Advertising – and its association to other concepts
Introduction:
An advertisement as an object and an advertising as a process has lots
of contents and players to bring that concept. As an object it is the
Ad designer or the agent who has the role to play, while as a process
it is the beholder who has the responsibility to accomplish the
objective. In between these two there are other players also to play
their separate roles. While the whole issue is to manage and explore
the benefits, the role of advertising, being used as a marketing tool
can’t be ignored. This is an attempt to define what an advertisement
is, and how it is related to other objectives.
Definition
Advertising is a process to communicate the desired message of the
producer to the customers. In other words it is the process by which
the message is being passed to the consumers by proper means of
communication. In a well versed form it is one of the marketing mix to
promote goods, services, companies and ideas through an identified
sponsor. One of the 4P’s of marketing is the promotion strategy.
Advertising being a part of promotional mix helps a lot to the
marketers to promote their products.
Elements of advertising Process
There are different elements of advertising. Their relevancy depends
upon the demand of a particular situation and so can easily move in the
priority list to fulfill the need of the situation. As enlisted and
shown in the figure depicted above “an advertisement as a product has
several elements to be judged (in the process starting from concept to
reality) to come as a product to meet the objective of the company”.
The importance of advertising depends upon various factors such as
nature of the product, Industry to which it belongs, competition in the
market, market intensity, stage of the product or the brand in its life
cycle, effect on per capita consumption, customer loyalty, brand
credibility and media.
Advertising is a component of marketing mix has a lot to do in the
market to meet an objective of the beholder. Being a communication
process to put the information about the intended “idea or thought” to
the target audience or defined customers in a manner to satisfy the
intended need is not an easy task. In a very subjective way it is all
to bring the concept into reality to work and meet the intended need.
Through advertisement, the beholder tries to put their information into
the market for their ready acceptance. The intensity of competition has
led a lot of pressure on promoters and advertisers to make a creative,
responding and effective advertisement.
The need of the market has created a different role for advertising to
play in the area of marketing. For a well established product or brand,
advertisement has to just communicate its relevance by transferring the
information to the market. But, for a product or an idea which is
either in an initiation stage or just to move, advertising has a lot to
do in the market for that product. Nature of the product and its stage
in its life cycle is also a great determinant of advertising, to be
designed and to get figured in the market.
Four P’s of marketing and advertising
Product and Advertisement: There are three kinds of products shown in
an advertisement. They are General Products, Esteemed or logical
products and Competitive Products. To advertise a general product
information used in an ad is all the benefits of the product and its
appeal to the target audience. For logical products the information to
be conveyed through the advertisement is the need or satisfaction level
to which the product is designed. For competitive product the
comparative appeal is used in an advertisement to promote the product.
Place and Advertisement: To convey information through advertisement
place strategy covers culture, age, gender, emotion, demography,
geography, society, class of people, Income class to be shown in the
advertisement and through that to target the desired audience. By this
an advertisement helps to promote the product and to reach the targeted
audience.
Price and Advertisement: In an advertisement pricing strategy usually
designed to convey the comparative benefits and price structure with
the competitive products and to target the desired customers to meet
the objective.
Promotion and Advertisement: An advertisement is usually defined as a
promotion strategy to promote the intended idea and meet objective.
When all the other 3 Ps gets compiled in an advertisement it is the
advertisement (a part of the promotional mix) which has to serve the
intended need.
Advertising budget and cost
There are different categories of advertising media to be used for
advertisement. A company has to go through a thorough search of
different available options, budget for advertisement, mass effect of
the media and analysis of cost and benefit of the available media to
meet the objective. The choice of the option depends upon available
options, different objectives subject to the restriction of resources
to be used. For example to meet the objective in terms of its
effectiveness television advertising is used, for others such as for
great branding and reach a large audience magazines are used, while to
assist in cornering the market mail order and leaflets are used. By
advertising one’s business with internet marketing strategies one can
save on his advertising budget and one can run his advertising budget
into arrears if he starts up his internet marketing with the wrong
advertising company. To opt certain media one has to thoroughly
evaluate the objectives, resource constraints, target reach,
accessibility and per capita effect.
There are different types of advertising. It covers Television,
Newspaper, Magazine, Mailorder, Banners, Cost per click, Google SEO,
Weblinx etc. While their effect is respectively, mass effect, budgetary
effect, cost justification effect , an easy lead access effect, brand
development effect, easy access and lesser cost effect, website
promotion effect and in budget advertising effect. The criterion to
select an option to advertise is restricted with the purpose, the
obligation, the resource constraints and the earlier outcomes of those
options.
All the efforts for advertising are to put the information in the
market and get the desired objective fulfilled. Though the definition
is very subjective the outcomes are a mix of qualitative and
quantitative one. Examples of subjective outcome is supporting the
branding process, place the informations at the right place,
stimulating intention and motivation to buy etc while the measurable
outcome is sales growth, increase in per capita consumption etc. The
measurement of an outcome of a selected option becomes a base for
evaluating the decision of the company or the organization moved up
with that decision. While the same outcome, becomes an evaluating
parameter for others to use, as to evaluate that available option.
