Industry Profile Advertising

Advertising today has become an integral part of promoting a product. The human eye is exposed to thousands of commercials on daily basis. These commercials are just a few of the communication tools employed by the company to generate and spread awareness regarding his product/ service in the minds of his target audience and eventually convert them into his loyal customers. Thus, they are considered to be a part of marketing communication tools employed by the company to promote his products/ services. The purpose of advertising could be listed as follows:

1. To generate awareness regarding the products/ services of a provider or company.

2. To proceed from awareness to the level of developing a liking to wards the product or service.

3. To convert the liking of the customer into customer loyalty.

Advertising has been defined by Albert Lasker as ‘salesmanship in print, driven by a reason why’. But, today, the scope of advertising is not merely limited to print. In fact, it is found to be relevant in all the major communication media: whether it be radio, TV, internet, print.

What is Advertising?

Advertising may be defined as ‘the structured and composed non personal communication of information, usually paid for and usually persuasive in nature about products (goods, services and ideas) by identified sponsors through various media.’ Thus, its main features could be discussed as follows:

1. It is a structured form of communication involving the use of both verbal and visual content, composed to fill specific space and time formats determined by the sponsor.

2. It is a paid, mass- mediated attempt to persuade the customer towards the products and services of the provider. The company or organization that pays for advertising is called the client or sponsor.

The main aim for a company to advertise regarding its products and services is basically to persuade the consumer into buying the products. The ad informs the consumer for some purpose and...