Advertising is nothing but a paid form of non-personal presentation or promotion of ideas, goods or services by an identified sponsor with a view to disseminate information concerning an idea, product or service. The message which is presented or disseminated is called advertisement. In the present day marketing activities hardly is there any business in the modern world which does not advertise. However, the form of advertisement differs from business to business.
Advertisement has been defined differently by different persons. A few definitions are being reproduced below:
According to Bovee/Arens, 1992, “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.”
According to Richard Buskirk, “Advertising is a paid form of non-personal presentation of ideas, goods or services by an identified sponsor.”
The above definitions clearly reveal the nature of advertisement. This is a powerful element of the promotion mix. Essentially advertising means spreading of information about the characteristics of the product to the prospective customers with a view to sell the product or increase the sale volume.
Various components to be included while designing an effective advertisement message
- Choose your target audience:
The first step is to design creative advertisement message is to identify the target audience to whom the message will be delivered.
- Advertisement media:
The website, TV station, newspaper, radio station, magazine or other advertising venue you place your ad with is a crucial decision. You’ll need to look at not only the cost of your preferred venues but also whether they reach your target demographic.
- Develop a high impact headline:
In this step you have to develop a most effective eye catching headlines. Your headline should be attention grabbing.
- Use relevant images/videos:
In order to support your headline you have to use relevant images or videos because images or videos grabs audience’s attention more quickly.
- Write body copy to involve and create desire:
You should also include about the features, benefits and uses of product in the body of the advertisement message to create desire in target audiences.
- Include a clear call to action:
At last of your advertisement message you have to include the words that urge the reader, listener, or viewer of a sales promotion message to take an immediate action, such as "Write Now," "Call Now," or (on Internet) "Click Here" A retail advertisement or commercial without a call-to-action is considered incomplete and ineffective.