Advertising is a form of communication, aimed at drawing the public attention and inform them about a given product. According to Hassam’s article “Type of Advertising Media,” he analyses the meaning of advertising and how it attracts people’s attention. He gives several crucial factors that are significantly valuable for advertisers. According to Hassam,
“The media should be easily accessible to the public. It should be made sure that the medium chosen, is popular among the masses. The theme chosen for advertising, must be attractive and attention diverting.”
Advertising aims at reaching the intended audience at the right time and creating the most effective appeal with respect to a certain product or service. The manufacturer is the source of information about a particular product. On the other hand, the advertiser is the agent of communication who helps reluctant consumers to make private decisions. Although advertisers try to promote and find ways to sell their products, it does not necessarily mean that one has to buy them. However, it helps in providing a variety of choices. There are several vehicles of advertising, which circulate and carry the information to the intended group. The most common are newspapers, the television, magazines, public advertising and the Internet. In addition, free samples and calendars can also be significantly effective in advertising.
Newspapers and magazines reach a wider public, and therefore, advertising on papers is a common feature. Newspapers are filed with news, and people turn to them for the latest information on product’s prices and availability considering that they are issued on a daily basis. A survey found out that 79 percent of respondents agreed that they have visited retail stores or show rooms due to newspaper’s advertisements (Katz 80). 46% said that they preferred to use the newspapers to receive advertising information. Data from the electronic scanner device in most supermarkets suggest that newspapers can triple sales volume for items advertised at reduce prices. Magazines are issued on a weekly or monthly basis. Hassam states that “magazines are very popular among the masses, and an advertisement placed in a magazine is sure to grab attention” (Type of Advertising Media). Nearly 80% of a magazine will consist of advertisements. Magazines have a tendency to be around for a while, on the desk, in the waiting room, in the lunchroom, or the coffee table. Because of this, they are almost always read by several people and are likely to be read more than once by the same person. Narrowly focused special-interest magazines on the market make an effective way of reaching the targeted audience. Fashion magazines like Elle, Vogue, and Cosmopolitan have more than one sample of fragrance among their pages. These samples can be opened, smelled and tried out.
Television is another powerful medium, for advertising. This form of advertising combines all key mediums into one medium called commercial. Almost every household has a television set making television the largest mass medium for advertisers. In the United States, every household has the T.V set on for an average of 7.5 hours significantly increasing the chances of viewing an advertisement. In addition, the average household receives more than 100 channels (Katz 53). Therefore, an advertiser can select the most suitable T.V channel, programme and time for advertising. Because of the audio-visual effect, impact of T.V advertisement is deep on the mind of the viewers. Moreover, as Hassam points out, “A famous figure or a celebrity if used as a model for selling the products attracts people’s attention more.” This is the common technique used to prove the worthiness of a product by demonstration of models.
Public advertising is generally done in form of neon-sign boards, wall paintings, posters, banners and transits displays. The main audience is moving-public. This form of advertising, constantly reminds people of the advertisers products and services considering that the advertisement boards have a long life. It is favorite with products like cigarettes, soft-drinks, soaps, clothes, automobiles, and mobile phones. Furthermore, potential customers become attracted to stores with appealing window displays. In the article, “Indoor Advantage” indoor advertising, in restrooms, restaurants, and clubs, elevators and fitness centers is encouraged. They are posted strategically to capture the audience’s eyes. This article also reports that,
98% of the people surveyed had a positive or neutral reaction to advertisements. 92.5% of that group could name specific advertisements without prompting. 88.5% of those that recalled seeing a specific advertisement recalled at least four selling points in it. This shows that indoor advertisements are 40% stronger than typical print advertisements.
This is the information that was collected by students from several different institutions. The survey was shown to prove that this kind of advertising affects people. Large sizes and bright colors involved in public advertising gains a lot of public attention. Moreover it is a last reminder of people who are going for shopping.
