ADVERTISING STRATEGIES OF A COMPANY
Over a century ago, Harper’s Weekly commented that advertisements were “a true mirror of life, a sort of fossil history from which the future chronicler, if all other historical monuments were to be lost, might fully and graphically rewrite the history of our time.” Today advertising is a part of our everyday life. It is all around us. We cannot escape looking at it or listening to it. Even if we are not consciously looking at it or listening to it, the message of advertising reaches and influences us. It is often recorded somewhere at the back of our minds and is recalled when we are buying something or looking for a particular service. From morning to night, we are using advertised goods and services. We start the morning with a cup of tea or coffee, use toothpaste and toothbrush on our teeth, at breakfast we have bread, butter, etc. our workplace is also full of machines, computers, etc which are the advertised goods. Advertising has very much become a part of our lives. With the market glutted with endless brands of products, the consumer is influenced largely by advertising in his decision- making process. The industry too leans very heavily on advertising to survive in the ruthlessly competitive market. Advertising is a measure of the growth of civilisation and an indication of the striving of the human race for betterment and perfection. Advertising has both forward and backward linkages in the process of satisfaction across the entire spectrum of needs. The explicit function of advertising is to make potential audience aware of the existence of the product, service or idea which would help them fulfil their felt needs and spell out the differential benefits in a competitive situation. On advertising also lies the onus, at least marginally, of motivating prospects to strive for creation of resources for fulfilling the new needs or to aid reallocation of available resources. Advertising is not merely directed at selling, or for that matter, at achieving the objective of gaining acceptance for a worthwhile idea or programme. It may also be an instrument for developing basic motivations for creating resources for buying goods and services or generating favourable conditions for the acceptance of an idea. Advertising is all about from the fig leaf to furs and beyond. There can be no marketing transaction without meaningful communication. Marketing perhaps followed advertising. The drive for survival and satisfaction and the limits of human endeavour have been succinctly summed up by Maslow in his holistic-dynamic theory which brings together several schools of thought on this subject. There are five stages in Maslow’s hierarchy of needs, viz. physiological, safety, belonging and love, esteem and self- actualisation. There are two further goals to achieve, namely knowledge and beauty. The aspiration for knowledge arises from the need to know more and to develop greater understanding. The longing for beauty represents the ultimate in aesthetic satisfaction. ADVERTISING is mass media content intended to persuade audiences of readers, viewers or listeners to take action on products, services and ideas. The idea is to drive consumer behaviour in a particular way in regard to a product, service or concept. One of the earliest attempts at formulating a definition of advertising sums it as –the dissemination of information concerning an idea , service or product to compel action in accordance with the intent of the advertiser. The above definition could include direct personal communication with persuasive selling appeal and it was considered necessary to exclude this overlap. There is not a single generally accepted definition of advertising. Instead, there are several ways to define it.In order to comprehend advertising in its entirety , we need to look at its origin. The word ‘advertising’ is derived from its Latin root ad verter , which means ‘to turn towards’ or to ‘to attract...
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