Advertising is one of
the oldest forms of public announcement and occupies a vital
position in an organisation's product mix.
to the American Marketing Association, Chicago, "Advertising
is any paid form of non personal presentation of ideas, goods
and services by an identified sponsor."
means to inform (seen as the flow of information about a product
or service from the seller to the buyer). However, advertising does
not end with the flow of information alone. It goes further to influence
and persuade people to take a desired action - like placing
an order to buy a product.
market has become highly competitive with a new brand being
born almost everyday. Irrespective of the kind of product you are
looking for, be it consumer durables like refrigerators, air
conditioners, washing machines or fast moving consumer products
(FMCG) the number of brands available is truly mind boggling.
Naturally it is the prime concern of every marketer to promote their
brand as a shade better than the competitors'. Advertising comes
in handy here.
informing a customer that a brand exists is not enough. Advertising
should be targetted towards the prospective audience in such
a way that it forms a positive impact on the customer and in
the process creates brand recognition.
target advertising campaigns at the groups of customers:
who the ad is targetted at, a firm that plans to spend on advertising,
must make sure that advertising campaign creates a positive impression
of the brand in the minds of the customer, creates a need in them
to try the brand and a commitment to continue using it.
Contributing Author: An Advertising graduate, she writes
Research based Articles on topics ranging from content writing,
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