Advertising is one of
the oldest forms of public announcement and occupies a vital
position in an organisation's product mix.
the American Marketing Association, Chicago, "Advertising
is any paid form of non personal presentation of ideas, goods
and services by an identified sponsor."
To advertise 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.
The consumer 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
However, simply 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:
Irrespective of 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: Akanksha is a freelance content
writer. An Advertising graduate, she writes Research based Articles
on topics ranging from content writing, travel, home improvement