What is advertising?
- mansigoyal | Wed Apr 14 2021
Switch on your TV. You will see alot of ads. Watch a youtube video, you will see 3 ads within 10 mins. Browsing social media, a box poped which says buy 2, get 1 free for Woodland shoes. Apparently, this is all advertising. Advertising is a paid form of non personal promotion, through an identified sponsorer to a large group of targeted people. Any promotion which satisfies all these features is termed as advertising. Therefore, every promotional tool is not advertising.
We will talk about advertising in great detail. It is a very vast topic to discuss upon. Here, we have looked at a very precise definition of advertising and now we will discuss its applicability in real life. Whenever some one hears of advertising, except a layman, one would look into the AIDA model of advertising. It stands for Awareness, Interest, Desire and Action. Creating awareness is the foremost objective of any advertiser. One tends to create a brand image in the mind of the consumer. For eg. A new product is launched in the market. How will you know about it? Primarily, through advertising. Taking recent times, a product which works as a sanitiser wash for fruits and vegetables was launched. I saw an ad how you can even sanitise your raw food. Hence, I got to know that such a product exists.
Next, while talking to one of my friends, I got to know that product is really useful and worthy. So, my interest was developed for the product but do I buy it? I have the need for it. So, I have a strong desire too. But to convert that desire into action, I should have the will to buy that product backed by sufficient purchasing power. Then only my desire will be converted into action, fulfilling the motive of any advertiser.
Now coming on to a more relevant topic. Is advertising a social waste? Google the advertising budget of Coca Cola. Yes, I was also shocked. It is in millions. So you can imagine that how crucial it is for an organisation to advertise their product. Advertising is not a social waste, when done with utmost care. The advantages of advertising far outweigh the costs incurred to produce that advertisement. Advertisement helps to create more sales, more profits, brand loyalty, global reach, launch a new product or service and endless more. An advertiser needs to take care of the target market in terms of income, age, geography and many other filters to be in a good position. Hence, advertising is very important to a firm otherwise it can prove to be a double edged sword also.