Definition of Advertising
Advertising involves the use of a sponsored, non-personal message or content for promoting or selling any product or service or for engaging the customer.
It is a form of marketing communication that is quite effective in optimizing the reach, presence, lead generation and sales of any product or service. Businesses need to be to the core while advertising honestly.
William “Bill” Bernbach, an American advertising creative director, emphasizes this factor of advertising and says-
“The most powerful element in advertising is the truth.”
In this post, we will dive deep into the world of Advertising to understand what it is, how it works, and what the critical ways of advertising are. So, let us get started right away-
Table of Contents
What is Advertising?
Advertising, this term is derived from the Latin word ‘advertiser’ meaning ‘to turn the mind to.’
Advertising is a way of communication. It is a marketing tool that carries a large number of messages about products or services, price, and so on. The advertisement is used to influence and inform people about any service or product in the market.
Advertisement is connected with TV, radio, banners, and newspapers.
Any means of communication can work for ads. In the 19th century, the pattern of advertising showed a definite change in the direction of hard selling.
Advertising received a boost with the growth of trade and commerce.
Advertising Agencies Association of India (AAAI) was founded in 1945.
It came to be recognized as a representative body if the profession with authority to represent its interests and problems.
It is a tactic which is followed by payment for the promotion of their products. Those promotional messages are termed as advertisements, also, ads.
The concept of Advertising can be defined as an initiative and an attempt to influence the purchase decisions and buying behaviors of the target market and customers through various marketing and promotional techniques.
The brand nowadays needs to curate, design, and execute effective Advertising campaigns to stand out from the competition in the market that is ever dynamic and fluid.
The firms need to have a 360-degree Advertising and marketing plan to set their cash registers ringing and accomplish their objectives of higher sales and high profits.
Right from using the traditional methods of promotion to opting for the digital mediums and social media channels that are the latest rage in today’s era; the firm needs to have an optimum and exhaustive Advertising plan in place.
Various methods of Advertising
#1 Print advertisements
Print advertisements are the most conventional and traditional ways of Advertising and are still considered as a vital marketing and promotional tool. Though, it is facing the heat and losing its pace owing to the various digital and social media channels.
But many of the prominent brands and companies in the various industry domains use Advertising as one of the crucial methods of Advertising for launching and promoting their products and services on a larger scale. They select popular newspapers, magazines, and periodicals to advertise their offerings and reach the target audience.
#2 Digital marketing
As mentioned in the earlier section, digital media and marketing initiatives are taking over the world of Advertising. Digital Advertising has become one of the fastest media to reach the target audience.
The reason for the increase of digital advertising is because we are are hooked on the various social media channels such as WhatsApp, Facebook, Instagram, LinkedIn, and more all day long. They are used for connecting, networking, dating, shopping, and more bringing in the change in our daily lives.
Some of the prominent and most famous means of digital Advertising are mentioned below:
- Instagram promotions
- Facebook promotions
- Google ad words
- Ad Sense
- Social Media Marketing
- SMS campaigns
- WhatsApp campaigns
- E-mailer campaigns
- Google promotions
- Banner Ads
- YouTube Promotions
- Retargeting and Remarketing
- Mobile Apps and more
#3 Television Commercials
Just like print advertisements, even television commercials are one of the most primitive and traditional ways to market and promote the product and service offerings. Plus they are also one of the most expensive tools of Advertising as the commercials are charged at a per ten seconds basis.
Majorly retail and FMCG brands opt for television commercials as they have a more extensive audience base to capture and target.
#4 Hoardings and Signages
Hoardings and Signage’s at the various locations of the target area and market that are prominent and worthy are taken by the companies on a monthly or quarterly basis to promote their product and service offerings.
They do not generate leads and sales most of the times and work as a hammering factor as a part of the 360 Advertising and marketing strategy.
#5 Mobile Vans
Mobile vans are the latest addition to the list of Advertising. They are like the mini version of the hoardings with the differences that they are quite nominal and come with the factor of mobility.
#6 Radio Advertisements
Radio ads are one of the most common methods of Advertising. And just like hoardings, it is not necessary that they generate leads and sales for the brand. But they have opted as a part of 360-degree marketing and Advertising campaigns and strategy.
The takeover of Digital Advertising
Over the last decade, the stream of Advertising has witnessed the changing dynamics of the market at a highly fast paced manner owing to the introduction of smartphones, social media, and digital marketing.
