What is Advertising ?
One of the greatest advertising genius the world has ever seen ‘’Sir David Ogilvy’’ said that advertising must sell the product. And he is so right. But not everyone agrees, there are some who says that advertising is all about creativity and then there are some who says that advertising is a creative masturbation. So the war of thoughts has no end. But the fact is advertising has no don’ts and dos, it is all about you and your capability to convince client that your concept will sell his product.
Advertising is important because, ‘the greatest product or service in the world won't make money unless consumers know it exists. Here you will come across expressions that say why advertising is important. Here you'll learn the definition of advertising and common advertising media.
To put it in simpler form, advertising is the action of grabbing public attention and making them buy our products and services. There are various media like print media, television, Internet, and the new generation media is the hot and happening digital media.
Advertising is a 'paid announcements, of the activity or the commercial goals to be achieved. There is negative advertising too; anyone that has turned on the TV during election season knows advertising can be negative.
Advertising is a blend of marketing strategy, events and promotions and sales. But a sales force is often considered a marketing strategy, not an advertising strategy. The new generation media is the most happening tool of promotion, the new media such as search engine optimisers blogs, social media, websites or text messages are the new weapon of mass advertising. To understand in a simpler way, Advertising is an audio or visual form of marketing communication that displays an openly sponsored, non-personal message to promote or sell a product, service or concept. Sponsorship advertising is a business wishing to promote their products or services is a planned form and to the set target audience. Advertising can be communicated through various mass media, including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail. It is a proven formula that commercial advertising often seek to generate increased consumption of their products or services through "branding".
There are non-commercial entities that advertise more than consumer products or services which include political parties, NGOs, religious organizations and governmental agencies.
For the Non-profit organizations there are free modes of advertising available to convince customer through public service announcement. Advertising is also a reassuring tool to convey employees or shareholders that a company is prospering in the right direction and it is successful. Though modern advertising originated with the techniques introduced with tobacco advertising in the 1920s, but advertising can be rooted back to Egyptians who used papyrus to make sales messages and wall posters. Also to our surprise Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. During the ancient era lost and found advertising on papyrus was common in ancient Greece and ancient Rome. Advertising is not new, the outdoor advertising was also present in ancient era, Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of the world.
China was no behind in advertising its own products and services. It is largely known that in ancient China, the advertising started with oral, as recorded in the Classic of Poetry with the bamboo flutes played as background score to sell confectionery products. The Chinese used calligraphic signboards and inked papers also the copper printing plate dated back to the Song dynasty were used to print posters.
Europe has a different reason all together for the evolution of advertising. As the towns and cities started to grow, the general population was unable to read, hence to communicate smoothly signs that denotes the services of "cobbler", "miller", "tailor", or "blacksmith", the images associated with these trade was used such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Hence images in advertising made their entry. As the years passed, there were many who were working towards better way of mass communication. In the 18th century advertisements started to appear in weekly newspapers in England. In the initial stage, print advertisements were used with a focus on books and newspapers, which became increasingly affordable with new technology in the printing press. Today, there are many agencies across the world which offers 30 degree solution in branding and communication. To catch the renowned advertising agency in your city, just surf through Google and you will find many creative agencies.