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Advertising-Imp, Types & Objectives

advertising

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25 views4 pages

Advertising-Imp, Types & Objectives

advertising

Uploaded by

Inder
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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What is Advertising?

–
Types, Objectives &
Importance
What Is an Advertisement?
An advertisement is a paid promotional tool endorsed by an
identified sponsor to draw public attention to an offering or brand.
Advertising is a promotional activity aimed at selling a product or
service to a target audience.

This definition of the advertisement has three parts.

 It’s a paid promotional tool: Advertisements are paid


promotional messages communicated by some mass
communication media.
 An Identified Sponsor Supports It: Ads are supported by
advertisers, who pay to create advertising messages,
purchase media slots, and monitor advertising efforts.
 It aims to call public attention to an offering or a
brand: Advertisements are intended to inform the target
audience about a particular offering or a brand or influence
them to do specific tasks.
Simply put, an advertisement is a paid communication message
planned to inform people about something or to influence them to
buy, try or do something.

Types Of Advertisements
Advertisements can be categorized into five different types based
on what advertising medium a brand uses to communicate its
message.

Print Advertisements
Print advertising is a mass advertising strategy that uses hard
copy print media such as newspapers, magazines, brochures,
flyers, Etc., to communicate advertising messages to customers.
It is one of the oldest advertisement types that majorly target and
cater to a literate audience.
Broadcast Advertisements
Broadcast advertisements are mass marketing tools that use
broadcast mediums like TV and radio to spread the advertising
message to a broader audience. These ads rely more on visual
communication and can target everyone with access to such
mediums irrespective of their literacy level.

Outdoor Advertisements
Outdoor advertisements or out-of-home advertisements are ads
that reach customers out of their homes. They use mediums like
billboards, buses, taxis, or street elements.

Outdoor advertisements can be digital or traditional, but all of


them are targeted to a geographically oriented target audience.

Digital Advertisements
Digital advertising is technology-driven advertising that uses
online or digital payment channels to communicate marketing
messages to target audiences. Such ads appear online or on
digital channels like websites, search engines, social media
platforms, mobile apps, and other digital channels.

Product Or Brand Integration


It involves brand or product placement in entertainment media
like TV shows, OTT series, YouTube videos, Etc., where the brand
is interwoven within the script without looking at sales.

Rather than being disruptive ads, these ads are from a script or a
part of entertainment media and communicate the message
better.

Objectives Of Advertising
Advertising has three primary objectives: to inform customers
about a brand or offering, to persuade them to buy or to do an
action, and to remind and reinforce the brand message.

Inform
Advertisements are used to boost brand awareness and brand
exposure in the target market. Informing potential customers
about the brand and its products is the first step toward attaining
business goals.
Persuade
Convincing customers to perform a particular task is a significant
objective of advertising. The tasks may involve buying or trying
the products and services offered, forming a brand image,
developing a favourable attitude towards the brand, etc.

Remind or Retargeting
Another objective of advertising is to reinforce the brand message
and to reassure existing and potential customers about the brand
vision. Advertising helps the brand to maintain top-of-mind
awareness and to avoid competitors stealing the customers. The
reminder objective also helps in the word of mouth marketing.

Other objectives of advertising are subsets of these three


objectives. These subsets are:

 Brand Building
 Increasing Sales
 Creating Demand
 Engagement
 Expanding Customer Base
 Changing Customers’ attitudes, etc.

Importance Of Advertising
We can understand the importance of advertising by dividing it
into three parts.

For The Customers


 Increase awareness: Advertisements inform the
customers about the available products in the market and
help them choose the best product to solve their problems
or satisfy their needs.
 Make decision-making convenient: Advertisements
communicate the brand message along with the benefits of
the brand and offerings. It makes the customer decision-
making process easy as the customers get to know what
suits their requirements and budget better.
 Ensure better quality – Advertising includes several
perceived and unsaid promises the advertiser must fulfil to
remain in the market. That ensures quality as a brand
wouldn’t want to waste money on false promises.
For The businesses
 Lead to sales: Advertisements increase brand awareness
and result in more sales as more and more people enter the
brand’s sales funnel.
 Create awareness: Advertisements increase brand
awareness and exposure and inform the target audience
about the offering.
 Help build a favourable brand image: Smart advertising
helps develop a favourable brand image that aligns with the
brand identity and helps the business achieve marketing
objectives sooner.
 Help differentiate the product: Advertisements aim to
position the brand and offering uniquely in the customers’
minds. It eventually results in differentiating the offering
from the competition.
 Increase the brand’s goodwill: Advertisements reiterate
the brand’s mission and vision and increase its goodwill
among the target customers.
For The Society
Advertising helps to educate people. There are also some social
issues that are related to advertising, such as child labour, alcohol
consumption, the killing of a girl child, smoking, family planning
education, etc. Thus, advertising plays a very important role in
society.

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