KALYAN CITY BLOG

1. Purpose of Advertising Advertising facilitates large-scale marketing . It is a medium of mass communication. Manufacturers supply information about new products through it. The fact that companies spend millions of dollars on it through TV, radio, the internet, and newspapers indicate its benefits in sales promotion. Advertising is within the scope of a promotion, which is one element in the marketing mix. It is getting popularity in the present highly competitive and consumer-oriented marketing. All products old and new, consumer and durable, cheap and costly need extensive advertising for sales promotion and customer support. Latest communication techniques now are used for making it more attractive and agreeable. The main purpose of advertising is to: Image credits © Gaurav Akrani. Give information, Attract attention, Create awareness, and Influence the buying behavior of consumers. Advertising is crucial in marketing but is also equally important and essential to ...

Etymology of Advertising Etymology means a study of origin, evolution and history of words. ‘Advertise’ is a verb form of English word ‘ Advertising ’. It has its origin in a classical Latin word ‘ Advertere ’. Image credits © Prof. Mudit Katyani. ‘Advertere’ is made of ‘Ad’ + ‘Vertere’ where, Ad means “to or toward”, and Vertere means “to turn”. Thus, ‘Advertere’, a union of ‘Ad’ and ‘Vertere’, jointly means “to turn (one's attention) to or towards (something).” The English word ‘Advertise’ is also linked to Old French word ‘Advertir’, which means “to (take) notice (of something).” In its original meaning ‘Advertise’ is “to give (or draw) one's attention to (or towards) something.” 1. According to Oxford Dictionary...

Importance of Advertising The following image depicts the importance of advertising . business : Crucial for a launch or announcement, Source of revenue for publishers, Promotes goods, services, ideas, and events, Helps in increasing the sales, Maximize the profit of an advertiser, Creates consumer awareness, Educate the society, Is Art, Science, and Profession, Demands creativity, Marketing mix element, Target oriented, Use persuasion for results, Demands monitoring of demand and supply, Builds brand's image, and Generates employment. Above points, highlighting advertising importance are explained below. Why Advertising is Important? Now let's find out, why advertising is essential for business? 1. Crucial for a launch Advertising is crucial for the launch (introduction) of a merk new product, service or idea in the market . If the advertisement of any concerned product, service or idea is done correctly at a right place, through pro...

Functions of advertising agency Advertising agency is an independent service-rendering organization. It delivers various services and performs many functions for its clients, who are advertisers. It is mainly involved in activities like planning , preparing and placing of ads in media. It also performs non-advertising functions for them. It offers them advisory and creative services. It does so to make a profit. Following image depicts the major functions of advertising agency. Eleven main functions of ad agency are as follows: Attracting clients, Research function, Advertising planning, Creative function, Media selection, Advertising budget, Coordination , Sales promotion, Marketing research , Non-advertising functions, and Public relations. Now let's discuss above main functions of an advertising agency. 1. Attracting clients Advertising agency needs clients (advertisers). Without them, it cannot survive. Ad agency always tries to attract clients usuall...

Client agency relationship in advertising The client-agency relationship starts when a client appoints an advertising agency for making his ad. It continues till the ad agency provides satisfactory services to him. Such a relation should always be cordial. There should be a mutual trust, confidence and understanding between the two parties. It is so, since, the primary objective of both sides is same, i.e. to make a successful advertising campaign. Lack of mutual trust will be harmful to both parties. It is, therefore, necessary to maintain good relations between the client and ad agency as follows: Meaningful two-way communication is required to maintain a friendly client-agency relationship. Both parties should take special efforts to maintain a cordial relationship. The approach of give-and-take is required to keep relations over a longer period. Mentioned below are some significant guidelines (grouped under three categories) to maintain a cordial client-agency relat...

Organizational Structure of Advertising Agency Advertising agency must have a suitable internal organizational structure to keep functioning properly with a smooth workflow. When an advertising agency decides to establish its organizational structure, it must ask itself important questions like: What is the suitability and requirement of a department? How the span of control should be within an agency? Is there any mechanism or provision to make communication and coordination more effective within the organization? etc. All advertising agencies don't have a same organizational structure. Their structure varies from one another. It is so, since, all organizations are unique, and their objectives, requirements, functional areas and specialized departments are not common. Following diagram is a typical example of the organizational structure of advertising agency. Image credits © Gaurav Akrani. In the above chart, Board of Directors is a top administrative bo...