What is Advertising?
Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. Advertising has long been viewed as a method of mass promotion in that a single message can reach a large number of people. But, this mass promotion approach presents problems since many exposed to an advertising message may not be within the marketer’s target market, and thus, may be an inefficient use of promotional funds. However, this is changing as new advertising technologies and the emergence of new media outlets offer more options for targeted advertising.
Advertising also has a history of being considered a one-way form of marketing communication where the message receiver (i.e., target market) is not in position to immediately respond to the message (e.g., seek more information). This too is changing. For example, in the next few years technologies will be readily available to enable a television viewer to click a button to request more details on a product seen on their favorite TV program. In fact, it is expected that over the next 10-20 years advertising will move away from a one-way communication model and become one that is highly interactive.
Another characteristic that may change as advertising evolves is the view that advertising does not stimulate immediate demand for the product advertised. That is, customers cannot quickly purchase a product they see advertised. But as more media outlets allow customers to interact with the messages being delivered the ability of advertising to quickly stimulate demand will improve.
Latest Marketing Stories
- Supreme Court Seems Inclined to Bolster Truth-in-Labeling Laws (questions what is misleading in product labeling) Los Angeles Times
- Small Businesses Search in Vain for Web-Ad Help (how sales tactics are draining funds) Wall Street Journal
- How Breakfast Became the Most Important Meal of the Day (the battle for breakfast money) Time
- The New Reality of R&D (how companies are acquiring products) Fast Company
- No Laptops, No Wi-Fi: How One Cafe Fired Up Sales (decision opens up space for more to buy) NPR
- Whole Foods Takes Over America (how leading retailer works) CNN Money
- Wal-Mart Plans to Bring Its Compete-on-Price Approach to Organic Food. Here’s How (insight on pricing strategy) Washington Post
Latest Blog Posts
- The U.S. Supreme Court Tackles a Key Product Labeling Issue
- When Doing Well in Search Engine Advertising is Too Good to Be True
- Some Companies Find Product Development is Better Left to Others
- If a Small Café Says Goodbye to Free WiFi Will It Say Hello to Increased Sales?
- When Social Media Fuels a Controversial Issue How Do Marketers Respond?