Advertising

Advertising is the process of promoting a product with the intention of creating awareness about the products, consumer items and services of a company or an individual. There are different levels and types of advertising. Sometimes, advertising is used to introduce a new product or a service to the target market. This can be to introduce a brand that competes with an existing product or service or it can be to introduce a new concept.

Secondly, advertising is used to enhance the existing customer base. Here the advertisements try to reach out to more new customers and new consumer groups.

Thirdly, advertising is used to retain the existing customers and to increase the customer loyalty.

Advertisements, in all the above situations use marketing scripts to present and promote the product or service. They will highlight the strong points of a particular product and try to point out the weak points of its competitor brands in a subtle way. For example, this can be done by using the color scheme of the competitor brand in a product that is shown as in effective or useless without really labeling such items.
Top brands invest a considerable amount of time and money in advertising their products or services. They set a certain percentage of the profit generated every year towards brand promotion.

The media serves as the main channel for the advertising industry – television, newspaper, radio, internet, SMS etc. are highly exploited by the advertising industry. Other forms of advertisements include, neon boards, hoardings, mobile bill boards, wall posters, wall paintings, cinema, web banner ads, magazines, cab doors, carry bags, rack cards, shopping carts etc. The advertising industry is getting creative day by day to utilize every little space that they can to effectively reach out to the public.

Advertising is not only used to promote a product or a service that generates revenue, it is also used to create awareness about an institution or about a social cause such as aids awareness, fund generation, religious cause, political cause etc.

Advertising which is supposed to create positive image about a product or a service can have just the opposite effect when it is not handled properly or over done. When ever the public consider it as intrusion, you can be sure that an advertisement will create a negative image of the product or the service it is promoting. For example the number of telemarketing calls from the credit card companies, and the endless unsolicited mails that we receive daily in our inbox are good examples of advertisements those create negative impact.

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