What are the objectives of advertising Class 7

Chapter List

• Features of advertisement
• Brand value
• Social value
• Influence of advertising

Advertising is an integral part of marketing. Because of cut-throat competition in present times, good advertising is inevitable. We see a number of advertisements on TV, newspapers, billboards on streets, etc. Many advertisements come on radio as well. Even buses, taxis and rickshaws carry advertisements on them. The internet which is an inseparable part of our lives today also has many advertisements popping up on different websites.

• They help in drawing our attention to the product advertised.
• They describe the positive aspects of the product so that people become keen to buy them.

The term branding in layman's terms refers to stamping a product with a particular name or sign. Advertising mainly involves building brands. The main purpose of branding is to differentiate it from other products in the market. Since there are a range of products available in the market, making one's product stand out in the eyes of customer, is very crucial. This is done by branding of products.

Example of Branded Pulse

Pulses, commonly known as daals, are generally sold loose in the market. We know daals by their types like urad daal, tuar daal, moong daal etc. These are types of daal and not brand names of daal. When a type of daal is packed and put in a packet by a company, it has to be given a special name. The name should be catchy. This naming is done so that the customers do not get confused the particular daal with the daal that is sold loose. An example of a branded daal is Golden Harvest Tuar Daal.

This naming of the product tuar daal with the brand name Golden Harvest is an example of branding.

Simply branding a product i.e. giving it a name is not enough. It in itself does not convince people to buy the product. It, at the outset, differentiates the product from the unbranded products. But there are a number of brands available in the market. It is very important to differentiate one brand from another. This is where the role of advertising comes in. Advertising helps in

• Differentiating the product from that of the competitors.
• Convincing people to buy the concerned product.

Building brand values

Advertisers project the special values for their brand so that their brand is given preference over others. For example, one brand of daal can be highlighted as being healthy for our kids and the other brand can be highlighted as serving guests well. Both these aspects: health of kids and serving guests well are used by brands to create brand values. These brand values are conveyed by way of visuals and words.

Use of good visuals and words create a positive image of the product in the minds of people and make the product appealing.

Advertisements have a significant place in our social and cultural life. We discuss the advertisements we watch/hear or read and also tend to judge people based on the brand of products they use. In fact some products are remembered purely in terms of the words or visuals used in their advertisements.

Influence of advertisements

Branded products cost much more than the products that are sold loose/ non-branded ones. This is because of the cost incurred in packaging and advertising.

For example, the Golden Harvest tuar daal mentioned above is manufactured and packaged by Future Agrovet Ltd. Because of higher costs, many people cannot afford branded products. Advertisements have a miraculous role in changing the thinking and preferences of the people. Over a period of time, people will start thinking that the daal (for example) that comes in a sealed packet is much better than the ones sold loose. They will be persuaded to buy packaged daals only. Though, in reality there is little difference between branded daal and daals that are sold loose.

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Advertising is the best way to communicate to the customers. Advertising helps informs the customers about the brands available in the market and the variety of products useful to them. Advertising is for everybody including kids, young and old. It is done using various media types, with different techniques and methods most suited.

Let us take a look on the main objectives and importance of advertising.

Objectives of Advertising

Four main Objectives of advertising are:

Let’s take a look on these various types of objectives.

1. Trial: the companies which are in their introduction stage generally work for this objective. The trial objective is the one which involves convincing the customers to buy the new product introduced in the market. Here, the advertisers use flashy and attractive ads to make customers take a look on the products and purchase for trials.
2. Continuity: this objective is concerned about keeping the existing customers to stick on to the product. The advertisers here generally keep on bringing something new in the product and the advertisement so that the existing customers keep buying their products.
3. Brand switch: this objective is basically for those companies who want to attract the customers of the competitors. Here, the advertisers try to convince the customers to switch from the existing brand they are using to their product.
4. Switching back: this objective is for the companies who want their previous customers back, who have switched to their competitors. The advertisers use different ways to attract the customers back like discount sale, new advertise, some reworking done on packaging, etc.

Basically, advertising is a very artistic way of communicating with the customers. The main characteristics one should have to get on their objectives are great communication skills and very good convincing power.

Importance of Advertising

Advertising plays a very important role in today’s age of competition. Advertising is one thing which has become a necessity for everybody in today’s day to day life, be it the producer, the traders, or the customer. Advertising is an important part. Lets have a look on how and where is advertising important:

1. Advertising is important for the customers

Just imagine television or a newspaper or a radio channel without an advertisement! No, no one can any day imagine this. Advertising plays a very important role in customers life. Customers are the people who buy the product only after they are made aware of the products available in the market. If the product is not advertised, no customer will come to know what products are available and will not buy the product even if the product was for their benefit. One more thing is that advertising helps people find the best products for themselves, their kids, and their family. When they come to know about the range of products, they are able to compare the products and buy so that they get what they desire after spending their valuable money. Thus, advertising is important for the customers.

