Advertising is often a type of mass communication using the public. It is almost always one sided i.e. from the company to the buyer/potential user from the product. It is a way of communication that typically tries to persuade the potential visitors to purchase or consume a greater portion of a specific model of product/services. As rightly defined by Bovee, “Advertising is the non-personal communication of info usually paid for and in most cases persuasive anyway about products, services or ideas by identified sponsors over the various media.”
Advertising an important tool of communication is use to advertise commercial products or services, it’s also used to inform, educate and motivate people about non-commercial issues including AIDS, Don’t drink and drive, Polio, Save water, electricity, animals and trees etc. “Advertising justifies its existence when used in the general public interest – it is much too powerful tool to make use of solely for commercial purposes.” – Related to Howard Gossage by David Ogilvy.
Advertising is most effective with products that can be differentiated from similar products according to consumer accepted quality difference. Tom Egelhoff has classified advertising in 6 types, i.e. for company image, name brands, advertising service as opposed to a product, business-to-business advertising, co-op advertising and public service advertising. Television, Radio, Cinema, Magazine, Journal, Newspaper, Gaming, Internet, Billboard, Transit Cards, Sandwich Board, Skywriting will be the different mediums utilized to provide you with the message. The companies find the method according to the cost, budget, target audiences along with their response. However, person to person advertising/ personal recommendations is definitely an unpaid method of advertising which could provide good exposure at minimum cost.
Various new varieties of advertising are growing rapidly. One of them is Social media Advertising. It is really an online advertising with a concentrate on social network sites and rehearse in the internet/ World Wide Web as a way to deliver marketing messages and attract customers. Another 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 one of the biggest issues yet to be addressed by Internet advertisers. All people have their eye on ‘privacy’ being a critical concern, but credibility will be a lot more enabling or disabling to website profitability. A firm could have a web site and, unless the manufacturer name is familiar, consumers have zero way of knowing maybe it’s a big company, small businesses, a genuine company, or perhaps a single scoundrel. I could bother about my personal data being disclosed in violation of my privacy, but I’m a lot more concerned about whether or not the person or company with whom I’m dealing is reputable. Can one believe their claims? Should i have a recourse if something is wrong with the merchandise? Credibility no longer is strictly a brick-and-morter issue. I am unable to judge someone by their office, when I conduct that business on the net. I cannot grasp help and look to their eyes to judge their veracity. Credibility is a huge issue.” – Jef Richard.
For any message to be effective ensure that it stays short, simple, crisp and straightforward to soak up. It is important 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 current scenario, almost all of the companies outsource their advertising activities to a advertising/ad agency the industry service business committed to creating, planning and handling advertising and often also performs other forms of promotion like public relations, publicity and purchases promotion for its client. Departments of the advertising agency includes: – The Creative Department (who creates an actual advertisement), Account Service (that is to blame for co-ordinating the creative team, your client, media along with the production staff), Creative Service Production (here the staff will be the individuals who have contacts with the suppliers of numerous creative media), Other department and Personnel. (like public relations). As said by David Ogilvy once that the relationship between a manufacturer with his fantastic advertising agency is nearly as intimate as the relationship from the patient and his doctor. Make certain you can life happily along with your potential client before you accept his account.
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