UNDERSTANDING ADVERTISING

UNDERSTANDING ADVERTISING: 

UNDERSTANDING ADVERTISING, Advertisements are various ways in which a marketing company encourages people to purchase their products.

Brand and Brand Values: UNDERSTANDING ADVERTISING

By advertising a product, a manufacturer not only encourages the consumers to buy his products but also build the brand value of the product. Branding can be defined as stamping a product with a specific name, value or sign. With the help of branding, one can differentiate a product from other commodities. The entire process can be explained in the following steps with the help of an example:

• Sugar is generally sold loose in the market.
• When a company wants to sell sugar in a packet, it has to give a brand name to it in order to distinguish it from loose sugar.
• It may then decide on a name for the sugar packet. If they name it ‘Parag Sugar’, the product now becomes a brand.

Branding a product is not enough since there may be many brands of the same product. The manufacturers have to also advertise the product claiming that their brand is the best. They do this in the following ways:

• By claiming that their product is good for the health of the specific or all groups such as children, adults, women, or aged.
• By adding values to the product Value is added to a product by the use of visuals, images and words so that the product looks appealing to us.

Brand Values and its Impact on the Society

Advertisements influence people in a big way. They appeal to the emotions and beliefs of the people in order to persuade them to buy the products. However, we should not judge any product solely on the basis of the advertisements. Some important facts about advertisements of goods are:

• Branded products are expensive as compared to loose products as the cost of packaging these products is included in the cost.
• Many people are thus not able to afford these products. However, if the advertisements show that a particular brand of sugar is good for the health, then the people may feel that by not using that brand of sugar they are compromising their health.
• Similarly, if it is shown in an advertisement that it is only by using a certain brand of baby cream, that a baby’s skin will remain healthy, it may affect the emotion of the mothers.
• At times, two brands of the same product are launched in the market. Both the companies through advertisements try to persuade the consumers to purchase their product.
• The consumer in the wake of such advertising gets confused and cannot decide which product is the better.
• Companies try to appeal to the consumer through advertisements. They claim that their product is the best. This is done by the use of images and visuals in advertisements.
• Advertisements impact people in the society in many ways. Since advertisements target personal emotions, people often begin to judge themselves. For example, if an advertisement claims that only a particular brand of oil can ensure the health of a family, people, especially women, feel that by not using that brand of oil, she is compromising the health of her family.
• Sometimes, companies use celebrities (actors, famous sportspersons) in their advertisements. People usually get  tempted to buy such products as they are preferred by their icons or heroes. This leads to he rise in sale of such products.
• One negative aspect of advertising is that they show us the images of the lifestyle of rich people.
• We should not blindly purchase any advertised product. We should firstly understand that images and visuals used in these advertisements are only meant to make them appealing to us. In reality, the product may not be that good.

Processes Involved in the Making of Advertisements: UNDERSTANDING ADVERTISING

Many steps and processes are involved in the making of advertisements such as:

• The company first decides on the product which has to be marketed.
• The services of an advertising company are then hired by the company. The former chalks out a plan for marketing of the product.
• The advertising agency decides those qualities of the product which they want to highlight in the advertisement.
• A survey is then conducted to determine the target group of the product.
• Based on the results of the survey and the quality of the product, the advertisement is planned.
• After planning and designing of an advertisement, the visuals are tested with the targeted audience.
• Depending upon the response of the targeted audience, advertisements are modified and then aired for viewers.

Advertising and Democracy:UNDERSTANDING ADVERTISING

In a democracy, advertisements address the issue of equality in many ways.

• Since a product has to be advertised repeatedly by a company, only large companies are able to advertise their products. Those companies which are not able to bear the cost of advertising their products have to sell their products in local and weekly markets.
• Advertisements make people believe that only branded packaged advertised products are better, which is not necessarily true. The fact is that the quality of a product does not have any relation with its packaging. The shift to packaged products has negatively affected the sale of many loose products.
• Advertisements often show images which reflect the lifestyle and  needs of the rich and middle class sections of society while completely ignore the people belonging to the poor sections. This causes us to forget the issues of poverty, dignity and discrimination in our country.
• As advertisements appeal to the emotions of the people, those people who are not able to buy the advertised products for themselves and their family members may feel bad.
• Advertisements often try to dictate terms by showing us the life we should live, the way we should express our love and concern for our near and dear ones, the way in which we can live smartly etc.

Therefore, we must to learn to view advertisements critically. We should not let our emotions and feelings be driven by the advertisements.

