Advertising Promotion Business : Assignment

Topic Name: Advertising in market:
Submitted by: Abdul Salam
Roll No 95805
MBA (Executive)
Gomal University Dera Ismail khan

Advertising: Pay to Play
Advertising is any paid form of communication from an identified sponsor or source that draws
attention to ideas, goods, services or the sponsor itself. Most advertising is directed toward groups
rather than individuals, and advertising is usually delivered through media such as television, radio,
newspapers and, increasingly, the Internet. Ads are often measured in impressions (the number of
times a consumer is exposed to an advertisement).
Advertising is a very old form of promotion with roots that go back even to ancient times. In recent
decades, the practices of advertising have changed enormously as new technology and media have
allowed consumers to bypass traditional advertising venues. From the invention of the remote
control, which allows people to ignore advertising on TV without leaving the couch, to recording
devices that let people watch TV programs but skip the ads, conventional advertising is on the wane.
Across the board, television viewership has fragmented, and ratings have fallen.
Print media are also in decline, with fewer people subscribing to newspapers and other print media
and more people favoring digital sources for news and entertainment. Newspaper advertising
revenue has declined steadily since 2000.[1] Advertising revenue in television is also soft, and it is split
across a growing number of broadcast and cable networks. Clearly companies need to move beyond
traditional advertising channels to reach consumers. Digital media outlets have happily stepped in to
fill this gap. Despite this changing landscape, for many companies advertising remains at the
forefront of how they deliver the proper message to customers and prospective customers.
The Purpose of Advertising
Advertising has three primary objectives: to inform, to persuade, and to remind.
Informative Advertising creates awareness of brands, products, services, and ideas. It announces
new products and programs and can educate people about the attributes and benefits of new or
established products.
Persuasive Advertising tries to convince customers that a company’s services or products are the
best, and it works to alter perceptions and enhance the image of a company or product. Its goal is to
influence consumers to take action and switch brands, try a new product, or remain loyal to a current
brand.
Reminder Advertising reminds people about the need for a product or service, or the features and
benefits it will provide when they purchase promptly.
When people think of advertising, often product-focused advertisements are top of mind—i.e., ads
that promote an organization’s goods or services. Institutional advertising goes beyond products to
promote organizations, issues, places, events, and political figures. Public service announcements

(PSAs) are a category of institutional advertising focused on social-welfare issues such as drunk
driving, drug use, and practicing a healthy lifestyle. Usually PSAs are sponsored by non-profit
organizations and government agencies with a vested interest in the causes they promote.
Advantages and Disadvantages of Advertising
As a method of marketing communication, advertising has both advantages and disadvantages. In
terms of advantages, advertising creates a sense of credibility or legitimacy when an organization
invests in presenting itself and its products in a public forum. Ads can convey a sense of quality and
permanence, the idea that a company isn’t some fly-by-night venture. Advertising allows marketers to
repeat a message at intervals selected strategically. Repetition makes it more likely that the target
audience will see and recall a message, which improves awareness-building results. Advertising can
generate drama and human interest by featuring people and situations that are exciting or engaging.
It can introduce emotions, images, and symbols that stimulate desire, and it can show how a product
or brand compares favorably to competitors. Finally, advertising is an excellent vehicle for brand
building, as it can create rational and emotional connections with a company or offering that translate
into goodwill. As advertising becomes more sophisticated with digital media, it is a powerful tool for
tracking consumer behaviors, interests, and preferences, allowing advertisers to better tailor content
and offers to individual consumers. Through the power of digital media, memorable or entertaining
advertising can be shared between friends and go viral—and viewer impressions skyrocket.
The primary disadvantage of advertising is cost. Marketers question whether this communication
method is really cost-effective at reaching large groups. Of course, costs vary depending on the
medium, with television ads being very expensive to produce and place. In contrast, print and digital
ads tend to be much less expensive. Along with cost is the question of how many people an
advertisement actually reaches. Ads are easily tuned out in today’s crowded media marketplace.
Even ads that initially grab attention can grow stale over time. While digital ads are clickable and
interactive, traditional advertising media are not. In the bricks-and-mortar world, it is difficult for
marketers to measure the success of advertising and link it directly to changes in consumer
perceptions or behavior. Because advertising is a one-way medium, there is usually little direct
opportunity for consumer feedback and interaction, particularly from consumers who often feel
overwhelmed by competing market messages.
Developing Effective Ads: The Creative Strategy
Effective advertising starts with the same foundational components as any other IMC campaign:
identifying the target audience and the objectives for the campaign. When advertising is part of a
broader IMC effort, it is important to consider the strategic role advertising will play relative to other
marketing communication tools. With clarity around the target audience, campaign strategy,