Crucial Part of Advertising and Various Media - Essay Example

Advertising and Various Media Roll No: Teacher: 8th August Advertising and Various Media Introduction Advertising plays a crucial part in persuading consumers towards purchasing a product. All the businesses that are operating locally or internationally have to take help of advertising in order to make their services, products or brands known. The topic selected for this paper is “Advertising and Various Media”. For advertising, various media are employed as advertising needs some medium for reaching the common public. The chapter 16 talks about advertising, promotion and public relations that are all related to the chosen topic. Advertising and Media Advertising is regarded as a type of communication or correspondence relationship that develops between the producer, product and consumer by means of the advertisement (Young, 2005). Advertising convinces people to continue their usage of a product or service or to purchase it to get good results. Advertisements make use of the brand or product for which, they are developed. The usage of the brand or product is to a great extent and the message that the advertisement gives is to adopt, buy or get a certain service, brand or product in order to be get facilitated as you were never before. Usually advertisements are made to make sure that the product or brand that is advertised will solve a respective problem of the consumer or will facilitate the consumer to do a certain task associated with the product or brand. One cannot depict that advertisements always make use of factual information related to the product or brand. The truth related to the efficacy of the product or brand comes in the forefront when it is used but the advertising is there to make people take a service, product or brand and to continue making use of it (Hackley, 2005). Advertising employs all the accessible media so that the common public can reach to the marketing of a product, brand or service. The mediums employed by advertising are television, radio, internet, billboards, brochures, newspapers, magazines, cinemas, buildings, telephone, transport and many more (Freeman and Moser, 2009). All the mediums of communication are employed for advertising. The developer or manufacturer of a product, brand or service makes use of certain professionals to develop advertisements of its products or services (Young, 2005). Media professionals have gained expertise in making advertisements of products and services, as they are fully aware of the persuasion techniques that can be adopted during marketing of a product or service. Advertising is done electronically as well as manually. Advertising of a product or service can be seen in printed forms such as in newspapers, magazines, brochures and manuals. Advertisements can also be seen in visual forms such as on billboards, on buildings, on sign boards, on television, on internet, in markets, on buses, on trains and on magazines and they can also be seen in audio forms such as radio, public announcements, meetings and telephone (Freeman and Moser, 2009). Advertising is also done in form of audiovisual such as on television and on internet. Advertisements are created on different mediums but they are required to shun or avoid any religious, political, social or any other kind of discrimination (Young, 2005). There are many kinds of advertising such as media advertising, covert advertising, television commercials, infomercials, email advertising and other web based advertising. Media advertising has a huge scope as media includes many subdivisions such as television, radio, newspapers, magazines, billboards, cinema, flyers, pop ups in terms of web marketing, buses, buildings and many other mediums, through which commercial advertising can be done. Media advertising does not cover only television, radio or mass media; it also covers all the mediums that can be incorporated for communication (Hackley, 2005). Advertising is a type of communication, so, for this communication category, different mediums are chosen to reach the common public. Advertisers identify the places and locations that can be employed for transmitting the company message to the public. Companies spend a lot of money on making effective and convincing advertisements in order to generate profits and to expand their businesses. Covert advertising is a type of advertising when the product that needs to be marketed or advertised is used in media such as movies (Freeman and Moser, 2009). The budget of the movie is facilitated by the company, which wants to advertise its product (Young, 2005). The product that needs to be advertised, is used by famous media stars due to which, common public is more persuaded towards buying the same product. The commercials that are given on television are considered to be the most effective because television is a media that is seen every day. The advertisements come between the television programs and events and people have accessibility to the medium of television while being at home. Television commercials or advertisements make use of music as the music that is tempting for the ears also keeps the capability of attracting people. In advertisements, the first aspect that is considered most important is persuasion (Freeman and Moser, 2009). The advertisements should have the capability of persuasion. For persuading public, music, attractive faces, famous models and superstars, beautiful commodities and convincing dialogues or speech are employed in the advertisements (Young, 2005). Infomercials are also a type of advertising. Infomercials can be divided into two categories. One is long form infomercials while other is short form infomercials (Hackley, 2005). Infomercials also make use of television. Long form infomercials can range until thirty minutes while short form infomercials range until two minutes. The basic purpose of infomercials is to persuade the audience by means of a presentation on television