Think of advertising as a tool - one that belongs on the toolbelt called marketing communications. Other tools on this toolbelt are public relations and the sales process. Some belts will also include direct marketing and other tools.
Like all tools, advertising can be used for some jobs, but not for others. For example, you can use a hammer to pound in a nail. It does this very well. You can also use a screwdriver handle to pound in a nail. It might work, but why not use the correct tool and save yourself the effort and the possibility of unknown results?
Advertising is a tool that, if used correctly, is very powerful. Advertising is very good for creating an image, for getting a consistent message out to many people at one time, or for showing how one product differs from another. It's also good for promoting products over widespread areas.
Selecting the type of advertising that fits your business needs and deciding what is the most effective, economical way to give your customers the information they need isn't always easy. Should you use TV, radio, print or a combination to make best use of your advertising dollars? Choosing the right medium for your advertising will make a big difference. Make certain that you consider this decision carefully because it is important that it fits the image you want to project for your company and products.
The purpose of advertising is simple - to make potential buyers aware of products or services - and to encourage them to make a purchase. That act may be inquiring for more information, calling for an appointment, coming by your store or sending in an order by mail. The outcome of these actions should, of course, eventually be a sale.
Advertising is uniquely able to deliver a consistent messages reliably, quickly and efficiently. Unlike other marketing communication tactics, such as public relations, advertising allows you to control the message, the placement and the frequency. It is your opportunity to tell the world about your product.
Through advertising, you deliver a message about your product or service. Additionally, advertising can:
- establish and maintain an awareness and positive image of your company, products or services
- develop a need for products or services
- develop sales leads
- persuade customers that your products or services are the best
- promote events
Some unexpected results from advertising include attracting new salespeople or retailers and improving employee pride and morale.
People often refer to the results of public relations or publicity - such as the positive mention of your company in a newspaper or magazine article - as "free advertising." Public Relations is a separate type of marketing that is not the same as advertising, and is also not free. To learn more about the difference between Advertising and Public Relations, see How Public Relations Differs from Advertising
Learn about the Advertising Process Setting Advertising Goals and the Anatomy of a Successful Ad.