 

 FAQs on UNDERSTANDING ADVERTISING

1. What is advertising, and why is it important for businesses?
   Advertising is a form of communication used by businesses and organizations to promote products, services, or ideas to a target audience. It plays a crucial role in building brand awareness, creating demand, and driving sales. Advertising helps businesses reach potential customers, differentiate their offerings from competitors, and establish long-term customer relationships. It also informs consumers about new products, features, or benefits, enabling them to make informed decisions.

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2. What are the different types of advertising?
   Advertising can take various forms, including:
   • Traditional Advertising: TV, radio, newspapers, and magazines.
   • Digital Advertising: Social media ads, search engine marketing, display ads, and video ads.
   • Outdoor Advertising: Billboards, transit ads, and posters.
   • Content Marketing: Blog posts, articles, and videos designed to engage and inform rather than directly sell.
   • Influencer Marketing: Collaborating with influencers to promote products or services.
   • Email Marketing: Sending targeted messages to a curated list of subscribers.
     Each type serves different objectives and audiences, depending on the product or service being promoted.

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3. How does advertising influence consumer behavior?
   Advertising influences consumer behavior by creating awareness, shaping perceptions, and triggering emotional responses. Effective ads use psychological principles, such as appealing to emotions, creating a sense of urgency, or highlighting social proof. For example, limited-time offers encourage quick decisions, while endorsements by celebrities or influencers build trust. Advertising also reinforces brand loyalty by reminding customers of their positive experiences or associations with a brand.

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4. What is the role of creativity in advertising?
   Creativity is the backbone of successful advertising. It captures attention, differentiates a brand, and leaves a lasting impression on the audience. Creative ads use unique visuals, compelling storytelling, humor, or unexpected elements to make their message stand out. A well-crafted creative concept ensures the ad is memorable and resonates emotionally with the target audience, increasing the likelihood of engagement and conversion.

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5. How is the success of an advertising campaign measured?
   The success of an advertising campaign is measured using Key Performance Indicators (KPIs) such as:
   • Reach and Impressions: How many people saw the ad?
   • Engagement: Likes, shares, comments, or clicks.
   • Conversion Rate: The percentage of users who completed a desired action, such as making a purchase or signing up.
   • Return on Ad Spend (ROAS): Revenue generated versus advertising costs.
   • Brand Awareness Surveys: Measuring changes in brand recognition and recall.
     Analytics tools and feedback mechanisms are critical for evaluating performance and refining future campaigns.

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6. What is the significance of targeting in advertising?
   Targeting involves identifying and focusing on specific segments of the audience most likely to be interested in a product or service. Effective targeting ensures ads reach the right people at the right time, maximizing efficiency and minimizing waste. Targeting strategies can be based on demographics, behavior, interests, geography, or psychographics. For instance, a luxury brand may target high-income individuals interested in premium products, while a local business may prioritize nearby customers.

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7. What ethical considerations should be taken into account in advertising?
   Advertising must adhere to ethical standards to avoid misleading or harming consumers. Key considerations include:
   • Truthfulness: Avoiding false or exaggerated claims.
   • Respect: Ensuring ads do not stereotype, offend, or exploit vulnerable groups.
   • Transparency: Clearly disclosing sponsored content or endorsements.
   • Appropriateness: Avoiding content that is overly sensational, graphic, or manipulative.
     Ethical advertising builds trust and credibility, which are essential for long-term success.

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8. What is the difference between branding and advertising?
   Branding is the process of creating a unique identity for a company or product, including its name, logo, tagline, and overall image. It focuses on building an emotional connection with the audience over time. Advertising, on the other hand, is a tool used to communicate a brand’s message, promote its offerings, and drive short-term actions. While branding establishes who a company is, advertising helps spread the word about it.

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9. What challenges do businesses face in advertising today?
   Businesses face several challenges in modern advertising, such as:
   • Ad Fatigue: Consumers becoming overwhelmed by the sheer volume of ads.
   • Ad Blockers: Tools that prevent digital ads from being displayed.
   • Audience Fragmentation: Reaching diverse audiences across multiple platforms.
   • Data Privacy Regulations: Compliance with laws like GDPR or CCPA.
   • Competition: Standing out in a crowded marketplace.
     To overcome these challenges, businesses must focus on creativity, personalization, and ethical practices while leveraging data-driven strategies.

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10. How has digital transformation impacted advertising?
    Digital transformation has revolutionized advertising by introducing new channels, tools, and techniques. It enables precise targeting, real-time tracking, and data-driven decision-making. Social media platforms, search engines, and programmatic advertising allow businesses to reach global audiences with customized messages. Interactive formats, such as videos, augmented reality (AR), and gamified content, engage users like never before. However, it also demands adaptability, as businesses must keep up with evolving technologies and consumer behaviors.

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