ADVERTISING

What is advertising?

 Advertising refers to the promotion of goods services, companies and ideas through medium usually by an identified sponsor or agent.

Advertising is the concept of communicating a message about goods and services to a customer. Advertising is done using various media like TV, print, radio online, outdoor etc. Whereas advertisement is show cased showing the value to the customer. "Advertising is one of the most critical components of marketing".

·         Advertising is paid form of non- personal communication that promotes an idea, goods and services.

·         Advertising are common message which tries to inform/reach people who might be willing to buy the product by applying them to buy it.

·         Every advertisement seeks to very specific message about a team or an idea.

·         Advertising involves different type of media and a variety of techniques.

·         Newspaper, magazine radio, television and internet are some of the media that carry various advertisements.digital marketing 

 


Components of advertising:-

Advertising can be broadly broken down into four major components:-

1) Advertising strategy- focuses on the message, segment to be targeted and his budget.

2) Advertising media- choosing the most appropriate advertising channel, medium or media to reach out the customer example TV radio by Google add etc.

3) Creative ideas- this is the idea message or the visual which can be made to attract the customer.

4) Creative execution- the final advertisement created based on the creative ideas.

 

Features of advertising:-

1) Paid form - company has to pay for advertising of its product/ service.

2) Impersonality- no face-to-face contact between customer and advertiser.

3) Identified sponsor- advertisement is given identified company or from an individual.

4) One way communication- messages can move only from market to customer.

5) It can be express in oral written or visual form.

6) communicate information about a particular product and service or brand (including announcing the launch of a product where to purchase it and how to use it.)

7) Persuade people to buy the product.

8) Keep the organisation in public age. (called institutional advertising).

 

Types of advertising media:-

Advertising is a message exercise for any company. There are many option where ads can be show throw an advertising medium. Companies after use all the media available to do a 360 degree branding. Some different type of advertising media used by companies are TV, radio, print online, outdoor, mobile etc.

 

Advertising can be categorised into below three types:-

1) Commercial advertising

·         Commercial advertising is done primarily to promote product and services.

·         It uses a variety of media from this purpose.

·         Billboards, magazines, newspapers, radio broadcast, Cinema, TV channels, bus stop, sides of buses and trains, platforms, the reverse of ticket and receipt and so on.

 

2) Social advertising

·         The advertising techniques used to promote commercial goods and services can also be used to form educate and motivate the public about non-commercial issues, such as human equality, health hygiene, energy conservation, deforestation and so on.

·         Such advertising is called social or public service advertising.

·         Social Institutions including religious and voluntary organisation use advertising to communicate certain message to the public.

·         This may include message of Faith, competition and service, charity towards the needy, health, education, patriotism and tolerance and so on. 

·         Through constructive and helpful messages social advertising attempts to educate and motivate people.

3) Political advertising

·         Political advertising is one of the means by which political parties, candidates and other socially active group reach out to people, especially during the time of election.

·         Political ads communicate political is issues to the public.

·         There can be either to give people to elect a candidate in the election, or to promote a set of Ideas or policies.

Importance of advertising

Several companies are producing goods and products which are essential or critical for a customer to fulfil their needs. However with tremendous competition and Limited span of attention for a customer, it becomes difficult for a customer to know about a product or service. Hence advertising plays an important role in communicating the value proportion of a company offering to the customer. An advertisement clearly highlights the product/service, it’s utility and also builds a connect with customer. Advertising and Marketing a brand in able to reach out, teach about the product and ensure that the customer is aware about the company. All these things can influence the buying behaviour of a customer.

 

There is a considerable variation in the spending on advertisements by different firms in an industry and across Industries. Fields in FMCG industry spend quite a lot on advertisements while fields in automobile industry spend less will stop the levels of advertisements have their impact on sales. But sings advertisements are costly their effectiveness should be carefully monitored.

 

These companies have dedicated teams and manager who look after the advertising strategy of a company. The role of this employee is to have an advertising plan, allocate an advertising budget and are advertising campaign and ensure that the ads reaches out to as many customer as possible.

 

Technique of advertising

ü  Repetition - some advertisers simply attempt to make people remember the brand name through repetition.

ü  Bandwagon - through a suggestion that the product is widely used, advertiser try to convey buyers to get on the bandwagon or miss out.

ü  Testimonials - advertisers often attempt to promote their products through the recommendation of actual users, experts or both.

ü  Appeal to emotion - appeal to emotion is obtained by charitable organisation.  Appeals to fear and emotion are often used in public service messages and products.

ü  Pressure - by attempting to make people choose quickly and without long concentration some advertiser hope to make Rapid sales.

ü  Association - advertiser try to associate their product with some desirable images in order to make it seem quickly desirable. The use of attractive models and picture landscapes is common.

ü  Advertising slogans - some advertiser use catchy slogans to attract the the customers.

 


Brand building

Effective advertising increases the demand for a product and brand this is call brand building.

Brand franchise

Once the brand is well stabilized it enjoy the ability to drop customer even without further advertising and it is said to have a brand franchise.

 

Advertising and regulations

Ø  There is nothing good or bad about advertising as such.

Ø  It is a tool that can be used in both ways.

Ø  While it can give beneficial results, it can also impact individuals and Society negativity.

Ø  There have been a force by the government to protect Public Interest by regulating the content and the reach of advertising, the ban imposes on advertising tobacco and alcohol on television.

Ø  Advertising can play an important role in the process of Human Development.

Ø  Advertising can brighten up our life simply by being witty, tasty and entertaining.

Also read - Investment and its types