ADVERTISING - An Introduction

WHAT IS ADVERTISING?
When a product is manufactured, its existence needs to be made known to the general public, otherwise the product will not sell. Advertising draws the attention of potential consumers to a product. Advertising is a way persuading potential customers to buy the product. Advertising informs potential customers of the products functions and features. Good advertising creates a demand for a product.

Good advertising may even create a brand identity for a product or series of products. Advertising seeks to create an image surrounding a product, so that customers feel that they need it. Advertising can promote a new product and increase sales of existing products. 

Advertising is an audio or visual form of marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. Sponsors of advertising are often businesses who wish to promote their products or services. Advertising is differentiated from public relations in that an advertiser usually pays for and has control over the message. It is differentiated from personal selling in that the message is non personal, i.e., not directed to a particular individual.

Advertising is communicated through various mass media, including old media such as newspapers, magazines, Television, Radio, outdoor advertising or direct mail; or new media such as search results, blogs, websites or text messages. The actual presentation of the message in a medium is referred to as an advertisement or "ad".

Commercial ads often seek to generate increased consumption of their products or services through "branding," which associates a product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct response advertising. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also be used to reassure employees or shareholders that a company is viable or successful.

STAGES OF ADVERTISING
Advertising begins to work when the general public become aware of a products existence. Advertising then aims to develop customer interest, so that potential customers want to know more about the product. This should be followed by potential customers feeling a need to own the product and finally purchasing.

DIFFERENT METHODS OF ADVERTISING

Placing advertisements on TV, running as commercials between programmes.

Product placement in TV programmes, such as a well known actor drinking from a branded can.

Audio advertisements on the radio.

Printed advertisements in a newspaper or magazine.

Place advertisements on the Internet, through one of the major search engines such as Google.

Sports sponsorship, such as Formula One Racing.

Direct Marketing, sending letters / leaflets to the homes of potential customers.

Telephone marketing, attempts to interest potential customers by ringing them directly.

Logos and symbols on clothing.