Advertising

Advertising can be defined as mass, paid communication (presentation and promotion) of goods, services or ideas by an identified sponsor. It is paid communication because the advertiser had to pay for the space or time in which his advertisement appears. Advertising appears in the recognized media, such as newspapers, magazine, radio, television, cinema film, outdoor hoardings and posters, direct mail and transit.

Advertising is a major promotion tool. It has the following basic plus points or strengths as a promotion tool: It offers planned and controlled message. It can contact and influence numerous people simultaneously, quickly, and at a low cost per prospect. It has the ability to deliver messages to audiences with particular demographic and socio-economic features.

Purpose of Advertising

1. Promotion of New product
2. Support to personal selling
3. Brand Patronage
4. Immediate Buying Action
5. Pre-sold Goods

Advertising is a powerful promotion tool to establish and retain brand loyalty and even store patronage provided the product itself does not suffer from quality deficiencies, errors in design or other handicaps and the retailers do not have deterioration in their customer services.

How to create a successful advertising copy

1. Define the goal of your message
2. Know your audience and what they want
3. Appeal to their self interest
4. Make an emotional appeal, not a logical one
5. Don’t give them any choices
6. Make your best offer