In marketing communication, there is a transmission of a message from a sender to the receiver. The end result of the communication process is the understanding of a message. The message is transmitted through media or certain channels. The response to the message is known by receiving the feedback from the recipient of the communication. The communication sometimes fails to accomplish its purpose – creation of an appropriate response or understanding, when the message is distorted by ‘noise’ elements. The following diagram illustrates the communication process.
Labels: Communication, diagram, illustrates, marketing, Process, transmitted, understanding
Advertising is an old as man. There is a semblance of advertising in the many activities of a human being, especially those activities which influence others, either favorably or otherwise. A baby crying for its feed, a girl wooing the prince charming, a doting wife desirous of having a new sari are all aspects of advertising. They want to communicate, to persuade, to influence and to lead to some action. All this has been a part of human life almost from the time it took shape. We shall go a step further and state that the persuasive form of communication that is advertising pre-existed human life. Take, for instance, the dancing daffodils or sweet smelling roses which silently invited butterflies to achieve the objective of pollination. There were fruits, flora and fauna all advertising them even before man existed.
Advertising is the most visible marketing tool which seeks to transmit an effective message from the marketer to a group of individuals. The marketer pays for sponsoring the advertising activity. Advertising, unlike salesmanship which interacts with a buyer face-to face, is non-personal. It is directed at a mass audience; and not at an individual, as in personal selling.
Labels: activities, advertising, baby crying, Communication, human being, influence, non-personal
John E. Kennedy who was a Canadian ex-Mountie formerly and was a copywriter at Lord and Thomas Advertising Agency described advertising as “salesmanship in print.” (1905). Sidney Bernstien (1990) reinforces Kennedy’s definition by describing ‘advertising as a substitute for the human salesman. ‘Bob Isherwood, creative director, Saatchi & Saatchi, Australia, calls himself a salesman. According to him, a good advertisement is born out of selling an idea that has been seen somewhere. It is how well the idea is sold that makes the difference, he says.
Labels: Advertisement, copywriter, difference, John E. Kennedy, salesmanship in print, Thomas
The simplest definition of an advertisement is that it is a ‘Public announcement’. In earlier times, to ‘advertise’ meant merely to announce or to inform. Some advertisements today still do just that: provide information about ‘birth’, ‘deaths,’ ‘engagements,’ ‘with little or no intention to persuade. The majority of classified advertisements provide useful information about jobs, accommodation, sales of second-hand vehicles and furniture, etc. Matrimonial adverting, recruitment advertisements, and tenders, notices and similar types of public announcements also provide the public with valuable information, which would otherwise be difficult to obtain easily. The earliest advertisements in the first English newspapers published in India in the eighteenth century were little more than ‘public announcements’ about the arrival of ships and merchandise from abroad.
Labels: advertising, birth, Communication, deaths, definition, engagements, information, Public announcement
Advertising has become a vast sway on our society serving it prefer from an extensive and imposing assortment of products and services which have inundated the market. Advertising and industry are compassionate to each other and take pleasure in a symbiotic bond. As a result, the advertising profession has received much significance and appreciation in modern culture. More and more students pick for advertising as a job. Even students being engrossed by other efficient areas of industry like production, finance, personnel do need grounding in advertising and how it works for the overall benefit of all business and society. Though advertising is typically pursued as a post-graduate course, the welcome feature is to study it at the graduate level. Though a few sources are available for studying advertising at the post-graduate level, there was hardly any source to cater to the needs of graduation students. Since these students are not exposed to marketing, marketing research and psychology, the sources should summarize the concepts from these fields which have a bearing on advertising practice, e.g., research methodology, branding, targeting, segmentation, positioning etc. Hope this blog of ours will fulfills these needs for the students and also for the people who need to enhance their knowledge of advertising.
We wish you a glorious future.Labels: Advertisement, advertising, branding, knowledge of advertisement, methodology, practice, preface for advertisement, targetting