With the Technological advancement, the internet has become a media to interact and communicate with customers. The internet allows consumers to shop for products from home, but receive many of the benefits of going to a mall. Internet advertising is attributed to the high internet usage rate, the homely environment served by the internet, and the changing consumer needs. As of June 2005, 67% of Internet users have reported buying a product online. Since 2000, growth in the use of the internet for seeking information on news, politics, health and religion has increased by over 50%. 56% of the internet users watched video or listened to audio clips (Schumann et al 93). The most visited social-networking websites reach almost to 50% of the active internet user. Facebook, Twitter, Flickr, MySpace and YouTube, have a substantial impact on advertising. It is reported that MySpace reached more than 40% and Facebook near 20% of the internet users in the United States (Tuten 3). Hassam notes that,
Ads can be given on the sides of popular websites most importantly on social- networking websites that are popular among the youth. Fan pages and groups of communities of many brands companies are made on many social-networking sites where the advertisement for new launches and products by the companies are given. (Type of Advertising Media).
The power of Internet advertising in social-networking websites makes advertising companies, target their consumers easily. The interactive aspect of websites help a lot of well-known brands or even unknown brands connect with their consumers directly. For example, in Facebook, advertising is based on your network of friends. On your Facebook home page, you might see an action of your friend with a message in new feed say, “Hawk just bought a new Sony camera with good price on B&H website.” This will have an immediate effect on people whose actions are based on their friend’s.
There are three different parties that can benefit from Internet advertising. These are the web owner, business owner and the consumer. From the article “Advertising Media – Internet,” Legal Prenuer talks about advertising on websites and how to purchase a term for a search engine in “Paid Search Terms” section. Google is one of the examples of search engines. He explains that advertisers can sell their products and pay for search engines just by a click from the user.
Legal says that, Google was one of the first search engines to offer advertisers the opportunity to do just that. Currently, there are many search engine businesses, offering this opportunity to market and sell products online. The practice is known as paid search terms, or pay-per-click search-engine advertising. In the case of Google, it is called AdWords.
For example, if you want to search for light fixtures, then you just type the words “light fixtures” in the search box of the search engine. There will appear the list of websites that have purchased for the term “light fixtures,” that helps you to link to a company’s website directly. The company will only pay for the search engine when you click to its website. This is referred to as, pay-per-click.
There are other mediums of advertisement besides those discussed above. Flyers and brochures are included in a direct mail package, which also consists of a letter, and a reply card. The mailing list, drawn from databased consumers and customer information is the key to the success of direct mail campaign. The database information allows for market segmentation.
“A 2003 integrated advertising campaign delivered online ads through a database-driven behavioral targeting system, achieving higher results than any other ad format used and at a 25% cheaper price tag”. In addition, “American airlines got a 26% rise in its ability to reach a specific target –the one-flight –a year visitor to the travel columns” (Lee et al 318).
In addition, Calendars help promote companies’ products as the information they provide, remains in the homes or businesses for the entire year. For example, an insurance company that has distributed five million calendars to customers it’s database will be able to market it’s services throughout the year. Therefore, calendar manufacturing, especially during the festive season is crucial for a company’s advertising.
Currently, advertising is delivering information to a bigger audience than ever. The aim of all advertisements is to sell or promote products or services. This may be called the psychology of persuasion and a way of converting peoples’ way of life and thinking. For example, when a new drink is introduced to consumers, it is not enough if the product is good. The public must be made to realize it’s existence. Therefore, the manufacture has to adopt an artful way of advertising. Advertising cannot be useless after it has achieved it’s purpose. Since advertising has become extremely valuable in today’s business world, it has become more professional and a trade by itself. In fact, advertising agencies work as specialists, like artists and scriptwriters, and hence they can have expert services at a price. The advertisers act as middlemen in a trade, to bring the prospective consumers and products closer. In the complexity of the market and with dozens of products competing, advertising is one of the best means to win consumers in the market.