Advertising plays a very important part in modern business and industry. That is why it is becoming more and more technical and scientific every day.Through advertisement we bring some new thing or idea to the notice of the public. It is an art that requires great skill, tact and wisdom. Tradesmen, job seekers, employers, manufacturers, contractors and workers, all advertise according to their need. Moreover, it is the most economical and attractive way of capturing the market.
Advertising is a matter of common sense. It is economical, not only for the seller but also for the buyer. But for advertisement we could never understand the rates of the articles of common use such as cloth, soap, cigarettes and many other things that we buy everyday. On the one hand advertising increases the sale of an article, and on the other, it helps the consumer to make his selection without additional expenses.
Some of the recognized ways of advertisement in this modern age is Internet, newspapers, magazines, show cards, price lists, catalogues, and display boards. Posters, films, loudspeakers, prize coupons, crossword puzzles and hand bills also have their effect. It is also quite common to advertise through radio and television. Even aero planes are used for this purpose. Thus, the three essentials of advertisement i.e., immediate appeal, novelty of approach and directness decide the effectiveness of publicity.
Advertisement has some abuses as well. Some dishonest businessmen cheat simple people through their advertisements. Sometimes quite worthless goods have a ready market only because of publicity. This sort of advertisement is very injurious. Therefore, it is the duty of the government and the people to check such advertisements and to punish the offenders.
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