What Is Advertising?
Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. Advertising has long been viewed as a method of mass promotion in that a single message can reach a large number of people. But, this mass promotion approach presents problems since many exposed to an advertising message may not be within the marketer’s target market, and thus, may be an inefficient use of promotional funds.
However, this is changing as new advertising technologies and the emergence of new media outlets offer more options for targeted advertising. Advertising is a form of communication used to encourage or persuade an audience (viewers, readers or listeners) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful.
Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; ornew media such as blogs and websites and text messages. Commercial advertisers often seek to generate increased consumption of their products or services through “branding,” which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers.
Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as apublic service announcement.
Those in client servicing must therefore interact with clients, gather information, oversee research where necessary, gauge consumer attitudes and based on this, work along with the various departments of the agency to formulate the most appropriate and effective advertising strategy within the specified budget. To be an effective client-servicing person, the candidate has to have a thorough knowledge of the client’s business and also know his weak points so that, through advertising and communications, the gap can be minimised.
An accounts executive who works in the client servicing department takes care of all the monitory dealings. He should know the most effective way to advertise clients product or service i. e the media and their cost effectiveness. Account executives should also have an idea about market research and target audiences. Market Research Every good ad plans, start with research. This is the department which surveys the market and analyses and studies consumer behavior about a product or service.
They are involved with collection of data- information about the consumer, the market, existing competition and so on. The research studies provide basic information to the manufacturer, for planning a new product. Media planning/Research Responsibility of media planning department starts at the point when the ad is complete. Media Department is responsible for the planning, scheduling, booking and purchase of space and time (in newspapers, magazines, radio and TV, and outdoor hoardings).
The media department must therefore devise the most effective use for an advertising budget to effectively and economically transmit a campaign message to the target audience. This department consists of the following: Media Planners who decide the different media where the ads would be featured in order to get maximum viewership. Media Buyer has to negotiate to buy space in the Press, or time on electronic media at the best rates for which he has to understand the buying as well as selling trends.