Advertising tradeshows and events which are an effective way to

convey the message of any organization. While

Advertising is the practice and techniques employed to
billboards are there all around, the content displayed
bring attention to a product or service. Advertising aims
should be capable enough to attract potential
to put a product or service in the spotlight in hopes of
customers.
drawing it attention from consumers.
• Public Service Advertising
Management
This type of advertisement is done for public causes to
Management can be defined as the process of
make people aware about such public issues. Social,
administering and controlling the affairs of
national and environmental matters such as political
the organization, irrespective of its nature, type,
integrity, AIDS, Cancer, energy conservation, population,
structure and size.
illiteracy, poverty and many more which need more
Advertising management is the process to plan, awareness are spread through these advertising. Public
oversee, and control various advertising activities meant service advertising has achieved widespread importance
to influence the target audiences’ buying decisions. in recent times and is an effective tool to communicate
the message.
Simply put, the role of advertising management is to
develop and place the ads in the most relevant places • Covert Advertising
that will bring the best results.
This is an entirely different way of advertisement. In this
The scope of ad management includes analyzing the form, the product is subtly included in a serial or movie.
current advertising strategy and target audience, There’s no actual advertisement. It includes just
evaluating its effectiveness, and updating it toward mentioning the product in the movie or TV serial.
existing goals. It also involves setting the budget,
• Celebrity Advertising
crafting relevant messaging, hiring relevant specialists,
and managing their work. In this type of advertising, business owners bank upon
celebrities for advertising their products or services.
Different types of Advertising Management
Advertisers sign up popular celebrities for various
• Print Advertising advertising campaigns and use their popularity to reach
and attract customers.
This is probably the oldest form of advertising. Here,
products and services are promoted in the form of texts. • Surrogate Advertising
Companies from various industries across the globe
This type of advertising is used when a particular
have been using newspapers and magazines for over
product or services is banned by the law. For instance,
years now. With print media, companies can endorse
advertising products like alcohol and cigarettes which
their brand or products through fliers and brochures
are harmful for the health of consumers are prohibited
through newspapers and magazines.
by law in many nations.
• Broadcast Advertising
• Response Advertising
This form of advertising is widespread all around the
Personalized messages are sent to the consumers in the
world. Broadcasting includes radio, television, and
form of offers based on their personal interests. The
Internet advertising. With this form of advertising,
main objective is to develop a ‘relationship’ with the
companies can cover up large number of audiences,
customer. This form of advertising encourages a
even in real-time. Advertisements on the television are
response from the customer based on which brands
very popular. The length and time of the ad determines
build commercial relation with them.
the cost of a particular advertisement.

• Outdoor Advertising

This type of advertising makes use of various tools to get

customer’s attention like the billboards, kiosks, and
 • Interactive Advertising Information Dissemination:

It involves promotions through interactive mediums like Advertising serves as a means to provide consumers
internet, TV, SMS, and Mobiles. Advertisers, through with important information about products, services,
these interactive mediums influence the buying promotions, and events. It educates the audience about
decisions of the customers. With this type, advertisers offerings’ availability, features, and benefits, enabling
can interact with their consumers directly or in a them to make informed decisions. Whether it’s a new
personal way. This can affect the buying decision of a product launch, a limited-time offer, or a special event,
potential customer, especially in an e-commerce space. advertising ensures the target audience is well-informed
and can take advantage of the opportunities presented.
• Advocacy Advertising
Revenue Generation:
Such advertising is used in an attempt to change public
opinion in areas of controversies. For example, ads run Advertising is vital in driving sales and revenue growth.
by the coal industry to encourage the use of coal by Well-executed advertising campaigns can increase
power plants. However, this advertising type is not very customer demand, resulting in higher sales volumes and
prevalent. improved profitability. Advertising directly impacts a
company’s bottom line by creating brand preference
Why is Advertising Important? and driving consumer behavior.
Brand Awareness: Functions of Advertising
Advertising helps build brand recognition and increase
• Increasing Salience
brand visibility among the target audience. By
• Building Brand Equity
consistently exposing consumers to a brand’s message,
• Informing
logo, and tagline, advertising helps create familiarity and
• Influencing
trust. When consumers are aware of a brand, they are
• Adding Value
more likely to consider its products or services when
• Creating Demand
purchasing.
• Reinforcing Brand Image
Customer Acquisition:
Purpose of Advertising
Effective advertising campaigns can attract new
customers and generate business leads. By showcasing • Increasing Sales
the unique selling propositions and benefits of a • Creating Brand Differentiation
product or service, advertising encourages potential • Building Brand Equity
customers to purchase. Through targeted messaging • Expanding Market Share
and creative visuals, advertising can capture the • Educating Consumers
attention of specific demographics and persuade them
Effective Advertising
to engage with a brand.
Execution
Competitive Advantage:
The final advertisement created based on the creative
In a crowded marketplace, advertising helps businesses
idea. Without proper execution of the strategy, media
differentiate themselves. It allows companies to
and the idea, campaign would not be able to fulfil the
highlight their unique features, quality, and value
purpose and it will lead to losses. The execution needs
proposition, giving them a competitive edge. Effective
to be done in a planned manner so that the idea is
advertising can position a brand as the preferred choice
presented well to the customer.
among consumers, leading to increased market share
and customer loyalty.
 Strategy Understanding the target audience is essential in
developing an effective advertising strategy because it
Focuses on the message, customer segment to be
helps businesses tailor their message to the needs,
targeted, integrated marketing communication (IMC)
interests, and preferences of the people they are trying
channels and the budget which is core of the advertising
to reach.
campaign. The overall product strategy should be
aligned with the advertising messaging and channels. IMPORTANCE OF IDENTIFYING TARGET AUDIENCE

