Media type,purpose,feature,objective,5 m’s,importance

Advertisement Definition

An advertisement (often shortened to advert or ad) is the promotion of a product, brand or

service to a viewership in order to attract interest, engagement and sales. Advertisements come in
many forms, from copy to interactive video, and have evolved to become a crucial feature of the
app marketplace.

An advertisement is different from other types of marketing because it is paid for, and because
the creator of an advert has total control over the content and message.

An advertisement is a message carried in one of the various forms of ‘media’ such as newspapers
and magazines, radio and television, and the posters and neon signs that we see in the market
places. The purpose of most advertisements is to persuade a particular audience or group of
people to buy the product or service offered by the advertiser.

Why are advertisements important?

Advertisements are a guaranteed method of reaching an audience.

Purpose of Advertising

Advertising is within the scope of a promotion, which is one element in the marketing mix. The
main purpose of advertising is to:

1.Give information,

2.Attract attention,

3.Create awareness, and

4.Influence the buying behavior of consumers.

Features of Advertisement

They use exaggerated language, full of adjective and adverb to paint an appealing picture. They
start sentences with imperative. They use memorable images and slogans. They use memorable
quotes or authorities from famous people. Their sole purpose is to convince the reader to by their
product. The features of advertising are as follows:
1. It is a paid form of communication: Advertisements appear in newspapers, magazines,

television or cinema screens because the advertiser has purchased some space or time to

communicate information to the prospective customers.

2. It is a non-personal presentation of message: There is no face-to-face contact with the

customers. That is why, it is described as non-personal salesmanship. It is a non- personal form

of presenting products and promoting ideas and it supports personal selling. It simplifies the task

of sales-force by creating awareness in the minds of potential customers.

3. The purpose of advertising is to promote idea about the products and services of a

business: It is directed towards increasing the sale of the products and services of a business

unit.

4. Advertisement is issued by an identified sponsor: The identity of the businessman issuing

the advertisement must be disclosed. Non-disclosure of the name of the sponsor in propaganda

may lead to distortion, deception and manipulation. Advertisement should disclose the sources of

opinions and ideas it presents.

5.Publicity: Advertising publicizes goods, services, ideas and event events. It is primarily for
giving information to consumers. This information is related to the features and benefits of goods
and services of different types. It offers new ideas to customers as its contents are meaningful.
The aim is to make the popularize ideas and thereby promote sales. 
6.Target oriented: Advertising becomes effective and result-oriented when it is target oriented.
A targeted advertisement intensively focuses on a specific market or particular groups of
customers (like teenagers, housewives, infants, children, etc.)
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 Objectives of Advertising

There are 3 main objectives of advertising. These are:

To Inform
Advertisements are used to increase brand awareness and brand exposure in the target market.
Informing potential customers about the brand and its products is the first step towards attaining
business goals.
To Persuade
Persuading customers to perform a particular task is a prominent objective of advertising. The
tasks may involve buying or trying the products and services offered, to form a brand image,
develop a favorable attitude towards the brand etc.
To Remind
Another objective of advertising is to reinforce the brand message and to reassure the existing
and potential customers about the brand vision. Advertising helps the brand to maintain top of
mind awareness and to avoid competitors stealing the customers. This also helps in the word of
mouth marketing.

Other objectives of advertising are subsets of these three objectives. These subsets are:

 Brand Building
 Increasing Sales
 Creating Demand
 Engagement
 Expanding Customer Base
 Changing Customers’ attitudes, etc.

Types of Advertising media

1. Print: Magazines, Newspapers, Journals, Periodicals, etc.

2. Broadcast: Satellite TV Channels and Radios.
3. Non-broadcast: Cinema, CCTV, local cable TV, etc.
4. Outdoor: Hoardings or Billboards, Posters, Neon light sign board, etc.
5. Transit or vehicular: Railways, Public transport buses and Tramps, etc.
6. The point of purchase: Hangings on stores, Banners, Pamphlets, Stickers, Window
Display, Painted signs, etc.
7. Specialty media: Calendrers, T-shirts, badges, caps, keychains, Diaries, etc.
8. Virtual media: Online Blogs, forums, social media websites, email ads, etc.
9. Miscellaneous: Direct mail advertising, Trolleys at the airport, Carts in departmental
stores, etc.
These advertising media have their unique features, merits, limitations and suitability. An
advertiser has to consider his ad budget and then select the most appropriate media to run his ad
campaigns.
 Five M's of Advertising

The decision making in advertising is a five-step process. It is called ‘Five M's of Advertising.’ It

consists of: