Tuesday 8 January 2019

What is advertisement?

Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.

Thus, ‘Advertising’ is a powerful communicating force & a vital marketing tool-helping to sell goods, services, images & ideas through channels of information & persuasion.

History of Advertising

Three forms of advertising were used prior to the time the printing press began to open the door to the development of modern mass communication media. Namely, Trademarks

Craftsmen used to place their individual marks on goods such as pottery & as the reputations of one particular artisan spread by word of mouth, buyers came to look for his distinctive mark.

Types Of Advertising

Standard Advertising

This type of advertising attempts to persuade us to purchase certain products & services.

The motive is to sell & to create in the consumer the need & desire for a product.

Primary & Selective demand Advertising

Primary demand advertising is designed to stimulate demand for a category of product. E.g. jute & products made from jute whereas, Selective demand is intended to stimulate demand for individual brands. E.g jute bags of a particular company.

Co-Operative Advertising

Co-operative advertising promotes products of two or more firms that share the cost of advertising.  E.g. A manufacturer and a few retailers may advertise for a product & share the cost of advertising.

Social Advertising

It is a type of public relations advertising & it as such has non-product, on-profit perspective. The main focus is on some matter of social importance.

Functions Of Advertising

  • Stimulate consumer attention to advertised brand.

  • To influence favorably the consumer’s perception of the advertised brand.

  • Facilitate consumer retention of the advertised brand.

  • Create favorable attitude towards the brand.

  • Generate search & purchase behavior towards the advertised brand.

Objectives of Advertising

Objectives of advertising can be broadly classified as:

  • Informative Advertising. It appears mostly in the introductory phase where the marketer is trying to introduce the product to the market.

  • Persuasive Advertising. It assumes importance in a competitive stage where a company’s objective is to build a demand for the product.

  • Reminder Advertising. It is of importance in the maturity stage of the product to keep the consumers think about the product.

Impact of Advertising.

Advertising has an important effect on a country’s economy, society, culture, and political system.

  • Economic Impact

  • Social Impact

  • Cultural Impact

  • Political Impact

Forms of Advertising

  • Media

  • Covert Advertising

  • Television Commercials

  • Newer media and advertising approaches

Global Advertising

Advertising has gone through five major stages of development: domestic, export, international, multi-national, and global. Four, potentially competing, business objectives. Three primary and fundamentally different approaches to the development of global advertising executions.

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