What is advertising?

Advertising is a major tool in the marketing of products, services and ideas. The idea is to sell them to consumers. Companies certainly think it's a good method of selling, and have increased their advertising year after year.

Advertising must do its job quickly and takes shape in many different forms from TV and Print to Radio: it must get the consumer's attention, identify itself as being aimed at that consumer, identify the product, and deliver the selling message, all within that small time or space. To accomplish this, advertising often breaks the rules of grammar, image, and even society. For example, it relies on stereotypes to help the consumer identify the target market and the product.

Process

The process of creating a successful advertising campaign starts with understanding your target market. Understanding about their trends and behaviors. From these findings a plan of action can be drawn up as to the most effective way of getting your message across.

The next stage would be to brainstorm many different ways of getting that message across, drawing up early concepts to give an idea of how the advert will look and feel. Throughout this process the client will work closely with the creative team, as the early concepts are narrowed down to the most effective message, the advert can start to take shape in the form of many different types of media from illustration to photography, choosing the type that will convey the message and get the desired result.

What must be borne in mind is that advertising cannot force anyone to do anything. The most it can do is make a product attractive. The decision to buy or not to buy is up to the consumer. But the more attractive the product seems, the better the chance the consumer may buy.

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