Advertising or advertising is a
form of communication for marketing and
used to encourage, persuade, or manipulate 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. This type of work belongs to a category called affective
labor
“Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.” Philip Kotler
“Advertising not only plays a vital role in promoting our economic growth but it is a colorful and diverting aspect of life.” Peter Drucker
Characteristics of Advertising:
It is a mass non personal
communication.
It is a matter of record
It is a marketing tool.
It persuades buyers to
purchase the goods advertised
Functions
of Advertising:
Promotion of sale
To create awareness
about introduction of new product
Facilitate mass production.
Creation of good
public image
Education of people
Types of Advertising:
PRODUCT Advertising
PROFESSIONAL ADVERTISING
TRADE ADVERTISING
INDUSTRIAL
ADVERTISING
CONSUMER ADVERTISING
Role of Advertising:
The communication role
The economic role
The societal role
A marketing role within advertising will focus on satisfying general consumers and seeing to their requirements through services and goods. It will not be directed at all the public but only at certain customers that are termed a ‘target market’.
A communication role in advertising will refer to a mass communication intention that advertising will be capable of fulfilling. This is an impressive way in which to inform customers and let them know about the services and goods they wish to buy.
With regards to an economical role in advertising, this will directly deal with the objectives of the advertiser. Normally, the objectives of an advertiser are to be able to generate sales from an advertisement. It will also help a consumer to appraise both the value as well as the benefits of any of the products, which are advertised against their prices that the products are being offered at so as to make the most economic and efficient choice.
Finally, a societal role within advertising is quite a fascinating role. On the one hand, an advertisement will help to generate the trends within a certain society. In contrast, it is the cause of breaking a norm that has been a part of society for a while so as to generate a truly unique impact. It tends to have a somewhat tentative nature, which some people will like while some will resent it.