Definition of Advertisement

Definition of Advertisement

Paid, non-personal, public communication about causes, goods and services, ideas, organizations, people, and places, through means such as direct mail, telephone, print, radio, television, and internet. An integral part of marketing, advertisements are public notices designed to inform and motivate. Their objective is to change the thinking pattern (or buying behavior) of the recipient, so that he or she is persuaded to take the action desired by the advertiser. When aired on radio or television, an advertisement is called a commercial. According to the Canadian-US advertising pioneer, John E. Kennedy (1864-1928), an advertisement is "salesmanship in print."

Advertising is a form of communication used to help sell products and services using the Mass media (reaching a very high audience such as population) or BTL (Reaching your highly targeted audience to drive response oriented campaigns) activities.

Mass media typically communicates a message including the name of the product or service and how that product or service could potentially benefit the consumer. However, mass media advertising does typically attempt to persuade potential customers to purchase or to consume more of a particular brand of product or service.
BTL (below the line) activities are to complement or supplement the overall marketing program or above-the-line mass communication. To support big product launches or new innovations, to address niche audiences or to reach out to the customer who otherwise is non-reachable by mass media are some of the roles for below the line activities. Very importantly the greatness of the btl activities will be helpful in driving immediate responses form the time campaign starts and is also very much measurable.

Here are 4 characteristics of successful advertising that will help point you in the right direction and on your way to successful campaigns!
1. Successful Ads are Highly Targeted: It is easy to think big when it comes to advertising, however this isn’t always the best approach. Sure, the morning news has more viewers, but are they the right viewers? It is important to map out your target market and seek out the media that reaches this focused audience. Targeting will save you money and reach the audience more likely to buy your products or services!
2. Successful Ads Solve a Problem: What need or problem does your product or service solve? Will it save someone time? Save them money? Another way to express this point is to define the difference between features and benefits. A feature is tangible. For example, you are a women’s clothing store owner. You carry a wide-range of jeans across different brands. This is a feature of your store. Adding a benefit takes it one step further. Since your store carries a wide-range of jeans across different brands, the hassle of going from store to store to find a pair of jeans that fit perfectly is taken away! What a difference this makes. If you don’t address a solution to a problem, your audience will not realize they need what you are offering!
3. Successful Ads are Unique: Cliché, boring ads will blend in with the clutter of other advertising, as well as your competitors. Determine what sets your business apart and focus on that aspect. There are millions of restaurants, stores, and ways for people to spend their money on entertainment. Why should they chose to spend it with you?
4. Successful Ads Cause The Audience to Act: Which calls for a “call to action” in your advertising.  Grabbing attention with your advertising and keeping that attention is great, but if it does not cause them to seek out more information or contact you, then it may end in disappointment. Make sure your potential customer knows how to do that or what they should do to take that next, important step. Does that mean directing them to your website? Inviting them to come into your store?
These things may seem a bit overwhelming and a lot to cram into small ad space or air time, however, keeping these principles in mind and having a well-crafted message will hit these points and be very effective.