Advertising Is The Simplest Form Of Advertising

Introduction

Almost everyone grows up in the world which is flooded with numerous means of mass media e.g. advertising, television, music, films, billboards, movies, newspapers, magazines and Internet (Latif & Abideen, 2011). Among all marketing weapons, advertising is the most powerful one, as it leaves long lasting impact on viewer’s mind, having much broader exposure (Katke, 2007). Its forms and roles are both contested and admired. Few people see advertising as the mirror as well as the maker of culture. Even when advertisement bring new sounds and symbols that shape our future, its words and images reflect present and past both. Others even say advertising is purely an economic activity, which works with a single purpose i.e., to sell. Various advertisers and agencies believe that advertising creates “magic in the market place” (Russell & Lane, 1996).

Advertising

Advertising in its simplest form means “public announcement”. Advertising as described by the American Marketing Association, Chicago, is basically “any paid form of non personal presentation of ideas, goods and services by an identified sponsor.” This definition in itself explains that advertising is mostly a form of persuasive communication with the audience. Moreover, it is clear from the definition that advertising is basically one-sided information where information flows from the part of advertiser (sender) to public (receiver). Thus, in this context it wouldn’t be wrong to say that advertising forces itself upon the audiences leaving minimal scope of response from the end receiver’s side. Advertising is not a panacea that can restore a poor product or rejuvenate a declining market rather it is a tool that helps in selling new ideas, products and services th...

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...populi,” says advertising professor and commercial culture observer James Twitchell.

The evolution of product marketing through campaigns of social awareness has evolved into a more rigid and direct to the point style and tactics which requires product customers or clients to get involved by means of thinking it over. There are myriad issues in the society that attracts more customers and clients such as domestic violence, abortion, terrorism, drug addiction, global warming and other environmental issues, teenage pregnancy, education, and even health concerns. The strategy of advertisers is apparently to attract the attention of customers and clients to specific products by means of incorporating these issues into the advertisements. Social awareness has increased through the years when this strategy was developed by various product advertisers throughout the world.