- By Muneeb Jamal
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Any paid form of non-personal presentation of goods, service or any idea by an identified sponsor is called advertising.
Any place an "identified" sponsor pays to deliver their message through a medium is advertising.
1. Purpose of Advertising:
Although there are many types of advertisements and every type may have some specific purpose but generally, almost all the advertising types have the following purposes:
- Secure attention.
- Make people aware of company’s products/services.
- To convince customers that company’s product or service is the best in market.
- To motivate them and arouse interest in company’s product/service.
- Creation of need or desire to get the product.
- Increase sales of product and generate maximum revenue.
- To change perception of people.
- To enhance company’s reputation.
- Keeping consumers informed about the latest products or services that is offered by company.
- To impress trade channels.
- To persuade customers to ask for more information or place orders or demonstration etc.
In simple words we can say that the basic purpose of advertising is “AIDA” i.e. creating Awareness among consumers about the product, arousing Interest for the functions performed by company’s product or service, initiating a Desire among them to try your product and finally taking an Action in the form of asking for further info or actually buying the product.
2. Essentials of Advertising:
Nowadays it is very difficult to convince customer to buy a particular product of a particular company or brand. As the basic aim of advertising is to create awareness among people about a particular product and increase the revenue generated by sales of these products, therefore, it is very important to design the ad campaign in the best possible way. Here are some of the principles and latest trends which lead to successful advertising campaigns;
The most important principle of successful advertising is to research about the needs of the customer and the market trend in that particular product. E.g. if one wants to make an ad on toothpaste, he should know that what qualities a customer wants in a toothpaste. Similarly while making smartphone ads, one should know that what are the priorities of customer that they want to have in their smart phones and at what price. Considering the telecom ads, one can analyze that how much research do they do to make an ad because each company offers a large number of packages.some are related to national calls and sms, some are related to international calls and some are related to night packages or internet.
Another important aspect of ads is the creativity used in it. Among the large number of ads aired on TV, radio or other sources, the consumer wants to look for something different, creative and unique. Ufone ads in Pakistan are very popular as they present their ads in a very different way involving humor, suspense, thriller which people enjoy a lot. Nowadays, music or dance is seen in almost everyother telecom service provider ads e.g. “Yun chalay k Balay Balay” of Mobilink, “life on Kar” in “uthpackage”, “Jazz Jazba” etc.
2.3. Clarity in Message:
Whatever message one wants to deliver, it should be very clear, simple and striking. It can be achieved through clear and loud (not extra loud) voice, content of the message and the relevance. E.g. if a bank is offering money transfer service, it should clearly mention that and refer to it in its ads, similarly if a multinational company is offering Tickets for winners of lucky draw in a contest related to its one product, it should clearly mention that with which product, this contest is associated. Clarity does not mean that your voice should be louder but also that it should be clear and specific.
2.4. Comprehensive Message:
The message delivered in ads should be comprehensive involving every detail the customer may want to know. E.g. function of a product and its price, or how to use a particular product as shown in “masala ads” or mobile phone ads, electronic appliances ads. It should not be very lengthy so that the audience does not get bored with it.
2.5. Colorful Ads:
Almost every company has some color associated with it. Keeping in view that color, companies may design ads which give a sort of message or feeling associated with the brand and make them more colorful. E.g. red color is associated with Coca Cola, Mobilink, Olpers milk and blue color is mostly used by telenor or Pepsi. Color is also related to the type of message being delivered. E.g. if message is related to some fun activity, colors used should be bright and if the message is serious or related to health issues, colors used should be white or simple color scheme. It entirely depends on message content and company’s personal preference or logo.
2.6. Use of Graphics:
Ads should not include text only but use of graphics can make it more interesting, creative and attractive. These can specially be used in smart phones ads or ads related to technological products or companies.
2.7. Actionable Ads:
Ads should be designed in such a way that it mobilizes or motivates the consumer to take some action and go for buying the product or as for more information. This can only be done if message in ads is clear, comprehensive, interesting and colorful.
It should be kept in mind that as there are different types of advertising, therefore, it is not necessary that all these principles apply to all types but generally those quoted above are the essentials of almost all type of advertising.