Media Better understanding of customer needs

Choosing the most appropriate channel, medium or More effective marketing

media to reach out to the customers is very important
Increased engagement and conversion rates
based on the target audience demographics and other
attributes. Reaching customers on a channel where they Improved customer loyalty
are not present will not benefit at all.
WAYS TO IDENTIFY TARGET AUDIENCE
Creative Idea
Analyze your current customer base
This is the message, theme or the visual which can be
made to attract the customer. Sometimes straight Conduct market research
forward information advertising can work but many Use buyer personas
times they need to be creative and should have a theme
around which the entire messaging is based on. Analyze your competitors

Principles of Effective Advertising Monitor social media

• GRAB PEOPLE Test and refine

• BE CLEVER AND CREATIVE 2) Unique Selling Proposition (USP)
• SPEAK LOUDLY
• DON’T MAKE THEM THINK (TOO MUCH) A Unique Selling Proposition (USP) is a critical element
• BE INFORMATIVE of any advertising campaign. It is the distinctive and
• STAND OUT AND BE MEMORABLE compelling feature or benefit of a product or service
that sets it apart from the competition. A USP should be
• GIVE OFF A FEELING
something that appeals to the target audience and is
• SHOW NOT TELL
not offered by any other competitor in the market. It
• USE HUMOR: USE A METAPHOR
should communicate a clear and concise message that is
Hierarchy of Effects easily understood by consumers.

