Advertising
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Definition of Advertising
Advertising is defined as any paid form of nonpersonal
communication about an organization, product, service, or idea by an identified
sponsor. The paid aspect of this definition reflects the fact that the space or
time for an advertising message generally must be bought. An occasional
exception to this is the Public Service Announcement (PSA). whose
advertising space or time is donated by the media.
The nonpersonal component means that advertising
involves mass media (e.g.. TV, radio, magazines, newspapers) that can transmit
a message to large groups of individuals, often at the same time. The
nonpersonal nature of advertising means that there is generally no opportunity
for immediate feedback from the message recipient (except in direct-response
advertising). Therefore, before the message is send the advertiser must
consider how the audience will interpret and respond to it.
Advertising is the best-known and most widely
discussed form of promotion, probably because of its pervasiveness. It is also
a very important promotion tool, particularly for companies whose products and
services are targeted at mass consumer markets.
There are several reasons why advertising is such
an important part of many marketers promotional mixes. First, it can be a very
cost-effective method for communicating with large audiences.
Advertising can be used to create brand images and
symbolic appeals for a company or brand, a very important capability for
companies selling products and services that are difficult to differentiate on
functional attributes.
Objectives of Advertising
The objectives of advertising can be classified into
two: Generalized objectives and Specified objectives, as discussed
hereunder;
Generalized Objectives
The following are some of the general advertising objectives, that are generally set by different producers in different situations.
- It announces the launching of a new product or service and/or the new brand of the prevailing product in a saturated market.
- It helps tapping of new buyers and/or new segment of the market.
- It is directed to announce that a modification has been made to modify the quality of the product.
- Advertisement campaign may be directed to make a special offer on account of the competitive environment, slack season, declining sale.
- Another objective of advertising is to educate customers regarding the availability and the quality of the product. This short of advertising is more ‘Informative’ than ‘Persuasive’.
- It may be point out that advertising is aimed at building brand preference by creating brand image and communicating to the customers the reason for the superiority of a particular brand.
- Advertising also has an extensive coverage of other aspects of marketing like boosting the morale of sales persons, by making a nice exposition of the company and its products.
Specified Objectives
The following are some of the specific advertising objectives, that are generally set by different producers in different situations.
- Advertising is the process of introducing a new product to potential customers. A new product may sell well if people know about it. In many cases, the manufacturer decides how much production to do after looking at the results of the advertisement.
- An advertising campaign may be directed to promote a specific brand name in the minds of the prospective buyers of a product and also aims at building brand loyalty by way of convincing them for repeat purchase.
- Advertising is also used to increase usage of the product.
- The objective may be to develop a distinct image for a product in the minds of the buyers. Advertising plays a vital role in product positioning. Advertising helps to shape the consumers’ image of the product in the desired fashion.
- The aim of an advertising campaign may be to change the existing habits of the target market. Kitchen ware is the best example for this. A number of products replaced the traditional tools and appliances that changed the cooking habits of the housewives. A strong and effective advertising campaign of different products is responsible for such a change. Changing one’s habit is not easy. People normally tend to change to the changing environment. It is advertising which makes them change their habits.
- The objective of advertising may be to assist personal selling which constitutes another important part of the promotional mix. If sales personnel are the key to a firm’s marketing success, advertising can serve as a door opener.
- The objective of advertising is also to inform the buyers about the changes made in the company policies and product mix. The information may relate to changes in price structure, product modification, change in package, brand name, etc. Such changes can be effectively conveyed quickly through advertising.
- The purpose of advertising is to create sales. An advertising campaign motivates buyers to make a purchase after convincing appeals. Advertising drives people to the market and thereby creates a demand for the products.
- The most effective media should be chosen in order to get the most profitable result.
- An appropriate co-ordination and integration of marketing and advertising efforts are imperative. Otherwise, objectives of advertising get confused with the objectives of marketing.
Advertising objectives are neither fixed nor confined or limited. Setting up of objectives depends upon company’s objectives, plans and policies. The general objectives refer to the total sales, whereas a specific objective directs the campaign towards the achievement of a specific problem.
