What is Advertising?

What is Advertising?

Advertisement is a non -personal communication and it is a paid method to communicate with the customer, by the marketer which explains to the customer about the product and through which marketer can promote or sell a product, services, or ideas. 

Definition of advertising by Philip Kotler

Advertisements are made in such a way, that they are innovative, attractive and some of them are funny, influential, every advertisement has its own story. Advertising is a part of marketing management. Many of them are made after noticing the behavior and needs which have arisen by the customer. Advertisements are generally made, really short of about 30 seconds. So the viewer does not lose interest while seeing a long advertisement.

Throughout so many years Indian advertisement industry had changed a lot

And had now become more entertaining and influential.

TARGET AUDIENCE

“Target Audience is the group of potential buyers of a product. A firm must            

 focus on consumers who have the ability to and willing to buy their goods and services”.   

       

Now, moving on to Role of Advertising on Target Audience:

Advertisers identify the correct audience to take appropriate advertising decisions such as the following:

Media Selection – Based on the Target Audience Companies identify which media of advertisement to select

Eg. – For FMCG Products, Companies choose Mass media like TV, print, outdoor

Pantene Shampoo released a television ad starring ANUSHKA SHARMA

Brand Ambassador

  The company chooses a brand ambassador who will appeal to and credible to its target audience.

Eg. – L’oreal Paris is endorsed by AISHWARYA RAI to signify beauty and excellence.

Content of Advertising Message

  A message should respect the target audience’s sensibilities.

Eg. – Tanishq released as an elegant ad with DEEPIKA PADUKONE to show beautiful jewellery.

   Period of Advertising

  Advertisers prefer advertising during Hindu festivals such as Diwali to increase sales.

   Eg.-Gitanjali advertises their special offers and discounts during Akshaya Tritiya.
      Advertising Budget

    advertiser fixes the ad budget depending on the target audience.

   Eg.-An advertiser does not need a large budget for rich & educated target audience.