Evolution of Advertising & Marketing
Abstract
Advertising has become one of the most important factors in today's competitive marketing world. Recent research has implicated the importance of persuasive processes employed in the management of businesses- Advertising and Marketing management. Advertising and Marketing are necessary in order to have a complete understanding and analysis of how producers and sales companies work effectively. While advertising results in communication among producers and consumers about the company's product or services, advertising also attracts people to the market. Marketing management whereas is a complex managerial process which encompasses activities like marketing research, product perception and conception and design, pricing, distribution and even advertising. In the current digitized and rapidly growing world of business- advertising and marketing management are increasingly becoming more relevant to the businesses. Companies need to bring in creative strategies, design thinking, and innovation in their operations in order to overcome and survive the challenges of the ever-expanding global market.
Keywords
Advertising; Innovations; Marketing management; Persuasion
Introduction
The 21st century has been an era of increasing globalization and expansion in technology. Advancement in technologies, transportation, and communication have been the main driving forces of globalization. These advancements have majorly impacted in spreading business ideas, information and knowledge sharing amongst people residing around the globe. New media technologies have been the most powerful tools in creating linkage and interaction among people. Mobile telephony, the internet, social networks, tablets and other mobile devices have significantly contributed to creating a seamless globalized society, altering the concepts of space, time and location. These media technologies have become so pervasive that people's day to day lives are becoming more centered around these technologies. New media technologies have speed up the time of operations- as business has to be conducted at the speed of thought. Products too have become globally competitive as more and more companies enter the market with new products. Business operations have also become creative and flexible as new media technologies providing several alternative channels for reaching consumers. E-Bay, Amazon amongst other emerging eCommerce sites are increasingly being used by the companies and consumers. The significant impact of globalization in the business world is immensely empowering the consumers or customers as a global citizen. The consumer has become more powerful and important in the 21st century than in previous years with the help of new media technologies available. Customers are no longer bound to a particular brand. Various search engines and a huge range of products, consumers are now in control of what they want and wish to purchase. Companies have to be creative and active in their production to reach the demands of consumers from every corner of the globe.
Advertising
Advertising is generally promoting or a form of creating linkage and engagement with consumers or communicative activation is the best-suited terminology for advertising. It can either be persuasive and informative in nature- utilizing the mass or new media to persuade the consumers to buy goods and services. Advertising may be targeted at promoting new products or designed to promote the existing products. Advertising gives the ideology for generating the most persuasive message to the right prospects for the product or service at the lowest possible cost. Advertising has been featured as a form of non-personal presentation and promotion of thoughts and ideas on goods and services paid by an identified sponsor. Advertising has become greatly popular and even commonplace in the business world. As per marketing research says, marketing is mainly under the control of consumers so companies have to persuade and attract a greater number of consumers for selling their products and services. Thus, advertisement of any product plays a vital role in communication. Advertising or promotion seems to be in everything and everywhere people go- from surfing the internet to traveling. Advertisements pop up on various websites and can be found in all sorts of unusual places from can drinks to concert tickets. Advertising predominantly becoming popular as a greater number of individuals and companies turn to it as a tool for getting their products or services known to consumers. The basic features of advertising help in creating awareness among consumers, it gives an information and also it persuades consumers.
Advertising has costs, an advertising cost has a total message that takes of time and space in media. Advertising is not only for communicating directly with a person, it is open to the public. Advertising educates consumers on a product or service. It involves creative strategies and tactics also but in advertising nature, it is trying to convince consumers to make a purchase. According to businesses, advertising is the best-suited measure for selling goods and services. It is a key tool for business marketing. Consumers can learn every detail information by advertising. Advertising is crucial to be competitive among businesses. It affects product price and its quality. Moreover, advertising helps in speeding up the sharing of new inventions, commercialization and the expansion of businesses. It also helps to increase the productivity of companies and more generally raises the standard of living in society. Moreover, advertising facilitates businesses to improve their market share.
