What is advertising???
Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."(Bovee, 1992, p. 7). Non personal means that the product informs indirectly, but it use such a media to present the product with, its image, sound, message, etc.
Advertise is cheaper than personal selling, because Personal selling deal with one customer at a time, while advertising deals with hundreds, thousands, or millions of customers at a time, reducing the cost per customer to mere pennies. In fact, advertising costs are determined in part using a formula to determine, not cost per potential customer, but cost per thousand potential customers.
The selection media for the promotion is a highly technical matter that should be based on careful, scientific research. To decide which media are going to use for advertise, it must considere:
- Geograpehical area to be covered
- type of buyer to be reached
- habit and custom of buyer
- psychological reaction
Type of Advertising
Advertising may be divided into two principal types:
Advertising intended to promote the sale of particular product. This is the one most commonly used over a period of years. It is the type that conveys information regarding quality, price, and general desirability of a named product. this type of advertise is direct approach to the customer in an attempt to induce him to buy. This type of advertising is particularly important in introducing the new product in a market.
Advertising intended to promotion of an idea. this is the type with indirect approach to the customer. Sometimes it intended as a means of keeping the name of the company before the public. Some have termed it "good will" or "institutional" advertising; others call it "publicity"; while the more severe critic may call it "propaganda".