Advertising – what is it?

Advertising is one of the most important elements of a marketing strategy. A lot of it is memorable to audiences and some advertising phrases have entered everyday language. Advertising can help your brand, but you need to remember that it should have a few specific characteristics.

From this article you will learn:

• What is advertising?
• What are the characteristics of good advertising?
• What are the types of traditional advertising?
• Why are advertisements important?

Advertising definition

Advertising is a form of marketing communication used to promote or sell a product, service or idea. Advertisers, which are usually companies that want to sell their products or services, finance the production and dissemination of advertisements. They are usually aimed at a specific target group and may be broadcast through various media, such as television, radio, newspapers, the Internet, billboards and others.

Advertising is a widely used marketing communication tool that aims to promote products, services, brands or ideas by conveying information and building an image. It is a form of paid communication that is disseminated through various media such as television, radio, press, internet, outdoor, and social media.

What is advertising?

Advertising is an essential part of virtually every brand’s marketing strategy. In today’s world, advertisements are ubiquitous and we come into contact with dozens of such messages every day. Their objectives are usually to increase consumer awareness of a product or service, build a positive brand image, improve demand for a product or service or increase sales.

Advertising uses techniques such as:

• repetition,
• appealing to emotions,
• using authority and experts,
• creating a need,
• suggesting social acceptance.

They are intended to induce the consumer to take a specific action – to buy a product, visit a website or enter a competition. It all depends on the needs and expectations of the advertiser.

Advertising is a commercial communication from a public or private entity relating to its economic or professional activity. It promotes the sale or use of goods or services against payment. Self-promotion is also advertising.

For a definition of advertising, see the Broadcasting Act.

Features of good advertising

For advertising to have the intended effect, it should be distinguished by several features. These often depend on the expectations and business objectives of the advertisers, as well as their image strategy. A lot also depends on the industry – what will pass in a clothing ad may not be acceptable in an electronic equipment ad. Here are some of the characteristics of good advertising:

• Simple – good advertising should be based on a simple message. The examples of many brands (e.g. Mercedes, Plus or Zywiec) show that shortening the message to one or two words that become the brand claim has positive effects.
• Understandable – the ad should not be difficult for the viewer to understand and should communicate its message clearly, without unnecessary complexity.
• Interesting – in order to capture the viewer’s attention, the ad should be engaging, which can be achieved through the use of humour, attractive graphics or exciting narratives.
• Unpredictable – helps to make the ad stand out from others, which can make the ad more memorable. It is worth drawing on ambient and guerilla marketing, which often use the element of surprise.
• Targeted – good advertising is aimed at a specific target audience, so the message should be tailored to your customers’ preferences and interests.
• Specific – there is no room in advertising for the proverbial pouring of water. It should clearly communicate from the outset what its purpose is and what it is advertising.
• Persuasive – the aim of most advertising is to persuade the recipient to take an action, so a good ad should non-intrusively, but firmly persuade them to take a particular action.
• Appealing to emotion – people are often driven by emotion first and think later. Emotions are also easier to understand than abstract messages, so good advertising should appeal to them.
• Narrative – nothing sells as well as stories. It is not enough to say that your product is the best on the market. Even if dozens of studies back it up, real sales will be driven by storytelling about your product.
• Authentic – today’s customers are often immune to traditional advertising messages, so ads that seem sincere and authentic can be more effective.
• Credible – good advertising should appeal to authorities or experts in a particular industry. This will ensure that the advertised product is perceived as better than others.
• Consistent with the brand – advertising should be consistent with the overall brand image to build a consistent image of the brand in the eyes of consumers.
• Ethical – advertising should not mislead audiences, exploit people inappropriately and comply with all applicable laws and regulations (this is particularly important when advertising public offers, as well as medicines, medical devices or alcohol).

Types of advertising

Ads can be displayed through a variety of media, and choosing the right one depends on your marketing objectives, target audience and budget. It is worth remembering that the effectiveness of each type depends on a number of factors. Here are some of the most popular types of advertising:

TV advertising

Television commercials are one of the most traditional and common types of advertising. They make it possible to reach a very wide audience and can take various forms, such as long-form commercials, short-form spots, programme sponsorships or product placement.

A form similar to television advertising is cinema advertising shown before the start of a film screening. They can take the form of short films promoting products, services or upcoming films.

Video advertisements can show how a product or service is used and can place it in a specific context, but have high production costs and a limited life cycle.

Radio advertising

Radio ads are effective for reaching local audiences and can be relatively inexpensive to produce. They can include advertising spots, sponsorship of radio programmes or product information during broadcasts. Radio adverts, like TV adverts, have a short lifespan but can also be easy to remember, especially if they include catchy music or a jingle.

Print advertising

This includes advertisements in newspapers, magazines, brochures, leaflets or catalogues. They are still very effective in reaching specific demographic groups that regularly use these forms of media. They stand out for their wide (but dependent on the circulation of a particular magazine) reception and are easy to create and modify. They will work particularly well for trade magazines, where advertising can be more extensive and targeted.

Outdoor advertising

This category includes billboards, advertisements on public transport or in stadiums, posters, banners and even advertisements on aircraft and balloons. The effectiveness of outdoor advertising largely depends on the context and location – the more surprising the form and location, the more memorable the ad will be.

Direct advertising

This type of advertising includes various forms of direct communication with customers, such as mail marketing, telemarketing, SMS marketing, e-mail marketing etc. With direct advertising, it is important to bear in mind that some recipients may be unhappy to be contacted. For this reason, it is advisable to ask for their marketing consent in advance with other promotional activities.

Internet advertising

In the digital age, online advertising has tremendous power and potential for companies looking to expand their reach and connect with a global audience. With billions of internet users worldwide, companies can tap into this huge pool of potential customers and take advantage of the precision targeting opportunities offered by online advertising platforms. Unlike traditional forms of advertising, such as print or television, online advertising provides measurement and the ability to draw meaningful conclusions in real time, enabling advertisers to make data-driven decisions and optimise campaigns for maximum effectiveness.

Why do advertisements matter?

Advertisements are important to the market economy, primarily because of their role in increasing consumer awareness. Through marketing communications, companies are able to reach potential customers by showcasing products or services, enabling consumers to choose from available options. Advertisements stimulate demand for products and services – through them, companies can get consumers to make a purchase.

Another key aspect of advertisements is their ability to educate consumers. They provide information about the features and benefits of products and services. They also help consumers to make more informed purchasing decisions. Advertisements also play an important role in keeping competition in the market. For example, your company can use advertising to highlight the unique features of its product that differentiate it from competing products.

Through advertising, companies can create positive associations and expectations among consumers, which helps build brand loyalty. Good advertising can help a company create a strong recognisable and valued brand identity.

Advertisements are also a key source of revenue for TV stations, newspapers or websites. Without them, many companies would not be able to provide content. Thanks to advertisements, consumers can enjoy a lot of content for free or for a small fee.

It is important to emphasise that advertising must be carried out in a responsible and ethical manner. Companies should respect consumers’ right to privacy and avoid manipulating or misleading them. Ethical advertising practice helps to build consumer trust, which is crucial for a company’s long-term success.