that informs the people about the usage of a product (Hackley, 2005). Infomercials are facilitated with a toll free number that can be dialled in order to purchase the product on telephone or internet. For example, the usage of machineries is shown on the television presentation and through the presentation; the efficacy of the product is shown. After informing about the effectiveness of the product, a toll free number and a website link is given, so that people can buy the machinery and get it at their homes as free delivery. Like other forms of advertising, the advertising on internet is also done for the promotion of businesses and their products. The purpose of advertising is still to make people purchase a product, brand or services. Internet advertising has facilitated the companies with cheaper advertisements and fast service (Minh Hou Poh, 2007). Internet is a medium that is employed by nearly all ages of people and is a technology that is widespread. Internet has revolutionized the field of advertising because many businesses have started to conduct their business online and due to this reason, they try to do advertising online. Internet has also facilitated people to access various products globally. Internet is a global medium and businesses can advertise their products, brands or services on a wide range (Schumann and Thorson, 2007). Due to internet, many businesses have expanded. Web marketing is considered as a form of marketing that is growing day by day and is enabling consumers and providers to communicate the messages related to the products on internet (Minh Hou Poh, 2007). The providers of services, products or brands are able to communicate and advertise their products through a medium that is widely accessed all over the world. On internet, advertisements can be seen on various places. While searching for a page, the search engines show various kinds of advertisements in one corner. Advertisements also come in form of pop ups. On every website and on all pages of the website, different advertisements of companies can be seen at left and right corners of the pages (Schumann and Thorson, 2007). Advertisements also appear at the top most area of the page of website. The newspapers can also be accessed online and they also have a number of advertisements of various products, brands or services. In fact, the newspaper companies have made their own websites through which, they are involved in marketing along with the deliverance of news. Advertising on internet are also done by means of emailing. Email marketing and email spam are such features of marketing through internet (Schumann and Thorson, 2007). On internet, there are also various marketing or advertising networks through which, the marketing can be done. An important aspect of internet advertising is that the marketing or advertising that is done on internet is not limited in terms of time and region (Minh Hou Poh, 2007). People from all over the world can access the advertisements on internet and can purchase products and services online. On internet, there is also availability of video directory. Video directory facilitates the advertisers to advertise a product as it is advertised on television. The audience can see any advertisement by playing it on internet. Because of video advertising on internet, consumers face no problem in shifting from a television medium to internet medium as they can find the same thing at both the places (Schumann and Thorson, 2007). Internet advertising is a form of advertising that is persuasive, cheap, fast and easily accessible. The websites that are developed by the companies for online selling of products, brands and services, give their advertisements on their websites and also on widely accessible websites such as search engines and e-mail service provider websites such as Hotmail, MSN, Yahoo, Gmail and many others (Hackley, 2005). If the homepage of Yahoo is noticed, one can find a number of advertisements on the homepage along with a lot of details and links that the website provides. Companies can place their advertisements on this website as well as others that are widely used. Geo marketing is a form of advertising on internet. By the help of geo targeting, specific locations of potential consumers are identified and then they are made the target of geo marketing. By the support of geo targeting, the physical location of the internet user will be determined by the help of geo location software (Minh Hou Poh, 2007). After the identification of the physical location of the internet user, the advertising related to his demographic status is reported to him/her. Consumers can be facilitated with the help of geo targeting, as they will receive that content related to advertisements that suits their location or that is available at their place (Hackley, 2005). Conclusion This report discussed advertising and media employed by advertising. Companies and businesses require promotion and advertising for promoting their products and services and for the expansion and success of their businesses. Various media employed by advertising are television, radio, internet, buildings, transport, newspapers, billboards and much more. Advertising is important for the success of businesses and all media have its own value. References Freeman, G. L. and Moser, H. (2009). Attitudes toward Use of Advertising and Various Media Practices by Physicians. Journal of Promotion Management, 15(3), 400-417. Hackley. C. (2005). Advertising and Promotion: communicating brands. London: SAGE. 29-54. Minh Hou Poh. D, Adam. S. (2007). An Exploratory Investigation of Attitude toward the Website and the advertising hierarchy of effects. http://ausweb.scu.edu.au/aw02/papers/refereed/poh/paper.html Schumann, David W. and Thorson, Esther. (2007). Internet Advertising: Theory and Research. United States of America: Lawrence Erlbaum Associates. 15-67, 292-320. Young, Charles E. (2005). The Advertising Research Handbook. Ideas in Flight. 56-72. Read More