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Advertising As A Tool Of Communication
Advertising is a way of mass communication with the public. It is usually one party ie from the company to the buyer/user of the product. It is a type of communication that tries to persuade potential customers to buy or consume more of a brand’s products/services. As defined by Bovee, “Advertising is a non-personal communication of information usually paid for and often convincing in nature about products, services or ideas by known sponsors through various media.”
Advertising is an important tool of communication used to promote products and business services, it can also be used to inform, educate and motivate the public about non-commercial issues such as AIDS, Do not drink and drive, Polio, save water, electricity, animals and trees etc. “Advertising justifies its existence when used in the public interest – it is a much stronger tool to use only for financial purposes.” – Attributed to Howard Gossage by David Ogilvy.
Advertising is most effective with products that can be differentiated into similar products based on the quality difference received by the consumer. Tom Egelhoff has divided advertising into 6 types, i.e. for corporate image, name brands, advertising service versus product, business-to-business advertising, co-op advertising and general service advertising. Television, Radio, Cinema, Newspaper, Newspaper, Video Game, Internet, Billboard, Transit Cards, Sandwich Board, Skywriting are different mediums used to send message. Companies choose the method according to the price, budget, target audience and their responsiveness. However, word of mouth advertising/personal recommendations is an unpaid form of advertising which can provide good exposure at a minimal cost.
A variety of new ads are growing rapidly. One of them is Social Network Advertising. It is online advertising with a focus on social networking sites and the use of the internet/world wide web in order to deliver marketing messages and attract customers. Others include E-Mail advertising; Email marketing is often known as “email opt-out advertising” to distinguish it from spam. “I believe that ‘trust’ is one of the biggest issues yet to be faced by Internet advertisers. Everyone has their eyes on ‘privacy’ as an important concern, but trust will be more powerful or become disabled to the game website. A company can have. Web search and, unless the brand name is familiar, customers have no way of knowing whether it is a large company, a small company, an honest company, or a scam. My privacy, but I’m most concerned about whether the person or company I’m dealing with is reputable or not, can I trust their questions? I can’t judge someone about their business, when I do business that on the Internet, I can’t hold a hand and look at their eyes to do justice to it. credibility is a big problem.” – Jeff Richard.
For a message to be effective keep it short, simple, crisp and easy to draw. It is important to translate the products/services offered to a meaningful customer benefit through advertising and to build awareness and generate feedback. REMEMBER: – THE AIDA MODEL – ATTENTION, INTEREST, LOVE AND WORK.
In today’s scenario, most of the companies outsource their advertising services to an advertising/advertising agency which is a service business dedicated to creating, planning and maintaining advertising and sometimes also doing other types of promotion such as public relations, advertising and sales promotion for your customers. Advertising agency departments include: – Creative Department (who actually creates the ad), Accounts Department (who is responsible for coordinating the creative team, clients, media and production staff), Production Department (where the employees find people who has contacts with the providers of various creative media), Other Departments and Personnel. (such as civil partnerships). As David Ogilvy once said that the relationship between a manufacturer and his advertising agency is almost like the relationship between a patient and his doctor. Make sure you can live happily with your prospective client before accepting your account.
Therefore, I will conclude by the famous words of Bruce Barton (1955), “Advertising is the essence of democracy. A poll goes on every minute of the business day across the aisles of hundreds of thousands of stores and shops where customers are. state their preferences and decide which manufacturer and product will be the leader today, and which will lead tomorrow.”
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