Advertising as a communication tool
Advertising is a form of mass communication with the public. It is usually unilateral, that is, from the company to the potential buyer / user of the product. It is a form of communication that normally tries to persuade potential customers to buy or consume more than one particular brand of products / services. According to Bovee’s correct definition, “Advertising is the non-personal communication of generally paid and generally persuasive information about products, services or ideas by identified sponsors through the various media.”
Advertising, an important communication tool, is used to promote commercial goods and services, it can also be used to inform, educate and motivate the public on non-commercial topics such as AIDS, Do not drink and drive, Polio, Save water, electricity. , animals and trees, etc. “Advertising justifies its existence when it is used in the public interest; it is too powerful a tool to be used solely for commercial purposes.” – Attributed to Howard Gossage by David Ogilvy.
Advertising is most effective with products that can be differentiated from similar products based on the difference in quality accepted by the consumer. Tom Egelhoff has classified advertising into 6 types, that is, for company image, name brands, advertising service in place of a product, business-to-business advertising, cooperative advertising and service advertising. public. Television, Radio, Cinema, Magazine, Magazine, Newspaper, Video Game, Internet, Billboard, Transit Cards, Sandwich Board, Skywriting are the different media used to convey the message. Companies choose the method based on cost, budget, target audiences, and their response. However, word of mouth / personal recommendation advertising is a form of free advertising that can provide good exposure at minimal cost.
Several new forms of advertising are growing rapidly. One of them is advertising on social networks. It is an online advertisement with a focus on social networking sites and the use of the Internet / World Wide Web to deliver marketing messages and attract customers. The other is email advertising; Email marketing is often referred to as “optional email advertising” to distinguish it from spam. “I think ‘credibility’ is one of the biggest issues that internet advertisers have yet to tackle. Everyone has an eye on ‘privacy’ as a fundamental concern, but credibility will be much more enabling or disabling for the website profitability. A business may have a web presence, and unless the brand name is familiar, consumers have no way of knowing whether it is a large business, small business, honest business, or a single scoundrel. I may be concerned that my personal data will be disclosed in violation of my privacy, but I am much more concerned if the person or company I am dealing with is reputable. Can I believe their claims? Will I have a recourse if something is wrong with the merchandise? Credibility is no longer strictly a brick and mortar issue. I can’t judge someone by their workplace, when I do that business on the internet. hold a hand and look into their eyes to judge their veracity. Credibility is a big issue. “- Jef Richard.
For a message to be effective, keep it short, simple, crisp, and easy to digest. It is essential to translate the product / service offering into a significant benefit for the customer through advertising and raising awareness and generating response. REMEMBER: – THE AIDA MODEL – ATTENTION, INTEREST, DESIRE AND ACTION.
In the modern scenario, most of the companies outsource their advertising activities to an advertising / advertising agency which is a service company dedicated to the creation, planning and management of advertising and sometimes also conducts other forms of promotion such as relationships. publicity, advertising and sales promotion for your clients. customer. The departments of the advertising agency include: – The creative department (which creates an actual ad), the account service (which is responsible for coordinating the creative team, the client, the media and the production staff), the creative service production (here the employees). are the people who have contacts with the providers of various creative media), Other department and Personnel. (like public relations). As David Ogilvy once said, the relationship between a manufacturer and its advertising agency is almost as intimate as the relationship between a patient and their doctor. Make sure you can live happily with your prospect before accepting their account.
Therefore, he would conclude with the famous words of Bruce Barton (1955): “Advertising is the very essence of democracy. Every minute of the business day there are elections at the counters of hundreds of thousands of shops and businesses where customers express their preferences and determine which manufacturer and which product will be the leader today and which will be the leader tomorrow. “