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Advertising Definition

In this article, we are going to discuss advertising and its characteristics, types, advantages, and disadvantages.

What is advertising?

Advertising is a type of marketing communication in which a product, service, or idea is advertised or sells via publicly funded and non-personal advertising. Advertising refers to a marketing strategy in which a known sponsor pays for space and slot to advertise a product. It reaches millions of people at once and draws the target audience's interest that causes them to buy the product.

It is a medium of communication that aims to raise awareness, educate and influence people. The main purpose of advertising is to attract new clients while maintaining existing ones by specifying the target audience and targeting them with a convincing yet successful message. In this way, a simple promotional strategy can dramatically affect the customer's purchasing behavior.

Characteristics of Advertising

The various characteristics of advertising are as follows:

Wide applicability

Advertising is one of the most commonly used means of mass communication. Not only businesses but ads are often used by political parties for the initiative, charitable donation trusts, educational institutions for admissions, states for tourism, government agencies for awareness-raising, etc.


The main goal of advertising is to increase the sales of a service or product. The advertising should also convince consumers that the product or service is superior to the competitors. Persuasive advertisement is in a position to ensure that the product will solve the needs of the customer or change the life of the consumer.


An investment of resources, time, and money is needed for advertising campaigns. Generally, in return for its distribution, the channel issuing the ads charges a fee. A strong ad campaign would help raise the company's revenues, and this advantage should exceed the costs invested. Advertisers calculate the ROI (Return of Investment) of the campaign to consider the relationship between costs (return of investment). An optimistic ROI means that it has a success for the advertising campaign.

One-way communication

In advertising, there is only one-way communication, in the sense that companies, through different networks, outlets, or media, convey their message to consumers.

Personal and non-personal

In earlier days, when conventional advertisement techniques (TV, radio, newspaper) were used, the advertising was extremely non-personal. However, after social media, content-based or cookie-based ads became famous with the advent of digital advertising.

Difference in objectives

Every company with the same intent does not market the product and service. The rationale for using ads varies from one firm to another. Advertising is used to boost sales, enhance the brand's reputation, develop a strong public partnership, establish a ready demand for a new product, withstand competition or inform individuals.


Advertising is a means of communication at its heart that seeks to publicize a product or service and facilitate sales. A good advertisement is promotional by nature. Although some may confuse ads with "propaganda". Propaganda tries to manipulate the population's ideology and ways of thinking, while advertisement concentrates on manipulating shopping habits. A successful ad is promotional in nature, while this promotion can often be quite subtle.

Use of media

The correct media selection to convey the message is one of the biggest challenges facing the business. TV, radio, newspaper magazines, pamphlets, hoardings, wall printing, posters, the internet, etc., are the most widely used media.

Types of Advertising

There are two categories of advertisement:

Conventional Advertising

There are many conventional advertisements. Some of the convectional advertisements are as follows:

  • Cold Calling
  • Television Advertising
  • Print Advertising
  • Radio Advertising
  • Billboards

Digital Advertising

The following types are digital advertisements:

  • Mobile Advertising
  • Popups
  • Email Advertising
  • Search and Display Advertising
  • Social Media Advertising

Objectives of Advertisement

There are the three main objectives of advertisement, which are as follows:


Advertisements are used to boost brand awareness and exposure in the target market. The first step towards achieving business objectives is to inform prospective clients about the brand and its products.


A common objective of advertising is to convince clients to undertake a specific mission. The tasks can include purchasing or testing the goods and services provided, creating a brand image, the production of a favorable attitude towards the brand, etc.


Another objective of ads is to enhance the brand's message and educate current and prospective consumers about the vision of the brand. Advertising helps the company to retain top-of-mind visibility and to keep clients from being competitors stealing the customers. It also assists in the marketing of word of mouth. Some advertising objectives are sub-sets of these three objectives. These subsets are as follows:

  • Engagement
  • Increasing Sales
  • Changing Customers' attitudes, etc.
  • Creating Demand
  • Brand Building
  • Expanding Customer Base

Importance of Advertising

There is various importance of advertising. These are beneficial for both the customers and businesses.

For customers

There is various importance of advertising for customers. Some of the customer advertising importance's are as follows:


Advertising explains to consumers about the various goods and their features available on the market. This knowledge helps clients to compare various products and select the right one for them.


Targeted informative advertisements make it easier for consumers to make choices when they learn what suits their needs and budget.

Better Quality

Only the brands are promoting themselves and their goods. There are no ads for unbranded items. It guarantees higher quality for consumers since no company wants to spend money on misleading advertising.

For businesses

There is various importance of advertising for business. Some of business advertising importance's are as follows:

Creating Demand

Before producing the commodity, the prediction of revenue is made to represent the cost of production. After the manufacturing process, once the product hits the market, the profits turn into reality, and powerful commercials are a way for businesses to promote their newly innovated product to the world.

Product differentiation

Advertising helps the company differentiate the product offering from its competitors and explains its advantages and features to the target audience.


Advertisements help to increase the brand or product awareness among those people who belong to the target market.

Increase Goodwill

Advertising reiterates brand vision and increases the brand's goodwill among its clients.

Brand Image

Clever advertising helps the company build the consumer's minds the ideal brand image and brand personality.

Value for money

Advertising delivers the message to a broad audience, and it is value for money as compared to other promotional mix elements.

Advantages of Advertising

Various advantages of advertising are as follows:

Reduce the per-unit cost

The broad advertising appeal increases the market for the product that benefits the company as it capitalizes on scale economies.

Increase the existing customer's confidence in the product

Advertising boosts customer confidence in the business because it gives them a sense of pride whenever they see an advertisement for a brand or product that they use.

Educates the customers

Advertisements tell consumers about various goods on the market and also educate them about what they can look for in a suitable product.

Help in brand building

In brand-building, ads work efficiently. Brands that advertise are favored over brands that do not.

Helps in launching new products

It's quick to introduce a new product when an ad sponsors it.

Attract new customers

Attractive advertising helps the brand to attract new customers and grow the business.

Disadvantages of advertising

Various disadvantages of advertising are as follows:

Increase the costs

Advertising is an expense for the business and is applied to the product's cost. The final customer will inevitably bear this burden.

Only for big businesses

Advertising is an expensive affair that may be afforded only by big companies or businesses. It brings small businesses out of contact with big businesses that can enjoy a market monopoly.

Confuses the buyer

Too many ads with similar claims also confuse the customer about purchasing and whether or not he should buy the product.

Encourages the sale of inferior products

Efficient ads also contribute to the selling of inferior goods that are not good for customers.

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