Advertising and the Marketing Mix Advertising is one-way communication between a seller and a buyer of a product or service. It is used to provide more information to the customer about the product or service to decide to buy from the advertising vendor. Advertising is generally used to attract new customers. By seeing advertisements, current customers continue to believe that what they are using is the right choice. This is called ‘Brand Loyalty.’ Once a customer starts using a particular brand, he starts to feel comfortable with it. Also, with the use of advertisements, the idea is continuously reinforced in his brain. The greater the frequency of advertisements, the more customers believe that the advertised brand is the best brand to buy. There are as many modes of advertising as there are modes to reach people. The modes include billboards, television, radio, magazines, newspapers, emails, web pages, mobile messages, video games, and many more. Generally, there are advertising agencies that handle the details. The advertising job is given to them with some basic idea of what kind of impression the advertiser wants to create on the audience. Advertising agencies are a set of creative people. They take the raw idea and convert it into an advertisement using eye-catching visuals, signature tunes, logos, jingles, one-liner slogans, etc. There is no dearth of new ideas to attract the attention of people. There is a style of advertising called covert advertising in which the actual message is embedded in some entertainment media. For example, a character in a movie displays or uses a particular brand. Remember Tom Cruise displaying the Nokia logo on his phone in the movie Minority Report? These days, with the information technology boom in the world, advertisements are everywhere. Anywhere an audience can access the information, advertisements are there. May it be public places like roads, restaurants, airports, trains, buses, bus stops, shopping marts, or the privacy of our homes; they would reach us through the internet or our phones. Sometimes they are beneficial, some other times, quite a nuisance. It becomes a necessity as it is significant for the economic growth of a country. And yes, without them we would spend more time deciding what to buy. Despite its benefits, advertising is often accused of exploiting young children and the misguiding audience. Spam is an unsolicited bulk email advertising strategy. In my opinion, they do no more than putting unnecessary load on Internet Service Providers. People generally use spam filters and delete emails without even reading them. A large amount of money is spent on advertising. Up to 60% of the cost that we pay for a product or service accounts for advertising. Today, more than $200 billion are spent on advertising only in the United States. Throughout the world, this figure is more than $420 billion. Amazing? I never knew this? Yes. This is true. “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” This is a famous quote that emphasizes the importance of market research and targeting the right prospective customers. If done effectively, this would save costs to the advertisers and eventually to the customers too. It would also reduce the wastage of resources by trying to sell products or services to people who don’t want it. Advertising and the Marketing Mix Advertising is one-way communication between a seller and a buyer of a product or service. It is used to provide more information to the customer about the product or service to decide to buy from the advertising vendor. Advertising is generally used to attract new customers. By seeing advertisements, current customers continue to believe that what they are using is the right choice. This is called ‘Brand Loyalty.’ Once a customer starts using a particular brand, he starts to feel comfortable with it. Also, with the use of advertisements, the idea is continuously reinforced in his brain. The greater the frequency of advertisements, the deeper the belief of customers that the advertised brand is the best brand to buy. There are as many modes of advertising as there are modes to reach people. The modes include billboards, television, radio, magazines, newspapers, emails, web pages, mobile messages, video games, and many more. Generally, there are advertising agencies that handle the details. The advertising job is given to them with some basic idea of what kind of impression the advertiser wants to create on the audience. Advertising agencies are a set of creative people. They take the raw idea and convert it into an advertisement using eye-catching visuals, signature tunes, logos, jingles, one-liner slogans, etc. There is no dearth of new ideas to attract the attention of people. There is a style of advertising called covert advertising in which the actual message is embedded in some entertainment media. For example, a character in a movie displays or uses a particular brand. Remember Tom Cruise displaying the Nokia logo on his phone in the movie Minority Report? These days, with the information technology boom in the world, advertisements are everywhere. Anywhere an audience can access the information, advertisements are there. May it be public places like roads, restaurants, airports, trains, buses, bus stops, shopping marts, or the privacy of our homes; they would reach us through the internet or our phones. Sometimes they are accommodating, some other times, quite a nuisance. It becomes a necessity as it is significant for the economic growth of a country. And yes, without them we would spend more time deciding what to buy. Despite its benefits, advertising is often accused of exploiting young children and the misguiding audience. Spam is an unsolicited bulk email advertising strategy. In my opinion, they do no more than putting unnecessary load on Internet Service Providers. People generally use spam filters and delete emails without even reading them. A large amount of money is spent on advertising. Up to 60% of the cost that we pay for a product or service accounts for advertising. Today, more than $200 billion are spent on advertising only in the United States. Throughout the world, this figure is more than $420 billion. Amazing? I never knew this? Yes. This is true. “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” This is a famous quote that emphasizes the importance of market research and targeting the right prospective customers. If done effectively, this would save costs to the advertisers and eventually to the customers too. It would also reduce the wastage of resources by trying to sell products or services to people who don’t want it.
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