advertising communication

Advertising & Communication Are Interlinked!

executes its task when it appends to propelling the consumer from one level to another in the communication field; cognizance of the product existence, knowledge of the features and advantages, balanced or arousing certainty of the benefits. Finally, this activity turns into sale. Advertising aim is to execute certain parts of communication job with greater economy, speed and volume.

Mail order advertising moves a prospect through the entire cycle of communication spectrum. It can shift a reader from unawareness to cash-in-advance or cash-on-delivery sale. In consumer package goods, advertising can carry the major part of the marketing communication work load; from awareness right up to action, i.e., products sold through self-service stores.

In industrial goods, advertising is a harmonizing strength of communication, and personal selling is the dominating force of communication. In door-to-door selling, advertising has no role of promotion and personal selling can sell the products to consumers in a few minutes of persuasive selling.

In essence, advertising goals are expressed in terms of communication spectrum. There is a controversy in the advertising world regarding objectives of advertising as a means of communication.

Communication programmes may be action oriented. Mail order advertising is a case where the underlying objective is action, i.e., to secure sales. However, advertising to reduce after purchase doubts and anxieties of buyers particularly in the purchase of costly durable goods such as homes, cars and major appliances, has no objective of securing action., i.e., sales. Such advertising is not action-oriented. It wants to give information or change attitudes. It has only the goal of communication.

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Submitted by admin on Thu, 2006-12-07 07:28.

Advertising – An Effective Communication Tool!

Advertising aims must be sloping around the communication process. Communication tasks are building up brand alertness, altering consumer thoughts, colligating pleasing ideas with products, and communicating customer about product dimensions and properties.

The elemental determination of advertising is to assist sale probability of a product or a service. Advertising as a promotional technique augments tendency to purchase, moving the prospect gradually towards the product to make a purchase decision. Of course, advertising is only one of several communication forces. It actuates the buyer through consecutive stages such as awareness, comprehension or recognition, conviction and action. Advertising objectives may be divided into four stages of commercial communication which are explained below: -

- Cognizance: The prospect must be informed about the subsistence of the brand or company in the market. Awareness is the bare minimum goal of advertising. The buying process starts after informing the consumer about the product or service.

- Conception: The prospect must understand what the product is and what it will do for him. The apprehension level indicates that people are not only aware of the brand or company but they also know the brand name and can be familiar with the package or trademark. But they are not yet influenced that they want to buy.

- Conviction: The prospect must be mentally convinced to buy the brand or the product. The convinced level shows brand preference and intention to buy the product in the near future.

- Action: the prospect takes meaningful action. Purchase decision is duly taken. These four goals of ad in communication terms are measurable results.

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Submitted by admin on Thu, 2006-12-07 07:23.