Advertisement An Inspiration For Marketers
ADVERTISEMENT AN INSPIRATION FOR MARKETERS
Advertisement is a mass communication of information intended to persuade buyers to by products with a view to maximizing a company’s profits. Advertising has become so integral part of our life & society that we cannot imagine any event, Newspaper, magazine, TV serial, Cinema etc. without advertising.
Advertising is a vital marketing tool as well as powerful communication medium. The basic objective of any advertisement is to stimulate sales, direct or indirect by trying to make tall claims about product Performance.
THE ESSENTIALS OF ADVERTISING:
It is a mass communication reaching a large group of consumers.
It makes mass production possible.
It is non-personal communication, for it is not delivered by an actual person, nor is it addressed to a specific person.
It is a commercial communication because it is used to help assure the advertiser of a long business life with profitable sales.
Advertising can be economical, for it reaches large groups of people. This keeps the cost per message low.
The communication is speedy, permitting an advertiser to speak to millions of buyers in a matter of a few hours.
Advertising is recognized communication.
INCLUDED IN ADVERTISING
The information in an advertisement should benefit the buyers. It should give them a more satisfactory expenditure of their rupees.
It should suggest better solutions to their problems.
The content of the advertisement is within the control of the advertiser, not the mediAdvertising without persuasion is ineffective. The advertisement that fails to influence anyone, either immediately or in the future is a waste of money.
The function of advertising is to increase the profitable sales volume.
FORMS OF MESSAGES:
Newspapers and magazines;
On radio and television broadcasts;
Circular of all kinds, (whether distributed by mail, by person, thorough tradesmen, or by inserts in packages);
Dealer help equipment
Window display and counter – display materials and hard work;
Store signs, motion pictures used for advertising,
Novelties behavior advertising messages and mark of the advertiser,
Label stags and other literature accompanying the merchandise.
EXCLUDED FROM ADVERTISING
Advertising is not an exact science. An advertiser’s circumstances are never identical with those of another; he cannot predict with accuracy what results his future advertising efforts will produce.
The buyer and the seller benefit.
Advertising funds come from sales revenue and must be used to increase sales revenue.
The desire and hope for repeat sales insures a high degree of honesty in advertising.
ACTIVITIES EXCLUDED FROM ADVERTISING:
The offering of premiums to stimulate the sale of products;
The use of exhibitions and demonstrations at fairs, show and conventions;
The use of samples and activities, involving news releases and the activities of personal selling forces;
The payment of advertising allowances which are not used for advertising;
The entertainment of customers
IMPORTANCE OF ADVERTISING
Generally, advertising is a relatively low-cost method of conveying selling messages to numerous prospective customers. It can secure leads for salesmen and middlemen by convincing readers to request more information and by identifying outlets handling the product. It can force middlemen to stock the product by building consumer interest. It can help train dealers salesmen in product uses and applications. It can build dealer and consumer confidence in the company and its products by building familiarity.
STIMULATE MARKET DEMAND.
ü While sometimes advertising alone may succeed in achieving buyer acceptance, preference, or even demand for the product, it is seldom solely relied upon.
ü Advertising is efficiently used with at least one other sales method, such as personal selling or point-of-purchase display, to directly move customers to buying action.
ü Advertising has become increasingly important to business enterprises – both large and small. Outlay on advertising certainly is the voucher. Non-business enterprises have also recognized the importance of advertising.
ü The attempt by army recruitment is bases on a substantial advertising campaign, stressing the advantages of a military career.
ü The health department popularizes family planning through advertising Labour organizations have also used advertising to make their viewpoints known to the public at large.
ü Advertising assumes real economic importance too. Advertising strategies that increase the number of units sold stimulate economies in the production process. The production cost per unit of output is lowered. It in turn leads to lower prices. Lower consumer prices then allow these products to become available to more people.
ü Similarly, the price of newspapers, professional sports, radio and TV programmes, and the like might be prohibitive without advertising. In short, advertising pays for many of the enjoyable entertainment and educational aspects of contemporary life.
CONCLUSION
Advertising has become an important factor in the campaigns to achieve such societal-oriented objectives such as the discontinuance of smoking, family planning, physical fitness, and the elimination of drug abuse. Though in India, advertising was accepted as an effective and recognized means of promotion only 25 years ago, its growing productive capacity and output necessitates the finding of consumers and advertising plays an important role in this process. Advertising helps to increase mass marketing while helping the consumer to choose from amongst the variety of products offered for his selection. In India, advertising as a profession is in its infancy. Because of this fact, there is a tremendous scope for development so that it may be productively used for the benefit of producers, traders, consumers, and the country’s economy.
