Role of Advertising Agencies The major role as advertising agency is to work alongside the clients to develop and sustain the brands that they mutually serve, through consumer understanding and insight and through creative and media delivery skills to provide best advice and the best execution thereof to those clients for the advertising of those brands. “Buildings age and become dilapidated. Machines wear out. People die. But what live on are the brands.” Brands are much more than mere products and services. Brands, if successful, are clearly differentiated entities with which consumers can and do form a mutually beneficial relationship over time, because of the values – rational and emotional, physical and aesthetic – that consumers derive from them. The importance can be summed up as follows: ” A product is something that is made, in a factory: a brand is something that is bought, by a customer. A competitor Continue reading
Advertising Management
Benefits of Advertising
Basically advertising is an economic institution. Advertising performs important economic function for the advertiser, affects economic decisions of audience and is an integral part of the entire national and international economic system. Information. One cannot debate the importance of information for consumers about various products, services and organizations to make advantageous economic decisions. The decisions made in the absence or with insufficient information may produce negative and undesirable consequences. Because of ignorance the consumer may purchase inferior product or pay higher prices and may not even know that the product exists. Through ads the information reaches a large number of audience in the shortest possible time. Brand image building. There is hardly any disagreement on this issue. Advertising plays an important role in building the brand image. Consumers develop mental images of brands that may appeal to different market segments. These images may have their root in real or assumed Continue reading
Steps Involved in Advertisement Planning
Advertisers and advertising agencies believe that customers have needs and desires, which can be fulfilled through the purchase and use of products and services. Advertising works largely through appeal of emotions of envy, fear, anxiety, about one’s appearance and lack of status. It is widely assumed that advertising works if the AIDCA formulas are followed. The formula sums up the principles of advertising. The name of the formula is derived from the initial letters of the words: Attention, Interest, Desire, Conviction and Action. The formula suggests that the attention and interests of the customers must be gained first before the process of stimulating desire, imparting conviction and urging action in advertisements can bring about a change in the buying behaviors. Steps Involved in Advertisement Planning The Attention part is the banner or headline that makes an impressive benefit promise. Interest builds information in an interesting way, usually meaning that this Continue reading
Social Criticism of Advertising
Advertising is often criticized as a wasteful activity and an unnecessary evil. Its critics offer the following arguments to prove their contention. Multiplies the needs. Advertising multiplies the needs of the people by inducing them to buy even those things which are not required by them. Since an advertisement is continuously repeated, it creates a desire in the mind of the public to buy the advertised product. Makes the product more costly. The amount of money spent by an advertiser on his product’s advertisement is added to the distribution cost of the product. Thus, the customers have to pay more for the product advertised. Increase in demand at the cost of another manufacturer. Advertising does not always increase the demand of the product. When the demand is inelastic, advertising shifts demand from one producer to another. That means a large amount of money spent on advertising by the manufacturers goes Continue reading
Role and Importance of Advertising
Advertising is part of Marketing. In order to stimulate customer response always the advertisement is a good opportunity for the company to promote. The more people see the product/service, the more they feel like buying it. So many companies rely on advertising these days to boost sales of their products or services, to build a connection with their audience and to create competition with their rival firms. There are different types to gain customer’s awareness like advertising, and promotion, Also there are different places that advertisements can be positioned, using the metro, trams, buses, restaurants and so on The advertising objectives should support main company’s goal and should be discussed with company-client in order to avoid misunderstanding. The advertising roles are based on company’s marketing strategy, like; Increase sales, Increase brand awareness and Supporting other market efforts. Advertising gives companies and businesses the opportunity to build up a brand and Continue reading
Advertising – Definition, Features, Objectives and Functions
Advertising is an important tool of promotion. Advertisement is a non-personal presentation of an idea or a product (where as personal selling or salesmanship help in personal promotional.) Advertisement supplements personal selling to a great extent. Advertising has, acquired great importance in the modern era characterized by tough competition in the market and fast changes in technology, and fashion and taste customers. Advertising is used for communicating business information to the present and prospective customers, often utilizing various mediums such as print, digital platforms, and advertising display screens. It usually provides information about the advertising firm, its product qualities, place of availability of its products, etc. Advertisement is indispensable for both the sellers and the buyers. However, it is more important for the sellers. In the modern age of large scale production, producers cannot think of pushing sale of their products without advertising them. What is Advertising? Advertising is the dissemination Continue reading