The Advertising Industry Has Three Major Sectors
Advertising Advertising, generally speaking, is the promotion of goods, services, companies and ideas, usually performed by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling, and sales promotion. Advertising involves the process wherein a massage is designed so as to promote a product, a thought, an idea, or even a service.
The concept of advertising has assumed a dynamic form with the use of various mediums of communication. From the newspaper, magazines, posters, neon, and fluorescent signboards, billboards to the commercial on TV, laser shows to inflated high-rise figures and objects, advertising has come a long way. The work is formidable as it spearheads a process intended to attract, modify, change, and influences public opinion. From the local business to multinational firm and all need to advertise.
While politicians, social organizations, government special groups need to advertise their motto, national airlines, automobile manufactures, food and consumer goods manufacturers have to reach the consumer. Specialist products and services are often advertised through trade magazines and exhibitions. Lately mail-shots, handbill circulation, special offers have become very popular. There are still other ways of advertising. There are window displays, displays on telephone directories, transit signs on buses, lamp posters, banners, etc.
Advertising through electronic media has been perhaps the most popular medium. Advertising, as an effective medium, uses a variety of techniques to create effective advertisements. A basic appeal is at the heart of advertising. Slogans and product characters are created to catch the attention of the viewers. Most winning advertisements would encompass factual information with emotional appeal. The advertising industry has three major sectors. •Business or organization which wishes to advertise, Media which provides the medium for advertising and •Ad-agency which creates the ad to suit the need of the firm. Ad agencies vary in size and turnover. Nevertheless, the process of creating an ad remains the same. The annual expenditure on advertising has been to the tune of Rs 8000 crores and the figure could be higher. USA has projected media spending on advertising on the net to approximately $7700 by the turn of the century. The scope for advertising professionals certainly shows an upward trend.