An ad campaign has different issues to meet the target. Its content
covers, message, appeal, slogan, words, celebrities, media, kind of
satisfaction etc. An ad is a complete justification of the need and the
requirement. Though the justification has several grounds to get a
trade off among different available options, the need to serve and
manage that trade off cant be ignored. It is the resource capacity,
which ultimately talks about the whole of the advertisement. The other
factors which affects the decision is available options and the need.
Advertisement has an important role in marketing to meet the objective
of the beholder. For an organization or the beholder for whom it is
designed, for the ad designer, for the sponsors, and for the customers
as a whole advertising has different meaning. For the sponsor it is the
communication, for the beholder it is the objective, for a customer it
the rationale to decide. To serve different needs of the society it is
designed and used differently. The significance of advertising cant be
ignored as it is the mean to communicate and get the desired result. As
a mean to inform and to add to the credibility the strategy behind
designing an advertisement and its content, there is a lot of factors
to be judged and to comply with. Being an effective marketing tool
advertisement is used to meet several needs and hence to fill the gap
in the market.
Advertising : Different players their association and role :
Manufacturer/Initiator
1. What?
2. How?
3. Where?
4. To Whom?
5. By Whom?
6. How much?
Ad designer/ Ad agencies
1. What?
2. How?
3. By whom?
4. Where?
Sponsor
1. Where?
2. To whom?
3. When?
4. How?
Customers
1. What?
2. How?
3. Who?
Evaluator
1. Shift in per capita consumption
There are five main players playing with an ad concept to come as a
product. They are manufacturer, Ad designer, Sponsor, Customers and the
Evaluator. These different persons have different roles in formulating
the purpose. As shown in the above picture they are concerned with
different parts as to play in this process. Though the start and end
point is not restricted but it all depends upon the requirement and
available options. To enrich their role they have different role
criteria either to be put to initiate the concept or to evaluate the
same on different grounds, in an advertisement process, as shown in the
below mentioned diagram. The terminology and the contents that have
been used to define the roles of each head have the effect of their
responsibility, the stage where they have to play or contribute and
their part in the whole communication process to lead the concept of
advertisement into reality.
After fulfilling the initial criteria these all have to stick towards
different parts of their role within a predefined set to bring
advertisement concept to work. The role of these players and the
requirement of their role gets judged with the whole issues as defined
in the below mentioned figure.
Ad designer/ Ad agencies
1.Message
2.Content
3.Language
4.Media
5.Target audience
6.Slogan
7.Methods
8.Brand association
9.Customer loyalty
10.Brand acceptance
Manufacturer/Initiator
1.Product/Idea
2.Concept
3.Budget
4.Segments
5.Gender
6.Value addition
7.Associated benefits
8.Celebrities
9.Media
10.Language
Sponsor
1.Budget
2.Cost/benefits
3.Media
4.Timimng
5.Target audience
6.Brand loyalty
Customers
1.Brand value
2.Valueaddition
3.Offerings
4.Ad association
5.Need satisfaction
6.Ad message
7. Earlier experience.
Evaluator
1.increase in per capita consumption
2.Customer acceptance
3.Market credibility
Advertising: Evaluation
Now about the product or the theme which get informed through the
advertisement has to take the market acceptance. If the requirement of
all meets properly the intention of the message gets served with proper
acceptance in the market. Being a challenging and required issue of the
market all parts of the process have to meet effectively. Based upon
the results in terms of sales growth, market acceptance, and
credibility as desired initially the advertisement also required to be
evaluated in terms of its effectiveness. There are different methods of
evaluating advertisement effectiveness. Few of them are rating point
(rp) and target rating point (trp). It tries to show the percentage of
the universe of the existing base of users/customers that can be
reached by the use of each media outlet in a particular moment of time.
The difference in these methods is because of the size of the sample
and their dimensions. Hence we can put that these methods could be used
to make an advertisement to fulfill the segmentation strategy with the
more refined method i.e. trp.
To sum up
Advertising has a critical role in marketing. It helps in promoting the
product, improves sales growth, puts the information into the market,
effects people to initiate the action. Apart from its role for a
beholder for whom it is designed it has a great contribution in
generating a sector with employment opportunity and by that creating
its contribution to the society. The affect, credibility, and the
requirement all could be easily measured by its current role in the
market and the economy. From both as a need and as a competitive
requirement, advertising serves a lot in the market. Being an important
marketing tool it servers the need of all the players and by that
proves its credibility to contribute towards the needs and objective.
Article Source:
http://www.articlesbase.com/advertising-articles/advertising-
and-its-association-to-other-concepts-408544.html About the Author
ICWA, 5years Industrial experience in
Auditing,Marketing,Accounting, Research,Publication,Teaching and
Finance.
A passion towards learning and getting knowledge and very keen towards
any knowledge. |
