The advertising is a widely used technique by the business houses to create awareness about a product or service. Advertising is the paid form of promotion which is used by marketers to promote their product or service. The information about the merits and benefits of the products and services is provided by the marketers while advertising the product. Their availability and prices are also shared with the customers in the advertising campaigns.
If we look closely at the definition of advertising, it says that it is a paid form of promotion and that means that the company has to bear expenses to communicate the features and advantages of the products. The second critical aspect which is associated with the advertising is that it is a non-personal form of promotion. The meaning of non-personal here is that the advertising is a common message targeted to a mass audience instead of connecting with them on the personal level which is done in the personal selling or direct marketing etc.
THE ADVANTAGES OF ADVERTISING
There are various benefits of advertising the merits of the products and services, and therefore almost all the companies use this as a marketing tool:
- Advertising has a vast range, and the company can establish a communication with the mass audience.
- There are numerous mediums to choose from, and the companies can select the right medium according to their product and the target audience.
- The message which is provided with the help of advertising videos or images is legitimate because companies do not give any false information on a public platform.
- The marketers can use to take any creative approach such as dramatization, dance, catchy music, taglines, colours, graphics, animations and images to express the benefits of the products.
- Advertising is no doubt bears expenses in the beginning, but it is one of the most cost-effective technique because message or video created one time can be displayed time and again and it can reach the mass audience in a short time.
TECHNIQUES USED IN ADVERTISING
When an advertising message is designed by considering all the related aspects, it becomes a tool for creating a desire for availing a service or buying a product in the customers who read or watch it. One primary aim of advertising is that it makes the customers feel good when they think about the benefits they will get after purchasing and using a particular product. The basic techniques which are used by the markets for adverting are as follows:
- Repetition of the message
This is a technique which helps the companies to build a long-lasting memory of the product or service in the customer's mind. Repeating one message over item makes it stick to the customer’s memory, and when the need of the product arises in the buyer’s life, their brain automatically gives them the solution in the form if the brand name of a company which has been store there with the repeated exposure to the advertising message. Repetition is an excellent technique if the companies want to create brand awareness or have launched a new product on the market. Digital marketing has proven to be a very useful tool for sending a message to the customers without much-added cost to the marketing process. To know more about the concepts of digital marketing, read “Various merits and demerits of digital marketing”.
- Claims of the features and benefits
With advertising, the marketers describe specific features and facilities a product or service will provide to the people buying them. Therefore the companies run advertising campaigns which claim about the usability and benefits of the products which are not available in any other product of the competitive firm. This is the technique with the help of which the marketers try to distinguish their product from others available in the market. Here the companies can also state some facts to attract the attention of the customers such as low price, exclusive, or fastest service, free delivery, locally grown etc. The claims change according to the nature and type of products.
- Association of the product with the desired outcome
One technique which is also very popular in the marketing world and that is associating the product with a known and popular face such as a celebrity, movie star, sports icon, or sometimes with some emotions and desired states of being etc. According to the audience group the companies want to approach the products are associated with such names or jingle with which the customer can identify themselves quickly and want to buy the product. For example, for advertising sports equipment, the companies will choose to associate with an athlete or sports icon which is popular among the youth.
- Convincing the customers by bandwagon technique
This is the technique of advertising where the companies sell their products or service by convincing them that other people are also using it and they are highly satisfied with its results. They give the reasons why they should buy a particular product or se5vice, and also tell the consumers that they should join the group. There is a psychological association with some desirable results which the customers would like to achieve. When the companies use this technique of advertising the one significant benefit, they derive from it, and that is the instant approval they get from the consumers because of the notion that some people or a group of people prefer to use that individual product or service.
- Promotional sales technique
The advertising technique of promotional sales is beneficial and generate sales more than any other method. Here the companies give out free coupons, prizes, discounts, schemes, sweepstakes and games when the customers buy a specific product of absolute value. This usually creates interest and excitement in the consumers’ mind, and they feel like buying that product or service. These gifts give the feeling of reward, and the customers like to purchase the products. The companies also make their prospective customers take instant action by providing them with the deadlines or urgency to buy. This is a useful technique when the companies have to do the stock-clearance, for example, the end of the season sales etc.