What is Advertising:-
Advertising refer to a means of communication with the user of a product or services. Advertisements are message paid for those who send them and are intended to inform and influence people who received them. Advertising is the activity of professional for promoting the sale of goods or services. It provides a direct way of communication to the existing customer about the business and good of service. The main purpose of a advertising is to make a customer aware of the good and services offered by a particular business.It is associate with one way communication only. Under advertising message move from company to customer
Nature / characteristic / features
1. Paid form:- advertising is not for free. Advertiser also known as sponsor has to spend money for preparing message buying media and monitoring advertising efforts. It is an expensive tool of promotion. Company has to prepare its advertising budget.
2. One way communication:- advertising involve a monologue not a dialogue. It is associate with one way communication only. Under advertising message move from company to customer. It mean that message me from sponsor to audience. Movement of message from customer to marketer is not possible.
3. Tool for promotion:- a market use various stool for promoting his goods and services. Out of these tools advertising is a powerful expensive and popular tool of promotion used by marketer to boost up their sale
4. Varied objectives:- advertising aim at achieving various objectives. It is target to increase sales and market shares of the firm. It also help the form in creating and involving brand image and building goods relation with public.
5. Non personal :- advertising is a non personal tool of promotion. It is a type of non personal or mass communication with the target market. It aim at passing on information to a large number of people at one time. It is open called a non personal salesmanship.
6.use of media:- advertiser may use any of the server advertising media to the message. Advertisement used print media like newspaper magazines letter pamphlet booklet etc. He may use outdoor media that include holding sign board wall printing vehicle banner etc. Audio virtual media like radio television films internet etc can also use by the marketer to address the target audience.
Role of advertising
1. Marketing role:- advertising is the most popular and expensive marketing tool use by the market
๐It's help building and maintain brand goodwill
๐It help generating revenue and profit
๐Create and maintain demand
2. Communication role:- Advertising is form of mass communication. Advertising informs and also create an image that goes beyond the straight forward facts.
3.Societal Role:- Advertising also has number of social roles. It informs us about the new and improved products helps to compare features and make informed decision.it communicate lot of people in one time.
Function of advertising
1. Create and maintain demand:- by building favourable image of the product and creating brand loyalty, advertising attached new buyers and maintain existing customer.
2. Provide economices of scale:- because of advertising the demand for product goes up and therefore firms expand the scale of production.
3. Public image :- advertising build up the reputation of the advertiser. It enables a business firm to communicate its achievement and its effort to satisfy the customer need to the public. This increase the goodwill and reputation of the firm.
4. Sustains the media:- as it is an important source of revenue for the media, so it help in giving business to the media.
5. Promotion of sale:- advertising promote the sale of good and services by informing and persuading the people to buy them. A good advertising campaign help in winning customer and generating revenue.
6. Introduction of new product:- advertising help in the introduction of new product in the market. A firm can introduced itself and its product - to the people through advertising.
7. Help in competition:- advertising help in meeting the force of competition in the market. If a product is not advertised continuously, the competitor may snatch it's market through increase advertisement.
8. Ensure better quality product:- advertising motivat the manufacture to improve the quality of their product through research and development. These ensure supply of better quality product to the customer.
Type of Advertising
Product placement:- It is another new type of advertising in which a business offer compensation at a TV shows, movies, video game or theme park to use it product while entertaining audiences.for instance, a business can pay a TV show to depict it's product being used and discussed positively in a particular scene.
Broadcast media:- television and radio are two main tool of such type of advertising. Television offers creative opportunities, dynamic message and wide reach. It is considered as a most important and expensive tool of advertising. Radio on the other hand is a more affordable source of advertising. It is generally used by a small businesses to promote their goods and services. The success of broadcast advertising largly depend on the repeating and frequency of advertisement.
Internet:- the internet is used by both online as well as offline companies to promote product and services. Banner ads,pop up ads,text ads,and paid search placement of common form of internet advertising. Banner, pop up and tax ads are way to present an image or message on a publisher website on a number website through a third party platform like Google's adword programme. paid search placement is commonly know as a cost for click program.
Print media:- first type of advertising including magazine and newspaper. Magazine offer highly selective audience who is generally interested in ads which are closely related to the topic of the magazine. Visual imagery is also stronger in magazine as compared to newspaper. Advertising in magazine can be costly and required long lead time which limits timely promotion. They also have limited audience reach.
Newspaper on the other hand are very affordable for local businesses and allow them to target a geographic segment if the businesses are offering universal product or services. Newspaper are also viewed as a credible medium, which enhance ads acceptance. However declineing circulation, a short shelf-life and limited visual creativity are the major drawback of newspaper as a medium of advertising.
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