, Pepsi, Coca Cola

Abstract

A glance at any newspaper will reveal hundreds of advertisements. Some are elaborate, full-page displays, while the majority is in the more economical classified sections. People and firms advertise for all sort of reasons. We can read about job vacancies, new products, people wanting to sell or purchase houses and cars, announcements of births and deaths, lonely hearts looking for partners, home services and many others. The list goes on, and expanding everyday. The uses of advertisements are undisputed. Large companies depend heavily on advertisements to make their products known to the consumers. These companies play a major role in the development of sports in our country. Without them acting as sponsors we would not be able to stage international sporting events.. Most magazines and periodicals survive because of advertisements. The people or firms that advertise provide the necessary finance to keep these magazines running. Both parties benefit. It is the same when people want to sell or buy houses, cars and other things. Through advertisements they can come in contact with people not normally met in normal daily life. Again the best buyers or sellers can be picked out and the most suitable bargains reached. In short advertisements enable people to widen their choices and chances in whatever they wish to obtain or discard. As useful as it is, advertisements are sometimes abused by unscrupulous people

References

Kapferer, J.-N. (1992), Strategic Brand Management, Free Press, New York, NY, pp38 1King, S. (1991),” Brand-building in the 1990s”, Journal of Consumer Marketing, Vol. 8 No. 4, pp.4-3-52; Parker, K. (1991),” Sponsorship — the research contribution”, European Journal of Marketing, Vol. 25 No.11 , pp.22-30; Wells, B. (1989), “ Branding, (part II), order out of chaos”, Marketing and Media Decisions, Vol. 24 No.6, pp. 99-100 1Aaker, Batra and Myers, “Advertising Management”, Fifth Edition, Prentice Hall of India

Baker, Erdogan and Tagg, 2001, “Selecting Celebrity Endorsers: The Practitioner’s Perspective”, Journal of Advertising Research, Vol. 41, No. 3, pp 39-58

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Published

2014-04-30

Issue

Vol. 3 No. 5 (2014): April 2014

Section

Articles

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