Advertising: Introduction, Scope

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Introduction to Advertising

Definition of Advertising: Advertising involves the dissemination of non-personal, openly sponsored messages through various media channels. These messages promote products, services, or ideas and are paid for by identified sponsors. The goal is to influence or inform a specific audience.

Different Perspectives:

  • William Stanton: Defines advertising as presenting a non-personal, oral or visual message sponsored by an identified advertiser.
  • theintactone.com: Describes advertising as a paid form of mass communication targeting specific groups for specific periods to achieve defined goals.
  • Philip Kotler: Defines advertising as any paid form of non-personal presentation and promotion of goods, services, or ideas by an identified sponsor.
  • Frank Presbrey: Views advertising as an art of selling through printed, written, oral, and illustrated means to encourage product sales and shape public perception favorably.

Scope of Advertising

1. By Budget:

  • Advertising activities are budgeted and aligned with strategic goals. Budget allocation determines the scale and reach of advertising efforts.

2. By Deliverables:

  • Detailed plans are developed based on allocated budgets. This includes defining specific deliverables such as media channels (TV, online, print) and campaign objectives.

3. By Allocating Deliverables:

  • Based on past campaign performance and strategic goals, specific advertising types (TV ads, online campaigns, etc.) are selected to maximize impact.

4. By Strategy:

  • Advertising strategies are crafted to align with brand objectives and market dynamics. This involves strategic planning and execution to achieve desired outcomes.

Objectives of Advertising

1. To Inform Buyers:

  • Advertising informs consumers about product availability, features, prices, services, and company achievements. It educates customers on new products and changes in existing ones.

2. To Persuade or Convince Buyers:

  • Persuasive advertising aims to convince consumers of the superiority of a product or service. It highlights competitive advantages and encourages purchase decisions.

3. To Remind Buyers:

  • Reminder advertising reinforces brand presence and product benefits in consumers' minds. It helps maintain brand loyalty and ensures continuous customer engagement.

4. To Face Competition:

  • Advertising helps companies differentiate their offerings from competitors. It strengthens market position by highlighting unique selling propositions and market advantages.

5. To Achieve Sales Targets:

  • One of the primary objectives of advertising is to increase sales. By attracting new customers and increasing usage among existing ones, advertising directly contributes to achieving sales goals.

6. To Build and Improve Brand Image:

  • Advertising enhances brand recognition, acceptance, and loyalty. It builds positive brand associations and communicates brand values effectively to target audiences.

7. To Help or Educate People:

  • Educational advertising informs consumers about product features, benefits, and usage. It helps customers make informed decisions and choose products that best meet their needs.

8. To Build Company Image and Reputation:

  • Advertising is used to build company prestige, reputation, and goodwill in the market. It communicates corporate values, achievements, and commitment to customer satisfaction.

9. To Assist Sales Force and Middlemen:

  • Advertising supports sales efforts by providing sales teams and intermediaries with marketing materials and product information. It boosts brand visibility and aids in sales conversion.

10. Other Objectives:

  • Advertising also serves various minor objectives such as promoting new products, building long-term customer relationships, expanding markets, and managing public perceptions during crises or changes.

Conclusion

Advertising serves multifaceted purposes in marketing strategies, from informing and persuading consumers to enhancing brand image and supporting sales efforts. It is a crucial tool for businesses to reach and influence target audiences effectively through strategic communication and messaging. Each objective plays a vital role in achieving overall marketing goals and maintaining competitive advantage in the marketplace.