Advertising is really a way of mass communication using the public. It will always be one sided i.e. from your company towards the buyer/potential user in the product. It is just a type of communication that typically efforts to persuade the potential people to purchase or consume really a certain label of product/services. As rightly based on Bovee, “Advertising is the non-personal communication of knowledge usually paid for and in most cases persuasive as the name indicated about products, services or ideas by identified sponsors from the various media.”
Advertising a crucial tool of communication is use to market commercial products and services, it can also be accustomed to inform, educate and motivate people about non-commercial issues like AIDS, Don’t drink and drive, Polio, Save water, electricity, animals and trees etc. “Advertising justifies its existence when found in the general public interest – it’s much too powerful tool to make use of solely for commercial purposes.” – Attributed to Howard Gossage by David Ogilvy.
Advertising is ideal with items that may be differentiated from similar products depending on 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, Video Game, Internet, Billboard, Transit Cards, Sandwich Board, Skywriting will be the different mediums used to give you the message. The companies find the method in accordance with the cost, budget, target audiences as well as their response. However, word of mouth marketing advertising/ personal recommendations can be an unpaid method of advertising which may provide good exposure at minimum cost.
Various new forms of advertising are increasing rapidly. One of these is Online community Advertising. It is really an web marketing having a target social media sites and use with the internet/ Web to be able to deliver marketing messages and attract customers. One other is E-Mail advertising; E-Mail Marketing can often be known as “opt-in-email advertising” to distinguish it from spam. “I believe ‘credibility’ is probably the biggest issues not addressed by Internet advertisers. All of us have their eye on ‘privacy’ like a critical concern, but credibility will likely be much more enabling or disabling to website profitability. A company can have a website and, unless the manufacturer name is familiar, consumers have zero means of knowing it could be a big company, a small company, a genuine company, or perhaps a single scoundrel. I might concern yourself with our data being disclosed in violation of my privacy, but I’m a lot more interested in get the job done person or company that I’m dealing is honest. Can I believe their claims? Can i have a recourse if something is wrong using the merchandise? Credibility not is just a brick-and-morter issue. I can not judge someone by their place of business, after i conduct that business online. I am unable to grasp support and appear inside their eyes to gauge their veracity. Credibility is a large issue.” – Jef Richard.
For a message in order to work keep it short, simple, crisp and easy to soak up. It is important to translate the products/services offer into meaningful customer benefit by advertising and 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 with an advertising/ad agency the service business focused on creating, planning and handling advertising and frequently also performs other forms of promotion like pr, publicity and purchasers promotion due to the client. Departments from the advertising agency includes: – The Creative Department (who creates a real advertisement), Account Service (who is in charge of co-ordinating the creative team, the customer, media along with the production staff), Creative Service Production (here the staff are the folks who suffer from contacts with the suppliers of varied creative media), Other department and Personnel. (like advertising). As said by David Ogilvy once the relationship between a manufacturer and his advertising agency is almost as intimate as the relationship from a patient and his awesome doctor. Ensure that you can life happily using your prospective client before you accept his account.
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