In India, advertising, as a potent means of Sales Promotion, was accepted hardly three decades ago. This delay is obviously attributable to its late “industrialisation”.

But today, India too has emerged into an industrial country, giving boost to “advertisements” that appear regularly, in local and national newspapers, magazines, periodicals,TV etc.,

These days, people use “Advertising” in various walks of life, Manufacturers use large-scale advertising for impressing people with the utility of their products. Businessmen advertise inviting individuals to invest money in their concerns.

Employers advertise for application for various vacancies in their companies for selecting the best of the applicants.The unemployed persons advertise their readiness to serve. In this manner,”advertising” has become indispensable, in modern life.   

  The present era is of mass production and mass distribution. Similar products are taken to the market. This involves stiff competition among the producers. Many firms adopt the vigorous means to maintain their existence in the market, as there are many substitutes in the market. This tendency is a struggle for the producers for their survival in the modern business world.

All businessmen aim to make profit by increasing the sales at a renumerative price policy. When we manufacture good quality products or offer expert services, these must be known to the public.

For  this, mass  communication is needed as the population is great or the market area is wide. We can adopt sales promotion and advertising as tools to mobilise the marketing  machinery.

In the present business world, suitable publicity is done through advertising, which is adopted by commercial and industrial undertakings  and  almost  all types of concerns. Therefore advertisement  is a method of publicity.