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Saturday, June 20, 2009

Advertising as a Tool of Communication

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

by 4Points at 4:06 AM |