By advertising we understand as the action and effect of promoting a message through an audiovisual resource (digital or not), with the intention of giving strength to a product, good or service with the purpose that this action concludes in the direct sale or knowledge about said product or brand.
Advertising implies the development of a thought, knowledge or value towards a product or service, whose final result can create a need or satisfy it in the consumer. Therefore, this definition of advertising brings with it the importance of marketing, carried out by a company, which is either the advertiser or the sponsor.
What are the goals of advertising?
The purpose of advertising is none other than to make known the presence of a product or service in the market, but above all, what it expects from it is an unchained action. Arouse the interest of the potential consumer to purchase the product.
Of course, another of the objectives of advertising that are paramount are recall and persuasion. Both factors go hand in hand, because once that advertising impact occurs, the purchase or knowledge action is not always given the first time, that is why the reminder is used, to impact the consumer as many times as possible so that finally the call to action fulfills its purpose: the acquisition action. For this, persuasion is a key factor in advertising, since persuasion implies increasing reach and convincing, providing reasons and a justification to sneak into the mind of the consumer or target and impact.
With all this, undoubtedly advertising plays with psychology to be able to know the potential consumer, knowing their interests and their behavior.
What types of advertising are there?
There are several types of advertising that we can find, and each one of them has its particular communication objectives or destination. The main classification of advertising is online and offline.
With regard to online advertising, we find ads through social networks, through websites and with ads through search engines. These ads can be presented in any type of format, ranging from an image to a video.
As for offline advertising, we find the classic radio and television ads that are accompanied by advertising known as outdoor, the most characteristic example being bus shelters.
However, we can also define advertising and its types based on its content and the action it involves, based on the type of advertiser that would be public or private or based on the location or scope that would reach the international arena. Nor can we ignore advertising based on the product as such and the way in which it can be consumed, for example tangible or intangible.
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