Functions and Type of Advertising Agencies

Introduction

Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspapers, magazines, television commercials, radio advertisements, outdoor advertising or direct mails; or new media such as websites and text messages.

Today, advertising is considered as the promotional tool of marketing mix. The word advertising has its origin from a Latin word 'Advertise' which means 'turns on'. The dictionary meaning of the word is 'to announce publicly' or to give 'public notice'. John E Kennedy- Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identifiable sponsor.

Characteristics Of Advertising

To understand what makes advertising different from other forms of communication, the following are the distinguishing features:
Paid form: It is a tool of promotion which is paid for by the advertiser. There are standard tariff rates for the different types of media where the advertiser chooses to place an advertisement. Money is paid per second in radio and TV or per column centimetre (cc) in print media by advertiser.

Non- personal presentation: Advertising is addressed to mass audience. Unlike a salesman who communicates personally, an advertiser communicates non-personally. It is neither delivered by any person nor is it addressed to any specific person. There is a facilitating agency, through which advertisements reach a large number of target audience .

Promotion: The aim of advertising is to persuade people to buy products and services or to accept ideas which are being advertised. The task of promoting these products and services is done through communicating to the target audience by using the right media vehicle.

Identifiable sponsor: The sponsor is the person or group which is paying for the advertisement. In case of an advertisement, it can be easily identified as to what is the source of advertising message.

Creative: An advertisement should be creative. Without it, the reader or viewer may not notice the message. Advertisements should be used to present the ideas in an imaginative and dramatic way, showing how a product or service fulfills a consumer's needs.

Investment: Some people believe that advertising is a wasteful expenditure having a short term effect. However, it is proven that the advertisements are an investment towards the building of goodwill and brand image in the market. It should be sustained over a period of time or else the message will be forgotten.
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