Advertising is explained as an integral and vital branch and also an important vehicle of mass communication. It is an aged profession which has witnessed significant evolution like any ther media and non media as well as the target marketing of advertising message hold one meaning or the other to its purpose and intention.
For instance, consumer would use the purpose of advertisement as convincing them to buy a product while advertising professional would see it as a presentation of products, psychologists view it as a tool to be effectively used in achieving set objectives and goals. Media of advertisement could be print or electronic and internet inclusive.
Functions of advertisement include :
Communication, educating, entertaining, orientation etc.
The definitions of advertising would be considered as given by different authorities and school of thoughts:
Albert lasker who is regarded as the father of advertising sees advertising as salesmanship in print I.e the time this definition was given was before the advent of electronic media.
Also Chris Doughudje (1985): said advertising is a marketing tool whose aim is to build preferences for advertised brands and services.
And to the Advertising practitioner council of Nigeria (APCON) which is the advertising regulatory body: advertising is a form of communication through mass media about products, services or ideas paid for by an identified sponsors.
According to APCON, meaning of advertising could be analyzed through the following perspectives:
Advertising is a form of communication
through media about products services or ides paid for by an identified sponsor
Advertising as a profession is about of experts involved in the art of planning creating and placing advertisement in the media
Advertising practitioner is one who is skilled in plannning creating and placing advertisements in the media
APCON further defined advertisement as a communication in the media paid for by an identifiable sponsor and directed at a target audience with the aim of imparting
information about a product service idea or opinion media in this case may include but is it limited to newspaper magazine radio television outdoor cinema internet and direct mail
Elements of advertisement
Whichever definitions given to advertisement the following elements must not be missed out:
It is persuasive in intent
It’s essence is to communicate
It must be paid for
The (payee) sponsor must be identified
It is mass communication in nature
It must have business transaction motive
It must be produced by a professional or practitioner
The advertising media
It can be grouped into
Print media
Broadcast media
Print media:- they are publication materials while broadcast media are the electronic media
Advertising media refers to vehicles or the channel through which the message of advertisement reaches the target audience.
These include the following:
Radio and television
Newspaper magazines and journals
Internet or website
Billboard posters and fliers
Cinema etc.
The roles of advertising
While examining the roles of advertising using the AIDCA model:
A - Attention
I - interest
D - Desire
C - Conviction
A - Action
It serves as a medium of attracting the attention of the prospective audience or targeted publics
It builds their interest in the message it presents
It arouses the desire of the customers to patronize the message
It builds their confidence and conviction to influence their buying behavior
It makes them to take action by buying the product
It explains to the public about the existence of a product
It educates the public about the benefit of a product
It entertains the public in it’s presentation and packaging
It orientates and re-orientates the public about a misinformal opinion
It creates job for many communication and no communication experts among other skilled personnel
It builds brand preference
As I have broken down the explanation of marketing and advertisement it would be easy for a business practitioner to connote the best strategy to use for his successful business to help him achieve more or gain increasingly in the business he finds himself in.
To further explain the two it is said that advertising has to do with the creation of awareness for a new or existing Goods so a successful business man shouldn’t stop advertising cause he has to be ahead of his competitors in every way because when he is successful it means his business is already well known if he divided to stop advertising a new business similar to his might come up and release updated virtues about his product and the customers might be forced to want to change their preference since the product is new.
And while in terms of marketing it deals with the day to day activities of life that has to do with the ability of a consumer to have the want to satisfy his need.
A business man should make up the ability to gain consumer trust by satisfying customers needs at all cost. The business man should try to follow the four factor consideration called the four ps of marketing propounded by McCarthy which are :
Product
Price
Place
Promotion
In place of selecting between the two the businessman should select marketing strategies cause they will break down events and how to simultaneously help grow relationships and bonds between the customers and organizations purchasing their produce and would help him in generating more funds and consumers trust.
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