Hence, traditional means of Advertising such as print ads, TV ads, hoardings, and radio ads have taken a back seat with brands focusing on digital platforms as they are quite budget-friendly. Plus their reach is higher with measurable results and high conversion ratio.
Advertising optimizes Reach and Sales
Advertising is about promoting those products which can attract people and influence them to buy it. And it’s always about the presence- Although people might not be aware of it.
The advertisement uses every media, which is present in this era.
Explicitly talking about print, it can be promoted in the newspaper, journals, magazines, etc.
And other media are internet, press, direct selling, radio, mailers, sponsorships, and contests.
There are several different ways to promote any product or service. All these come under the same roof of advertisements. Audio, visuals (photo, videos) both can be used to advertise.
If a person wants to get his or her product advertised, then he/she should visit the advertising industry. There he/she can find different media. The person can choose according to the budget.
Some present various people have different purposes.
One can be an editor, a visualizer, brand managers, creative heads, researchers and many more. Each one of them has specified works.
A company willing to advertise their service or product can visit that place. Then, make them understand the structure, ideals, and values of their company. It will help the advertising agency visualize the image of your company even better.
The company can let them know the target audience. Further, the company works on themes and layout to communicate with the audience. Visuals and texts are added, and then they are consulted with the client. After their approval, the ad goes on the air.
What is the need for Advertising?
The purpose of advertising communication is to change the attitude of customers to look at the company’s product. And it can only be done with the help of advertisements.
Advertising communication is needed because
- A company needs to inform or announce people about their product.
- To help a seller directly sell customers who place an order along with cash in response.
- To inform a new pack.
- The informative advertisement has educational values. It gives the necessary explanation as to the use of the product and its benefit.
- To expand the market to new customers.
Here is a video by Marketing91 on What is Advertising?
Components of Advertising Campaigns
Although everyone is aware of ads bit the reason for them being effective takes a lot of effort. Promoting messages are designed to attract and inform customers to purchase the company’s product.
And to make this look good, the advertising agencies work hard in designing a perfect for their clients. Some components are settled before initiating-
The first thing which should grab the attention of the customer. One can’t just put anything irrelevant in the caption. It is the key-attraction of advertisements.
The next thing which is going to be an attention seeker is sub-heading. Not every headline clarifies the target of its product. Therefore, we need sub-heading to explain the goal of the product. It is more like a subtitle of the book.
The main section of any news or ad is their body. It has all the relevant information which should be known by the customer. The product services and its attributes are to be discussed inside the body of any advertisement. Be it the benefits of any particular feature it possesses. Everything is to be highlighted in this part of the ad.
One can add an image to this advertisement. It is the most pleasant thing about ads. People get attracted to visuals as compared to writings. Often people try to evaluate of judge the product through the image associated with the ad. Therefore, illustrating it is essential.
Finally, the last step to moving forward and promote your ad on different media. It can be done by visiting a website or texting a number that can help. Associate with this medium to promote your advertisement.
Characteristics of Advertising
- The field of Advertising requires the brand or the company to pay for creating the ad for the specific media platform and to buy the slots for the same.
- It is one of the most vital and crucial tools of marketing and promotion of the product and service offerings by the firm.
- The concept of Advertising is a one-way or a single way of communication wherein the brands communicate with their target audience through the various media and marketing platforms.
Advantages of Advertising
- It helps the firm to enhance its brand equity and market share.
- Helps the firm to reach its target customers in the most effective and efficient manner
- It helps the firm to launch its new offerings of products and services amidst much fanfare and galore.
- It helps the firm to gain a competitive edge and advantage in the market.
- It educates the customer about the brand’s offerings, journey, and history.
- It helps the firm to attain its sales targets and rake higher profits.
Advertisement is the best way of promotion, as it expands the production rate and sale of any product.
There are certain things to be kept in mind before advertising.
One should be clear on the target audience and what special they have for their audience. It can help them create a better advertisement, be it in any form either audio or visual.
One thing is about copying. Never copy any style or dialogue if you’re to advertise. It can create a wrong impression that is plagiarism.
The rest of the things are perfect if you create new content. Try to be creative and attractive in conveying the message through advertisement.
While talking about the importance of content in advertising, David Ogilvy, a British Advertising Tycoon says-
“What decides consumers to buy or not to buy is the content of your advertising, not its form.”
So, make sure you pay attention to these tips while creating your advertising campaign.
What are your thoughts about the critical features of an advertising campaign? Share your views with us in the comments below.
Liked this post? Check out the complete series on Advertising