Advertising as a Communication Tool

Advertising is a mass communication method with the public. Advertising is often one-sided, i.e. The communication is typically one-sided. It is a communication method that attempts to persuade potential customers to purchase/consume more of a brand of product/services. Bovee correctly defines advertising as “the non-personal communication, usually paid for, of information usually persuasive in nature, about products, ideas, or services by identified sponsors through various media.”

Advertising is an important tool for communication. While it is used to promote commercial goods or services, it can also educate, motivate and inform the public about noncommercial issues like AIDS and Don’t Drink and Drive, Polio and Save Water, Electricity, Animals and Trees, among others. Advertising is justified when it serves the public interest. It is far too powerful to be used solely for commercial purposes. Howard Gossage and David Ogilvy.

Advertising with products that are easily differentiated from other products on the basis of consumer acceptance of quality differences is more effective. Tom Egelhoff classified advertising into 6 types: For company image, name brands and advertising service instead of products, business-to–business advertising, coop advertising, public service advertising and other purposes. There are many mediums that can be used to convey the message: Television, Radio and Cinema. The cost, budget, target audience, and the response of the companies will determine the choice of medium. Word of mouth/personal recommendations are an unpaid form advertising that can get you good exposure for a low cost.

Advertising is changing rapidly and there are many new types. Social Networking Advertising is one of these new forms. It’s online advertising that uses social networking sites to send marketing messages and draw customers. E-Mail advertising is the other; E-Mail Marketing is sometimes called “opt-in-email marketing” to distinguish it form spam. Internet marketers must address credibility as one of their biggest challenges. Although privacy is a key concern of all, credibility will be a much more important factor in website profitability. It’s possible for a company to have a website presence, but consumers won’t know if it is a large company, small company, honest, reliable, or just a scoundrel. Although I worry about my personal data being compromised, I am more concerned about the reliability of the person or company I am dealing with. Can I trust their claims? Can I sue them if there is a problem with the product? Credibility is not a matter of brick-and mortar. When I do business online, I cannot judge someone by their business location. I can’t grab a hand and see into their eyes to determine their credibility. Credibility is a major issue. – Jef Richard.

To make your message effective, keep it simple, concise, easy to comprehend, and keep it brief. Advertising is a great way to make the product/services more tangible to customers and increase awareness. RESPECT: – THE AIDA MODEL. ATTENTION, INTEREST AND DESIRE.

Modern companies often outsource their advertising to an agency. This is a business that creates, plans and manages advertising. It can also handle other promotional activities such as public relations, publicity, and sales promotion. The departments of an advertising agency include: – Creative Department (who creates the actual advertisement), Account Service who coordinates the creative team with the client, media, and production staff), Creative Service Production (where employees have direct contact with suppliers of creative media), and Other Department and Personnel. (such as public relations). David Ogilvy once said that the relationship between a manufacturer’s advertising agency and his manufacturer is as intimate as that between a patient with his doctor. Before you agree to accept his account, make sure you are able to live happily together.

I will conclude with Bruce Barton’s (1955) famous words, “Advertising constitutes the essence of democracy.” An election takes place every minute of every business day at hundreds of thousands of shops and stores. Customers vote to determine which manufacturer or product is the leader today and which will lead tomorrow.

We are a team of professionals with each having two decades of experience in start-ups, sales, marketing, finance, HR, large scale project and profit centre management and running mature cross functional operations. At we are big believers that knowledge transfer is critical to our industry’s evolution. We love to share our experiences and learnings through our online resources.

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