What is Advertising?
Advertising is a powerful medium of marketing communication that helps businesses to promote or sell their products/ ideas/ services to the targeted consumers.
Advertising is a powerful communication medium for the consumers as well. Advertising helps to keep consumers informed about the latest products, offers, product launch dates that helps consumers to plan and make the buying decisions.
In 2015, the world spent an estimated US $ 592.43 billion on advertising.
The advertising industry is complex because it has a number of different organizations involved in making decisions and executing advertising plans.
The Key Players
- The Advertiser (Client)
- The Advertising Agency
- The Advertising Department
- The Media
The advertising industry is made of companies that advertise (The Advertiser), agencies that create the advertisements (The Advertising Agency), media that carries the ads, and a host of people (The Advertising Department) like copy editors, visualizer, brand managers, researchers, creative heads and designers who take it the last mile to the customer. A company that needs to advertise its products hires an advertising agency. The Advertiser briefs the agency on the brand, its imagery, the ideals and values behind it, the target segments and so on. The Advertising Agency convert the ideas and concepts to create the visuals, text, layouts and themes to communicate with the targeted consumer. After approval from the client(The Advertiser), the advertisement go on air, as per the bookings done by the agency’s media buying unit.
Advertisements are everywhere
Advertising has become part of our daily life. Not a single day has gone, since we were born, where we have not seen an advertisement. Think about it, SMSes on your mobile phones, Mobile Apps, Marketing Emails, Facebook, Twitter, Linkedin, and other social media platforms, Websites, Blogs, Search Engines (Google, Bing, Yahoo), Shopping Malls, Airports, Metro-Trains, Trains, Railway Stations, Roads (Hoardings), Hospitals, Clinics, Saloons, Bus-Stops, Public Transports, Cabs, Radio, Canteens, News-breaks, TV Serials, Sports Matches, Movies Breaks, Movie Trailers etc… open your eyes and it’s everywhere.