Marketing Communication

Great ads, whether part of a campaign or as single ads do two things. They touch the hearts of the consumers and at the same time deliver a selling message. Great ads try to engage the consumer by a variety of means. They include: · Catchy music · Emotions · Drama · Use of kids · Use of celebrities · Use of imagery · Humor · Action · Sex · Use of fictional characters Music Whatever the variety, music is an all time favorite in advertising. The musical catch line puts across a message that the particular brand being advertised is something special. Music entertains, engages and involves the audience. At the same time it helps in the easy acceptance of the selling messages. In fact, catchy jingles become so popular that they are hummed by the masses. Humor One of the most used elements in advertising is humor. As today’s world is full of stress and strain, humor in advertisements gives us a chance to have a laugh and at the same time remember the a...

PURPOSE AND GOALS OF ADVERTISING Advertising is just not for information, but for a purpose. This purpose is to motivate a desired action. People use advertising to achieve a variety of objectives. The broad functions are to inform, educate, and persuade. The subsidiary functions are to create awareness, change attitudes and generally to gain acceptability . In case of product and service advertising, the objective is to inform the consumers and generate demand. Institutional and ideas advertising are designed to create a favorable attitude and acceptability. Thus, the functions/roles/ purposes of advertising are many: 1. Marketing- Marketing is the strategic process in business that is used to satisfy consumer needs and wants through goods and services, to reach its target audiences, marketing use many tools of promotion. Also known as marketing communication, these tools include personal selling, sales promotion, public relations and of course, advertising. Adver...

F or most people advertising means television commercials, radio jingles and print advertisements. Advertising can be defined as a paid dissemination of information through a variety of mass communication media to motivate a desired action. According the ‘concise oxford dictionary’ the verb, ‘to advertise’ means: to make generally or publicly known. One of the earliest definitions of advertising was: ‘ The dissemination of information concerning an idea, service or product to compel action in accordance with the interest of the advertiser’. This definition tells us about advertising being a kind of communication about a product, service or idea that is goal-oriented. However, it does not include many other important aspects of advertising. Today advertising is a part of our everyday life. It is all around us. We cannot escape looking at it or listening to it. Even if we are not consciously looking at it or listening to it, the message of advertising reaches and in...