Advertising

Advertising is the act of making a product, a service, a job vacancy, an event etc publicly known.

The advertising has many applications.

• A corporate/image advertising is used to form a lasting image.

• A product advertising is used to distinguish a certain brand of

• Rubric advertising is used to distribute information about services, events or some sale.

• Clearance advertising is used to announce of some clearance sale.

• Explanatory advertising is used to uphold some idea.

The advertising can also be national, regional, local, it can be meant for a wide range of consumers, for a certain industry, for a retail trade etc...

Companies with strong advertising departments often resort to the services of advertising agencies. The agencies normally have four main departments:

- production department;

- advertising media department

- research department

- commercial department

Select the Advertising Media

Advertisers must select media through which to send their messages. The major types of advertising media are:

• print,

• broadcast,

• direct, and

• location.

Furthermore, the advertiser also has to decide which particular vehicles within each medium to use. These decisions must take advertising objectives, medium and vehicle characteristics, target receiver characteristics, information to be communicated, and funds available for advertising into consideration.

Advertising Media (Newspapers, Television, Direct Mail, Radio)

All marketers face the question of how to best allocate their advertising budgets. Cost is an important consideration, but it is equally important to choose the media best suited for the job.

Newspapers with 26 percent of total advertising volume, are the largest of the advertising media.

Television with 22 percent of all advertising volume, but it is the leader in national advertising. TV has the advantage of a significant impact on potential.

Direct Mail is the third-leading advertising medium, with almost 18 percent of total advertising expenditures. Its advantages include speed, flexibility, complete information, and personalization.

Radio is another important advertising medium. Radio, which accounts for 7 percent of total advertising volume, can be classified as network, spot, and local advertising. Advantages of radio are its immediacy, low cost, targeted audience selection, flexibility, and mobility.