Advertising can be referred as the commercial promotion of products and services in order to gain revenue through sales. It informs the consumers about the availability of certain goods or services in the market and encourages them to purchase it. Conveying the characteristics of a certain product or service to the ultimate users can be done through the print media, the broadcast media, billboards, online advertising, etc.
The basis of commercial advertising is to accelerate the consumption of their products by repetitively advertising the name or image of the brand, in order to tell the consumers about the attributes of the product. Non-commercial advertising is usually based on the promotion of political parties, governmental agencies, religious organizations or interest group.
Since advertising has become a very vital element for every organization, the companies spend a big amount of their budget for the effective advertisement of their products. The reasons as to why advertising of products have become so important are:
To launch a new product or a brand in the market
To create and maintain the identity of the brand within the consumers mind
Increase the consumption of products, thereby, increasing the sales
Communicating any change made in the product to enhance its features
Accelerate the buzz-value of the brand or the company
Marketing Mix
The concept of marketing mix is very pivotal in advertising. It contains four basic components which are commonly known as the four P’s of marketing.
Product: This is the first P of the marketing mix formula. It denotes the actual representation of the product to the ultimate user.
Price: This second P indicates the process through which the actual price of the product is determined.
Place: Place represents the means through which the actual product is to be delivered to the consumers. It determines the intermediaries or the distribution channels, the coverage of the market and the movement organizations that are to be used.
Promotion: This last P of the marketing mix represents the procedure through which the product is provided to the target market and in addition, encourages them to buy it.
The principle rules of advertising are mainly based on the cognitive psychology and the psychological processes of gaining attention so as to give out a complete impact of the brand. Since, the advertisement are first sensed and then used, it is very important to make the advertisement attractive so as to grab the attention of the consumers. Once the attention is captured, the next step should be to retain the interest of the consumer by the use of association. These associations can be highlight o