What is advertising? Describe its objectives.

Advertising — According to Philip Kotler, "Advertising is any form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor." It involves preparation of oral or visual messages and their dissemination through paid media for the purpose of making people aware and favourably inclined towards a product, service, idea, or organisation.

Objectives of Advertising:

1. To Introduce New Products — Producers advertise to inform customers about the availability of a new product and its salient features, creating demand for it.

2. To Sustain Demand for Existing Products — Advertising aims at maintaining demand for an existing product in the face of growing competition by informing consumers about new uses, improvements, and benefits.

3. To Build Brand Preference — Repeated advertisements are used to develop preference for a particular brand. Brand loyalty helps to yield repeat sales in the long run.

4. To Eliminate Middlemen — Businessmen use advertisements to send their messages far and wide, establishing direct contact with customers and reducing prices.

5. To Educate Consumers — Advertising educates consumers in better living and the proper use of products, helping increase the utility of products.

6. To Support Dealers — Advertising assists dealers and salespersons by informing consumers and paving the way for the salesman's visit.

7. To Build Goodwill — Regular advertisements help create a good impression in the minds of customers, building the reputation of the enterprise.