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What is advertising?

Like many other commonplace words – think of art, love, andjustice, for example –advertising is surprisingly hard to define with precision. First, there is the difference between advertising and advertisements: advertising is a process, advertisements are the end result of that process, but the words are often used interchangeably. Second, and perhaps more importantly, while the public uses the word ‘advertising’ to cover all kinds of publicity, within the advertising industry the word is used fairly specifi cally (though even here, confusions arise).
Different Kinds of Advertising
Advertising is all over the place: on radios, billboards, TV, newspapers and magazines. It is a dominant icon of western financial systems, and businesses from the most modest to the most powerful count on advertising to preserve name, identification and economic welfare.
Word of Mouth Advertising
When consumers are content with something, they'll inform their peers, family and acquaintances. Word of mouth advertising is the most inexpensive kind of advertising, but depends on the supposition that the individual doing the conversation is reliable.
Newspaper Advertising
Newspaper advertising assumes the shape of classified service advertisements, exhibit ads, interleaves (typically flyers), advertorials and press releases, which are prime stories/trade profiles done as a courteousness (but not a support) for the newspaper's advertisers.
Magazine Advertising
Magazine advertisements are much more luxurious and alluring than newspapers, particularly if the advertisement appears on in of the frontage and backside covers. The more esteemed the magazine, the more probable the advertisements are intended by public relations' companies.
Public Service Announcements
Public Service Announcements (also known as "talking heads") are basic TV and radio spots of 15, 30 and 60 seconds that support nonprofit companies. There is no expense for the air time.
Commercials Advertising
Advertisements are 30 to 60 seconds in duration, are designed as difficulty/resolution situations and are both costly to generate and to air--based on the time gap in which they are aired.
Internet Advertising
Web portals, podcasts, blogs, pop-ups, banners, email and chat rooms are all virtual podiums that permit promotional substance to be accessible 24/7.
Direct Mail Advertising
Postcards, sales letters, catalogs and press kits are hard copy advertising paraphernalia that--additionally to their imitation expenses--need postage and the acquirement of mailing lists.
Billboard Advertising
This advertising type emphasizes on the part of the billboard. Confines of exterior areas screening the data are high. Acquiring the interest of the onlooker to see the data is also a topic to be measured.
Taxi, Cab or Bus Advertising
This advertising type emphasizes on the area of the transportation of the automobile. This confines the array of screening spectators. This, similar to billboards, puts forth the subject of gripping the interest of the community the ad is attempting to reveal the information.
Aerial Banner Advertising
This advertising type emphasizes on enormous populace of different territories. Depending on the territory the publicity is unbounded. Gripping or grabbing the public's interest is rooted in straightforward human behavior to see the airliner that is flying in the clouds. People characteristically look up when an airplane flies above their head. To have a poster with an advertisement dragging at its rear adds more inquisitiveness and reaction.
Radio Advertising
This advertising type is focused at the local consumers. The disadvantage to making use of radio advertising is that the consumer requires having tuned in to the station. Promoting ads on the radio is one more deliberation given that the significance of evaluating the most appropriate tuning in time is fundamental to the advertisement being heard at the finest time. The advantage of making use of radio is the listeners do have a tendency to bear in mind tunes that are captivating.
In simple words, advertising is the endorsement of a merchandise, event or service that is carried out chiefly to drive their sales. It is also carried out with the purpose of building up the brand individuality in addition to communicating any modification or new merchandise and services presented to consumers. Advertising is a crucial constituent of the marketable and business world and trades put forth huge quantities of profits through their advertising finances.
Every day when we watch TV or read the newspaper, we come across advertisements. Advertising persuades people to buy a certain product. It brings goods to the attention of consumers.
People who are concerned with marketing deal with:
1. Market research
2. Product development
3. Promotion

1. MARKET RESEARCH
The main idea of market research is, to find out whether a product is needed, whether people would buy it and what kind of people that are. These people are called TARGET GROUP.
Market research is often carried out buy specialist organisations, they make market surveys and customer tests to find out preferences in design, quality, colour and taste. This information is used to decide whether to produce a product, how much it should cost and how it should be promoted.

2. PRODUCT DEVELOPMENT
There are two ways of product development. On the one hand the product-orientedcompanies and onthe other hand the market-oriented companies. Product-oriented companies invest a lot of money and time in finding new or im-proved goods to sell them on the market. This is a very risky form of product development, because companies might not sell the new goods. So they lost a lot of money. Market-oriented companies want to find out what is needed and then they try to develop new ways of production or new goods.

