What is Advertising

The word 'advertising' in English is derived from the Latin word "adverteve" that mean to turn on attention. In traditional sense, advertising was believed attempting to persuade people to purchase a good or a service. For example, in early phase advertisement were most frequently announcements of goods on hand. Latter day marketers see advertising as a part of an overall promotional strategy.

           Evidence of advertising can be found in culture that existed thousand of year ago. In fact, the origin of advertising should be traced back to the beginning of commerce though it was primitive in form and practiced. Here we discuss the history of advertising in Nepal. The modern form of advertising is a borrowed concept in Nepal. Nepal being a rich country in tradition should have her own version of advertising culture but there are no publicly available studies on the evolution of ad in Nepal. The history and evolution of advertising in Nepal can be viewed between two period of time depending on the evolution of mass media in the country.

           Advertising can be understood from different perspective. First, it is a special type of communication process. It encompasses all the element of communication process. All the characteristics applied to any communication process are applied in case of advertising too. Second, it is associated with a special kind of mass media content called 'advertisement". Third, it is associated with a specific kind of profession: the profession of Advertising agencies. Moreover, it has become a discipline of knowledge.

       The advertising enterprise is inseparable part of our society. Advertising has been fairly institutionalized and become increasingly global phenomenon. Thousands of advertising agencies are therefore for helping to create and place advertisement in a variety of media. Advertising spending worldwide now exceeds billion per year. Ad message are targeted beyond the borders more than ever before. The growth of multinational corporation and falling trade barriers have encouraged corporation advertising their products globally.

        The rise of Advertising in contemporary society is associated with the rise of concept of marketing. Marketing has become an integral part of contemporary business. Just like other business almost every media house has looked to the marketing concept as a means to survival or improved profits. Recognizing the increasing importance of the marketing, media professional have already started to be heavily committed to marketing .It is to note that an effective marketing program blends all of the marketing mix element including advertising into a coordinated programs designed to achieve the company's marketing objectives.