Advertising, an element of marketing function, aims at increasing the sales, by making the product known to a wide segment of consumers. In order to reach the public, an advertising message needs a carrier of it, which is called a medium. It can be the company’s own medium, as for instance a catalogue, a brochure, a folder, a prospectus or it may be a point-of-sale sign, poster or display.
On the other hand it can be a newspaper, a magazine, a directory, a radio station, a T.V. channel. A quite modern medium is skywriting. When deciding on the use of a certain medium one has to take into account the target audience, the amount of funds available for advertising. The target audience will be indicating what sort of publication to use, general purpose newspapers or p
ublications for youth, women. An advertiser who decides on a reach strategy wants to include in his audience as many prospective customers as possible. This strategy is advisable when there is a strong brand loyalty. A frequently strategy involves that the potential customers are exposed to the message as many times as possible. In this case a greater number of insertions in the same publication will be preferred instead of a wider coverage by using several publications.
Advertising campaigns are a much used method. In such campaigns usually competitive advertising is preferred, especially in the U.S.A where advertising is more aggressive than in the U.K., in campaigns that are now history. Pepsi Cola used blind taste tests, and sometimes it resorted to endorsement such as the participation in the campaign of Michael Jackson. In commercials, for instance, sometimes slogans are used, that is phrases that stick in the minds of the consumers, such as the one of Mc Donald’s-I’m loving it, or Nokia-Connecting people.
All in all, companies which provide goods for the market try to convince the consumer by all means that their products are the best. They even pay great sums of money to famous people to appear in different advertisements, as in this way consumers are more curious to watch them and even by the products.
Advertising- An Element of Marketing Function written by Cristina Nuta for FamousWhy.com
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by Cristina Nuta -