Advertising is controlled, identifiable information and persuasion by means of mass communication media. Advertising is a marketing method of promoting a method of using guiding principles to promote a service or a product. Advertising uses the traditional media and the mass media such as newspapers, Television, social marketing, radio, or direct mail.
The three most important features of advertising are controlled, identifiable and information as defined above. The American marketing association recommends the definition of advertising as any paid form of non-personal and presentation of ideas, goods and services by the identified sponsor.
Advertising involves the elements as, paid form, controlled, identifiable, information and the media. Let’s define them individually to get a clearer view of advertising.
Publicity: Publicity is when the services or products are mentioned favourably in the media. The item appears as it is presumed to provide information or entertainment for the audience and no payment is made by the benefitted organisation. On the other hand advertising is published for the broadcast because the advertiser has purchased time or space to tell the story of a certain product or services.
Controlled: Controlled provides an important distinction to the creator of the advertising or the advertiser, who pays for it. The content, time and direction of the message are controlled by the advertiser. The controlled pattern is fully justified as the advertiser chooses an optimal medium to convey the message to the larger audience. Advertisers choose a preferred medium, to make sure that the intended message is not wasted. Advertisers make sure that the message is delivered to a specific audience or intended group in an appropriate size and length.
Identifiable: The word is justified in selecting the right target audience to reach, right demographics to serve. The advertiser does the extensive market research before deciding the identifiable market. The purpose behind this is the message is reached to the right person, right place, right time and right distribution to promote the product or services.
Persuasion: this is a communication strategy to convince customers to buy a company’s products. These use the most creative methods to attract the prospective customers to influence them to buy the services or the product. The aim of persuasion is to change a person’s attitude and behavior towards the product and services. It is indented to change the buying behavior.
Advertising should be viewed as from both marketing as well as communication prospective, Since it satisfies the purpose of marketing by using the right medium of information. We need to incorporate the right mix of marketing with the right source of information medium. Advertising should provide the right information and not the deceptive information. H.G. Wells defined advertising as a legalized lying. That should not be the purpose of advertising.
Many economists believe that the advertisers are not so much in fulfilling the needs and desires of the customers. Advertisers are rather aiming to push the products to create unwarranted demand. It changes the taste of customers so that they will buy what is produced rather than the products they need. This criticism in reality is a negation of the concept of consumer control. Consumers lose the control and thus it pushes forceful buying or compulsive buying.
Advertising’s chief task from a social standpoint is that of encouraging and developing new products. It offers us means whereby the enterprise may hope to build a profitable demand for existing or new products. Advertising leads to distortions in consumption expenditures and reinforces the position of market power, permitting the large firm to extract higher prices from buyers that would be possible if advertising were restricted or prohibited.
Elements of Advertising
The elements of advertising are as follows
Target: Advertisers should know well who uses the product. What is the size of the market and what is the target audience? How would we attract the target audience? Why would they buy our product?
Communication objective: The purpose of the advertisement communication should well be achieved. The ability to identify the competitor product and a message sent to the target audience to shift the loyalty from Brand X to brand Y by logically interpreting the message without getting lost by the media channels.
Market share: what is the intended market share to gain from advertising? It has to be specific in numbers.
Time bound: The advertising purpose should fulfill the purpose within the stipulated time and effectiveness of the promotion should be well controlled within time.
The choice of the advertising objective should be based on a thorough analysis of the current marketing situation. For example, if the product class is mature, and the company is the market leader, and the brand usage is low, the proper objective should be to stimulate more brand image. On the other hand, if the product class is new, and the company is not the market leader, but its brand is superior to the leader, then the proper objective is to convince the market of the brand’s superiority.