Advertising
- a) Why to advertise?
Advertising plays a major role in the marketing of goods and services. It is the commercial activity that brings the commodities of producers and traders to the notice of the consumer. An advertisement is a message that uses words, pictures or sound to:
– Inform potential buyers of availability of goods and services.
– Persuade people to buy or behave in a particular way.
- b) Places and forms of advertising
Advertising can be almost everywhere. For example, on billboards, on the Internet, on television, on radio, in different buildings or in different institutions.
Advertising often uses language and pictures to make us believe that we should be ashamed of ourselves for not buying a certain product for ourselves or our families.
- c) Advertising techniques
Informative advertising
This form of advertising gives detailed information about the goods or services available and leaves consumers to decide without persuasion if they wish to purchase.
Persuasive advertising
Much of advertising today seeks to go further than just conveying information. Persuasive advertising uses a variety of techniques in an attempt to persuade people to buy irrespective of whether they need the commodity or service.
Hidden persuaders
Hidden persuaders are a variety of techniques used by advertisers to arouse interest and promote demand.
Sex-appeal – product is claimed to make the user attractive to the opposite sex.
Ambition – advertisement implies that those who use the product will be successful.
Personality appeal – famous personalities are shown using the product to give it an acceptable image.
Work simplification – product is claimed to make a task easier carry out.