3. PROMOTION
Promotion is very important because however good a product is, it will not find any buyers, if no one knows about it. If you want to sell a specialised product, all you have to do is to write to people or companies, which are known to be interested or place an advertisement in a trade magazine. If you are not able to do this yourself, you can instruct an advertising argency. They have the experts who can make a successful campaign. They know how, when and where the message should be transmitted to reach most people of the target group. At the beginning of production, advertising will inform you what a product is like, where you can get it and how much it costs. Later, it is necessary to persuade the people to keep on buying or attract new customers to buy. Modern advertising uses language, pictures, sound and colours to sell the products

What does advertising do?

Everyone who works in advertising gets used to outsiders asking:‘ What makes an advertising campaign successful? What is the secret of effective advertising?’ –or something very similar. The question implies there must be some kind of ‘Golden Key’, which advertisers can use to unlock the secret of producing advertising that works. But there is no Golden Key – and there is no single answer to the question ‘What makes an advertising campaign successful?’ (Though the people who ask it are nearly always keen to proffer an answer of their own,which is why they ask the question in the first place.) There could never be a Golden Key, because even campaigns that are specifically intended to sell things do so in a multitude of different ways, with a multitude of different immediate objectives. Here are ten common ones, used by different advertisers at different times for different products and brands (we will look closely at the difference between a ‘product’ and a ‘brand’ in Chapter 3). The list is not comprehensive, and could never be, as advertisers are constantly inventing new objectives. However, a campaign may be intended to:
• launch a completely new brand;
• launch a new product into an existing brand – a ‘line extension’;
• promote an improvement to an existing brand;
• make people who have not heard of a brand become aware of it;
• persuade people who know of a brand but haven’t tried it to try it;
• persuade ex-users of a brand to try it again;
• persuade current users to use it more often;
• persuade current users to try using it in different ways;
• persuade a different target market – younger or wealthier
perhaps – to use the brand;
• persuade retailers to stock the brand, so people can easily buy it.

These varying objectives demand varied messages, and so demand an almost infinite variety of advertising approaches. Many textbooks argue that it is vital to define the single objective of any campaign with precision, and in detail, before running a campaign. Advertising that tries to be all things to all people, they argue, always fails. Well it is certainly essential to define the objectives of any campaign with precision, and in detail – but a campaign may well have more than one single objective, as long as the different objectives are consistent with each other and are in no way mutually contradictory. Indeed, recent research has shown that most successful campaigns have, on average, approximately two-and-a-half overlapping objectives, for example ‘ To build awareness among affluent prospective customers of an exclusive new brand which they will find only in top-quality retailers’. (That particular objective includes no fewer than four overlapping objectives – to build awareness/among affluent customers/of an exclusive brand/only available in top-quality retailers – and all of them are essential to achieve the brand ’s entire goal.)

The advertising strategy

The objectives of any campaign will be spelled out in a crucial document generally called the advertising strategy. This is a key blueprint in the creation of new campaigns, and we will return to it frequently throughout the book. Different advertisers and their agencies give it different names, but its purposes are always the same: to define the objectives of the advertising campaign, and to ensure everyone involved in producing the campaign knows exactly what these are. This will ensure that they all (many of them highly paid creative people) waste no time developing ideas that are irrelevant or are not what is required. To achieve these purposes, the advertising strategy will have a raft of subheadings and boxes which must be completed before any work on the campaign goes ahead. These subheadings/boxes will precisely defi ne the blueprint of the campaign. They will include the campaign’s objectives; facts about the brand that show the objectives to be realistic; the brand ’s competitors, with details of their advertising and marketing campaigns; a summary of any relevant market research – saying why consumers use the brand, and why they do not; the message the campaign must communicate, and the tone in which it must be communicated; which media are likely to be used for the campaign; the budgets available both for the preparation of the advertisements and for the media campaign; a timescale for both the preparation of the advertisements and for the duration of the media campaign when it runs; any other details felt to be important to the campaign in question; and, particularly, the target market at which the campaign will aim.

References:
Fletcher,Winston., 2010. Advertising a very Short Introduction:Oxford University Press.
http://www.articleswave.com/advertising-articles/different-kinds-of-advertising.html