Advertising is the foremost way to communicate with customers. Advertising helps customers to inform about the brands available in the market and the range of products and services useful to them. Advertising is for everyone.
Advertising is a marketing tactic or we can say a promotional activity. It is one of the oldest forms of marketing which basically aims to sell a product, service, or idea to a target audience. The actual promotional messages are referred to as advertisements or ads for brief. The goal of advertising is most likely to influence the actions of its target audience to either buy, sell or do something specific.
Advertising activities can fall into three distinct categories above the line, below the line, and through the line advertising according to their level of entrance.
Above-the-line advertising includes activities that are largely non-targeted and have a wide-reach that creates brand visibility. ATL strategies focus on directing the communication to the mass market. Examples of above-the-line advertising are Newspaper advertisements, Radio & Television.
Below the line advertising activities are more focused and are directed towards a specific target group. The communication is highly personalized and the purpose is to gain conversions. The main advantage of BTL advertising is that the results of the campaign can be simply tracked and ROI is also higher. Examples of below-the-line advertising are billboards, email, in-store advertising, and sponsorships, etc.
Through the line advertising involves the use of both activities. Where each ATL and BTL methods are combined. These are directed towards brand building and conversions and make use of targeted advertising strategies. The objective is to get a holistic view of the market and communicate with customers in every way possible. Considering that each ATL and BTL activity is used here. Examples of through-the-line advertising are digital marketing strategies and 360-degree marketing by using both ATL and BTL activities – for e.g., a TV ad, pamphlets distribution, and newspaper advertisements.
Advertising activities can be categorized into 5 types based on the advertising medium used. These types of advertisements are:
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There are three main objectives of Advertising. These are to inform, persuade and remind the audience about the product or service, and hereby encourage the audience to make a better buying decision.
To Inform
An informative ad is used to introduce and creates awareness of brands, products, services, and ideas in the target market. Informing potential customers about the brand and its product is the first step towards achieving business goals.
To Persuade
Persuasive advertising tries to convince customers that a brand’s services or products are the best and it works to enhance the image of the brand or a product. Persuading customers to perform a particular task is a renowned objective of advertising. The tasks may involve switching brands, trying or buying a new product or service offered to form a brand image, establish a favorable attitude towards the brand, etc.
To Remind
Another objective of advertising is to reinforce the brand message and to reassure the brand vision to the existing and potential customers. The general idea is to maintain top-of-mind awareness and to avoid competitors stealing the customers.
Other objectives of advertising are within these three objectives. These are :
Importance Of Advertising to business and to customers
While starting a new business or running a business. Any type of business whether it is running offline or online requires consumers to sustain. so, The only way of reaching customers is
Advertising. Once a business advertises its products or services to the right audience then it is able to run in a competitive market. That’s why Advertising is important for a business.
On the other hand, Advertisements help customers to know that the best products and services are available in the market according to their specifications, needs, and budget and helps in better decision making. In this way, advertising helps customers to get the best possible options. If the customers are not advertised. They will not get to know about the product or services.
By the way, what is a business without a customer?
Nothing!
