Advertising - Nature and scopeCreative advertising strategies?

Answer 1

AD. NATURE AND SCOPE.

Advertising is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) 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.

Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such asnewspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as blogs,websites or 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 (PSA).

Modern advertising was created with the innovative techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered the founder of modern, Madison Avenue advertising.[1][2][3]

In 2010, spending on advertising was estimated at $142.5 billion in the United States and $467 billion worldwide [4]

Internationally, the largest ("big four") advertising conglomerates are Interpublic, Omnicom, Publicis, and WPP.

Scope and Importance of Advertising

Advertisements are important for:

• standardized products
• products aimed at large markets
• products that have easily communicated features
• products low in price
• products sold through independent channel members and/or are new.

Broadcast Ad spending is at an all time high due to heavy competition in the:

• Computer industry
• Telecommunications Industry
• Auto Industry

Whenever severe competition between marketers, introducing new products etc. Even with evolution of direct marketing, and interactive media.

Nature of Advertising

Used by many types of organizations including Churches, Universities, Civic groups and charities, politicians!!

Need to consider the following issues:

• Does the product possess unique, important features to focus on Unique Selling Point (USP)
• Are the hidden qualities important to the buyers
• Is the general demand trend for the product adequate
• Is the market potential for the product adequate
• Is the competitive environment favorable
• Is the organization able and willing to spend the required money to launch an advertising campaign