What is Advertising?

Read More About Advertising

Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. Advertising has long been viewed as a method of mass promotion in that a single message can reach a large number of people. But, this mass promotion approach presents problems since many exposed to an advertising message may not be within the marketer's target market, and thus, may be an inefficient use of promotional funds. However, this is changing as new advertising technologies and the emergence of new media outlets offer more options for targeted advertising.

Advertising also has a history of being considered a one-way form of marketing communication where the message receiver (i.e., target market) is not in position to immediately respond to the message (e.g., seek more information). This too is changing. For example, in the next few years technologies will be readily available to enable a television viewer to click a button to request more details on a product seen on their favorite TV program. In fact, it is expected that over the next 10-20 years advertising will move away from a one-way communication model and become one that is highly interactive.

Another characteristic that may change as advertising evolves is the view that advertising does not stimulate immediate demand for the product advertised. That is, customers cannot quickly purchase a product they see advertised. But as more media outlets allow customers to interact with the messages being delivered the ability of advertising to quickly stimulate demand will improve.

Advertising promotes a product, service or event to its target audience. A target audience is the portion of the general public that products, services or events were created for to fill a desire or need in the marketplace. Advertising is written by advertising copywriters and finished with artwork by graphic designers. The channels advertising is run through to reach its target audience includes Internet, print, broadcast, outdoor and point of purchase (POP).

Point of purchase advertising materials are located in stores and often consist of large cardboard displays located in the aisle in which the product is stocked. This type of advertising is designed to grab the attention of the shopper and direct him or her to the promoted product. There may be a coupon to further encourage a purchase. Outdoor ads are those on buses and bus shelters, benches, billboards and other outdoor locations. They have to compete with their surroundings to get the attention of passers-by and must be simple, eye-catching and straight to the point.

Print advertising refers to ads in printed form such as those in magazines, newspapers and fliers. The copy and artwork must work together to hold the reader's interest. Advertisers advertise their products or services in publications that are read by their target audience that is, the people most likely to want, need and buy their particular product or service. Print advertising can also include community directories such as those published by a city's chamber of commerce, posters designed to advertise and promote an upcoming event and direct mail promotions mailed to consumers' homes.

To put it simply, advertising is salesmanship. It can make the difference between business success and failure. It is a cost-efficient way of telling buyers what is for sale and what the product's features are. At the very least, it seeks to persuade someone who is in the market for a given product or service to consider a particular brand.

The business of advertising involves marketing objectives and artistic ingenuity. It applies quantitative and qualitative research to the creative process. It is the marriage of analysis and imagination, of marketing professional and artist.

Advertising is art and science, show business and just plain business, all rolled into one. And it employs some of the brightest and most creative economists, researchers, artists, producers, writers, and business people in the country today.

Advertising is making both repeat customers and potential new customers aware of an individual product or service that you're selling. Each advertising plan is geared toward a single product (or service). The advertising of every product or service is unique. For example, advertising a new toaster would be very different from advertising a sale on blue jeans.

Marketing is also geared toward one product or service, but as you can see, it's much more involved than simply advertising a product. Here's a closer look at the different aspects of marketing.

Making sales of your products or services is self-explanatory. If you've done your research and crafted an effective advertising campaign, you'll start to see sales from those efforts. Before you get too excited, there's more work to be done in your marketing campaign.

Article Source: http://depositarticles.com/

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