Advertising is a marketing tactic that involves paying for space to promote a product, service, or cause[3]. The goal of advertising is to reach people who are most likely to be willing to pay for a company’s products or services and entice them to buy[3]. Advertising can be used to promote a specific good or service, but there are a wide range of uses, the most common being commercial advertisement[1]. Any situation in which an "identified" sponsor pays to deliver their message through a medium is advertising[1].
Advertising can take many forms, including print advertising (newspapers, magazines, direct mailers), broadcast advertising (television, radio), outdoor advertising (billboards and transit advertising), and digital advertising (online) [3]. The most basic form of advertising was the newspaper, which offered advertisers large circulations, a readership located close to the advertiser’s place of business, and the opportunity to alter their advertisements on a frequent and regular basis[2].
Effective ads have five main components: a headline, an image, a call to action, a unique selling proposition, and a target audience[3]. Advertising messages are designed to persuade an individual to buy a company’s goods or services[3]. Even in B2B transactions, individuals have to first be convinced to choose one product over another[3].
The annoyance factor is a common criticism of advertising, and there are many techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised[2]. However, in a free-market economy, effective advertising is essential to a company’s survival, for unless consumers know about a company’s product, they are unlikely to buy it[2].
Citations:
[1] wikipedia
[2] britannica
[3] shopify
[4] adage
[5] merriam-webster
[6] oberlo
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