2. Advertising is important for the seller and companies producing the products

Yes, advertising plays very important role for the producers and the sellers of the products, because

3. Advertising is important for the society

Advertising helps educating people. There are some social issues also which advertising deals with like child labour, liquor consumption, girl child killing, smoking, family planning education, etc. thus, advertising plays a very important role in society.

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Understanding Advertising Class 7 Notes Social Science Civics Chapter 7 SST Pdf free download is part of Class 7 Social Science Notes for Quick Revision. Here we have given Understanding Advertising Class 7 Civics Chapter 7 Notes.

Understanding Advertising Class 7 Notes Social Science Civics Chapter 7

Advertisements draw our attention to various products, describing them positively so that we become interested in buying them. Advertisements are found in several forms: Print and electronic media as well as in hoarding or on taxis.

Building Brands and Brand Values

• Advertising is all about building brands. At a very basic level, branding means stamping a product with a particular name of the sign. Products have an associating brand value with which the consumer associates themselves.
• For example, there are many soaps but every company will have to give the soap a different name, by doing this, they create another brand of soap.
• Through advertisements, the company uses visuals and images to create a brand value for their product such that the products may create an impression in the customer’s mind.

Brand Values and Social Works

• Advertisements play an important role in social and cultural life.
• Branded products are costly but companies link them to style, design, etc. such that people tend to buy them.
• Advertisements appeal to personal emotion of people which induce people to buy the products.

How Does An Advertisement Get Made

• Advertising plays an important role in making a brand name.
• Advertising is normally made by advertising agencies which help in devising a marketing strategy.
• Making an advertisement involves a high cost.
• Campaigning is done carefully by the companies to promote their products.

Advertising and Democracy

• Advertising a product costs a lot of money. Small manufacturers are not able to compete in the market.
• It makes us believe that things that are packaged and have a brand name are far better than things that do not come in packets.
• Democracy is based on equality. Sometimes advertisements confuse the customers and influence their thinking. As citizens of a democratic country, people should understand that they can take a better decision about whether they wish to buy a product or not.

All of us are very much familiar with advertisements or ads. It is because we see advertisements everywhere—on television, on street walls, in newspapers, etc.

Advertisements draw our attention to various products and describe them positively in order to impress us.

Advertising is all about building brands. Branding actually means stamping a product with a particular name or sign in order to differentiate it from other products in the market.

Only branding a product is not enough because there are many brands of the same product available in the market. This creates tough competition for the manufacturers. They have to convince us that their products are better than the others. And at this juncture advertising comes in. It plays a crucial role in trying to convince us to buy a product that is advertised.

But when a similar product under different brand names is advertised, it creates confusion for the consumers. They fail to decide which one they should buy.

The advertisers are aware of this. Therefore, they begin claiming certain special values for their brand. In this way, they try to differentiate it from other similar product. These brand values are conveyed through the use of visuals and words to give us an overall image that appeals to us.

Advertisements have become a part of our social and cultural life.

All of us watch advertisements with great attention. Most of us discuss them and often judge people according to the brand products they use.

Advertisements influence our life to a great extent.

Branded products are costly because they include the costs of packaging and advertising. It is therefore, many people cannot afford them.

Those who manage to buy them feel exalted but those who fail to buy feel depressed.

We must be aware of the fact that there is little difference between things sold in packets and those sold loose.

Advertisements often target our personal emotions. By linking our personal emotions to products, advertisements tend to influence the ways in which we value ourselves as persons.

Our cricket heroes and film stars advertise several products. We often feel tempted to buy these products.

Advertisements often show us images of the lifestyles of rich people and seldom show us the real-life situation.

Advertisements aim to get people to buy a particular brand. This means that often we see an advertisement we should want to buy the brand.

The persons who make advertisements decide on what images, text and personal emotions to use to sell the product.

Advertising a product is a costly affair. It is therefore only large companies can advertise.

Small business cannot afford the cost of advertisement and therefore they sell their products in weekly markets and neighborhood shops.

Product: A thing or a service that has been made for sale in the market.

Brand: A special identification or name that is associated with a product.

Branding: Stamping a product with a particular name or sign.

Manufacturer: One who is associated with the production of a thing or things.

Advertisement: Advertisement is a visual and verbal representation to provide a product among the masses.

Consumer: The person for whom the goods or products have been made and who pays money to buy and use them.

Lifestyle: The way of living.

Social Advertisements: These are made by the State or private agencies that have a larger message for society.

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