Advertising is often a form of mass communication together with the public. In most cases one sided i.e. in the company to the buyer/potential user with the product. It is just a way of communication that typically endeavors to persuade the possible visitors to purchase or consume really a certain label of product/services. As rightly defined by Bovee, “Advertising will be the non-personal communication of data usually paid for and usually persuasive as the name indicated about products, services or ideas by identified sponsors through the various media.”
Advertising an important tool of communication is use to promote commercial services and goods, it can be used to inform, educate and motivate the general public about non-commercial issues including AIDS, Don’t drive drunk, Polio, Save water, electricity, animals and trees etc. “Advertising justifies its existence when found in people interest – it can be much too powerful tool to work with solely for commercial purposes.” – Due to Howard Gossage by David Ogilvy.
Advertising is most effective with products that might be differentiated from similar products determined by consumer accepted quality difference. Tom Egelhoff has classified advertising in 6 types, i.e. for company image, big brands, advertising service rather than a product, business-to-business advertising, co-op advertising and public service advertising. Television, Radio, Cinema, Magazine, Journal, Newspaper, Computer game, Internet, Billboard, Transit Cards, Sandwich Board, Skywriting will be the different mediums accustomed to deliver the message. The businesses choose the method based on the cost, budget, target audiences along with their response. However, word of mouth marketing advertising/ personal recommendations can be an unpaid kind of promotion which may provide good exposure at minimum cost.
Various new varieties of advertising are growing rapidly. One of these is Social Networking Advertising. This is an internet marketing having a target social media sites and use with the internet/ Net as a way to deliver marketing messages and attract customers. The other is E-Mail advertising; E-Mail Marketing is frequently referred to as “opt-in-email advertising” to tell apart it from spam. “I believe ‘credibility’ is among the biggest issues not yet been addressed by Internet advertisers. People have their eye on ‘privacy’ being a critical concern, but credibility will probably be far more enabling or disabling to website profitability. A firm could have a website and, unless the company name is familiar, consumers have zero way of knowing maybe it’s a big company, your small business, a genuine company, or perhaps a single scoundrel. I’ll bother about our data being disclosed in violation of my privacy, but I’m far more concerned with set up company or person with whom I’m dealing is trustworthy. May i believe their claims? Should i have a recourse if something is wrong with all the merchandise? Credibility will no longer is strictly a brick-and-morter issue. I cannot judge someone by their place of work, once i conduct that business on the net. I cannot grasp aid and appear into their eyes to judge their veracity. Credibility is a large issue.” – Jef Richard.
For any message to function maintain it short, simple, crisp and easy to take in. It is essential to translate the products/services offer into meaningful customer benefit by advertising and also to build awareness and generate response. REMEMBER: – THE AIDA MODEL -ATTENTION, INTEREST, DESIRE AND ACTION.
In the modern scenario, most of the companies outsource their advertising activities to a advertising/ad agency the industry service business focused on creating, planning and handling advertising and often also performs other styles of promotion like public relations, publicity and sales promotion for the client. Departments with the advertising agency includes: – The Creative Department (who creates a real advertisement), Account Service (that’s responsible for co-ordinating the creative team, your client, media and the production staff), Creative Service Production (here the workers will be the those who have contacts with all the suppliers of various creative media), Other department and Personnel. (like advertising). As said by David Ogilvy once that this relationship from the manufacturer and the advertising agency is nearly as intimate because relationship between a patient and his awesome doctor. Make sure that you can life happily with your potential client prior to deciding to accept his account.
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