Marketing Management
Marketing Management is one of the key strategies in building effective management of business organizations; especially for companies which are involved in the production of goods and services. The Kotler's perception about marketing mainly falls under two sub-categories- managerial and social. Managerial definition says marketing is a bigger and complex managerial process- which is termed as marketing management. Wherein social definition says marketing is a social process or business activity. According to the social perspective, Drucker has stated the new definition for marketing concept as an art of selling goods and services. Kurtz perception about marketing is a process of analyzing customers' needs and secure information to build to match the goods and services manufactured by the firm's production facilities to buyers’ expectations. American marketing association in its 2007 definition has stated that marketing is nothing more than an activity or set of instructions and processes for creating, communicating, delivering and exchanging offers that have value for customers', partners, clients, and society at large. Marketing management is a term which implies the management of all the organization's marketing activities. In general, it is an art and science of applying marketing concepts in deciding which market to target and audience to choose for marketing segmentation, receiving, keeping and increasing number of customers and customer greater value. Innovative approach will be a key factor in getting business objectives. In addition to that marketing management is a process whose goal is to attract more customers and satisfy their needs on a long-term basis to acquire the organization's economic activities.
The Relationship between Advertising and Marketing
Advertising and Marketing are essential measures needed in ensuring products reach to their target markets. Although thought by some to mean the same thing but in actual advertising and marketing are different. Advertising, in general, is concerned more on communication and creating engagement with consumers as it disseminates information about ideas, goods, and services. It helps in creating potential and repeating customers awareness about the product and services. Advertising plan is mainly geared towards a particular product for advertisement and promotions, as all advertisements are unique. Advertising depends on the media or platform to pass the message across for creating brand awareness among people. Marketing management is a vast concept and more complex strategy planning than advertising. It contains very detailed information about an organization does in-order to facilitate exchange with the customer. Marketing management is more generally concerned with the issues such as research, design, pricing, product conception, promotion, sales, and distribution. The scope of marketing is much wider than advertising. In fact, advertising is treated as one of the tools which actively supports marketing management. Marketing strategy is also described as a pie of which advertising is one of its fillings.
The Importance of Advertising in Marketing
Advertising plays the vital role in marketing. The first role of advertising is concerned on giving information about the product. Advertising serves as the channel through which consumers can know about the products and services. Companies manufacture products and services with an aim of selling the targeted customers; without sales, companies will suffer through loss and soon it will be out of business. It is the role of advertisement through various platforms to tell public about products and services being launched. Apart from informing consumers, advertising goes on further to persuade customers to make a purchase. The preservation and promotion of a brand image is another key role of advertising in marketing. Advertising is a source of the image for brands- it reflects and forms brand perception. Advertising helps in sustaining the brand's image which in the long-term plan helps to boost a company's reputation and long-term investments. Advertising achieves the above factors by influencing the perceived qualities of products. The perceived quality of a product refers to a consumer’s judgment about a product’s overall excellence and superiority. Advertising through the use of creativity, design thinking and innovative approach is an appropriate media toolkit and persuasive tactics can gather and influence more consumers causing them to alter beliefs and desires about particular products or services which is been advertised.
Persuasion in Marketing – Effects on Advertising
Persuasion can be termed as the process of influencing a person to do something. It basically refers to the process of modifying the values, desires, wants, and actions of others. Persuasion is advertising's most important factor apart from giving information and setting up the reminder for consumers about products and services. A successful advertising campaign aims not only just to inform, demonstrate, attract, gather or entertain consumer, but also to persuade them to make a purchase. Advertising more often persuades through the use of selective appeals. Appeals describe various approaches used for attracting the attention of the audience or influence their feelings or approach and mindset towards a particular product or services. An appeal may arise through the product's shape, color, or message. The availability of numerous trends, needs, and desires of consumers tells the existence of numerous kinds of emotional and rational appeals. Persuasion, therefore, causes advertising to become very powerful and controlling; penetrating into the subconscious regions of the minds of the public. Persuasion encourages people into action by influencing their beliefs and desires yet in some cases it can be resisted or refused. Resistance to persuasion is more likely to arise when the target does not have the right perspective or right mindset towards products or services. This mindset could be as a result of religious, political or cultural beliefs. There is a need for advertisers to re-strategize their plans for influencing the mindset of the targeted audience if products are to be sold. Advertising is the major channel of persuasion. And can be linked to customer hunting.
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