Advertising is a marketing strategy where the brand sponsors pay for the spaces to promote a product, to reach more people, capture their attention, and thus encourage them to buy.
The main goal of advertising is to win new customers, retain existing ones, and reach them through clear and persuasive messages. Advertising includes written, oral or audiovisual messages to inform and influence people to buy products or make them act in favor of an idea or a company.
Most important features of advertising
This information system includes a series of basic characteristics, but which are of great importance.
Use a convenient language
One of the most important characteristics of advertising is language, as companies run their advertisements in the languages of the locality, to deliver an efficient message that can easily reach people in a specific country or region.
It is widely applied
This information system is a popular medium that is widely used to connect with the target market. It can be used for professions, museums, businesses, government agencies, educational institutions, charitable funds, among others, to publicize information that attracts various types of target audiences.
The main objective of advertising is to convince customers to buy a product without preferring that of the competition, so they must be led to believe that they will obtain greater benefits by purchasing the product, which is not so easy when trying to persuade a lot of people.
Use the media
One of the biggest challenges companies face is selecting the right media to get their message across, and that is why many invest in advertising services to get it right.
Some of the means used to transmit this type of message are billboards, television, the Internet, brochures, banners, magazines, and radio, among others.
Advertising messages can be expressed in writing, oral, auditory, or visual.
It is a non-personal communication
Advertising is usually a non-personal or mass communication with the target audience and is known as non-personal sales art since it can be directed to a large number of people at the same time.
The success of advertising will depend on the creative performance of the message and for this it is very important to have people trained to perform this type of service.
Diversity of objectives
The fundamental objective of advertising is to achieve various objectives, such as creating and optimizing the image of the brand, making a good connection with the public, increasing sales, educating people, or facing the competition.
Maintains a one-way communication
In advertising, there is only one-way communication, concerning the communication that brands have to transmit their message to customers through different channels, media, or platforms.
Element of truth
It is not easy to certify that advertising messages are true, so they must contain truthful information.
Many advertisements contain misleading, materialistic, or product-focused messages. In this sense, consumers can take legal action if the information is not true.
Entertainment in terms of advertising refers to the ability of an advertising message to attract and retain the target audience so that they do not want to switch to the competition.
Issued by identified sponsors
Advertising always has an identified sponsor, not showing the name of the sponsor in the message ad can cause deception, manipulation, or distortion. That is why advertising has to identify the sources of the opinions and ideas it presents.
Advertising as art
Currently, the advertising system is highly competitive and complicated, that is why creating and presenting a message needs certain essential factors such as creativity, skill, knowledge and above all experience, therefore, it can be said that advertising is an ingenious activity recognized as art.
Taking into account all these characteristics of advertising, greater sales success can be guaranteed in any good or product. It is necessary to apply all these elements to generate a high impact and influence people’s buying behavior.
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Sources and references:
- Lewis L. (July 2021) Advertising – Definition, Features, Objectives, and Functions
- Hitesh B. (2019 September) Top 11 Important Features of Advertising that every Marketer should know