Advertising is a non-personal form of paid communication used to promote products, services, ideas, or brands to a large and diverse audience.
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Key characteristics of the nature of advertising:
- Non-personal: It does not involve direct interaction between the seller and the individual customer.
- One-way communication: The message flows from the advertiser to the audience without expecting an immediate feedback.
- Paid form: Advertising space or time is paid for by the sponsor.
- Mass reach: It can reach a large number of people at once, making it cost-effective for wide exposure.
Example: A TV commercial promoting a new brand of shampoo.
Objectives of Advertising:
1.) Create Awareness:
- Advertising helps introduce a new product or service to the market and makes people aware of its existence, features, price, and availability.
2.) Generate Interest:
- It aims to capture the attention of potential buyers and create interest in the product or service by showing its benefits and uses.
3.) Build Brand Image:
- Advertising helps create a positive image and personality for the brand in the consumer’s mind. A strong image builds trust, loyalty, and preference over time.
4.) Stimulate Demand:
- It encourages people to make a purchase decision by showing the usefulness or urgency of the product.
5.) Support Salespeople and Other Promotional Tools:
- Advertising prepares the ground for personal selling, sales promotions, or public relations by creating familiarity and interest beforehand.