Advertising is a public communication that uses an officially endorsed, publicly advertised message to advertise or promote a commercial product, service or concept. Advertisers of advertising are usually businesses wishing to market their goods or services to the general public. For example, a person might go to the local coffee shop to get a cup of coffee and inside there will be an advertisement for a local business or service. Every time a person visits that place they are indirectly engaging in advertising because the shop welcomes them by placing an advertisement for their services on its bulletin board and they see it every day while they are there.
Advertising is one of the oldest forms of public communication. Its main goal was to persuade people to patronize a business. Since then, the techniques used for advertising have greatly improved. Today, billboards, television ads, radio ads and Internet advertising all play a major role in marketing an item to the public. Advertising strategies can also vary according to the type of product or service being marketed.
As one looks toward the future of advertising, the trends that he or she should follow are largely dependent on the target population and demographics. One of the trends in advertising today is to target younger consumers. This means that if a business plans to advertise during the summer months, it will do so with lighter ads and therefore less expensive than during the winter. The goal of the future therefore lies in capturing the youth market.
Another trend that is seen in the future of print advertising is the focus on local consumers. Local businesses are generally the target audience for print advertisements. For example, a manufacturer who intends to target a local audience should design its ads so as to include city names, popular landmarks and so on. It would be inappropriate to advertise motor cars to a middle class family living in an upscale apartment in Manhattan.
With the aim of capturing the local market, businesses must ensure that it targets its advertising and marketing materials to this market segment. In addition, one must not ignore the demographic segmentation as such information provides a base for formulating a brand image. Different segments within the target audience can be considered in terms of gender, age, education, income and so on. Through proper targeting, the brand can then promote itself to the right target audience. Thus, proper targeting is the first step in advertising helps to gain brand name recognition.
Since brand image is formed by the way in which ads are presented, it is important that these ads are well-made and very creative. It must have a strong message. It should be able to grab the attention of viewers. It is through effective advertising that businesses are able to create brand awareness. It is with the help of effective ad campaigns that companies are able to make their mark in the industry.