15% REPURCHASE 3) Branding

25% TRIED Branding refers to the process of creating a unique

identity or image for a product, service, or company in
30% PREFERRED
the minds of consumers. It involves developing a name,
50% BRAND INTEREST logo, design, and other elements that help to distinguish
a business from its competitors and create a sense of
75% - BRAND AWARENESS recognition and loyalty among customers.
100% - TARGET AUDIENCE IMPORTANCE OF BRANDING
Elements of Advertising Increased recognition
1) Target Audience Building trust and credibility
The target audience is a critical element of advertising. Differentiation
It refers to the specific group of people that an
advertising campaign is designed to reach and influence. Increased customer loyalty
Increased perceived value audience. Channels can include traditional advertising
channels such as television, radio, and print media, as
well as digital channels such as social media, email, and
4) Call to Action (CTA)
search engines.
In marketing, a CTA is a phrase or button designed to
8) Metrics
prompt an immediate response or action from a
potential customer. It is typically used in advertising, In advertising, metrics are measurements or
emails, websites, and other marketing materials to quantitative indicators used to evaluate the
encourage people to take a specific action, such as effectiveness and success of advertising campaigns.
making a purchase, subscribing to a newsletter, or filling These metrics help advertisers understand how their
out a form. The purpose of a CTA is to make it as easy ads are performing and make data-driven decisions to
and clear as possible for customers to take the desired optimize future campaigns.
action, ultimately driving conversions and sales.
9) Competitive Advantage
5) Headline
Competitive advantage refers to the unique attributes or
The headline is one of the most important elements of benefits that set a product, service, or brand apart from
an advertisement because it is the first thing the reader its competitors. The value proposition makes the
sees. If the headline does not capture the reader’s advertised offering more desirable or advantageous to
attention, they are unlikely to read the rest of the the target audience.
advertisement. Therefore, advertisers spend a lot of
10) A Sense of Urgency
time and effort crafting headlines that are compelling
and persuasive. A sense of urgency in advertising refers to creating a
feeling of time sensitivity or immediate need for the
6) Visuals
product or service being promoted. It aims to encourage
In the context of advertising, visuals refer to any type of potential customers to act quickly and not delay their
visual element that is used to communicate a message purchase decision.
to an audience. This can include images, photographs,
11) Smart Ad Placement:
videos, graphics, animations, and other types of visual
media. Visuals are an important part of advertising Smart ad placement involves strategically choosing the
because they can be used to grab the attention of the most relevant and effective platforms, media channels,
audience, convey emotions and brand personality, and locations to display the advertisements. It’s about
demonstrate product features and benefits, and help reaching the target audience in the right place and at
the audience remember the message. The use of visuals the right time.
in advertising is often carefully planned and executed by
advertisers and marketers to create a strong and BRANDING
effective communication with the target audience. Branding is the process of creating and shaping a brand
Here are a few reasons why visuals are so important in in consumers’ minds. It is not merely the design of a
advertising: company, but rather the associations customers have
while interacting with the business, its products, and
Catching Attention services. Branding gives consumers something to relate
to and connect with, making the business memorable. It
Communicating a Message
supports marketing and advertising efforts.
Creating Brand Awareness
WHY WE DO ADVERTISING
Encouraging Engagement
PERSUASION
7) Channels
the action or fact of persuading someone or of being
Channels refer to the different methods or platforms persuaded to do or believe something
used to deliver an advertising message to the target
 Four reasons why one should learn the art of
persuasion:

1. Truth and justice are perfect; thus, if a case loses, it is

the fault of the speaker.

2. It is an excellent tool for teaching.

3. A good rhetorician must be able to argue both sides

to understand the whole problem, and

4. There is no better way to defend one's self.

Aristotle’s 3 Modes of Persuasion:

Ethos (Credibility) – AKA Ethical Appeal

Persuading your audience by convincing them that your

protagonist is credible

Pathos (Emotion) – AKA emotional appeal

Persuading your audience by appealing to their

emotions

Logos (Logic) – AKA Logical appeal

Persuading your audience by using facts, logic, or reason

Ethos is the Greek word for ‘character’. It’s where we

get the word ‘ethic’ from. Brands use ethos by working
with a celebrity or expert – someone who the audience
will see as being credible or trustworthy. They hope that
by working with a household name, some of the celeb's
magic dust will fall on the product they’re advertising.

Pathos is the Greek word for ‘suffering’ and

‘experience’. It’s the root of the word’s ‘empathy’ and
‘pathetic’. Advertisers use pathos by making an
audience feel what they want them to feel, whether it’s
humor, anger, pity, or any other emotion. You might call
it ‘tugging on the heartstrings’ or ‘dialing up the
emotions.

Logos is the Greek word for, um, ‘word’. But it's also
where we get the word 'logic’. Advertisers use logos by
convincing an audience of their argument using facts,
logic or reason. Logos is when we use cold arguments –
like data, statistics, or common sense – to convince
people of something, rather than trying to appeal to an
audience's emotions.
 Warm Colors Black and White

Bright red, orange, and yellow are warm colors, According to research, black and white can be two of
indicative of fire, and they stimulate excitement. the best colors for advertising because they create a
Virtually all logos, advertisements, and menus of fast- strong contrast when paired together. Black and white
food chains feature these colors, which is no accident; often signify opposite emotions: white is often
companies rely on the extensive research that has been associated with purity and perfection, while black
done in this field to get the most for their advertising usually represents power, elegance, or evil. When used
dollars. together, however, black and white can create a sense
that a company is highly professional.
Cool Colors

Besides knowledge and understanding, some shades of

blue are also associated with tranquility, and other
shades represent an important life source — water. As a
result of these peaceful connotations, the color blue can
actually slow a person's heart rate and reduce appetite,
which is why is not often chosen for restaurant
advertising.